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The Power of Social Media Canadian Social Forum - Calgary, May 2009
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The Power of Social Media
Canadian Social Forum - Calgary, May 2009
Overview: Social Media
What is ‘Social Media’
A new way of communicating
The sharing of media; films, photos, music & ideas
‘Social’ refers to ‘people to people’ activities
It’s all about conversations
Social media are also sometimes referred to as Web 2.0.
» They’re social and interactive, allowing people to share ideas, opinions, and insights rather than just communicating one-way.
» Social media include things such as blogs, wikis, discussion boards, Facebook, MySpace, YouTube and the newest addition: Twitter.
More than ever before people have the tools to create/record, share and manipulate media
» We’re using social media sites at a rate of : • 77% Internet users read blogs• 100,000,000 users log onto Facebook at least once a day• 100,000,000 - number of YouTube videos viewed per day• Aprox 10 million tweets per day on Twitter, 20 million
accounts as of February 2009
People want to be social…we have always drawn strength from each other. New technologies and near ubiquitous Internet access now make it easier than ever to connect.
Web 2.0» A second generation of the web where
interactivity is key» An easy and accessible means of
communicating with one another» A whole world of social-networking sites,
services, and tools that make sharing easy
Social Media emerged from and thrives in the Web 2.0 environment
Creative Commons
On CitizenShift, Creative Commons is a way people can post their material, and keep as much or as little control around their work as they like.
This offers a huge advantage over sites like YouTube and Facebook, who’s end user agreements take ownership over all the content that is posted.
» A short film about using Creative Commonshttp://citizen.nfb.ca/building-past
Some Tools of Social Media
» The embed link - a fundamental aspect to social media
» RSS feeds; the oil that lubricates the Web 2.0 experience.
» Mash-ups - recreating culture, democratizing the web
» Tweets; follow the trends, get information live, as it happens
Context and ExamplesWhy social media is important for community
projects and social action initiatives
Social Media helps organizations to…
» communicate more effectively and efficiently» let people know about you or your cause and
to actively participate. » help people (which is probably why you exist
as an organization)
Some examples of successful campaigns on CitizenShift
CitizenShift encourages and supports community based initiatives and makes people more aware of the issues.
Benefits to posting your media on CitizenShift: » Visibility, access and interaction with people interested in
your work» Contextualized with other, related multimedia content» Free outreach on your behalf» Feedback on who is accessing your work» You control the content and terms of use
Picture This: A photovoice project
» Mothers of Children with FASD 1 video, over 18,000 reads, global network using this piece as
their showcase to raise awareness of the issue and offer a community of support for people touched by FASD.
» http://citizen.nfb.ca/picture-this
Burundi Film Centre dossier
http://citizen.nfb.ca/burundi-film-center
» Started as a blog, then became a dossier with films, photos & articles
» Then became a screening, CitizenShift hosted two screenings, in Toronto & Montreal
» Then became a success; BFC project invited to festivals; embeds and links back to the dossier used as an example for the project.
Focus and Turning Points: Giving a Voice to Youth
http://citizen.nfb.ca/focus-and-turning-points-giving-voice-youth
http://citizen.nfb.ca/bounce-back
OutreachCommunications, support and
cross channel promotion
The importance of Outreach - it’s all about making connections
» Doesn’t just ‘happen’ by itself» You have to be your communities’ first and most
active contributor» Have a dedicated person(s) working exclusively
on social media outreach & marketing
Outreach & Social Marketing
Some popular platforms
» Enable photo sharing (and spread your message) by creating a Flickr account.
» Build stronger communities and engage your champions through a Facebook group
» Start using twitter, it’s not quantity but quality that counts; make the posts interesting and pertinent
» Follow Technorati and Google Alerts to see who is talking about your group or cause, and then, jump into the conversation
Before you jump into social media activity, set out a plan with clear points of measurement along the way…
Ask yourself: - what do we need to achieve?- Which audiences are important for this?- where are those audiences online; which
platforms are they using?- do those platforms & tools fit with the kind of
content we have or can create?- can we sustain what we start?
Most Importantly… Outreach with social media is not like traditional marketing; it requires a new way of thinking. A more opened approach must be adopted.» Listen, be accessible, be self-aware, reach out
It is about building relationships, the fundamental difference between broadcasting and conversing. » Traditional one-way marketing is shouting, social
media is about conversations.
Credits… For a full list of reference URL’s used in this presentation, please see:
» http://delicious.com/reisa101/csf_socialmedia
» Join us on CitizenShift, and jump into the conversation.
» http://citizen.nfb.ca
For more info: [email protected] Reisa Levine
CitizenShift Producer [email protected]
