The document provides guidance on using social media for organizations. It discusses how social media allows for conversations and storytelling online. It then outlines the following steps: 1) Do networking and learn about social media and why it's important. 2) Examine current communication methods and make a plan for good social media use. Consider the best ways to communicate. 3) See how other organizations benefit from social media and try out social media websites. The goal is to have fun while learning.

1. Social media
The new communications tools

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. What we are going to do today
• Do some networking
• Find out what social media is and why its
important
• Look at current communications methods
• Make a plan for good social media use
• Think about the best way to communicate
• See how other organisations benefit from
using social media
• Try out and even join some social media
websites
• Have fun ! http://www.flickr.com/

4. Finding Out – Networking and Communications

5. What is Social Media and why is it relevant

6. Old media - Web 1.0 . . .
. . static
websites
with no
interaction,
text heavy
content.
Information
was just fed
TO viewers

7. New media - Web 2.0 ...
. . is interactive
websites, open
comments
allowed,
conversations
and social
networking with
viewers
encouraged

8. The story so far...
- 2009- now was the era of Social Media
Facebook use in the PALESTINE is now 910000, a third of
the population, up from Less than afifth in 2008
In Jan 2010 Facebook had more global visitors than Google
Youtube is the second most popular search engine
Research claims Social Networking is slowly replacing email
Statistics show 10 % of users are aged between 35 – 44 and
that 85% of those aged 16 – 35 are on at least one social
network site.
There is a steady growth in access to social networks by
Smartphone – Facebook mobile traffic has increased
globally by 100% in the last 6 months.

10. Palestine - facebook users – Gender - Age - 6/2012 - 36.21%
of the population penetration
• Users in
Palestine
600000 Oct2011
700000 Jan2012
910000 Jun2012

11. Israel - facebook users – Gender - Age - 6/2012 -
Penetration of population:47.22%
Penetration of online
population65.97%
3472360 FACEBOOK
USERS IN THE ISRAEL,
WHICH MAKES IT #44

12. The internet as a friendly conversation
The art of conversation is to listen more than you
talk – it’s a two way process
• Read and Listen – find out what is happening
already
• Link and Share – and link again! Its these links
that keep the conversation flowing
• Comment and Feedback – agree or disagree,
this is what builds communities around a topic
• Say Thank You – as social media is more about
the links, introductions and relationships than
the technology ...
• Be Helpful – share what you have and you’ll be
amazed when you get back!
(

13. Social networks are different to broadcast media
• Social networks are relational not transactional
communication tools.
• Social media rewards
– Generosity
– Other-centeredness
– Helpfulness
• 20-to-1 rule
you should make 20 relational deposits for every
marketing withdrawal

14. Why are they relevant?
• Gain new wide range environment of communication tools
• Virally promote your project , cause or brand
• Campaign
• Cheap or free t use – main cost is time
• Easier to engage with partners and target audience

15. Voluntary sector usage...
2010 research found that less than 20% were using social networking
services ( in Palestine )
Main barriers:
Lack of knowledge/confidence
Lack of business case
Access – either connection or equipment weren’t suitable
Perceived risk of mixing personal and professional networking
In the 2012 we have survey, 36% said they would look for a Facebook
page for an organization ,project , news (local , national , professional ,
personal , cause, issue(second source of information after radio )

16. NEC – INTERNEWS - Local media
Survey - June 2011
28 (23.9%)
35 (29.9%)
47 (40.2%)
7 (6.0%)
0 (0.0%)

17. When asked what organisations had on their website:
• 20% - online picture and media storage
• 15% - RSS feeds
• 10% - Podcasts
But when asked about external social media sites used:
• 17% - Facebook for their cause
• 9% - Youtube, VIMEO
• 7% - Flickr

18. Local media in Palestine usage. Of social media ..
2009 after our 1st round of citizen journalism and social media training
– Prior to training, 35% had a profile on at least one social network
– After training, 80% had a profile on at least one social network
– 35% are also blogging
– The 1st social media conference was held in Palestine 2011
– Social media courses was developed in Palestinian universities, media
institutions 2011
– Currently there id two groups and pages on facebbok only for
professional journalist ,photographers , reporters in which 1000
Palestinian journalist are active members .

19. Not everyone chooses to use the internet
Social networking should never simply replace face to face
communication
Although 38% people access the internet every day (ON
2010),28% OF people have never used it
Similarly just 2% of those with a degree level qualification
don’t use the internet, rising to 55% of those with no
qualifications
The largest group of ‘non-users’ are in the social grouping
and aged over 55.
Consider these figures When defining your audience and
target group ,and use your listening and monitoring skills to
decide which social media to use .

20. Refreshment
Break

21. Social Media Planning Guide
“So you think you want to use Social Media”

22. SOCIAL MEDIA TOOLS

23. The voluntary sector problem
• Where to start
• Capacity
• Knowledge
• Time
• Cost
• Type of guidance available

24. The experiment
“To develop a guide for VCOs to use to enable them to set up
and implement a social media strategy, if relevant, which
will help them to achieve their goals”
#socialmediavco
Find out about the most common social media tools
Explore if and how they may be useful in helping local VCOs
in Yorkshire & The Humber to achieve its goals

25. The steps
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

26. Objectives – what do you want to achieve
Needs first, then tools

27. Audience – Who are they? – Where are they?
If you don’t build it, they won’t come

28. The guide
Step 1 – Establish if Social media is right for you
• What is your organisation trying to achieve?
• What are the goals you think social media might be able
to help you with?
• Do you already have a website that you can update
yourself?
• Are any of your target audiences already using social
media (or are likely to soon)?
• Have you got the time?

29. So, Is Social Media right for your organisation?
Yes?
It is likely that social media will make a significant difference to
your organisation
No?
Think carefully if this is the right time for you to be spending
time on this area.

30. Please describe your Please describe your
social strategy: social objectives
• Engagement
• Promoting
• Social Content
• Network Building

31. Communication messages

32. What is the message?
• The Social Media Planning Guide covers the
steps to using social media ...
• We know WHO we are talking to
• Now need to look at WHAT we are saying
• Find out the most suitable communication
method and best WAY to say it

33. What communication
types do you use?
And why?

34. How do you choose….
• You want to apply for a job?
• You want to complain
• You want to market your organisation/project
• You want to reduce the costs of missed appointments
• You want to find people to get involved
• You want to share information

35. What communication
types is most effective?
How much does it cost?

36. Decide what you are going to say
• Driving people to your website should be an essential part of your
communications strategy (not driving / forcing people, but making site
something people WANT to visit)
• Message - clear and unambiguous, your web site is often now the first
public face of your organisation
• Tone – get this right and match for your audience
• Context – if you can’t add value to a conversation maybe don’t say
anything at all!
• Frequent updates & blogs will keep your site fresh and interesting
• Include your website on all communications

37. Addressing concerns about communication on the social web
• Don’t worry that it’s not finished – a half formed
blog post can be more inspiring and create a
bigger conversation than a polished piece.
• Don’t pretend to be someone you aren’t – the
social web is about individuals not corporate
viewpoints. You’ll find your voice weakened if
you ‘spin’ ... And others will see through it!
• Don’t worry you are in a vacuum – follow the
tips, linking, connecting and conversing and soon
people will do the same for you – it’s true!
• Don’t measure success by numbers – if you’re
reaching the right people it’s quality not quantity
that counts
• Don’t ignore people – they invest time reading
what you say so do the same for them.

38. ACTION
• Register your organisations - project name on the popular
social media sites.
• Make sure your organisation-project is on Google
applications and tools
• Share links – with everyone

39. The networked project
BE DO
Understand Networks Work with Free Agents – journalists –
social media activist , bloggers
Create Social Culture Work with Crowds – find those groups
and pages who have the same interest
or can serve your goals
Listen, Engage, and Build Learning Loops
Relationships
Trust Through Friending or communicating
Transparency
Simplicity Govern and reach through Networks

40. It’s what you do, not how you do it
Educating --Marketing – Fundraising - Productivity

41. Strategy - pick a plan with a path that fits
Social web is an ‘as-well-as’
1, Pick one goal to pursue
2, Decide who is going to be involved and how much
Consider responsible use (Appendix 2)

42. Pick one goal to pursue
Step 2 – Pick one goal to pursue
Marketing
What marketing goals might your organisation- project have?

43. Which Tools?
• Which tools do you use to help you to achieve
your marketing goals?
• Why?
• What problems do you face?

44. Social Media Tools for Marketing a project
Social Media Marketing uses Frequency
Twitter Dialogue Viral marketing Signposting Relationship Throughout
Social Media Tools and Marketing building the day
Facebook Dialogue Campaigns Stories/images News Daily
YouTube Personal Emotional Engaging Instructional Weekly/Monthly
Blogs Discussion Stories/images Newsletters/ News Daily/Weekly
stories /
videos
/images
Linkedin Discussion Professional
Stories/images
Flicker
Websites Brand Central Hub Information Data Daily/Weekly
management
SurveyMonkey Questionnaires Targeting Planning Information Fixed term
gathering
analysing

45. Case Study –FOEME
Friends of the Earth Middle East (FoEME)
http://foeme.org/www/?module=home
Marketing - communication Goals
1. To build awareness of FOEME and its goals and services
2. To increase traffic to the website, phone and/or email
3. To build relationships

46. How they use it
• Facebook
– Announcements stories, relationship building, In for a Pound
group, cat picture tags from other Facebook users
•
How they use Social Media
Website
– Donation buttons, affiliate links, stories, images
• Twitter
– Raising awareness, website traffic
• Blog
– New centre appeal, education, donations, stories

47. Productivity and Support
Using Social Media Tools to help you to achieve your
Productivity/Support goals.
organisation’s
Productivity = More efficient, effective, sustainable
Do you want to be able to do things better?
Productivity Rules
1. Quick – save time
2. Easy to implement and use
3. Make a difference

48. Which to use?
Other social tools
• Communication
– Skype, Oovoo, Tokbox, DimDim, ipadio
• Organisingfor
Tools Productivity/Support
– Doodle, Eventbrite, Del.icio.us, Bit.ly
• Collaboration
– Google Docs, Dropbox, Huddle, Tom’s Planner
• All-round useful
– Jing, PDFCreator, ShrinkPictures, Issuu ,Pinterest

49. Communications
Using Social Media Tools to help your organisation get
Productivity/Support audience.
it’s message to a wider
• Start conversations with your supporters and your networks
• More efficient – electronic messages get passed around social
networking sites
• Less costly to post a message on Twitter or Facebook
• Instant news and information updates to your followers
• Use RSS and Google Alerts to stay ahead of developments in your area
of interest and build a ‘Listening Dashboard’.

50. Twitter
Events AS they happen not AFTER they have happened

51. In a survey– “How does Twitter work for you?”
In less than 7 mins -7 replies.
Twitter keeps me connected to friends I know & helps connect me
to new people & opportunities
Twitter helps me to be connected with people and new
developments, and helps to make new connections too
Twitter's introduced me to many other organisations with similar
goals that I wouldn't have met, & sharing best practice
Twitter helps me build & maintain my professional network
Keeps me up to speed with others - via my phone - esp important
when out of office
To keep track of topics/people of interest and discover new topics
and people through the first set of people and topics

52. Listening VIA RSS
• What are other websites saying about your organisation/or an issue of
your interest ?
• What are organisations you support saying?
• See EU/EU PROJECTS ,sectors reports and announcments ,PR as
published
• RSS enabled feeds automatically can be picked up to be read at your
leisure in a feed reader (such as Bloglines or Google Reader) without
you having to re-visit each website
• Content aggregated into a single easily readable interface/netvibes
• RSS feeds can be converted for email delivery
• RSS feeds from others can be embedded in your website

53. Listening
• Tell others what you are doing
• Easier for supporters (individual and peers) to keep up with your
events and news
• RSS enabled feeds automatically can be picked up to be read at
their leisure in a feed reader (such as Bloglines or Google
Reader) without them having to re-visit your site
• RSS feeds can be converted for email delivery
• RSS feed can be embedded into other organisations websites
• We will provide a document which explain the rss usage

54. Listening

55. Social media created the opportunity of all
types of communication tools …
Define which to use
learn…practice ask and apply ?we are
ready to tell how to use some of them.

56. Break

57. Social Media tools and local support organisations

58. Remember the steps
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

59. Implement - match right social networking tool
But new media doesn’t just replace old
media
<Guide – Pages 11, 12 3, Research (See Appendix 3)
4, Decide on your approach
– Steps 3, 4 and 5>
5, Jump in

60. 1
The main Social 7 2
Media Types
Also Social
6 Collaboration 3
and
Productivity
•An organisations’ activities Tools
5
4
•Which tools are the best
•Examples of use

61. SOCIAL MEDIA TOOLS

62. Use by– Pick one goal & Development
Step 2
Local Support to pursue
Organisations
Some examples of how these organisations
are using the main Social Media tools

63. Why these Tools?
• Quick and easy to set up and continue to develop (maybe 30 mins a
week)
• Draws people to the website
• You want feedback from people and want to start conversations
• Once set up, requires very little work (may take a while to get used to)
• Spreads awareness
• Draws people to your website
• Links to your blog or Facebook page

64. Online journals - Blogging
How to blog –
document

65. Twitter – Telford & Wrekin
Document for
explaining
Twitter is
available
Visit
http://palestin
emedia.blogs
pot.com/

66. Why these Tools?
• High number of clients/potential clients have Facebook page, but only
use if your audience are already there
• Links to blog
• Can have separate Facebook page for projects and business activities
• They have the technology to make it quick and easy
• It provides them with an extra web presence
• It gives a face and a personality to your organisation

67. Social Networking - Facebook
Pages-
groups
Phoros
Events
pulls
Interactive

68. Video Sharing – Youtube ,Vimeo ,bliptv

69. 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

70. 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

71. How much time will you
spend doing the work once
you learn skills?
Listen Promote Participate Publish Build
No Engagement Broadcast/Share Low Engagement Content Intensive Community
High Engagement
15 min/day +20 min/day +
30 min/day +
3-5 hrs/wk
Original concept by Beth Kanter, revised by Aliza Sherman
+ 5-10 hrs/wk

72. Social Media in Practice – Now it’s your turn!
Surgery session to help you try out any of the tools we’ve talked about
Help you register your organisation for the websites you’ve seen
Just to answer any more questions you have about social media

73. Blogging and Video Productivity Tools
Doodle, Eventbrite etc.
Facebook Communications
RSS and Twitter
20 minutes to try them out ... then move round for more

74. Image Sharing - Flickr

75. Talking to the web – News Output

76. ‘Audacity’ – free software for recording and converting to
MP3 to load to the web http://audacity.sourceforge.net/
Commoncraft Video explaining Podcasting Visit

77. Get the know how and apply it – you
will not forget it

78. Sustaining the conversation
and
any questions

79. What have we made?

80. Sustain – engage, converse, measure, adjust
If you don’t do it,
someone else will
<Guide – Pages 13, 14 6, Measure your success
7, Develop
– Steps 6 and 7>

81. 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

82. What social media will do
• Increases speed of communication – no faster way to
(Action) spread your message than through social networking.
• 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

83. 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
• Joins together communities who are interested in the
(Action) similar things, have the same likes or are
striving for the same objectives.
• Common Video explaining Social Media , and any of your
activities

84. Social Media - In conclusion
• It’s only beneficial to your organisation if it’s going to tangibly
help you to achieve your goals.
• Establish a a plan thinking short, medium and long term – and
have an internal policy 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 Communications of your message
Marketing your project, Fundraising, Productivity, .... and
whatever else you do.
• Implement, monitor and adjust – and remember it takes time!

85. Social media - reflections
• What ideas do you have for your use from this workshop?
• How could your organisation use or make more of social media?
• How could groups you support, campaign more effectively using social media?
• What gaps are there in supporting them?
• Has your organisation a social media policy or Twitter guidelines?
• Have we answered the UnAnswered Questions?!
• How can we keep the conversation going?

86. Thank You