stories, sweets and tweets: storytelling and social media
DESCRIPTION
This presentation was given in February 2013 by Management Sciences for Health staff members Laura Lartigue, Jeremy Malhotra, Marie Maroun, and Willow Gerber to MSH staff on both the SIAPS and LMG projects. The “sweets” in the title refers to the awesome pumpkin bread made by former MSH staff member Marie Maroun that was served with coffee to project staff who took part in the presentation. :)TRANSCRIPT
Stories, Sweets, and TweetsStorytelling and Social Media
Laura Lartigue, CLM/LMGMarie Maroun, CPM/SIAPS
Jeremy Malhotra, CLM/LMGWillow Gerber, CLM/LMG
Rhetorical TriangleMessage
Information, argument, reasons, evidence, data,
structure
AudienceBeliefs, values, knowledge,
experience
You (Communicator)Ethos (credibility), authority,
correctness, appearance, eloquence
You, the audience, and message – are always linked!
Dialogues promote exchange
Who would you trust?
Dick Cheney Nelson Mandela
(We’re talking ethos…)
How do we appeal to people’s emotions?Photos, videos and stories all appeal to one’s emotions (pathos)
LIBREVILLE (Reuters) - The crowd of African women are tired and angry after hours waiting in the hot sun, but the officials will not vaccinate their children until the president inaugurates the campaign on state television.
When he finally does so, half a day has been lost from the five-day vaccination scheme. It is a small reminder that, for health care in Africa, politics can be as decisive as poverty.(Pathos…)
In sub-Saharan Africa, AIDS kills 6,500 people every day, leaving millions of children orphaned.
A child passes coffins in the village of Njuli, Malawi. Since it was first reported, 60 million people have been infected and 20 million have died of AIDS. Photo by Tom Stoddart, Getty Images.
Stats, facts and figures to strengthen your argument.
(Logos…photo and caption provide pathos)
Stories and News Items
Why write stories or news bites?• Show accountability for use of donor
funds• Show use of resources to make a
positive difference in people’s lives• Show our funders or potential
funders examples of our work • Show that numbers alone don’t tell
the whole story
Elements of a Story/New Item
Who
What
Where
When
Why
How
OutcomeWhat came of our assistance?
ActivityWhat is being done to help solve it?
ChallengeWhat is the problem?
Range of Tools and Tactics
• Print materials (reports, policy briefs, fact sheets, etc.)
• Presentations (PowerPoints, displays)• Websites, e-newsletters• Social Media—Facebook, Twitter, YouTube,
Slideshare, Screencast, and more…
Social Media Tools
Online social media tools
What are you looking for in Social Media?• This slide will not make you a Social Media Guru• Your own Voice• A new idea• What is the world saying?
Who are you talking to?
What are talking about?
• Seriously, though what are you talking about?
• What’s the message you want to convey?
Social Media Rules of Engagement
It is not a fad…• It’s a fundamental shift in the way we communicate.• The new way is a dialogue not a monologue.• Facts and Figures• Link, link, link (it’s kind of like location, location,
location)• Shorter is cooler but not always better
Remember to…
• Speak with one project voice
• Use your project’s dedicated social media tools and platforms
• Answer the who, what, where, why, when and how
• Connect with your audience
Activity: Write a Tweet that captures the write-up or your take on it
Remember:140 characters (includes spaces & links)Use @ (mentions) appropriatelyUse # (hashtags) appropriately
Thank you!LMG: http://www.lmgforhealth.org/
• Facebook: https://www.facebook.com/LMGforHealth • Twitter: https://twitter.com/lmgforhealth • YouTube: http://bit.ly/VXQdI1 • Screencast: http://
www.screencast.com/users/MSH.MEC-Team/folders/LMG%20Webinars • Slideshare: http://www.slideshare.net/LMGforhealth
SIAPS: http://siapsprogram.org/ • Facebook: https://www.facebook.com/SIAPSProgram • Twitter: https://twitter.com/SIAPS_Program