eadvocacy: Basics, Best Practices and New Tools Social Networks
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1 eadvocacy: Basics, Best Practices and New Tools Social Networks These training materials have been prepared by Aspiration in partnership with Radical Designs and ScoutSeven Funded by the ZeroDivide Foundation These materials are distributed under a Creative Commons license: Attribution-ShareAlike 3.0
2 Learning Goals Define Social Network (SN) Enumerate key SN features Compare the most popular SN sites Discuss potential uses of Social Networks Consider an SN success story Explain simple publishing strategy Learn appropriate reliance on external sites Gain awareness of privacy concerns with SN's
3 Social Networks What are they? Online communities with new models for connecting and collaborating The latest fad (but with some staying power) Alternative communication channel to A venue for specialized audiences A dangerous precedent, both in terms of privacy and control
4 Social Networks - Examples Facebook Popular with young adults, fast growing Myspace More targeted at teens; owned by Murdoch LinkedIn For professional networking, less social Change.org Networking around progressive issues
5 How Do They Work? Establish an account: Sign Up/By Invitation Provide as much personal data as you're willing Everyone can see your basic data (name/pic) You friend other members to build your SN Online handshake confirms you know each other Friends can see your full profile, interact You can then send messages and engage with your network
6 Social Networks Basic features User profile Search system to find friends, and link to them Messages between friends (distinct from ) Status message, which is pushed to all friends Picture and video sharing Group and event capabilities
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9 How Do They Work? Social Knowledge Aggregation Find out what your friends and their friends are thinking/doing/reading/watching/friending Why should you care? Leverage supporter's networks to promote your goals, raise awareness and strengthen brand Many people are using it for primary communication medium, instead of
10 Success Story In early 2008, Students for Free Tibet raised 35% of their annual budget in Facebook Causes Challenge Core SFT staff and allies spammed their networks, drove lots of new Facebook signups Additional Outcomes Extreme boost to visibility for org and issue Newfound communication channel
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13 Simple Publishing Strategy Establish Facebook and/or MySpace pages Which ones depends on audiences Post core mission and contact info Republish key web content Events and volunteer opportunities Action alerts and breaking news Goal: publish stuff people will pass on Drive extended networks to your own site
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15 Social Network Infrastructure SN identities are becoming domain-like More MySpace accounts existed in 2007 than domain names (100m vs 97m) BUT you don't control the infrastructure Treat SN's as secondary : They can go away Attempt to steer friends to web site, mailing list Substantial turnover: Facebook today, but... Remember Friendster?
16 Content-Centric Networks Networking around media types Flickr pictures YouTube et al videos Digg et al bookmarks/links
17 Content-Centric Networks Enable tactics to engage your base Supporters upload and tag pix from events/campaign Flickr, Picasa, Facebook group, etc. Upload video and have supporters propagate YouTube, Blip.TV, hub.witness.org, etc. Post important pages and have supporters digg Digg, del.icio.us, Reddit, Furl, etc.
18 Privacy Social Networks are not benevolent offerings They want as much data as possible on you Rupert Murdoch bought MySpace for a reason Be mindful of what you post in these venues Treat it as a permanent record Consider the privacy of your friends/allies It's not just your data you're playing with Consider the Facebook purchases story
19 Summary Defined Social Network Compared popular SN sites Enumerated key features Discussed potential uses of Social Networks Considered simple publishing strategy Learned risks of reliance on external sites Contrasted social vs content-driven SN's Raised awareness of privacy issues with SN's
20 End Of Section Questions? Comments? Thank You! These training materials have been prepared by Aspiration in partnership with Radical Designs Funded by the ZeroDivide Foundation These materials are distributed under a Creative Commons license: Attribution-ShareAlike 3.0
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