The document summarizes a social media workshop for Cambridge organizations hosted by Cambridge Community Television. The workshop covered best practices for social media including setting up blogs, using tools like Twitter and Facebook, and measuring success through analytics. It provided guidance on developing a social media strategy and determining goals and resources before engaging online. Attendees learned how to establish policies and received recommendations on tools and resources for non-profits using social media.

1. Social Media Workshopfor Cambridge Organizations November 19, 2009 Cambridge Community Television Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

2. Thank You Whole Foods! Follow on River Street - @WholeFoodsRVR Prospect Street - @WFMProspectSt Fresh Pond - @WFM_FreshPond Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

3. Who Am I? Colin Rhinesmith, Community Media Coordinator, Cambridge Community Television Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org Website Facebook Twitter YouTube Flickr Linkedin

4. Your Survey Responses Q: What issues would you like addressed? Best practices: social media Time management Identity/brand management Return on investment Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

5. We don’t have time to . . . Address every technical question Review all social media tools Review website management Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

6. Today’s Agenda Review Best Practices Create A Social Media Strategy Learn How to Measure Success Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

7. Before You Begin Determine your organization’s goals Develop a communications plan Know how to reach your audience Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

8. Surveys Work! Create a Survey: Survey Monkey - http://surveymonkey.com- Basic: Free (100 responses per survey)- Monthly Pro: $19.95/month (1000 per month)- Annual Pro: $200/year (unlimited responses per survey) Phone Calls Paper Based Survey Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

9. Part I.Best Practices: Social Media RSS Blogging Sharing Twitter Facebook YouTube Examples adapted from David Dombrosky’s (must see) Slideshare Presentation, “Social Media And Social Networks From Experiment To Strategy Aug09” - http://tinyurl.com/yzz6xre Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

10. What Are Social Media? Cambridge Community Television - 675 Mass Ave, Cambridge, MA - (617) 661-6900 - http://cctvcambridge.org

11. What Are Social Media? Social media are tools that allow you to . . . Connect to people with similar interests Participate in online discussion and debate Be the media- author- photographer- filmmaker- storyteller Cambridge Community Television - 675 Mass Ave, Cambridge, MA - (617) 661-6900 - http://cctvcambridge.org

12. Where To Learn More Sign-up for a personal account - Connect to friends and colleagues CCTV Training Program - http://www.cctvcambridge.org/training Non-Profit Technology Network - http://www.nten.org/ Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

13. Listen Before You Engage Listen to your audience & how they communicate before you engage Know which tools your clients are using Don’t use tools they’re not using! Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

14. Best Practices: RSS Make it easy for people to subscribe to your new content. Set up an RSS feed! What is RSS? http://www.whatisrss.com/ Feedburner: http://www.feedburner.com/ Need an RSS feed? - Set up a blog to allow your audience to follow updates from your organization Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

15. Best Practices: Blogging Set up a blog at Wordpress.com or Blogger.com- Share a link to your blog on your website These sites will give you a RSS feed Keep stories short:- “Writing for the Web” - http://tinyurl.com/d23ddc (Poynter Institute) Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

16. Best Practices: Sharing Set up a social sharing service, such as “Share This” (http://sharethis.com/) for your social network site (i.e., your website or blog) Provides a way for your audience to share your content with their communities Other Examples: AddThis: http://www.addthis.com/ FriendFeed: http://friendfeed.com/ Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

17. AddThis Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

18. Best Practices: Twitter From David Dombrosky’sSlideshare Presentation (Love this!): “70 – 20 – 10 Engagement Model:- 70% - Sharing other voices, opinions, and tools- 20% - Responding, connecting, collaboration, and co-creation- 10% - Promoting and/or chit-chatting”http://tinyurl.com/yzz6xre Twitter tools: Tweetdeck, more at Mashable.com Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

19. Tweetdeck Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

20. Best Practices: Facebook Q: Should I set up a Page or Group? A: Set-up a FacebookPage- Provides analytics- Provides opps for Fans to share your content with their Facebook friends Allow fans/supporters to create Groups From David Dombrosky: Use Events to generate visibility Use Causes for donations or visibility Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

21. Cambridge Community Television Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

22. Best Practices: YouTube Set-up a non-profit channel: http://www.youtube.com/nonprofits Buy a Flip Mino video camera Produce member video spotlights - Learn how at CCTV! Upload to YouTube and share on your website or social network (Facebook, Twitter, etc.) Make time to respond to comments Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

23. Cambridge Community Television Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

24. Part II.Create a Social Media Strategy Determine who will manage your identity Determine time & resources available Establish internal policies around social media use Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

25. Part III.Measure Success Set up Analytics for your website, blog or other social media service to measure traffic to your content. Examples:- Facebook Page- Bit.ly URL shortener (also has analytics)- Google Analytics Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

26. Sample Social Media Workflow Publish your story to website or blog Shortenlink using Bit.ly Share on Twitter & Facebook Measuresuccess using Bit.ly, Facebook Insights, or Google Analytics Example: http://cctvcambridge.org Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

27. Step 1: Publish Your Story Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

28. Step 2: Use Bit.ly to Shorten URL Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

29. Step 3: Share Link on Twitter Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

30. Step 3 1/2: Share Link on Facebook Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

31. Step 4: Measure Success (Bit.ly) Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

32. Step 4: Measure Success (Facebook) Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

33. Step 4: Measure Success (Google)http://www.google.com/analytics/ Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

34. Review Discover Best Practices Create A Social Media Strategy Learn How to Measure Success Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

35. Resources for Non-Profits CCTV offers web media classes:- http://cctvcambridge.org/training We Are Media: http://www.wearemedia.org/ Socialbrite: http://www.socialbrite.org/ NTEN – http://www.nten.org/ A Social Media Guide for Non-Profits: http://nonprofitorgs.wordpress.com/ Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

36. Questions? Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

37. Thank you! Colin Rhinesmith, Community Media Coordinator, Cambridge Community Television, colin@cctvcambridge.org Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org