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2011 UniServ Skills: Harnessing Social Media
This document discusses harnessing social media for association work. It explains that social media like blogging, Twitter, Facebook, and online groups are becoming dominant forms of online interaction. It states that collective action in the 21st century involves harnessing relationships and engaging one's entire network as organizers. The document then provides an in-person session to teach how to use Web 2.0 tools like these to increase the reach, impact, and effectiveness of association programs, along with tips for creating an effective professional social media presence.
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2011 UniServ Skills: Harnessing Social Media
- 1. Harnessing Social Mediafor Association Work Social media in all forms are becoming the dominant form of interaction of the Net. Whether blogging, Twittering, or using Facebook or Groupsites, collective action for the 21st Century is about harnessing relationships and engaging every person in your “network” as an organizer. In this hands-on session, you will learn how to harness Web 2.0 tools to increase the reach, impact, and effectiveness of Association Programs along with tips and tricks for creating a professional and functional social media presence. Developed by SocialFish and NEA
- 2. Introductions • Note toparticipants: – Please sign in to http://uniserv-skills- session.groupsite.com – Please take our Introductory Survey... You’ll find it on the homepage.
- 3. Who’s in theRoom? • What’s your name • What’s your role in your local association? • How much experience do you have with Social Media? (i.e. do you use email, Facebook, Twitter or other online tools?)
- 4. The Plan forToday 1. What’s Web 2.0? 2. Outposts vs. Homebase – Intro to Facebook & Twitter – Do’s and Don’ts – Using NEA’s Free Toolkit: Groupsite 3. Pulling it all together 4. What organizing and technology have in common
- 5. What is Web2.0? • Social Networking in Plain English
- 6. The Glossary Social Networking: –Facebook – MySpace – Friendster Content sharing: -You Tube -Flickr -Vimeo -Photobucket Collaborating/ knowledge sharing: -Wikis -Message boards -Forums -Podcasts Blogging: -Blogger -Wordpress -Tumblr -Twitter (micro-blogging)
- 7. What is socialmedia? • “Social Media” is an umbrella term for describing internet- based, digital communication that enables social interaction to occur more easily despite both time and distance. • Social Media favors conversation over monologue and empowers people to be not just content consumers but content producers. • Social Media includes: – Social Networking – Blogging – Micro-blogging (Twitter, Yammer) – Wikis – Photo & Video Sharing
- 8. Social media characteristics •Social Media – It is immediate – It is unmediated – It is a dialogue, which… • Increases the efficiency of your communication • Creates greater trust with those you communicate with by building a relationship – ‘Social’ is how people communicate – Lead the conversation or be led by it
- 9. Social media values –Authenticity – Transparency – Sincerity – Dialogue over monologue – There is only one “you” – No gatekeeper – Digital is fast – Digital is forever – Digital is everywhere – Resistance is futile
- 10. • Concentrate onthe relationships NOT the technology! • Run when you hear “Twitter Strategy” or “Facebook Strategy” -- it’s putting the cart before the horse. • Instead, focus on how you’ll engage members. • Then choose a program objective.
- 11. It’s not aboutthe tools Jessica Hagy, Indexed Blog Don’t Fondle the Hammer
- 12. Social Networking • Contraryto public perception, most of the groups that form on social networking sites are not made up of strangers. Although people may browse profiles of others who are unknown to them, most use social networking sites to support preexisting real-life social groups.
- 13. • The profilepage: a page that allows you to describe yourself through text, video, and music • A network of friends: a public or semipublic list of friends, usually displayed as small photographic icons • A public commenting system: allows friends and strangers to write a short note or statement that will be displayed publicly on your profile page • A private messaging system: enables friends to send private messages to you via your profile page • Widgets or Embedded Media: Widgets are small chunks of Web contents, such as graphics, video clips, or animations that you can put on your Web site The following features define social networks and distinguish them from other types of Web sites:
- 14. Socialnomics Video Why shouldwe care about Web 2.0?
- 15. What’s in aNUMBER? Over 80 percent of Americans use social media tools and Web sites monthly Social networking is now the #1 activity on the web Twitter: 27 Million users in October 2009 Facebook: 400 million users You Tube: 924 million unique visitors each year
- 16. • American teenssent an average of 3,146 texts a month in 2010 • That’s 10 text messages per hour they are not in school or sleeping, according to research by The Nielsen Company.
- 17. Change in internetuse by age, 2000-2010
- 18. Top 10 Sectorsby Share of Internet Time
- 19. Profile on SocialNetworking site by Age
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- 22. Your Focus SocialFocus
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- 24. Launch an Initiative Feed & Nurture Objectives &Strategy Measure & Evaluate Listening Listening & Responding Where to start?
- 25. • SocialMention • Addictomatic •HowSociable? • Google Alerts • Backtype* • Google Reader • Filter by Subscriptions Keyword Listening Tools
- 26. The Plan forToday 1. What’s Web 2.0? 2. Outposts vs. Homebase – Intro to Facebook & Twitter – Do’s and Don’ts – Using NEA’s Free Toolkit: Groupsite 3. Pulling it all together 4. What organizing and technology have in common
- 27. Outposts vs Homebase What’s the difference between an outpost and a home base? (issues) (branded URL)
- 28. Social media is an extensionof your web presence
- 29. The Biggies Facebook Best for:Issues & Advocacy
- 30. Read Across AmericaFacebook
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- 32. The Biggies Twitter Best for:Quick Communication Getting info out Gathering info
- 33. NEA Today onTwitter
- 34. The Biggies Blogs A blogis a conversational web site, typically offering news or opinion on a certain topic. Blogs should be written conversationally, and should be short – think op-ed length and e-mail tone. Determine how you’re already being talked about in the blogosphere before you engage yourself. 70 percent of reporters now say they use blogs for story ideas.
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- 37. What you sayonline doesn’t stay online Status messages or posts, particularly as they pertain to your employers or coworkers, can have real life repercussions
- 38. Stay in your lane Ifyou’re not the expert on a topic, don’t comment like you are. Keep in mind: reporters can quote online interactions. Stay in your lanet
- 39. Talk to yourfamily Basic tips for social media include: -Don’t friend anyone you don’t know on Facebook or social networking platforms -Don’t post information about when you’re going on vacation or when your spouse/parent will be away. -Know how to set your privacy settings, and use them.
- 40. Do’s and Don’ts •Do: review and restrict your Facebook Privacy Settings • Don’t: do not “friend” students and parents • Do: Use common sense when you’re using social media. • Don’t: Post vulgar or obscene language, materials, photos or links that may be considered inappropriate or unprofessional. Note: look for NEA-PR-GC-SocialNetworkingDosandDonts.pdf in the ALE Groupsite file cabinet
- 41. NEA’s Web 2.0Toolkit Best for: Quick & easy website creation Sharing info (text, photos, videos…) Engaging members
- 42. When You DevelopYour Plan… How could you use Groupsite? Use it for… – #1: Getting the word out – #2: Publicizing events – #3: Enabling members to share information – #4: Encouraging members to talk with each other – #5: Getting your members more engaged – #6: Measuring your effectiveness
- 43. Groupsites • Boise EducationAssociation • Metropolitan Nashville Education Association • Wisconsin National Board Network • Inside KNEA • Education International 6th World Congress • NEA Western Regional Leadership Conference • Ohio Campaign 2010 Planning site
- 45. • Metropolitan NashvilleEducation Association
- 46. • Wisconsin NationalBoard Network
- 51. The Plan forToday 1. What’s Web 2.0? 2. Outposts vs. Homebase – Intro to Facebook & Twitter – Do’s and Don’ts – Using NEA’s Free Toolkit: Groupsite 3. Pulling it all together 4. What organizing and technology have in common
- 52. Pulling it alltogether 1. Embedding YouTube videos 2. Creating a Poll or Survey with PollDaddy.com 3. Putting your Tweets on a web page using a Widget
- 53. The Plan forToday 1. What’s Web 2.0? 2. Outposts vs. Homebase – Intro to Facebook & Twitter – Do’s and Don’ts – Using NEA’s Free Toolkit: Groupsite 3. Pulling it all together 4. What organizing and technology have in common
- 54. What Organizing andTechnology have in common • Move people to action • Create power • Appeal to self-interests • Are both a science and an art • Build organizational capacity “Organizing is a fancy word for relationship building.” Ernesto Cortes
- 55. Social media alone isnot a communication strategy… Social media should be a part of your communications strategy 55 Newspapers/ Newsletters Publishing – Print & Web Email Nea.org Earned Media COMM PLAN Social Media ImageryPersonal engagements … it is one key component of your overall communication plan Requirements
- 56. Creators Critics Collectors Joiners Spectators Inactives Social Technographics classifies peopleaccording to how they use social technologies. The Social Technographics™ Ladder
- 57. Creators Publish a blog Publishyour own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Creators make social content go. They write blogs or upload video, music, or text. Groups include people participating in at least one of the activities monthly.
- 58. Creators Critics Publish a blog Publishyour own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles. Groups include people participating in at least one of the activities monthly. The Social Technographics™ Ladder
- 59. Creators Critics Collectors Publish a blog Publishyour own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com Groups include people participating in at least one of the activities monthly. The Social Technographics™ Ladder
- 60. Creators Critics Collectors Joiners Publish a blog Publishyour own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Joiners connect in social networks like MySpace and Facebook Groups include people participating in at least one of the activities monthly. The Social Technographics™ Ladder
- 61. Creators Critics Collectors Joiners Spectators Publish a blog Publishyour own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews Spectators consumer social content including blogs, user- generated video, podcasts, forums, or reviews Groups include people participating in at least one of the activities monthly. The Social Technographics™ Ladder
- 62. Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publishyour own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above Inactives neither create nor consume social content of any kind Groups include people participating in at least one of the activities monthly. The Social Technographics™ Ladder
- 63. Creators Critics Collectors Joiners Spectators Publish a blog Publishyour own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above Groups include people participating in at least one of the activities monthly. Taken together, these groups make up the ecosystem that of Social Media. By examining how they are represented in any subgroup, you can determine which sorts of strategies make sense to reach your members. The Social Technographics™ Ladder Creators Critics Collectors Joiners Spectators
- 64. Be an Organizer •Your role is to provide structure and guidance and to encourage communication among supporters • To be effective in this environment, you have to behave like an organizer: identify and develop leadership and encourage supporters to reach out to each other. • In social networks, online groups behave a lot like offline groups.
- 65. Guidelines for Developinga Community Strategy • “Build it and they will come” doesn’t work! • Key goals to keep in mind: – #1: Help people work together – #2: Adoption can not be mandated – #3: Don’t assume everyone works the same way – #4: Liberate information – #5: Develop strategies for group engagement – #6: Identify specific ways to measure and evaluate community-building efforts Excerpted From the Online Community Report, January 28, 2008
- 66. Tips on whatworks • Choose the right message • Develop a communication strategy • Schedule a timely release of information • Keep it concise • Synchronize efforts on all platforms • Post photos or videos of the day • Develop a mixed dose of ‘medicine’ and fun • Keep the conversation moving
- 68. Questions to Consider… • What do you need to accomplish? • Who are the people who can help you? • What do you need them to do? • How can you encourage members interact with one another on your site? • What are you asking members to do? • What actions and behaviors are valued? • Develop a list of actions that you'd like members to take and create easy ways to do them. • Create mechanisms to motivate offline action.
- 69. Resources • The NetworkedNonprofit: Connecting with Social Media to Drive Change, by Beth Kanter and Allison Fine http://www.bethkanter.org/ http://afine2.wordpress.com/ • Open Community: A little book of big ideas for associations navigating the social web, by Maddie Grant and Lindy Dreyer http://www.socialfish.org
- 70. Maddie Grant, CAE ChiefSocial Media Strategist maddie@socialfish.org Skype/Twitter: maddiegrant Lindy Dreyer Chief Social Media Marketer lindy@socialfish.org Skype/Twitter: lindydreyer http://www.socialfish.org Lorraine Wilson NEA ITS lwilson@nea.org Twitter: NEALorraine Blog: lwilson.wordpress.com Don Blake Senior Technologist dblake@nea.org Skype/Twitter: donaldblake Sarah Ferguson Priority Schools Program sferguson@nea.org
Editor's Notes
- #8 There are a lot of definitions available that define what “Social Media” is. For the purposes of our conversation today I want you to think of social media in these terms:”Social Media” is an umbrella term that describes multiple internet-based platforms. In general these platforms have a number of things in common, including:-Empowering user-generated content-Facilitating commentary and conversation (dialogue)-Facilitating the sharing of content-Enabling people to connect with one another despite location-Empowering collaboration on topics of mutual interestSome of the platforms under the concept of “Social Media” include:-Social Networking: also referred to as Social Networking Service (SNS) – e.g. Facebook, MySpace, Linkedin-Blogging: the term ‘Blog’ is short for ‘Web Log’ and is one of the oldest forms of social media dating back around 10 years. Blogs can be as simple as text entries on a website. Most blogs today are facilitated by blog hosting services that use web-based software to allow for easy editing and addition of photos and video – e.g. Wordpress, Blogger-Micro-blogging: Micro-blogs started as a means of sending short snippets of content that could be easily sent and read as cell phone text messages. This kind of platform has involved its own ecosystem which includes various forms of URL Shortening services, photo and video hosting, and geo-tagging. Micro-blogging is frequently associated with mobile posting given its origins – e.g. Twitter, Yammer, Pownce-Wikis: Wikis are websites or services that are used for collaborative work. Wikis include groups working on documents or projects to crowd sourcing of information from the general public – e.g. Wikipedia-Photos & Video Sharing: As the coding for the web has advanced and the pervasiveness of broadband connections increased, the additional bandwidth has facilitated services that host and share still imagery and video content – e.g. Flickr, YouTube, Vimeo
- #9 Social MediaIt is immediate – Social media facilitates the ability to post content and have it immediately available to content consumers.It is unmediated – Social media offers few to no gatekeepers for content. What you post is what is made availableIt is a dialogue, which…Increases the efficiency of your communication – by receiving feedback you are better able to assess how effective you are at communicatingCreates greater trust with those you communicate with by building a relationship – by building a positive relationship with your audience they have a greater sense of trust in what you say.‘Social’ is how people communicate – Social Media is an extension of how people already communicate, that’s why it has proven to be an effective means of communicatingLead the conversation or be led by it – Conversations about you, your command, and issues of concern happen with or without your participation. If you don’t participate, you lose a chance to engage in the conversation about subjects that are important!
- #10 Authenticity – It is critical that people know who you are in social media. If they can’t be sure who you are then they won’t trust you and won’t form a relationship with you.Transparency – When communicating in social media you need to be as transparent as possible with those who are listening. Telling people something they don’t want to hear or that you don’t know is preferable to silence. When people understand that you will be straight forward with them they will trust what you say more.Sincerity – People want to know that they are connecting with a real person. Be sincere, show personality and more people will listen and talk to youDialogue over monologue – Social media favors a conversation with others. If all you do is talk, then soon you’ll find that no one else is listeningThere is only one “you” – Gone are the days when you could think of yourself in separate roles that would seldom meet like your work and home life. No gatekeeper – What you say is what is heard (whether that is understood is another matter)Digital is fast – Content is available as soon as it is publishedDigital is forever – Once content is on the web, and especially in social media, it will always exist on some server somewhereDigital is everywhere – with mobile devices, connection to the digital world can take place virtually anywhereResistance is futile – You can avoid using social media but if you want to connect with people, you have to do it where they are communicating and increasingly this is happening in social media
- #29 We are only able to use Social Media sites as an extension of our already existing websites – not instead of them.Your websites are what keep you in compliance with a number of regulations and laws -- so they are not optionalFor example compliance with record keeping, access to the handicapped (Section 508 compliance)Content you post on a social media site needs to exist in some form on a .mil website (e.g. photos, press releases, stories, etc.)Content unique to social media and derivative of content already present on a .mil site does not necessarily need to be on a .mil site (e.g. status update on Facebook, post on Twitter)
- #33 – getting info out, getting answers
- #35 – getting info out, getting answers
- #56 Social media, by itself, is not the solution to all of your communication challenges and it is not a communication strategy.However, social media as part of an overall communication plan is a powerful tool.