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Social Media

Social Media. Facilitated by: Caroline Egan Carmichael Centre for Voluntary Groups. Formal Explanation The integration of all digital, computerised and online technologies into communication platforms. Referred to as Web 2.0 OR

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Social Media

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  1. Social Media Facilitated by: Caroline Egan Carmichael Centre for Voluntary Groups

  2. Formal Explanation • The integration of all digital, computerised and online technologies into communication platforms. Referred to as Web 2.0 OR • Basic communication. Tools such as Facebook are channels and a bridge to communicate with stakeholders. Channels are like languages and can be easily mastered. Content and value of the conversation is what really matters. What is Social Media?

  3. A Universe of Social Media Platforms

  4. Over 1 billion people use social networks • 36% of social network users have posted about brands • Only works with a large audience • Is hollow if it doesn’t create some form of valuable content for the reader • Simple strategy: create, connect, converse through social networking, blogging, online videos Social Media – Points of Interest

  5. Integrating social media into organisational websites • More support through social media • Responsive mobile websites • Social gaming will grow • Most social media usage will be of mobiles • Interacting with live TV • Growth in “social” news • Each person’s social footprint will grow Things to watch out for…

  6. F-commerce (Facebook commerce) • Crowd sourced funding platforms • Charities – mobile apps (help care givers keep track of elderly friends/family) • Flipped classrooms – look at a lecture online and use class time for discussion • Touch screen kiosks the norm • Digital property that has physical items to accompany (called motivational objects) Things to watch our for…

  7. 1. C = Communities Users gathering to learn, talk, chat. Success arises from creating bonds between users rather than simply between the organisation/brand and users Introduction: 6 C’s of Social Marketing

  8. 2. C = Conversations Communication is about conversation, not “pushing a message” on users Introduction: 6 C’s of Social Marketing

  9. 3. C = Content Content needs to be fresh and timely. Users want “architecture of participation” (Tim O’Reilly) Introduction: 6 C’s of Social Marketing

  10. 4. C = Continuity React to news and conversations. Micro strategy. Micro campaigns rather than big ideas Introduction: 6 C’s of Social Marketing

  11. 5. C = Context If you don’t have original content, piggyback on existing conversations i.e. borrow relevance. But needs to reinforce what you do and stand for Introduction: 6 C’s of Social Marketing

  12. 6. C = Control Organisations don’t control the conversation, users do! Introduction: 6 C’s of Social Marketing

  13. To get users to incorporate your social media offerings/brand into their online lives Goal of Social Marketing

  14. You need to communicate a simple persuasive fundraising idea: Example: RNIB Everyday 100 people start to lose their sight. We need your support to help rebuildlives devastated by sight loss. (less than 140 characters!) = (NEED) (SOLUTION) (NOW) Communicating an idea: Fundraising Example

  15. Plan, Communicate, Listen: Social Media Strategy

  16. Lack of: strategy, understanding of users, posting relevant messages, consistency, monitoring • Lack of internal resources to manage social media platforms • Failing to engage audiences and thus having a limited reach • Lack of content guidelines Social Media Strategy – Reasons for Failure

  17. Identify what information should be kept private • What information would be beneficial to be made public? • What personal social media use is appropriate? • How can the message be sent out consistently? • What are the rules for proactive/reactive media use? • How to respond to negative engagement? Establish a Social Media Protocol

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