VIEWS: 59 PAGES: 29 POSTED ON: 5/13/2010
Social Media 101 Presenter Jon Camfield and Portia Obeng, YSA Katie Comer, Georgia 4-H - Univ. of Georgia Youth Engagement: Social Media Presenter Portia Obeng Youth Engagement Manager, Youth Service America Youth Engagement Today’s youth Social Media Facebook Photo from Dana Lerner Twitter Youtube Blogs Other forms of social media Today’s Youth and Engagement Millennials/Generation Y and Z Most racially diverse generation, idealistic, and born in social media time 1 Era of instant and now Multitasking and Internet experts Generation of social good 1Fine, Allison. “What Makes Up Millennials.” Social Citizen Paper http://www.socialcitizens.org/paper/what-makes-up-millennials Facebook 300 million users worldwide, 13 – 25 age group make up 39% of users 2 Fan Pages are essential to a social media campaign Share: Interactive pages with frequent updates, giveaways, exclusive news, photos, and contests attract more youth fans Twilight’s page has 3.7M fans, Miley 1.5M, and Oprah 900K 2 www.Insidefacebook.com; Twitter Strong growing in popularity and users Estimated 11.5 million accounts and 6 million active users worldwide 3 12 -24 age group make up 21% of users 4 Share: Great tool to generate excitement around a certain event, cause, or issue Twestival for fundraising 3 4 http://www.sysomos.com/insidetwitter/ http://www.comscore.com/ Blogs Provide information to young people Report from conferences, volunteer events, or interesting day-to-day activities Provide information from young people Create an online community Encourage them to post blog entries, helps you better understand your young audience’s interests YouTube YouTube Channel for your organization Over 100 million video viewers a month 65% of users are 24 years old or younger, with 15-24 year olds making up majority 5 Share: Create YouTube channel Post informational videos, PSAs, how people can get involved, or interviews 5 Demographics from TubeMogul: http://elitestv.com/pub/2009/07/youtube-demographics-round-up Other forms of Social Media Myspace A site that allows users to design their profile page, share pictures and blog Popular with musicians, upload music to profile Flickr Photo/video sharing site Can create group and share photos from events Connecting all the dots Put the “social” in Social Media Decide who you want to target and what information you want to share Have your organization’s true voice consistent through all social media outlets Have employees comment in discussion boards, tweet, share links on Facebook, or blog Behind the Scenes: Social Media Presenter Jon Camfield Director of Information and Communication Technologies, Youth Service America How is Social Media Different? A conversation, not a soapbox Creates deeper engagement and ownership Cooperation and Equality, not Authority Builds a committed movement No rigid controls / “on message” More organic and authentic Focus on Relationships, Sharing, and Collaboration Redefines the connection between the organization and the “constituent” What Works? “Sticky” ideas; support for causes and actions over supporting an organization Sincerity and Transparency is important Personal touches / connections help! Nothing happens overnight – change online takes the same efforts as offline “Step 1” is always community building! How to Get Started Tools of the Trade Organizational Action Steps Define Needs, Goals Choose a first step Personal Action Steps Get started! Tools of the Trade What’s out there How it works By Emily Barney on Flickr There’s a lot out there del.icio.us MySpace Facebook Flickr Some easy places to start Your Website’s Software Blogger/Blogspot Facebook Fan Pages El Fotopakismo on Flickr Twitter Bridging it together Write Once, Post Everywhere Use the RSS, Luke Widgets -> Partner websites (or your own!) TwitterFeed -> Twitter Facebook Notes Import/Export tools (Drupal, ServiceWire) By Diego 3336 / Flickr Keep Track Make a map of your information flow What goes where, how, and what passwords are needed to change that? Find ways to measure it (WidgetBox and FeedBurner both help, Google Analytics has tools for RSS now) This can get complicated… Social Media Golden Rule: SHARE You don’t get “Viral” spread of something if it can’t be shared! Share unto others as you would have them share unto you The annoyance rule of thumb – news & logos The Zen of Sharing Requires a change in how you “own” something Remember, everything can be copied – if you make it easy, you can manage and track it better Open Source – Applying these concepts to actual software and content (“Creative Commons”) The Hard Part The Technology is the easy part Organizational Change is really hard. Figure out how to “find the time” Make strategic decisions on what to share openly and what to “protect” Experiment with new qualitative as well as quantitative measurements (Network size, photos posted to flickr, YouTube video comments, blog trackbacks…) Why NOT Social Media? More difficult to stay on message Loss of control and position of authority It’s complex (lots of sites / tools / etc.) Hard to measure impact, ROI Risk of misstep / miss-communication Why NOT Social Media? More difficult to stay on message Maybe your message doesn’t connect? Loss of control and position of authority You probably didn’t have any control anyway. It’s complex (lots of sites / tools / etc.) Start with one that is aligned with your goal Hard to measure impact, ROI New measurements, and what “Investment”? Risk of misstep / miss-communication Recover gracefully, sincerely and regain trust through transparency. Organization Action Steps Blogging Start a work/professional blog with your co- workers Post to it every week, more when you can Talk about news and events from your organization and the field “Staging Ground” to propose new ideas Invite key constituents to Guest Blog Positions you as thought leaders, expands your reach, helps build awareness, invites new thought in comments and guest blogs… Organization Action Steps Social Networking Create a Facebook/MySpace/Twitter presence Organizational groups and users as well as individuals within the organization Professional versus personal (2 accounts??) Focus on network building and information sharing Helps build your online network/presence, can be useful later in fundraising/mobilization Personal Action Steps Create a profile on Facebook (if you don’t have one) Find a few friends, former classmates, and contacts from the field Find (or start!) some “Causes “ and Groups Create a Twitter Account Follow @youthservice, @gysd, @servicelearning and their followers – find your tribe, and start creating a network. More Personal Action Steps Make a mistake Get over it Make a new friend online Lose control of something (Thanks, Holly!)
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