ccih webinar social_media_oct_25_2012_david_olson

Speak Out! From Media Relations To Social Media

By David J. Olson

What is social media? Social media includes web-based and mobile technologies used to turn communication into interactive dialogue. (Wikipedia) Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."

Advantages of social media • They’re free (mostly) • They can help you tell your story cost-effectively • Most can be used on cell phones • Great way to connect with journalists, policymakers, potential

employers, powers-that-be • With privacy settings, you can control what people see and who you are

following • Great for researching topics for op-eds and blogs • Metrics allows you to know who you are reaching and the impact

Disadvantages of social media • Privacy concerns • Vulnerability to criticism or attack • Takes time to learn • Can be addictive and distracting • You have to look at a lot of junk before you find

stuff that’s useful

Most popular social media • Facebook (personal & professional) – 1 billion+ users

(second most visited website) • Twitter – 500 million+ users (8th most visited website) • YouTube – 800 unique users a month, owned by

Google (3rd most visited website) • LinkedIn (professional) – 175 million+ • Blogs (Huffington Post, Guardian, Daily Beast, etc.)

• An online social networking and micro-blogging service created in 2006

• Enables people to send and read text-based posts up to 140 characters, known as "tweets"

• Has 500m users, generates over 340m tweets/day and handles over 1.6 billion search queries/day

• Eighth most visited website on Internet • Owned by Google

• To drive followers to your website, blog, video or a relevant news item

• To educate your stakeholders • To advocate to key stakeholders

(policymakers, journalists, etc.) • Events (like London Family Planning Summit)

work well for Twitter

Applications for CCIH members

• How it works • Hashtags (#faith) • Twitter handles

(@CCIntlhealth) • URL shortener

(bit.ly) • Retweeting • Privacy settings

Tricks of the Trade

Twitter Case Study

Twitter Use Is Rising in Africa Over three months, South Africans generated 5 million tweets, Kenya 2.5 million and Nigeria 1.6 million (this includes only those who geo-locate their Twitter account)

• Social networking site launched in 2004 • Most successful social network in world, and

second most visited website on internet • Over 1 billion active users (as of Sept. 2012) • Users may join common interest groups

organized by workplace, issues or profession

• Sharing news (your own or others’) or photos, publicizing events or a call to advocacy

• For those with website, can serve as more engaging communications tool and reach different demographic

• For those without website, can serve as lower-maintenance, no-cost substitute

• Easy metrics shows demographics of fans

Applications for CCIH Members

364 likes

575 likes

Social media case study

Melinda has 231,000 followers on Facebook

Handling negative posts/tweets

Interactivity is at the heart of social media You have three options: Do nothing Respond to it Deleting it (if it’s on your social media)

Blogs

You may not have your own blog but: You can comment on

others’ blogs You can write op-eds on

others’ blogs In either case, choose

carefully based on who you want to reach

Once it’s published, you still have to promote it

Applications for CCIH members • Professional networking • Job seeking and recruiting • Expertise to enhance your professional

credibility • Finding groups on issue areas (LinkedIn

Groups) • Highlighting your issues • Promoting your news, blogs, etc. • Research for blogs and op-eds

(13th most visited website)

Social Media in a Snapshot

Resources NTEN (Nonprofit Technology Network):

http://www.nten.org/ Social Good, a podcast of Chronicle of Philanthropy:

http://philanthropy.com/section/Social-Good/365/ Beth’s Blog: http://www.bethkanter.org/ Technorati Top 100 Blogs:

http://technorati.com/blogs/top100/ Measuring the Networked Nonprofit: Using Data to Change

the World: http://bit.ly/Rk17pj Five Types of Nonprofit Tweets Guaranteed to Get

Retweeted: http://bit.ly/SSe8dM Five Tweeters of Social Good You Have to Follow:

http://bit.ly/QZEFPi Armchair Advocates: Where Social Media Meets Social Good:

http://armchairadvocates.com/

Contacts Email: david@olsonglobalcom.com Website: www.olsonglobalcom.com Twitter @davidjolson