SOCIAL MEDIA mini

BOOT CAMPLisa Colton

Chief Learning Officer, See3 CommunicationsPresident, Darim Online

lisa@darimonline.org@darimonline @lisacolton

The 90 Minute Workout

• What’s changed?• Who are we talking to?• How do we earn attention?• What does it look like?• What’s your plan?

– People, Objectives, Strategy, Technology

Traditional Mindset: Hub & Spokes

Network Mindset

“connect and collaborate” rather than “command and control”

Characteristics of Social Media

• Participatory: It blurs the line between producer and consumer, media and audience.

• Open and Democratic: It encourages comments, voting and 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 & strength of communities around a particular shared interest.

• Connected: Thrives on being connected, not territorial and proprietary. “Contact sport” not “spectator sport”.

Attention EconomyBe SocialAdd ValueBe RealStrengthen the Network

5 New Rules of the Game

#1 THIS IS AN ATTENTION ECONOMY

Who Are You Designing For?

#2 Bring Your Social Skills!

#3:

ADD

VALUE

Social Content is Social Capital

• Social Capital is the value of connections between and among nodes in social networks.

• Content should be newsworthy, unique, controversial, timely immediately useful and/or funny.

• 12:1 ratio of adding value.

Your Unique

Value

#4: BE REAL

Voice: Sixth & I Synagogue in DC

What assumptions do people have about your school?

How does your voice reinforce or rewrite those assumptions?

Make it

Personal

Families,

and parenting,

are changing.

People Before Technology

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 to use.

Implement, measure, refine!

Q&A