This document provides an overview of using social media for organizations. It discusses planning a social media strategy, choosing appropriate tools like Facebook, Twitter, YouTube and blogs to engage different audiences. The document emphasizes starting conversations rather than just broadcasting information. It also addresses allocating time for social media and measuring its impact. The overall message is that social media can help organizations achieve their goals when used strategically and for the right purposes.

1. S o c ia l M e d ia
Miles Maier Twitter @LasaICT
Lasa
Paul Webster Twitter @WatfordGap
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4. Get the most out of
Social Media
Paul Webster (Twitter : @watfordgap)
18th July 2012

5. “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).

6. • What is social media is and why What we are going to cover
its important
• Make a plan for good social media
use - doing social media better
• What tools are being used
• How can it be used in all aspects
of what your organisation does
• Get some inspiration from how
other organisations are using
social media
• How much time to spend on
social media
• Questions & Answers
http://www.flickr.com/photos/virtuatron/

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

8. 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

9. 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

10. Q. Which social network does your organisation use
most?
- a website that you can update yourself?
- write a blog, either personal or about the organisation?
- share video on a Youtube account?
- have pictures on Flickr or Picasa?
- have a Facebook page?
- use Twitter to keep in touch?
- share connections on LinkedIn?
- none of them

11. Social Networking – the numbers

12. 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 networks is 23% of time spent on
internet in UK, 159% increase in last 3 years
• 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)

13. 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

14. 76% of iPad users also have a desktop PC, but 9% bought one to
replace their desktop / laptop
The Mobile
Mobile web access will eclipse wired by 2015, 17% of UK Web
households already use phone as primary web access 'If you took away my
mobile, you would
Increase from 31% (2010) to 45% (2011) of people take away a part of
connecting to Internet from phone/tablet (ONS – Aug 2011) me'
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

15. Social media is online media that starts
conversations, encourages people to pass it on
to others, and finds ways to travel on its own.
Idealware - http://www.idealware.com

16. Q. Which of these issues holds back your
organisation’s use of social media the most?
• Where do I start?
• Lack of knowledge
• Confidence / Fear
• Capacity / Resources
• No access from my computer
• Don't have any time
• Too expensive to use the websites
• Scepticism – what's the point?

17. Immediacy – and response expected
What took days, takes hours, what took minutes takes seconds.
Type News travels Reply within
Print 7 days 2 weeks
Email 7 hours 2 days
Facebook 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?

18. 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!

19. First - Planning How to Use
• Know your objectives and what you want to say
• Giving local young people a safe place to meet
• 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 venues have done, what works elsewhere?
• Sustain the conversation and say thank you
• Encourage people to return, keep it new, links from websites

20. 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?
Could you Pitch it?

21. Start conversation – don't make everyone 'learn twice'
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 relationship first, not an 'ask' - engagement follows
To participate people won't learn a 'new network & new topic'

22. Choose well
Use of social networks - similar to use of phone or newsletters...
Have Purpose – WHAT, Audience – WHO, Aims – WHERE
Have a Champion/s who can steer, update & reply
Social media posting active one goal togoes live. Be ready!
Step 2 – Pick the moment it pursue
People will link and Share, & Share again to keep a
conversation flowing. Share other news more than your own
Accept that can no longer control 100% what other people are
saying, so be clear in what you say
Don't try to manage someone elses' social media and don't try
to teach a young person to use social media (it's other way!)
NOW – Choose the right tools

24. 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

25. 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
Use 'Twitcasting' for
‘Audacity’ - http://audacity.sourceforge.net/
Commoncraft Video explaining Podcasting broadcasting events
http://audioboo.fm Instant reporting when editing
/boos/567269-kirsty-stephenson-child-s-i-foundation#t=2m13snot a concern Visit

26. Image Sharing – Flickr
Record of events
A event for all the group
Added dimension
Access to reusable
images
Easy & quick to put
on website
Hosting 5 Billion images (Sept 2010 –
royalpingdom.com)
Also see Pinterest
Commoncraft Video
explaining Image Sharing

27. Anyone can be a
content creator
Increases Reach
Call to Action
Spread & Share –
don't have to rely on
TV or reporters
Show face of your
organisation and has
personality
http://www.youtube.com/watch?v=P8KiVLGyPjI&feature=relmfu Stream video content
with Bambuser or
http://www.youtube.com/watch?v=cRh8LDz3UTg
Ustream

28. Blogging
Open platform for
Online journals – Blogging - Commoncraft Video - explaining Blogs
community led content
& story development
Quick & easy to set up and to develop
Other spaces – Tumblr,
Can be an the main website for a small organisation Posterous, Weebly
Get feedback from people and start conversations

29. It’s the place where
young people already
network and share
Great to create a Group
for network of Supporters
Set up a Page around a
campaign or issue, not
about the organisation
Check privacy settings
which change frequently
Responsible use by young
people & friend unfollow
Busts
For Dog’s Link to Twitter & Website
Justice Trust
Social Networking - Facebook

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

31. Social Networking sites for Younger Audience
Legal age for most sites is 13 yrs old – though some young people using these sites anyway
Don't over react! → Set a good example → Promote responsible use
Once an image or comment is out there ... it's out there for ever
Guidelines - http://www.childrenandyouth.org.uk/worker/best-practice/new-social-media-guidelines/ or
http://scouts.org.uk/supportresources/3347/social-networking-sites-and-scouting?cat=299,304&moduleID=10
Also – www.doublescoop.net - connects Grandparents with kids
Club Penguin Superclubs (Scplus.com) Fantage

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

33. Events AS they
happen not AFTER
they have happened
A transient conversation
Short updates
# hashtags
Signposts to resources
Conversation starters
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

34. 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 @youthnetuk, @youthactionuk, @ncvys, @thesite, @ukyouth
and people @katie_bacon, @timdavies, @gopaldass, @antoniadixey, @judehabib

35. Growing - Location based Marketing & Communications
In use by Incentive to visit location
Shelter Scotland
Uses Smartphone
Was used by
M&S in A way to meet up and be
Breast Cancer competitive with others
Care week
Share tips, comments, to-
Growing 'niche' do lists and pictures
of over 10 million
users Become a 'mayor' and
(June 2011 - unlock extra rewards
worldwide)
Claim venue & set up
page with visitor 'specials'

36. 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!

37. 'Add This' for sharing
and tracking links with
others on line ...
Show all the
channels on your
main home page

38. 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

39. 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, Twitalyzer, SocialBro, TwentyFeet
- Visualize Infographics on Visual.y, My Social Strand
BUT …. real success not just about numbers
- Social media presence a reflection of your organisation
- Engage press, funders, authorities with pictures and video
- Tell stories of real people & real changes
- Find out how people heard about you
- Build relationships joining in conversations
- Say Thank You!

40. 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!

41. Useful links and websites
Jargonbuster www.socialbysocial.com/book/a-to-z
ICT Knowledgebase www.ictknowledgebase.org.uk
ITEM3 www.item3.org.uk
Youthwork Online www.youthworkonline.org.uk
Practical Participation http://www.practicalparticipation.co.uk/
Charity Comms www.charitycomms.org.uk/
KnowHow Non-Profit www.knowhownonprofit.org.uk
Social Media Surgeries www.socialmediasurgery.com
DAIN Project www.dainproject.org/
My Learning Pool www.mylearningpool.com
The Very Tiger Blog www.theverytiger.com/
Watfordgap Services www.watfordgapservices.org.uk

42. Social media - reflections
• How could your organisation use or make more of social
media?
• What gaps do you or your organisation have?
• What One Thing are you going to do this month (or today?!)
• Have you any UnAnswered Questions?!

43. Social Media Surgery
http://www.youtube.com/watch?v=6_xf_Y37yNQ
People who want to see change +
People who use social media =
Organisations inspired in new ways
of using technology
Informal (Tea & Cake too!)
No Lectures, No Selling, Locally led
Derby, Nottingham, Your area next?

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

45. Coming up next….
12 Sep – Websites (Sue Fidler)
26 Sep – Cloud Tools (Stony Grunow)
10 Oct – E-Safety (Sangeet Bhullar)
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