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Sometimes time completely escapes me – and posts or items that I had every intention of sharing completely get missed. This is one such case. A couple of months ago I wrapped up a project for an outstanding nonprofit organization, Freedom States Alliance (FSA). Like many nonprofits, they were trying to navigate social media options and establish the best way to integrate it into their organization.
The result was the realization that social media was only one component of a much larger picture, a much greater need. The question that surfaced was where does social media fit within the organization’s strategy? Was it appropriate to develop a social media strategy, if other critical strategies hadn’t yet been pursued?
Sequence of Execution. Sequence of execution is an approach to strategy development that leads organizations through a hierarchy of strategy development. The result: a more successful and sustaining implementation. Furthermore, it puts social media into context. Meaning that it ensures that any social media strategy is integrated and derives its purpose from the organizations larger mission and goals.
Sequence of strategy execution:
- Develop your organizational mission
- Develop and align your marketing communications strategy/plan
- Develop primary messaging to go across all channels
- Identify your target audience or audiences
- Develop a social media strategy that supports the mar/comm strategy
Social media strategy is a powerful opportunity for an organization, but only when it’s been implemented in the right order. I am increasingly convinced that social media is not intended to live inside a vacuum, but rather as a piece of a much larger ecosystem. How can an organization implement social media tools, like Twitter and Facebook, if they don’t have a social media, communications, or organizational strategy to drive the success use of such platforms?
The actual deliverable offered to the FSA was a comprehensive presentation that included an in-depth needs assessment, recommended actions, training documentation, and best practices in communication and more specifically social media. Most importantly, the guide started with a step-by-step review of how to best develop an appropriate and effective strategy for the organization given their intended mission, audience, and goals – and later concluded with a look at social media integration.
Recently, Colin and I transformed the outcome of that project and took this same ideology to create something that could benefit an even greater community of nonprofits. The following presentation is the marriage of that work (no pun intended), which Colin offered to Cambridge area nonprofit organizations last week.
Learn more about Cambridge Community Television (CCTV)
Additional CCTV workshops: Social Media Workshop for Cambridge Organizations
View more presentations from Cambridge Community Television
[Image: Jump on the social media bandwagon courtesy of matthamm, Flickr]
Yesterday was a big day in Massachusetts, but this isn’t a post about the outcome. Rather, it’s about a valuable reminder and lessons learned while chatting nervously on Twitter last night prior to the announcement of the election results.
Choosing to respond. The typical feeling in social media these days is that responding is better than not responding. When a customer mentions your product in a negative way the web grants a unique opportunity. You can engage openly. You can listen and learn from the individual or community. The result is the overwhelming potential for a productive dialogue and outcome to the initial criticism.
Reigning in instantaneous communication. Here’s the caveat. What happens when engaging results in something that isn’t productive? The web enables instantaneous responses, but that doesn’t mean we should respond instantly. This is where I found myself – I needed a reminder of the power of pause.
Opting out of the conversation. Twitter was a flurry of activity last night. I tweeted a few items that were reflective of my nervousness and unrest. I received a response. It wasn’t particularly negative, but it was in direct contrast to my particular political pursuations – and was intended to instigate. I took a moment before responding:
- What did I want to say? Would it be valuable or purely based in feelings?
- What was the intention of the responder in writing such an aggressive statement?
- What would be the potential outcome if I responded to the statement?
In my ears rang my mother, “…if you don’t have something nice to say, don’t say anything at all.” Granted, this wasn’t simply an instance of me not having anything nice to say. I have learned the value of thinking through my responses and self censorship when appropriate (especially in the context of a digital age). This was about someone on the other end wanting to instigate an unproductive conversation. I chose not to participate.
Lessons learned: First, I need to think about which topics I want to pursue digitally. Politics is not one of them. I keep away from it at larger social gatherings and I think it’s time to follow my personal rule of thumb on that for my social networks as well.
Secondly, there are instances when silence is an appropriate solution. If the result is an unproductive conversation and/or the intention of the provoker is an online altercation, then don’t respond. Find other ways to reflect and/or to address the situation, um, like blogging about your experience for instance.
[Twitter bird logo icon illustration courtesy of matthamm, Flickr]
This year has held moments of laughter, joy, tears, sorrow and so, so much more.
- I have learned that change is hard.
- Sometimes it is okay to walk away.
- Losing someone you love is never easy.
- Grieving is even harder.
- Old habits are hard to break.
If this year taught me anything, it taught me that I am harder on myself then anyone else could ever know (perhaps with the exception of Colin). Such severe perfectionism will only hold me back. It is time to be open to my own misgivings, mistakes and imperfections.
I have so much more to learn, but before I move into the new year I want to take some time to recharge and reflect. I am going to take this time to sip some tea and soak in all that 2009 has offered. I am going to relish in the moments past and learn to let go of all that holds me back.
It is time for a guilt-free hiatus. One where I can reflect and awaken to all the upcoming excitement, uncertainty and change. It is time to take a break from formal plans, Twitter, blogging, life planning – and take the time to write a love letter, give thanks, take a walk, paint, and simply take in the moment.
Here’s to reflecting, living and loving! See you in 2010.
[Photo courtesy of stillthedudeabides, Flickr]
Originally, I was ashamed of my almost five month hiatus, but now I am simply humbled and incredibly grateful. At the present, all I can do is muse about how life works in funny, backwards ways. However, the past few months weren’t always as easy to embrace as it has been incredibly disruptive. Though if I’ve learned anything from my involvement in communication and technology, disruption is what leads to some of the most meaningful life change. Personal disruption is no different.
In one moment you can be so incredibly certain that you’re headed in the right direction – focused, committed, determined. The next, you’re completely unsure of which way to go – who you are, how you got there and where the heck you’re going. It’s taken many days and nights of discomfort to realize that I was upon a major personal and professional shift. Acknowledging this was probably one of the most challenging and liberating self-realizations to date.
Pride and comfort played a large part in the discomfort of this disruption. For over five years I’ve drowned myself in technology, primarily internet, society and new means of communication. Fascinated by it both professionally and personally. In so deep, that it became (and still slightly is) identity forming. It is hard to pull and separate yourself from something that others see you so identified with. Without sounding self centered (typically I’m much more modest), but I do believe that I have the ability to excel in this particular space, but I don’t want to. There was, and still is, a major hurdle holding me back. The scope of such a focus is too narrow, forced and simply exhausting. Ironic, right? We’re talking about technology, it’s infinite, but the particular area in which I was focusing my professional attention just wasn’t the right fit. All pleasure and curiosity I held previously – gone. At least for now, in it’s current incarnation.
Several major life changes have also aided in this intense soul searching. My MBA, a degree that I worked diligently towards for over three years is complete. Something that required so much of my intention, focus and emotion is now done – and with its completion an overwhelming sense of accomplishment, but a hole of uncertainty and responsibility. We have a peanut-to-be scheduled to make an appearance in March. The unexpected emotion and reflection that comes with pending parenthood is truly remarkable and incredibly eye-opening. It’s made me reassess the life I want to have not only for me, but for my growing family and the life I want for my own child.
What next for Left Behind Bottle Caps? Well, I hemmed and hawed over whether I should start a new blog or not, but this blog, like me, has grown, changed and matured. I want to enable it to do so. I don’t want to forget my past interest in social media, but rather integrate my underlying interest in communication and stories into my next career, what ever it may be. I’m also not looking to turn this into a mommy blog (not that there’s anything wrong with mommy blogs) – for now I have decided to keep much of that aspect of my life separate until I feel compelled otherwise.For now, I hope to focus more on the act of creating, the act of living and the act of embracing the many things that inspire me each and every day.
If I’ve learned anything in these past few months it’s that balance and passion in life is everything. I used to think that this was just me, and perhaps it is, but what is life without balance and passion. They should be the pillars of much of what we seek to accomplish in life. So for now, I pursue interests. I’m rekindling my love affair with art (any and all hands-on craft), seeking educational opportunities to delve back into project management and becoming a grammatically better person by pursuing copy editing – maybe even a cooking class or two.
[Photo from Freya Art & Design via Etsy. Truly amazing prints! Please visit her.]
“Tweeting is like snacking, but blogging is like sitting down to some much needed comfort food. So fulfilling.” This was originally a whim response to a simple question posed by Chris Brogan via Twitter - but I realized that there is much more meaning to this statement that is worth exploring.
Twitter = is like information snacking
I can nosh on tidbits of information all day and night. It’s a great way for me to maximize my information intake in small doses through even the busiest of moments. The reciprocal is also snack worthy. I can share resources, thoughts and ideas throughout the day. Satisfying my need for continually knowledge consumption.
Blogging = is like sitting down to some good comfort food
Snacking is great, but there’s always a slight gnawing for more. No matter how much I tweet or read there’s always an insatiable craving. A craving and hunger that can only be satisfied by sitting down to an awesome blogging session.
As a blog reader and consumer of information – there comes great satisfaction with reading thoughtful, intelligent and original blog posts. It’s like reading Pride and Prejudice or Jane Eyre. It takes time, thought and focus – but the end is a stimulating satisfaction that stems far greater than the context of 140 characters.
It’s not a matter of one or the other, it’s a healthy balance both. Tease me with your tweets – but also open my eyes and mind to links that lead to well thought out meals that will keep me coming back for more!
I was recently asked a series of questions by a friend and classmate:
- What Web 2.0 applications do you use? Use the most?
- What do you see as the benefits (personal, professional) of using Web 2.0?
- What are the challenges. restrictions, downsides to Web 2.0?
- Where do you think Web 2.0 is headed?
- How would you recommend a business make use of Web 2.0?
The exercise of responding was cathartic. It was reminiscent of one of those “What the 4th of July Means to Me” essays that were so popular in fifth grade. Oh you know the ones – with complimentary drawing that used a haphazard mix of crayon colors [usually whatever hadn’t yet been snatched up] to depict stick figure families, hot dogs and fireworks.
The point being that everyone drew the same picture – they all wrote the same thing.
They created what was expected – what they thought they were supposed to draw. To me, it sounds all too familiar. Web 2.0 or social media [whichever is your preferred term] is being depicted in a similar fashion. By now, most folks are working diligently to create what looks like the same picture perfect social media strategy. Facebook fan pages, check, Twitter, check, digital video, check, …
Too much thought is going into what appears to represent a “good” social media strategy. It’s not coming back to the audience. Yes, I’ll be the first to tell you that you should not ignore social media, but it can’t be hastily implemented in a disconnected, tool centric fashion.
Get social. Get messy. Don’t give them what you think they want or expect from you. Listen. Wait. Participate. Then give them what they ask for – in innovative new ways. If there was ever an opportunity to color outside the lines this is it.
Heck, break out the finger paints!
Create your own way. Definitions, frameworks and rules aside. Remain mindful of the fundamentals, but be creative and innovative. Time is precious – for both the creator and the audience. It should be fun. As a creator you want to be challenged to provide value in new, unique ways. As part of the audience, we want our attention grabbed. We don’t want the same templated execution, but rather something that doesn’t fit the model – provide bright excitement and raw honesty.
What Social Media Means to Me – by Vanessa Rhinesmith
Please note: this is raw and unedited [grammatical savvy is out with this one]
What Web 2.0 applications do you use? Use the most?
Right now, Twitter, my blog [WordPress] and I’m a HUGE fan of Delicious [social bookmarking is far from dead for me]
What do you see as the benefits (personal, professional) of using Web 2.0?
This is a loaded question. It depends on the company and/or the person. Either way it can be a great way to connect and collaborate with others – remember it’s about collaboration.
What are the challenges. restrictions, downsides to Web 2.0?
The challenges and restrictions are human centric – not everyone wants to listen or participate in the conversation – nor do folks have the means. Remember that not everyone has a computer or access to the internet. The additional downside, is too much hype around Web 2.0 – people aren’t thinking it through they are too wrapped up in the buzz word…[I'll get off my soapbox now].
Where do you think Web 2.0 is headed?
It will become Web3.0, Web4.0…until it’s replaced with a new word. Seriously though, Web3.0 – it’s going mobile and don’t think that virtual is dead. It’s not, oh, and cloud computing.
How would you recommend a business make use of Web 2.0?
First ask, are they ready to LISTEN to their customers and/or employees. Secondly, are they ready to JOIN the conversation in a transparent and collaborative way? Can’t even bring in the tools if you don’t know the actions.
Box of crayons photo courtesy of turbojoe via flickr
No not really, but that would be such a lovely release. Perhaps, soon.
Right now I am counting down the week until I have officially completed [and attained] my MBA. That’s right, the end is actually in sight with t-minus seven weeks …and counting. I have several ideas percolating and I hope to find some time to reflect upon them soon.
Be well – and squeeze a little fishing in this summer.
It’s only Tuesday night, but it’s been a trying week.
The bar I set for myself academically, personally and professoinally is high; my husband would argue too high. The result is too many hours, on too many things. This morning I was feeling particulary calm, assessing the past 24 hours and looking at the week/month ahead.
In my bag was a piece that I had printed out from Adam Singer, of The Future Buzz. Each morning the The Future Buzz arrives in my mailbox, this was the first morning I had printed it out to read en route into the city. I know not very eco friendly of me, but I read better with tangible sheets of paper. Ironic I know.
This is what I read, Ignoring Others Is Necessary To Reach Your Potential:
Embrace your inner drives and put your soul totally behind them. If others don’t understand then they’re not a supportive force, and you have to learn to ignore them. I know this is not easy to do, but long term it is necessary. Choose influences that support what you want to accomplish so you don’t reach a point where those in your life are fighting against you.
I am a big believer in the law of attraction, which states (in brief):
People’s thoughts (both conscious and unconscious) dictate the reality of their lives, whether or not they’re aware of it. Essentially “if you really want something and truly believe it’s possible, you’ll get it”, but putting a lot of attention and thought onto something you don’t want means you’ll probably get that too.
By aligning yourself with those who are supportive, mentoring others who have equal passion, and limiting connections only to those individuals that are going to push you further and increase your focus, you’ll be on a path to your full potential.
Adam, thank you!
Never has something been so timely or resonated so vibrantly. Please know that the print out has not gone to waste as it has taken permanent residence in my bag as a daily reminder and affirmation.
Earlier this week I asked why we were not talking about Laura Ling and Euna Lee; two American journalists detained in North Korea. At the time, it appeared that Current was eliminating any recognition of the situation. This may no longer be the case. A recent tweet made it’s way to News//Current that may make such a claim null and void. Granted there was never a response, but the tweet as of this morning was still up.
“Get Green & Groovy” this Sunday, April 5th @ 1PM: What better way to start your spring, then with new fashion forward humanity conscience clothing. I continue to be inspired by my friends; one of these lovely, creative people is Heatherjean MacNeil, Founder of Proxy and Fashion with Impact: Fashion With Impact aims to awaken [...]
“Get Green & Groovy” this Sunday, April 5th @ 1PM:
What better way to start your spring, then with new fashion forward humanity conscience clothing. I continue to be inspired by my friends; one of these lovely, creative people is Heatherjean MacNeil, Founder of Proxy and Fashion with Impact:
Fashion With Impact aims to awaken consumers to the ethical fashion revolution. FWI is committed to promoting the emerging ethical fashion family of designers, brands, entrepreneurs, manufacturers and retailers. FWI defines ethical fashion as apparel and accessories made from sustainable and recycled textiles & produced by workers earning a fair wage. FWI empowers consumers to make a difference to through fashion, to “Fashion With Impact.”
Follow Heatherjean on her journey at Chasing Miracles.
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