foundations of social media for arizona leaders
DESCRIPTION
Lisa Colton's presentation to southern Arizona Jewish communal leadersTRANSCRIPT
THE FOUNDATIONS OF SOCIAL MEDIA
Lisa Colton
Darim Online & See3 Communications
[email protected] 434.977.1170
Tradi&onal Mindset: Hub & Spokes
Network Mindset
“connect and collaborate” rather than “command and control”
Characteristics of Social Media • Participatory: It blurs the line between producer and
consumer, media and audience.
• Open and Democratic: It encourages comments, voting and sharing of information. For this reason it is seen as authentic and trustworthy.
• Conversational: Two (or more) way conversation rather than one-directional broadcast. Is personal, specific, and engaging.
• Communal: Supports formation, growth & strength of communities around a particular shared interest.
• Connected: Thrives on being connected, rather than being territorial and proprietary.
Attention Economy Be Social Add Value Be Real Strengthen the Network
5 New Rules of the Game
#1 THIS IS AN ATTENTION ECONOMY
#2 Listen And…
Temple Israel, Memphis Facebook Page
… Be Social
Temple Israel, Memphis Facebook Page
#3: ADD
VALUE
Social Content is Social Capital
• Social Capital is the
value of connections between and among nodes in social networks.
• Content should be newsworthy, unique, controversial, timely immediately useful and/or funny.
• 12:1 ratio of adding
value.
Your Unique Value
#4: BE REAL
Voice: Sixth & I Synagogue in DC
Make it Personal
#5 STRENGTHEN THE NETWORK
Unaffiliated but strongly connected. Prospects!
Affiliated, but not well connected to the community as a whole. At risk for dropping dropping out at key moments, & good focus for engagement.
These are your 80/20 people: Mavens and Connectors More effective at Expanding our Reach than the “institution”.
Circle represents current “community”, the tight(er) inner network.
In general, the thicker the interior network, the stronger the community.
Use Networks Smartly
Smart Use of Social Media
1. PEOPLE: Identify audience(s)
2. OBJECTIVES – What are you goals and
objectives for this audience? – What are your audience’s
goals?
3. What is the STRATEGY to reach these goals?
4. Determine the specifics of the TECHNOLOGIES you’ll use. Implement, measure, refine!
IT’S NOT ABOUT TECHNOLOGY
Families, and parenting, are changing.
John Fitch’s Steam Engine
John Fitch’s Steam Engine
Questions?
Share your work?