The document discusses the benefits and pitfalls of using social networking sites for business, emphasizing the importance of building a business case and understanding regulatory considerations. It highlights the opportunities for improved communication and engagement with communities and stakeholders, using case studies like Freebridge Community Housing. Best practices include being transparent, prepared, and responsive to both positive and negative feedback.

1. A3: Benefits & Pitfalls of using social networking sites Luke Williams, Michelle Playford & Jamie Williamson

2. Part 1 Benefits and pitfalls of using social networking sites – an overview and introduction Luke Williams , director, SocialTech

3. Session focus Is social networking the right tool for you? Explore what social networking sites can achieve How to sell the idea to your board or executive

4. = building a business case

5. Building a business case Why social media matters Benefits and opportunities Regulatory considerations Best Practice

6. Why social media matters 30 million active Facebook users in UK *1 YouTube 2 nd highest search volume *2 59% access internet on a mobile *2 84% use social networking sites in UK *3 *1 Facebook announcement at TFMA (Mar 2011) *2 Hitwise Intelligence (Aug 2010) *3 SocialTech & Liz Lean PR survey (Feb 2010)

7. Benefits and opportunities Main investment is time Measure and monitor progress Improve comms. with wider community Press, industry figures, business community etc A direct channel to tenants Encourages feedback

8. Improving feedback

9. Regulatory considerations ASA CAP Code (extended 1 st March 2011) “ Marketing comms. ...such as social networking sites like Facebook and Twitter” asa.org.uk Ensure that all your communications are legal, decent, honest and true TSA Regulatory Framework Tenant Involvement and Empowerment (1) Neighbourhood and community (4)

10. Best Practice Listen and engage before marketing Expect positive and negative comments Pay it forward Be prepared – policy & strategy Add value Be transparent, consistent and honest Set the right frequency A.I.D.A.

11. BLOG: socialtech.biz TWITTER: @socialtech

12. Part 2 Freebridge Community Housing use of Facebook and Twitter case study Michelle Playford , Assistant Director of Communications and Customer Engagement, Freebridge Community Housing Jamie Williamson , Communications and Customer Engagement Officer, Freebridge Community Housing

13. Part 3 Panel discussion Chair: John Pierce , Campaigns Executive, National Housing Federation

14. end of slides – part 2 is available at housing.org.uk Background used under c.c. from VictoriaPeckham