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An introduction to social media

By Lasa Information Systems Team

Many third sector organisations are actively exploring social media, from dipping their toes into the water to jumping in at the deep end. This article introduces the basics of what social media is, why your organisation should consider using social media, and signposts resources to get you started on planning a social media strategy.

Defining social media

‘Social media‘ is the term commonly given to websites and online tools which allow users to interact with each other in some way – by sharing information, opinions, knowledge and interests.  

Social media encompasses a number of different types, and these are some of the most common to look out for:

Social networks

Social networks are platforms which allow users to interact with each other and create personal profiles.  Social networks involves building communities or networks, encouraging participation, sharing content through text, video or photo.  Examples of social networking sites include facebook, LinkedIn, bebo, MySpace

Blogs/Microblogs

Blog platforms, like Wordpress and Blogger, are great way of posting news and information to a community because they usually allow readers to post comments or add to an article.  Micro blogging – like Twitter - is a more recent phenomenon allowing users to post very short text posts on a regular basis.  Twitter is reckoned to have almost 4 million UK users.

Content sharing

Sites such as flickr, YouTube allow users to upload and share videos and photos.  Youtube accounts for about 20% of UK visits to social networking sites.

Social book-marking

Sites like del.icio.us, Digg, StumbleUpon, and Reddit allow users to bookmark and share websites with friends and colleagues.

Six good reasons to use social media

The growing popularity of social media has attracted the attention of organisations as it has opened up new opportunities for communication, collaboration, engaging with stakeholders and telling the story of the good work your organisation does.

1. Tell your story

Good content is everything and your organisation can rise above the background noise by having something positive to say about the difference it makes to local communities.  Give funders and decision-makers interesting real-life stories, not reams of stats, to show impact.

2. Reach new audiences

 Social media has the reach to spread your message far and wide.  As of writing, Facebook has 28 million active UK users and accounts for over half of all visits to social networking sites in the UK.

3. Good content needs a social media plan

Be strategic about choosing your message and identfying the right tools - Twitter, Facebook, blogs or video -  to reach your chosen audience.  This handy social media planning guide (PDF 188 KB) from the ICT Champions will get you started.

4. Deepening relationships, collaborations and engaging stakeholders

With funding down and mergers and collaborations high on the agenda, resist the urge to batten down the hatches because you need to make friends, get people on your side and look at new ways of working together.  Use tools like Twitter to make sure you're a part of the conversation and to generate buzz about what you do.

5. Use online videos to tell your story

Video is immediate and tells your story to funders better than a chunky report.  Funders want to know what difference you make and some of the most effective videos feature beneficiaries talking about the positive impact a project has had on them.  Using the camera built into a mobile or low cost flip cameras keeps the cost down and adds an edge of authenticity.

6. Use analytics to make the case for using social media

Explaining social media to the unconvinced members of senior management and your board can be a hard sell.  Use analytics, such as number of subscribers or followers, to demonstrate the increased reach and effectiveness of your message.

Next steps

Here are some things you can do to get started with social media in your organisation.

• Investigate different social media platforms as an individual (join Twitter, Facebook, LinkedIn, navcaboodle etc.) and get a feel for how they work;
• Download the social media planning guide (PDF 188 KB) – this provides a framework for applying social media to your organisation and the work it does;
• Look at how other organisations in the same field are using social media for their campaigns.  Does it engage you?
• Use social media responsibly - read the Social Media Guidelines. 

More resources

Leah Williams’ slides –Women’s Resource Centre – our journey into social media

Learn how social media can work for your organisation - play the social media communications game