2008 State Education Editors Conference

Using theNew Online Web World to Connectand Communicate

Sheenae Shannon, AEAPamela Nichols, DSEADon Blake, NEA

Overview1. Building a Social Media

Presence

2. Build “It” and They’ll Come? Managing Social Media

3. Association Social Media Strategies:

Membership RecruitmentIssues OrganizingKnowledge ManagementLeadership Engagement

4. Is it Worth It?

Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning among communities, as people share their stories, and understandings.

Issues OrganizingStep-by-step:

1. The Issue

Consider branding the issue

rather than the

association…

Issues OrganizingStep-by-step:

2. The Audience

US: Forrester's North American Social Technographics Online Survey, Q2 2007, 10,010 respondents.

Social Technographics

classifies people

according to how they use

social technologies

Issues OrganizingStep-by-step:

2. The Audience

Issues Organizing

Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

Issues Organizing

Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

Issues OrganizingStep-by-step:

3. The Media (Tools):

Creators, Critics & Joiners=

Blogs, Cyberlobbying, Social Networks

Blog

Digg

Digg

MySpace: 100 members

Facebook (Group & Page): 2,400 members

Change.org

YouTube

AEA Facebook

AEA MySpace: 225 members

AEA del.icio.us

AEA Twitter

AEA friendfeed

Social media: A chance to revitalize collective action for the 21st Century

Concentrate on the relationships NOT the technology!

“I AM THE NEA:” New Tools, New Culture

Before wielding the technology, ask yourself:Does it enable people to connect with each other in new ways?

Is it effortless to sign up for?

Does it shift power from your association to members?

Will member-community generate enough content to sustain itself?

• You’re still trying to get a handle on your association’s basic technology infrastructure

•Your target audiences aren’t using social networking tools

•You don’t have time to experiment with something that might not work

•You’re not willing to work with technologies that don’t work as well as they could

•You’re not willing to invest in gaining a real understanding of the medium

•You want clear editorial control over your brand and message

Six signs that Social Media Isn’t for You: