Post on 16-Nov-2014
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Brittany Smith, Director of Community Management
SOCIAL MEDIA FOR SOCIAL CHANGEProject Connect, September 5, 2012
What is Social Media?
Any online platform or channel for publishing and disseminating user-generated content.1
Social media allows us to engage with and empower our communities. Connection Access to
information1. http://heidicohen.com/social-media-definition/
Take it seriously!
Social media is widespread. In the U.S., social
networks and blogs reach nearly 80% of Internet users and represents the majority of Americans’ time online. 1
Half of all American adults are using social networking sites. 2
1. http://blog.nielsen.com/nielsenwire/social/2. http://www.pewinternet.org/Media-Mentions/2011/Half-of-American-adults-use-
Facebook- other-social-networks3. http://pewinternet.org/Reports/2011/Teens-and-social-media
95% of all teens ages 12-17 are online and 80% of those teens use social media. 3
It’s About Relationships
Connections with family and friends is the primary reason. 2/3 say staying in
touch is a major reason they use these sites.1
Most online adults describe their experiences using social media in positive terms.21. http://pewinternet.org/Reports/2011/Why-Americans-Use-Social-Media
2. http://www.pewinternet.org/Reports/2011/Social-Networking-Sites
Positive Benefits
The average user has more close ties and is ½ as likely to be socially isolated.1
65% of teens have had an experience that made them feel good about themselves. 58% have felt closer to another person.3
Young adults who spend more time on Facebook are better at showing “virtual empathy.”2
Youth who use blogs, websites and email to discuss politics and current events become more socially engaged over time.4
1. http://pewinternet.org/Reports/2011/Technology-and-social-networks2. http://www.apa.org/monitor/2011/10/facebook3. http://pewinternet.org/Reports/2011/Teens-and-social-media/Summary/Majority-of-teens4. http://www.apa.org/monitor/2012/02/friends.aspx
Panic
“Moral panic is a common reaction to new forms of
communication.”1
1. http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.2009.01474.x/full
Why the negative assumptions? Fears:
Less face-to-face time
Cyberbullying Isolation Dangerous people Less community
engagement
Before you knock it, give it a try. Pay attention to
what you experience.
Do you feel more or less connected?
Share it with me and with Kristin!
1. http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.2009.01474.x/full
Digital Divide
Age, lack of a high school education, and low household income are the strongest negative predictors of internet usage. 1
No major differences in social media usage based on gender, race, or household income.2
1. http://pewinternet.org/Reports/2012/Digital-differences
2. Ibid
Health Information
80% of internet users look online for health information.1
Looking for health information is the 3rd most popular online activity.2
41% have read someone else's commentary or experience on an online news group, website, or blog. 3
1. http://www.pewinternet.org/Reports/2011/HealthTopics/Summary-of-Findings/Looking-for-health-information.aspx
2. Ibid3. http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information/01-Summary-
of-Findings.aspx
Barriers
Liability Lack of
knowledge and skills
State social media policies and regulations
Lack of time Privacy
Tools
HootSuite, Tweetdeck, Buffer
Educate yourself! Mashable Social Media
Today Social Media
Examiner Google Alerts Ask the young
people in your life for help
Kristin
Guidelines & Policies
Develop user guidelines and policies for your organization.
Develop a crisis plan to respond to negative or harmful posts.
Provide training for all staff on effective ways to use social media.
http://socialmediagovernance.com/
policies
Analytics and Measurement
Use data to see if you’re meeting your end goal, and to make improvements.
On a monthly basis track interactions. Facebook: likes,
shares, comments, posts, people talking about this
Twitter: followers, mentions, retweets, DMs, clicks
There are currently 901 million active users on Facebook.1
Facebook reaches almost 57% of the U.S. population.2
The majority of Facebook users are female.3
1. http://newsroom.fb.com/content/default.aspx?NewsAreaId=222. http://socialmediatoday.com/paulkiser/199133/social-media-3q-update-who-uses-facebook-twitter-
linkedin-myspace3. http://mashable.com/2012/03/09/social-media-demographics/4. http://socialmediatoday.com/paulkiser/285851/who-uses-facebook-twitter-linkedin-myspace-4thq-
1stq-stats-and-analysis
The fastest growing group of Facebook users are over 65 years old.4
Twitter has nearly 200 million users.1
The average user is 39 years old.2
More than ¼ of online African-Americans (28%) use Twitter, 13% do so on a typical day.3
1. http://www.bbc.co.uk/news/business-128890482. http://www.flowtown.com/blog/older-people-flocking-to-social-
networks3. http://pewinternet.org/Reports/2012/Twitter-Use-2012/
Findings.aspx 4. Ibid
Nearly 15% of U.S. adults who are online use Twitter.4
LinkedIn has over 120 million users.1
The average user age is 44 years old.2
92% of journalists have a LinkedIn account because it helps them easily connect with sources.3
59% of users are male.4
1. http://www.linkedin.com/ 2. http://www.flowtown.com/blog/older-people-flocking-to-social-networks 3. 2011 Arketi Web Watch Media Survey, http://www.arketi.com/survey.html4. http://www.socialnomics.net/2011/03/28/linkedin-hits-100-million-breakdown-by-
country-graphic/
YouTube
Nearly half of YouTube users are 25-44 years old.1
Rural Internet users are now just as likely as users in urban and suburban areas to have used online video-sharing websites like YouTube.1
Non-white adult Internet users have higher rates of using video-sharing sites.3
1. Ignite Social Media, 2011 Social Network Analysis Report. http://www.ignitesocialmedia.com/social-media-stats/2011-social-network-analysis-report/
2. http://pewinternet.org/Reports/2011/Video-sharing-sites/Report3. Ibid
Bringing it together.
Social media will allow you to better meet the needs of those you serve. Connection Empowerment Transparency Accountability
Meet them where they’re at.
Goals: Position yourself
as a resource and support.
Encourage them to connect positively with others.
Provide accurate information.
Next Steps
Get online and play. Pay attention to
what you experience.
Share the knowledge!
Connect with me on social media.
Send Kristin content to post as Project Connect.
@ebkcd2linkedin.com/in/ebkcd2facebook.com/ebkcd2brittany@cmhnetwork.org
@CMHNetworkfacebook.com/CMHNetwork
Contact Me