ccih webinar social_media_oct_25_2012_david_olson
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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: [email protected] Website: www.olsonglobalcom.com Twitter @davidjolson