This document provides an introduction to social media and its relevance for organizations. It discusses what social media is, common social media platforms and how organizations are using social media. It also addresses concerns about using social media and provides tips for creating a social media plan and strategy. The key points are that social media is about building relationships and conversations online, it is important for organizations to understand their objectives and audience before developing a social media presence, and that social media requires ongoing time and effort to maintain.

1. Introduction
To
Social Media
Paul Webster (Twitter : @watfordgap)
23rd October 2012

2. “Social Media. They get all excited about gleaming technology
and clever gizmos. They talk in acronyms and begin sentences
with: “Did you know you can..” The rest of us just want to get on
with campaigning, fundraising or service delivery. We want to talk
about the people we work with, the communities we’re in and
the issues we’re passionate about. We want to find and talk to
people who can help us get change, deliver services or make a
difference”.
Well, Social Media is about all that, telling stories and having
conversations, having a space to do that … it just happens that the
space is on a computer.
(From ‘How to use New Media’ - Media Trust).

3. • Find out what social media is and What we are going to do today
why its important
• Having a clear message
• Make a plan for good social media
use before looking at tools
• Look at main social media sites
• See how organisations use and
benefit from social media for
volunteer take-up
• Resources to save time & money
• Further support networks
• Have fun !
http://www.flickr.com/photos/virtuatron/

4. It’s about conversations…..
Social media…is about pursuing relationships and fostering
communities. Paul Adams, Google - http://thinkoutsidein.com/blog
'The Conversational Web', not a Broadcast. Listen more than talk

5. What is Social Media and why is it relevant

6. Old media - Web 1.0 . . . (Others – if you dare!)
. . static
websites
with no
interaction,
text heavy
content.
Information
just fed TO
visitors

7. New media - Web 2.0 ...
. . media rich, interactive, content served based on preferences,
open for comments, conversations WITH visitors encouraged.
Web 2.0
=Social Media
=New Media
=Social Networking

8. Are you on Social Media?
No? Probably – Yes!
Have you checked?!
How are you being represented?
What are people already saying?
Are you using Social Media?
Does your organisation have a website … that is interactive?
Have you got a blog?
Do you use YouTube or Flickr?
Are you on Facebook?
Do you Tweet?
Do you use web tools to improve organisational efficiency?
So, What is Social Media?

9. Social Networking – the numbers
• Of all the websites visited in UK, 2 are Social
Networks - Google (9.5%), Facebook (6.6%),
YouTube (3.5%), ebay (1.9%), WinMail (1.4%).
Google = 91% of search traffic. (HitWise – Feb 2012)
• Use of social networking sites is 64% of time
spent on internet in UK (Ofcom – July 2012)
• Of the 48.6 million adult population (ONS),
77% have a Facebook profile, 66% are
YouTube users, 32% are on Twitter and 16%
have a presence on LinkedIn. (Umph Sept 2011 –
sample of 2,400 adults)
• YouTube 2nd most popular way to search for
content. 48hrs is uploaded every two minutes
• One to watch? Pinterest visits up from 50k to
over 300k in 1 month. (Nov 2011 Comscore)

10. Social Networking – the numbers
• Average social network user is aged 37
• LinkedIn it's 44, Twitter 39, Facebook 38
• 96% of aged 18-34 on one or more network
• 52% of Facebook users are 18 to 34 yrs
• 55% in this group check their social networks at
least once a day (June 2011)
• 58% of their media content on mobile devices
• 30% check their status as soon as they wake up,
81% never turn their phone off (Aug 2011)
So, its not a passing phase, but it is important
that organisations direct effort to the right
network(s)
(From – Ofcom, www.clickymedia.co.uk & www.hitwise.com)
http://bigbible.org.uk/2011/12/social-media-infographic/#.Tt6yloSrmSo

11. 76% of iPad users also have a desktop PC, but 9% bought The Mobile
one to replace their desktop / laptop
Web
Mobile web access will eclipse wired by 2015, 17% of UK 'If you took away my
households already use phone as primary web access mobile, you would
take away a part of
45% of web users have connected from device (ONS – Aug 2011) me'
16% of all UK web traffic is from a phone/tablet (Comscore – June 2012)
70% would give up alcohol for a week rather than phone
37% of young people in the UK own a Blackberry phone
Over 25 million So, have you viewed your website on a phone/tablet?
smartphones in use in UK
51.3% of phone market Android OS use grown from 5% to 47% (Dec 2009 to Dec 2011).
(Ofcom Aug2011 / ComScore Dec2011)
Apple is 30%, Symbian <5%. (ComScrore Aug 2011)
59% access social network, 49% to buy, 12% to check-in
Bite-sized learning & volunteering whilst travelling

12. What social media will do
• Increases speed of communication – no faster way to
(Action) spread your message than through social networking
Less of a financial cost but ‘expense’ may be the time
• Widens message to people/groups that would normally
(Awareness) be missed using more traditional methods – ‘viral’
campaigns hugely powerful creating awareness
extremely efficiently
• Deepens to build new and different networks –
(Fundraising) communities of interest to bounce ideas off and
share experiences, increase commitment and
fundraising for campaigning activity. Start some
conversations!

13. Actions - What social media will do
• Generate on-line conversations and awareness about the
(Change) organisation or campaign, a consensus of
opinion or shared learning about ideas. Use RSS and
Google Alerts to stay ahead of developments in your
area of interest - build a ‘Listening Dashboard’
• Joins together communities who are interested in the
(Action) similar things, have the same likes or are
striving for the same objectives. Tell your supporters
and networks about your work in a new way
• Commoncraft Video explaining Social Media

14. It's 'Relational' not 'Transactional'
balancing equality between Social Networking is
organisations. 'the leveller'.
We're all 'content creators'. Our
message is as important whatever size
Gives Communities a
organisation. Our campaigning voice voice
can be just as loud.
Increased Reach - traditional reporting
barriers broken down and communities
are empowered to present their own
positive stories and accurate pictures.
Immediacy - what took days, takes
hours, what took minutes takes
seconds!
Common Craft
Be Helpful – Be Generous - Say Thank What is Social Media Video
You - Share and you’ll be amazed what
you get back!

15. Social Networking – 5 ways relevancy to the sector
Marketing - Virally promote goals of your cause or brand
BHF – Stayin' Alive (1.8million views, linked to other SNS), Bullying UK – Poster Maker
Fundrasing - Gain new volunteers and donors
Dogs Trust, Whizz Kidz, Haworth Cat Rescue
Campaigning – May be local, but your campaign can become national
Jack draws Anything - raising funds and awareness for Sick Kids Friends Foundation
Busts For Justice forced Marks & Spencer to change pricing policy on larger size Bras
after campaign by 30,000 people
Productivity - Cheap or free to use productivity tools
Main cost is time – but not as much as the time it takes now!
Communications – Join in with your supporters
Listening, Responding, having Conversations with supporters and stakeholders

16. Inclusion – Voluntary Sector audience
• Social networking shouldn't replace face to face communication
• Although 77% of households are connected and 30.1million
people access the internet every day (ONS 2011 / 2010),
7.9 million people have never been online
• Of this, 31% in low income households and 45% have
no post 16 qualifications
• 75% in BME communities don’t use internet regularly
• 43% put off using social media due to jargon
• Away from populated areas broadband and even 3G
access can be difficult (33% < 2mbps in Penrith & Borders)
• Go-On UK & Uk Online have a range of resources to help people
become a Digital Champion in their office or workplace.

17. Social Media Planning

18. The voluntary sector problem
Where to start
Knowledge
Confidence / Fear
Capacity / Resources
Access
Time
Cost
Scepticism
Any more?

19. Time Planning – response expected?
Type News travels Reply within
Print 7 days 2 weeks
Email 7 hours 2 days
Facebook / Blogs 7 minutes 2 hours
Twitter 7 seconds 2 minutes
But how much time do organisations
allocate for maintaining a social media
presence and marketing themselves?

20. But how much time do charities allocate?
48% have no budget for social media activities
86% allocate < ½ day per week to using & maintaining it
(NTEN - 2011 – NonProfit Social Network Benchmark Report)
Only 17% have a social media plan or strategy
(East Midlands ICT Infrastructure organisations – March 2012)
Just 6% have social media guidelines for responsible use
(East Midlands ICT Infrastructure organisations – March 2012)
Social Media websites are increasingly an organisations
main 'shop window' – we all check there first!

21. Volunteer Recruitment OASIS was developed by @JohnSheridan
John.Sheridan@SocialMedia404.com
• Know your objectives and what you want to say
• Come and Volunteer with us!
• Research where your audience are – do you know?
• Don’t just build, work in the places where your target audience are
• Plan how to use the tools – have a strategy
• Video of event?, Blog of experiences? Do ‘as well as’ what you do
• Choose tool to match audience and implement
• Look at what other centres have done, what works elsewhere?
• Sustain the conversation and say thank you
• Encourage people to return, keep it new, links from websites

22. Plan - Stop and think!
What objectives is your organisation trying to achieve?
– How does it fit with the communications plan
– What goals do you think social media might help with?
Have you got a website that you can update yourself?
– Can be simple as Google Sites, Weebly, Flavors or Wordpress
– Internet presence is now your main shop window
Have you got the time? (To do, To monitor, To thank)
Consider how you describe and convey your messages
https://www.fifedirect.org.uk/publications/index.cfm?fuseaction=publicatio
n.pop&pubid=F96E673E-AB20-1F36-479D2FBB582EC3A1
Are you ready and prepared for change & to release some control?!

23. Start conversation – but don't try to move everyone
It can be difficult to get It’s easier to go where
people to come to you people are already
Do you know who your target audience are?
Are they already using social media sites (and which ones)?
Build a genuine open relationship first, engagement follows
To participate people won't learn a 'new network & new topic'

24. Which Tools?
Share how are you marketing what you do now
What is your cause or campaign? What are you promoting?
What are the issues and challenges you face?
What is holding you back?
Which tools & methods of communication are you using?
Face to Face, Print, E-mail … Why these?
What are their limitations? Which are effective?
How much do they cost? Which is best value?
Average channel transaction cost (PWC – 2009 Local Authority to Citizen)
Post Face to Face Telephone Online
£12.10 £10.53 £3.39 £0.08

25. Promoting your group
How you could promote your cause
Think about the mission and aim of what you do
Can you write down your key message in 140 characters,
what hooks would you use?
Could you blog about it? Make a video? Find a beneficiary to
record an audio interview with? Make you website social?
How would you interest people
in what you are promoting?
Put it on all your communications

26. Your social networking plan
1, Social network use similar to use of phone or newsletters.
2, Have Purpose – WHAT, Audience – WHO, Aims – WHERE
3, Have a Champion/s who can steer, update & reply
4, Get full organisation buy-in to social media use guidelines
Step 2 – Pick one goal to pursue
5, And a social media policy as simple as this in 12 words!
Don’t Lie, Don’t Pry Don’t Cheat, Can’t Delete
Don’t Steal, Don’t Reveal
(Farris Timimi, M.D., is medical director for the Mayo Clinic Center for Social Media.)
6, Social media tools are now part of your overall resources but with
added dimension they enable of social actions & conversations
7, A social media enabled campaign is active the moment it goes live.
Be prepared!

28. Find the best social network
for the job
Create a 'buzz' and link all networks back
to your main website
• Choose the way to capture audience.
– Audio → Images → Video
– See Audioboo, Flickr, Pinterest, Bambuser, Youtube
• Choose the context to engage with audience.
– Blog → Facebook → Twitter
• Choose a useful (FREE) tool/s to help streamline work
– Finding out → Letting people know → Running events
– See Survey Monkey, MailChimp, Eventbrite

29. Audio Podcasts – an organisation tells its story
Another way to let people
know your news & interviews
Less bandwidth than video
Embed in website
Comments make
conversations
Audioboo – 5 min recordings
http://audioboo.fm/boos/191031-snapped-by-the-charity-shop#t=0m37s
Use 'Twitcasting' for
‘Audacity’ – free software for recording and
converting to MP3 to load to the web http://
broadcasting events
audacity.sourceforge.net/
Commoncraft Video explaining Podcasting Instant reporting when editing
Visit
not a concern

30. Image Sharing – Flickr Visual record of events
A event for all the group Access to reusable
images
Easy to put on website
Hosting 5 Billion images
(Sept 2010 – royalpingdom.com)
Pinterest website
Visual record of work done
or projects supported
Commoncraft Video

31. Anyone can be
included as a
content creator
Increases Reach
Call to Action
Keep it Fresh
Spread & Share
Accessible
'Easy-Youtube'
Show Organisation
is Genuine & has
Personality

32. Over 55 million Wordpress blogs
Two flavours - .com & .org
Open platform for community led
content & story development
Quick & easy to set up and to develop
Draws people to the website
Get feedback from people and start
conversations
Other spaces - Tumblr & Posterous
Online journals – Blogging - Commoncraft Video - explaining Blogs

33. It’s the place where many,
many people already
network and share
Create a Group for a
network of Supporters
Set up a Page for people to
Like & see your updates
Check Privacy settings and
frequent changes
Link to Twitter & Blog
Just Have a page -
Busts Dog’s - Use it share pictures
For Trust - Use it to direct back to
Justice
main site
Social Networking - Facebook

35. What’s a Facebook page?
Meeting place for people interested in your organisation
See statistics and visitors profile
First point of call for info and content (links)
Open, public place to communicate with your supporters
Use as a way to draw people to main website
NOT same as a Facebook personal profile

36. Professional Social
Networking
Join sector specific special
interest discussion groups
Now has section to record
volunteer experience

37. Host your own Social
Network
Communities building
their own spaces
- for discussion
- sharing
- shows belonging
Alternatives:
Yammer, Google Sites,
SocialGo, Facebook,
Wackwall.com

38. ..even just to be noticed by a wider
audience - get your organisation
listed with 'Google Place' page
- Verified Voluntary Action
- Add Photos Rotherham
- List Offers Derwentside
- Streetview Maps CVS & VB here
- Show Ratings
- Comments

39. New way to interact – a Quick
Response from visitors – QR Codes
Letting people know how to get involved
14.5% of Smartphone users have scanned one.
What for? Magazine/Paper (51%), Product
(38%), Poster/Flyer (28%), Business Card (12%)
(Comscore - EU5 Jan-Mar 2012)
http://www.nottinghamcvs.co.uk/files/Get%20involved%20-%20volunteer.doc
Create with - http://qrcode.kaywa.com/ : Read with - http://redlaser.com/ (app)
Works well for ... Bear in mind …
- Direct to difficult web address - No major benefit on a web page
- Print media & flyers - Check location has connection
- FREE to create and use - Needs smart phone
- Current 'buzz' - Check link hasn't changed

40. Commoncraft Video
A Listening Dashboard explaining RSS
• What supporters, peers & others saying about your organisation
• See policy updates, reports & funding news as they published
• How?
Subscribe to RSS websites and read at leisure in feed reader
Google Alert or Twilert e-mails for important keywords
Set-up searches in Twitter for your organisation or ‘hashtags’
Follow lists of Twitter accounts talking about your interests
• Use Netvibes service to create a dashboard – www.netvibes.com
• 'Listen' to multiple channels with - http://addictomatic.com/
• Turnaround – Use these services to publish FOR your audience!

41. Events AS they happen not AFTER
they have happened
200 million registered users
180 million tweets posted per day
7 million users in UK
40% of tweets are from mobiles
A place to listen and respond to
people. To generate a wider
awareness of what you do and
draw an audience to your site

42. Important to make profile 'followable'
- DO add Pictures (logo, background, recent images), Place, Profile and Page
- DON'T leave these blank or over-sell and push advertising
Use Hoosuite or Tweetdeck to manage conversations
A small network of quality followers often results in better conversations through shared links
than a large network of followers who never share ideas and knowledge.
Follow Orgs @abilitynet, @thesite, @raceequality, @ehrc, @saifscotland
and people @pesky_people, @katie_bacon,

43. A transient conversation
Short updates
# hashtags & Retweets
Signposts to resources
Conversation starters
Dive in, follow & talk!
Great for sharing and learning from a network of Peers
Accepted channel to MPs & councillors to get opinion & inform of local news
See the Content of the Tweet not the Tweeter & follow words not People

44. Pulling it all together
• Consistency across all websites & social networks
• Social media sites are only part of the picture
– Make sure your core website is current
– Don't forget the offline
• Add organisation to Google Places or Foursquare
• Share links ...
– With all your social networking sites
– With 'Like' buttons and 'Share This' links
– With everyone!

45. Consistency across all websites
& social networks

46. 'Add This' (e.g. NAVCA)
for sharing and
tracking links with
others on line ...
Show all the
channels on your
main home page

47. Time Planning
Frequency
and time
needed
Every Day Tweet, re-tweet, check Google Alerts,
(30 mins) check RSS reader & reply to comments
Once a Week Write blog post, check analytics, monitor
(45 mins) groups & find new people to follow
About Monthly Add video to YouTube, share a resource
(60 mins) on-line, create podcast & build profile

48. Measuring Success
- Check how many times links are clicked if using Bit.ly
- Listen what's said about your organisation using Topsy
- Monitor Google Analytics, Facebook Insights, Wordpress visits
- Measure Tweetreach, SocialBro, Twentyfeet, Sparkwi.se
- Visualize Infographics on Visual.y, Infogr.am, My Social Strand
BUT …. real success is not just about the numbers
- Tell stories of real people and real changes
- Find out how people heard about you
- Build relationships & success by joining in conversations
- Social media presence an reflection of your organisation
- Engage press, funders, authorities with pictures and video
Say Thank You!

49. Things to bear in mind
Social media is a great way to connect, but…
– It takes time (2-4 hrs per week)
– Keep it relevant and human – listen first,
don’t just promote your own work
– Find your audience (online and offline) and
join in the conversations that they’re
holding already
– Build it into your overall strategy – what are
your organisation’s objectives?

50. Summary
Objectives – What do you want to do?
Audience – Who are they? Where are they?
Strategy – Pick a guided plan with a path that fits
Implement - Match to right social networking tool
Sustain – Engage & converse, monitor & revise
OASIS was developed by @JohnSheridan
John.Sheridan@SocialMedia404.com

51. Social Media - In conclusion
• Only beneficial if you can see how it helps achieve your goals
• Don't do it just 'because everyone else is'
• Have a plan thinking short, medium and long term – and have an
internal policy and guidelines for using it
• Know your target audience and go to the spaces where they are
• Know your message - make it clear and directed
• Think of how it applies to Marketing, Fundraising, Productivity,
Communications .... and whatever else you do.
• Implement, monitor and adjust – and remember it takes time!
Be Helpful – Be Generous - Say Thank You - Share, be amazed what
you get back!

52. Useful links and websites
navcaboodle
ivo - For
For Local
Volunteering
Support
Organisations
Organisations
Social Media Surgeries
To share and learn about social media for communities

53. Useful links and websites
• ITEM3 www.item3.org.uk
• CITA www.communityitacademy.org/
• DAIN Project www.dainproject.org/
• My Learning Pool www.mylearningpool.com
• Social Media Surgeries www.socialmediasurgery.com
• Charity Comms www.charitycomms.org.uk/
• KnowHow Non-Profit www.knowhownonprofit.org.uk
• Jargonbuster www.socialbysocial.com/book/a-to-z
• ICT Knowledgebase www.ictknowledgebase.org.uk
• The Very Tiger Blog www.theverytiger.com/
• Watfordgap Services www.watfordgapservices.org.uk
• Workshop Resources www.scribd.com/watfordgap/shelf
• Charity Technology Trust www.ctxchange.org

54. Thank You – My Email & Twitter contacts
Paul Webster
paul @ watfordgapservices.org.uk @watfordgap