HandsHands--On Social MediaOn Social MediaClass 1:Class 1:

Building Your Social Media StrategyBuilding Your Social Media Strategy

Jaime OliveJaime Olive

PCC AmeriCorps MemberPCC AmeriCorps Member

pcc@parasol.orgpcc@parasol.org

Welcome!Welcome!

IntroductionsIntroductionsWhat social media tools, if any, are you What social media tools, if any, are you using?using?What do you hope to gain from this What do you hope to gain from this Training?Training?

What is Social Media?What is Social Media?

MMeedia for social interaction, using webdia for social interaction, using web--based technologies to transform and based technologies to transform and broadcast media monologues into social broadcast media monologues into social media dialogues. media dialogues. ItIt’’s all about listening, sharing, and s all about listening, sharing, and engagingengaging

Understanding Social MediaUnderstanding Social Media

““ListeningListening”” : monitoring what is being said : monitoring what is being said about you or your issue*about you or your issue*Research how similar organizations are Research how similar organizations are using social mediausing social mediaEngage with relevant Engage with relevant blogsblogs, pages, etc. , pages, etc.

*Listening Tools:•Google Alerts and Google Reader

•Twitter Search

Why build a strategy?Why build a strategy?Gain a clear understanding of how and why social Gain a clear understanding of how and why social media is effectivemedia is effectiveSet objectives Set objectives Identify your target audienceIdentify your target audienceIdentify the best tools and tactics to useIdentify the best tools and tactics to useIntegrate social media with other communications Integrate social media with other communications plansplansDetermine agency capacity and resourcesDetermine agency capacity and resourcesIdentify a system for evaluationIdentify a system for evaluationDevelop a foundation for experimentationDevelop a foundation for experimentationCreate policyCreate policyAid in changing organization cultureAid in changing organization culture

ObjectivesObjectives

What do you want to accomplish with What do you want to accomplish with social media?social media?

Target AudienceTarget Audience

Who must you reach to meet your Who must you reach to meet your objectives?objectives?What sort of content will resonate with What sort of content will resonate with them?them?What social media tools are they using What social media tools are they using and how are they using them?and how are they using them?

Audience Research Resources:Audience Research Resources:http://beth.typepad.com/beths_blog/2008/09/nptech-summary.html

Tools and TacticsTools and TacticsWhat social media tools and tactics best support your What social media tools and tactics best support your objectives and match your targeted audience?objectives and match your targeted audience?What tools and tactics do you have the capacity to What tools and tactics do you have the capacity to implement?implement?

Source: www.wearemedia.org

TacticsTacticsListenListenParticipateParticipateProduce ContentProduce ContentGenerate BuzzGenerate BuzzBuild a Build a CommuityCommuity

What What Tool(sTool(s) should I use?) should I use?

FacebookFacebook!!

IntegrationIntegration

How does your social media plan support How does your social media plan support components of other communications components of other communications plans (website, email marketing, plans (website, email marketing, mailings)?mailings)?

CapacityCapacity

Who will implement your social media Who will implement your social media strategy?strategy?How much time can they allocate?How much time can they allocate?Do you have an efficient method?Do you have an efficient method?Do you need outside expertise?Do you need outside expertise?

EvaluationEvaluation

What What datadata will you use to track your will you use to track your objectives?objectives?How often will you evaluate?How often will you evaluate?

Experiment!Experiment!Listen, fail informatively, and evolveListen, fail informatively, and evolveSteps to planning and designing your first Steps to planning and designing your first experiment:experiment:

Pick a social media project that wonPick a social media project that won’’t take much time t take much time and relates to your goalsand relates to your goalsWrite down your successesWrite down your successesWrite down your challengesWrite down your challengesAsk or listen to the people you connect with about Ask or listen to the people you connect with about what worked and what didn't workwhat worked and what didn't workWatch other nonprofits and copy and remix for your Watch other nonprofits and copy and remix for your next projectnext projectRinse, repeatRinse, repeat

PolicyPolicy

PrivacyPrivacyPresencePresenceBest PracticesBest Practices

Culture ChangeCulture ChangeHow do you get your organization to own your How do you get your organization to own your social media strategy?social media strategy?How will you address fears or concerns?How will you address fears or concerns?Common concerns:Common concerns:

Loss of control Loss of control Dealing with negative commentsDealing with negative commentsAddressing personality versus organizational voiceAddressing personality versus organizational voiceFear of failureFear of failurePerception of wasted of time and resourcesPerception of wasted of time and resourcesInformation overloadInformation overload

HomeworkHomework

Create your own social media strategy!Create your own social media strategy!