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Social Networks: Growing Up Is Hard To DoAIP Assembly of Society OfficersMarch 25, 2010
Ann Michael
Twitter: annmichael
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Agenda
• Why should societies & associations care about social networks?
• How have social networks been used to support membership organizations?
• Getting Started• Measuring Impact
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Why should societies & associations care about social networks?
•What do societies and associations do?•What do social networks do?•Is there overlap?
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AIP was “created for the purpose of promoting the advancement and diffusion of the knowledge of
physics and its application to human welfare.”
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Common Vocabulary
• Promote, advance, disseminate, and apply knowledge
•Educate•Collaborate/Cooperate•Community•Engage•Support (practitioners)
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Social Networks are Another Engagement Channel
•Already publish, conduct meetings, send emails, etc• Social networks supplement existing channels with new
capabilities:−Support multi-directional communication & connection−Provide a human face for the organization−Enable users to personalize activities & communication
Focus on the customer (by the customer)
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Examples of Existing Platforms
More Focused•Nature Networks•iMedExchange•ResearchGate•Connotea
General Purpose•Twitter•Facebook•LinkedIn
(Groups)•Delicious
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Building a Platform
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Getting Started
• Have a social networking strategy & objectives• Develop & execute an engagement plan• Define how to measure impact• Adjust as needed
• Create an organizational role to drive the effort
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Strategy & Objectives
• Strategy should be tied to the organization’s mission
• Objectives can vary:− Increasing awareness− Extending the impact of society programs (publications,
meetings, conferences, etc.)− Member support
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Where to Engage
Should you participate on existing platforms OR build your own?
•At minimum, participate on an existing platform first−Learn etiquette−Develop a strategy and refine objectives−Refine approach to community−Build organizational support and understanding
Find, Follow, Interact
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How to Engage
•What are your members doing? With whom?−What do they like/dislike? Why
• How can we participate without becoming a billboard?
−Subject Matter Expertise: research pointers−Connecting members to each other
• How can you blend the social networks and resources available to achieve your objectives?
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Measuring Impact
•Increase traffic to our website by …− # of visitors to our website originating from social
networks− Increase # of mentions of our product on social
network sites− Start X # of new relationships− Convert X new relationships to members/customers
Increase Awareness
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•Customer feedback received•Insights from other organizations•Meeting registration increase (offers)
Refresh Product/Program Development
Member Support
•# of issues addressed through social networks•# of connections made between members•Ratio of positive to negative feedback
Measuring Impact
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Measurement Tools
Twitter− Klout− Twitalyzer− TweetLevel
Social Media − Webtrends− Radian6− Lithium
Web Analytics− Webtrends− Coremetrics− NetInsight− Google Analytics