Using Social Media Effectively Facilitated by: Caroline Egan Carmichael Centre for Voluntary Groups

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.

Social Media Landscape Social Networks Blogs Brand Website Virtual Worlds Facebook YouTube Flickr Pinterest Twitter Blogger Your website - Newsletters Second Life Panfu (kids site) Moshi Monsters (kids)

Social Media Examples IMNDA Facebook: Better Together Campaign (video): Carmichael Centre Twitter: Social Media Platforms (hand out)

Introduction: 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 Marketing 2. C = Conversations Communication is about conversation, not “pushing a message” on users

Introduction: 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 Marketing 4. C = Continuity React to news and conversations. Micro strategy. Micro campaigns rather than big ideas

Introduction: 6 C’s of Social Marketing 5. C = Context If you don’t have original content, piggyback on existing conversations i.e. borrow relevance. Buts needs to reinforce what you do and stand for

Introduction: 6 C’s of Social Marketing 6. C = Control Organisations don’t control the conversation, users do!

Goal of Social Marketing To get users to incorporate your social media offerings/brand into their online lives

Communicating an idea: Fundraising Example You need to communicate a simple persuasive fundraising idea: Example: Charity X Every day 100 people start to lose their hearing. We need your support to help rebuild lives devastated by hearing loss. (less than 140 characters!) = (NEED) (SOLUTION) (NOW)

Developing a Tweet Reduce down an elevator pitch/communications message to 140 characters so that it can be communicated as a “tweet” on Twitter!

Plan, Communicate, Listen: Social Media Strategy

Social 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 Identify what information should be kept private What 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?

Blog Examples Sample blogs at: INDIVIDUAL NEWS network/community-action-bloghttp:// network/community-action-blog -

Setting up a Personal Blog Go to: - Follow the set up instructions

Ad-hoc networks and the future of social media