northside education foundation
DESCRIPTION
A presentation given to the Northside Education Foundation Board Retreat, June 12, 2010TRANSCRIPT
Social Media and NEFEndless Possibilities
Fran Stephenson
Step In CommunicationNorthside Parent
Where is your Organization in Social Media?
• Facebook/Twitter• Flickr ~ Picasa ~ Snapfish• YouTube• Podcasting• Foursquare/Gowalla• LinkedIN ~ SlideShare • ITunes• Groupon • Digg ~ Delicious
96 percent of teens use social networking tools. (NSBA, Aug 2007).
Facebook is #2 most visited site on the Internet….after Google.
44% of social sharing on Web is driven by Facebook
Age groups 25-54 represent HALF of all new Facebook users in the past year.
Who is using Social Media?
Why Should Your Foundation Get Started In Social Media?
Why…..
Leverage goodwill Share knowledge base Thought leadership De-mystify processes Showcase a culture Engagement with new stakeholders
◦ Young donors! Create relationships with existing
stakeholders
More Reasons Why…
• Resolve service issues • Create awareness of new products/services• Updated information on an issue • Explain stuff• Engage a community• Share common interests• Manage a crisis• Sets the stage for new fundraising initiatives
More Reasons Why…
It’s not just for kids anymore The nature of the tech is
changing way youth and teens communicate
As technology becomes more sophisticated, your org will be current
The Issues…..
Child Safety Privacy? The IT Department and “Cyber Security” Loss of Message Control Crisis Communications Staffing Training Sustainability ROI
…..are there others?
Some Examples From the World of Schools
What’s Next?
Set objectives for your plan Create guardrails or guidelines Establish listening posts/monitoring Become an informed advocate Look for resources in unusual places Build your profile Create sustainability Create two-way conversations Analyze and measure against objectives
The Conversation Prism
Source: http://www.briansolis.com/2009/03/conversation-prism-v20/
ObserveListenParticipateEngageGive/GetEvaluateLather, Rinse, Repeat
•Thinking that social media is something you can set up once and forget
•Expecting the results to be immediate
• Being too commercial, too cold, and too conservative
• Expecting too much from your followers
Four Mistakes
Source: http://socialmediaschools.com/4-major-mistakes-your-school-might-be-making-with-social-media-and-what-you-can-do-about-it/2009/08/
Other Pitfalls Don’t expect overnight success Start-up costs = time investment Social Media is NOT a silver bullet Integrate, integrate, integrate Shifting sand technology
Some Tips
Don’t be afraid of negativity Start with the goal, not the tool Embrace niche communities Empower people to speak for school or
organization Give to get. Listen
Some Tips
Share your expertise. Focused communities can get in-depth
Share your opinion Communicate regularly Be brief Link to resources and other experts Respond to questions and comments Find a balance bet. Seeding conversations
and letting the community lead.
Parting Thoughts
Think IntegrationThink Mobile Think Niche Envision Success
Cluetrain Manifesto◦ www.cluetrain.com
Naked Conversations◦ Robert Scoble and Shel Israel
New Rules of Marketing and PR◦ David Meerman Scott
Twitter Power o Joel Comm
Things to Read
Now is Gone◦ Geoff Livingston
Groundswell◦ Charlene Li and Josh Bernoff
Personality Not Included ◦ Rohit Bagarva
The Secrets of Social Media Marketingo Paul Gillen
Things to Read
E-Mail:◦ [email protected]
Twitter: fransteps Find me on:
◦ Facebook ◦ LinkedIn◦ Foursquare
Connect with Me!
http://delicious.com/franstep◦ Search for “schools” “nonprofit” “alumni”
http://delicious.com/prsanantonio On Twitter: @prsa_sa Also:
◦ @vedo (Richie Escovedo, Mansfield ISD)◦ @wfryer (OK Educator/Blogger)
TSPRA new blog!
Other Resources
Questions?
Thank you!