How social media is affecting communications in non-profit organizations
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The impact of social media for non-profit organizations in Finland January 2010, Jukka Helin
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Transcript of How social media is affecting communications in non-profit organizations
The impact of social media for non-profit organizations in FinlandJanuary 2010, Jukka Helin
I Non-profit organizations working environment is chan-gingII How the communications department can adapt•III Getting to know your audienceIV Overview on technologies V Does this mean working on your time off?
Content
I Working environment is changing
Internet usage by age in Finland
Source: Tilastokeskus 2009
Frequency of Internet use in different age groups
Source: Tilastokeskus 2009
33 % Discusses on Internet (+83 %)16 % Studies (+78 %)37 % Uses instant messaging (+55 %)41 % Reads blogs (-)14 % Plays games (-46 %)Users and ways of using are changing!
Trends in use of Internet in Finland 2005-2009
Source: Tilastokeskus 2005 and 2009
Uses its power
Traditional non-profit organisation
Society Politics Companies Public Media
Discussions+ Voting= Democracy, Legitimation and Power
Uses its power
Internet is changing the working environment
Society Politics Companies Public Media
Internal + external discussions+ only internal voting= Democracy(?), Legitimation(?) and Power(?)
Discussions happen outside organizationsForums are usually temporaryMotivation to participate is based on indi-vidualismFreetime is scarcePeople want to see the results faster
New challenges
II Role of Communications
1994-1999Communications officer interviews the expert and gives the article to web developer for publishing on the web pages2000-2009Communications officer interviews the expert and publishes the article herself on the web.2010-The expert enters a dialog with the listeners and former readers and receives instant, personal feedback
Evolution of Internet communications in non-profit organizations
1 support for everyday functions2 profiling3 informing4 enforcing existing relationships5 social interaction
Source: Leif Åberg, 2005
Basic functions of organizational communications
Communications department is for informing function• Web publishing• Magazine• Events• Materials
Traditionally...
The role Communications is:To enable and facilitate discussion between the experts and supportersTo council and guideMake others in the organization see the changeProfile and track what is said in external discus-sionsTake small steps and confirm the decision-makers of the new possibilities
In the era of social media...
The discussion is going on! It's in your reach to get participate.”Why should I join the Union”(Link opens a discussion thread in Fin-nish)
This is what's it about
III Getting to know your audience
Analyze your member dataDo a survey to know how your members participateConstantly follow web analyticsRecognize the relevant sub-groupsRemember to consider other interest groups and potential membersUse Social Tecnographics to understand how your audience participates.
Take your research seriously
Social technographics
Source: Josh Bernoff and Charlene Li, Forrester Research. 2010.
Constantly follow what's being saidUse media surveillence servicesBe prepared to act on short noticePlan before-hand the process a reacting
Do surveillance and act
IV Overview on technologies
Remember to be personalReact to feedbackThe blogger(s) should be in high position(s)Prepare to publish regularly for a long timePractice in private before going publicRemember, it might take months before readers find your blog
About blogs
Great for creating knowledge in a commu-nityTo be succesful, requires:• Large initial investment (time and mo-
ney)• Large group of creators
Wikis
The glue for internet and social mediaEnables real-time data gathering from va-rious sourcesVoted for the most important web techno-logy of the past ten yearsMake sure to put out a feed from everyt-hing you do
Rss-feed
V Does this mean working on your time off?
Social media is about getting involved, personallyYou are the representative of your orga-nizationThis means you have to get involved to be succesful
Being personal rules
You have to take responsibility in making sure you do not do work-related things on your free time.Create different accounts for work and time offThink in advance, how much you want to became known th-rough your workIn truly personal services like Facebook, divide people in groups, so that you can separate and decide what they see.
What about my time off?
