Quick presso given to attendees at the Media Trust's Managing Social Networks event on 12 March 08

1. More than a profile
seeding, growing and managing a community
Michael Waugaman
michael@waugaman.org
twitter : @waugaman

2. Social Starfish

3. Take Stock
– http://checkusernames.com/

4. Do You Need Social Media?
www.nonprofittechblog.org

5. Can you DO Social Media?
Your Capacity
– IT infrastructure,
expertise & budget
– HR / Culture
• ability to produce
• ability to change
• Existing Skills - RL
community building?

6. Is there a plan?
– What will you do
with all your new
friends?
– Do you have a clear
and reasonable idea
of what you want to
achieve through the
use of social media?

7. Which tools fit your organisation best?

8. The Boots You Wear
Bespoke or bootstrap?
– off-the-shelf & inflexible
– bespoke & expensive (time & money)

9. • Blogs
Tools for
– wordpress.com/.org
Bootstrapping • Micro-blog
– twitter or laconica
• Bookmarks
– stumbleupon.com
– delicious.com
• Networks
– Facebook.com
– Myspace.com
– Beebo.com
– ning.com
• Media focused
– Youtube.com
– flickr.com
– Blip.fm

10. • WHO do you serve & WHERE do they live?

11. • ...and the little bird... twitter.com
Nature of the conversation?
Who’s listening?
•Concise – 140 characters
•53% of Twitter users are female
•Quick & Responsive – often breaking
•47% of Twitter users are in the 18-34 age
news in/from the real world
range. Another 31% are in the 35-49 age
range
•International - 24/7
•75% of Twitter users have no kids at
•‘Go to’ Resource
home. Makes sense, as these users are
too busy twittering to have a family life...
•Hashtags & aggregation on the fly
•Twitter attracts a less affluent audience
•3rd party applications
as 49% of users earn less than 60K per
year, no doubt a result of the younger
...on the down side ....
user base.
•Noisy – can be difficult to filter
http://www.marketing-jive.com/2009/03/twitter-
demographics-2009.html

12. The Real Cost
Time required to manage popular types of social media
http://museumtwo.blogspot.com/

13. Ready
• Listen & Learn before you speak

14. ...one example of easy listening

15. • Pick your tools

16. GOALS (= the thing we want to contribute to)
•Reduce child mortality in developing countries
•Improve maternal health
•Combat HIV/AIDS, Malaria and other diseases
www.colalife.org
ACTIVITIES
1. Run an effective PR and communications activity
2. Manage the Facebook Group
• to keep the Facebook Group growing by keeping existing members
• to issues regular newsletter on progress
• to respond individually to Wall posters and those who send messages
of support
3. Maintain the Google Group
to promote through the newsletter
to encourage potential enablers and activists to join the Google Group
4. Build relationships with key stakeholders
5. Engage in debate, learn and review

17. • Think about ...
• Process
• Roles
• Policy /
Guidelines
• Resources

18. Steady
You’ve decided...
• Who’s going to speak for you
• How & where they going deliver the message
.... Now decide
• What is your strategy for bringing this all
together?

19. Tell your story

20. Listen listen listen ...

21. ...then give back.
• Be authentic
• Be dependable & timely
• Be flexible on topic but remember your
guidelines
• Supervise your resource(s) 
...and remember the real world!

22. Moderation = Control?
adjective:
– 1. Being within reasonable limits; not excessive or
extreme:
verb:
– 1. To lessen the violence, severity, or extremeness
of.
– 2. To preside over:

23. Words of Wisdom from 2002
1. Require Accounts (?)
2. Set and Enforce Rules
3. Employ a Community Manager
4. Sculpt the Input
5. Empower the Community to Help
6. Link Stories to Comments
7. Enable Private Communication
8. Participate …
Derek Powazek
9. … But Don’t Feed the Trolls
www.powazek.com
10. Give Up Control

24. Success = Learning
• Are WE / THEY listening differently?
• What have your audience learned about you?
• What have you learned from them?

25. Footnotes
• Slide 2 - Scoble's Social Media Starfish from Getting to First Base: A Social Media Marketing Playbook -
http://www.friendswithbenefitsbook.com/
• Slide 3 - Check User Names - http://checkusernames.com/
• Slide 4 - Maslow’s Hierarchy of Need for Nonprofits - http://www.nonprofittechblog.org/build-a-
nonprofits-technology-assets-from-the-ground-up-part-2-of-4
• Slide 10 - Social Media Demographics: Facebook’s for girls! - http://connect.icrossing.co.uk/social-media-
demographics-facebooks-girls_1562
• Slide 12 - How much can you accomplish in one week of web 2.0? -
http://museumtwo.blogspot.com/2008/04/how-much-time-does-web-20-take.html
• Slide 23 - Design for Community by Derek Powazek - http://www.amazon.co.uk/Design-Community-
Derek-Powazek/dp/0735710759
• Slide 23 - Words of Wisdom from 2002 – http://www.powzek.com/