Social Media for Social GoodThe Cluetrain Revolution

January 27

The World Has Changed

Mass Communications

The Internet Changes That

People

• Want to be heard• Won’t be talked to exclusively• Will migrate to where their inclusion is not

only necessary, but welcomed• And abandon organizations that don’t meet

those needs

Beware Old School Communicators

“There is no market

for messages!”

Meaning

Social media tools used with one-way intent do not produce:

Donations Email addresses Votes Education Grassroots activism

The Modern Online Philanthropy

Conversations

• Can lead to the results organizations want• Yet to do that, they must engage in

meaningful Two-Way conversations• Further engagement is a self-identified act by

consumers, donors, activists, etc. – A by-product of the conversation– Requires use of marketing principles – Call to

action

Listen First

How to Listen

• Thesis 34: To speak in a human voice, companies must share the concerns of their communities.

• Twitter: search.twitter.com• Delicious searches (or other bookmarking sites like Digg,

StumbleUpon, Reddit)• Blog searches: blogsearch.google.com, s.technorati.com

• Andy Beal’s Eight free monitoring tools post: – http://tinyurl.com/6m89yp

Image Credits• Slide 3 – One way by Marcin Wichary http://www.flickr.com/photos/mwichary/3034631941/• Slide 4 – Yield to oncoming traffic, by Rutlo http://www.flickr.com/photos/rutlo/3095600658/• Slide 10 Listen to Me by MetroJP http://www.flickr.com/photos/metrojp/92038203/

Housekeeping

• Gtownsm4sg on Delicious.com • #gtownsm4sg on Twitter• Twitter accounts• Facebook group: Social Media for Social Good

- Georgetown