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Navigating the Social Media Landscape: A Journey to Effective Online Communication

Explore the transformation of media vehicles from traditional to online platforms. Learn how social media tools like Facebook, Twitter, and blogs are reshaping communication strategies. Discover the power of engaging content and the impact on journalism. Find out how to utilize these tools to connect with influencers and enhance your online presence.

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Navigating the Social Media Landscape: A Journey to Effective Online Communication

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  1. Driving Through the Noise: A Journey to Social Media Shari Gantman, Vice President of Communications Health Foundation of South Florida

  2. Social media vehicles • Facebook and Youtube: media vehicles for personal use • LinkedIn: share professional networks • Twitter: communicate in real time and find the new good stuff • Google Wave: work on the future • Blog: think and muse and share and publish. Go Colts! • Web site: Stable work horse

  3. Shift Into Reverse • Late 1990’s, Web sites and Internet considered a “fad.” • Editors felt nothing could replace the feeling of having an actual newspaper in your hand • In 2009, reporters from all four traditional parts of industry found themselves jobless: • Nearly 293 newspapers folded; eight magazines with one million plus circulations ceased publication • 1,126 print and online magazines shuttered • Radio: 10,000 jobs were lost • Television: More than 100 TV stations affected by parent companies filing Chapter 11

  4. America in Idle • Pitching just for print is old news • Journalists performing dual roles. • Papers forming content sharing partnerships • Local stations more talk show less news-based • Radio in flux: satellite, iPods, Internet radio and other media • More journalists turned to Twitter

  5. Move out of Neutral • New media PART of marketing plan • Send relief: blog posts, photos, video news releases and Web copy • HARO, chrisbrogan.com, www.healthnewsflorida.org • Maintain Facebook page • Friendly Fan and Follower

  6. Steer the Social Conversation • As a grantmaker, listen to what is said about organizations and issues • Identify influencers; see their followers • Create ‘active idea’ to engage people; brand through CEO • Connect people interested in an issue with each other; grantees working on issue • Convert conversation to content and back again

  7. There’s No Place like Home Page • Web site overlooked for the flash of Facebook, Linkedin… • Organization’s own Web site seen as more credible than blogs, social networking sites & advertising * 2009 Edelman TrustBarometer • Social networks and micro-blogging link back to Web page • Attract visitors by publishing high quality content • Link with others; Health News Florida, Kaiser…. • Web site ranks high for online engagement & showing quantifiable results

  8. Chart Your Course

  9. Fuel for Thought • Break through traditional media traffic jam • Promote Public Policy Agenda: Twongress, the Power of Twitter “one-fourth (132) of all legislators use Twitter. • Ileana Ros-Lehtinen, (2,868 followers), Twitter name IRL, re-tweets often. John Boehner: 18,800 followers. • Ernest Hemingway may be original Tweeter. He told a story in about 33 characters: “For sale: baby shoes, never worn.”

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