Social Media At Work

Social Media at WorkJennifer Berk

Amplify Public Affairs

March 4, 2009

Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net

What is social media?

• Tools for sharing information between people• Usually cheap/quick to set up and start using

• Not a quick fix• Not an isolated effort• Not a strategy

Why use social media?

Social media at work can be…

…public relations

Public Relations

http://www.youtube.com/user/RotaryInternational

…public relations

…fundraising

Fundraising

QuickTime™ and a decompressor

are needed to see this picture.

http://nten.org/scholarship

…public relations

…fundraising

…customer service

Customer Service

http://andrewferguson.net/2007/04/23/naked-conversations-a-case-study-of-the-american-red-cross/

…public relations

…fundraising

…customer service

…program development

Program Development

http://www.change.org/ideas

…public relations

…fundraising

…customer service

…program development

…anything involving people, inside or outside the organization

How do I use social media?

POST (Groundswell)

• People

• Objectives

• Strategy

• Technology

POST - People

• Who are you trying to reach?

• Do they use social media? How?

• What tools do they use, and for what purposes?

• Who are they already talking to?

• Where will they want to hear from you?

POST - People

• Colleagues

• Volunteers

• Donors

• Clients

POST - Objectives

• Listening (you monitor)

• Talking (you publish)

• Energizing (you connect others)

• Supporting (you provide tools)

• Embracing (you collaborate)

POST - Strategy

• What will change?

• How will you know it changed?

• How will your organization need to change in response?

POST - Technology

What technology or technologies will help you reach your customers and bring about that change?

Delicious and Digg

Podcasts and Flickr

YouTube

Facebook and MySpace

Mobile and Twitter

LinkedIn, Ning, and Change.org

IM, Skype, and Videoconferences

Games and Virtual Worlds

Pulling it all together

Being human

• Don’t sound too programmed

• Help others

• Have conversations

• Follow social norms - give a name, post a photo, etc.

Crisis management

• Have a policy ahead of time

• Notice there’s a crisis

• Offer your take on the situation

• Respond politely to reasonable critics

Summary

• Social media can create powerful connections• Think about your audience and strategy before

picking what tools to use• Incorporate social media into your regular

planning, and not just communication planning• Be creative, experiment, have fun! Behave like a

human being, not like an organization.

A few resources

• Groundswell, by Josh Bernoff and Charlene Li, and http://blogs.forrester.com/groundswell

• Seth Godin’s Blog, http://sethgodin.typepad.com• Beth’s Blog, http://beth.typepad.com, and the We Are

Media wiki http://www.wearemedia.org• Nonprofit Technology Network (NTEN), http://nten.org• NetSquared, http://www.netsquared.org• and the Association Social Media Wiki,

http://associationsocialmedia.com

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