social media 101

USING SOCIAL MEDIA TO BUILD A SOCIAL MOVEMENT

By Samia & Muhammed

WHAT IS SOCIAL MEDIA???

• Social Media is an umbrella term that describesthe assorted activities that offer a web-basedstage for technology & social interactions.

• Social Media includes: forums & onlinecommunities, Blogs & social networks,

Multimedia sharing, Micro-blogging, Diggs…

How Important is Social Media?Well…. The number of those using social networking sites has

nearly doubled since 2008 52% of Facebook users and 33% of Twitter users engage

with the platform daily Facebook is most popular SNS (92%) followed by MySpace

(29%), LinkedIn (18%), Twitter (13%), and other social network services (10%)

Facebook users are much more politically engaged than most people.

MySpace users are more likely to be open to opposing points of view--- "perspective taking"

Pew Internet social networking study:

o What is a social movement?Use social media to: Bring your activism online & spread the word Engage a diverse audience around your cause Encourage the audience to take action Recruit new members and retain them Educate and raise consciousness Raise support (signatures to a petition, calls to politicians,

presence to your event…) Fundraise

But before you start have a plan!

Social media & Social movements

• So you know what u are doing

• What you are not doing• What results you're getting

Why do I need a social media strategy?

• Audience– Know the people you address well!• Core Idea – build your campaign around a

single, simple core idea. • Objectives – Have realistic, achievable &

measurable objectives

• Plan – Is the HOW & Blue Print … must be tied to objectives

Planning a Social Media Campaign Strategy

Listen, Observe and EvaluateWhy???

• Understand your audience motivation

• How does your audience use social media

• Identify key influencers and potential advocates & allies for your cause

• Recognize potential crises and members’ issues

• Determine a social engagement strategy

Step 1: Know your AUDIENCE!

Key people to extend our social medianetwork.• Expert-Influencers: the heavyweights when it

comes to influencing the decisions of those in their networks

• Referent Influencers: highly active on social media and usually have a larger following

The Key Influencers

• Define your key message

Ex: Amnesty International Message:“Ask Brazil, South Africa and India to help stop

the bloodshed in Syria”

Core idea

How to build a social network?

Your goals must be:• Tied to the core idea

• Practical• Very specific

• MeasurableEx. Building awareness, Event promotion, General

public outreach…

Goals & Objectives

Determine your strategy

• Build awareness by following your audience• Gain followers and likes

• Increase interactions• Develop a network of advocates and key

influencers who can be leveraged to spreadbrand messages to target audiences

• Are you on track to meet your goals?• What's more successful?

• What's not?• Refine

Measurement & assessment

• Listen & Monitor• Engage • Interact & Participate• Be flexible• Be Real!!!

The more you participate in social media, the better the results

Secret Recipe for creating a buzz…

What did you learn today?