Using Social Media EffectivelyUsing Social Media Effectively

Facilitated by: Caroline EganCarmichael Centre for Voluntary Groups

What is Social Media?What is Social Media?

Formal Explanation•The integration of all digital, computerised and online technologies into communication platforms. Referred to as Web 2.0

OR

•Basic communication. Tools such as Facebook are channels and a bridge to communicate with stakeholders. Channels are like languages and can be easily mastered. Content and value of the conversation is what really matters.

Social Media LandscapeSocial Media Landscape

Social Networks Blogs

Brand WebsiteVirtual Worlds

FacebookYouTubeFlickrPinterest

TwitterBlogger

Your website- Newsletters

Second LifePanfu (kids site)Moshi Monsters (kids)

Social Media ExamplesSocial Media Examples

IMNDA Facebook: http://www.facebook.com/IrishMND2011

Better Together Campaign (video): http://www.bettertogether.ie/

Carmichael Centre Twitter:http://twitter.com/CCVoluntaryOrgs

Social Media Platforms (hand out)

Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing

1. C = Communities

Users gathering to learn, talk, chat. Success arises from creating bonds between users rather than simply between the organisation/brand and users

Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing

2. C = Conversations

Communication is about conversation, not “pushing a message” on users

Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing

3. C = Content

Content needs to be fresh and timely. Users want “architecture of participation” (Tim O’Reilly)

Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing

4. C = Continuity

React to news and conversations. Micro strategy. Micro campaigns rather than big ideas

Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing

5. C = Context

If you don’t have original content, piggyback on existing conversations i.e. borrow relevance. Buts needs to reinforce what you do and stand for

Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing

6. C = Control

Organisations don’t control the conversation, users do!

Goal of Social MarketingGoal of Social Marketing

To get users to incorporate your social media offerings/brand into their online lives

Communicating an idea: Fundraising ExampleCommunicating an idea: Fundraising Example

You need to communicate a simple persuasive fundraising idea:

Example: Charity X Every day 100 people start to lose their hearing. We need

your support to help rebuild lives devastated by hearing loss. (less than 140 characters!)

= (NEED) (SOLUTION) (NOW)

Developing a Tweet

Reduce down an elevator pitch/communications message to 140 characters so that it can be communicated as a “tweet” on Twitter!

Plan, Communicate, Listen: Social Media Plan, Communicate, Listen: Social Media Strategy Strategy

Social Media Strategy – Reasons for FailureSocial Media Strategy – Reasons for Failure

Lack of: strategy, understanding of users, posting relevant messages, consistency, monitoring

Lack of internal resources to manage social media platforms

Failing to engage audiences and thus having a limited reach

Lack of content guidelines

Establish a Social Media Protocol Establish a Social Media Protocol

Identify what information should be kept privateWhat information would be beneficial to be made

public?What personal social media use is appropriate?How can the message be sent out consistently?What are the rules for proactive/reactive media

use?How to respond to negative engagement?

Blog ExamplesBlog Examples

Sample blogs at: http://awards.ie/blogawards

INDIVIDUAL- http://siobhanb.blogspot.com- http://blathnaidhealy.com

NEWS- http://www.broadsheet.ie- http://www.irishtimes.com/blogs/politics- http://www.guardian.co.uk/voluntary-sector-network/community-action-blog- http://www.politics.ie

Setting up a Personal BlogSetting up a Personal Blog

http://www.youtube.com/watch?v=rA4s3wN_vK8

Go to: http://www.blogger.com

- Follow the set up instructions

Ad-hoc networks and the future of social Ad-hoc networks and the future of social mediamedia

http://www.youtube.com/watch?v=Lujfikers3k