1. The document discusses how social media is evolving and becoming more participatory, open, conversational, and connected as people participate in online communities. 2. It provides an overview of common social media tools like Facebook, Twitter, and blogs and how organizations can use them to listen, engage, share content and generate buzz in order to build communities around their mission. 3. The key recommendations are to listen to conversations, add value through engaging content, invite user participation, leverage multiple channels to spread messages, and focus on community building rather than just the organization.

1. Get Schooled in the Tools How they work, what they’re good for Presented by Lisa Colton, Founder & President Darim Online [email_address] 434.977.1170

2. Goals Demystify social media Help you think strategically Build vocabulary Show examples Turn you on to resources Warning: You may feel overwhelmed! (And excited, and inspired.)

3. COMMUNICATIONS REVOLUTION

4. COMMUNICATIONS REVOLUTION

5. Characteristics of Social Media Participatory : It blurs the line between producer and consumer, media and audience. Open and Democratic: It encourages voting, comments and the sharing of information. For this reason it is seen as authentic and trustworthy . Conversational: Two (or more) way conversation rather than one-directional broadcast. Is personal, specific, and engaging. Communal: Supports formation, growth and strength of communities around a particular shared interest. Connected: Thrives on being connected , making use of links to other sites, resources and people, rather than being territorial and proprietary.

6. A Tool Can Be A Game Changer Traditional Media Brand in control One way / Deliver msg Repeat message Focused on the brand Educating Org creates content Social Media Audience in control Two way / Conversation Adapt the message Focused on the audience Influencing, Involving User and co-created content How are you adapting?

7. LISTENING Source: Flickr user andyadontstop

8. Google Alerts

9. Open Your Ears Temple Israel, Memphis Facebook Page

10. Facebook www.facebook.com/templeisrael Take advantage of tools Participation

11. Open Your Ears Temple Sinai, Oakland, CA

12. Twitter

13. HOW TO LISTEN Keywords Influencers Staffing Who’s talking about you? Who’s talking about your field? What’s most important to your audience? Breadth, Depth, Reach Are you on their radar? What will they pass on? Who is listening? How do they respond? What are they learning? How do they pass on info?

14. #1 Social media is continuing to evolve. Fast. ENGAGING

15. Red Cross

16. A Person, Not Just A Brand

17. Find places where your target audience goes. Participate in the conversation. Add value, educate, include links. Use your “listening” to identify these places. Unofficial Outposts

18. Real Life Example

19. Make Your Content Social

20. Social Capital is the value of the connections between and among social networks for increasing productivity, spreading information, and locating desired resources. Content should be newsworthy, unique, controversial, timely immediately useful and/or funny. 1:12 ratio Social Content is Social Capital

21. Rabbi Hayim Herring’s “Tools for Shuls” blog Conversation

22. Examples: CNN iReport Tags in Flickr, blogs, Youtube Crowdsource by asking questions (learn, connect, engage, respond) Guest bloggers Hashtags on Twitter What’s a question you could ask? Invite User Generated Content

23. Get out and socialize. Add value. Connect. Use Your Outposts!

24. “ Organizations no longer have a monopoly on organizing” -Clay Shirky A Platform for Self-Organizing #tweetsgiving is mission centric. Organically grows. Donations follow.

25. Allow Users to Remix

26. Social Means: Make It Human

27. What is BUZZ? What is VIRAL? Remember POST Generate Buzz

28. Energize - Sixth and I tent video and tweets Empower others to spread the news Tweetsgiving hashtag about Thankfulness IS marketing their campaign, and walking the walk. Use your relationships Lead Up To Events or Campaigns Source: Edelman

29. Blog Twitter (#beth53) Facebook (Causes) 475 Tweets with the #beth53 66 blog posts (others) 2047 clicks on the link 40% new donors 8 years -- guess total raised? Use Multiple Channels Beth Kanter is 53

30. Community Building Put links on web site, in email signatures, on contact us page

31. Community Building Make connections, focus on community, not institution

32. Provide Value, Solve Problems

33. Review of 5 Stages LISTENING Tools e.g. Google Alerts and blog readers Who will be listening? Internal communications, tracking ENGAGING Find places to engage (influencers, blogs, conversations) Add value Be human USING SOCIAL CONTENT Create content for social uses Invite others’ voices Create structures for conversations around your mission GENERATING BUZZ Find your voice Build relationships with key energizers Use multiple channels COMMUNITY BUILDING Cooperative pursuit of your mission Empower your community and collaborate with them