Community Media Workshop
Social Media Strategy: The Secret Sauce

Opening Questions

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Take Aways

  • Start with listening seeing if anything is being said and where the issues are being discussed
  • Middle/Executive managers - don't get approval for every sentence. Ask the person you are managing - prepare a short-list of items to twitter and this eased the senior management - freedom to do that
  • Ask interns to submit some ideas - speed is the issue - want it to be timely and fast - the interns don't always use common sense
  • Need to engage with other blogs who writing about what we're writing about - take the time to read the blogs and comment
  • Be a part of the blogging
  • Remember to measure and reflect - moving quickly from one thing to the next - we are learning as we go - reflection time and process what worked
  • Highlight internally some of the failures - not in an embarassing way - management understands that you need a strategy - not just go out there
  • Take a step back and ouline objectives and goals - where to get feet wet - adjust our objectives
  • Don't just use page views as solidarity
  • A teachable moment is a better F word!
  • The community will self-correct - fear - something bad - community will self-correct
  • Social networking - one aspect from one department to another - may not be marketing and fundraising or membership
  • Need to look at resources and stories from other resources
  • How do you balance expert with level playing fields?


Beth's Listening Wiki

Beth's Blog Posts
Work Flow
Research Snippets
Birthday Campaigns

Other Resources


David Aramno

KD Paine

Blog posts by participants
Hot Potato
Marc van Bree


  • Twitter/Youtube Channel: Bigger Ear - hear more and better
  • Listen to RSS feeds - but not sure how to engage - need to find where the audience is
  • Haphazard listening - how to make it more wholistic
  • Using google alerts - more formal listening process
  • How to get started listening - attract a younger demographic
  • Spread out the listening - how to do it collectively - how to get a filtered version - How get different people to touch the elephant
  • Ongoing listening - beyond our brand but as a community focus group
  • How to listen business to business, policy makers and advocates -
  • Live active searches in Twitter - very helpful
  • Strategic listening - how you do focus on keywords - not necessarily your organization - and engage - how to look at them
  • Policy advocacy think tank - good listener in traditional models and how to listen de-limited way
  • Fair Weather listener - how to sustain listening
  • Who do I listen to first, how much time? We're a convener - listen to the policy makers