Post on 14-Apr-2018
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Communicating Through
Social Media
Regina Layug Rosero, Project Coordinator
Mulat Pinoy Project, Probe Media Foundation
Advocacy Communications Training, June 20, 2013, Tagaytay
Inter-Church Organization for Development and Cooperation (ICCO)
and
Philippine Legislators Committee on Population and DevelopmentFoundation, Inc. (PLCPD)
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ACTIVITY:
Big Picture, Many Pieces You have 1 minute and 1 sheet of paper.
Distribute your paper to the people around you. You can tear up the paper into as many pieces as
you like.
You can give the pieces to different people.
You can give all the pieces to just one person. You decide how many pieces to give to each person.
You can also keep all the paper to yourself.
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ACTIVITY:
Big Picture, Many Pieces
How did you feel
giving your paper to different people?
receiving paper from different people?
passing on pieces of paper you received to different people?
having different colors and sizes of paper?
How long did it take you to distribute all your paper?
How do you know where your paper went?
How big is your paper? How small?
How complete is the picture you now have, made from the
pieces of paper you have?
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PART 1:
The Nature of Social Media
Communicating Through Social Media
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The Nature of Social Media
PC Magazines definition of a social networking site:
A Web site that provides a virtual community for people toshare their daily activities with family and friends, or to share their
interest in a particular topic, or to increase their circle of
acquaintances.
Social media can be a conversation, can broadcast yourmessage to many people, and can be shared and reshared to
others: viral, very interactive, many to many.
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The Nature of Social MediaConversation One is to One
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The Nature of Social MediaTraditional Media
One is to Many
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The Nature of Social Media
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Social Media Contentarticles/blog posts
photos/photo essays
infographics
polls
videos/podcasts
memes
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What is Social Media mainly
used for?
Socializing
Research
Entertainment
Sharing
Advertising
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Online News VS Traditional News
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Similar goal: reach more people!TV - ratings
Radio - listeners
Print - issues/copies
Online - website views
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Online News VS Traditional News
Fewer restrictions online, not
limited by production
problems: airtime, editing,
shooting
Frequent updates while story
is hot
Multimedia: Text, images,
video, graphics, charts
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Online News
VSTraditional
NewsLessons from PPI
Forum:
Who is the reporter?
Who is the reader? Whats the difference?
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Internet Use: World Stats
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Internet Use: World Stats
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Social Media and Internet Use in
the Philippines
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Population( 2012 Est.)
Internet
Users,
(Year
2000)
Internet
Users
30-Jun-
2012
Penetration(% Pop)
Facebook31-Dec-2012
9-Aug-2012
Philippines 103,775,002 2,000,000 33,600,000 32.4 % 29,890,900 9,500,000
YouTube: January 2012 844 million videos viewed in Philippines
Gender Divide:
45.5% females
54.% were males
Age Brackets:
44% - 21-30 year old users
11.4% - 18-20 year old users
Locations: YouTube were accessed mostly from
home (66.7 percent)
education institutions (2.2 percent) least popular places for viewing
YouTube, possibly due to restrictions implemented on shared computers.
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Social Media:
Its More Fun in the Philippines
From IntraPromote.com, a digital marketing agency in
Singapore:
Filipinos love to create their own videos singing karaoke and share
them with friends. Its more fun: Many people uploaded both fun and beautiful photos
of Philippines. Even during the monsoon season, Filipinos had a
sense of humour; photos displaying people relaxing or swimming
on a flooded street were shared online.
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Janine Tugonon: One tweet
highlighting her appreciation
for Gods grace had 575
retweets and 436 favorites.
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Pinoy Institutions Online
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Pinoy Institutions
OnlineOrdinary people cancommunicate withgovernment agenciesprivate institutions and
celebrities.
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PART 2:
Building Relationships Online
Communicating Through Social Media
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How do you get others to
disseminate your information?
Who is the reporter?
Who is the reader?
Find the force multipliers(Maria Ressa)
News websites
Celebrities/champions
Bloggers Other NGOs
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Connecting with news websites
Press releases
Press conferences
Interviews
Features
Event coverage
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Celebrities can champion your cause
Celebrities are people too
Your cause in the limelight
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Working with Bloggers
Bloggers VS journalists
Independent
individuals with a
large audience civilian voice,
unattached to official
institutions
insights and networks
that establishedbrands might not have
Blog what you like
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Other NGOs as online partners
Common goals
Audience: Who are youtrying to reach?
Similar demographics? Audiences currently beyond
your reach?
Similar language, strategies
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PART 3:
Successful Online Engagement
Communicating Through Social Media
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The Basics1. Start with a few social networks: Facebook,
Twitter, wherever the people you want toreach actually are.
2. Have a communications plan.
3. Use all opportunities to promote your socialmedia accounts, and vice versa.
4. Hashtags are #important.
5. Update frequently!
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What social media can be used
for advocacy?
Social
Network
Content Advantages
Facebook Pictures, videos, status, private
messages, groups, fan pages,controlled user access
Longer messages, photo
albums, online voting,events, notes and sharing
with specific demographics
Twitter Messages in 140 characters or less,direct messages, retweets, hashtags
Short messages, easy for
mobile use
Tumblr,Instagram
Photoblogging Popular for memes andviral photos
YouTube Video hosting Popular for parody videos,TV episodes, music
Scribd Document sharing Reports, presentations
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Target AudiencesAsk yourself Think about
Who do you want to reach
with your content?
Age
Gender
LanguageMindset
Where is your target
audience?
Websites
Social networks
Geographical locationWhat do you want them to
remember most?
Important message
Action to take
New mindset
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Strategies
Audience Goals/Opportunities
Legislators Providing info about constituents actual needs and
opinions
Watchdog mechanism, accountability
Other Advocates Cooperate and share latest developments Encourage participation from similar groups
Share audiences: the more, the merrier!
General Public Provide accurate info about important issues
Show how big issues affect ordinary people
Encourage participation on all levels
Youth Educate the decision makers, advocates and
parliamentarians of tomorrowTODAY!
Encourage advocacy work in their own communities
Encourage many small actions to create critical mass
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Online Tools
Storify
Analytics
File sharing
Email tools
Mailing lists
Subscriptions
Email notifications
Twibbon
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Mulat Pinoy Best Practices
Polls
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Mulat Pinoy Best Practices Action and reaction
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Mulat Pinoy Best Practices Stay true to your personality
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Mulat Pinoy Best Practices
Face criticism
Haters gonna hate
Fans will defend you
Manage your trolls with respectand tact
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Mulat Pinoy Best Practices
Get their attention.
Connect popular events and people with your cause.
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Many of the same communication
standards apply
What do I want to do?
Who do I want to talk to?
How should I speak to them?
Why should they care?
Ana Santos, Sex and Sensibilities
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Social media stories can lead
to social change.
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Communicating Through
Social Media
Regina Layug Rosero, Project CoordinatorMulat Pinoy Project, Probe Media Foundation
Advocacy Communications Training, June 20, 2013, Tagaytay
Inter-Church Organization for Development and Cooperation (ICCO)
and
Philippine Legislators Committee on Population and DevelopmentFoundation, Inc. (PLCPD)