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8 Principles for Using Social Media Effectively, by Beth Kanter
1. 5/19/09
8 Principles for Using Social Media
Effectively
Beth Kanter, Visiting Scholar Packard Foundation
Flickr photo by euart
Effective Social Media
Strategy
Learning
Capacity
Culture
Flickr Photo by toby_maloy
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2. 5/19/09
The Tower and The Cloud
Flickr photos by jamesjordan
How are they different?
Traditional Media Social Media
Brand in control Audience in control
One way / Delivering a message Two way / Being a part of a conversation
Repeating the message Adapting the message/ beta
Focused on the brand Focused on the audience / Adding value
Educating Influencing, involving
Organization creates content User created content / Co-creation
Source: Slide 10 from quot;What's Next In Media?quot; by Neil Perkin
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3. 5/19/09
Social Media: Strategy Blocks
Community
Building &
Social
Generate Networking
Share Buzz
Story
Participate
Listen
Crawl ………..……Walk …….…….. Run ……..…………….Flyl
acticaches
Tool Selection
Community
Generate Building &
Share Buzz Social
Story Networking
Listen Participate
10hr 15hr 20hr
Pick the right the tools and sites
Less Time More time
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5. 5/19/09
The Red Cross Case Study:
Listening Comes First
• First project was a
listening project over two
years ago
• People were talking and
they needed to listen
• At first, felt like going to
war, but changed internal
perception of social media
Listen: Monitor, Compile, Distribute
Wendy Harman
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6. 5/19/09
Listen: Leads to Participation
“I took an American Red Cross
class I thought was less than
satisfactory. […] Someone
found my blog post and told
the local chapter director. He
called me to talk about it
honestly. […] They care about
me and they’re willing to go
the extra mile. […] This gives
the American Red Cross HUGE
points. I am now significantly
more likely to take another
class than I was before.” -
Blogger
Listen: Everyone in the Network is Listening
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7. 5/19/09
Listen: What’s the Value?
• Changes internal perception of
social media value
• Improves relationships with
audience and identifies influencers
• Incremental improvements for
campaigns
• Working with affiliates
Email Marketing
Social Media
2. Engage in two-way conversation with audience versus blasting
out message
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10. 5/19/09
Results
7,600+ unique visitors in a single
hour
More than 35,000 unique
visitors in one day (best ever)
Empowering supporters
without loosing control …
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11. 5/19/09
4. Makes it easy for their supporters to remix and distribute their content
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12. 5/19/09
9:00 • Monitor RSS
9:30 • Twitter
10:00 •Content Creation
11:00 •Social Networking
5: Allocate enough staff time and has the expertise to implement strategy
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13. 5/19/09
Well,
maybe not
dead
6. Uses the right metrics to understand what is and what isn’t working
Engagement
Create
Metrics
Critic Comment
5
Collect Click
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15. 5/19/09
Culture:
8: Assessed organizational culture and has strategies to address
fears, concerns, and other barriers to adoption
Common Concerns
Loss of control over their branding
and marketing messages
Dealing with negative comments
Addressing personality versus
organizational voice (trusting
employees)
Fear of failure
Perception of wasted of time and
resources
Suffering from information overload
already, this will cause more
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Can employees participate on
organization time?
Should there be an oversight
committee?
Should the organization indicate
what employees do with their
personal use of social media?
Should employees disclose or hide
their organizational affiliation?
Discussion on possible scenarios
and resulting decisions
Eight Principles
1. Listen
2. Engage
3. Relationships with influencers
4. Make it easy to remix and distribute
5. Staff time and expertise
6. The right metrics
7. Small pilots and reiterate
8. Assess organizational culture Allocate
enough staff time and has the expertise to implement strategy
blasting out message
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17. 5/19/09
Thank You!
Beth’s Blog
http://beth.typepad.com
Have a blog post topic idea?
beth@bethkanter.org
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