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Social Media Youth Engagement +


									         Social Media 101


   Jon Camfield and Portia Obeng, YSA
Katie Comer, Georgia 4-H - Univ. of Georgia
    Youth Engagement:
       Social Media


             Portia Obeng
Youth Engagement Manager, Youth Service
 Youth Engagement

Today’s youth
Social Media

                                 Photo from Dana Lerner
  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

300 million users worldwide, 13 – 25 age
 group make up 39% of users            2

Fan Pages are essential to a social media
  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


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

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

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

 Demographics from TubeMogul:
 Other forms of Social Media

  A site that allows users to design their profile
   page, share pictures and blog
  Popular with musicians, upload music to
  Photo/video sharing site
  Can create group and share photos from
 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

                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
  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
 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

Facebook Flickr
 Some easy places to start

Your Website’s Software
Facebook Fan Pages
                           El Fotopakismo on Flickr

 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
 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
 Organization Action Steps

Start a work/professional blog with your co-
  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,

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