NIOA Conference Presentation - Social Media
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Social Media:They’re Talking About You!
Richard PalmerPublic Information Officer
Washington Township Fire DepartmentMontgomery County, OH
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What is Social Media?
➲ Often called “new media” social media is defined as:
Social media is a product of Web 1.0 and Web 2.0.*
It is the democratization and socialization of information as well as the tools to facilitate online conversations.
* applications that harness network effects to get better, the more people use them.
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What is Social Media?
To put it another way, [social media] is the shift from one-way to two-way conversations.
Geoff Livingston with Brian Solis, now is gone, Bartleby Press (Laurel, MD:2007) p. 9.
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Who is Social Media?
The tools and dynamics are in place for EVERYONE to be part of the new media arena.
Social tools such as blogs, social networks, social bookmarks, podcasts, livecasts, virtual worlds, news aggregators, microblogs, online video...
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Who is Social Media?
...and all other forms of user generated content and the ecosystems that support them are creating a neighborhood of peer-to-peer influence.
- Shel Israel, author of Global Neighborhoods blogTagline: Following Social Media Wherever It Leads
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PR 1.0 vs. PR 2.0
PR 1.0 was about controlling the message and broadcasting it.
PR 2.0 embraces transparency and enables stakeholders in the [organization], its team, and its place in the [community], now and in the future.
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PR 1.0 vs. PR 2.0
PR 2.0 encourages participation (KEY WORD) in online networks and communities in order to spark conversations to help people solve problems and discover new solutions.
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PR 2.0
Social media is one of the most important ingredients.
People have new routines for reading, interacting with, and sharing information.
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PR 2.0
Other ingredients for PR 2.0 include: Listening Reading Transparency Participation Understanding people's needs Understanding unique channels that
reach people (and their needs)
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Communications NOW
Communications has evolved more in the last decade than in the ten decades before.
Given the complexity of the situation and the newness of technologies, [organizations] try to get engaged in social media.
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Success Story
Ike Pigott, Communications Director of the Red Cross Southeast Division
Previously worked for Birmingham Area Chapter during Hurricane Katrina
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Success Story
Call volume from local media, local individuals, groups seeking to donate items, and clients looking for service was too high to maintain.
Red Cross found inability to field calls. Traditional phone, fax and press release system could not scale.
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Success Story
Pigott started to blog, but only some media took to it as a source of information.
He added short (30 to 40 second) podcasts that provided audio of news releases.
Media outlets began to use these in their telecasts and broadcasts.
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Success Story
Other regional communications directors have embraced the simplicity of blog, podcast, and RSS* feed out-reach within a preexisting, well supported network.
*RSS: Really Simple Syndication
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Success Story “This success has accelerated our
adoption of proactive social media in other venues,” said Ike. “We have [had] several successful incidents where we've spotted a burgeoning complaint on a blog, and have taken the appropriate measures to either correct a wrong impression or repair a relationship with the writer and the Red Cross.”
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Blogs
➲ Livejournal.com➲ Blogger.com➲ Blogsome.com➲ Blogspot.com➲ And every other self-hosted blog supported
by frameworks such as Moveable Type, Wordpress and other software.
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Social Networks
➲ MySpace.com➲ Facebook.com➲ Bebo.com➲ LinkedIn.com➲ Plaxo.com➲ Hi5.com➲ Classmates.com...
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Social Bookmarks
➲ Del.icio.us➲ Furl.com➲ Diigo.com➲ Reddit.com➲ Digg.com➲ StumbleUpon.com [link]
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Podcasts
➲ Originally “user generated” content➲ Now embraced by traditional media
outlets➲ NPR and PBS have some of most
successful subscription stats
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Podcasts
➲ “You don't need an iPod” to listen to or view a “podcast.”
Podcasts can be delivered into your news aggregators (Google, Newsvine, etc.)
Podcasts can be brought into iTunes, WinAmp and Windows Media Player
Podcasts can be downloaded to your computer.
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Livecasts
➲ Ustream.tv➲ Blogtv.com➲ Talkshoe.com➲ Qik.com
Rich Palmer [link]
Len Edgerly [link]
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Virtual Worlds
➲ Second Life➲ There.com➲ Kaneva.com
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News Aggregators
➲ Google Reader➲ Bloglines.com➲ Newsvine.com➲ Firefox, Opera, Flock browsers➲ Numerous proprietary systems
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The Micro-Blogs
➲ Twitter.com➲ Pownce.com➲ Jaiku.com➲ Plurk.com➲ Identi.ca➲ & more (& more & more)
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Micro-Blog Support
➲ Hellotxt.com➲ Ping.fm➲ Twhirl➲ PockeTwit (mobile phone app)
➲ Tiny Twitter➲ Friendfeed.com
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Micro-Blogs on Steroids
➲ Video and enhanced connectivity Utterz.com Seesmic.com Viddler.com 12seconds.com
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Online Video
➲ YouTube.com➲ Revver.com➲ Blip.tv [fire department trench rescue interview]
➲ Magnify.net➲ Viddler.com➲ Metacafe.com➲ mDialog.com link
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Online Video
➲ Vimeo.com➲ LiveLeak.com
Worst Firefighter Drive-by Shooting
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Do we need social media?
➲ “...heretofore [pr practitioners] could issue whatever content they wanted and it was taken, because there were controlled forms of communication...”
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Do we need social media?
➲ “Content is now out of control, being created by millions. And there's very little that traditional marketing and public relations professionals can do about it.”
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Do we need social media?
➲ “With each passing day, the gap between outdated tactics and current marketing needs widens. It's incumbent upon communicators to learn new media, not just on a theoretical level, but as practitioners.”
-Geoff Livingston
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Will Your Initiative Work?
➲ Livingston recommends five steps to embrace:
Give up control of the message Participate with your community Is your community social media
savvy? Commit to the resources Understand transparency and ethics.
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Will Your Initiative Work?
➲ Give up control of the message? We cannot control the message in
social networks We can become the definitive
source of “our” message if engaged.
We can influence, shape and nurture the message.
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Will Your Initiative Work?
➲ Participate in the community? You don't own the eyeballs. You
don't own the press, which is now divided into pro and amateur zones...”
Jay Rosen, Press Think article: “The People Formerly Know as the Audience.”
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Will Your Initiative Work?
➲ Participate in the community? “Community” is the watch word of
the “new media revolution” We are returning to relationships Small town feel is a global
phenomenon Public trust is about accountability
Business, government, charity all apply
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Will Your Initiative Work?
➲ Is community social media savvy? 8% of internet users keep blogs
12 million American adults 39% of internet users read blogs
57 million adults More than half (54%) of bloggers are
under age 30, evenly divided between men & women.
Pew Internet, American Life Project
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Will Your Initiative Work?
➲ Is community social media savvy? If your community is populated
heavily by folks over 50, not in communications fields, blogs or social network engagement may not be necessary.
Monitor behavior through traditional & new media, though.
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Will Your Initiative Work?
➲ Dedicating the resources? Blogging is most well known form
of social/new media. Most mature, with slowest amount
of current growth.
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Will Your Initiative Work?
➲ Dedicating the resources? Blogging requires:
Financial resources (hosting, labor, maintenance)
Time – someone should update regularly to allow for content to stay “fresh”
Thought – Creating valuable content and information for the network needs to be a team approach (not just something dumped on the intern). Include senior leadership.
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Will Your Initiative Work?
➲ Dedicating the resources?
It may be better not to start at all than to be seen online with a blog social media effort that disappears or stops with a static or non-participatory presence.
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Will Your Initiative Work?
➲ Ethics and transparency? An agency must be what it
represents itself to be. New media participants have little
tolerance for agencies that are not authentic.
Examples from p. 59 of now is gone
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Engage in Everything
➲ But choose wisely.➲ Just because a tool or resource
exists doesn't mean your agency has to use it.
➲ However, as a participant in the arena, you will be much more savvy to what has potential.
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Trying it out...
➲ Examples: Textmarks: keyword NIOA to 41411 Hellotxt.com: cross post to several
micro-blog sites at one time. Catch multiple communities.
MySpace community presence, allows for new updates, blogging, and video delivery (recruiting, education)
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Trying it out...
➲ Examples: mDialog.com – new video series
being developed. “Day in the life” produced in-house with little “gloss” editing. Follow activities of new hires, house shifts, training, and responses (with careful monitoring of legal concerns).
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When Social Media Hits “Mainstream”
➲ Internet bather video – Xenia OH Close to home, affects public opinion Affects an industry; affects corporation Video has viral fandom and permanence
link
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Accuracy in Reporting
➲ @JerseyTodd reply to @breakingnewson in Twitter. [link] [link]
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➲ Recommended read list:
now is gone – Geoff Livingston with Brian Solis
Occam’s Razor – Ike Pigottwww.occamsrazor.com
PR 2.0 Essentials – Todd Defran (ebook)www.pr-squared.com
wikinomics –Don Tapscott and Anthony Williams
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➲ Find notes and links:
richpalmer.com/reno
Available after the conference.
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➲ Rich Palmer [email protected] (937) 671-8157 mobile (937) 433-3083 office Twitter.com/richpalmer Twitter.com/wtfire
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