THE POWER OF SOCIAL MEDIA

Using online communications to promote social work

Firstly, what is social media and networking?

“Social media IS NOT just about Facebook and Twitter. If you think this then you can’t see the wood for the trees. Social

media IS about people and their need, and wish, to share their opinions and experiences with others. It’s about sharing and

empathy.”1st March 2010, Julio Romo

What really does social media and networking look like?

What really is social media and networking?

Platforms like Facebook, Twitter, YouTube, Blogs and Forums:

•Bring people together•Enable people to share their opinions. It allows people to join groups•These groups challenge and/or reinforce their beliefs.

But why is social media so important?

“Social media is moving us from monologue marketing towards engagement and dialogue communications. People want to be

heard and listened to.”

“Social Media is moving us from focusing on ‘controlling‘ the conversation to ‘enabling, inspiring and influencing’ people”

“Men [and women] must be taught as if you taught them not”Alexander Pope

Social media – some facts*• 2009 Internet in Britain Report: “49 per cent

of [UK] internet users had created or updated a social networking profile, compared with just 17 per cent two years before”

• By June 2009 nearly 1 in 3 people [in the UK] had a Facebook account

• In September 2009 Facebook accounted for 1 in 7 page views. Not just that, but the average visit was over 26 minutes

* With thanks to: Alexa.com, Experian Hitwise, Nielsen, Comscore.

But who uses social media?

• The general public – the people to whom you want to promote social work. They want to:

– Socialise with people with whom they share likes and tastes– Being in touch with friends and family– Because other people, opinion formers are doing so– Share a thought, opinion and/or experience – customer service and

reaction to a news story!– People can showcase themselves

But who uses social media?• Journalists – yes, really, journalists. And not just journalists,

but publishers.“This isn't just a kind of fad from someone who’s

an enthusiast of technology. I'm afraid you're not doing your jobif you can't do those things. It's not discretionary”

Director of BBC Global News Peter Horrocks

But who uses social media?

• Companies and brands – For pro-active and reactive purposes– They want to find out the trends and tap into consumers, listen to

them and give them what they want

– For customer service reasons – they want to react and resolve bad customer experiences

But who uses social media?• Local governments:

Using social media in communications campaigns

• Listening is paramount• Social media is about a conversation, so remember to reply to

people quickly• React to what people say with respect and courtesy• Remember, fan pages, groups, forums and Twitter hashtags ‘#’

are communities and as such there are people you should establish a dialogue with before promoting your campaign

• The right audiences are interested in subjects other than your cause, target them there

• Do it right and you can ‘influence and shape opinion.’

Use of social media in The Public Sector

• Make sure you have a good PR foundation and strategy• Remember, like consumer, b2b titles, radio and TV, social

networks are just another channel – a channel where you can directly engage with your audience

• Don’t forget that in social networks you have to listen and engage with your audience. You have to have a conversation, on their terms

• While the reach of media might have been dropping, you need them onside

Use of social media to promote social work

• I repeat, a strong PR and Communications campaign is paramount

• Identify your target audience and where they can be found online

• Listen before you speak and promote• Engage with opinion formers in communities• Be prepared to react, quickly• Your campaign is your brand, protect it• If you get it right, you’ll developed ambassadors online• Social work is about listening, so is social media!

And finally, any questions?

• Speaking with people is different to speaking with the media• There is a big audience out there, find out about them and

what they like• Integrate your social media conversational initiative with your

offline conversation• Be patient.

Julio Romo, MCIPRemail: julio@twofourseven.co.ukweb: www.twofourseven.co.uk

Slides: www.slideshare.net/twofourseven