1 / 33

Using Social Media to Communicate with Your Members

Using Social Media to Communicate with Your Members. Dr. Kimberly May AVMA Communications Division. Social Media & Web 2.0. Interactive information sharing Interoperability User-central design Collaboration. Social Media and Web 2.0. Blogs Digg, Reddit, Delicious Wikis …and more.

rasha
Download Presentation

Using Social Media to Communicate with Your Members

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Using Social Media to Communicate with Your Members Dr. Kimberly May AVMA Communications Division

  2. Social Media & Web 2.0 • Interactive information sharing • Interoperability • User-central design • Collaboration

  3. Social Media and Web 2.0 • Blogs • Digg, Reddit, Delicious • Wikis • …and more

  4. Social Media: Do You Need It? • AVMA survey(Oct. 2009) • 70% had a social networking profile • Nearly 40% maintain a website or blog

  5. Social Media: Do You Need It? • Veterinarian New Media Usage Study by Nicholson Kovac, Inc. (Sept.-Oct. 2009) • 50% of SA vets & nearly 75% of LA vets have sent text msgs. for business • 20% both groups have Twitter accounts

  6. Social Media: Do You Need It? How People Share Content: July 2009

  7. The Ups…and Downs

  8. Selling Social Media • Solution: You've already lost control. This is a way to try to regain some control.

  9. Selling Social Media • Solution: This gives you a voice in the conversation. Supporters outnumber detractors. The community knows how to self-police.

  10. Selling Social Media • Solution: Experiment, start small; small experiment = small risk

  11. Selling Social Media • Solution: Start small; experiment; show success. Consider using volunteers.

  12. Selling Social Media • Solution: Actually, they do. Survey your members

  13. Selling Social Media • Solution: SM lets you meet your members where they already are & helps them cut through information overload.

  14. Selling Social Media • General advice available online • Consult legal counsel

  15. Strategy • Step 1: Define your communications needs and goals. • Step 2: Determine where social media can help achieve goals. • Step 3: Coordinate with other media (print, website, newsletters, etc.) so they all work together.

  16. Social Media Strategy • What audience(s) do you want to reach? • What goal(s) do you want to accomplish? • What media will be the most useful? • What 1 experiment can you start with?

  17. Define Needs & Goals • Crisis Communications, early warning system • Leverage trusted influencers to spread your message. • Improve reputation • identify negative perceptions • add value to conversations.

  18. Where to Begin? • Learn and listen • Learn about your audience(s) • Start listening to what is being said • (Even if you can’t do anything else)

  19. Where to Begin? • iGoogle – personalized Google home page/listening dashboard • Google Alerts – to your inbox

  20. Where to Begin? • Search Facebook for related groups, your group • Search Twitter, sign up for Twitter alerts

  21. Experiment • Start small. • Facebook event vs. page • Twitter personal feed vs. organizational • Comment on existing blogs vs. create your own

  22. Experiment • Don’t be afraid of dialogue. • Don’t be afraid to fail.

  23. Experiment • Identify target audience(s) • Identify SMART objectives • Connect SM to other communications efforts (print, website, etc.) • Define success/measurement metric(s) • Measure

  24. Measurement • Website traffic • Number of fans/friends/followers • Number of conversations/comments • Number of recommendations of your content • Number of posts by your fans

  25. Jumping In • Tweet about: • Meetings • Policy revisions • Links • news articles about VMA • articles about vets in your state • articles about animal/public health • useful info on other sites

  26. Jumping In • Tweet about: • Birthdays, retirements & other milestones of your members • Information and updates about state ballot initiatives • Short pet care tips • Retweet useful info from others (RT @avmavets)

  27. Jumping In • Set up Facebook fan page • Updates - meetings, policy changes, new members • Photos • Relevant links • Important health, legislative and member issues • Links to Capwiz Action Alerts

  28. Making it Work • Be ready for dialogue. • Be ready to learn from your audience. • Do NOT approach social media as marketing.

  29. Making it Work • It’s not all about you. • Ask your members what they want. • Content is king.

  30. Making it Work “If an organization simply cuts and pastes a social media policy without the internal culture change, it won't be effective.” --Beth Kanter, social media strategist

  31. What do we get out of all of this? • INTERACTION! • Involvement • Issue identification • More advocacy • Insights to drive new services, benefits • Decrease costs

  32. Questions?

More Related