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LinkedIn, Facebook & Twitter, 18 May 2010 © Kathryn Corrick 2010
COMMUNICATIONS STRATEGY FOR THINK-TANKS- New MediaKathryn Corrick, 24 May 2010
LinkedIn, Facebook & Twitter, 18 May 2010 © Kathryn Corrick 2010
I could have chosen to talk about many different things this morning…
http://www.flickr.com/photos/vauvau/3989766534/
LinkedIn, Facebook & Twitter, 18 May 2010 © Kathryn Corrick 2010
But I thought I would focus on social media, advocacy and…
LinkedIn, Facebook & Twitter, 18 May 2010 © Kathryn Corrick 2010
How to get
attention
LinkedIn, Facebook & Twitter, 18 May 2010 © Kathryn Corrick 2010
Overview
• What makes media social?• Advantages for think-tanks• A simple over arching approach• Amnesty International case study
LinkedIn, Facebook & Twitter, 18 May 2010 © Kathryn Corrick 2010
What makes media social?
In pairs or small groups discuss what makes media social?
LinkedIn, Facebook & Twitter, 18 May 2010 © Kathryn Corrick 2010
PEOPLE
What makes media social?
LinkedIn, Facebook & Twitter, 18 May 2010 © Kathryn Corrick 2010
Other attributes:
• Conversation and two way communication• Dialogue not monologue• Many to many conversations• Reciprocity and sharing• Relationships and networks of relationships• Word-of-mouth / gossip• Trust and relationships of trust• The importance of honesty and integrity• Openness• Ease of use, or easy process to enter into
LinkedIn, Facebook & Twitter, 18 May 2010 © Kathryn Corrick 2010
‘It needs to be said that ‘digital’, and all the new stuff that we call ‘social media’, isn’t really the point; relationships are the point. Same as it ever was.’- Steve Bridger
Source: http://www.stevebridger.com/2010/03/putting-your-people-at-the-heart-of-your-social-media-strategy/
LinkedIn, Facebook & Twitter, 18 May 2010 © Kathryn Corrick 2010
A few advantages for think-tanks• Ability to listen to what is being said about you and policy areas• Stakeholders and supporters becomes identifiable as a people not
just demographics or target audiences• Create trusted relationships with supporters, journalists, policy
makers• Ability to react and respond to queries directly and quickly• Share good news and ideas• Find and create direct relationships with evangelists, thinkers,
journalists, politicians and new supporters• Go beyond the easy headlines – ability to explain complexity when
appropriate• Create a continuous conversation rather than stop-start
communications• Lower costs• Reputation management• Speed
LinkedIn, Facebook & Twitter, 18 May 2010 © Kathryn Corrick 2010
How?
Attention please!
LinkedIn, Facebook & Twitter, 18 May 2010 © Kathryn Corrick 2010
An overarching approach
ListenEngage
Be interestingBe useful
Create shareable things
LinkedIn, Facebook & Twitter, 18 May 2010 © Kathryn Corrick 2010
But…
LinkedIn, Facebook & Twitter, 18 May 2010 © Kathryn Corrick 2010
1.Not everyone uses social media in the same way
LinkedIn, Facebook & Twitter, 18 May 2010 © Kathryn Corrick 2010
2. A strategy that works in one country might not work in another
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LinkedIn, Facebook & Twitter, 18 May 2010 © Kathryn Corrick 2010
LinkedIn, Facebook & Twitter, 18 May 2010 © Kathryn Corrick 2010
3. Research required… here are a few free tools to find out where your stakeholders may be active• http://www.socialmention.com• http://www.addictomatic.com • http://www.howsociable.com • http://www.spezify.com • http://ubervu.com• http://www.google.com/alerts• http://www.google.com/insights/search• http://www.twitter.com/search• http://www.technorati.com•
LinkedIn, Facebook & Twitter, 18 May 2010 © Kathryn Corrick 2010
A case study
LinkedIn, Facebook & Twitter, 18 May 2010 © Kathryn Corrick 2010
Questions?