Driving Through the Noise: A Journey to Social Media Shari Gantman, Vice President of Communications Health Foundation of South Florida

Social media vehicles  Facebook and Youtube: media vehicles for personal use  LinkedIn: share professional networks  Twitter: communicate in real time and find the new good stuff  Google Wave: work on the future  Blog: think and muse and share and publish. Go Colts!  Web site: Stable work horse

Shift Into Reverse  Late 1990’s, Web sites and Internet considered a “fad.”  Editors felt nothing could replace the feeling of having an actual newspaper in your hand  In 2009, reporters from all four traditional parts of industry found themselves jobless:  Nearly 293 newspapers folded; eight magazines with one million plus circulations ceased publication  1,126 print and online magazines shuttered  Radio: 10,000 jobs were lost  Television: More than 100 TV stations affected by parent companies filing Chapter 11

America in Idle  Pitching just for print is old news  Journalists performing dual roles.  Papers forming content sharing partnerships  Local stations more talk show less news-based  Radio in flux: satellite, iPods, Internet radio and other media  More journalists turned to Twitter

Move out of Neutral  New media PART of marketing plan  Send relief: blog posts, photos, video news releases and Web copy  HARO, chrisbrogan.com,  Maintain Facebook page  Friendly Fan and Follower

Steer the Social Conversation  As a grantmaker, listen to what is said about organizations and issues  Identify influencers; see their followers  Create ‘active idea’ to engage people; brand through CEO  Connect people interested in an issue with each other; grantees working on issue  Convert conversation to content and back again

There’s No Place like Home Page  Web site overlooked for the flash of Facebook, Linkedin…  Organization’s own Web site seen as more credible than blogs, social networking sites & advertising * 2009 Edelman Trust Barometer  Social networks and micro-blogging link back to Web page  Attract visitors by publishing high quality content  Link with others; Health News Florida, Kaiser….  Web site ranks high for online engagement & showing quantifiable results

Chart Your Course

Fuel for Thought  Break through traditional media traffic jam  Promote Public Policy Agenda: Twongress, the Power of Twitter “one-fourth (132) of all legislators use Twitter.  Ileana Ros-Lehtinen, (2,868 followers), Twitter name IRL, re-tweets often. John Boehner: 18,800 followers.  Ernest Hemingway may be original Tweeter. He told a story in about 33 characters: “For sale: baby shoes, never worn.”