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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]
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
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.
- 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
En route to work with venti in hand, my curiosity was piqued by the fire trucks, ambulances, police cars and helicopter in Downtown Crossing (DTX) this morning (note: helicopter was overhead, not actually in DTX).
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.
I know, I know. I wasn’t going write, or even be online, this week. However, I’m not really writing anything, just spotlighting this morning’s piece on NPR. The economy was already hard to ignore, but now the recent filing of the Tribune Company makes it impossible to ignore. We’re not only talking economically, but traditional [...]
I know, I know. I wasn’t going write, or even be online, this week. However, I’m not really writing anything, just spotlighting this morning’s piece on NPR.
The economy was already hard to ignore, but now the recent filing of the Tribune Company makes it impossible to ignore. We’re not only talking economically, but traditional methods of news telling, sharing and distributing are on the cusp of major change. The models and business structures aren’t working and society is shifting. It’s a good time to ask yourself the following: how do you get your news, what form do you want that news to take and what content do you want that news to be comprised of? More soon.
Debt Forces Tribune Co. To File Bankruptcy
by David Folkenflik
Listen Now [3 min 57 sec] add to playlistMorning Edition, December 9, 2008 · Tribune Co. which owns the Los Angeles Times, Chicago Tribune, The Baltimore Sun and other dailies has filed for Chapter 11 bankruptcy. The conglomerate also owns TV stations, the Chicago Cubs and Wrigley Field. It’s been crushed by a drop in advertising and $13 billion in debt (courtesy of NPR).
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