Download Slides: ag program.pdf

The presentation takes you through my Principles for Effective Social Media with examples from the audience and others. Each principle is also illustrated with some practical and tactical advice that ladders up to strategy. The principles cover strategy, learning, capacity, and organizational culture.
My opening framework breaks down the strategy into strategy blocks. These incremental chunks that can be laddered up to program or communications goals. I urge people to think of the chunks and then the tools. The point I make over and over is that you begin slowly with small steps and build up to your capacity level. This is the crawl, walk, run, and fly approach used by NASA and later by Obama.

Farmers and Social Media

Follow Farmer on Twitter
Database of Farmers on Twitter - Searchable, Lists Journalists
Farmer Haley on Twitter, Analysis of Twitter influence on KloutAgChat Foundation teaching social media skills to Farmers to tell their story
RayLin Diary
Social Media Guide to Food/Ag Agencies Social Media Channels

Hashtags on Twitter on agriculture and food sustainability

We covered four principles:

Use listening techniques to develop a deep understanding of the audience
Organizations must begin with listening, but an integrated listening channel that includes social media and traditional marketing channels. I cover a couple techniques and tools using participants as an example to illustrate that keywords are king. And, of course, many of the listening tools like Radian 6 or free ones like Social Mention allow you export your listening streams into excel spreadsheets!

Use conversation starters to engage your target audience.
The most important thing for nonprofits is to shift from messaging to conversation starters based on listening.
Identify influencers on social media spaces and cultivate them
Example: Northern California ACLU social network analysis of their followers on Twitter.
I introduce a couple of basic social network analysis concepts and how they apply to an organization’s friends, fans, and followers on social media sites. I also mention other tools like Friend or Follow or NodeXL both of which make influencer analysis more efficient with the ability to export the data into an excel spreadsheet.

Make sure your content has a social life
This point is about making sure you are thinking about your web site content and social media outposts in an integrated content strategy. Also, the way people are consuming content is changing because of social media. We can no longer think of our web sites as the one stop destination to get the whole context. People are more likely to stumble upon content in small chunks via their friends on social networks. This changes how nonprofits need to think about web social content strategy and how to make it efficient.
Sustainable Social Media