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Using Social Media to Communicate with Your Members

Using Social Media to Communicate with Your Members. Dr. Kimberly May AVMA Communications Division. Social Media & Web 2.0. Interactive information sharing Interoperability User-central design Collaboration. Social Media and Web 2.0. Blogs Digg, Reddit, Delicious Wikis …and more.

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Using Social Media to Communicate with Your Members

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  1. Using Social Media to Communicate with Your Members Dr. Kimberly May AVMA Communications Division

  2. Social Media & Web 2.0 • Interactive information sharing • Interoperability • User-central design • Collaboration

  3. Social Media and Web 2.0 • Blogs • Digg, Reddit, Delicious • Wikis • …and more

  4. Social Media: Do You Need It? • AVMA survey(Oct. 2009) • 70% had a social networking profile • Nearly 40% maintain a website or blog

  5. Social Media: Do You Need It? • Veterinarian New Media Usage Study by Nicholson Kovac, Inc. (Sept.-Oct. 2009) • 50% of SA vets & nearly 75% of LA vets have sent text msgs. for business • 20% both groups have Twitter accounts

  6. Social Media: Do You Need It? How People Share Content: July 2009

  7. The Ups…and Downs

  8. Selling Social Media • Solution: You've already lost control. This is a way to try to regain some control.

  9. Selling Social Media • Solution: This gives you a voice in the conversation. Supporters outnumber detractors. The community knows how to self-police.

  10. Selling Social Media • Solution: Experiment, start small; small experiment = small risk

  11. Selling Social Media • Solution: Start small; experiment; show success. Consider using volunteers.

  12. Selling Social Media • Solution: Actually, they do. Survey your members

  13. Selling Social Media • Solution: SM lets you meet your members where they already are & helps them cut through information overload.

  14. Selling Social Media • General advice available online • Consult legal counsel

  15. Strategy • Step 1: Define your communications needs and goals. • Step 2: Determine where social media can help achieve goals. • Step 3: Coordinate with other media (print, website, newsletters, etc.) so they all work together.

  16. Social Media Strategy • What audience(s) do you want to reach? • What goal(s) do you want to accomplish? • What media will be the most useful? • What 1 experiment can you start with?

  17. Define Needs & Goals • Crisis Communications, early warning system • Leverage trusted influencers to spread your message. • Improve reputation • identify negative perceptions • add value to conversations.

  18. Where to Begin? • Learn and listen • Learn about your audience(s) • Start listening to what is being said • (Even if you can’t do anything else)

  19. Where to Begin? • iGoogle – personalized Google home page/listening dashboard • Google Alerts – to your inbox

  20. Where to Begin? • Search Facebook for related groups, your group • Search Twitter, sign up for Twitter alerts

  21. Experiment • Start small. • Facebook event vs. page • Twitter personal feed vs. organizational • Comment on existing blogs vs. create your own

  22. Experiment • Don’t be afraid of dialogue. • Don’t be afraid to fail.

  23. Experiment • Identify target audience(s) • Identify SMART objectives • Connect SM to other communications efforts (print, website, etc.) • Define success/measurement metric(s) • Measure

  24. Measurement • Website traffic • Number of fans/friends/followers • Number of conversations/comments • Number of recommendations of your content • Number of posts by your fans

  25. Jumping In • Tweet about: • Meetings • Policy revisions • Links • news articles about VMA • articles about vets in your state • articles about animal/public health • useful info on other sites

  26. Jumping In • Tweet about: • Birthdays, retirements & other milestones of your members • Information and updates about state ballot initiatives • Short pet care tips • Retweet useful info from others (RT @avmavets)

  27. Jumping In • Set up Facebook fan page • Updates - meetings, policy changes, new members • Photos • Relevant links • Important health, legislative and member issues • Links to Capwiz Action Alerts

  28. Making it Work • Be ready for dialogue. • Be ready to learn from your audience. • Do NOT approach social media as marketing.

  29. Making it Work • It’s not all about you. • Ask your members what they want. • Content is king.

  30. Making it Work “If an organization simply cuts and pastes a social media policy without the internal culture change, it won't be effective.” --Beth Kanter, social media strategist

  31. What do we get out of all of this? • INTERACTION! • Involvement • Issue identification • More advocacy • Insights to drive new services, benefits • Decrease costs

  32. Questions?

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