Why Metro Vancouver should be doing social media


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I was invited by Greg Valou (Communications, Metro Vancouver) to speak to their social media group about what elements should they consider when designing a social media strategy and why they should do it.

I particularly emphasized the following elements:
(a) Going multi-platform
(b) Choosing a particular pilot project and go with it
(c) Use it as a form of citizen engagement
(d) Make use of all the tools they have in-house.

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Why Metro Vancouver should be doing social media

  1. 1. A Primer on Social Media for Metro Vancouver Image source: http://digiredo.files.wordpress.com/ Dr. Raul Pacheco-Vega http://www.raulpacheco.org (research) http://hummingbird604.com (personal/social media)
  2. 2. The human nature and the need to relate At the intersection of social media, social change, social marketing and public policy issues, you will find 3 elements: – Relationships – Information – Behaviour These elements are intrinsic to humans and our need to relate to each other... through NETWORKS
  3. 3. Basic premises of my talk • We live in a networked society. – No longer isolated. • Everyone is connected. – No longer 9am to 5pm. • Things happen online 24/7 – No longer purely private • The boundary between public and private life has blurred. • Social media is all about networking. – So if we are going to use the network, let’s use it the right way
  4. 4. Social network of the New Testament  http://www.esv.org/blog/2007/01/mapping-nt-social-networks/
  5. 5. So, what is this thing you call... Social media? • It is social – Allows you/enables you to create multi-directional relationships. • It is media – Content generated is distributed via online (electronic) methods Image at http://www.47project.com/2009/03/11/social-media-experts-you-have-lots-to-learn-grasshopper/
  6. 6. Credit and source: http://www.fredcavazza.net/2008/06/09/social-media-landscape/
  7. 7. A few social media tools • Video-sharing sites • Podcasts (audio) – YouTube – Vimeo – Viddler • Photo-sharing • Content Management – Flickr Systems – Blogger • Micro-blogs – WordPress – Twitter – TypePad – Identi.ca • Wikis – Laconi.ca – PBWiki
  8. 8. Social media enables dialogue... • Web 1.0 • Web 2.0 – Unilateral – Multidirectional • (static webpages) • (dynamic websites) – Traditional media – New media • (I say, you listen) • (I say, you say, we all say) – Content generation from – Crowd-sourced content the website creator • (Bottom-up) • (Top-down)
  9. 9. Social media is an enabling agent • Finding information • Learning from other’s stories • Building trust and strengthening relationships • Sharing your story (storytelling)
  10. 10. Why the properties of information flow in social networks matter Or, in other words, I’m going to go a little bit academic on you, if you don’t mind 
  11. 11. The triangle of distrust Differences in Government Differences in perception of strategic objectives and objectives and accomplishment goals Civil society Business Differences in values and strategic perceptions Pacheco-Vega (2004, 2005, 2009)
  12. 12. Four properties of information flow in social networking sites • Reciprocity – Information flows bi-directionally and reciprocally. No reasonable human interaction is uni-directional all the time. • Durability – Information that you put on the web, stays on the web. For a very, very long time. • Traceability (and accountability) – Information that you put on the web, can be traced back. • Scalability – Once information flows publicly, you can’t stop its flow to other nodes. It’s out in the open. And one wrong move can change how it’s reproduced and perceived. Partially and initially based on boyd (2009), adding my own thoughts
  13. 13. Putting the public back in public policy • The politics and the policy • Politics – Polis/politikos (state/city) – the state of affairs in cities/states. – Politics has been very misconstrued and its public image is deteriorated. • Policy – Public policy is the set of actions, decision-making processes and analysis of public decisions. Governments execute public policies primarily to serve their citizens. – Putting the public back in public policy means enabling citizens to participate in the making of the decisions that will affect them in the end. – Social networking sites may be very powerful in engaging the public, but we need to take into account the properties of information flows in networking sites.
  14. 14. The 4xN Grid Method to analyze, design and implement social media campaigns
  15. 15. Target audience & demographics Issue selection & galvanization mechanism & deployment & stabilizatio Platform selection Life-cycle DeSmogBlog Mainstream media & PR folks warming Global Blogs Short-medium term Earth Hour Canada General public Energy conservation Twitter and Facebook Short-term Vote for Environment.ca Average Canadian voters (>18 yrs old) Environment as an outcome of political decisions FacebookVery short term Twitter/blog & Save the Great Bear Forest Average Canadian folk Biodiversity conservation Flickr/Facebook/Twitter Medium term General public, mental health practitioners Mental Health Camp Mental illness, stigmaTwitter/blog –Facebook Long term Source: Pacheco-Vega (2009)
  16. 16. In a nutshell • Don’t be afraid of social media!  • Test the tools, find what suits you. • Dial up the privacy as much as you need. • Don’t be afraid to ask questions – there is a whole community out there 
  17. 17. Recommended reading/viewing • The Wealth of • Social Media in Plain Networks: How Social English (Common Craft, Production Transforms Lee Lefever) Markets and Freedom – (Yochai Benkler @ http://www.youtube.com/watch?v=MpIOC Harvard) http://cyber.law.harvard.edu/wealth_of_networks/Main_Page • Actually, ANYTHING “In Plain English” is fantastic
  18. 18. Thanks for listening! • Raul Pacheco-Vega, PhD – How to contact me: • Via email – hummingbird604@gmail.com for social media matters – raul.pachecovega@gmail.com for my enviro research • Via contact form on my blogs – http://hummingbird604.com social medial/personal – http://www.raulpacheco.org research • Via Twitter – http://www.twitter.com/hummingbird604 social media – http://www.twitter.com/raulpacheco research