A PDF slide show of a presentation given at a Social Media Bootcamp given at San Francisco State University on Aug. 28, 2009. The focus is on social media tools that online publishers -- particularly ethnic media publications -- should use to engage and retain an online community.
Slideshare doesn't support .movs, and so the widgets here are static rather than dynamic, as in the live presentation.
1. Social Media Bootcamp!
Tools for building an engaged online community
Seizing the Moment
Public Media Collaborative track
San Francisco State University, Aug. 28, 2009
JD Lasica
Socialbrite.org
jd@socialbrite.org
2. Relax!
Flickr photo “relaxation,
the maldivian way” by
notsogoodphotography
http://delicious.com/socialmediacamp/seizing
(all sites in this talk have been tagged for later retrieval)
http://slideshare.net/jdlasica
3. Today’s hashtags
Flickr photo by
prakhar
Twitter: #seizing (to tag your tweets)
Blogs: seizing (to tag your blog posts)
5. Making sense of all the new terms
http://socialbrite.org/glossary
“Social media:
Any online technology or practice that lets us share
(content, opinions, insights, experiences, media)
and have a conversation about the ideas we care about.
”
6. Flavors of social media
Source: http://www.beingpeterkim.com/2009/03/smm-wiki-analysis.html
7. What we’ll cover today
Strategies in the sharing economy
Tactics to build community:
1. Breaking news
2. Leverage Twitter
3. Enable conversations
4. Community video
5. Online petitions & causes
6. Geocoding and citizen photography
7. Google Map mashups
8. Facebook communities
8. Think strategically
Flickr photo by
jonrawlinson
Social media is a universe, not a tool
Don’t start with the tools. Start with a plan.
Talk with your users about what you’re planning
Launch pilot projects, get a toehold
Challenge corporate culture of fear
9. Innovate!
"Rocket Man" on
Flickr by Dave-F
“We have to change our entire corporate-industry behavior.
We’ve got to stop overplanning and over-analyzing and turn
our battleship into a speedboat.”
—J. Todd Foster, managing editor, Bristol (VA) Herald Courier
Dare to fail. If you’re not failing at something, you’re doing
something wrong. (“Fail often, fail fast.”)
10. What’s important: Engagement
Meaningful metrics:
Not just page views
"We don't really care about
page views as much as we care
about comments. If we get
1,000 video views, that is
good. The comments are a
focus group with our
influencers. If they like it,
they'll spread it and that helps
get us to our objectives."
- Jake Brewer, PowerShift
11. Don’t do all the heavy lifting
Flickr photo by
Jason Means
Partner with smart people. Use your community.
Use free: Twitter, Flickr, YouTube, Digg, CC
Use open source: WordPress (and its plug-ins),
Drupal, et al.
Steal good ideas. Build on what’s come before.
12. Tap into the sharing economy
Creative
Commons
• Rich source of free
commercial material.
• Flickr: 15 million Attribution
licenses
• Flickr: 10 million Attribution
ShakeAlike licenses
creativecommons.org
flickr.com/creativecommons
socialbrite.org/sharing-center
13. 1. Be first with breaking news
SMS alerts
Latinos, African Americans > greater use of mobile devices
Twitter to break verified news
Best usage is to drive users to story on your site
Live-blogging of public events
Several free useful tools
Moblogging to upload photos from mobile device
Buzznet, Foneblog, Fotopages, mBlog, mlogs, phlog.net, Snap,
Textamerica, Webshots
14. SMS alerts
www.impre.com/alertas
• ImpreMedia: 20
alerts/day, 1 million
impressions/month
• Popular topics:
general news,
breaking news,
New York, politics,
entertainment, sports,
Mexican futbol league
15. Live-blogging to drive conversation
Useful free tools:
• CoverItLive.com
• Scribblelive.com
• Google Docs
Examples: Sonia
Sotomayor
hearings, Rod
Blagojevich
impeachment
16. 2. Leverage Twitter
China earthquake
Mumbai
Flight 1549 “Miracle on the Hudson”
BusinessWeek: 40 journalists on Twitter.
Twestival: $250,000 raised for charity:
water in 202 cities on Feb. 12, 2009
(If you need help in setting up a Twitter account, just ask!)
17. Make Twitter work for you
Train your staff on how to use Twitter
Not a broadcasting medium to distribute headlines
Start by listening & observing, but then:
Be human, be conversational, not detatched
Unlearn the conventions of journalism
@ElDiarioNY: after 5 mo., 5% new traffic from Twitter
#1 traffic driver: retweets
“Twitter is just amazing. It's the perfect tool for journalists.”
— Arturo Duran, Publisher, ImpreMedia Digital (El Diario, La Opinion, et al.)
21. Identify & engage influencers
Scope out Twitterers with large # followers. How do
their interests intersect with your site’s?
Learn about how people in your community use social
media
Connect with social media influencers through
search.twitter.com, PlaceBlogger.com, etc.
Ask people around you (neighbors, students, young
people in your newsroom) how they use social media
22. The power of hash tags
Find relevant hashtags through
hashtags.org or Twitter Search
Join (but don’t spam)
conversation threads
Start your own hashtag
Some hashtags to latch on to:
#diversity #africa #asia #latino
#education #democracy #politics
#Obama #news #media
#journalism #journchat
At left, widget found at:
http://journchat.info
23. Get widget-happy!
Real-time
conversations
Tap into the
conversations that are
already taking place in
your community:
Widgets let you post
tailored discussions —
both by topic and by
geographic location.
Create widgets for your
business, opinion,
culture, sports sections.
24. 4. Community video
Video + chat =
engagement
Think of your site not just
as a way to showcase
your own journalism but
as a platform to connect
users with interesting
events taking place in the
community.
Streaming video tools
include Kyte.com,
Qik.com, Ustream.tv
and Livestream.com.
This is the University of Nevada, Las Vegas, student journalism channel.
http://www.kyte.tv/ch/109996-jmsnews
25. Live video streaming
ImpreMedia teamed up with
the PBS NewsHour to live-
stream the Sonia Sotomayor
hearings. Went from 20,000
streams last fall during
election ʼ09 to 45,000
streams this past spring.
PBS provided the signal &
video player, ImpreMedia
provided the Spanish
translations.
26. 5. Online petitions & causes
Enable users to
make a difference by
signing petitions,
which offer an outlet
for community
engagement. Tap
into the national
spirit of renewal and
reform. Tie them to
your opinion pages.
Embed an
ipetitions app.
Partner with Care2
or Facebook
Causes.
27. Promote community service
Left: AllforGood.org helps you find and share ways to do good in your community.
Right: UnitedWeServe: Bottom-up volunteer opportunities at http://serve.gov
28. 6. Geotagging & citizen photography
Visitors to Flickr could see photos of the 2007 disaster taken from
Minneapolis multiple vantage points. Many new digital cameras and mobile
bridge collapse devices, like the iPhone, come with geotagging enabled by default.
29. Geotagging an art walk
An afternoon
with smart phones
Dan Gillmor took a class of
journalism students at Arizona
State University out for a stroll
and created a cool Flickr map
with more than 120 photos
captured with G1 smart phones.
“It was absurdly easy,” he says.
News organizations should enlist
community members with geo-
location capable devices to
cover designated community
events.
30. Community photo albums
NewWest.Net
NewWest.Net created
a group pool on Flickr
for readers to add
photos to. People
have added more
than 16,000 photos.
http://www.flickr.com/
groups/newwest
31. 7. Visualize news with Google Maps
Mash up your
data sources
Team effort: KPBS worked
with volunteers from San Diego
State University Geography
Dept. to cover the San Diego
County wildfires in Oct. 2007:
a living, evolving, interactive
news story.
http://maps.google.com
32. The power of map mashups
http://chicago.everyblock.com/crime/ Everyblock
Atlanta
Boston
Charlotte
Chicago
Dallas
Detroit
Houston
Los Angeles
Miami
New York
Philadelphia
San Francisco
San Jose
Seattle
Washington, DC
33. Prop 8 mashup
An anonymous
publisher compiled
a mashup of public
campaign
donations records,
including the
donors’ street
address, and
published it.
34. 8. Facebook communities
Tap into self-organizing
communities
A group of students and
citizens, outraged at the lack
of free drinking water at the
new University of University
of Central Florida's stadium,
launched a Facebook group.
The Orlando Sentinel ran a
story and used Facebook to
spread the word. Stadium
officials reversed course,
installing 50 free drinking
fountains.
35. Facebook pages
See handout for difference between Facebook
Groups & Facebook Pages. In most cases,
Pages are the better choice.
36. Sites to admire
www.periodismociudadano.com
Recent
comments
Tags
Embedded video
Twitter lifestream
Pointers to
Twitter,
Facebook, Flickr,
Blip.tv presence
Global Voices en
Español
37. ... and to steal ideas from
Statesman.com
myurbanreport.com
LABeez.org
BlogHer.com
Iranian.com
Placeblogger.com
ProPublica.org
Themediaconsortium.org
Moms Charlotte charlotteobserver.com/moms
The Local: http://maplewood.blogs.nytimes.com
Baristanet.com
Mashable
See handouts or:
http://delicious.com/socialmediacamp/sites
38. Closing thoughts
Don’t forget: Fail often,
fail fast!
Create a feedback loop.
Bring social media
experts who are internal
evangelists into your editorial meetings. Flickr photo by trodas
Get the big bosses to begin using
social media so that they understand it.
39. Resources
Socialbrite.org
Knight Citizen News Network: kcnn.org
Social Media Club: socialmediaclub.org
BeatBlogging.org & NewAssignment.net
Spot.us: crowd-funded reporting
CiiJ: ciij.org/resources
Wearemedia.org
(More resources: See your handout sheets)