Be the Media! Mini-Conference December 3, 2008 Overview of Social Networking Tools
Suren Moodliar, Executive Director, Organizers’ Collaborative, suren@oc-tech.org Steve Backman, Principal, Database Designs Associates, sbackman@dbdes.com Bethany Ramirez, Third Sector New England, bramirez@tsne.org
Social Networking and New Media Introduce Concepts and Terminology Explore Select Social Networking Tools Discuss Framework for Effective Use
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Most “Old Media” now have “New Media” divisions Most “New Media” outfits are well into the Web 2.0 revolution, i.e. New New Media So what is it?
Electronic/virtual/Internet venues and
relationships Web 2.o new, interactive, many-to-many cyberspace mechanisms & social spaces 12/3/2008
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(and who/what does it work for?) Print newsletters – fundraising, constituency, programs Static websites – brochure sites Annual Reports - funders Press releases - advocacy Mass Mailings – fundraising Email – advocacy, fundraising, programs 12/3/2008
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One way communication: organization -> constituents Cost –printing, staffing Mass media difficult to target in time of targeted commercial messaging Difficulty in measuring effectiveness Bottlenecks of staff-driven constituency management Difficult to differentiate message from peers
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From one-way two-way communication Organization -> constituents Constituent -> organization
Email newsletters –donor management Web analytics –targeting audience needs Organizational Blogging –some uptodate content Web response and advocacy forms – focus on constituency strategy
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Lower cost Some targeting of audiences Appeal to more activist or volunteer base Greater ability to act strategically
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Not a substitute for staffing Staff not ready Audience/constituency not ready Opinion and policy makers may not be ready Limited ability to build/activate networks Two communication: still organization centric Limited strategy: using new tools in old ways
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Efficient, but rich communication Greater reach ▪ Away from the computer ▪ Cell phones, internet devices More intimate connections ▪ Learn more about individuals ▪ Greater back-and-forth Cheaper connections ▪ Less in-person contact ▪ More virtual connections 12/3/2008
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It is the strategy or business model that the technology enables that creates the disruptive impact.
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Constituency moves to new media Generational shift (10 yr-olds social network [v]) Webkinz, Club Penguin, NeoPets Cartoon Network, Nickolodeon, Disney
How to reach social base? Induces panic and mania within organization Got to have a blog! How do I “get Facebook” Do you “tweet”?
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Blogs were supposed to challenge the “old media” But old media has adapted and coopted the blogosphere Just a few major blog destinations get most of the traffic Many nonprofits have blogs that are orphaned
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Social networking changes the relationship between organizers and their constituency Moves from a one-to-many relationships to a many-to-many network Moves from issue/interest connections to sharing lifestyles Blurs the public and private Redefines “Friend” From personal companion to chosen public “Public is the new ‘private’”
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Explore Facebook (b. 2004)
Friends Causes Groups Events
Explore E-mail Lists (b. 1986) Structure Problems Collaboration
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Convert information into action Target strategically Focus & control messaging Deploy scarce resources Measure outcomes
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Use a pool Limit issue focus Ignore opposition Finite action Claim victory
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Convert information into action
Sources of information are much more diverse Many new spheres for action Many new ways to involve people in action
Target strategically
New targets & venues You & your supporters can become targets
Control messaging
Many new message arenas Your supporters determine messaging Need to empower & educate supporters
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Scarce resources New places to deploy (stretch?) resources New resources to tap (if you know where to look) Who are the new lead activists?
Measure outcomes Many new indices Yes : Maybe : No (evaluate in context of an
iterative relationship with activists) Relative weights change 12/3/2008
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Actions are no longer discrete activities Organizing and representation of activities continue
long after the action itself is over Interpretations and news perspectives are constantly being presented
Pool has expanded radically
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Now a many-to-many relationship Interaction is iterative Relationship is multifaceted Relationship is much more intimate Activists & supporters now hold you accountable New Media / Social Networking
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From two-way to multi-way constituency relationships Technology removing barriers to collective action Network centric advocacy
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Prepare to experiment: plan, try, gain/fail, learn,
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go again Pick a campaign among your priorities and have a campaign mentality Combine old and new media together Be selective with tools Be prepared to cede control
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What kind of objectives will most benefit from a social networking/new media approach? 2. How do you integrate this approach with traditional communication strategies? 3. what resources will it require and how to you find them? 1.
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