Navigating the World of Online Communications and Social Media

2 Our Goals for This Session Overview of Online Communications Discuss Specific Strategies for Communicating with Key Audiences Using the Internet Discuss Key Platforms  Websites   Social Networking (Facebook)  Microblog sites (Twitter)  Multimedia sites  Blogs and Online News Do’s and Don’ts

3 Why Online Communications It’s where people are: 79% of Americans receive information online. #1 source for information about local communities. 62% of young Americans get news about current events and politics online. 56% of Americans use the Internet to look for jobs.

4 Why Online Communication Participate in online dialog/conversation Get out in front of and control the message Brand exposure Drive traffic to your website and other social media platforms

5 What We Know Strengths Americans are increasingly turning to the web for information. Users will advocate for causes they believe in and repeat messages that resonate. Users expect a genuine conversation between users and between organization & users. Weaknesses Users rarely leave some platforms. Short copy mean less nuance.

6 Online Users: The Myth Many people assume people are the primary online audiences.

7 The Reality The fastest growing audiences online, including social media, are Americans over 35. These are often policy makers, business executives, potential donors, decision makers, voters, and opinion leaders.

8 What We Know Works Engage in Conversation & Storytelling Active participation key to movement-building Set Realistic Expectations Cultivate supporters and build relationships Track participation Embrace Empathy Integrate, don’t simply replicate Feature direct calls to action

9 What Doesn’t Work Technical, jargon-heavy prose. Focus on bureaucratic systems rather than people. Depressing themes that accentuate “business as usual”. Regurgitated information from press releases, reports, or other proposals.

10 Harnessing the Message Like other communications, use frames and value based messaging to win over readers and audiences.

11 From Frames to Action Online, it is particularly important to: Links values to action Something to care about Ways to get involved

12 The Core Platforms

13 Websites Central platform for communicating your message. Can be a standalone website or pages within a larger site. Accessed through searches, URLs etc. Quick Stats (2011 Benchmarks for Higher Ed) 6,107 – Average Unique Visits 6% - Average Growth per Year

14 Can include newsletters, advocacy blasts, donation appeals, etc. Best managed through an service such as Constant Contact, Democracy in Action, MailChimp Quick Statistics (2011 Benchmark Data) 13% - Open Rate 1.9%- Clickthrough Rate 0.23% Unsubscribe Rate

15 Social Media Can include: Social Networking Websites Blogs and Online Journalism Multimedia Platforms Internet-based Discussion Forums Online Games

16 Social Media Landscape

17 Social Networking Facebook is the leading social networking website Great for brand exposure:  More than 500 million users.  Provides ways for users to connect with causes.  Not great for communicating with policymakers and influentials  Low success (but rising) converting “friends” to advocates.

18 Microblogging Led by Twitter – 13% of America uses. Users create 140 character updates known as “tweets.” Great for broadcasting messages. Many policymakers, journalists and leaders use Twitter and can engage in conversations on the platform. Also not great for conversions to advocates.

19 Multimedia Can include video sharing like YouTube, photo sharing like Flickr. Great way to distribute powerful visuals, audio, etc. Media can be passed along and embedded in other websites. Very poor sense of community or advocacy.

20 Blogs and Online News Vary from online journalism hubs to web-based journals. Gradually developed out of bulletin boards and lists. Writers and bloggers approached like journalists. Can micro-target “higher education blogs in Wisconsin”. Built-in engaged audiences that can be converted to advocates in the correct circumstances.

21 The Do’s Align Make sure all info sources connect to one another. Consider applications that update across channels. Ensure brand consistency across platforms. Assess Develop a calendar to guide online communications. Be selective – play to the strengths of specific tools. Review metrics and revisit tactics accordingly. Act! Make sure you develop concise, short messages. Encourage multiple connections and points of entry. Always have a means to get involved.

22 The Don’ts Ever put something online you’d be uncomfortable seeing on the front page of the newspaper. Assume online readers are connected with your issue. Get bogged down in details and/or provide too much data. Engage in debates/arguments with detractors. Send press releases or generic documents to bloggers. Send unnecessarily long, confusing newsletters.

23 Questions??