A Critique of the Proposed National Education Policy Reform
2011 UniServ Skills: Harnessing Social Media
1. Harnessing Social Media for
Association Work
Social media in all forms are becoming the dominant form of
interaction of the Net. Whether blogging, Twittering,
or using Facebook or Groupsites, collective action for the
21st Century is about harnessing relationships and
engaging every person in your “network” as an organizer.
In this hands-on session, you will learn how to harness Web 2.0 tools
to increase the reach, impact, and effectiveness of
Association Programs along with tips and tricks for creating a
professional and functional social media presence.
Developed by SocialFish and NEA
2. Introductions
• Note to participants:
– Please sign in to http://uniserv-skills-
session.groupsite.com
– Please take our Introductory Survey... You’ll find it on
the homepage.
3. Who’s in the Room?
• What’s your name
• What’s your role in your local association?
• How much experience do you have with Social
Media? (i.e. do you use email, Facebook,
Twitter or other online tools?)
4. The Plan for Today
1. What’s Web 2.0?
2. Outposts vs. Homebase
– Intro to Facebook & Twitter
– Do’s and Don’ts
– Using NEA’s Free Toolkit: Groupsite
3. Pulling it all together
4. What organizing and technology have
in common
5. What is Web 2.0?
• Social Networking in Plain English
7. What is social media?
• “Social Media” is an umbrella term for describing internet-
based, digital communication that enables social interaction
to occur more easily despite both time and distance.
• Social Media favors conversation over monologue and
empowers people to be not just content consumers but
content producers.
• Social Media includes:
– Social Networking
– Blogging
– Micro-blogging (Twitter, Yammer)
– Wikis
– Photo & Video Sharing
8. Social media characteristics
• Social Media
– It is immediate
– It is unmediated
– It is a dialogue, which…
• Increases the efficiency of your communication
• Creates greater trust with those you communicate with by building
a relationship
– ‘Social’ is how people communicate
– Lead the conversation or be led by it
9. Social media values
– Authenticity
– Transparency
– Sincerity
– Dialogue over monologue
– There is only one “you”
– No gatekeeper
– Digital is fast
– Digital is forever
– Digital is everywhere
– Resistance is futile
10. • Concentrate on the relationships
NOT
the technology!
• Run when you hear “Twitter Strategy” or “Facebook Strategy”
-- it’s putting the cart before the horse.
• Instead, focus on how you’ll engage members.
• Then choose a program objective.
11. It’s not about the tools
Jessica Hagy, Indexed Blog
Don’t Fondle the Hammer
12. Social Networking
• Contrary to public perception, most of the
groups that form on social networking sites
are not made up of strangers. Although
people may browse profiles of others who are
unknown to them, most use social networking
sites to support preexisting real-life social
groups.
13. • The profile page: a page that allows you to describe yourself through text,
video, and music
• A network of friends: a public or semipublic list of friends, usually
displayed as small photographic icons
• A public commenting system: allows friends and strangers to write a short
note or statement that will be displayed publicly on your profile page
• A private messaging system: enables friends to send private messages to
you via your profile page
• Widgets or Embedded Media: Widgets are small chunks of Web contents,
such as graphics, video clips, or animations that you can put on your Web
site
The following features define social networks and distinguish
them from other types of Web sites:
15. What’s in a NUMBER?
Over 80 percent of Americans use social
media tools and Web sites monthly
Social networking is now the #1 activity on the
web
Twitter: 27 Million users in October 2009
Facebook: 400 million users
You Tube: 924 million unique visitors each year
16. • American teens sent an
average of 3,146 texts a
month in 2010
• That’s 10 text messages
per hour they are not in
school or sleeping,
according to research by
The Nielsen Company.
25. • SocialMention
• Addictomatic
• HowSociable?
• Google Alerts
• Backtype*
• Google Reader
• Filter by
Subscriptions
Keyword Listening Tools
26. The Plan for Today
1. What’s Web 2.0?
2. Outposts vs. Homebase
– Intro to Facebook & Twitter
– Do’s and Don’ts
– Using NEA’s Free Toolkit: Groupsite
3. Pulling it all together
4. What organizing and technology have
in common
27. Outposts vs Home base
What’s the difference between an
outpost and a home base?
(issues) (branded URL)
34. The Biggies
Blogs
A blog is a conversational web site,
typically offering news or opinion on a
certain topic.
Blogs should be written conversationally,
and should be short – think op-ed length
and e-mail tone.
Determine how you’re already being
talked about in the blogosphere before
you engage yourself.
70 percent of reporters now say they use
blogs for story ideas.
37. What you say online doesn’t stay online
Status messages or posts, particularly as they pertain to your
employers or coworkers, can have real life repercussions
38. Stay in your
lane
If you’re not the
expert on a topic,
don’t comment
like you are.
Keep in mind:
reporters can
quote online
interactions.
Stay
in
your
lanet
39. Talk to your family
Basic tips for social media
include:
-Don’t friend anyone you don’t
know on Facebook or social
networking platforms
-Don’t post information about
when you’re going on vacation
or when your spouse/parent will
be away.
-Know how to set your privacy
settings, and use them.
40. Do’s and Don’ts
• Do: review and restrict your Facebook Privacy
Settings
• Don’t: do not “friend” students and parents
• Do: Use common sense when you’re using
social media.
• Don’t: Post vulgar or obscene language,
materials, photos or links that may be
considered inappropriate or unprofessional.
Note: look for NEA-PR-GC-SocialNetworkingDosandDonts.pdf
in the ALE Groupsite file cabinet
41. NEA’s Web 2.0 Toolkit
Best for:
Quick & easy website creation
Sharing info (text, photos, videos…)
Engaging members
42. When You Develop Your Plan…
How could you use Groupsite? Use it for…
– #1: Getting the word out
– #2: Publicizing events
– #3: Enabling members to share information
– #4: Encouraging members to talk with each other
– #5: Getting your members more engaged
– #6: Measuring your effectiveness
43. Groupsites
• Boise Education Association
• Metropolitan Nashville Education Association
• Wisconsin National Board Network
• Inside KNEA
• Education International 6th World Congress
• NEA Western Regional Leadership Conference
• Ohio Campaign 2010 Planning site
51. The Plan for Today
1. What’s Web 2.0?
2. Outposts vs. Homebase
– Intro to Facebook & Twitter
– Do’s and Don’ts
– Using NEA’s Free Toolkit: Groupsite
3. Pulling it all together
4. What organizing and technology have
in common
52. Pulling it all together
1. Embedding YouTube videos
2. Creating a Poll or Survey with PollDaddy.com
3. Putting your Tweets on a web page using a
Widget
53. The Plan for Today
1. What’s Web 2.0?
2. Outposts vs. Homebase
– Intro to Facebook & Twitter
– Do’s and Don’ts
– Using NEA’s Free Toolkit: Groupsite
3. Pulling it all together
4. What organizing and technology have
in common
54. What Organizing and Technology
have in common
• Move people to action
• Create power
• Appeal to self-interests
• Are both a science and an art
• Build organizational capacity
“Organizing
is a fancy word for
relationship building.”
Ernesto Cortes
55. Social media
alone is not a
communication
strategy…
Social media should be a part of your
communications strategy
55
Newspapers/
Newsletters
Publishing – Print & Web
Email
Nea.org Earned
Media
COMM
PLAN
Social
Media
ImageryPersonal
engagements
… it is one key component of your overall
communication plan
Requirements
57. Creators
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Creators make social content
go. They write blogs or upload
video, music, or text.
Groups include people participating in at least
one of the activities monthly.
58. Creators
Critics
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Critics respond to content from
others. They post reviews,
comment on blogs, participate in
forums, and edit wiki articles.
Groups include people participating in at least
one of the activities monthly.
The Social Technographics™ Ladder
59. Creators
Critics
Collectors
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
Collectors organize content for
themselves or others using RSS
feeds, tags, and voting sites like
Digg.com
Groups include people participating in at least
one of the activities monthly.
The Social Technographics™ Ladder
60. Creators
Critics
Collectors
Joiners
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Visit social networking sites
Joiners connect in social
networks like MySpace and
Facebook
Groups include people participating in at least
one of the activities monthly.
The Social Technographics™ Ladder
61. Creators
Critics
Collectors
Joiners
Spectators
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Visit social networking sites
Read blogs
Watch video from other users
Listen to podcasts
Read online forums
Read customer ratings/reviews
Spectators consumer social
content including blogs, user-
generated video, podcasts,
forums, or reviews
Groups include people participating in at least
one of the activities monthly.
The Social Technographics™ Ladder
62. Creators
Critics
Collectors
Joiners
Spectators
Inactives
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Visit social networking sites
Read blogs
Watch video from other users
Listen to podcasts
Read online forums
Read customer ratings/reviews
None of the above
Inactives
neither create
nor consume
social content of
any kind
Groups include people participating in at least
one of the activities monthly.
The Social Technographics™ Ladder
63. Creators
Critics
Collectors
Joiners
Spectators
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Visit social networking sites
Read blogs
Watch video from other users
Listen to podcasts
Read online forums
Read customer ratings/reviews
None of the above
Groups include people participating in at least
one of the activities monthly.
Taken together, these groups
make up the ecosystem that of
Social Media.
By examining how they are
represented in any subgroup,
you can determine which sorts
of strategies make sense to
reach your members.
The Social Technographics™ Ladder
Creators
Critics
Collectors
Joiners
Spectators
64. Be an Organizer
• Your role is to provide structure and guidance and to
encourage communication among supporters
• To be effective in this environment, you have to behave
like an organizer: identify and develop leadership and
encourage supporters to reach out to each other.
• In social networks, online groups behave a lot like
offline groups.
65. Guidelines for Developing a Community Strategy
• “Build it and they will come” doesn’t work!
• Key goals to keep in mind:
– #1: Help people work together
– #2: Adoption can not be mandated
– #3: Don’t assume everyone works the same way
– #4: Liberate information
– #5: Develop strategies for group engagement
– #6: Identify specific ways to measure and evaluate
community-building efforts
Excerpted From the Online Community Report, January 28, 2008
66. Tips on what works
• Choose the right message
• Develop a communication strategy
• Schedule a timely release of information
• Keep it concise
• Synchronize efforts on all platforms
• Post photos or videos of the day
• Develop a mixed dose of ‘medicine’ and fun
• Keep the conversation moving
67.
68. Questions to Consider …
• What do you need to accomplish?
• Who are the people who can help you?
• What do you need them to do?
• How can you encourage members interact with one
another on your site?
• What are you asking members to do?
• What actions and behaviors are valued?
• Develop a list of actions that you'd like members to
take and create easy ways to do them.
• Create mechanisms to motivate offline action.
69. Resources
• The Networked Nonprofit:
Connecting with Social Media to Drive Change,
by Beth Kanter and Allison Fine
http://www.bethkanter.org/
http://afine2.wordpress.com/
• Open Community: A little book of big ideas for
associations navigating the social web,
by Maddie Grant and Lindy Dreyer
http://www.socialfish.org
70. Maddie Grant, CAE
Chief Social Media Strategist
maddie@socialfish.org
Skype/Twitter: maddiegrant
Lindy Dreyer
Chief Social Media Marketer
lindy@socialfish.org
Skype/Twitter: lindydreyer
http://www.socialfish.org
Lorraine Wilson
NEA ITS
lwilson@nea.org
Twitter: NEALorraine
Blog: lwilson.wordpress.com
Don Blake
Senior Technologist
dblake@nea.org
Skype/Twitter:
donaldblake
Sarah Ferguson
Priority Schools Program
sferguson@nea.org
Editor's Notes
There are a lot of definitions available that define what “Social Media” is. For the purposes of our conversation today I want you to think of social media in these terms:”Social Media” is an umbrella term that describes multiple internet-based platforms. In general these platforms have a number of things in common, including:-Empowering user-generated content-Facilitating commentary and conversation (dialogue)-Facilitating the sharing of content-Enabling people to connect with one another despite location-Empowering collaboration on topics of mutual interestSome of the platforms under the concept of “Social Media” include:-Social Networking: also referred to as Social Networking Service (SNS) – e.g. Facebook, MySpace, Linkedin-Blogging: the term ‘Blog’ is short for ‘Web Log’ and is one of the oldest forms of social media dating back around 10 years. Blogs can be as simple as text entries on a website. Most blogs today are facilitated by blog hosting services that use web-based software to allow for easy editing and addition of photos and video – e.g. Wordpress, Blogger-Micro-blogging: Micro-blogs started as a means of sending short snippets of content that could be easily sent and read as cell phone text messages. This kind of platform has involved its own ecosystem which includes various forms of URL Shortening services, photo and video hosting, and geo-tagging. Micro-blogging is frequently associated with mobile posting given its origins – e.g. Twitter, Yammer, Pownce-Wikis: Wikis are websites or services that are used for collaborative work. Wikis include groups working on documents or projects to crowd sourcing of information from the general public – e.g. Wikipedia-Photos & Video Sharing: As the coding for the web has advanced and the pervasiveness of broadband connections increased, the additional bandwidth has facilitated services that host and share still imagery and video content – e.g. Flickr, YouTube, Vimeo
Social MediaIt is immediate – Social media facilitates the ability to post content and have it immediately available to content consumers.It is unmediated – Social media offers few to no gatekeepers for content. What you post is what is made availableIt is a dialogue, which…Increases the efficiency of your communication – by receiving feedback you are better able to assess how effective you are at communicatingCreates greater trust with those you communicate with by building a relationship – by building a positive relationship with your audience they have a greater sense of trust in what you say.‘Social’ is how people communicate – Social Media is an extension of how people already communicate, that’s why it has proven to be an effective means of communicatingLead the conversation or be led by it – Conversations about you, your command, and issues of concern happen with or without your participation. If you don’t participate, you lose a chance to engage in the conversation about subjects that are important!
Authenticity – It is critical that people know who you are in social media. If they can’t be sure who you are then they won’t trust you and won’t form a relationship with you.Transparency – When communicating in social media you need to be as transparent as possible with those who are listening. Telling people something they don’t want to hear or that you don’t know is preferable to silence. When people understand that you will be straight forward with them they will trust what you say more.Sincerity – People want to know that they are connecting with a real person. Be sincere, show personality and more people will listen and talk to youDialogue over monologue – Social media favors a conversation with others. If all you do is talk, then soon you’ll find that no one else is listeningThere is only one “you” – Gone are the days when you could think of yourself in separate roles that would seldom meet like your work and home life. No gatekeeper – What you say is what is heard (whether that is understood is another matter)Digital is fast – Content is available as soon as it is publishedDigital is forever – Once content is on the web, and especially in social media, it will always exist on some server somewhereDigital is everywhere – with mobile devices, connection to the digital world can take place virtually anywhereResistance is futile – You can avoid using social media but if you want to connect with people, you have to do it where they are communicating and increasingly this is happening in social media
We are only able to use Social Media sites as an extension of our already existing websites – not instead of them.Your websites are what keep you in compliance with a number of regulations and laws -- so they are not optionalFor example compliance with record keeping, access to the handicapped (Section 508 compliance)Content you post on a social media site needs to exist in some form on a .mil website (e.g. photos, press releases, stories, etc.)Content unique to social media and derivative of content already present on a .mil site does not necessarily need to be on a .mil site (e.g. status update on Facebook, post on Twitter)
– getting info out, getting answers
– getting info out, getting answers
Social media, by itself, is not the solution to all of your communication challenges and it is not a communication strategy.However, social media as part of an overall communication plan is a powerful tool.