The document provides lessons for organizations on using social media effectively in 2011, noting that large parts of people's lives who are under 30 years old are now online, while those over 30 had to learn how to adapt to this new digital environment. It offers tips on privacy, recognizing that conversations about an organization online are not fully visible, respecting different audiences and their levels of engagement, featuring people in online stories, and managing an organization's reputation in the digital age.
5. “It is a constant surprise to those of
us over a certain age, let’s say 30,
that large parts of our life can end
up online. But that’s not a behaviour
anyone under 30 has had to unlearn.
They are soaking in the Web.”
Clay Shirky
6. LESSONS
Teach your staff--digital natives and
immigrants alike--about privacy.
A small but increasing part of the online
conversation about you is invisible to
your organization.
23. LESSONS
It’s early days for these tools and
technologies, but they’re here to stay.
Explore how you can deepen the
connections between offline and online
activities.
31. Crowd - Knows about theatre company
Community - Has attended a show
Congregation - Has attended multiple shows
Committed - Subscriber, first-time volunteer
Core - Board members, volunteers & donors
32. LESSONS
Rethink your online audiences.
Communicate with the Core differently
than you’d communicate with the Crowd.