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Harnessing Social Media for
Association Work
Social media in all forms are becoming the dominant form of
interaction of th...
Introductions
• Note to participants:
– Please sign in to http://uniserv-skills-
session.groupsite.com
– Please take our I...
Who’s in the Room?
• What’s your name
• What’s your role in your local association?
• How much experience do you have with...
The Plan for Today
1. What’s Web 2.0?
2. Outposts vs. Homebase
– Intro to Facebook & Twitter
– Do’s and Don’ts
– Using NEA...
What is Web 2.0?
• Social Networking in Plain English
The Glossary
Social Networking:
– Facebook
– MySpace
– Friendster
Content sharing:
-You Tube
-Flickr
-Vimeo
-Photobucket
C...
What is social media?
• “Social Media” is an umbrella term for describing internet-
based, digital communication that enab...
Social media characteristics
• Social Media
– It is immediate
– It is unmediated
– It is a dialogue, which…
• Increases th...
Social media values
– Authenticity
– Transparency
– Sincerity
– Dialogue over monologue
– There is only one “you”
– No gat...
• Concentrate on the relationships
NOT
the technology!
• Run when you hear “Twitter Strategy” or “Facebook Strategy”
-- it...
It’s not about the tools
Jessica Hagy, Indexed Blog
Don’t Fondle the Hammer
Social Networking
• Contrary to public perception, most of the
groups that form on social networking sites
are not made up...
• The profile page: a page that allows you to describe yourself through text,
video, and music
• A network of friends: a p...
Socialnomics Video
Why should we care about Web 2.0?
What’s in a NUMBER?
Over 80 percent of Americans use social
media tools and Web sites monthly
Social networking is now the...
• American teens sent an
average of 3,146 texts a
month in 2010
• That’s 10 text messages
per hour they are not in
school ...
Change in internet use by age, 2000-2010
Top 10 Sectors by Share of Internet Time
Profile on Social Networking site by Age
Gadget Ownership, 2010
Hitting the Bullseye
Your Focus Social Focus
Sweet Spots
Launch an
Initiative
Feed &
Nurture
Objectives
& Strategy
Measure &
Evaluate
Listening
Listening & Responding
Where to sta...
• SocialMention
• Addictomatic
• HowSociable?
• Google Alerts
• Backtype*
• Google Reader
• Filter by
Subscriptions
Keywor...
The Plan for Today
1. What’s Web 2.0?
2. Outposts vs. Homebase
– Intro to Facebook & Twitter
– Do’s and Don’ts
– Using NEA...
Outposts vs Home base
What’s the difference between an
outpost and a home base?
(issues) (branded URL)
Social
media is an
extension of
your web
presence
The Biggies
Facebook
Best for: Issues & Advocacy
Read Across America Facebook
NEA Facebook
The Biggies
Twitter
Best for: Quick Communication
 Getting info out
 Gathering info
NEA Today on Twitter
The Biggies
Blogs
A blog is a conversational web site,
typically offering news or opinion on a
certain topic.
Blogs should...
EdVoices Blog
Online etiquette
What you say online doesn’t stay online
Status messages or posts, particularly as they pertain to your
employers or cowork...
Stay in your
lane
If you’re not the
expert on a topic,
don’t comment
like you are.
Keep in mind:
reporters can
quote onlin...
Talk to your family
Basic tips for social media
include:
-Don’t friend anyone you don’t
know on Facebook or social
network...
Do’s and Don’ts
• Do: review and restrict your Facebook Privacy
Settings
• Don’t: do not “friend” students and parents
• D...
NEA’s Web 2.0 Toolkit
Best for:
 Quick & easy website creation
 Sharing info (text, photos, videos…)
 Engaging members
When You Develop Your Plan…
How could you use Groupsite? Use it for…
– #1: Getting the word out
– #2: Publicizing events
–...
Groupsites
• Boise Education Association
• Metropolitan Nashville Education Association
• Wisconsin National Board Network...
• Metropolitan Nashville Education Association
• Wisconsin National Board Network
The Plan for Today
1. What’s Web 2.0?
2. Outposts vs. Homebase
– Intro to Facebook & Twitter
– Do’s and Don’ts
– Using NEA...
Pulling it all together
1. Embedding YouTube videos
2. Creating a Poll or Survey with PollDaddy.com
3. Putting your Tweets...
The Plan for Today
1. What’s Web 2.0?
2. Outposts vs. Homebase
– Intro to Facebook & Twitter
– Do’s and Don’ts
– Using NEA...
What Organizing and Technology
have in common
• Move people to action
• Create power
• Appeal to self-interests
• Are both...
Social media
alone is not a
communication
strategy…
Social media should be a part of your
communications strategy
55
Newsp...
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Social Technographics
classifies people according
to how they use...
Creators
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles ...
Creators
Critics
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write a...
Creators
Critics
Collectors
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you crea...
Creators
Critics
Collectors
Joiners
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music ...
Creators
Critics
Collectors
Joiners
Spectators
Publish a blog
Publish your own Web pages
Upload video you created
Upload a...
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Publish a blog
Publish your own Web pages
Upload video you create...
Creators
Critics
Collectors
Joiners
Spectators
Publish a blog
Publish your own Web pages
Upload video you created
Upload a...
Be an Organizer
• Your role is to provide structure and guidance and to
encourage communication among supporters
• To be e...
Guidelines for Developing a Community Strategy
• “Build it and they will come” doesn’t work!
• Key goals to keep in mind:
...
Tips on what works
• Choose the right message
• Develop a communication strategy
• Schedule a timely release of informatio...
Questions to Consider …
• What do you need to accomplish?
• Who are the people who can help you?
• What do you need them t...
Resources
• The Networked Nonprofit:
Connecting with Social Media to Drive Change,
by Beth Kanter and Allison Fine
http://...
Maddie Grant, CAE
Chief Social Media Strategist
maddie@socialfish.org
Skype/Twitter: maddiegrant
Lindy Dreyer
Chief Social...
2011 UniServ Skills: Harnessing Social Media
2011 UniServ Skills: Harnessing Social Media
2011 UniServ Skills: Harnessing Social Media
2011 UniServ Skills: Harnessing Social Media
2011 UniServ Skills: Harnessing Social Media
2011 UniServ Skills: Harnessing Social Media
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2011 UniServ Skills: Harnessing Social Media

  1. 1. Harnessing Social Media for Association Work Social media in all forms are becoming the dominant form of interaction of the Net. Whether blogging, Twittering, or using Facebook or Groupsites, collective action for the 21st Century is about harnessing relationships and engaging every person in your “network” as an organizer. In this hands-on session, you will learn how to harness Web 2.0 tools to increase the reach, impact, and effectiveness of Association Programs along with tips and tricks for creating a professional and functional social media presence. Developed by SocialFish and NEA
  2. 2. Introductions • Note to participants: – Please sign in to http://uniserv-skills- session.groupsite.com – Please take our Introductory Survey... You’ll find it on the homepage.
  3. 3. Who’s in the Room? • What’s your name • What’s your role in your local association? • How much experience do you have with Social Media? (i.e. do you use email, Facebook, Twitter or other online tools?)
  4. 4. The Plan for Today 1. What’s Web 2.0? 2. Outposts vs. Homebase – Intro to Facebook & Twitter – Do’s and Don’ts – Using NEA’s Free Toolkit: Groupsite 3. Pulling it all together 4. What organizing and technology have in common
  5. 5. What is Web 2.0? • Social Networking in Plain English
  6. 6. The Glossary Social Networking: – Facebook – MySpace – Friendster Content sharing: -You Tube -Flickr -Vimeo -Photobucket Collaborating/ knowledge sharing: -Wikis -Message boards -Forums -Podcasts Blogging: -Blogger -Wordpress -Tumblr -Twitter (micro-blogging)
  7. 7. What is social media? • “Social Media” is an umbrella term for describing internet- based, digital communication that enables social interaction to occur more easily despite both time and distance. • Social Media favors conversation over monologue and empowers people to be not just content consumers but content producers. • Social Media includes: – Social Networking – Blogging – Micro-blogging (Twitter, Yammer) – Wikis – Photo & Video Sharing
  8. 8. Social media characteristics • Social Media – It is immediate – It is unmediated – It is a dialogue, which… • Increases the efficiency of your communication • Creates greater trust with those you communicate with by building a relationship – ‘Social’ is how people communicate – Lead the conversation or be led by it
  9. 9. Social media values – Authenticity – Transparency – Sincerity – Dialogue over monologue – There is only one “you” – No gatekeeper – Digital is fast – Digital is forever – Digital is everywhere – Resistance is futile
  10. 10. • Concentrate on the relationships NOT the technology! • Run when you hear “Twitter Strategy” or “Facebook Strategy” -- it’s putting the cart before the horse. • Instead, focus on how you’ll engage members. • Then choose a program objective.
  11. 11. It’s not about the tools Jessica Hagy, Indexed Blog Don’t Fondle the Hammer
  12. 12. Social Networking • Contrary to public perception, most of the groups that form on social networking sites are not made up of strangers. Although people may browse profiles of others who are unknown to them, most use social networking sites to support preexisting real-life social groups.
  13. 13. • The profile page: a page that allows you to describe yourself through text, video, and music • A network of friends: a public or semipublic list of friends, usually displayed as small photographic icons • A public commenting system: allows friends and strangers to write a short note or statement that will be displayed publicly on your profile page • A private messaging system: enables friends to send private messages to you via your profile page • Widgets or Embedded Media: Widgets are small chunks of Web contents, such as graphics, video clips, or animations that you can put on your Web site The following features define social networks and distinguish them from other types of Web sites:
  14. 14. Socialnomics Video Why should we care about Web 2.0?
  15. 15. What’s in a NUMBER? Over 80 percent of Americans use social media tools and Web sites monthly Social networking is now the #1 activity on the web Twitter: 27 Million users in October 2009 Facebook: 400 million users You Tube: 924 million unique visitors each year
  16. 16. • American teens sent an average of 3,146 texts a month in 2010 • That’s 10 text messages per hour they are not in school or sleeping, according to research by The Nielsen Company.
  17. 17. Change in internet use by age, 2000-2010
  18. 18. Top 10 Sectors by Share of Internet Time
  19. 19. Profile on Social Networking site by Age
  20. 20. Gadget Ownership, 2010
  21. 21. Hitting the Bullseye
  22. 22. Your Focus Social Focus
  23. 23. Sweet Spots
  24. 24. Launch an Initiative Feed & Nurture Objectives & Strategy Measure & Evaluate Listening Listening & Responding Where to start?
  25. 25. • SocialMention • Addictomatic • HowSociable? • Google Alerts • Backtype* • Google Reader • Filter by Subscriptions Keyword Listening Tools
  26. 26. The Plan for Today 1. What’s Web 2.0? 2. Outposts vs. Homebase – Intro to Facebook & Twitter – Do’s and Don’ts – Using NEA’s Free Toolkit: Groupsite 3. Pulling it all together 4. What organizing and technology have in common
  27. 27. Outposts vs Home base What’s the difference between an outpost and a home base? (issues) (branded URL)
  28. 28. Social media is an extension of your web presence
  29. 29. The Biggies Facebook Best for: Issues & Advocacy
  30. 30. Read Across America Facebook
  31. 31. NEA Facebook
  32. 32. The Biggies Twitter Best for: Quick Communication  Getting info out  Gathering info
  33. 33. NEA Today on Twitter
  34. 34. The Biggies Blogs A blog is a conversational web site, typically offering news or opinion on a certain topic. Blogs should be written conversationally, and should be short – think op-ed length and e-mail tone. Determine how you’re already being talked about in the blogosphere before you engage yourself. 70 percent of reporters now say they use blogs for story ideas.
  35. 35. EdVoices Blog
  36. 36. Online etiquette
  37. 37. What you say online doesn’t stay online Status messages or posts, particularly as they pertain to your employers or coworkers, can have real life repercussions
  38. 38. Stay in your lane If you’re not the expert on a topic, don’t comment like you are. Keep in mind: reporters can quote online interactions. Stay in your lanet
  39. 39. Talk to your family Basic tips for social media include: -Don’t friend anyone you don’t know on Facebook or social networking platforms -Don’t post information about when you’re going on vacation or when your spouse/parent will be away. -Know how to set your privacy settings, and use them.
  40. 40. Do’s and Don’ts • Do: review and restrict your Facebook Privacy Settings • Don’t: do not “friend” students and parents • Do: Use common sense when you’re using social media. • Don’t: Post vulgar or obscene language, materials, photos or links that may be considered inappropriate or unprofessional. Note: look for NEA-PR-GC-SocialNetworkingDosandDonts.pdf in the ALE Groupsite file cabinet
  41. 41. NEA’s Web 2.0 Toolkit Best for:  Quick & easy website creation  Sharing info (text, photos, videos…)  Engaging members
  42. 42. When You Develop Your Plan… How could you use Groupsite? Use it for… – #1: Getting the word out – #2: Publicizing events – #3: Enabling members to share information – #4: Encouraging members to talk with each other – #5: Getting your members more engaged – #6: Measuring your effectiveness
  43. 43. Groupsites • Boise Education Association • Metropolitan Nashville Education Association • Wisconsin National Board Network • Inside KNEA • Education International 6th World Congress • NEA Western Regional Leadership Conference • Ohio Campaign 2010 Planning site
  44. 44. • Metropolitan Nashville Education Association
  45. 45. • Wisconsin National Board Network
  46. 46. The Plan for Today 1. What’s Web 2.0? 2. Outposts vs. Homebase – Intro to Facebook & Twitter – Do’s and Don’ts – Using NEA’s Free Toolkit: Groupsite 3. Pulling it all together 4. What organizing and technology have in common
  47. 47. Pulling it all together 1. Embedding YouTube videos 2. Creating a Poll or Survey with PollDaddy.com 3. Putting your Tweets on a web page using a Widget
  48. 48. The Plan for Today 1. What’s Web 2.0? 2. Outposts vs. Homebase – Intro to Facebook & Twitter – Do’s and Don’ts – Using NEA’s Free Toolkit: Groupsite 3. Pulling it all together 4. What organizing and technology have in common
  49. 49. What Organizing and Technology have in common • Move people to action • Create power • Appeal to self-interests • Are both a science and an art • Build organizational capacity “Organizing is a fancy word for relationship building.” Ernesto Cortes
  50. 50. Social media alone is not a communication strategy… Social media should be a part of your communications strategy 55 Newspapers/ Newsletters Publishing – Print & Web Email Nea.org Earned Media COMM PLAN Social Media ImageryPersonal engagements … it is one key component of your overall communication plan Requirements
  51. 51. Creators Critics Collectors Joiners Spectators Inactives Social Technographics classifies people according to how they use social technologies. The Social Technographics™ Ladder
  52. 52. Creators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Creators make social content go. They write blogs or upload video, music, or text. Groups include people participating in at least one of the activities monthly.
  53. 53. Creators Critics Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles. Groups include people participating in at least one of the activities monthly. The Social Technographics™ Ladder
  54. 54. Creators Critics Collectors Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com Groups include people participating in at least one of the activities monthly. The Social Technographics™ Ladder
  55. 55. Creators Critics Collectors Joiners Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Joiners connect in social networks like MySpace and Facebook Groups include people participating in at least one of the activities monthly. The Social Technographics™ Ladder
  56. 56. Creators Critics Collectors Joiners Spectators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews Spectators consumer social content including blogs, user- generated video, podcasts, forums, or reviews Groups include people participating in at least one of the activities monthly. The Social Technographics™ Ladder
  57. 57. Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above Inactives neither create nor consume social content of any kind Groups include people participating in at least one of the activities monthly. The Social Technographics™ Ladder
  58. 58. Creators Critics Collectors Joiners Spectators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above Groups include people participating in at least one of the activities monthly. Taken together, these groups make up the ecosystem that of Social Media. By examining how they are represented in any subgroup, you can determine which sorts of strategies make sense to reach your members. The Social Technographics™ Ladder Creators Critics Collectors Joiners Spectators
  59. 59. Be an Organizer • Your role is to provide structure and guidance and to encourage communication among supporters • To be effective in this environment, you have to behave like an organizer: identify and develop leadership and encourage supporters to reach out to each other. • In social networks, online groups behave a lot like offline groups.
  60. 60. Guidelines for Developing a Community Strategy • “Build it and they will come” doesn’t work! • Key goals to keep in mind: – #1: Help people work together – #2: Adoption can not be mandated – #3: Don’t assume everyone works the same way – #4: Liberate information – #5: Develop strategies for group engagement – #6: Identify specific ways to measure and evaluate community-building efforts Excerpted From the Online Community Report, January 28, 2008
  61. 61. Tips on what works • Choose the right message • Develop a communication strategy • Schedule a timely release of information • Keep it concise • Synchronize efforts on all platforms • Post photos or videos of the day • Develop a mixed dose of ‘medicine’ and fun • Keep the conversation moving
  62. 62. Questions to Consider … • What do you need to accomplish? • Who are the people who can help you? • What do you need them to do? • How can you encourage members interact with one another on your site? • What are you asking members to do? • What actions and behaviors are valued? • Develop a list of actions that you'd like members to take and create easy ways to do them. • Create mechanisms to motivate offline action.
  63. 63. Resources • The Networked Nonprofit: Connecting with Social Media to Drive Change, by Beth Kanter and Allison Fine http://www.bethkanter.org/ http://afine2.wordpress.com/ • Open Community: A little book of big ideas for associations navigating the social web, by Maddie Grant and Lindy Dreyer http://www.socialfish.org
  64. 64. Maddie Grant, CAE Chief Social Media Strategist maddie@socialfish.org Skype/Twitter: maddiegrant Lindy Dreyer Chief Social Media Marketer lindy@socialfish.org Skype/Twitter: lindydreyer http://www.socialfish.org Lorraine Wilson NEA ITS lwilson@nea.org Twitter: NEALorraine Blog: lwilson.wordpress.com Don Blake Senior Technologist dblake@nea.org Skype/Twitter: donaldblake Sarah Ferguson Priority Schools Program sferguson@nea.org

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