Social Media for Social Change: The Community Summit 2014, Keenan Wellar
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The document discusses how agencies supporting inclusion for people with intellectual disabilities can use social media to enhance their messaging and engagement strategies. It emphasizes the importance of developing a mission-oriented social media approach that prioritizes authenticity, reciprocity, and communication to foster trust and community involvement. Moreover, it highlights that effective social media engagement can offer significant opportunities for social change and volunteer recruitment while also warning against views that limit social media to a mere marketing tool.
Social Media for Social Change: The Community Summit 2014, Keenan Wellar
- 1. Can agencies supporting inclusion for people with intellectual disabilities magnify their message and impact by contributing to and learning from engagement in social media networks? As people with intellectual disabilities continue on their journey toward full inclusion in their communities, agencies must adapt their communications strategies to appeal and engage a wider audience. LiveWorkPlay, one of the smallest (by budget) agencies in an urban community of 1,000,000 has utilized social media as a critical component in a broader communications strategy.
- 2. Will your social media strategy get you murdered in a lake?
- 3. Keenan’s social media passion: made, not born!
- 4. Keenan’s passion for inclusive communities: also made, not born!
- 5. Why listen? It’s not like Keenan shaves his head and wears black… “The ability for you to have a thought and be able to publish that thought instantly to the world in any platform you desire, in text, images, audio, video, and it comes up immediately, is brand spanking new.” – Mitch Joel from Six Pixels of Separation
- 6. For some, social media is understood as a tool, a job, a skill, a choice… When pursuing social change – whether it is a community where people with disabilities belong, or another desired social transformation – how leaders (both individuals and organizations) choose to understand social media has profound consequences for themselves and the world. For myself and many others, social media is understood as the most profound confluence of human discourse the world has ever seen…
- 7. Marketing? Me? No no no, I work for a charity!
- 8. Is your organization engaged in marketing? How well is your organization positioned in the competitive world of social marketing? Do you have an integrated social media strategy? How can social media help improve the rest of your marketing and communications work? Are you concerned with outputs or outcomes? Social media is an opportunity to both enhance and challenge your organization’s mission-oriented pursuits! It’s common that non-profit organizations don’t wish to see themselves as being in competition Social media is often seen as a fringe activity Seldom considered that social media might actually help improve other marcom activities Social media often exposes outputs-focused marcom
- 10. • Keep it mission-oriented • Share real stories about real change • Say thank you and say it publicly • Be fast and have a plan – tomorrow is late • Social media is about social capital • Social capital is about reciprocity + time = trust If you remember nothing else….
- 12. You are likely offending one or both audiences. You are putting disregard for authenticity on public display. On Twitter, 95% of re-tweets happen in the first hour! On Facebook, updates have a full day life span!
- 13. “I think a lot of the demographics that we’re gearing toward might not be your typical Facebooker or techsavvy person. Maybe the younger crowd and students for sure, but older prospective volunteers don’t use that tool, and a lot of our clients don’t use that as a tool,” she explained, noting that the agency is “busy enough without maintaining Facebook and Twitter pages.” - Coordinator of Volunteers quoted in newspaper
- 14. Do your practices alienate youth? Seniors? Both?
- 15. I’m afraid to use social media because someone might say something bad about us! So conversely…?
- 16. Nobody likes making public mistakes!
- 17. LISTEN FIRST! THEN RESPOND IN PROPER SOCIAL CONTEXT
- 18. Those were the droids I was looking for! If you got there what would you do next?
- 19. Do as we say, not as we do: (A popular social media engagement non-strategy) Hi, I’m the CEO of a local charitable organization. I don’t have time for social media, but our summer intern is posting some of our press releases on Facebook, you should check those out and make a donation!
- 21. (Text of actual email, names removed) “Keenan, thanks so much for permission to use those images. The only problem is I can’t use anything from Facebook from the office as the agency has blocked it.” “I’ll have to try it from home later.” Director of Marketing Major Non-Profit Organization Social Media as Marketing Monster
- 22. The conversation might lead somewhere but it definitely didn’t start with an ask for $20 before you’d start conversing! Monetizing social media is like monetizing the conversation you had while waiting for your mocha java!
- 23. But You Could Still Open Doors For The People You Care About You Can’t Compete With “Smart Cat Knock On Door” (Over 1,000,000 YouTube Views)
- 24. Looking at how survey respondents use commercial social networks, the most popular role is: 1) traditional marketing—to promote the non-profit’s brand, programs, events or services—with 92.5% of survey respondents indicating this role as the purpose of their presence on commercial social networks 2) the second most popular role is for fundraising (45.9%) 3) third program delivery (34.5%) 4) fourth market research (24.3%)
- 32. Seth Godin on leadership: Leadership is scarce because few people are willing to go through the discomfort required to lead. The scarcity makes leadership valuable. If everyone tries to lead all the time, not much happens. It’s uncomfortable to stand up in front of strangers. It’s uncomfortable to propose an idea that might fail. It’s uncomfortable to challenge the status quo. It’s uncomfortable to resist the urge to settle. When you identify the discomfort, you’ve found the place where a leader is needed. If you’re not uncomfortable in your work as a leader, it’s almost certain you’re not reaching your potential as a leader.
- 33. Some non-profits may fear that social media resistance is futile… Those who are in proper mission-oriented focus will understand it as a new universe of opportunities…
- 34. Andrea and I are interested in training with a team of LiveWorkPlay members to participate in this fun event either by walking or jogging the 2K, 5K, 10K, or half marathon. Social Media “Loss Of Control” Can Be A Great Thing!
- 36. Use of social media tools does not guarantee that people will listen. Engagement is shaped by the interpretation of its intentions. Brian Solis Author of Engage! It is unrealistic to expect more of your audience than you would expect from your leadership and staff. Lead by example!
- 37. After you listen – have conversations!
- 38. @ # LEARN TO SPEAK THE LANGUAGE This is not your grandmother’s press release…
- 39. Are you expecting a mob of supporters to magically appear? Charity begins at home – build your tribe!
- 41. Effective use of Social Media is all about building Social Capital Reciprocity Time Trust
- 42. • Keep it mission-oriented • Share real stories about real change • Say thank you and say it publicly • Be fast and have a plan – tomorrow is late • Social media is about social capital • Social capital is about reciprocity + time = trust If you remember nothing else….
- 44. I don’t want a certificate of hypocrisy, so help me prove that I don’t deserve one! This presentation is just the start of our future conversations. Please reach out to me! socialkeenan.com You will find all of my social media and traditional contact information, including a link to the SlideShare website where this presentation and others can be found.