Conversing Online: Using Social Media to Engage with Your Community

1. Conversing Online: Using Social Media to Engage with Your Community

2. Your Tour Guides Kate Bladow Social Media Listener & Experimenter Joyce Raby Technology Consultant and Social Media Coach

3. Best Social Media Quote Ever “Social Media is like teen sex. Everyone wants to do it. No one knows how. When it’s finally done, there is surprise that its not better.” - Avinash KaushikAnalytics EvangelistGoogle

4. Second Best Social Media Quote “Go live among them.” - Joyce Raby (if you want to engage your community you must first listen to what they are already saying)

5. Choosing Your Tools Pick a tool based on • who you are trying to reach • what your supporters are using • what your goals are • how much time you have Hundreds of tools exist. Don't automatically assume Facebook, Twitter, or MySpace is the right tool for your goal!

6. Potential Tools • Blogs • Microblogging • Twitter • Tumblr • Social Networking Sites • Facebook • LinkedIn • MySpace

7. Social Media Is a Conversation • Online cocktail party • Chance to respond to negative comments • Engaging builds relationships

8. Listening

9. Responding

11. Engaging • Helping People Help Themselves • Turning Lawyers into Volunteers • Building Community Support

12. joyceraby.com Example: Houston VLP

13. Example: LawHelp/NY

14. Example: ABA

15. Example: TRLA

16. It's an Evolving Strategy • Pick something small (what do you want to market?) • Pilot (create and launch) • Evaluate (did you accomplish your goal?) • Adapt/adjust based on feedback and your experience • Do it again….forever.

17. How to Measure Engagement • Search Google, Yahoo, Bing, Twitter, YouTube, blogs, and important content sites for • Organization name, program, services, & key individuals • Competitors' names, programs, services, and key individuals • Track fans/friends/followers, comments/retweets/likes, web page visits, and so on

18. Define Your Metric • We learned something about our community we didn’t know before • Number of influential people who tweet about us • Number of nice things tweeted about us • Number of influential blogs that wrote about us • Number of direct conversations we had • Amount of useful, meaningful feedback

19. Creating a Social Media Policy • Shriver Survey on Social Media • Of respondents: • 6% have a formal written social media policy • 12% have an informal unwritten policy • 13% are drafting a policy • 39% would like to draft a policy • 19% are choosing not to draft a policy

20. Resources • We Are Media Projecthttp://www.wearemedia.org/ • Beth Kanterhttp://www.bethkanter.org/ • Mashablehttp://www.mashable.com • Chris Broganhttp://www.chrisbrogan.com/

21. More Resources • Social Networking Primer for Poverty Law Advocates and Organizationshttp://goo.gl/vv3us • technolahttp://www.techno.la/ • Joyce Rabyhttp://www.joyceraby.com/ • LSNTAP Tech Libraryhttp://goo.gl/0HvXi

22. Need More Help? • Social Media Audits • Social Media Plans & Strategy • Create/Measure Specific Social Media Campaigns Joyce Raby, joyce@joyceraby.com Kate Bladow, kbladow@gmail.com