- This is the first live workshop based on the wiki curriculum WeAreMedia. We started working on this a year ago because we were getting so many questions: "What is twitter?" "Why should I blog?"
- We see an opportunity for nonprofits to BE the media, not just try to bring stories to the attention of traditional media.
- We've engaged over 200 folks from the nptech world to contribute to this curriculum via the wiki. The entire wiki is under Creative Commons license. Share the content, attribute it, share your successes. Link back to any materials you create.
- History of the wiki - "we ate our own dog food." Learning by creating the curriculum. 151 pages of content created. Learning the process of working wikily.
- People shared what they want to get out of the workshop. Nina Simon captured the words and created a Wordle based on this.
- What is social media? Shareable media.
- Although not everyone is using social media, most people are consuming it (see Slide 23 of What and Why? - social media sites captured 85% of the 2,1 trillion page views garnered at the top 1,000 media sites).
- Every decade has its big thing - next big thing is online social graph. (See slides 29 and 30 of What and Why? - also, Google Friend Connect, Facebook Connect - competition in this space)
- Social media is the fusion of technology and social behavior.
- Increase traffic
- Turn angry customers into fans
- See slides 45 - 51 of What and Why?
Social Media Strategy Map
Tool: SMART Chart - specific, measurable, attainable, realistic, and time-based
See slide "some differences in tactics" Social media is conversation, not talk.
Flipping the Funnel - essential reading for social media strategists.
Finding out more about your audience - you may need to do a survey - find out where they hang out online (if they do).
Holly Ross of NTEN:
Rule of thirds. 1/3 Web Presence 1/3 One Way (email) 1/3 Social
their website also allows comments
Very active on Twitter @ntenhross
question - What is NTEN's voice?
Holly - we have a set of published values
me - would nten lose something when ntenhross leaves nten?
Holly - that's why I encourage others in our org to do socmed also
Five fears about social media and how to get over it.
What works when introducing something new?
bring people (influencers) in early - make them feel a part of it
stealth adoption - do it under the radar and then document the success
Beth - easiest if your social media person is someone who already loves it.
Holly - But, you can create a culture of learning at your organization. Give staff an hour a day to play with the tools.
Beth - Metrics - users, time spent, comments, bookmarks, outbound links, engagement, digital ethnographic insights.
Experiment: Wendy Harman method - five simple steps