Web based social media for civil society advocacy
Post on 07-May-2015
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Social media for advocacy and audience engagement
Sanjana Hattotuwa
TED FellowArchitect and Curator, Groundviews
social media landscape
social media landscape today
+
plus.google.com
youtube alone
• 48 hours of video are uploaded every minute, resulting in nearly 8 years of content uploaded every day
• Over 3 billion videos are viewed a day
• Users upload the equivalent of 240,000 full-length films every week
• More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years
time is your enemy
think of design, style & technology
1. Title: Simple, short, captivating, SEO friendly (issue, region, country, actor) keywords, spend some time
2. Post: Use sections, block-quotes, use categories or tags, images and photography (attribute!), link to other sites, embed social media, be focussed, add to conversation
3. Other post hooks: Call to action, petition or poll
4. Language: Clear, concise, captivating, challenge creatively
5. Style: Prose and satire to poetry and haiku
6. iOS & Apple: No Flash, publish and design for mobile
7. Strategy: Time publication (and republication on social media, e.g. for SL and US audiences), reference older posts and output
think of social media ecosystem
• Think of social media ecosystem and pitch the story accordingly:
1.Reach: Blog, RSS
2.Social media: Twitter, Facebook, Google+, MailChimp
3.Added value: Google Maps, TimeToast, Bundlr or Storify, Wordle, ThinkLink
4.Tie ins: Picasa, Flickr, YouTube, Vimeo
leverage social networking twitter
twitter in journalism
twitter in two characters
@ #
twitter as a storyhttp://groundviews.org/2012/04/18/the-questions-unanswered-by-amb-robert-blake-mapping-us-engagement-in-and-concerns-over-sri-lanka
twitter as a storieshttp://groundviews.org/2012/10/01/comprehensive-archive-of-tweets-8-may-to-1-october-2012
#uprlkahttp://groundviews.org/2012/11/02/uprlka-complete-tweet-archive-and-related-visualisation-around-sri-lankas-upr-review/
#uprlkahttp://groundviews.org/2012/11/02/uprlka-complete-tweet-archive-and-related-visualisation-around-sri-lankas-upr-review/
interactive photos on twitterhttp://www.thinglink.com
twitter for newsrooms
leverage social networking via facebook1 billion users
more people spend time on facebook
augment reach via facebook
the math of appeal on facebook
Average friends per account: 245http://www.washingtonpost.com/business/technology/your-facebook-friends-have-more-friends-than-you/2012/02/03/gIQAuNUlmQ_story.html
Average reach per post: 12%http://techcrunch.com/2012/02/29/facebook-post-reach-16-friends/
example of social media reachgroundviews.org/2012/04/23/bigoted-monks-and-militant-mobs-is-this-buddhism-in-sri-lanka-today/
readers across media, under 24 hours
• Facebook : 12% of 426*245 = 12,524 (out of a potential reach of 104,370)
• Twitter : 44*126 = 5,544
• Blog post : 3,991
• Conservative minimum reach of blog post: 22,059 (excluding email, RSS)
create a facebook page
read facebook resources for media
complement & connect
google maps, flickr, timelines
youtube, vimeo
example of photography & narrationhttp://www.movingimages.asia
instagram usuallyhttp://http://instagram.com
example of instagram for activismhttp://dronestagram.tumblr.com
example of web based graphic novelhttp://www.thevanni.co.uk/preview
example of art extended to webhttp://www.mediated.asia
Google+ for bearing witnesshttps://plus.google.com/b/117124916481968297941/117124916481968297941/about
engaging timelineshttp://timeline.verite.co/#
example of timeline on llrchttp://groundviews.org/2012/08/03/sri-lankas-llrc-a-timeline-from-inception-to-implementation
bundling social media, adding value through curationhttp://www.bundlr.com & http://www.storify.com
word cloudshttp://groundviews.org/2010/01/15/visualising-mahinda-chintanaya-2010-the-presidents-election-manifesto
Sarath FonsekaMahinda Rajapaksa
use email for greater retentionhttp://mailchimp.com
use photography for attentionhttp://www.movingimages.asia
use blogs to reflect & engagehttp://census2012.wordpress.com
use art to showcasehttp://census2012.wordpress.com
use writing to showcasehttp://srilanka16days.wordpress.com
use videos to showcasehttp://womenandmediablog.wordpress.com/2011/08/22/wmc-short-film-competition-2009-winners
use google moderator to ideatehttp://www.google.com/moderator/#16/e=1ef771
create an app for greater reachhttp://www.theappbuilder.com
take home
take home
• Think beyond text. Online is not print.
• Think beyond prose. Online can be satire, verse, haiku!
• Think of photos, audio, video. Rich media tells stories, adds context.
• Think of crowd-sourcing & open journalism - the audience are the producers.
• Don’t suggest you know everything. Use the community to add value to story.
• Link to other stories online, they add value.
• Use new platforms to connect, deliver, archive, present.
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