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COMMUNICATIONS STRATEGY FOR THINK-TANKS- New MediaKathryn Corrick, 24 May 2010


I could have chosen to talk about many different things this morning…

http://www.flickr.com/photos/vauvau/3989766534/


But I thought I would focus on social media, advocacy and…


How to get

attention


Overview

• What makes media social?• Advantages for think-tanks• A simple over arching approach• Amnesty International case study


What makes media social?

In pairs or small groups discuss what makes media social?


PEOPLE

What makes media social?


Other attributes:

• Conversation and two way communication• Dialogue not monologue• Many to many conversations• Reciprocity and sharing• Relationships and networks of relationships• Word-of-mouth / gossip• Trust and relationships of trust• The importance of honesty and integrity• Openness• Ease of use, or easy process to enter into


‘It needs to be said that ‘digital’, and all the new stuff that we call ‘social media’, isn’t really the point; relationships are the point. Same as it ever was.’- Steve Bridger

Source: http://www.stevebridger.com/2010/03/putting-your-people-at-the-heart-of-your-social-media-strategy/


A few advantages for think-tanks• Ability to listen to what is being said about you and policy areas• Stakeholders and supporters becomes identifiable as a people not

just demographics or target audiences• Create trusted relationships with supporters, journalists, policy

makers• Ability to react and respond to queries directly and quickly• Share good news and ideas• Find and create direct relationships with evangelists, thinkers,

journalists, politicians and new supporters• Go beyond the easy headlines – ability to explain complexity when

appropriate• Create a continuous conversation rather than stop-start

communications• Lower costs• Reputation management• Speed


How?

Attention please!


An overarching approach

ListenEngage

Be interestingBe useful

Create shareable things


But…


1.Not everyone uses social media in the same way


2. A strategy that works in one country might not work in another

http://www.vincos.it/wp-content/uploads/2009/06/wmsn-06-09.png


3. Research required… here are a few free tools to find out where your stakeholders may be active• http://www.socialmention.com• http://www.addictomatic.com • http://www.howsociable.com • http://www.spezify.com • http://ubervu.com• http://www.google.com/alerts• http://www.google.com/insights/search• http://www.twitter.com/search• http://www.technorati.com•


A case study


Questions?

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