5-Part Social Media Process (Amy Sample Ward)

Amy Sample Ward blogs about nonprofit organizations and have distilled the process of moving forward with social media into 5 parts. Don’t let the simplicity of her ideas fool you – these are the foundational building blocks of any social media campaign (or marketing campaign or…) but are so often overlooked.

Her 5 parts are:

1. Audience

2. Resources

3. Success

4. Technology

5. Evaluation

Read what she has to say.

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I Heart PitchEngine

I’ve been using PitchEngine as part of integrated social media campaigns for my clients. We’re all still ramping up to have the multiple elements required for an effective social media release, however, here are some early examples of SMRs I’m working on:

Pick. Click. Give. – http://pitch.pe/2592

Rasmuson Foundation Individual Artist Awards – http://pitch.pe/2507

I feel like the SMRs are a living, breathing organism as we continue to gather the multimedia components and set up the social network and microblog presences to truly make it more effective.

Earlier this year, I wrote about PitchEngine for Web Worker Daily. Here are some excerpts. You can read the entire review as well.

Two years ago, a company called Shift Communications introduced the concept of social media releases that incorporated social networks, microblogs, audio and video elements into text releases. A year later, they expanded their concept to include social media newsrooms, spiffing up the traditional text-heavy online newsroom with more multimedia bells and whistles. PitchEngine is a freemium Web app and hosting service that helps non-techies – and even non-PR-types – to build their own social media releases and social media newsrooms.

PitchEngine is first and foremost for the person who wants to build a social media release but doesn’t have the technical skills. You can create as many brand accounts as you want for free. Brands represent you or your clients and projects.

Building a social media release includes integrating a company’s Twitter account, Facebook, LinkedIn, etc., as well as easily embedding audio and video. The finished product has all the links and elements easily accessible in and around the main press release text. The release is hosted for free for 30 days and then expires and is no longer available which is a suitable duration for an effective PR campaign, however, also an incentive to purchase a subscription for a more permanent social media newsroom.

Sure, the biggie PR wire services will probably step up as competitors to PitchEngine in the near future but they won’t be able to be as social media savvy, nimble nor as affordable as Kintzler’s venture. There has also been a recent backlash regarding using social media for marketing and public relations as there is bound to be with the adoption of any social platform for commercial purposes. The conversation about social media marketing has only just begun.

Are you using social media releases for your campaigns, particularly for social causes? If so, how and where? We’d love to see examples!

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What is a Social Media Marketing Campaign, Really?

pcggreen1I’ve been working in the Last Frontier (Alaska, of course!) using social media to stay connected to my industry (Internet) as well as friends and colleagues in the Lower 48 and worldwide. My company’s latest project is testing the power of social media marketing campaigns to reach highly-targeted audiences.

So what is social media marketing?

I define social media marketing as using online-enabled sites, applications and tools in an integrated way to empower others to share your message. So this could mean everything from uploading videos that others can pass along to having pages on social networks where others can not only “friend” your organization but also encourage their friends to connect.

While a campaign is usually carried out for a set period of time, the reality of the Internet is that once you upload anything, it tends to live on whether you want it to or not. A social media marketing campaign can leave a larger and longer-term footprint than you might think.

Getting Social in Alaska

The campaign I’m working on in Alaska is called Pick. Click. Give. (http://www.pickclickgive.org) and is very region-specific. The call to action is for Alaskans to consider giving to an Alaska nonprofit when they sign up for their Permanent Fund Dividend (http://en.wikipedia.org/wiki/Alaska_Permanent_Fund) in 2009. In case you hadn’t heard while Sarah Palin was on the campaign trail, every Alaskan receives an annual check from the profits of the Alaska oil and gas industry.

Many Alaskans use their PFD to pay bills or to put toward a major purchase such as a new car. The Pick. Click. Give. campaign is trying to not only build awareness of a new way Alaskans can donate while applying for their PFD online but to encourage Alaskans to engage in individual giving.

Will having Pick. Click. Give. on YouTube, mDialog, CauseCast, MySpace, Facebook, LinkedIn, Twitter and other social networking and sharing sites reach the right audience? That remains to be seen.

But by carefully selecting the social media sites, applications and tools for rolling out a campaign online and immediately engaging some of our target audience to participate, we should be able to reach the right people. And all of their friends. And their friends…

What social media campaigns are you working on or do you support?

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Can Social Media be used for Social Good? (Harte of Marketing)

From Beth Harte:

“From what I have seen so far, social media gives non-profits the ability to reach out, spread the word, develop communities, and have conversations in ways that traditional marketing never could─or at least not in a way that wouldn’t potentially eat up an entire year’s marketing budget.”

Read more of what she has to say.

You can also read a profile of her on Social Media Today.

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Social Media For Social Good: Follow Up (Connection Cafe)

Did you miss the webinar “Social Media for Social Good” on Dec 17? Register to receive a recording at: http://www.convio.com/socialgood. Both Emily Riley from Forrester Research and Beth Kanter from Beth’s Blog gave presentations.

Read an interview between James Young at Connetion Cafe and the presenters.

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Social Media for Social Good (The Buzz Bin)

Geoff Livingston will be teaching “Social Media for Social Good” at Georgetown University.

Per Geoff:

Here’s a sneak preview of the syllabus for MPPR-785-01, “Social Media for Social Good,” including the text books…

Social media offers organizations an indispensable tool set for a wide variety of philanthropic activities including activism, education, donor and volunteer development, and direct fundraising. Because of its inherently personal and community-based nature, social media provides an ideal canvas to work within, allowing causes to not just communicate, but also to activate and invigorate significant grassroots activity.

Read more

And here is his class reading list – perfect for anyone looking to better understand the use of social media for social good.

Christopher Locke, Rick Levine, Doc Searls, and David Weinberger, The Cluetrain Manifesto
Seth Godin, Flipping the Funnel, nonprofit edition (eBook)
Charlene Li and Josh Bernoff, Groundswell
Geoff Livingston with Brian Solis, Now Is Gone
Jack Trout and Al Ries, Positioning: The Battle for Your Mind
Ben Rigby, Mobilizing Generation 2.0
Malcolm Gladwell, The Tipping Point
Allison Fine, Momentum

Awesome picks!

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How to Use Social Media for Social Change (Read/Write/Web)

A good summary of some ways social media is being used for social good in 2008 with specific global campaigns cited.

Written by Sarah Perez / May 22, 2008 5:00 AM

Did you participate in the Twit-Out yesterday? Do you even know what that is? To get you up to speed, a handful of Twitter users, fed up with the regular outages of their favorite service, decided to band together to show Twitter some tough love by boycotting the service for a day. (Unfortunately, despite having fewer users on the service, Twitter still went down). However, in light of recent world events, it’s a shame that the cause the tech community has chosen to rally around is that of Twitter’s instability. Aren’t there more important things going on right now?

Instead of watching Twitter’s ups and downs, we the members of the tech community could be using our social media super-powers to make a real difference in the world. We know how to spread news fast, share images and videos, organize our friends, and empower others all by using the same social media tools that we use in our every day lives. Isn’t it time we put them to use towards a good cause? Below are some great examples as to how that can be done.

Read more

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