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Social media for advocacy and audience
engagement


Sanjana Hattotuwa
TED Fellow
Architect and Curator, Groundviews
Web based social media for civil society advocacy
social media landscape
social media landscape today


        +




                     plus.google.com
youtube alone

• 48 hours of video are uploaded every minute, resulting
  in nearly 8 years of content uploaded every day

• Over 3 billion videos are viewed a day

• Users upload the equivalent of 240,000 full-length films
  every week

• More video is uploaded to YouTube in one month than
  the 3 major US networks created in 60 years
time is your enemy
think of design, style & technology

1. Title: Simple, short, captivating, SEO friendly (issue, region, country, actor) keywords, spend some
   time

2. Post: Use sections, block-quotes, use categories or tags, images and photography (attribute!), link
   to other sites, embed social media, be focussed, add to conversation

3. Other post hooks: Call to action, petition or poll

4. Language: Clear, concise, captivating, challenge creatively

5. Style: Prose and satire to poetry and haiku

6. iOS & Apple: No Flash, publish and design for mobile

7. Strategy: Time publication (and republication on social media, e.g. for SL and US audiences),
   reference older posts and output
think of social media ecosystem

• Think of social media ecosystem and pitch the story accordingly:

  1.Reach: Blog, RSS

  2.Social media: Twitter, Facebook, Google+, MailChimp

  3.Added value: Google Maps, TimeToast, Bundlr or Storify, Wordle, ThinkLink

  4.Tie ins: Picasa, Flickr, YouTube, Vimeo
twitter
leverage social networking twitter
twitter in journalism
twitter in two characters




              @#
twitter as a story
http://groundviews.org/2012/04/18/the-questions-unanswered-by-amb-robert-blake-mapping-us-engagement-in-and-concerns-over-sri-lanka
twitter as a stories
http://groundviews.org/2012/10/01/comprehensive-archive-of-tweets-8-may-to-1-october-2012
#uprlka
http://groundviews.org/2012/11/02/uprlka-complete-tweet-archive-and-related-visualisation-around-sri-lankas-upr-review/
#uprlka
http://groundviews.org/2012/11/02/uprlka-complete-tweet-archive-and-related-visualisation-around-sri-lankas-upr-review/
interactive photos on twitter
http://www.thinglink.com
twitter for newsrooms
facebook
leverage social networking via facebook
1 billion users
more people spend time on facebook
augment reach via facebook
the math of appeal on facebook

Average friends per account: 245
http://www.washingtonpost.com/business/technology/your-facebook-friends-have-more-friends-than-you/
2012/02/03/gIQAuNUlmQ_story.html



Average reach per post: 12%
http://techcrunch.com/2012/02/29/facebook-post-reach-16-friends/
example of social media reach
groundviews.org/2012/04/23/bigoted-monks-and-militant-mobs-is-this-buddhism-in-sri-
lanka-today/
readers across media, under 24 hours

• Facebook : 12% of 426*245 = 12,524 (out of a potential reach of 104,370)

• Twitter : 44*126 = 5,544

• Blog post : 3,991

• Conservative minimum reach of blog post: 22,059 (excluding email, RSS)
create a facebook page
read facebook resources for media
complement & connect
google maps, flickr, timelines
youtube, vimeo
example of photography & narration
http://www.movingimages.asia
instagram usually
http://http://instagram.com
example of instagram for activism
http://dronestagram.tumblr.com
example of web based graphic novel
http://www.thevanni.co.uk/preview
example of art extended to web
http://www.mediated.asia
Google+ for bearing witness
https://plus.google.com/b/117124916481968297941/117124916481968297941/about
engaging timelines
http://timeline.verite.co/#
example of timeline on llrc
http://groundviews.org/2012/08/03/sri-lankas-llrc-a-timeline-from-inception-to-implementation
bundling social media, adding value through curation
http://www.bundlr.com & http://www.storify.com
word clouds
http://groundviews.org/2010/01/15/visualising-mahinda-chintanaya-2010-the-presidents-
election-manifesto




             Mahinda Rajapaksa                              Sarath Fonseka
use email for greater retention
http://mailchimp.com
use photography for attention
http://www.movingimages.asia
use blogs to reflect & engage
http://census2012.wordpress.com
use art to showcase
http://census2012.wordpress.com
use writing to showcase
http://srilanka16days.wordpress.com
use videos to showcase
http://womenandmediablog.wordpress.com/2011/08/22/wmc-short-film-competition-2009-winners
use google moderator to ideate
http://www.google.com/moderator/#16/e=1ef771
create an app for greater reach
http://www.theappbuilder.com
take home
take home

• Think beyond text. Online is not print.


• Think beyond prose. Online can be satire, verse, haiku!


• Think of photos, audio, video. Rich media tells stories, adds context.


• Think of crowd-sourcing & open journalism - the audience are the producers.


• Don’t suggest you know everything. Use the community to add value to story.


• Link to other stories online, they add value.


• Use new platforms to connect, deliver, archive, present.
Thank you
 sanjanah@gmail.com

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