How to Build a Social CultureThrough Social Media

Lisa ColtonChief Learning OfficerSee3 Communications

@see3 @lisacolton

Traditional Mindset: Hub & Spokes

Network Mindset

“connect and collaborate” rather than “command and control”

Make Waves & Ripple Outwards

Key Audience Insights

Co-Creators want to have an active voice in your mission and narrative. How can you create opportunities for them to speak up?

Distribution Channels are those who are eager to amplify and engage their own networks. What can you design to help them engage others?

Self-identifiers are those who will share your content when it speaks to who THEY are, not just who YOU are. What will they share?

Strategies For Building a Social Culture1. STORYTELLING. Rather than broadcasting

messages, use your voice and platform to tell the authentic stories of those who are doing the work, or are beneficiaries of your work. This builds trust, earns attention, validates partners, and shares knowledge with field.

2. ASK QUESTIONS. Invite audiences to think, feel, reflect in the directions you want to encourage. Use questions to create a platform to evoke emotion, invite engagement, build connections and deepen relationships.

3. BUILD THE NETWORK. Use your communications to inform and connect the people and organizations in order to build the field. The more shared ownership, the stronger the ‘movement’.

4. SHAREABLE CONTENT. Create shareable assets that others can adapt, share, integrate into their own work to support the work and amplify your perspective.

Storytelling

• Real person – face, name• Key points of the story,

briefly• Message people can get

behind “Congrats and welcome home!”

• Clear action step• Great use of text within a

photo to focus a users attention

• Nice balance of positive messaging

Storytelling

• Real person – face, name• Video interview – longer

attention span, • First person -- hearing his

story and voice directly• Front lines AND

beneficiary

Ask Questions

• Easy “low barrier to entry” questions encourage easy responses

• Connect questions to values, program, people

• Wide other branding/meme waves (“Every kiss begins with K”)

• Comments and shares gets more content seen more often.

Ask Questions• Support• Expression• Crowdsourcing• Platform for discussion

Build the Network

• Connecting people and organizations to your work and each other.

• Note tagging, quoting, and comments.

• Be responsive!

• Relationships are the paths through which information and energy flows.

Build the Network

• Add value to the network while being social.

• Note the phrasing is very personal, even though the content is very informational.

Build the Network

Sharable Content

Sharable Content

Sharable Content

• Value add and connection to resources that others will want to provide to their networks.

• Good work tagging the Foundation

QUESTIONS & DISCUSSION