social and citizen media

7/30/2019 Social and Citizen Media

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Regina Layug Rosero, Project Coordinator

Mulat Pinoy Project, Probe Media Foundation

Asian Forum for Parliamentarians on

Population and Development Foundation, Inc. (AFPPD)

Communications Workshop on ICPD 2014/Post-2015 Agenda

July 16, 2013, Tagaytay


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Mass CommunicationOne is to Many

Tweet us! @mulatpinoy @rejjventress


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Evolution of Communication



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Media in the

20th Century


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Social Media Anybody can say

anything, talk to

anybody.

PUBLIC conversation

Different strokes fordifferent folks:Theres a place for allinterests.

Shorter messages forshorter attentionspans



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Media NowStudents of Red Balloon,

largest English school in

Brazil, correct celebrities

grammar and spelling onTwitter.



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Why? People are already on Facebook and

Twitter.

New audiences can revitalize your

cause. Todays netizens = Tomorrows leaders

A few messages can reach a whole lot of

people.

Your cause could go viral.


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What social media can be

used for advocacy?Social

Network

Content Advantages

Facebook Pictures, videos, status, privatemessages, 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 and viralphotos

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

Scribd Document sharing Reports, presentations


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How?1. 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!


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Effective Social Media

Campaigns Creativity is key.

Brevity is wit.

Pics or it didnt happen.

#important



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Why Bloggers

Matter Online, often the

reporter and the

reader are the same.

Bloggers:

Independent

Credible to their

networks andreaders

Passionate about

specific causes or

issuesTweet us: @mulatpinoy @rejjventress


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Bloggers VS Journalists

Tweet us: @mulatpinoy @rejjventress

Bloggers Journalists

Unvetted, unedited,

unorganized

Rushing to break the news:

Reporting is a competition

News is business: more

followers, Facebook Likes,

retweets, Website views

New opinions, fresh

perspectives, variety in

discussion

Beholden to editor, publisher,

reader

Rushing to break the news:

Reporting is a duty to truth

News is business: sell issues,

get higher ratings, get more

listeners, viewers & advertisers

News is entertainment:

Showbizification of news


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Citizen ReportingHow does social mediaallow ordinary people todo the reporting?

Smartphones

Mobile data

Public posts on social

media Addressing posts to news

networks and relevant

institutions

On-the-ground reports:Typhoons, elections,

public works,

government offices,

commerce, crime Tweet us! @mulatpinoy @rejjventress


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ow do you keep track?

Analytics and Insights Klout

Online auditing

Numbers VS Engagement



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Effective Social Media Advocacy


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Web Performance

High number of visitors who are

looking for more information.

279,000 Visits

235,000 Unique Users

Average time on site of 39sec

Hit a high of 96,000 visits on launch day

w/ over 1,800 users at a time.

Over 8,000 emails received

www.itsmorefuninthephilippines.com

January 6 February 15, 2012

- Roshan Nandwani,

BBDO Proximity, February 2012
http://www.itsmorefuninthephilippines.com/http://www.itsmorefuninthephilippines.com/


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Social Buzz #1 on Twitter during launch weekend Over 100 More Fun In the Philippines FB

Pages Currently @ 1 min / average mention

hit a high of every 6 seconds

Over 11,000 photos created

Various Celebrity Tweets

Mentions on all local media outlets,

mashable.com, adage, creativity

3 Meme Generators Created

2 Mobile Apps Developed

A whole bunch of collections

- Roshan Nandwani,

BBDO Proximity, February 2012


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Effective Social Media AdvocacyWWF and Earth Hour



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WWF Earth Hour Campaign



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WWF Earth Hour Campaign


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Effective Social Media Advocacy RH Bill campaign in the Philippines


P th RH Bill


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Pass the RH Bill.

Uphold the RH Law!



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Pass the RH Bill.

Uphold the RH Law!



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Mulat Pinoy Best Practices Polls

Tweet us: @mulatpinoy | @PLCPD1989 | @rejjventress


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Mulat Pinoy Best Practices Action and reaction



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Mulat Pinoy Best Practices

Stay true to your

personality



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Face criticism Fans will defend you

Manage your trolls with

respect and tact



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Get their attention.

Connect popular events and people with your cause.



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social and citizen media

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