This document provides an overview of social media and strategies for using it. It defines social media, lists objectives like listening to customers and energizing advocates. It discusses tools like Twitter, blogs, and Facebook and how museums can use them to connect with new audiences, share content, and get feedback. Roadblocks to adoption like philosophical shifts in allowing users more participation are addressed. The document aims to help organizations create a social media strategy and get over fears of using these new technologies.

1. Sparking Conversation: Social Media and Audience-Building AKA: Getting Over the Fear and Getting Online

2. Our own social network Your profile should include: your name your employer/school your education friends list other info "I heart technology" application

3. John’s Definition of Social Media Places to discover new things Find people who you feel share common ground A service that keeps you informed, and entertained A productivity tool that makes your life easier A way for you to comment on important issues, and feel like you are a part of the process A way to listen to how others value you.

4. What do you want to learn today?

5. Plan for today: Social web basics Forrester basics and objectives Twitter Institutional planning Facebook Blogs Other applications Roadblocks and internal implications Moving forward

6. Social Web Basics

9. (CC) Brian Solis. www.briansolis.com

10. Forrester has it down as well as anyone else. Technographics : Lets see who are your users!

11. Choose a strategy .

12. The four step approach to the social strategy P O S T People Access your customers social activities Objectives Decide what you want to accomplish Strategy Plan for how new relationships with customers will change Technology Decide which social technologies to use Entire Contents Forrester 2007

13. Objectives What is yours?

14. The parts Forrester and everybody else is saying… LISTENING . Finding out what your customers are really saying. Best tools are brand monitoring, private communities like Communispace, ratings/reviews, Google Reader. Mattel’s Playground Community

15. The parts Forrester and everybody else is saying… SPEAKING . Connecting with your customers in new ways, extending PR and marketing. Best tools are blogs, podcasts, participation in MySpace/YouTube and other user-generated media. Young & Free Alberta

17. The parts Forrester and everybody else is saying… ENERGIZING. Getting your best customers to evangelize your products. Best tools are public communities and ratings/reviews. Hershey’s Bliss House Party

18. The parts Forrester and everybody else is saying… SUPPORTING. Helping customers solve their own and each other's problems. Best tools are blogs, forums, wikis. Nerd Network Community

19. The parts Forrester and everybody else is saying… EMBRACING. Working with your customers to make products better. Best tools are communities, user-generated media. Mystarbucksidea.com

20. The parts Forrester and everybody else is saying… Social Impact – The Brooklyn Museum Brooklyn Museum for all three entries: ArtShare Facebook App Brooklyn Museum's Click Exhibition Brooklyn Museum Posse

21. Listening: What are people saying about you? Google Facebook Twitter Yelp and other review sites Flickr Wikipedia

22. Twitter

23. Why Twitter?

24. Let’s Dive In Hashtags – Obama Inauguration Consumer Electronic Show Follow Friday Museums in Conversation 2009 = #mic09

25. Exploring Twitter www.search.twitter.com Helps you search for relevant conversations Search for relevant terms and organizations and report back what you’ve found. To get you started: Plimoth Plantation Cape Fear Museum Chronicle of Philanthropy

27. New Media Initiative Standards and Guidelines Team Website Review Team Web 2.0 Team Facebook Workgroup Blog Workgroup Emerging Technologies Team

28. NYSHA's New Media Guidelines Be credible Be sincere Be an ambassador

29. Facebook

30. Goals Connect to visitors in new ways Reach new audiences Reconnect with CGP alumni Share existing and new content

31. Who are our audiences?

32. What is a blog? Web Log – a running diary or journal, informative, personal Personal, business, organizational uses Frequently updated with one or more voices

33. Blogs The Farmers’ Museum Blog Rural Blacksmith Blog Fenimore Art Museum Blog

34. Other applications Flickr YouTube Slideshare Productivity Tools Google Reader Google Alerts

35. Roadblocks

36. A philosophy shift? New audiences and new directions suggest a radical trust “ We can only build emergent systems if we have radical trust . With an emergent system, we build something without setting in stone what it will be or trying to control all that it will be. We allow and encourage participants to shape and sculpt and be co-creators of the system. We don't have a million customers/users/patrons ... we have a million participants and co-creators .“ Darlene Fichter University of Saskatchewan Libraries, 2 April 2006, “Web 2.0, Library 2.0 and Radical Trust: A First Take”

37. What are you going to do when you get back to work? Moving Forward