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How ISA Sections CanLeverage Social Media & Internet Technology
Presentation Handout 
Presenter: Jon DiPietroPrincipal, Bridge-Soft President, ISA Boston Sectionjon.dipietro@isaboston.orgwww.jondipietro.com
What is Social Media?
Courtesy of Dave Grayhttp://www.flickr.com/photos/davegray/153025183/Tools to create, publish, share and consume contentsimultaneously at large scales
How Does Social Media Work?
Don’t focus on technology:
 
“These tools don’t get socially interesting until they get technologically boring.” –
Clay Shirky(www.shirky.com)  Iran election on Twitter (go to search.twitter.com and search for #iranelection)
Why Does Social Media Work?
Extremely low barriers to entry: little or no time or money.Network effects: Exponential spread of ideas (member to member to member) rather than linear (institution to audience).
   N  e   t  w  o  r   k   E   f   f  e  c   t
Network Size
Linear Viral
 
Small World networks: Groups spread messages within, while
“messengers” jump from one n
etwork to another,eventually reaching a tipping point.Focus on the messengers to reach wider audiences.Example: Civil engineer who is also member of Audubon society and transfers story of protecting baldeagles between groups.
The Long Tail of Social Media
80/20 rule. Institutions historically focus on top 20%
Amazon model: “We sold more books today that didn't sell at all yesterday than we sold today of all the books that did sell yesterday”
 Chris Anderson: Selling less is moreSeth Godin: Far better to reach 5000 people who want to hear your message than 5 Million
who don’t
 
Case Study: PSNH (twitter.com/psnh)
December 2008 ice storm:
2” of freezing rain
, 400,000 outages, 55% of NH, 780+ utilitypoles, 13,600+ fuses, 1,300+ transformers, 408,000 calls, 105 miles of cable, 13 days.Used Twitter to disseminate information.
 
 PSNH Twitter follower history c
ourtesy of Hubspot’s Twitter grader (twitter.grader.com)
 
Public Relations:
Twitter use resulted in front page newspaper coverage.
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