Social MediaSocial Media

Facilitated by: Caroline EganCarmichael Centre for Voluntary Groups

What is Social Media?What is Social Media?

Formal Explanation•The integration of all digital, computerised and online technologies into communication platforms. Referred to as Web 2.0

OR

•Basic communication. Tools such as Facebook are channels and a bridge to communicate with stakeholders. Channels are like languages and can be easily mastered. Content and value of the conversation is what really matters.

A Universe of Social Media PlatformsA Universe of Social Media Platforms

Social Media – Points of InterestSocial Media – Points of Interest

Over 1 billion people use social networks36% of social network users have posted about

brandsOnly works with a large audienceIs hollow if it doesn’t create some form of valuable

content for the readerSimple strategy: create, connect, converse through

social networking, blogging, online videos

Things to watch out for…Things to watch out for…

Integrating social media into organisational websitesMore support through social mediaResponsive mobile websitesSocial gaming will grow Most social media usage will be of mobilesInteracting with live TVGrowth in “social” newsEach person’s social footprint will grow

Things to watch our for…Things to watch our for…

F-commerce (Facebook commerce)Crowd sourced funding platformsCharities – mobile apps (help care givers keep track

of elderly friends/family)Flipped classrooms – look at a lecture online and use

class time for discussionTouch screen kiosks the normDigital property that has physical items to

accompany (called motivational objects)

Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing

1. C = Communities

Users gathering to learn, talk, chat. Success arises from creating bonds between users rather than simply between the organisation/brand and users

Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing

2. C = Conversations

Communication is about conversation, not “pushing a message” on users

Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing

3. C = Content

Content needs to be fresh and timely. Users want “architecture of participation” (Tim O’Reilly)

Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing

4. C = Continuity

React to news and conversations. Micro strategy. Micro campaigns rather than big ideas

Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing

5. C = Context

If you don’t have original content, piggyback on existing conversations i.e. borrow relevance. But needs to reinforce what you do and stand for

Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing

6. C = Control

Organisations don’t control the conversation, users do!

Goal of Social MarketingGoal of Social Marketing

To get users to incorporate your social media offerings/brand into their online lives

Communicating an idea: Fundraising ExampleCommunicating an idea: Fundraising Example

You need to communicate a simple persuasive fundraising idea:

Example: RNIB Every day 100 people start to lose their sight. We need your

support to help rebuild lives devastated by sight loss. (less than 140 characters!)

= (NEED) (SOLUTION) (NOW)

Plan, Communicate, Listen: Social Media Plan, Communicate, Listen: Social Media Strategy Strategy

Social Media Strategy – Reasons for FailureSocial Media Strategy – Reasons for Failure

Lack of: strategy, understanding of users, posting relevant messages, consistency, monitoring

Lack of internal resources to manage social media platforms

Failing to engage audiences and thus having a limited reach

Lack of content guidelines

Establish a Social Media Protocol Establish a Social Media Protocol

Identify what information should be kept privateWhat information would be beneficial to be made

public?What personal social media use is appropriate?How can the message be sent out consistently?What are the rules for proactive/reactive media

use?How to respond to negative engagement?