Social Media 101

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Social Media 101

• Jon Camfield and Portia Obeng, YSAKatie Comer,
  Georgia 4-H - Univ. of Georgia

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Youth Engagement Social Media

• Portia Obeng
• Youth Engagement Manager, Youth Service America

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Youth Engagement

• Todays youth
• Social Media
• Facebook
• Twitter
• Youtube
• Blogs
• Other forms of social media

Photo from Dana Lerner
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Todays Youth and Engagement

• Millennials/Generation Y and Z
• Most racially diverse generation, idealistic, and
  born in social media time1
• Era of instant and now
• Multitasking and Internet experts
• Generation of social good

1Fine, Allison. What Makes Up Millennials.
Social Citizen Paper http//www.socialcitizens.org
/paper/what-makes-up-millennials
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Facebook

• 300 million users worldwide, 13 25 age group
  make up 39 of users2
• Fan Pages are essential to a social media
  campaign
• Share Interactive pages with frequent updates,
  giveaways, exclusive news, photos, and contests
  attract more youth fans
• Twilights page has 3.7M fans, Miley 1.5M, and
  Oprah 900K

2www.Insidefacebook.com
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Twitter

• Strong growing in popularity and users
• Estimated 11.5 million accounts and 6 million
  active users worldwide3
• 12 -24 age group make up 21 of users4
• Share Great tool to generate excitement around a
  certain event, cause, or issue
• Twestival for fundraising

4http//www.comscore.com/
3http//www.sysomos.com/insidetwitter/
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Blogs

• Provide information to young people
• Report from conferences, volunteer events, or
  interesting day-to-day activities
• Provide information from young people
• Create an online community
• Encourage them to post blog entries, helps you
  better understand your young audiences interests

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YouTube

• YouTube Channel for your organization
• Over 100 million video viewers a month
• 65 of users are 24 years old or younger, with
  15-24 year olds making up majority5
• Share Create YouTube channel
• Post informational videos, PSAs, how people can
  get involved, or interviews

5Demographics from TubeMogul http//elitestv.com/
pub/2009/07/youtube-demographics-round-up
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Other forms of Social Media

• Myspace
• A site that allows users to design their profile
  page, share pictures and blog
• Popular with musicians, upload music to profile
• Flickr
• Photo/video sharing site
• Can create group and share photos from events

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Connecting all the dots

• Put the social in Social Media
• Decide who you want to target and what
  information you want to share
• Have your organizations true voice consistent
  through all social media outlets
• Have employees comment in discussion boards,
  tweet, share links on Facebook, or blog

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Behind the ScenesSocial Media

• Jon CamfieldDirector of Information and
  Communication Technologies, Youth Service America

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How is Social Media Different?

• A conversation, not a soapbox
• Creates deeper engagement and ownership
• Cooperation and Equality, not Authority
• Builds a committed movement
• No rigid controls / on message
• More organic and authentic
• Focus on Relationships, Sharing, and
  Collaboration
• Redefines the connection between the organization
  and the constituent

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What Works?

• Sticky ideas support for causes and actions
  over supporting an organization
• Sincerity and Transparency is important
• Personal touches / connections help!
• Nothing happens overnight change online takes
  the same efforts as offline
• Step 1 is always community building!

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How to Get Started

• Tools of the Trade
• Organizational Action Steps
• Define Needs, Goals
• Choose a first step
• Personal Action Steps
• Get started!

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Tools of the Trade

• Whats out there
• How it works

By Emily Barney on Flickr
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Theres a lot out there
Second Life
ustream
Wikis
brightkite
friendfeed
Maps
Ning
LinkedIn
del.icio.us
RSS
Digg
Twitter
Blogs
reddit
YouTube
MySpace
Flickr
Facebook
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Some easy places to start

• Your Websites Software
• Blogger/Blogspot
• Facebook Fan Pages
• Twitter

El Fotopakismo on Flickr
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Bridging it together

• Write Once, Post Everywhere
• Use the RSS, Luke
• Widgets -gt Partner websites (or your own!)
• TwitterFeed -gt Twitter
• Facebook Notes
• Import/Export tools (Drupal, ServiceWire)

By Diego 3336 / Flickr
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Keep Track

• Make a map of your information flow
• What goes where, how, and what passwords are
  needed to change that?
• Find ways to measure it (WidgetBox and FeedBurner
  both help, Google Analytics has tools for RSS now)

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This can get complicated
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Social Media Golden Rule SHARE

• You dont get Viral spread of something if it
  cant be shared!
• Share unto others as you would have them share
  unto you
• The annoyance rule of thumb news logos
• The Zen of Sharing
• Requires a change in how you own something
• Remember, everything can be copied if you make
  it easy, you can manage and track it better
• Open Source Applying these concepts to actual
  software and content (Creative Commons)

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The Hard Part

• The Technology is the easy part
• Organizational Change is really hard.
• Figure out how to find the time
• Make strategic decisions on what to share openly
  and what to protect
• Experiment with new qualitative as well as
  quantitative measurements (Network size, photos
  posted to flickr, YouTube video comments, blog
  trackbacks)

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Why NOT Social Media?

• More difficult to stay on message
• Loss of control and position of authority
• Its complex (lots of sites / tools / etc.)
• Hard to measure impact, ROI
• Risk of misstep / miss-communication

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Why NOT Social Media?

• More difficult to stay on message
• Maybe your message doesnt connect?
• Loss of control and position of authority
• You probably didnt have any control anyway.
• Its complex (lots of sites / tools / etc.)
• Start with one that is aligned with your goal
• Hard to measure impact, ROI
• New measurements, and what Investment?
• Risk of misstep / miss-communication
• Recover gracefully, sincerely and regain trust
  through transparency.

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Organization Action Steps

• Blogging
• Start a work/professional blog with your
  co-workers
• Post to it every week, more when you can
• Talk about news and events from your organization
  and the field
• Staging Ground to propose new ideas
• Invite key constituents to Guest Blog
• Positions you as thought leaders, expands your
  reach, helps build awareness, invites new thought
  in comments and guest blogs

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Organization Action Steps

• Social Networking
• Create a Facebook/MySpace/Twitter presence
• Organizational groups and users as well as
  individuals within the organization
• Professional versus personal (2 accounts??)
• Focus on network building and information sharing
• Helps build your online network/presence, can be
  useful later in fundraising/mobilization

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Personal Action Steps

• Create a profile on Facebook (if you dont have
  one)
• Find a few friends, former classmates, and
  contacts from the field
• Find (or start!) some Causes and Groups
• Create a Twitter Account
• Follow _at_youthservice, _at_gysd, _at_servicelearning and
  their followers find your tribe, and start
  creating a network.

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More Personal Action Steps

• Make a mistake
• Get over it
• Make a new friend online
• Lose control of something (Thanks, Holly!)