Social Media for Development, Part 5
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Transcript of Social Media for Development, Part 5
Social Media for Development
Day 2: August 8, 2013National Computer Institute
Ruben Canlas Jr
Based on materials originally developed by Emmanuel Lallana, PhD
for UN AP-CICT
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5. Public Communications through Social Media
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Day 2: Agenda
• Presentations of Group Work
• Governance by Social Media
• Public Communications through Social Media
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Cluetrain Manifesto
A powerful global conversation has begun.
Through the Internet, people are discovering and
inventing new ways to share relevant knowledge with
blinding speed.
As a direct result, markets are getting
smarter—and getting smarter faster
than most companies.
“AUDIENCES”
“GOVERNMENTS”4Wednesday, August 14, 13
Exercise: Internet Hunt
• Search for The Cluetrain Manifesto
• Read the first page, including the first 15 points of the “95 Theses”
• What ideas stood out for you?
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aka: Public Relations (PR)
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Exercise: Traditional vs Social Media
Description Traditional SocialTV, radio, newspapers,
books, moviesFacebook, Twitter, Tumblr, wiki,
etc
Reach How far can content be delivered
Immediacy Speed of delivering information
Accessibility Access to means of production
Interactivity Ease of facilitating conversations
Permanence Degree of editability
Findability Ease of finding content
Learning curve
Skill needed to produce content
Pair up and fill the table
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Exercise: Traditional vs Social Media
Description Traditional Social
TV, radio, newspapers, books, movies
Facebook, Twitter, Tumblr, wiki, etc
ReachHow far can content be delivered
Wide reach, but may have geographic
limitsTechnically unlimited
ImmediacySpeed of delivering
information
Broadcast: immediate
Print and Film: slower
Real time
Accessibility Access to means of production Expensive Free or at minimal cost
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Exercise: Traditional vs Social Media
Description Traditional Social
TV, radio, newspapers, books, movies
Facebook, Twitter, Tumblr, wiki, etc
InteractivityEase of
facilitating conversations
Low interactivity High interactivity
PermanenceDegree of
editability of content
Permanent content once published Dynamic content
Findability Ease of finding content
Hard to find, ephemeral Just use Google
Learning curve
Skill needed to produce content
Usually requires specialized teams
and processes
Can be done by an individual amateur
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Google Analytics Demo
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Developing SM4D Policy
Best Practices and Tips
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Engage people: call for meetings, ask opinions, consult
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Suggestion #6: Be patient. Don't be impulsive in responding.
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Don't badmouth it. Change it.
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Use a hybrid of both approaches.
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Different ways to use social media resources
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Tips: Don't let “anonymity” make you do crazy things. Nothing is
totally anonymous in the internet.
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Final Exercise
• Groups: pick a government agency (pref: the ones you used in your groups)
• Write an outline for social media policy. Use POST:
• People: who are your target audience/stakeholders?
• Objectives: 3 reasons why your agency should get into or use social media?
• Strategy: Identify at least one (1) campaign you will run through social media to attain a specific objective.
• Technology: Identify at least 3 social media types/apps you will use for your campaign
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• slideshare.net/rubencanlas
• Email: [email protected]
• Twitter: @cryptonomikon
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