Social media for councils june 10

Social Media for Councils

An Introduction

On Road Media helps people find ways to

communicate and stay in touch online

Static sites were web 1.0

Blogs, wikis, podcasts, social networks...

...any site where ordinary people create content and socialise...

= web 2.0

BLOGS

Blogs – the basics

• A blog is a special kind of website that organizes articles or “posts” by date or subject, and allows readers to comment

• Blogs are usually less formal and more dynamic that a normal website

• Good blogs invite comments and discussion and repeat visits

• Search engines like blogs!

Local paper blogs

Freelancer blogs

Community blogs

Starting a blog

• Read some blogs yourself, then try a free blog tool for yourself

- www.blogger.com- www.wordpress.com- www.typepad.comThe best blogs are honest, interesting,

useful and consistent – not an easy taskAsk yourself: Do I have the resources to

make a good blog? Is a bad blog worth it?

MICRO BLOGGING

What is Twitter

• www.twitter.com• “Twitter is a service for friends,

family and co-workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?”

• Yeah – I didn’t get it either – at first

Twitter is a lot of conversations

Why is Twitter popular?

• It’s like instant messaging or text messaging but to a huge group

• Oddly enough, communication happens and communities form in tiny bursts

• It’s quite addictive…

Starting with Twitter

• Sign up, it’s free• At first, you’ll see almost nothing• Start “following” people• Participate – say something, ask a

question, respond to others’ questions

PHOTOS

AUDIO / PODCASTS

VIDEO

Source: Beth Kanter

The web has changed how we communicate

It’s gone from this

To this

What’s so different about web 2.0?• It is fundamentally different from previous

forms of media• Social media platforms provide a framework

for people to connect directly to each other – the architecture has permanently changed, though technologies will continue to evolve

• People are using social media to glean information from each other without relying on organisations

• This shift is permanent! Get involved or lose out!

This doesn’t mean we replace offline activity!

The best users of social media blend online and offline activity in marketing

• Example: If you’re running an awareness or fundraising event for your organisation

• Create a network or start a group around the event• Write blog posts in the run up to the event• Invite people to post their own photos onto your

site, ask them to post their feedback etc• Those who took part will feel like part of a team• Those who couldn’t be there will feel like they

haven’t missed out

Social Networking

Nothing replaces face-to-face contact

But...

Social Networking can facilitate conversations between much larger groups of people

What is Facebook?• Facebook is a “social networking platform”• People “live” online there• It’s not just for kids (half of you are there!)• The average Facebook user views 45 pages

during a session• There are different kinds of FB pages:

personal, groups, companies or organisations like yours

Starting with Facebook

• Sign up for a personal account• Find your friends, look at what

they are doing • Join some groups• Search with keywords relating to

your organisation’s mission• Start contributing and creating

To really make social networking WORK, organisations MUST:

• Let go• Facilitate conversations, don’t control

them• Involve people, don’t ‘own’ your cause• Allow people to get involved:

Volunteer or employee on social network does not equal messer!

• Try things and be patient• Aggregate content for your audience

Be realistic

• Social networking isn’t a miracle cure

• It may take a while for your social networking investment to pay off

• It might even never pay off in the way you originally intended

Social Networking is just one communication tool

• Don’t over-invest in social networks• Who are your audiences(current and future)?

Court them appropriately• If you turn your back on conventional media

(notice boards, newsletters, local press etc.), you might leave out your core audience / supporters

• But don’t under-invest in social networks either

Learn to relax a little

• Of course not all information on social networks is exactly right but the bulk of it is generally right (see wikipedia)

• SO...

Or at least be a little ‘zen’ about it

“But what if we’re attacked?!?”

• People are (hopefully!) talking about you whether you like it or not

• Better they have these discussions where you can see them and respond

• Not all comments will be favourable• How you react to the negative ones says a lot about

you• Pick your battles and don’t be afraid to say sorry or

admit when you’re wrong

Power and Control

• You won’t always be able to control things or place yourself at the centre of discussions.

• You will have to give up some control to gain more friends, followers and influence. This is a good thing.

Savvy Chavvy & the power of bespoke social networks

Savvy Chavvy

• A social network for young Gypsies and Travellers in the UK

• 4000 members• Won the first Catalyst Communities award

in July 2008• ‘Chavvy’ is a Romany word for ‘child’

Savvy Chavvy

• Young Travellers use the network as a safe place to learn, have discussions, find family members, make friends and arrange events

Rosina Hughes is 17 from Wareham, Dorset. She says:

• "It's great to have a site where you feel comfortable and safe discussing these things”

• "They have Gypsy hate groups, so it's important that we have our own space."

• “You're all dirty” and “you're all scum”, are some of the racist responses she says she has received on other social networking sites.

You can set up your own network for your community or organisation by using free networks like:

• www.ning.com• www.socialgo.com• www.grou.ps • www.webjam.com

We set Savvy Chavvy up using Ning

Some examples of other bespoke social networks

• http://heartsounds.ning.com • Hundreds of people in the UK with mental health problems use

the network to share information with professionals and other service users in Uganda

• www.harringayonline.com• 2500 residents of this town in London use it to share information,

launch campaigns and build community spirit • www.tudiabetes.com • Over 6000 people with diabetes use the network to support each

other and share information

TOP TEN TIPSto start your own social network

Firstly, you need to consider the purpose of your network – who will be your members and why will they use this website above others? What need does your network address?

Set Up

Go to a platform like Ning, SocialGo or Grou.ps and set up your network, choosing a catchy name and web address. It’s very simple; all you need is an email address and it takes a couple of minutes

Privacy

Choose how public or private it is going to be – can everyone on the web see and contribute to your network or will it be closed and private for your members only?

Tagline

Give your network a tagline and short description - what’s it all about? The tagline should consist of one pithy sentence, E.g. www.savvychavvy.com: ‘A social network for young Gypsies and Travellers in the UK’

Features

• Next, add features to your network. You can drag and drop functions like ‘forum’, ‘chat’, ‘blog’, ‘video’ & ‘photos’ into the front page.

• You might, for example, place the ‘forum’ function prominently in the middle of the page if having discussions is the main purpose of your network

Design

• Choose a design – Bespoke social networking platforms will give you lots of templates to choose from and you can customize one with your own choice of images, logos, fonts and colours

Content

• Your network is now ready for content – help to define the network’s identity by starting discussions, posting photos, adding videos etc that are relevant to the purpose of the website

• Behaviour – YOU set the tone of your network. You set the house rules define how you want people to behave in your space

People

• Invite people to the network – start by inviting relevant people and welcoming them by writing a note on their pages.

• If you’re trying to attract a certain community don’t send out blanket invites to attract a volume of members – the quality and relevance of your members is what will help it grow and develop into a sustainable space.

• You can support this by writing your own relevant joining up questions

Engage

• Keep the community active and interested – once you have a working network, keep your members engaged by making small changes to the site, adding new content and sending them relevant information (without spamming them with constant messages!)

• MODERATION: Make sure your network is looked after, little and often works best.

Extras

• A lot of services are free but platforms like Ning are now starting to charge a compulsory monthly fee. You can also pay extra for optional services like the removal of ads, the ability to use your own domain name and extra storage

Contact [email protected] @natmc

www.onroadmedia.org.uk