Last week, I participated in a class offered by the University of Utah Continuing Education Professional Education on Social Media. It was an introductory class taught by Brian Seethaler, and covered a lot of ground. It was interesting to get a sense of the many "on ramps" people have to the concept of social media, everywhere from "I get social media personally, but need to figure out how to make it work for my organization", to "I am incredibly uncomfortable with blurring the lines between personal and professional" to "I hate it and feel that it is being forced upon me."
I continue to be convinced that the many tools and technologies that are grouped into "social media" are an unprecedented opportunity for non-profits. As Brian said in class, as communicators we are responsible for putting a face on our organizations. Social media allows us to do that in new, leveragable, searchable, and, well, social ways! And, it provides us with tools to listen.
We are leading our organizations into the complex world of new communications tools. But to leverage the opportunities presented by digital communications and social media, we -- and the organizations we work with -- must decide if we accept a few basic premises:
1. Social media: It's here and it's real.
The numbers of users behind the "Big Five of Social Media" are phenomenal. I had spent a good year learning about my organization's website and how users were interacting with it. But when I realized Facebook reached 10 times the constituents in my community every day than those who visited my website in a month, it was time to go where the people are!
Now, I didn't know if the people on Facebook were the same people who are most likely to visit the museum, but I went in search of them. Not sure of the adoption rate of new technologies by your constituents? Then find out! There are many ways to learn and test if communicating through the primary social media tools is an effective way of showing up where your constituents -- or most likely to become your constituents -- are already spending time.
2. It's all about self-publishing.
Rather than waiting for someone else to write about your organization, project, product, service, whatever, digital communications and social media tools have put the publishing and distribution of information about your organization into your own hands.
People frequently ask, "Where do you find the time to manage social media tools?" For me, it's not about adding something to the mix, but the fact that digital communications has changed the way in which we reach out and connect with our audience. One of the fundamental changes is that we can self-publish -- and our audience can respond, tell us what they think, contribute to our program and content development directly!
And we are able to comment and participate in other people's content, so our ability to publish now extends beyond our own organizational literature.
3. It's all about distributing content and leveraging our work.
Another response to the "where do you find the time question" is the efficiencies that digital communications can bring. Content can be used in multiple places to reach different audiences in different ways. Content can be "pushed" to users who are already committed and subscribe to what you stand for. The same content is then available for those who "stumble upon" what you've created. And, the same content can be repurposed and "Tweeted" (via Twitter) in order to proactively recruit new users and supporters. The same content can be leveraged to reach different people in different ways.
In my volunteer life, I work with a small organization who for years, decades perhaps, has produced a monthly newsletter. Yet, the prevailing sense in the organization is that the newsletter is not effective in letting members know what is happening. Perhaps we should print it differently, someone asks. Perhaps we should use color in the masthead, someone else suggests. Perhaps we should get rid of it altogether, someone brazenly puts forth!
But what if we thought differently about the content? What if, instead of seeing the newsletter as a document with a start, middle, and end and a monthly deadline, we encouraged the various contributors to submit content, which was then distributed in ways that real constituents choose. Perhaps the director's letter went out at the first of each month in an email to members and then was posted on the website as a welcome to new visitors. Perhaps the event-related notices could be distributed via handouts, an easy web calendar to which members could subscribe, and as events within the prominent social networks. Perhaps the more contemplative articles could be distributed as a blog so that members (in the broadest sense of the word) could respond and comment both to the author and to one another. And, maybe, at the end of the month, the entire thing could be printed and photocopied and mailed to that group of people who appreciate reading it in hard copy format.
Same content, redistributed in ways that the appeal to the audience, vs. one-directional tools that leave the organization with a sense of "people aren't listening to what we have to say." Same work, different way of putting it out there. And maybe a little more listening along the way.
4. It's all about optimization and search!
Ask yourself: When you want to "know" something, check a fact, find out if something exists near you, etc., what do YOU do?? The phone book? The newspaper? Well, maybe, but chances are you turn to a search engine. You Google it.
At some point we must accept that as professional communicators, it is our job to position our organization in ways that "optimizes the search". I know, ugly term. Sounds like an unwanted medical procedure. But we must be realistic: if someone is looking for what I have to offer, but doesn't know about me, how can I anticipate their search so that they find me?
And, if that is our job, to come up in the "Google Golden Triangle", then social media and digital communications are the tools to helping us build our search optimization. How, you ask? Well, that's where you call technical experts. But if you believe that search is the word, then you must be proactively learning, participating and playing in the digital and social arena.
5. It's about owning your primary content.
And about building a larger body of work so that your constituents can learn your story -- and respond to and participate in it -- within a variety of ways. It's not dependent on them hearing or seeing information presented in one way, but being able to choose, find, search for, stumble upon, share, promote, and comment on your content when and where they want it. Your content available upon the command of their time and interest.
So, really it's about are you ready to be willing to give up the way you have done things in the past and experiment with ways that enable you to meet your audience where they are, in ways that they are choosing to find information.
Is it more complex? Yes, very, and takes a willingness for trial and improvement, for learning as you go.
Is it more time consuming? Well, I think it is getting more, much more, out of the time that organizations already invest in legacy communications tools.
Is it more effective? You will find out over time because in social media (a) everything is trackable and (b) your audience has the opportunity to weigh in. They can comment, click, follow or "unfollow", share, recommend, a whole host of ways for you, as the communications practitioner, to develop ways to measure the effectiveness of your efforts.
Based upon these assumptions, that is why I made the commitment to lay aside judgment and become proficient -- comfortable -- in social media. I'm interested in hearing what you think!
Thursday, August 6, 2009
Thursday, April 30, 2009
What do you want to accomplish?
Those are becoming my magic words: What do you want to accomplish??
The more time I'm spending in non-profit management, the more I realize that those of us working where our passion is as important to the job as our skills, can often get caught up in ideas and solutions without taking the time to identify what it is that needs to be accomplished.
Yesterday I had the privilege of meeting with two dynamic women who have recently stepped in as fund raisers for an organization in which they believe heartily! Listening to them discuss how they are getting their arms around a busy development and marketing function, I heard in them what I often hear in my own passions. How often do I get stirred up by what I think the organization, the team, the situation needs, without stopping to listen to what it is the organization has identified as "the job".
As fund and audience development leaders, it is critical that we get the managing leaders of our organizations (be it boards or executive directors) to articulate what it is that needs to be accomplished in the long run. This is usually called the Vision and the Strategic Plan. It is the fiduciary responsibility of the organizations leadership to always be operating within the framework of a vital, responsive, relevant strategic plan.
Ideas, brainstorm, and all the other "out of the box" discussions only have value for me if they are generated within the context of a believable and accepted Strategic Plan.
Guess this doesn't have much to do about Social Media, but felt necessary given the great amount of good people in our community working hard to raise funds, bringing to the table many great efforts, but that are not necessarily working within the framework -- and protection -- of a good strategic plan.
The more time I'm spending in non-profit management, the more I realize that those of us working where our passion is as important to the job as our skills, can often get caught up in ideas and solutions without taking the time to identify what it is that needs to be accomplished.
Yesterday I had the privilege of meeting with two dynamic women who have recently stepped in as fund raisers for an organization in which they believe heartily! Listening to them discuss how they are getting their arms around a busy development and marketing function, I heard in them what I often hear in my own passions. How often do I get stirred up by what I think the organization, the team, the situation needs, without stopping to listen to what it is the organization has identified as "the job".
As fund and audience development leaders, it is critical that we get the managing leaders of our organizations (be it boards or executive directors) to articulate what it is that needs to be accomplished in the long run. This is usually called the Vision and the Strategic Plan. It is the fiduciary responsibility of the organizations leadership to always be operating within the framework of a vital, responsive, relevant strategic plan.
Ideas, brainstorm, and all the other "out of the box" discussions only have value for me if they are generated within the context of a believable and accepted Strategic Plan.
Guess this doesn't have much to do about Social Media, but felt necessary given the great amount of good people in our community working hard to raise funds, bringing to the table many great efforts, but that are not necessarily working within the framework -- and protection -- of a good strategic plan.
Wednesday, April 1, 2009
Twitter in 15 minutes
Check out this SlideShare Presentation:
Twitter in 15 minutes
View more presentations from Sarah Evans.
Saturday, March 21, 2009
What was your first Twitter?
In "Beth's Blog", Beth Kanter comments on Twitter's 3rd Anniversary and asks, "What was your first Twitter?"
Mine was "Janet Frasier is glad I finally learned to spell inauguration!UMNH is getting ready for "The Great Tennessee Monkey Trial at Kingsbury Hall
Not so interesting, really....
Mine was "Janet Frasier is glad I finally learned to spell inauguration!UMNH is getting ready for "The Great Tennessee Monkey Trial at Kingsbury Hall
Not so interesting, really....
Be yourself. But not completely!
I just added a new blog I'm tracking called "Social Media School". Take a look at it. It is full of content, maybe too much. It leads one to believe that everyone, and I mean everyone, is racing into social media and quickly trying to understand it. In fact, the blog likens the rush into social media to the rush of Dust Bowl refugees to the west in the "Grapes of Wrath". It is good to remember what the Joad family found when they got to the Promise Land.
I'm far from a "pacesetter" or even "early adopter", but even I, when encountering signals of the "Social Media Rush" say to myself, "oh, now it is ruined!" What is great about social media is that it is, well, social! It's personal. The more corporations and organizations rush into capitalize on it (and, the more the tools strive to monetize it), the less appealing it is in it's primary function: to create personal connections. (I'll save that for another day...)
But what do we need to consider in using social media to create personal connections between our non-profit organization and our constituents? In creating personal connections between constituents??
1. Keep it personal! A fund-raising mentor of mine once said, "Good development efforts build intimacy." As the communications and fund-raising arms of our organizations, it is our job to bring the outside in, to make apparent the heart of an organization, the vision of the organization, and the needs that, if met, can help our heart and vision impact the community.
What excites me about social media is the amazing potential to draw constituents into the heart and vision of the organization in so many easy, non-threatening and, well, personal ways. Never have we had at our disposal a tool that can reach out in quick, brief ways that require so little effort on our part. Sure there is clutter, noise, competition to our message. Sure, we are only reaching those constituents who are already active in social media (subject for another day). But never before have we had this type of tool!
It is our job to create relevant content that catches the constituents attention. But in the social media space you must keep it personal. In every Facebook group, update, e-news blast and Tweet, I strive to express that the Utah Museum of Natural History is "real people living, breathing, committed to our vision, and here to serve YOU". We'll see how all that plays out, but I'm committed to not treating these tools as "commercials" or "corporate messaging". I'm committed to figuring out how to use these tools to facilitate dialogue and "build intimacy".
2. It's personal, but it's not completely YOU! As Tevya said, "on the other hand"...as you explore, experiment, and expand your efforts in social media, remember, YOU are part of your organizational brand. The YOU in social media must support, uplift, and reinforce the meaning and integrity of your brand.
I have been quite cavalier in encouraging people to just "get in there and try it out, find your voice". But you must also proceed with caution. You may have to refrain from supporting certain causes, joining certain groups, permitting followers that are potentially harmful to your brand.
And, for Pete's sake, remember that whatever you DO say is public. PUBLIC! Recorded. Searchable! So think about it!! If you are in the public arena, no matter what your personal politics, it may be unwise for your brand -- even your personal brand -- to join the "Get Rid of the State Senator" or slam the extractive energy companies on your wall if you are ever, EVER!, going to be in a position to ask for support from those organizations.
Wow! Did I just say that out loud? That is the fine line that most non-profit organizations -- well, people -- find themselves toeing in the crazy world of public administration. For more on this discussion, check out this recent entry on "censorship" on Social Media Today: socialmediatoday.com
Bottom line:
I'm far from a "pacesetter" or even "early adopter", but even I, when encountering signals of the "Social Media Rush" say to myself, "oh, now it is ruined!" What is great about social media is that it is, well, social! It's personal. The more corporations and organizations rush into capitalize on it (and, the more the tools strive to monetize it), the less appealing it is in it's primary function: to create personal connections. (I'll save that for another day...)
But what do we need to consider in using social media to create personal connections between our non-profit organization and our constituents? In creating personal connections between constituents??
1. Keep it personal! A fund-raising mentor of mine once said, "Good development efforts build intimacy." As the communications and fund-raising arms of our organizations, it is our job to bring the outside in, to make apparent the heart of an organization, the vision of the organization, and the needs that, if met, can help our heart and vision impact the community.
What excites me about social media is the amazing potential to draw constituents into the heart and vision of the organization in so many easy, non-threatening and, well, personal ways. Never have we had at our disposal a tool that can reach out in quick, brief ways that require so little effort on our part. Sure there is clutter, noise, competition to our message. Sure, we are only reaching those constituents who are already active in social media (subject for another day). But never before have we had this type of tool!
It is our job to create relevant content that catches the constituents attention. But in the social media space you must keep it personal. In every Facebook group, update, e-news blast and Tweet, I strive to express that the Utah Museum of Natural History is "real people living, breathing, committed to our vision, and here to serve YOU". We'll see how all that plays out, but I'm committed to not treating these tools as "commercials" or "corporate messaging". I'm committed to figuring out how to use these tools to facilitate dialogue and "build intimacy".
2. It's personal, but it's not completely YOU! As Tevya said, "on the other hand"...as you explore, experiment, and expand your efforts in social media, remember, YOU are part of your organizational brand. The YOU in social media must support, uplift, and reinforce the meaning and integrity of your brand.
I have been quite cavalier in encouraging people to just "get in there and try it out, find your voice". But you must also proceed with caution. You may have to refrain from supporting certain causes, joining certain groups, permitting followers that are potentially harmful to your brand.
And, for Pete's sake, remember that whatever you DO say is public. PUBLIC! Recorded. Searchable! So think about it!! If you are in the public arena, no matter what your personal politics, it may be unwise for your brand -- even your personal brand -- to join the "Get Rid of the State Senator" or slam the extractive energy companies on your wall if you are ever, EVER!, going to be in a position to ask for support from those organizations.
Wow! Did I just say that out loud? That is the fine line that most non-profit organizations -- well, people -- find themselves toeing in the crazy world of public administration. For more on this discussion, check out this recent entry on "censorship" on Social Media Today: socialmediatoday.com
Bottom line:
- find your organization's voice in social media as a way to expand your mission
- be knowledgeable about the parameters and liabilities of the media tools
- leverage the spirit of the media to its unique potential
- but remember that you are the brand when it comes to social media!
Monday, March 16, 2009
help! i'm on twitter, but i don't know what to do!
The title of this blog is an actual question that came via email last night!
Over the past month Twitter has gone from "broad niche" (which is usually when I get involved in things!) to "everywhere"!
I started Twittering on January 20th, both personally (@janetfrasier) and for the Museum (@UMNH). I started because I wanted to hear what what going on, and have spent the past two months “finding my voice”, both in my personal Twitter network and that of the Museum
As I've said before, my first questions of anyone wanting help venturing into any form of social media is:
Social media is a potentially powerful tool to provide public individuals and institutions a way to become personal — allows us to take people behind the entrance gate, the admissions desk, the exhibits, the platform, the public persona, the prepared speech, the edited column, the final broadcast. At least this is my instinct. Time will tell on how “effective” it is.
Corporations and public institutions must NOT use it as a place to deliver the corporate message — that’s boring. That’s NOT personal. That’s an insult to me. In the world of social media it is really, really, really easy to “stop following”, so if you are irrelevant, well “Click”!
Twitter Tips, Tools, Status — they send out a lot (too much, but about every 2 – 3 days they send a link that it is really informative. They comb blogs, etc. so it is an easier way to find information about Twitter (there was one directed to new users from a couple of weeks ago that I will find for you...)
I’m in Twitter primarily to (a) build local connections to the Museum, (b) to learn the “ju-ju” on how young mothers (my target audience to “get into the Museum today!”) are using it and (c) to track how other museums, museum professionals, tourism destinations, etc. are using it.
If you are a NPR fan, follow @nprscottsimon. I like the way he is using it, enjoy listening to the Saturday morning broadcast having a feeling of knowing the back story. Note: pay attention to how the Twitter experience makes you FEEL...I think developing your own personal instinct is important in helping you answer the “what is the job here” questions.
There are other things to consider:
Over the past month Twitter has gone from "broad niche" (which is usually when I get involved in things!) to "everywhere"!
I started Twittering on January 20th, both personally (@janetfrasier) and for the Museum (@UMNH). I started because I wanted to hear what what going on, and have spent the past two months “finding my voice”, both in my personal Twitter network and that of the Museum
As I've said before, my first questions of anyone wanting help venturing into any form of social media is:
- What is it you are trying to accomplish??
- Why are you doing this particular tool or network?
- With whom are you trying to connect??
Social media is a potentially powerful tool to provide public individuals and institutions a way to become personal — allows us to take people behind the entrance gate, the admissions desk, the exhibits, the platform, the public persona, the prepared speech, the edited column, the final broadcast. At least this is my instinct. Time will tell on how “effective” it is.
Corporations and public institutions must NOT use it as a place to deliver the corporate message — that’s boring. That’s NOT personal. That’s an insult to me. In the world of social media it is really, really, really easy to “stop following”, so if you are irrelevant, well “Click”!
Twitter Tips, Tools, Status — they send out a lot (too much, but about every 2 – 3 days they send a link that it is really informative. They comb blogs, etc. so it is an easier way to find information about Twitter (there was one directed to new users from a couple of weeks ago that I will find for you...)
I’m in Twitter primarily to (a) build local connections to the Museum, (b) to learn the “ju-ju” on how young mothers (my target audience to “get into the Museum today!”) are using it and (c) to track how other museums, museum professionals, tourism destinations, etc. are using it.
If you are a NPR fan, follow @nprscottsimon. I like the way he is using it, enjoy listening to the Saturday morning broadcast having a feeling of knowing the back story. Note: pay attention to how the Twitter experience makes you FEEL...I think developing your own personal instinct is important in helping you answer the “what is the job here” questions.
There are other things to consider:
- How are YOU accessing/checking/interacting with Twitter — desktop computer vs. handheld? How are your users most-likely checking it? The fact that I use an iPhone has shaped the way that I send info from the Museum. I don't like having to link to other sites for the info -- I want it all there in the 140 characters! I want the instant gratification of the Tweet without having to go further! Occassionally something is so intriguing to me that I'll check it from the iPhone (slow but okay if I have time), or will check later from my desktop.
- There are many, many, many third party tools that enable you to manage your Tweets — particularly good if you are managing multiple account. I use HootSuite.com, which I’ve been happy with so far. The amazing thing about this space is the rapid product development! I’ve been tweeting for 8 weeks and HootSuite has already done 2 or 3 major product revisions that have made it easier to use!
- Authenticity — if your client is using this to create a personal connection with constituents, but then has someone tweeting for him, it better not show!! Everyone accepts that President Obama is not really emailing, tweeting or messaging me in Facebook. But don't insult us! I recently read an example of John Edwards sending out a tweet right before a debate: he was ON CAMERA as the debate was warming up, hands FIRMLY and VISIBLY on the podium, and a tweet went out to followers — from him. Not cool in TweetLand!! Phoney. (Think how cool it would have been if you could have seen him tweeting on camera! But that was a different era!!)
- I am finding that my time on Twitter is expanding my network in a few key ways — I’ll share that at another time..
- Don't let anyone tell you "Just hire an 18 year old" to run your Twitter account! It bugs me that professionals of our age and stature leave social and new media “to the 18 year olds”. We must own them for ourselves! Why else would the fast growing demographic be 35+. The 18 yearsolds are doing something else, we need to watch them to be ready for the next thing! But these tools are here to stay, one way or another. I have theories about that too!
What have you learned by having the Museum in Facebook?
I am getting more calls from communications colleagues within non-profit organizations wondering if social media is the place for them. Or, more specifically, how do you get started?
It is a big question, but hopefully this will be an effective way to answer those questions and create dialogue around our shared experiences. There are also many, many people blogging on this every day. Look for links to other knowledgeable resources.
But, my advice on getting started in Facebook:
1. Don’t be afraid of it! Yes, there is some risk, but not any more risk than just being open to the public every day.
2. Know why you are there! What are you trying to achieve, who are you trying to reach, and what are you hoping to learn through your organizations social media strategy. And, more specifically, what are you hoping to achieve, reach & learn through Facebook?
I placed the Museum in Facebook because I wanted to (a) promote museum events outside the Museum’s normal network (b) create a social community around the museum and (c) get people talking/engaged on the many issues we consider to be important at the Museum, especially as we look forward to the future.
On the first one, promoting the museum outside our normal network, we’ve had good initial response. For solid Facebook users, it’s been a great way to both create awareness and attendance to some targeted events. And it's been great to get response and feedback on new programs.
On the creating a social community around the museum, I am amazed at the people who find us and have joined our network. Our fan base is not huge (but I’ve not spent any money promoting it yet) but it is extends across the state and around the world!
One getting people talking, I have found people don’t talk nearly as much online as I expected!! I constantly experiment with the way in which I pose questions, start dialogue, etc. People don’t jump in. Other web resources I read say this is normal and that people are actually looking for expert info/insight (specifically on blogs, not on social networking sites, but...) and prefer to be “voyeurs” vs. participants. I’m not giving up. I’m have some new experiments up my sleeve for the year ahead to see if I can “break the code”.
3. If people DO comment, encourage them!! Respond! Talk back! Given how hard I’m trying to get people to talk, I tend to talk on other sites! I’ve posted a couple of questions on other museum sites, given politicians feedback, and have been amazed how they have not responded!
They should respond if only because it creates more activity/traffic on the social network site ("Janet commented on the Museum's wall" goes out to a network, etc.). So if you go social, then go social. Don’t use it as another one-sided website.
4. Find your voice. While the Museum’s website voice is “friendly, inclusive, scientifically-based and authoritative” the Museum’s Facebook voice strives to be “open, tell us what you think, we are working on this and would like your feedback, I’ve been thinking about this and wonder what you think”....for what it is worth. I use it a place to “try things out with insiders” (even though this audience expands beyond our normal).
5. Oh, and don’t spew out your standard PR info. It sounds false in social networking.
6. Give it time. Spend time to keep it up to date, vital, and active. I do believe that you can't truly identify the answers to #2 (why are you there) can't until you have spent some time figuring it out, finding your voice, building your network, etc.
Give it at least six months of active experimentation. Enter without judgment, experiment, see what works. Tell your boss what you are doing and she’ll probably just be relieved that someone is doing something in an emerging environment that she herself doesn’t understand!
7. Be active yourself in Facebook and encourage your colleagues to do so as well. You will learn a lot from other people. Plus, the partnership opportunities (your organization becoming a fan of others) help create the buzz.
Last summer, I heard there were 200,000 Facebook users in Utah. I have heard recently that there are 175,000 just in SLC Metro now — I figure my time is well-spent as that number is only going to grow. I’m pretty convinced that, while Facebook may change/go away, social networking, this way of connecting with people and this way of finding things out, is going to become a natural part of life. At least that’s my bet!
It is a big question, but hopefully this will be an effective way to answer those questions and create dialogue around our shared experiences. There are also many, many people blogging on this every day. Look for links to other knowledgeable resources.
But, my advice on getting started in Facebook:
1. Don’t be afraid of it! Yes, there is some risk, but not any more risk than just being open to the public every day.
2. Know why you are there! What are you trying to achieve, who are you trying to reach, and what are you hoping to learn through your organizations social media strategy. And, more specifically, what are you hoping to achieve, reach & learn through Facebook?
I placed the Museum in Facebook because I wanted to (a) promote museum events outside the Museum’s normal network (b) create a social community around the museum and (c) get people talking/engaged on the many issues we consider to be important at the Museum, especially as we look forward to the future.
On the first one, promoting the museum outside our normal network, we’ve had good initial response. For solid Facebook users, it’s been a great way to both create awareness and attendance to some targeted events. And it's been great to get response and feedback on new programs.
On the creating a social community around the museum, I am amazed at the people who find us and have joined our network. Our fan base is not huge (but I’ve not spent any money promoting it yet) but it is extends across the state and around the world!
One getting people talking, I have found people don’t talk nearly as much online as I expected!! I constantly experiment with the way in which I pose questions, start dialogue, etc. People don’t jump in. Other web resources I read say this is normal and that people are actually looking for expert info/insight (specifically on blogs, not on social networking sites, but...) and prefer to be “voyeurs” vs. participants. I’m not giving up. I’m have some new experiments up my sleeve for the year ahead to see if I can “break the code”.
3. If people DO comment, encourage them!! Respond! Talk back! Given how hard I’m trying to get people to talk, I tend to talk on other sites! I’ve posted a couple of questions on other museum sites, given politicians feedback, and have been amazed how they have not responded!
They should respond if only because it creates more activity/traffic on the social network site ("Janet commented on the Museum's wall" goes out to a network, etc.). So if you go social, then go social. Don’t use it as another one-sided website.
4. Find your voice. While the Museum’s website voice is “friendly, inclusive, scientifically-based and authoritative” the Museum’s Facebook voice strives to be “open, tell us what you think, we are working on this and would like your feedback, I’ve been thinking about this and wonder what you think”....for what it is worth. I use it a place to “try things out with insiders” (even though this audience expands beyond our normal).
5. Oh, and don’t spew out your standard PR info. It sounds false in social networking.
6. Give it time. Spend time to keep it up to date, vital, and active. I do believe that you can't truly identify the answers to #2 (why are you there) can't until you have spent some time figuring it out, finding your voice, building your network, etc.
Give it at least six months of active experimentation. Enter without judgment, experiment, see what works. Tell your boss what you are doing and she’ll probably just be relieved that someone is doing something in an emerging environment that she herself doesn’t understand!
7. Be active yourself in Facebook and encourage your colleagues to do so as well. You will learn a lot from other people. Plus, the partnership opportunities (your organization becoming a fan of others) help create the buzz.
Last summer, I heard there were 200,000 Facebook users in Utah. I have heard recently that there are 175,000 just in SLC Metro now — I figure my time is well-spent as that number is only going to grow. I’m pretty convinced that, while Facebook may change/go away, social networking, this way of connecting with people and this way of finding things out, is going to become a natural part of life. At least that’s my bet!
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