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Mediums and Messages

Presentation to SNBC board about the role and impact of social media and social networking in a non-profit environment.

jamie billingham

on 16 December 2010

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Transcript of Mediums and Messages

MEDIA [mee-dee-uh] noun

1. a pl. of medium.

2. (usually used with a plural verb) the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely: The media are covering the speech tonight.

medium [mee-dee-uhm] noun, plural -dia /-di/ [-dee-uh]

1. an intervening agency, means, or instrument by which something is conveyed or accomplished: Words are a medium of expression.

2. one of the means or channels of general communication, information, or entertainment in society, as newspapers, radio, or television.

3. the material or technique with which an artist works: the medium of water colour or film
History of Social Media
Mediums and Messages
SOCIAL [soh-shuhl] adjective

1. living or disposed to live in companionship with others or in a community, rather than in isolation: People are social beings.

2. of or pertaining to the life, welfare, and relations of human beings in a community: social problems.
Social Media Today
Society and how we are social has changed
but the essence has remained...

we are social beings
with brains wired to be social.
The media we use to facilitate our sociality
has also changed...
How are nonprofit organizations
using Social Media?

5. Host An iKettle During Christmas
The Salvation Army Online Christmas Kettle enables anyone to create and host their own iKettle. By participating and hosting your own online kettle, you are giving hope today to thousands of Canadians. You can customize your own iKettle web page and then invite others via email to donate and fill your iKettle. All donations will support vulnerable people at Christmas and throughout the year in the local community of the donor. Watch for the launch of this year’s iKettle at the end of November. Visit SalvationArmy.ca/iKettle to learn more.
1. Write a Blog Post
Almost everyone has an outlet for blogging these days — whether that means an online journal, or a blog on Tumblr or Facebook. By writing about The Salvation Army and our causes, you’re helping to spread awareness among your friends. Blogging is one of the easiest ways you can help The Salvation Army online. Go forth and blog
2. Share Stories with Friends
A great way to spread awareness for The Salvation Army among your friends is to share links to SalvationArmy.ca blog posts and news articles on sites like Twitter, Facebook, Delicious, Digg, and even through email. Your network of friends is likely interested in what you have to say, so you have influence wherever you have a group of followers.
3. Follow The Salvation Army on Social Networks
In addition to sharing links to articles about The Salvation Army you could also follow The Salvation Army on social networks. By increasing the size of our online friends and followers, you’re increasing the size of our reach. When The Salvation Army tweets or posts information about a campaign or a cause, statistics or a link to a good article, consider Re-Tweeting that post on Twitter, liking it on Facebook, or blogging about it. Here are some of the social networks we’re active on:

4. Express Yourself Using Video
As mentioned, blog posts are great, but videos are even better The internet has become a lot more visual and there are now a large number of web sites to help you express yourself using video. When you record an awareness video or call to action about The Salvation Army, you can make your message sound more authentic and real. You can use sites like YouTube, Vimeo and 12seconds.tv to easily record and spread your video message.
social media isn’t a fad,
it’s a fundamental shift in the way we communicate
Blogs, Vlogs & Podcasts
Social Bookmarking
Photo Sharing
Presentation Sharing
Social Networking
“Any online media that allows users to interact with one another (i.e. socialize).”
Facebook, Twitter, MySpace, LinkedIn, Ning

Social networking sites allow users to add friends, send messages and share content. People on social networking sites group in communities of like-minded interest. IMPORTANT: Don’t assume your audience isn’t participating in social networking. The growth of Facebook for example is phenomenal. If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia (note that Facebook is now creeping up – recently announced 300 million users) The fastest growing demographic regularly using Facebook is women over 40.

Last year 80% of (large) companies used LinkedIn as a primary tool to find employees.
Digg, Delicious

Social bookmarking applications allow users to share their favorite online content with one another while also creating online bookmarks that the user can refer to in the same way he would a bookmark created offline in his web browser.
Wordpress, TypePad, Blogger as well as non-branded blogging platforms

Blogs are online journals where the author can write (blog) about any interest he wants. The blogger can also use the blog to share content picked up from other social media sites (YouTube, TED, etc) by taking advantage of the simple embed codes offered by those content hosts.
Wikipedia, Etherpad

A wiki refers to content created online as a result of multiple users working on the same content, but at different times and from different places. Wiki is Hawaiian for "quick". Wiki's can be public like Wikipedia or can be password protected for private group use. Many are available for free.

Twitter is a cross between a blog and a social network. Educators seem to make up the bulk of Twitter users.
One way of using Twitter is to develop a PLN (Personal Learning Network) made up of other Twitter users
who are experts in the field you work in. People share thoughts, ideas and most importantly resources that matter to them
and the people in thier network. Posts on Twitter are called Tweets and are limited to 140 character.
Slideshare, Scribd

Files can be uploaded as PDF’s and they are then converted to work with the online presentation applications. You’ll notice these presentation tools include embed codes and email options as well, making it easy for the content to be shared online.
Including mail lists (listserves). Mail lists are an example of one to one or one to many communication. Not an efficient way to communicate with a group.

Google Wave is a blend of traditional email and chat that allows for synchronous and non synchronous conversations between individual and/or groups. Wave also makes it easy to embed and share video, voice and documents.

Generation Y and Z consider e-mail passé…In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen. More and more university professors are using Facebook and Twitter to communicate with students, pass on information, ask and answer questions.
Forums are online spaces for lots of people to discuss what interests them. Forums are often topic specific, require a password to comment/join and are part of a website. NING and Moodle are both social networking website templates that are forum rich.
YouTube, Vimeo, TeacherTube, Blip.tv, DailyMotion

The #2 largest search engine in the world is YouTube.

Allows users to upload video content and share with the world or password protect. Many universities have placed lectures (and entire curriculum) online i.e. Berkley, MIT
Flickr, PhotoBucket, Picasa

Allows users to upload and share or upload and selectively share their photos.
Non-Profit organizations have found that Social Media and Social Networking is an effective way to:

Deepen Relationships with supporters/stakeholders

The March of Dimes sponsors Share Your Story - an online community for parents of babies born prematurely or who have spent time in a neonatal intensive care unit (NICU). Share is intended to offer parents a safe place to talk about their experiences and gain support from each other.
Social Change Behind the Firewall

We know that for many non-profits, adopting social media requires a culture shift before it can be successful. And, while that is certainly true for a lot of organizations, a number have been effective in introducing social media to help change the culture, flatten hierarchical structures, speed decision-making, improve programs and services.

The American Red Cross has been an early adopter of social media, beginning with listening strategies in 2006. According to Social Media Strategist Wendy Harman the intent was to “prevent people from saying nasty things about the Red Cross on the Web.” As they discovered in their organizational listening efforts, there were some vocal critics, but most mentions were enthusiastic and supportive of the Red Cross.
Harman has documented many different stories and shared these internally. Through listening the organization has come to view social media listening as a valuable market research channel and has even changed some social media skeptics to supporters.

Danielle Brigidia, who is responsible for social media strategy for National Wild Life Federation, says “Internally, we have started to focus on cross-promoting our ideas and programs more thanks to social media tools like Yammer (internal Twitter).”
Facilitaing Collaboration and Crowdsourcing

The social web lets people who work in non-profit organizations connect and collaborate informally across institutional boundaries quickly and inexpensively. Non-profit organizations are also collaborating with their supporters by crowdsourcing ideas, feedback, and content for programs.

Lights, Camera Action, Help Film Festival, which was created to promote the idea of films-for-a-cause, was a collaboration that happened across different non-profits by individuals connecting on the social web.

Another example is WeAreMedia, a wiki project where over 100 non-profit technology professionals have pooled knowledge resources and developed training materials to help non-profits learn how to use social media effectively. The initial content was facilitated through discussions on blogs, Twitter( ), and Facebook( ). Now, presentations are being remixed and delivered as trainings to non-profits at conferences and workshops across the country.
Individuals and Small Groups are Self Organizing around Non Profit Causes

Individuals are creating, joing and growing groups around issues that resonate with them, outside of the control of a non-profit. Facebook's Cause's Birthday application encourages members of a Facebook Cause to use their birthday as an excuse to raise money for their fave non-profit org. Other sites like DonorChose are doing the same. This trend is likely to continue as more social apps with conscience are making their way into existing social networking sites.

As non-profits begin to engage their own communities in these online conversations, they are able to reach more people than ever before, and using less effort doing so. As Maddie Grant, a partner at SocialFish, observes, “We can all be change agents and that has to be good for the entire non-profit industry, as long as organizations adapt to this new way of being part of a two-way conversation and groundswell of social responsibility.”
We’re just at the beginning of seeing how social media is impacting how non-profits engage with their supporters and do their work.

As more and more non-profits adopt social media and their practice improves over time, we will no doubt see a transformation of the non-profit sector.
From http://beth.typepad.com/
Beth's Blog: How Non Profit Organizations can
Use Social Media to Power Social Networks for Change
Full transcript