Social Media for Development

Day 2: August 8, 2013National Computer Institute

Ruben Canlas Jr

Based on materials originally developed by Emmanuel Lallana, PhD

for UN AP-CICT

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5. Public Communications through Social Media

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Day 2: Agenda

• Presentations of Group Work

• Governance by Social Media

• Public Communications through Social Media

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Cluetrain Manifesto

A powerful global conversation has begun.

Through the Internet, people are discovering and

inventing new ways to share relevant knowledge with

blinding speed.

As a direct result, markets are getting

smarter—and getting smarter faster

than most companies.

“AUDIENCES”

“GOVERNMENTS”4Wednesday, August 14, 13

Exercise: Internet Hunt

• Search for The Cluetrain Manifesto

• Read the first page, including the first 15 points of the “95 Theses”

• What ideas stood out for you?

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aka: Public Relations (PR)

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Exercise: Traditional vs Social Media

Description Traditional SocialTV, radio, newspapers,

books, moviesFacebook, Twitter, Tumblr, wiki,

etc

Reach How far can content be delivered

Immediacy Speed of delivering information

Accessibility Access to means of production

Interactivity Ease of facilitating conversations

Permanence Degree of editability

Findability Ease of finding content

Learning curve

Skill needed to produce content

Pair up and fill the table

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Exercise: Traditional vs Social Media

Description Traditional Social

TV, radio, newspapers, books, movies

Facebook, Twitter, Tumblr, wiki, etc

ReachHow far can content be delivered

Wide reach, but may have geographic

limitsTechnically unlimited

ImmediacySpeed of delivering

information

Broadcast: immediate

Print and Film: slower

Real time

Accessibility Access to means of production Expensive Free or at minimal cost

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Exercise: Traditional vs Social Media

Description Traditional Social

TV, radio, newspapers, books, movies

Facebook, Twitter, Tumblr, wiki, etc

InteractivityEase of

facilitating conversations

Low interactivity High interactivity

PermanenceDegree of

editability of content

Permanent content once published Dynamic content

Findability Ease of finding content

Hard to find, ephemeral Just use Google

Learning curve

Skill needed to produce content

Usually requires specialized teams

and processes

Can be done by an individual amateur

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Google Analytics Demo

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Developing SM4D Policy

Best Practices and Tips

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Engage people: call for meetings, ask opinions, consult

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Suggestion #6: Be patient. Don't be impulsive in responding.

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Don't badmouth it. Change it.

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Use a hybrid of both approaches.

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Different ways to use social media resources

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Tips: Don't let “anonymity” make you do crazy things. Nothing is

totally anonymous in the internet.

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Final Exercise

• Groups: pick a government agency (pref: the ones you used in your groups)

• Write an outline for social media policy. Use POST:

• People: who are your target audience/stakeholders?

• Objectives: 3 reasons why your agency should get into or use social media?

• Strategy: Identify at least one (1) campaign you will run through social media to attain a specific objective.

• Technology: Identify at least 3 social media types/apps you will use for your campaign

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• slideshare.net/rubencanlas

• Email: rcanlas@alumni.cmu.edu

• Twitter: @cryptonomikon

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