using social media and networks and as communication tools

1. Social Media
The New Communication Tools

2. “Social Media. They get all excited about gleaming technology
and clever gizmos. They talk in acronyms and begin sentences
with: “Did you know you can..” The rest of us just want to get
on with campaigning, fundraising or service delivery. We want
to talk about the people we work with, the communities we’re
in and the issues we’re passionate about. We want to find and
talk to people who can help us get change, deliver services or
make a difference”.
Well, Social Media is about all that, telling stories and having
conversations, having a space to do that … it just happens that
the space is on a computer.”
‘How to use New Media’ - Media Trust

3. What are we going to do today?
• Do some networking • Think about the best way to
• Find out what social media is and communicate
why its important • See how other organisations benefit
• Look at current communications from using social media
methods • Try out and even join some social
• Make a plan for good social media media websites
use • Have fun!

4. Networking and
Communications

5. What is Social Media?
and
Why is it Relevant?

6. Old media - Web 1.0 . . .
. . . static
websites with
no interaction,
text heavy
content.
Information was
just fed to
viewers.

7. New media - Web 2.0 ...
. . . is interactive,
websites open
comments allowed,
conversations and
social networking
with viewers
encouraged

8. The story so far...
• 2009 – to the present day is known as the Social Media Era
• In Jan 2010 Facebook had more global visitors than Google
• YouTube is the second most popular search engine
• Research claims Social Networking is slowly replacing email
• Statistics show 10 % of users are aged between 35 – 44 and
that 85% of those aged 16 – 35 are on at least one social
network site.
• There is a steady growth in access to social networks by
Smartphone – Facebook mobile traffic has increased globally
by 100% in the last 6 months.

10. …In Palestine
• 36.21% population penetration –83th of all countries
• 254 % of internet penetration ??
• 62% users male, 38% female
• Majority of users (45%)aged between 18-24
• No. of users in October 2011 – 600,000
• No. of users in January 2012 – 700,000
• No. of users in June 2012 – 910,000
NB. Data compiled from Social Bakers.com

11. …In Israel
• 3,472,360 facebook users (44th of all countries)
• 47.22% population penetration
• 52% users male, 48% female
• Majority of users (28%) aged between 18-24 years
• 65.97% internet population penetration
NB. Data compiled from Social Bakers.com

12. …In Jordan
• 2,204,500 Facebook users, (57th of all countries)
• 34.41% population penetration
• 58% users male, 42% female
• Majority of users (42%) aged between 18-24 years
• 126% penetration of internet population
NB. Data compiled from Social Bakers.com

13. The internet as a friendly conversation
The art of conversation is to listen more than you talk – it’s a two way process !
• Read and Listen – find out what is happening
already
• Link and Share – and link again! It’s these links
that keep the conversation flowing
• Comment and Feedback – agree or
disagree, this is what builds communities
around a topic
• Say Thank You – as social media is more about
the links, introductions and relationships than
the technology ...
• Be Helpful – share what you have and you’ll be
amazed what you get back!

14. Social networks differ from traditional media
• Social networks are relational not transactional
communication tools.
• Social media rewards
– Generosity
– Relationship building
– Helpfulness
• 20-to-1 rule: you should make 20 relational deposits for every 1
marketing withdrawal

15. Why are they relevant?
• Offer an entirely new range of communication tools
• Can virally promote your project and its work
• Cheap or free to use (main cost is time)
• Easier to engage directly with target audiences

16. “Media outlets “ sector usage...
• 2010 research found that less than 20% were using social networking
services (in Palestine )
• Main barriers:
• Lack of knowledge/confidence
• Lack of business case
• Access – either connection or equipment weren’t suitable
• Perceived risk of mixing personal and professional networking
• In 2012 new research found 36% of the same group said they would
actively look for the Facebook page of an organisation, project,
individual, and has become the second source of information after
radio

17. NEC – INTERNEWS - Local media Survey -
June 2011
• 47 (40.2%)
• 28 (23.9%)
• 35 (29.9%)
• 7 (6.0%)

18. When asked what organisations had on
their website:
• 20% - online picture and media storage
• 15% - RSS feeds
• 10% - Podcasts
But when asked about external social media sites used:
• 17% - Facebook for their cause
• 9% - YouTube, VIMEO
• 7% - Flickr

19. Usage of social media by local media in
Palestine
Following the 1st round of citizen journalism and social media training:
• Prior to training, 35% had a profile on at least one social
network
• After training, 80% had a profile on at least one social
network
• 35% are also blogging
• First social media conference was held in Palestine 2011
• Social media courses were first developed in Palestinian
universities and media institutions in 2011

20. But remember…don’t ignore non-social
media users
• Social networking should never simply replace face to face
communication
• Although 38% people access the internet every
day, another 28% people have never used it
• 55% of people without tertiary qualifications do not use
the internet.
• The largest group of ‘non-users’ are aged 55 and over
• Consider these figures when defining your audience and
target group, and use your listening and monitoring skills
to decide which social media to use.

21. Social Media Planning
Guide
“So you think you
want to use Social
Media?”

22. The Voluntary Sector Problem
• Where to start?
• Capacity
• Knowledge
• Time
• Cost
• Type of guidance available

23. The Steps
Objectives – What do you want to do?
Audience – Who are they? Where are they?
Strategy – Pick a guided plan with a path that fits
Implement - Match to right social networking tool
Sustain – Engage & converse, monitor & revise

24. Objectives – what do you want to achieve
Needs first, then tools

25. Audience – Who are they? – Where are they?
If you don’t build it, they won’t come

26. The Guide
Establish if Social Media is right for you
• What is your organisation trying to achieve?
• What are the goals you think social media might be able to
help you achieve?
• Do you already have a website that you can update
yourself?
• Are any of your target audiences already using social media
(or are likely to soon)?
• Have you got the time?

27. So, Is Social Media Right for your
Organisation?
Yes?
It is likely that social media will make a
significant difference to your organisation
No?
Think carefully if this is the right time for you to
be spending time on this tool

28. Please describe your Please describe your
social strategy: social objectives:
• Engagement
• Promoting
• Social Content
• Network Building

29. Communication
Messages

30. What is the message?
• We know WHO we are talking to
• Now need to look at WHAT we are saying
• Find out the most suitable communication method and best
WAY to say it

31. What communication
types do you use?
And why?

32. How do you choose…
• You want to apply for a job
• You want to complain
• You want to market your organisation/project
• You want to reduce the costs of missed appointments
• You want to find people to get involved
• You want to share information

33. What communication
types are most effective?
How much do they cost?

34. Decide what you are going to say
• Driving people to your website should be an essential part of your
communications strategy
• Message - clear and unambiguous, your website is often the first
public face of your organisation
• Tone – get this right and match to your audience
• Context – if you can’t add value to a conversation maybe don’t say
anything at all!
• Frequent updates & blogs will keep your site fresh and interesting
• Include your website on all communications

35. Addressing concerns about
communication on the social web
• Don’t worry that it’s not finished – a half-formed
blog post can be more inspiring and create a
bigger conversation than a polished piece.
• Don’t pretend to be someone you aren’t – the
social web is about individuals not corporate
viewpoints. You’ll find your voice weakened if
you ‘spin’ ... And others will see through it!
• Don’t worry you are in a vacuum – follow the
tips, linking, connecting and conversing and soon
people will do the same for you – it’s true!
• Don’t measure success by numbers – if you’re
reaching the right people it’s quality not quantity
that counts
• Don’t ignore people – they invest time reading
what you say so do the same for them.

36. Take Action!
• Register your organisation’s project name on the popular
social media sites
• Make sure your organisation’s project is on Google Places
• Share links – with everyone!

37. The Networked Project
BE DO
Understand Networks Work with Free Agents i.e. journalists –social media
activists , bloggers
Create Social Culture Work with Crowds i.e. find those groups and pages
who have the same interest or can serve your goals
Listen, Engage, and Build Learning Loops
Relationships
Trust Through Transparency ‘Friending’ or communicating
Simplicity Govern and reach through Networks

38. It’s what you do, not
how you do it

39. Strategy - pick a plan with a path that fits
Social web is an ‘as-well-as’
1. Pick one goal to pursue
2. Decide who is going to be involved and how much

40. Communicating with Social Media
Use Social Media Tools to help your organisation get it’s
message to a wider audience
• Start conversations with your supporters and your networks
• More efficient – electronic messages get passed around social
networking sites
• Less costly to post a message on Twitter or Facebook
• Instant news and information updates to your followers
• Use RSS and Google Alerts to stay ahead of developments in your area
of interest and build a ‘Listening Dashboard’.

41. Twitter
= events AS they happen not AFTER they have happened

42. “How does Twitter work for you?”
7 replies in 7 minutes
Twitter keeps me connected to friends I know & helps connect me to new
people & opportunities
Twitter helps me to be connected with people and new developments,
and helps to make new connections too
Twitter's introduced me to many other organisations with similar goals
that I wouldn't have met, & sharing best practice
Twitter helps me build & maintain my professional network
Keeps me up to speed with others - via my phone - especially important
when out of office
To keep track of topics/people of interest and discover new topics
and people through the first set of people and topics

43. Listening VIA RSS
• What are other websites saying about your organisation/or an issue of
your interest ?
• What are organisations you support saying?
• See EU/EUPROJECTS, sector reports and announcements ,PR as
published
• RSS enabled feeds can be automatically picked up to be read at your
leisure in a feed reader (such as Bloglines or Google Reader) without
you having to re-visit each website
• Content aggregated into a single easily readable interface/netvibes
• RSS feeds can be converted for email delivery
• RSS feeds from others can be embedded in your website

44. Listening

45. Social media created the opportunity of all
types of communication tools …
Define which to use
Learn…practice ask and apply!

46. Social Media tools and
local support
organizations

47. Implement - match right social networking tool
But new media doesn’t just replace old
media

48. The Main Social Media Types
•An organisations’ activities
•Which tools are the best
•Examples of use

49. Social Media Tools

50. Use by Local Support & Development
Organisations
Some examples of how these organisations
are using Social Media tools

51. Why these tools?
• Quick and easy to set up and maintain
• Draws people to the website
• You want feedback from people and want to start conversations
• Once set up, requires very little work (may take a while to get used to)
• Spreads awareness
• Draws people to your website
• Links to your blog or Facebook page

52. Online journals – Blogging

54. Why these Tools?
• High number of users that have Facebook page, but only use if your
audience are already there
• Links to blog
• Can have separate Facebook page for projects and business activities
• They have the technology to make it quick and easy
• It provides them with an extra web presence
• It gives a face and a personality to your organisation

55. Social Networking

56. Video Sharing – YouTube, Vimeo, bliptv

57. Time Planning – frequency and time needed
Every Day Tweet, re-tweet, check Google Alerts, check RSS
(30 mins) reader & reply to comments
Once a Week Write blog post, check analytics, monitor groups
(45 mins) & find new people to follow
About Monthly Add video to YouTube, share a resource
online, create podcast & build profile
(60 mins)

58. Time Planning – response expected?
Type News travels Reply within
Print 7 days 2 weeks
Email 7 hours 2 days
Facebook / Blogs 7 minutes 2 hours
Twitter 7 seconds 2 minutes

59. How much time will you spend doing the
work once you learn skills?
Listen Promote Participate Publish Build
No Engagement Broadcast/Share Low Engagement Content Intensive Community
High Engagement
15 min/day +20 min/day +
30 min/day +
3-5 hrs/wk
Original concept by Beth Kanter, revised by Aliza Sherman
+ 5-10 hrs/wk

60. Now it’s your turn!

61. Let’s try them out
Blogging and Video
Facebook Communications
RSS and Twitter

62. Image Sharing

63. Talking to the web – News Output

64. Sustaining the
conversation

65. Sustain – engage, converse, measure, adjust
If you don’t do it,
someone else will!

66. Summary
Objectives – What do you want to do?
Audience – Who are they? Where are they?
Strategy – Pick a guided plan with a path that fits
Implement - Match to right social networking tool
Sustain – Engage & converse, monitor & revise

67. What can Social Media do?
Increases speed of communication – no faster way to
(Action) spread your message than through social networking.
Widens message to people/groups that would normally
(Awareness) be missed using more traditional methods; ‘viral’
campaigns hugely powerful in creating awareness
extremely efficiently
Deepens to build new and different networks –
(Fundraising) communities of interest to bounce ideas off and
share experiences, increase commitment and
fundraising for campaigning activity

68. What can Social Media do?
Generate online conversations and awareness about the
(Change) organisation or campaign, a consensus of
opinion or shared learning about ideas
Joins together communities who are interested in the
(Action) similar things, have the same likes or are
striving for the same objectives.

69. In Conclusion…
• Social Media is only beneficial to your organisation if it’s going to
tangibly help you to achieve your goals
• Establish a plan thinking short, medium and long term – and have
an internal policy for using it
• Know your target audience and go to the spaces where they are.
• Know your message - make it clear and direct
• Think of how it applies to Communications of your message
• Implement, monitor and adjust – and remember it takes time!

70. Self Reflection
• What ideas do you have for you social media use from this workshop?
• How could your organisation use or make more of social media?
• How could groups you support, campaign more effectively using social media?
• What gaps are there in supporting them?
• Does your organisation have a social media policy or Twitter guidelines?
• Have we answered the UnAnswered Questions?!
• How can we keep the conversation going?