The document discusses social media and provides guidance on developing a social media strategy. It outlines key elements of a strategy including objectives, audience, integration, tools and tactics, and measurement. Examples are provided for each element to illustrate how to develop an effective yet measured approach to social media use.

1. The Art of Technology: Social Media The Art of Technology is made possible by generous funding from the Andrew W. Mellon Foundation These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

2. What is Social Media? Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.

3. Powered by… These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

4. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

5. It’s a conversation between people These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

6. Audiences These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

7. Donors These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

8. Volunteers These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

9. And that conversation iS… These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

10. Not Controlled These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

11. Not Organized These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

12. Not on Message These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

13. SOCIAL MEDIA USE IS GROWING http://www.flickr.com/photos/dotpolka/34311984/

14. Social Media use up 230% since 2007 66% of Americans use a Social Network Site 41% of those 50+ visit monthly 90% of those aged 18-34 visit monthly 19% use social networks for professional purposes 43% of social media users visit sites more than once per day Source: Simmons 2010 Social Networking Report

15. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

16. Publisher Media vs. Social Media These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

17. Page View Share Social Media took the lion’s share of the 2.1 trillionpage views made at the top 1k media sites in 2008, nearly doubling 2007 PV volume These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

18. So Let’s Get Ready to… These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

19. Gut check: social media culture shock These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

21. Business Voice and Personal Voice

22. Coordination with communications, HR, legal, and IT

23. Management tolerance, participation, endorsement

24. Safe zones for experimentation

25. Balance "quick and candid" with "thoughtful and professional”These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

26. Share pair: dealing with organization culture These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

27. A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy. Start with Strategy These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

29. Audience

30. Integration

31. Tools and Tactics

32. MeasurementThese materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

34. Describe how your social media objective supports or links to a specific goal from your organization’s strategic planhttp://www.flickr.com/photos/wili/214316968/

35. Give Your Social Media Objective An IQ Test! These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

36. To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

38. Audience

39. Integration

40. Tools and Tactics

41. MeasurementThese materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

42. Who must you reach with your social media efforts to meet your objective? Why this target group? Is this a target group identified in your organization’s communications plan? What do they know or believe about your organization or issue? What will resonate with them? What key points do you want to make with your audience? Audience

43. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License. What Are They Doing Online?

45. Audience

46. Integration

47. Tools and Tactics

48. MeasurementThese materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

49. One Way emailsearch engine ads Homebase Web Site AudienceObjective SocialListeningConversation Connecting An Integrated Strategy These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

51. 100 Park Closures Imminent

52. 500 Facebook Fans

53. Mostly Direct Mail SupportsNew Strategy: Reach younger supporters to prepare for a ballot initiative to protect California parks. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

54. One Way emaildirect mail ads Homebase Web Site Recruit 5,000 new Facebook fans in one month SocialFacebook YouTube An Integrated Strategy for CSPF These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

56. Facebook

58. Other Members

59. Prospects

60. Facebook Welcome Page

61. Fan Videos on YouTubeThese materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

62. Integrated Looks & Message These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

63. Campaign Results These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

65. $300,000 Online

66. Tough to track specifically to social media

67. 46% of that came from supporters new to CSPF

68. Email list size grew in tandem with Facebook Fans, suggesting that they are highly related

69. Ballot initiative campaign is now liveThese materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

70. Homework: Start your strategy map These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

72. Audience

73. Integration

74. Tools and Tactics

75. MeasurementThese materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

76. Tactical Approaches to Social Media Community Building & Social Networking GenerateBuzz Share YourStory Listen & Participate Time and expertise These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

77. Listening Listening is knowing what is being said online about your organization and your field. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

78. A Few Listening Tools These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

79. Google Alerts These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

80. RSS - Netvibes These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

82. What key words will you use?

83. How will share or summarize what you learn from listening with others in your organization? These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

84. Listening Leads to Participation These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

86. How will you address negative comments or perceptions?

87. What is the goal of your participation?These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

88. Social Media and Ethics Honesty: State only what you know to be true - and be clear about opinion or conjecture vs. fact. Transparency: Be straightforward about who you are - and who you’re representing online. Respect: Respect for yourself, your peers, and even your adversaries. Privacy: Treat the intimate details of others as you would your own personal information. Relevance: Ensure that the content you’re posting is relevant to the audience and the venue where it’s being posted. Responsibility: Take ownership of your online activities, the content you’ve created, and any missteps you’ve made along the way. http://www.ruderfinn.com/blogs/ethics/2009/07/ethics-and-social-media.html

91. Valid client complaint

92. If information is incorrect

94. Competitors

95. Not youThese materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

96. Participation is About Reciprocity These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

97. Tactical Approaches to Social Media Community Building & Social Networking GenerateBuzz Share YourStory Listen & Participate Time and expertise These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

98. Share Your Story Sharing your story is giving your supporters the message and media they need to connect with your issue and share with their networks. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

99. A Few Storytelling Tools These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

100. Which YOU are You Going to Be? These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

101. Institutional Aggregating Specialized Personality

103. With what frequency?

104. What skills or expertise do you need / have?

105. Can you remix/reuse content across tools?These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

106. Tactical Approaches to Social Media Community Building & Social Networking GenerateBuzz Share YourStory Listen & Participate Time and expertise These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

107. Building buzz is about giving your supporters the excitement and content they need to spread you message like bees do for pollen. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

108. A Few Buzz Tools These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

112. Be smart, witty and funny!

113. Be relevant

114. Put your best foot forwardBeing awesome is the best way to SEEM awesome These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

115. Preconditions for a Buzz Campaign Trust Friends Reciprocity These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

117. Is it personal?

118. Who responds?

119. What are you asking people to do? Remix, Reuse, forward?These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

120. Tactical Approaches to Social Media Community Building & Social Networking GenerateBuzz Share YourStory Listen & Participate Time and expertise These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

121. Community engagements is connecting your patrons, volunteers, donors and supporters to each other through your mission. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

122. A Few Community Tools These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

124. Create Art with Your Community

125. Create Art with Your Community

126. Create Art with Your Community

128. Who will maintain the community and act as the voice of the organization?

129. How does the community integrate with the web site? Vice versa?

130. What’s the engagement strategy? How are you going to get people talking?These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

131. Community Management Happens on a Daily Basis These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

133. Audience

134. Integration

135. Tools and Tactics

136. MeasurementThese materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

137. Fail Informatively – Clay Shirky Failing informatively means setting up experiments that we can measure, evaluate and iterate over time, until we get to success. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

139. Set ourselves up for success by researching first

140. Document hard data

141. Also document qualitative data

142. REFLECT

143. And Iterate.These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

144. Social Media Data These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

145. Collect Stories These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

146. Then it’s Time to… These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

147. But You Have to Take the…. These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

148. Social media strategy game These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

150. Don’t get hung up if you don’t have enough contextual information. Make it up!

151. There are no right or wrong answers