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  • Social Media For Public Relations and Citizen Engagement

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    Brian Cugelman
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    There are many applications of social media outreach, and this session will look at its application to non-profit objectives such as public relations, constituency building, citizen engagement, health behavioral change campaign, or fundraising. The workshop will comprise presentations with case studies, one paper-based exercise, and open question time. We wish to run a needs assessment before the workshop to ensure the workshop meets participants' expectations. The workshop will provide participants with a brief overview of communication models, social media trends, and a bigger picture view on how social media has changed the rules of online engagement. It will help participants better appreciate social media, assess its pros and cons, and evaluate if their organization should use or expand the scope of their social media activities. Topics will include background information on social media; how traditional (one-way) communication paradigms no longer work in interactive media; and how two-way communication models operate online. A key focus will be to help organization evaluate the pros and cons of social media, and then assess if social media offers any benefits to their organization. Participants will be asked to assess how social media can advance their organization's mandate, whether it is a viable channel for their constituents, its pros and cons for their situation, and then to review other relevant assessment criteria. Midway through the workshop, participants will be invited to complete a paper-based form to help them assess if social media offers enough benefits for their organization to adopt or expand the scope of their social media outreach. The remainder of the presentation will focus on practical guidance for organizations that wish to implement or expand the scope of their social media outreach. Topics covered will include reassessing organizational goals; researching constituents; starting an incremental approach to social media outreach; defining the scope of your social media activities; mainstreaming into institutions; daily operations; responding protocols; institutional policies; tools of the trade; and methods for prioritizing resource allocations.

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    Social Media for Public Relations and Citizen Engagement

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    There are many applications of social media outreach, and this session will look at its application to non-profit objectives such as public relations, constituency building, citizen engagement, health behavioral change campaign, or fundraising. The workshop will comprise presentations with case studies, one paper-based exercise, and open question time. We wish to run a needs assessment before the workshop to ensure the workshop meets participants' expectations. The workshop will provide participants with a brief overview of communication models, social media trends, and a bigger picture view on how social media has changed the rules of online engagement. It will help participants better appreciate social media, assess its pros and cons, and evaluate if their organization should use or expand the scope of their social media activities. Topics will include background information on social media; how traditional (one-way) communication paradigms no longer work in interactive media; and how two-way communication models operate online. A key focus will be to help organization evaluate the pros and cons of social media, and then assess if social media offers any benefits to their organization. Participants will be asked to assess how social media can advance their organization's mandate, whether it is a viable channel for their constituents, its pros and cons for their situation, and then to review other relevant assessment criteria. Midway through the workshop, participants will be invited to complete a paper-based form to help them assess if social media offers enough benefits for their organization to adopt or expand the scope of their social media outreach. The remainder of the presentation will focus on practical guidance for organizations that wish to implement or expand the scope of their social media outreach. Topics covered will include reassessing organizational goals; researching constituents; starting an incremental approach to social media outreach; defining the scope of your social media activities; mainstreaming into institutions; daily operations; responding protocols; institutional policies; tools of the trade; and methods for prioritizing resource allocations.

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    92 views66 pages

    Social Media For Public Relations and Citizen Engagement

    Uploaded by

    Brian Cugelman
    There are many applications of social media outreach, and this session will look at its application to non-profit objectives such as public relations, constituency building, citizen engagement, health behavioral change campaign, or fundraising. The workshop will comprise presentations with case studies, one paper-based exercise, and open question time. We wish to run a needs assessment before the workshop to ensure the workshop meets participants' expectations. The workshop will provide participants with a brief overview of communication models, social media trends, and a bigger picture view on how social media has changed the rules of online engagement. It will help participants better appreciate social media, assess its pros and cons, and evaluate if their organization should use or expand the scope of their social media activities. Topics will include background information on social media; how traditional (one-way) communication paradigms no longer work in interactive media; and how two-way communication models operate online. A key focus will be to help organization evaluate the pros and cons of social media, and then assess if social media offers any benefits to their organization. Participants will be asked to assess how social media can advance their organization's mandate, whether it is a viable channel for their constituents, its pros and cons for their situation, and then to review other relevant assessment criteria. Midway through the workshop, participants will be invited to complete a paper-based form to help them assess if social media offers enough benefits for their organization to adopt or expand the scope of their social media outreach. The remainder of the presentation will focus on practical guidance for organizations that wish to implement or expand the scope of their social media outreach. Topics covered will include reassessing organizational goals; researching constituents; starting an incremental approach to social media outreach; defining the scope of your social media activities; mainstreaming into institutions; daily operations; responding protocols; institutional policies; tools of the trade; and methods for prioritizing resource allocations.

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    of 66

    SOCIAL MEDIA FOR PUBLIC

    RELATIONS AND CITIZEN


    ENGAGEMENT
    Brian Cugelman, PhD
    Consultant with AlterSpark

    Social Media Training Workshop at the Global Citizens Forum


    Ontario Council for International Cooperation
    Toronto, Canada
    15 October 2010
    1. WORKSHOP OVERVIEW

    2
    WORKSHOP OBJECTIVES

    The workshop seek to help participants better


    appreciate social media, assess its pros and
    cons, and evaluate if their organization should
    use or expand the scope of their social media
    activities.

    3
    AGENDA
    1. Workshop Overview
    2. Media Trends
    3. About Social Media
    4. Communication Theory: 1-way to 2-way Communications
    5. Communication Theory: Source Credibility
    6. Communication Theory: Influence
    7. Assessing the Value of Social Media
    8. Adopting Social Media in Your Organization

    4
    TAILORING THE AGENDA: WHO I AM
    AND WHY I’M HERE
    Introduces yourself
    • Your background/organization
    • Your experience with social media
    • What you wish to learn and why

    Tailoring the Agenda


    • Which parts seem more/less important?
    • Is anything missing?

    5
    WORKSHOP GROUND RULES
    Lots of questions welcome
    • We’ll address issues as they arise, and also at the end of presentations
    • There are more slides than time, so we’ll shift the emphasis based on
    participant interest

    Fixed agenda with a flexible facilitator


    • Tangents are fine provided we can follow the agenda

    Let everyone speak and respect others’ opinions


    • Brian will moderate discussions if required, so everyone can speak

    Any other rules?

    6
    2. MEDIA TRENDS

    7
    GLOBAL ICT DEVELOPMENTS (1998-
    2009)
    3. ABOUT SOCIAL MEDIA

    12
    SOCIAL MEDIA DEFINITION (WIKIPEDIA,
    2010)
    Social media are media for social
    interaction, using highly accessible
    and scalable publishing techniques.
    Social media uses web-based
    technologies to turn communication
    into interactive dialogues.

    13
    EXAMPLES

    14
    SOCIAL MEDIA TRENDS: TOP 10
    WEBSITES IN THE WORLD
    1. Google (Search)
    2. Facebook (Social media)
    3. YouTube (Social media)
    4. Yahoo! (Search) • 5 Search
    5. Windows Live (Search)
    6. Baidu.com (Search)
    • 5 Social media
    7. Wikipedia (Social media)
    8. Blogger.com (Social media)
    9. Twitter (Social media)
    10. QQ.COM (Search) Based on Alexa ranking retrieved 12 Oct 2010

    15
    SOCIAL MEDIA TRENDS: THE RISE OF
    SOCIAL MEDIA
    Google Facebook YouTube

    16
    SOCIAL MEDIA TRENDS: THE RISE AND
    FALL OF SOCIAL MEDIA
    MySpace Facebook YouTube

    17
    SOCIAL MEDIA DEMOGRAPHICS:
    GENDER

    18
    SOCIAL MEDIA DEMOGRAPHICS: AGE

    19
    SOCIAL MEDIA DEMOGRAPHICS:
    EDUCATION

    20
    SOCIAL MEDIA DEMOGRAPHICS:
    INCOME

    21
    4. COMMUNICATION THEORY:
    1-WAY TO 2-WAY
    COMMUNICATIONS

    22
    ONE-WAY: ONE-TO-ONE, ONE-TO-
    MANY One Many

    Impersonal Mass Media


    (One-Way) One-to

    ne -to -many
    o
    one-to-one

    Interpersonal Mass Interpersonal


    (Two-Way) One-with

    e -w it h-many
    one-with-one on

    CUGELMAN, B., THELWALL, M., & DAWES, P. (2009)


    Communication-based influence components model. Paper presented
    at the Persuasive 2009, Claremont.
    TWO-WAY: ONE-WITH-ONE
    One Many

    Impersonal Mass Media


    (One-Way) One-to

    ne -to -many
    o
    one-to-one

    Interpersonal Mass Interpersonal


    (Two-Way) One-with

    e -w it h-many
    one-with-one on

    CUGELMAN, B., THELWALL, M., & DAWES, P. (2009)


    Communication-based influence components model. Paper presented
    at the Persuasive 2009, Claremont.
    MASS/INTERPERSONAL DIVIDE
    One Many

    Impersonal Mass Media


    (One-Way) One-to

    ne -to -many
    o
    one-to-one

    Interpersonal Mass Interpersonal


    (Two-Way) One-with

    e -w it h-many
    one-with-one on

    CUGELMAN, B., THELWALL, M., & DAWES, P. (2009)


    Communication-based influence components model. Paper presented
    at the Persuasive 2009, Claremont.
    MASS-INTERPERSONAL
    COMMUNICATION One Many

    Impersonal Mass Media


    (One-Way) One-to

    ne -to -many
    o
    one-to-one

    Interpersonal Mass Interpersonal


    (Two-Way) One-with

    e -w it h-many
    one-with-one on

    CUGELMAN, B., THELWALL, M., & DAWES, P. (2009)


    Communication-based influence components model. Paper presented
    at the Persuasive 2009, Claremont.
    5. COMMUNICATION THEORY:
    SOURCE CREDIBILITY

    27
    SOURCE FACTORS

    Context
    Media Channel
    Encode Intervention Decode
    Message
    Source Audience
    Interpreter Interpreter
    Decode Feedback Encode
    Message

    CUGELMAN, B., THELWALL, M., & DAWES, P. (2009)


    Communication-based influence components model. Paper presented
    at the Persuasive 2009, Claremont.
    6. COMMUNICATION THEORY:
    INFLUENCE

    29
    ONE-WAY COMMUNICATION
    1
    2

    3
    Media Channel

    5
    TWO-STEP COMMUNICATION FLOW
    1
    2

    3
    Media Channel

    5
    Opinion Leader
    Kats and Lazerfeld (1955)
    MULTI-STEP COMMUNICATION FLOW
    1
    2

    3
    Media Channel

    5
    Opinion Leader
    GOIN
    G
    VIRAL
    DIFFUSION OF INNOVATIONS:
    SPREADING IDEAS

    Opinion
    Leaders

    ROGERS, E. (2003) Diffusion of innovations. (5 ed.).


    New York: Free Press.
    1
    2
    3
    4
    5
    6
    7
    8
    9
    10
    SOCIAL MEDIA PROS
    • Reach constituents that may not be reached by traditional
    means
    • Build relationships and potentially deepen trust with
    constituents
    • Possibility of "going viral" and achieving massive reach
    • Deeper insight into your constituents
    • Constant feedback to help improve your organization, its
    products and services
    • Can recruit social media savvy staff across an organization
    • Detect potentially harmful discussions, and rapidly respond

    45
    SOCIAL MEDIA CONS
    • Can be time consuming and expensive if not planned well
    • Can place high demands on talented staff
    • Unless you have viral success, you may reach limits quickly
    • SROI/ROI may be difficult to measure, requiring faith in long-
    term returns
    • Issues to address: security, ethics, disclosure, data retention,
    workflows
    • Can be straining on organizations with strict communication
    hierarchies
    • May require social media policy to aid transition to new
    communication practices

    46
    7. ASSESSING THE VALUE OF
    SOCIAL MEDIA

    47
    WHAT’S THE VALUE OF SOCIAL
    MEDIA?
    Despite the hype, it is difficult to answer this
    question:

    “How does social media engagement compare


    with other communication approaches?”

    The answer will depend on your objectives, audience,


    work, capacity, & evaluation criteria.

    48
    HANDOUT: ASSESSING THE USE OF
    SOCIAL MEDIA IN YOUR ORGANIZATION

    49
    ASSESSING THE USE OF SOCIAL MEDIA
    IN YOUR ORGANIZATION
    1. Organizational objectives
    2. Communication goals
    3. Audiences and stakeholders
    4. Content and messaging
    5. Overall communication strategy and practice
    6. Selecting social media
    7. Institutional readiness
    8. Social media policy
    9. Human capacity
    10. Considering external help
    11. Implementation considerations
    12. Monitoring, evaluation, and learning

    50
    ASSESSING THE USE OF SOCIAL MEDIA
    IN YOUR ORGANIZATION
    Assess the contribution to your organization's
    mandate or goals

    Assess the pros and cons

    Assess the costs and benefits

    Final decision

    51
    8. ADOPTING SOCIAL MEDIA IN
    YOUR ORGANIZATION

    52
    ORGANIZATIONAL & COMMUNICATION
    OBJECTIVES
    Any investment should help achieve your
    organization’s mandate or goals?

    Does social media do this better than other


    means?

    53
    AUDIENCES AND STAKEHOLDERS

    Run a user survey or focus group

    Ethnographic methods (go out and look)

    Identify social media website where your


    constituents spend time

    Assess the key social media for your audience

    54
    DEFINING THE SCOPE OF YOUR SOCIAL
    MEDIA ACTIVITIES
    Prioritize and assess
    • Audiences
    • Potential social media websites
    • Staff expertise and availability
    • What you know (monitoring and evaluation)
    • Upcoming opportunities to start or expand
    • Tools and processes
    • What’s realistic now

    55
    DEFINING THE SCOPE OF YOUR SOCIAL
    MEDIA ACTIVITIES
    Photo Mobile
    profiles apps
    Audio &
    Social
    video
    profiles networks

    Micro- Websit
    blogging e

    Blogs/R
    SS
    Paid online
    advertising SEO
    56
    A INCREMENTAL APPROACH TO
    SOCIAL MEDIA
    1. Set Up 2. One-Way 3. Two-Way 4. Relationships
    Establish social Build networks and Begin two-way Deepen online
    media profiles in key disseminate one- communication by relationships and
    networks way messages joining online your capacity to
    discussions engage
    Advertise your Use social media to Monitor and Expand your internal
    profiles and try to extend your respond to capacity, build
    get your constituents organization’s conversations or online communities,
    to join you messages initiate discussions design interactive
    cross-media
    communications

    57
    SOCIAL MEDIA POLICY: BENEFITS
    Reduces risks and ambiguity through clear
    definitions and procedures

    Creates a safe space for staff to conduct social


    media outreach

    Helps decentralize communications, and harness


    capacity across an institution

    Contrast personal and professional uses

    58
    SOCIAL MEDIA POLICY: QUESTIONS
    • Privacy
    • Accessibility
    • Ethics
    • Legal issues
    • Data management
    • Security
    • Politics
    • Responding to criticisms
    • Personal/private uses

    59
    DAILY OPERATIONS

    5. Monitor Progress

    1. Goals and 2. Listen


    Keywords

    3. Analyse

    4. Engage
    DAILY
    OPERATIONS:
    FLOWCHART

    61
    MONITORING, EVALUATION, AND
    LEARNING

    62
    TOOLS OF THE TRADE
    Free
    • Start with free tools
    • You’ll have to patch together different services
    • Listen to conversations, analyse influence,
    manage multiple profiles

    Commercial
    • Perform most tasks in a single interface
    • May want to assess commercial tools after
    becoming comfortable with free tools
    63
    SOME FREE TOOLS TO GET STARTED
    Listen
    • Google alerts: http://www.google.com/alerts
    • Search engine on most social media sites

    Analyse
    • Blogpulse: http://www.blogpulse.com
    • Technorati: http://technorati.com
    • Social mention: http://www.socialmention.com
    • Klout: http://klout.com

    Engage
    • Hoot Suite: http://www.hootsuite.com
    • Tweet Deck: http://www.tweetdeck.com

    64
    VENTURING OUT

    Start small, and expand incrementally

    Learn to listen, assess the 3Ps, and engage

    The rules are still being invented, so experiment


    and learn from your successes and failures

    You can’t improve if you can’t measure

    65
    THANK YOU
    Brian Cugelman, PhD
    Consultant with AlterSpark

    Looking for consultants?


    AlterSpark is a consulting collective. We help
    organizations design online campaigns and strategies,
    use social media, implement web projects, and
    measure their impact. If you wish to discuss how
    AlterSpark can help you, get in touch.

    www.AlterSpark.com
    brian@alterspark.com
    +1 (416) 921-2055
    Toronto, Canada

    @AlterSpark alterspark alterspark alterspark

    66

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