Social Media for Social Change

Brittany Smith, Director of Community Management

SOCIAL MEDIA FOR SOCIAL CHANGEProject Connect, September 5, 2012

What is Social Media?

Any online platform or channel for publishing and disseminating user-generated content.1

Social media allows us to engage with and empower our communities. Connection Access to

information1. http://heidicohen.com/social-media-definition/

Take it seriously!

Social media is widespread. In the U.S., social

networks and blogs reach nearly 80% of Internet users and represents the majority of Americans’ time online. 1

Half of all American adults are using social networking sites. 2

1. http://blog.nielsen.com/nielsenwire/social/2. http://www.pewinternet.org/Media-Mentions/2011/Half-of-American-adults-use-

Facebook- other-social-networks3. http://pewinternet.org/Reports/2011/Teens-and-social-media

95% of all teens ages 12-17 are online and 80% of those teens use social media. 3

It’s About Relationships

Connections with family and friends is the primary reason. 2/3 say staying in

touch is a major reason they use these sites.1

Most online adults describe their experiences using social media in positive terms.21. http://pewinternet.org/Reports/2011/Why-Americans-Use-Social-Media

2. http://www.pewinternet.org/Reports/2011/Social-Networking-Sites

Positive Benefits

The average user has more close ties and is ½ as likely to be socially isolated.1

65% of teens have had an experience that made them feel good about themselves. 58% have felt closer to another person.3

Young adults who spend more time on Facebook are better at showing “virtual empathy.”2

Youth who use blogs, websites and email to discuss politics and current events become more socially engaged over time.4

1. http://pewinternet.org/Reports/2011/Technology-and-social-networks2. http://www.apa.org/monitor/2011/10/facebook3. http://pewinternet.org/Reports/2011/Teens-and-social-media/Summary/Majority-of-teens4. http://www.apa.org/monitor/2012/02/friends.aspx

Panic

“Moral panic is a common reaction to new forms of

communication.”1

1. http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.2009.01474.x/full

Why the negative assumptions? Fears:

Less face-to-face time

Cyberbullying Isolation Dangerous people Less community

engagement

Before you knock it, give it a try. Pay attention to

what you experience.

Do you feel more or less connected?

Share it with me and with Kristin!

1. http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.2009.01474.x/full

Digital Divide

Age, lack of a high school education, and low household income are the strongest negative predictors of internet usage. 1

No major differences in social media usage based on gender, race, or household income.2

1. http://pewinternet.org/Reports/2012/Digital-differences

2. Ibid

Health Information

80% of internet users look online for health information.1

Looking for health information is the 3rd most popular online activity.2

41% have read someone else's commentary or experience on an online news group, website, or blog. 3

1. http://www.pewinternet.org/Reports/2011/HealthTopics/Summary-of-Findings/Looking-for-health-information.aspx

2. Ibid3. http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information/01-Summary-

of-Findings.aspx

Barriers

Liability Lack of

knowledge and skills

State social media policies and regulations

Lack of time Privacy

Tools

HootSuite, Tweetdeck, Buffer

Educate yourself! Mashable Social Media

Today Social Media

Examiner Google Alerts Ask the young

people in your life for help

Kristin

Guidelines & Policies

Develop user guidelines and policies for your organization.

Develop a crisis plan to respond to negative or harmful posts.

Provide training for all staff on effective ways to use social media.

http://socialmediagovernance.com/

policies

Analytics and Measurement

Use data to see if you’re meeting your end goal, and to make improvements.

On a monthly basis track interactions. Facebook: likes,

shares, comments, posts, people talking about this

Twitter: followers, mentions, retweets, DMs, clicks

Facebook

There are currently 901 million active users on Facebook.1

Facebook reaches almost 57% of the U.S. population.2

The majority of Facebook users are female.3

1. http://newsroom.fb.com/content/default.aspx?NewsAreaId=222. http://socialmediatoday.com/paulkiser/199133/social-media-3q-update-who-uses-facebook-twitter-

linkedin-myspace3. http://mashable.com/2012/03/09/social-media-demographics/4. http://socialmediatoday.com/paulkiser/285851/who-uses-facebook-twitter-linkedin-myspace-4thq-

1stq-stats-and-analysis

The fastest growing group of Facebook users are over 65 years old.4

Twitter

Twitter has nearly 200 million users.1

The average user is 39 years old.2

More than ¼ of online African-Americans (28%) use Twitter, 13% do so on a typical day.3

1. http://www.bbc.co.uk/news/business-128890482. http://www.flowtown.com/blog/older-people-flocking-to-social-

networks3. http://pewinternet.org/Reports/2012/Twitter-Use-2012/

Findings.aspx 4. Ibid

Nearly 15% of U.S. adults who are online use Twitter.4

LinkedIn

LinkedIn has over 120 million users.1

The average user age is 44 years old.2

92% of journalists have a LinkedIn account because it helps them easily connect with sources.3

59% of users are male.4

1. http://www.linkedin.com/ 2. http://www.flowtown.com/blog/older-people-flocking-to-social-networks 3. 2011 Arketi Web Watch Media Survey, http://www.arketi.com/survey.html4. http://www.socialnomics.net/2011/03/28/linkedin-hits-100-million-breakdown-by-

country-graphic/

YouTube

Nearly half of YouTube users are 25-44 years old.1

Rural Internet users are now just as likely as users in urban and suburban areas to have used online video-sharing websites like YouTube.1

Non-white adult Internet users have higher rates of using video-sharing sites.3

1. Ignite Social Media, 2011 Social Network Analysis Report. http://www.ignitesocialmedia.com/social-media-stats/2011-social-network-analysis-report/

2. http://pewinternet.org/Reports/2011/Video-sharing-sites/Report3. Ibid

Bringing it together.

Social media will allow you to better meet the needs of those you serve. Connection Empowerment Transparency Accountability

Meet them where they’re at.

Goals: Position yourself

as a resource and support.

Encourage them to connect positively with others.

Provide accurate information.

Next Steps

Get online and play. Pay attention to

what you experience.

Share the knowledge!

Connect with me on social media.

Send Kristin content to post as Project Connect.

@ebkcd2linkedin.com/in/ebkcd2facebook.com/[email protected]

@CMHNetworkfacebook.com/CMHNetwork

Contact Me