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....
Saturday, March 21, 2009
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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