This document provides an overview of social media strategy presented by Lisa Colton. It begins with an agenda that demystifies social media and helps attendees think strategically. Social media is characterized as participatory, open, conversational, and communal. It is discussed as a tool that can be a game changer for organizations by shifting control to audiences and enabling two-way conversations. Ten key principles of social media strategy are then outlined: 1) understanding the attention economy, 2) finding an authentic voice, 3) adding value and being generous, 4) listening and engaging, 5) designing for networks, 6) transparency, 7) being nimble, 8) using new measurements, 9) shifting staffing and job descriptions, and

1. The Foundations of Social Media:
Strategy, Tools and Culture
Presented by Lisa Colton,
Founder & President Darim Online
lisa@darimonline.org
434.977.1170

2. Agenda
Communications Revolution
Social Media Basics
New Rules of the Game
Break
Planning Your Strategy: P.O.S.T.

3. Goals
Demystify social media
Help you think strategically
Build vocabulary
Show examples
Turn you on to resources
Warning: You may feel overwhelmed!
(And excited, and inspired.)

4. It’s a Tool
Success of the tool is if
it helps you achieve
your goals.
Thus, critical to know
your goals and then
determine which
tool(s) to used in
which ways.

5. COMMUNICATIONS REVOLUTION

6. COMMUNICATIONS REVOLUTION

7. Characteristics of Social Media
The Term “Social Media” refers to online tools (web sites) that depend
on user contributions and interactions between people to build shared
meaning and value. It is:
• Participatory: It blurs the line between producer and consumer,
media and audience.
• Open and Democratic: It encourages voting, comments and the
sharing of information. For this reason it is seen as authentic and
trustworthy.
• Conversational: Two (or more) way conversation rather than one-
directional broadcast. Is personal, specific, and engaging.
• Communal: Supports formation, growth and strength of communities
around a particular shared interest.
• Connected: Thrives on being connected, making use of links to other
sites, resources and people, rather than being territorial and
proprietary.

8. A Tool Can Be A Game Changer
Traditional Media
Brand in control
One way / Deliver msg
Repeat message
Focused on the brand
Educating
Org creates content
Social Media
Audience in control
Two way / Conversation
Adapt the message
Focused on the audience
Influencing, Involving
User and co-created
content
How are you adapting?

9. #1 THIS IS AN ATTENTION ECONOMY

10. #2: FIND YOUR VOICE

11. Who is talking?
Why do you want to listen?
Do you want to engage?
Person & Personality

12. #1
Social
media is
continuing
to evolve.
Fast.
# 3: LISTEN & ENGAGE

13. Open
Your
Ears
Temple Israel, Memphis Facebook Page

14. Notice
the
Action

15. Red Cross

16. A Person, Not Just A Brand

17. Real Life Example

18. LISTENING: @ mentions

19. LISTENING: Searches

20. #4: ADD VALUE & BE GENEROUS

21. WHERE CAN
YOU ADD
VALUE?

22. Social Content is Social Capital
• Social Capital is the value
of the connections
between and among
social networks for
increasing productivity,
spreading information,
and locating desired
resources.
• Content should be
newsworthy, unique,
controversial, timely
immediately useful
and/or funny.
• 1:12 or 1:20 ratio

23. #5: NETWORKS

24. Invite User Generated Content
Crowdsource
-for your own info
-to be a platform
for sharing info
-to surface voices

25. Allow Users to Remix

26. Unofficial Outposts
Find places where
your target
audience goes.
Participate in the
conversation. Add
value, educate,
include links.
Use your “listening”
to identify these
places.

27. Who do you want to reach? What’s “viral” for you?
LEVERAGING NETWORKS

28. #6: TRANSPARENCY

29. http://dashboard.imamuseum.org

30. #7: BE NIMBLE

31. #8: NEW MEASUREMENTS

32. KEEP YOUR EYES ON THE GOAL
What is BUZZ?
What is VIRAL?
Remember POST

33. MEASUREMENT
Tangible
• Donations
• Leads
• Subscribers
• Members
• Saved time saved
cost
• Increased hits/rank,
PR
• Action
Intangible
• Learning
• Interaction
• Engagement
• Branding
• Loyalty
• Satisfaction
• Feedback
Source: KD Paine, a social media metrics expert.

34. #9:
STAFFING,
JOB
DESCRIPTIONS
&
PROF DEV

35. Listening, then delegating
as needed
Conversationalist, not
techie
Adding value
Building community
Marketing your feed
Integration of multiple
channels, etc.
STAFFING

36. #10: LEADERSHIP

37. W
H
E
R
E
T
O
B
E
Between
a PIONEER
&
a TORTOISE
Is a
FAST
FOLLOWER
Source: Flickr user ucumari
Source: Flickr user smitag4

38. AJWS
Source: mcommons.com/blog
Are you on the list?
Red Cross
receiving half of
their donations by
text msg.
$27m by 1/19

39. Source: Flickr user JYRO

40. Source: Flickr user Rick Neves

41. Source: Flickr user divemasterking2000

42. Review
1. Attention Economy
2. Find Your Voice
3. Add Value, Be Generous
4. Listen and Engage
5. Design for Networks
6. Transparency
7. Be Nimble
8. New Measurements
9. Staffing & Job Descriptions Shift
10. Leadership in a Revolution

43. John Fitch’s Steam Engine

44. John Fitch’s Steam Engine

45. IT’S NOT ABOUT TECHNOLOGY

46. BREAK!
When we return:
Creating a strategy
for your organization!

47. GROUNDSWELL’s P.O.S.T.
1. PEOPLE: Identify audience(s)
2. OBJECTIVES
– What are you goals and
objectives for this audience?
– What are your audience’s
goals?
3. What is the STRATEGY to reach
these goals?
4. Determine the specifics of the
TECHNOLOGIES you’ll use.
Implement, measure, refine!

48. WRAP UP
“Ah-ha moments”
Action steps for you
What else do you need to learn?