The document discusses how social media usage trends in Singapore show that charities need to adapt their social media strategies to be where their stakeholders are and engage in more passive content consumption behaviors. It recommends that charities begin with developing a wise content strategy and explore new behaviors on social media platforms to help solve problems, lower costs, expand resources, and leverage the influence of peer messages.

1. Why Charities Need
Social Media
Michael Netzley, PhD
Asst. Professor, Corporate Communication
Fellow, Society for New Comm Research

2. Can You Afford This?

3. Where are Your Stakeholders?

4. SG Netizens: On-line Preferences 09
wiki contribution
Microblog
On-line Ratings
Personal Blog
Upload Videos
Leave Comment Blog
Visit Friends' SNS
My SNS
Watch Videos
0 10 20 30 40 50 60 70 80 90 10
0
30+ 20-30 <20
© 2009 Michael Netzley, research.

5. 2010
Wiki Contribution
Microblog
On-line Ratings
Personal Blog
Upload Videos
Leave Comment Blog
Visit Friends' SNS
My SNS
Watch Videos
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
30+ 20-30 Under 20

6. 2010 Sg Microblogging
308%
Increase
(c) 2011, Michael Netzley, PhD

7. 2011
Wiki Contribution
Microblog
On-line Ratings
Personal Blog
Upload Videos
Leave Comment Blog
Visit Friends' SNS
My SNS
Watch Videos
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
30+ 20-30 Under 20

8. Singapore

10. What It Means for You
• You need to be where
your stakeholders are
• Adapt to Singapore’s
comparatively passive
consumption behaviors
• Begin with a wise
content strategy

11. Next…Explore New Behaviors

12. Power of
Crowds

13. Tan Siok Siok: Filmmaker
http://www.twittamentary.com/

14. Twittamentary

15. Interview with Siok Siok
Interview: episode #479

16. Solve
Problems

17. Lower Cost
with In-kind
Trades

18. Expands
Your
Resource
Base

19. Messages
from Peers
more
Influential

20. Many Small
Amounts
Add Up

22. Gartner: SNS and Public Sector
“social networks will
complement, and may replace,
some public sector functions…”
Gartner, 23 Oct 2008

23. My Business Card