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What The heck Is Social Media?

This document discusses social media and provides examples of how organizations are using social media. It begins with definitions of social media and reasons for using social media such as increasing collaboration and improving communication. It then provides statistics on social media usage by age group and demographics. Examples are given of how government agencies like FEMA and NIH are using social media for initiatives like raising awareness and sharing health information. The document concludes with a case study of how the Department of Homeland Security uses an internal social media platform called IdeaFactory to engage employees.

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What The Heck IsSocial Media?Robert M. FordJefferson Awards for Public Servicer.ford@jeffersonawards.org Twitter: fordrm
Soundfamiliar?
Social Media: A definition“Online applications, platforms and media which aim to facilitate interaction, collaboration and the sharing of content.”or two“Social media is people having conversations online.”
Why Social Media?Increase collaboration between team membersImprove communication efficiency and effectivenessRetain intellectualcapitalFoster communityRecruittalentDrive innovation
16%36%17%24%68%28%Publish a blogPublish your own web pagesUpload video you createdUpload audio/music you createdWrite articles or stories & postCreatorsPost ratings / reviews Comment on someone else’s blogContribute to online forumsContribute to / edit wiki articlesCriticsUse RSS feedsAdd “tags” to Web pages or photos“Vote” for web sites onlineCollectorsMaintain profile on social networkVisit social network sitesJoinersRead blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings / reviewsSpectatorsNone of the aboveInactives[Source: Forrester]Who is doing what?[Baby Boomers]
Social Technographics - By Age Group42%31%22%CreatorsCreatorsCreators43%44%37%CriticsCriticsCritics37%29%22%CollectorsCollectorsCollectorsMale65%55%34%JoinersJoinersJoiners86%77%75%SpectatorsSpectatorsSpectators9%14%21%InactivesInactivesInactives18 - 2425 - 3435 - 4436%27%21%CreatorsCreatorsCreators51%40%42%CriticsCriticsCritics23%21%19%CollectorsCollectorsCollectorsFemale78%52%32%JoinersJoinersJoiners77%72%68%SpectatorsSpectatorsSpectators10%19%27%InactivesInactivesInactives6
Social Technographics - By Age Group14%12%CreatorsCreators37%28%CriticsCritics21%12%CollectorsCollectorsMale24%11%JoinersJoiners70%59%SpectatorsSpectators26%38%InactivesInactives45 - 5455+19%27%CreatorsCreators34%40%CriticsCritics13%21%CollectorsCollectorsFemale25%52%JoinersJoiners66%72%SpectatorsSpectators31%19%InactivesInactives7
Who isdoing what?36% of Matures watch and read content created by others43% of Gen Xers read/post on message boards62% of Millenials socialize online27% of Baby Boomers read blogs25% of Gen Xers write a blog
Where are they doing it?
14%78%TrustsAdvertsTrusts RecommendationsWe’re not in Kansas anymore, Toto
OpenHonestAuthenticDialogueSocial Media Mantra
Engage!ParticipateRelinquishControlListenSimple steps to getting started
LinkedIn is your business Rolodex - connecting you to your business network
Facebook is your personal address book - connecting you to your family and friends
Aug ‘08 = 100MM users
Jan ‘09 = 150MM users
Apr ‘09 = 200MM users
35+ users DOUBLED in last 60 daysApril 8, 2009: Facebook Hits 200MM Users15
Facebook Demographics16
Twitter is a virtual water cooler, where you can listen in, and jump into conversations that interest you
Feb 2009 10MM users, globally (700% AGR)4MM users in US (>1000% AGR)Largest demographic is 45-54 year-oldsTwitter Growth18
Examples of how local government can use social mediaTraining Effective communicationsIncident responseStrategic public relationsKnowledge managementRecruiting
Case Study: Department of Homeland Security IdeaFactory Innovate, Collaborate, Succeed
Case Study: Department of Homeland Security Background
Transportation Security Administration (TSA) has a large (50,000+) workforce, distributed across 450 airports and other locations
Issue:
How TSA can engage employees and ensure that every employee has a voice in the way the agency and its operations evolve?
How TSA can collect constant, fresh input and perspectives on improvements?
How TSA can disseminate information about new and existing programs, initiatives, and policies and provide a forum for communication?Case Study: Department of Homeland Security Solution: IdeaFactory
A participatory, collaborative and transparentwebsite that allows TSA employees to develop, promote, and improve innovative ideas
Employees post ideas, and rate and comment on those that interest them, participating in two-way communication with agency leadership, TSA program offices, and each other.
Results:
40 innovative ideas (out of 9,000) have been implemented over the last two years, with more than 25,000 employees visiting the site.
Employees are engaged and have higher morale
Senior Leadership and TSA Program Managers get meaningful input from the workforce and have a reliable communication channel to reach frontline employeesCase Study: Federal Emergency Management AgencyIssue:
Difficulty in raising public awareness