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.

[Image: Jump on the social media bandwagon courtesy of matthamm, Flickr]

• 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

• They are Chinese-American and Korean-American women
• They work for and with Current TV; an independent media outlet
• The US administration does not want to bring attention to North Korea

Over two weeks ago, the NY Times reported that Laura Ling, a Chinese-American, and Euna Lee, a Korean-American, both of Current TV, were taken into custody by North Korean military officials. They are now facing the potential of ten years imprisonment in North Korea. There has been very little coverage of the situation by both mainstream media outlets and Current TV.

According to Josh Wolf, of Freedomedia, [via recent post "Current TV won't talk and more evidence of site censorship"] there is a major censorship issue at play here. This is likely to be further compounded by Al Gore’s founding and association with the channel – and I couldn’t agree more.

That last link is a tweet from last Sunday, which would indicate Current has been scrubbing their site for more than a week [Josh Wolf].

As mentioned, politics plays a major role in this situation. Not only on the heals of G20 and today’s start to the NATO summit, but there’s been rising tension with North Korean over suspicion of the testing of ballistic missile technology. While this is a delicate situation that requires proper handling, it should not be at the expense of two female journalists. These women were working to shed light on issues of human suffering and social injustice. Now global politics, outweighs their safe return.

The devastating irony is Laura Ling’s journalist philosophy to ensure transparent, fair and honest journalism. She has been betrayed by the very cause and outlets she’s supported.

I’m rarely inspired by what I see in the media. Television is supposed to be the most powerful medium—but TV news seems to be anything but powerful. Vanguard is trying to change that. We’re trying to provide knowledge and context about what’s happening in our world as opposed to just covering random news events. We hope our work generates dialogue about the important issues affecting our lives (Courtesy of Laura Ling and Current TV).

The question remains – now what. Make your voice heard. Do not let this situation go on ignored. Journalist have rights and those cannot be compromised nor can our right to access to such injustices go unnoticed.

Demand transparency from @current
Join the Facebook group
Read more of Freedomedia

As news and information is shared with the public through more community centric channels, traditional “big” media is walking a fine line. While some are openly collaborating with community media and citizen journalists, others are yet to do so.

The result: an unfortunate portrayal of situations and communities as well as lacking credits to the appropriate (and original) sources of reporting. The Boston Globe is guilty of this and this issue cropped up again past this week when NBC reported a story that had been previously broken by Press Pass TV; NBC Steals story from Kids.

Part of the mission here at Press Pass TV is to use the news as a source of empowerment, community building and to inspire people to action. We were happy to feature Darrin Howell, Cassie Grice and their neighbors in their dialogue about solutions to keep their children and their neighborhood safe. The story featured here on Channel 7 does none of those things, and instead perpetuates a lot of the hopelessness and fear we see young people already feeling about their communities.

As literacy, news and access to information shifts daily, Cara works to build a space that ensures there are opportunities to empower others to better leverage media to advocate, educate and promote social change for their communities and themselves.

Cara’s passion and commitment is an inspiration – she makes it known that we’re not simply going to sit back and let media and communities be exploited, but rather continue to strive (and demand) fair collaboration, transparency and change!

Learn more about Cara Lisa Powers, By Any Media Neceassary and Press Pass TV.

Now anyone familiar with DTX knows that this is somewhat normal here, but even this spread was slightly excessive for a Wednesday morning.

Enter Twitter. At my desk, I’m quick to realize that I’m not alone in my confusion (via Twitter search). Several other early morning commuters en route to work shared my curiosity. Within seconds both @Boston_Fireman and @Boston_Police had updates.

This comes on the heals of an interesting classroom debate regarding the value of Twitter; also an internal conversation I’ve been having quite frequently.

Despite the unfortunate injuries this morning, I’m encouraged by how these events help to illustrate a.) how Twitter can be used as a news aggregater and b.) that the city’s “getting it” – meaning that it’s offering immediate access to information and news through dynamic means.

Now if they could just fix the Red Line.

You are working at the edges of a lot of this stuff, and your experiences, reflections, and wisdom is very important to share. The currency of human relationship is really evolving here. Its possible to know a gazillion people online, but how does this impact our truest sense of community and our deeper desires for authentic connections and real relationships. I would love for you to say more about why you chose to do this now in this way, and your observations of what has changed for you since making this shift.

There are several pieces to which I wanted to publicly respond, starting with the statement, “the currency of human relationship is really evolving.” Human relationships are evolving. The greatest question that arises is how do we define the currency of human relationships: is it reflected in the quantity of those relationships or is it found in the quality. Right now it would appear that quantity is the preferred currency with individuals being judged by the number of connections via Twitter, Facebook or LinkedIn.

If quantity is becoming the universal measure, or currency, then we may in fact be looking at the de-evolution of human relationships. To me quantity of online relationships alone is shallow and hollow. It lacks the substance critical to a sustaining relationship. It forgoes true community and lacks authenticity. Though this is largely an argument based on perception it does in fact resonate with the way most of us approach our physical relationships, but not always synonymous with our digital ones.

The evolution of community, relationship and communication lies in quality. It’s about the blending of technology and fundamental community/relationship building. The web, and our online connections (ten or ten thousand), aid us in achieving impact of that quality, whether personal, mission or business centric. All of which are therein rooted in an association with a community that can be represented in something as simplistic as an online community/website (such as Etsy) or a brick and mortar institution like the Berkman Center. By the nature of our online habits, many of us are associated with communities even if we don’t recognize or vocally associate with that community.

I chose to define my personal online presence to live what I believe. I was being spread way to thin across the web and all incarnations of my relationships were feeling the strain. Concentration of my efforts and connections to my more intimate relationships can in fact have a far greater impact. I think this is key. Concentration of intention – the ripple will be huge. This is where I love the web, it enables the ripple to be manifested in a wide range of mediums, inclusive of both digital and physical means.

Doyle asked me about my observations, “what has changed for you since making this shift.” Personally, I feel lighter. I’m able to take the time to process and refocus my attention and energy. Professionally, I feel refreshed. I’m able to further develop an understanding of what’s needed in order to achieve the goals of both the organization I strive to support and the community I work to nurture.

Intellectually, I feel calm. I’m able to observe and digest the sociological shift in a way that focuses in on the foundation of such a technological revolution. Too soon do we forget that it’s about mindful, intentional and quality implementation of technology – and that community and authentic relationships require nurturing beyond the paradoxical limitations of the internet.

However in order to satisfy my own blogging desires, and to leave you with something worthwhile, here’s Beth Kanter‘s Top 10 Nonprofit Technology (NPTech) and Social Media for Social Change Blogs (courtesy of Blogs.com):

Amy Sample Ward‘s Version of NPTech
CauseWired
Have Fun Do Good
Katya Andresen: Nonprofit Marketing Blog
Laura’s Notebook
Qui Diaz – Evange.list
Social Actions
Social Citizens Blog
SocialButterfly
ext337

Of course I had to add a plug for Cambridge Community Television (CCTV), while they might not be what typically comes to mind in regards to social change via blogging (since they are a public access center), they are nonetheless breaking the stereotype and doing just that. They are rapidly honing in and expanding upon the idea of localism, what it means, what it looks like and how is can be harnessed. CCTV is utilizing social media in a way that’s causing the metamorphosis of the public access community, which is increasingly critical as the traditional access model continues to be threaten .

Visit Save Access for more.

Mumbai: Twitter’s Moment
Citizen journalism goes real time as Mumbai attacks unfold.

Twitter was inundated with “tweets”–short bursts of information posted by users –Wednesday as mainstream media outlets struggled to catch up with the scope of the attacks on India’s financial capital.

Specific to recent coverage, the question begs will the events of Mumbai impact the direction and/or definition of Twitter? As mainstream media outlets try to disassemble, disrupt and define Twitter, the Twittering community continues its constant state of evolution as individuals, communities and more make Twitter work for them. While I’m unsure of what’s next for Twitter, I do know that it’s not to be ignored, but rather participated in and cultivated throughout as Twitter, and its communities, work to define, refine and redefine itself for the foreseeable future.

Re:Imagining Change is an interactive and accessible resource guide to smartMeme’s story-based strategy tools and methods. Download 75 pages of ideas, analysis, case studies, and strategies to change your campaign, your community and your world

See for yourself:

 

Great work smartMeme – and Doyle!!

Protect the Vote is looking for teams of videographers to go to New Hampshire on Election Day. If you are interested, contact Cambridge Community Television (CCTV) member Matt Fullerton. Eye on Democracy is holding a video contest – submit a three minute video reflecting the voting experiences, positive or negative, of people in Massachusetts on Election Day – cash prizes (courtesy of CCTV).