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Social Media News and You


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Drawing on recent research and work with both journalists and nonprofits, this session looked at how nonprofit communications strategy looks when it is updated for the Web 2.0 world. Not only do the old rules of goal, audience, message work like the did before--they actually work better online than they did back in the good old days (ie a couple years ago).

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Social Media News and You

  1. 1. Social Media, the News & You<br />Gordon Mayer<br />The News Sun<br />
  2. 2. CMWho?<br />
  3. 3. Social Media<br />
  4. 4. The News…<br />Bob Black for CMW<br />
  5. 5. Tribune and Sun-Times, 1986-2008<br />Source = Newsbank, March 2009<br />
  6. 6. …and You<br />How has communications changed? (summer 2009)<br />Disagree<br />Agree<br />
  7. 7. Why We Communicate<br />Turnout Attendance at an event<br />AwarenessUsually traces back to money<br />AdvocacyBest to engage audience<br />
  8. 8. What Are Our Goals?<br />
  9. 9. Who Are Our Audiences?<br />
  10. 10. What Are Our Messages<br /><br />Got milk? / ¿Tomaleche?<br />
  12. 12. Goals<br />There are no winners or losers to the Social Media Game. This game is intended to help you understand the basic mechanics of the social web as well as strategize online communicating through the Web 2.0.<br />
  13. 13. How it’s played<br />Choose from a set of 31 Social Media Cards in 5 categories: Collaboration, Communication Tools, Listening, Media Content/Networking, & Online Broadcast. Each card costs 1 to 11 credits. <br />Choose an Objective card. Discuss, examine, and see how the different tools best achieve your objective for about 10 minutes. You have 12 credits to spend.<br />You will get a Situation Card with an Opportunity (gain credit), Dilemma (lose credit), or a Wild Card (choose another Social Media Card or create your own). You have 10 more minutes to re-strategize.<br />Present to the group your objective, situations and strategy on how to communicate online using social media tools to achieve your goal.<br />
  14. 14. What did you discover?<br />
  15. 15.
  16. 16.
  17. 17. ‘Facts<br />Are<br />Meaningless’<br />
  18. 18. Telling stories<br />Storyteller FigureJalisco, Mexico, AD 100/800 Art Institute Chicago<br />
  19. 19. Tweetups<br />
  20. 20. Oscar’s Law<br />The only thing worse than being talked about is not being talked about.<br />(from “The Picture of Dorian Gray”)<br />
  21. 21. Communications Plan<br />
  22. 22. The Plan<br />Where Are We Now (Standing)<br />Where Do We Want to be? (Objectives)<br />How do we get there (Strategy & tactics)<br />How will we know when we get there? (Measurement)<br />
  23. 23. How SMART Is Your Plan?<br />Agenda: Greenbelt - Agenda doodles from thisisbossy @<br />Stopwatch: stopwatch from wwarby @<br />
  24. 24. Thanks to our panel<br />Bloomington PantagraphMark PickeringJamahlEpsicokhan<br />Mid Central Community Action Vikki Baptiste<br />The Baby FoldPete Moore<br />
  25. 25. Crafting An Elevator SpeechWho We Are, In A Minute Or So<br />Hi! My name is _____ and I work with… <br />You know how… (problem)<br />Well, what we do is…(feature)<br />So that …(benefit)<br />We’re kind of like the…(metaphor)<br />Feature: the physical traits or description of what you do<br />Benefit: a feature translated into a member’s satisfaction. What do the members get because of what you do?<br />Metaphor: a comparison that can be funny or startling; goal is to make your work familiar.<br />
  26. 26. Thank you!<br />Get found online!<br />Add your group to our directory at<br />And fan us on Facebook! <br /> communitymediaworkshop<br />