Social Media 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.

A Universe of Social Media Platforms

Social Media – Points of Interest Over 1 billion people use social networks 36% of social network users have posted about brands Only works with a large audience Is hollow if it doesn’t create some form of valuable content for the reader Simple strategy: create, connect, converse through social networking, blogging, online videos

Things to watch out for… Integrating social media into organisational websites More support through social media Responsive mobile websites Social gaming will grow Most social media usage will be of mobiles Interacting with live TV Growth in “social” news Each person’s social footprint will grow

Things to watch our for… F-commerce (Facebook commerce) Crowd sourced funding platforms Charities – mobile apps (help care givers keep track of elderly friends/family) Flipped classrooms – look at a lecture online and use class time for discussion Touch screen kiosks the norm Digital property that has physical items to accompany (called motivational objects)

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. But 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: 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 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?