This document discusses how to build a social culture through social media. It outlines traditional "hub and spokes" models versus a "network" model of connecting and collaborating. It identifies key audience types like co-creators and distribution channels. It then provides strategies for building a social culture, including storytelling to build trust, asking questions to encourage engagement, building networks to connect people and organizations, and creating sharable content that others will want to distribute.

1. How to Build a Social Culture
Through Social Media
Lisa Colton
Chief Learning Officer
See3 Communications
@see3 @lisacolton

2. Traditional Mindset: Hub & Spokes

3. Network Mindset
“connect and collaborate” rather than “command and control”

4. Make Waves & Ripple Outwards

6. Key Audience Insights
Co-Creators want to have an active voice
in your mission and narrative. How can
you create opportunities for them to speak
up?
Distribution Channels are those who are
eager to amplify and engage their own
networks. What can you design to help
them engage others?
Self-identifiers are those who will share
your content when it speaks to who THEY
are, not just who YOU are. What will they
share?

7. Strategies For Building a Social
Culture
1. STORYTELLING. Rather than broadcasting messages,
use your voice and platform to tell the authentic stories of
those who are doing the work, or are beneficiaries of your
work. This builds trust, earns attention, validates partners,
and shares knowledge with field.
2. ASK QUESTIONS. Invite audiences to think, feel, reflect in
the directions you want to encourage. Use questions to
create a platform to evoke emotion, invite engagement,
build connections and deepen relationships.
3. BUILD THE NETWORK. Use your communications to inform
and connect the people and organizations in order to build
the field. The more shared ownership, the stronger the
‘movement’.
4. SHAREABLE CONTENT. Create shareable assets that
others can adapt, share, integrate into their own work to
support the work and amplify your perspective.

8. Storytelling
• Real person – face, name
• Key points of the story,
briefly
• Message people can get
behind “Congrats and
welcome home!”
• Clear action step
• Great use of text within a
photo to focus a users
attention
• Nice balance of positive
messaging

9. Storytelling
• Real person – face, name
• Video interview – longer
attention span,
• First person -- hearing his
story and voice directly
• Front lines AND
beneficiary

10. Ask Questions
• Easy “low barrier to entry”
questions encourage easy
responses
• Connect questions to values,
program, people
• Wide other branding/meme
waves (“Every kiss begins with
K”)
• Comments and shares gets
more content seen more often.

11. Ask Questions
• Support
• Expression
• Crowdsourcing
• Platform for discussion

12. Build the Network
• Connecting people and
organizations to your
work and each other.
• Note tagging, quoting,
and comments.
• Be responsive!
• Relationships are the
paths through which
information and energy
flows.

13. Build the Network
• Add value to the network while
being social.
• Note the phrasing is very
personal, even though the
content is very informational.

14. Build the Network

15. Sharable Content

16. Sharable Content

17. Sharable Content
• Value add and connection to
resources that others will want
to provide to their networks.
• Good work tagging the
Foundation

18. QUESTIONS & DISCUSSION