Communicating Through Social Media

Communicating Through Social Media
Regina Layug Rosero, Project Coordinator Mulat Pinoy Project, Probe Media Foundation Advocacy Communications Training, June 20, 2013, Tagaytay Inter-Church Organization for Development and Cooperation (ICCO) and Philippine Legislators Committee on Population and Development Foundation, Inc. (PLCPD)
ACTIVITY: Big Picture, Many Pieces

You have 1 minute and 1 sheet of paper. Distribute your paper to the people around you.
You can tear up the paper into as many pieces as you like. You can give the pieces to different people. You can give all the pieces to just one person. You decide how many pieces to give to each person. You can also keep all the paper to yourself.
Tweet us: @mulatpinoy | @PLCPD1989 | @rejjventress
ACTIVITY: Big Picture, Many Pieces

How did you feel
giving your paper to different people? receiving paper from different people? passing on pieces of paper you received to different people? having different colors and sizes of paper?
How long did it take you to distribute all your paper? How do you know where your paper went? How big is your paper? How small? How complete is the picture you now have, made from the pieces of paper you have?
PART 1: The Nature of Social Media
The Nature of Social Media
PC Magazines definition of a social networking site:

A Web site that provides a virtual community for people to share their daily activities with family and friends, or to share their interest in a particular topic, or to increase their circle of acquaintances.
Social media can be a conversation, can broadcast your message to many people, and can be shared and reshared to others: viral, very interactive, many to many.

Conversation One is to One

Traditional Media One is to Many
Social Media Content

articles/blog posts photos/photo essays infographics polls videos/podcasts memes
What is Social Media mainly used for?

Socializing Research Entertainment Sharing Advertising
Online News VS Traditional News
Similar goal: reach more people! TV - ratings Radio - listeners Print - issues/copies Online - website views

Fewer restrictions online, not limited by production problems: airtime, editing, shooting Frequent updates while story is hot Multimedia: Text, images, video, graphics, charts

Lessons from PPI Forum: Who is the reporter? Who is the reader? Whats the difference?
Internet Use: World Stats
Internet Use: World Stats
Social Media and Internet Use in the Philippines

Internet Population Users, ( 2012 Est.) (Year 2000) Internet Users 30-Jun2012 Penetration Facebook Twitter (% Pop) 31-Dec-2012 9-Aug-2012 32.4 % 29,890,900 9,500,000 Philippines 103,775,002 2,000,000 33,600,000
YouTube: January 2012

844 million videos viewed in Philippines Gender Divide: 45.5% females 54.% were males Age Brackets: 44% - 21-30 year old users 11.4% - 18-20 year old users Locations: YouTube were accessed mostly from home (66.7 percent) education institutions (2.2 percent) least popular places for viewing YouTube, possibly due to restrictions implemented on shared computers.
Social Media: Its More Fun in the Philippines

From IntraPromote.com, a digital marketing agency in Singapore:
Filipinos love to create their own videos singing karaoke and share them with friends. Its more fun: Many people uploaded both fun and beautiful photos of Philippines. Even during the monsoon season, Filipinos had a sense of humour; photos displaying people relaxing or swimming on a flooded street were shared online.
Janine Tugonon: One tweet highlighting her appreciation for Gods grace had 575 retweets and 436 favorites.
Pinoy Institutions Online
Pinoy Institutions Online

Ordinary people can communicate with government agencies private institutions and celebrities.
PART 2: Building Relationships Online
How do you get others to disseminate your information?

Who is the reporter? Who is the reader? Find the force multipliers (Maria Ressa)
News websites Celebrities/champions Bloggers Other NGOs
Connecting with news websites
Press releases Press conferences Interviews Features Event coverage
Celebrities can champion your cause

Celebrities are people too Your cause in the limelight
Working with Bloggers

Bloggers VS journalists Independent individuals with a large audience
civilian voice, unattached to official institutions insights and networks that established brands might not have
Blog what you like
Other NGOs as online partners
Common goals Audience: Who are you trying to reach?

Similar demographics? Audiences currently beyond your reach?
Similar language, strategies

PART 3: Successful Online Engagement
The Basics
1. Start with a few social networks: Facebook, Twitter, wherever the people you want to reach actually are. 2. Have a communications plan. 3. Use all opportunities to promote your social media accounts, and vice versa. 4. Hashtags are #important. 5. Update frequently!
What social media can be used for advocacy?

Social Network Facebook Content
Pictures, videos, status, private messages, groups, fan pages, controlled user access
Advantages
Longer messages, photo albums, online voting, events, notes and sharing with specific demographics
Twitter Tumblr, Instagram YouTube
Messages in 140 characters or less, Short messages, easy for direct messages, retweets, hashtags mobile use Photoblogging Video hosting Popular for memes and viral photos Popular for parody videos, TV episodes, music
Scribd
Document sharing
Reports, presentations
Target Audiences
Ask yourself Think about
Who do you want to reach with your content?
Age Gender Language Mindset Where is your target Websites audience? Social networks Geographical location What do you want them to Important message remember most? Action to take New mindset
Strategies
Audience
Legislators
Goals/Opportunities
Providing info about constituents actual needs and opinions Watchdog mechanism, accountability
Other Advocates
Cooperate and share latest developments Encourage participation from similar groups Share audiences: the more, the merrier!
Provide accurate info about important issues Show how big issues affect ordinary people Encourage participation on all levels Educate the decision makers, advocates and parliamentarians of tomorrowTODAY! Encourage advocacy work in their own communities Encourage many small actions to create critical mass
General Public
Youth
Online Tools
Storify Analytics File sharing Email tools

Mailing lists Subscriptions Email notifications
Twibbon
Mulat Pinoy Best Practices

Polls

Action and reaction

Stay true to your personality

Face criticism Haters gonna hate Fans will defend you Manage your trolls with respect and tact
Get their attention. Connect popular events and people with your cause.
Many of the same communication standards apply

What do I want to do? Who do I want to talk to? How should I speak to them? Why should they care?
Ana Santos, Sex and Sensibilities
Social media stories can lead to social change.

Regina Layug Rosero, Project Coordinator Mulat Pinoy Project, Probe Media Foundation
Advocacy Communications Training, June 20, 2013, Tagaytay Inter-Church Organization for Development and Cooperation (ICCO) and Philippine Legislators Committee on Population and Development Foundation, Inc. (PLCPD)

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Communicating Through Social Media

ACTIVITY: Big Picture, Many Pieces

Tweet us: @mulatpinoy | @PLCPD1989 | @rejjventress

ACTIVITY: Big Picture, Many Pieces

Tweet us: @mulatpinoy | @PLCPD1989 | @rejjventress