social media for public relations and citizen engagement

8/7/2019 Social Media for Public Relations and Citizen Engagement

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SOCIAL MEDIA FOR PUBLIC RELATIONS AND

CITIZEN ENGAGEMENT

Brian Cugelman, PhD

Consultant with AlterSpark

15 October 2010

Social Media Training Workshop at the Global Citizens ForumOntario Council for International Cooperation

Toronto, Canada


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1. WORKSHOP OVERVIEW

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WORKSHOP OBJECTIVES

The workshop seek to help participants better

appreciate social media, assess its pros and

cons, and evaluate if their organization should

use or expand the scope of their social mediaactivities.

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AGENDA

1. Workshop Overview

2. Media Trends

3. About Social Media

4. Communication Theory: 1-way to 2-way Communications

5. Communication Theory: Source Credibility

6. Communication Theory: Influence

7. Assessing the Value of Social Media

8. Adopting Social Media in Your Organization

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TAILORING THE AGENDA: WHO IAM AND WHY IMHERE

Introduces yourself

Your background/organization

Your experience with social media

What you wish to learn and why

Tailoring the Agenda

Which parts seem more/less important? Is anything missing?

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WORKSHOP GROUND RULES

Lots of questions welcome Well address issues as they arise, and also at the end of

presentations

There are more slides than time, so well shift the emphasis basedon participant interest

Fixed agenda with a flexible facilitator Tangents are fine provided we can follow the agenda

Let everyone speak and respect others opinions

Brian will moderate discussions if required, so everyone can speak

Any other rules?

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2. MEDIA TRENDS

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GLOBAL ICT DEVELOPMENTS (1998-2009)


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3. ABOUT SOCIAL MEDIA

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SOCIAL MEDIA DEFINITION (WIKIPEDIA,2010)

Social media are media for social

interaction, using highly accessible

and scalable publishing techniques.Social media uses web-based

technologies to turn communication

into interactive dialogues.

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EXAMPLES

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SOCIAL MEDIA TRENDS:TOP 10 WEBSITES IN THEWORLD

1. Google (Search)

2. Facebook (Social media)

3. YouTube (Social media)

4. Yahoo! (Search)5. Windows Live (Search)

6. Baidu.com (Search)

7. Wikipedia (Social media)

8. Blogger.com (Social media)

9. Twitter (Social media)

10. QQ.COM (Search)

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5 Search5 Social media

Based on Alexa ranking retrieved 12 Oct 2010


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SOCIAL MEDIA TRENDS:THE RISE OF SOCIALMEDIA

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Google Facebook YouTube


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SOCIAL MEDIA TRENDS:THE RISE AND FALL OFSOCIAL MEDIA

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MySpace Facebook YouTube


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SOCIAL MEDIA DEMOGRAPHICS:GENDER

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SOCIAL MEDIA DEMOGRAPHICS:AGE

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SOCIAL MEDIA DEMOGRAPHICS:EDUCATION

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SOCIAL MEDIA DEMOGRAPHICS:INCOME

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4. COMMUNICATION THEORY:1-WAY TO 2-WAY COMMUNICATIONS

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ONE-WAY:ONE-TO-ONE,ONE-TO-MANY

CUGELMAN, B., THELWALL,M., & DAWES, P. (2009)

Communication-based influence components model. Paper presentedat the Persuasive 2009, Claremont.


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TWO-WAY:ONE-WITH-ONE




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MASS/INTERPERSONAL DIVIDE




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MASS-INTERPERSONAL COMMUNICATION




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5. COMMUNICATION THEORY:SOURCE CREDIBILITY

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SOURCE FACTORS




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6. COMMUNICATION THEORY:INFLUENCE

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ONE-WAY COMMUNICATION

Media Channel

1

2

3

4

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TWO-STEP COMMUNICATION FLOW

Media Channel

1

2

3

4

5

Opinion LeaderKats and Lazerfeld (1955)


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MULTI-STEP COMMUNICATION FLOW

Media Channel

1

2

3

4

5

Opinion Leader


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GOING

VIRAL


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DIFFUSION OF INNOVATIONS:SPREADING IDEAS

Opinion

Leaders

ROGERS, E. (2003) Diffusion of innovations. (5 ed.).

New York: Free Press.


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SOCIAL MEDIA PROS Reach constituents that may not be reached by traditional

means

Build relationships and potentially deepen trust with

constituents

Possibility of "going viral" and achieving massive reach

Deeper insight into your constituents

Constant feedback to help improve your organization, its

products and services

Can recruit social media savvy staff across an organization

Detect potentially harmful discussions, and rapidly respond

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SOCIAL MEDIA CONS

Can be time consuming and expensive if not planned well Can place high demands on talented staff

Unless you have viral success, you may reach limits quickly

SROI/ROI may be difficult to measure, requiring faith in long-

term returns

Issues to address: security, ethics, disclosure, data retention,

workflows

Can be straining on organizations with strict communication

hierarchies

May require social media policy to aid transition to newcommunication practices

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7. ASSESSING THE VALUE OF SOCIALMEDIA

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WHATS THE VALUE OF SOCIAL MEDIA?

Despite the hype, it is difficult to answer this

question:

How doessocial mediaengagementcomparewithothercommunicationapproaches?

The answer will depend on your objectives, audience,work, capacity, & evaluation criteria.

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HANDOUT:ASSESSING THE USE OF SOCIAL MEDIA IN

YOUR ORGANIZATION

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ASSESSING THE USE OF SOCIAL MEDIA IN YOURORGANIZATION

1. Organizational objectives

2. Communication goals

3. Audiences and stakeholders

4. Content and messaging

5. Overall communication strategy and practice

6. Selecting social media

7. Institutional readiness

8. Social media policy

9. Human capacity

10. Considering external help

11. Implementation considerations

12. Monitoring, evaluation, and learning

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ASSESSING THE USE OF SOCIAL MEDIA IN YOURORGANIZATION

Assess the contribution to your organization's

mandate or goals

Assess the pros and cons

Assess the costs and benefits

Final decision

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8. ADOPTING SOCIAL MEDIA IN YOURORGANIZATION

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ORGANIZATIONAL &COMMUNICATION OBJECTIVES

Any investment should help achieve your

organizations mandate or goals?

Does social media do this better than othermeans?

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DEFINING THE SCOPE OF YOUR SOCIAL MEDIAACTIVITIES

Prioritize and assess

Audiences

Potential social media websites

Staff expertise and availability What you know (monitoring and evaluation)

Upcoming opportunities to start or expand

Tools and processes

Whats realistic now

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DEFINING THE SCOPE OF YOUR SOCIAL MEDIAACTIVITIES

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Website

SEO

Paidonline

advertising

Blogs/RSS

Micro-blogging

Audio &video

profiles

Photoprofiles

Mobileapps

Socialnetworks


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AINCREMENTAL APPROACH TO SOCIAL MEDIA

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1. Set Up 2. One-Way 3. Two-Way 4. Relationships

Establish social

media profiles in key

networks

Build networks and

disseminate one-

way messages

Begin two-way

communication by

joining online

discussions

Deepen online

relationships and

your capacity to

engage

Advertise your

profiles and try to

get your constituents

to join you

Use social media to

extend your

organizations

messages

Monitor and

respond to

conversations or

initiate discussions

Expand your internal

capacity, build

online communities,

design interactive

cross-media

communications


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SOCIAL MEDIA POLICY: QUESTIONS

Privacy

Accessibility

Ethics

Legal issues Data management

Security

Politics Responding to criticisms

Personal/private uses

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DAILY OPERATIONS

1. Goals and

Keywords

2. Listen

4. Engage

3. Analyse

5. Monitor Progress


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DAILY OPERATIONS:FLOWCHART

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MONITORING,EVALUATION,AND LEARNING

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TOOLS OF THE TRADE

Free Start with free tools

Youll have to patch together different services

Listen to conversations, analyse influence,

manage multiple profiles

Commercial

Perform most tasks in a single interface May want to assess commercial tools after

becoming comfortable with free tools

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SOME FREE TOOLS TO GET STARTEDListen

Google alerts: http://www.google.com/alerts

Search engine on most social media sites

Analyse

Blogpulse: http://www.blogpulse.com Technorati: http://technorati.com

Social mention: http://www.socialmention.com

Klout: http://klout.com

Engage Hoot Suite: http://www.hootsuite.com

Tweet Deck: http://www.tweetdeck.com

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VENTURING OUT

Start small, and expand incrementally

Learn to listen, assess the 3Ps, and engage

The rules are still being invented, so experiment

and learn from your successes and failures

You cant improve if you cant measure

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THANK YOUBrianCugelman,PhD

ConsultantwithAlterSpark

www.AlterSpark.com

@AlterSpark alterspark alterspark alterspark

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[email protected]

+1 (416) 921-2055

Toronto, Canada

Looking forconsultants?AlterSpark is a consulting collective. We help

organizations design online campaigns and strategies,

use social media, implement web projects, andmeasure their impact. If you wish to discuss how

AlterSpark can help you, get in touch.

social media for public relations and citizen engagement

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