Using Social Media Effectively

1. Using Social Media Effectively Facilitated by: Caroline Egan Carmichael Centre for Voluntary Groups

2. 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. What is Social Media?

3. Blogs Social Networks Facebook YouTube Flickr Pinterest Twitter Blogger Second Life Panfu (kids site) Moshi Monsters (kids) Your website - Newsletters Brand Website Virtual Worlds Social Media Landscape

4. 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) Social Media Examples

5. 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 Marketing

6. 2. C = Conversations Communication is about conversation, not “pushing a message” on users Introduction: 6 C’s of Social Marketing

7. 3. C = Content Content needs to be fresh and timely. Users want “architecture of participation” (Tim O’Reilly) Introduction: 6 C’s of Social Marketing

8. 4. C = Continuity React to news and conversations. Micro strategy. Micro campaigns rather than big ideas Introduction: 6 C’s of Social Marketing

9. 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 Marketing

10. 6. C = Control Organisations don’t control the conversation, users do! Introduction: 6 C’s of Social Marketing

11. To get users to incorporate your social media offerings/brand into their online lives Goal of Social Marketing

12. You need to communicate a simple persuasive fundraising idea: Example: Charity X Everyday 100 people start to lose their hearing. We need your support to help rebuildlives devastated by hearing loss. (less than 140 characters!) = (NEED) (SOLUTION) (NOW) Communicating an idea: Fundraising Example

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

14. Plan, Communicate, Listen: Social Media Strategy

15. 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 Social Media Strategy – Reasons for Failure

16. Identify what information should be kept private • What 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? Establish a Social Media Protocol

17. 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 Blog Examples

18. http://www.youtube.com/watch?v=rA4s3wN_vK8 • Go to: http://www.blogger.com - Follow the set up instructions Setting up a Personal Blog

19. http://www.youtube.com/watch?v=Lujfikers3k Ad-hoc networks and the future of social media