The document outlines the agenda and discussions from the second day of a workshop on social media for development, focusing on public communications and governance through social media. It includes comparisons between traditional and social media, emphasizing the immediacy, accessibility, interactivity, and findability of social media. Additionally, it provides exercises for participants to engage with social media policy and best practices for leveraging these platforms effectively.

1. Social Media for
Development
Day 2:August 8, 2013
National Computer Institute
Ruben Canlas Jr
Based on materials originally developed by
Emmanuel Lallana, PhD
for UN AP-CICT
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2. 5. Public Communications
through Social Media
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3. Day 2:Agenda
• Presentations of Group Work
• Governance by Social Media
• Public Communications through Social
Media
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4. Cluetrain Manifesto
A powerful global conversation has begun.
Through the Internet, people are discovering and
inventing new ways to share relevant knowledge with
blinding speed.
As a direct result, markets are getting
smarter—and getting smarter faster
than most companies.
“AUDIENCES”
“GOVERNMENTS”
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5. Exercise: Internet Hunt
• Search for The Cluetrain Manifesto
• Read the first page, including the first 15
points of the “95 Theses”
• What ideas stood out for you?
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6. aka: Public Relations (PR)
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8. Exercise:Traditional vs Social Media
Description Traditional Social
TV, radio, newspapers,
books, movies
Facebook,Twitter,Tumblr, wiki,
etc
Reach How far can content
be delivered
Immediacy Speed of delivering
information
Accessibility Access to means of
production
Interactivity Ease of facilitating
conversations
Permanence Degree of editability
Findability Ease of finding content
Learning
curve
Skill needed to
produce content
Pair up and fill
the table
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9. Exercise:Traditional vs Social Media
Description Traditional Social
TV, radio, newspapers,
books, movies
Facebook,Twitter,Tumblr, wiki,
etc
Reach
How far can
content be
delivered
Wide reach, but may
have geographic
limits
Technically unlimited
Immediacy
Speed of
delivering
information
Broadcast:
immediate
Print and Film:
slower
Real time
Accessibility
Access to means
of production
Expensive Free or at minimal cost
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10. Exercise:Traditional vs Social Media
Description Traditional Social
TV, radio, newspapers,
books, movies
Facebook,Twitter,Tumblr, wiki,
etc
Interactivity
Ease of
facilitating
conversations
Low interactivity High interactivity
Permanence
Degree of
editability of
content
Permanent content
once published
Dynamic content
Findability
Ease of finding
content
Hard to find,
ephemeral
Just use Google
Learning
curve
Skill needed to
produce content
Usually requires
specialized teams
and processes
Can be done by an
individual amateur
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17. Google Analytics Demo
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18. Developing
SM4D Policy
Best Practices and Tips
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22. Engage people: call for meetings, ask
opinions, consult
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24. Suggestion #6: Be patient.
Don't be impulsive in responding.
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25. Don't badmouth it.
Change it.
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26. Use a hybrid of both approaches.
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27. Different ways to use
social media resources
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32. Tips: Don't let “anonymity” make
you do crazy things. Nothing is
totally anonymous in the internet.
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33. Final Exercise
• Groups: pick a government agency (pref: the ones you used
in your groups)
• Write an outline for social media policy. Use POST:
• People: who are your target audience/stakeholders?
• Objectives: 3 reasons why your agency should get into
or use social media?
• Strategy: Identify at least one (1) campaign you will run
through social media to attain a specific objective.
• Technology: Identify at least 3 social media types/apps
you will use for your campaign
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34. • slideshare.net/rubencanlas
• Email: rcanlas@alumni.cmu.edu
• Twitter: @cryptonomikon
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