Social Media Strategy?
To: Communications sub-group - SBCC Summit - Nusa Dua, Indonesia
Hi folks and thanks again to everyone for their efforts to communicate information about the SBCC Summit, with an emphasis at present on registration and abstracts, to your memberships/networks/partners and staff. Thanks also for sending the tracking information on those efforts. We are trying to keep the excel sheet up-to-date so please do keep that information flowing.
As we have commenced the register and submit abstracts phase of the communication strategy, I wanted to add to our considerations and possible actions by raising the issue of the best overall social media strategy for this Summit. Your strategic outline and assessment of the best way(s) forward would be most welcome. I have outlined some starter questions below, but please feel free to contribute as you wish on any theme, not just the questions below. From your inputs I will try to mesh them into a coherent draft strategy for your review.
STARTER QUESTIONS FOR BUILDING AND AGREEING A SOCIAL MEDIA STRATEGY
1. Discrete to Summit or across all of our (and more) platforms? - The perhaps automatic step would be to create new social media spaces specific to the Summit - so the SBCC Summit Facebook page; Twitter account; LinkedIn account; Instagram account, etc. These would be branded and labelled to the Summit and would require management and facilitation. By their very nature, these accounts would of course start from zero content, zero "members" and zero users. What happens to these spaces after the Summit would be an issue. Perhaps the alternative is not to go that route but to adopt a social media strategy based around the existing social media presence of primarily the organisations that are part of the Summit Communications sub-group, but with others (organisations, people attending, etc) welcome to join in. Each of us have social media processes and systems in place. There are significant users. There are signifcant user numbers. If we adopted that strategy then some connective tissue would be required. Perhaps each of us could commit to, for example, retweeting tweets and posts from/to others in the communication sub-group's social media spaces and creating blocks (sorry - is that a Drupal term) that bring in the flow of content identified with the agreed hashtag. I am sure that there are many other ways to do this. Of course one answer is both! But I would suggest that we resist that answer as it doubles the work load and may not resolve the strategic issues. Your thoughts?
2. Reflective or actively facilitated - No matter which choice is made in issue 1 above there is a strategic decision concerning how we all relate to the social media threads that will take place related to the Summit. Whether it is in a discrete social media space specifically created for the Summit or on our own platforms are we going to simply share the posts etc received (direct to the new spaces or through the hashtag identifier on our platforms) or should we play an active facilitation role through for example, highlighting specific posts for further comment; rotating daily themes on specific Summit agenda topics; advance notice of key note speeches and social media coverage of those speeches for comment; allocate priority themes to each of our mandates and priorities (for example GFMD to focus on the media role related to amplifying voices and democracy and governance issues); and so on (there will be lots of issues).
3. Receiving or proactivey reaching out - Again no matter whether the social media strategy is based on creating new social media spaces specific to the Summit or based around our own and others spaces, should that strategy be focused on just receiving those that naturally "come to the party" (eg click the Follow button) or should we be organised as a communications sub-group to reach out to key groups of interest (for example a list of 250 key development agencies or thinkers or funders) with which we will seek to coordinate engagement (each social media space has its own way of doing tbis of course).
Thanks - very much look forward to your responses and comments. Best wishes - Warren
Comments
Summit - Social Media Strategy fleshed out
Hi folks - I have fleshed out the social media strategy for the Summit based on our initial consoderations. Please see below for your review. All comments most welcome. Please note that in parallel, as we had agreement on the core approach, I ahve also shared with others involved in planning the Summit for their input.
What Works? Summit - Social Media Strategy
As there have been a lot of questions lately about the social media strategy for the Summit I wanted to expand on the previous notes about this with a few more details. I have also added below a response to one opportunity/idea discussed at the Steering Committee call this morning.
The status of this is twofold: (a) for further review by the Communications sub-committee as this provides a little more derail on what has already been developed and agreed and (b) for input into that review by people engaged in other Summit committees.
Strategy
The core elements of the strategy are:
1. Unless absolutely necessary (perhaps Instagram for example) we will not create any Summit specific accounts or pages.
2. We will build upon the foundations established by the social media accounts of participants and their organizations.
3. #SBCCSummit will be the connective tissue for all social media related to the Summit.
4. We have checked and been reassured that the conference centre has excellent wifi that can handle large numbers of people online simultaneously.
5. There is an assumption that a high % of the people who will attend the Summit will come with a phone and/or lap top that includes their social media accounts.
6. If there are 1,000 people attending and they each have connections to 500 people combined across their Facebook, Twitter, Instagram, Snapchat, etc accunts then that is 500,000 connections - even before the further proliferations start.
7. From a strategic point of view adopting this approach ensures both overall general coverage through social media and that each person present is engaging the people they wish to engage specific to their contexts and interests.
8. The members of the Communications sub-committee will actively facilitate dialogue and debate from their own accounts - questions, observatons, linkages etc.
9. Participants will be provided with the social media accounts for those Comms Groups members - eg the GFMD Facebook account.
10. Specific to the Summit there will be an advance message to all attending (perhaps 2 weeks in advance) that highlights the following suggestions concerning ways for them to consider shaping their use of social media before, during and after the Summit.
a. At your discretion of course please make sure that you have requested/made social media connections with key people in your context - people you work with, policy makers, funders, technical experts in other fields, etc
b. When sharing social media posts please use the #SBCCSummit.
c. Please like, follow, etc other people who use the #SBCCSummit - this will connect you to others at the Summit.
d. If applicable, please ask the social media “administrators” in your organisation to (a) re-tweet, share etc your social media posts and (b) monitor and follow relevant people (eg those focused on children for UNICEF) who use the #SBCCSummit
e. Please request your organisation to create a block/feature on its web site that streams all posts with the #SBCCSummit - for example Facebook and Twitter blocks for streams of those social media.
f. Please follow the social media presence of the Communications sub-group members (details will be provided)
g. Whilst at the Summit please set yourself a target of 5 social media “posts” per day - preferably more!
h. In particular can we please encourage and support you to include within your social media activity a focus on the following 3 areas. Doing this will make a huge contribution to the overall purpose of this gathering.
- Share specific impact data - for example if you are at a presentation that includes some compelling research data demonstrating the impact of this field of work please tweet, post etc that key data. This is the What Works? Summit!
- Share strategic insights that attract your attention - for example if you are at a session that encourages you to think a little differently about an issue please communicate that insight. What Works? is not just data - it is also strategic thinking.
- Share your assessment of the challenges facing/opportunities available related to progress on the Sustainable Development Goals in the contexts in which you work.
11. Of course there is a lot more that participants can and will share! But the above will really help to amplify the value of this Summit.
12. Social media lends itself to short posts, videos and pics. Just to note that there will also be groups/communities for more in-depth and detailed contributions. More details soon on that aspect of the communications strategy.
13. The ideas around how to use video have crystallized over the past few days with the discussion in the Outputs committee and the Steering Group. In basic outline we are now considering the following:
i. That in addition to the suggestions above we also ask participants who are comfortable using the video on their phones to:
- identify other people at the Summit whose ideas and experiences attract their attention as being potentially valuable for improving their own SBCC work.
- conduct short video interviews with those people (3 to 4 minutes) on the themes that attracted your attention. We may set a target of 3 interviews per person over the course of the Summit(even though that would be 3,000 interviews!).
- upload these video interviews to Facebook with the #SBCCSummit So, they will be shared.
ii. This will provide the raw material that can be used by the Outputs group through an editing process such as PlayGround to make a short video from the Summit should they decide on that output.
14. Please note that we have been informed that there will be no live video of any speeches, presentations or discussions from the Summit. They will be recorded and available post-Summit but now live. Though we asked for this to take place it is not possible at this stage.
Thanks - much appreciate all inputs - Warren
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