communicating through social media

7/30/2019 Communicating Through Social Media

1/39

Communicating Through

Social Media

Regina Layug Rosero, Project Coordinator

Mulat Pinoy Project, Probe Media Foundation

Advocacy Communications Training, June 20, 2013, Tagaytay

Inter-Church Organization for Development and Cooperation (ICCO)

and

Philippine Legislators Committee on Population and DevelopmentFoundation, Inc. (PLCPD)


2/39

ACTIVITY:

Big Picture, Many Pieces You have 1 minute and 1 sheet of paper.

Distribute your paper to the people around you. You can tear up the paper into as many pieces as

you like.

You can give the pieces to different people.

You can give all the pieces to just one person. You decide how many pieces to give to each person.

You can also keep all the paper to yourself.

Tweet us: @mulatpinoy | @PLCPD1989 | @rejjventress


3/39

ACTIVITY:

Big Picture, Many Pieces

How did you feel

giving your paper to different people?

receiving paper from different people?

passing on pieces of paper you received to different people?

having different colors and sizes of paper?

How long did it take you to distribute all your paper?

How do you know where your paper went?

How big is your paper? How small?

How complete is the picture you now have, made from the

pieces of paper you have?



4/39

PART 1:

The Nature of Social Media

Communicating Through Social Media



5/39


PC Magazines definition of a social networking site:

A Web site that provides a virtual community for people toshare their daily activities with family and friends, or to share their

interest in a particular topic, or to increase their circle of

acquaintances.

Social media can be a conversation, can broadcast yourmessage to many people, and can be shared and reshared to

others: viral, very interactive, many to many.



6/39

The Nature of Social MediaConversation One is to One



7/39

The Nature of Social MediaTraditional Media

One is to Many



8/39




9/39

Social Media Contentarticles/blog posts

photos/photo essays

infographics

polls

videos/podcasts

memes



10/39

What is Social Media mainly

used for?

Socializing

Research

Entertainment

Sharing

Advertising



11/39

Online News VS Traditional News


Similar goal: reach more people!TV - ratings

Radio - listeners

Print - issues/copies

Online - website views


12/39

Online News VS Traditional News

Fewer restrictions online, not

limited by production

problems: airtime, editing,

shooting

Frequent updates while story

is hot

Multimedia: Text, images,

video, graphics, charts



13/39

Online News

VSTraditional

NewsLessons from PPI

Forum:

Who is the reporter?

Who is the reader? Whats the difference?



14/39

Internet Use: World Stats



15/39

Internet Use: World Stats



16/39

Social Media and Internet Use in

the Philippines


Population( 2012 Est.)

Internet

Users,

(Year

2000)

Internet

Users

30-Jun-

2012

Penetration(% Pop)

Facebook31-Dec-2012

Twitter

9-Aug-2012

Philippines 103,775,002 2,000,000 33,600,000 32.4 % 29,890,900 9,500,000

YouTube: January 2012 844 million videos viewed in Philippines

Gender Divide:

45.5% females

54.% were males

Age Brackets:

44% - 21-30 year old users

11.4% - 18-20 year old users

Locations: YouTube were accessed mostly from

home (66.7 percent)

education institutions (2.2 percent) least popular places for viewing

YouTube, possibly due to restrictions implemented on shared computers.


17/39

Social Media:

Its More Fun in the Philippines

From IntraPromote.com, a digital marketing agency in

Singapore:

Filipinos love to create their own videos singing karaoke and share

them with friends. Its more fun: Many people uploaded both fun and beautiful photos

of Philippines. Even during the monsoon season, Filipinos had a

sense of humour; photos displaying people relaxing or swimming

on a flooded street were shared online.


Janine Tugonon: One tweet

highlighting her appreciation

for Gods grace had 575

retweets and 436 favorites.


18/39

Pinoy Institutions Online



19/39

Pinoy Institutions

OnlineOrdinary people cancommunicate withgovernment agenciesprivate institutions and

celebrities.



20/39

PART 2:

Building Relationships Online




21/39

How do you get others to

disseminate your information?

Who is the reporter?

Who is the reader?

Find the force multipliers(Maria Ressa)

News websites

Celebrities/champions

Bloggers Other NGOs



22/39

Connecting with news websites

Press releases

Press conferences

Interviews

Features

Event coverage



23/39

Celebrities can champion your cause

Celebrities are people too

Your cause in the limelight



24/39

Working with Bloggers

Bloggers VS journalists

Independent

individuals with a

large audience civilian voice,

unattached to official

institutions

insights and networks

that establishedbrands might not have

Blog what you like



25/39

Other NGOs as online partners

Common goals

Audience: Who are youtrying to reach?

Similar demographics? Audiences currently beyond

your reach?

Similar language, strategies



26/39

PART 3:

Successful Online Engagement




27/39

The Basics1. Start with a few social networks: Facebook,

Twitter, wherever the people you want toreach actually are.

2. Have a communications plan.

3. Use all opportunities to promote your socialmedia accounts, and vice versa.

4. Hashtags are #important.

5. Update frequently!


28/39

What social media can be used

for advocacy?

Social

Network

Content Advantages

Facebook Pictures, videos, status, private

messages, groups, fan pages,controlled user access

Longer messages, photo

albums, online voting,events, notes and sharing

with specific demographics

Twitter Messages in 140 characters or less,direct messages, retweets, hashtags

Short messages, easy for

mobile use

Tumblr,Instagram

Photoblogging Popular for memes andviral photos

YouTube Video hosting Popular for parody videos,TV episodes, music

Scribd Document sharing Reports, presentations


29/39

Target AudiencesAsk yourself Think about

Who do you want to reach

with your content?

Age

Gender

LanguageMindset

Where is your target

audience?

Websites

Social networks

Geographical locationWhat do you want them to

remember most?

Important message

Action to take

New mindset


30/39

Strategies

Audience Goals/Opportunities

Legislators Providing info about constituents actual needs and

opinions

Watchdog mechanism, accountability

Other Advocates Cooperate and share latest developments Encourage participation from similar groups

Share audiences: the more, the merrier!

General Public Provide accurate info about important issues

Show how big issues affect ordinary people

Encourage participation on all levels

Youth Educate the decision makers, advocates and

parliamentarians of tomorrowTODAY!

Encourage advocacy work in their own communities

Encourage many small actions to create critical mass


31/39

Online Tools

Storify

Analytics

File sharing

Email tools

Mailing lists

Subscriptions

Email notifications

Twibbon



32/39

Mulat Pinoy Best Practices

Polls



33/39

Mulat Pinoy Best Practices Action and reaction



34/39

Mulat Pinoy Best Practices Stay true to your personality



35/39


Face criticism

Haters gonna hate

Fans will defend you

Manage your trolls with respectand tact



36/39


Get their attention.

Connect popular events and people with your cause.



37/39

Many of the same communication

standards apply

What do I want to do?

Who do I want to talk to?

How should I speak to them?

Why should they care?

Ana Santos, Sex and Sensibilities



38/39

Social media stories can lead

to social change.



39/39

Communicating Through

Social Media

Regina Layug Rosero, Project CoordinatorMulat Pinoy Project, Probe Media Foundation

Advocacy Communications Training, June 20, 2013, Tagaytay

Inter-Church Organization for Development and Cooperation (ICCO)

and

Philippine Legislators Committee on Population and DevelopmentFoundation, Inc. (PLCPD)

communicating through social media

Documents