Category: social media

Social Media Planning and Evaluation for NGOs

I’ve been co-designing and c0-facilitating a number of workshops for the CGIAR and FAO over the past few years about knowledge sharing, and more recently, this phenomenon people call “social media.” Part of this work has been to  comb through resources and create some launch pads that are relevant to NGOs and non profits. I thought I’d share a few of them on this blog.  I’ve edited this one a bit more since the first writing.

Over time, most of this material will also be added to the every growing “KS Toolkit,” another collaborative resource I’ve pointed to frequently.

Simone Staiger, my frequent collaborator in these efforts, pointed out this quote and URL from Margaret Wheatley that is a good kick off for the topic.

In nature, change never happens as a result of top-down, pre-conceived strategic plans, or from the mandate of any single individual or boss. Change begins as local actions spring up simultaneously in many different areas. If these changes remain disconnected, nothing happens beyond each locale. However, when they become connected, local actions can emerge as a powerful system with influence at a more global or comprehensive level. (Global here means a larger scale, not necessarily the entire planet.)

A wordle from Beth KanterSocial Media Strategy Planning & Measurement – What’s Working?

As people responsible for getting things done in your organization, you know the value of having a clear strategy and a way of evaluating if your strategy is working. With social media,  however, strategy is a compass, not a map, because it is a fast changing territory.

This topic is designed to give you some tools and ideas for including social media appropriately in your overall  organizational strategic plan and to measure its effectiveness.

Strategic Social Media Planning

You might want to look at the very useful “Social Media Strategic Planning Worksheet: from WE ARE MEDIA. Like any good communications strategic planning, social media strategy takes into consideration goals and target audiences AND the technology implications. This is the fundamental part that most of us are familiar with.

Bill Anderson (in a comment on this post, which was so good I’m editing it into the post) wrote:

I have three engineering like questions to add to the list that come directly from the late Neil Postman.

From an engineering perspective any technology, be it a tool, software, or processes and procedures, or new work practices, is a solution. Whenever considering adopting a solution consider asking the following three questions.

(1) What problem will it solve?
(2) Whose problem is it?
(3) What new problems are likely to arise by adopting it?

These three simple questions help me clarify my (sometimes hidden) assumptions about what I’m doing and why I think a particular technology is useful. I think they complement the set of questions you suggest in this post.

While it might be easy to say most of your constituents are not even online, some of your strategic audiences may be, such as funders, researchers and policy makers. So scan your audiences and look for possibilities.

Social media, however, is like a river you swim in. It is always flowing past, sometimes carrying us along, sometimes dumping us on the rocks of the shore. It is important to think iteratively of your strategy so you can adjust to changing conditions.   The advice  is to experiment often, fail quickly and learn, learn, learn to allow you to adapt your strategy. Think in 6 weeks or 6 months, not 3 year cycles. Keep an eye on the goal, but but ready to switch how you get to it.

Social Media Policies

Often people’s first questions are “how do we manage and control this stuff?” Organizations working with limited bandwidth want to block applications to prioritize internet use. Organizations working in more conservative parts of the world worry about what people will access if they start using web based tools.  The first thing to know here is that you can’t control all of this. So building on your core values and developing agreements is a sound strategy.

Some organizations find having a social media policy useful — as long as the policy doesn’t squash the initiatives right from the start! Always try and look at policies from two perspectives: control and emergence. Too much control and  you will miss the innovation and inventiveness that is a core benefit of social media.

Here are two articles that you might find helpful from IBM:

And a few more if you like to read…

What we have observed is that NGOs have been slower to consider their policies. This can be an advantage to the early innovators (few barriers) but may cause worry as leadership, not familiar with social media themselves,   want to overreact rather than thoughtfully consider policy.

Work Iteratively – Measure as You Go

The good thing about using social media is it is fairly simple to experiment, iterate or throw out an experiment that is not working for you. Think small, frequent experiments and low risk, rather than trying to build “the perfect system” and over investing in any one thing until you understand the value. For example, you may try a blog as an alternative to a traditional email newsletter. Track how many times a blog post has been viewed (using your blog software or a tool like Google Analytics). See how many comments you get when you post entries that specifically ask for feedback. (People are more likely to respond to open ended questions rather than traditional press releases!). Do a search to see who has linked to that post? (Do you know how to do this on Google, Yahoo or Microsoft search? What about the new Bing.com?)

These are examples of  using quantitative metrics. For a great list of more metrics you might consider, see Rachel Happe’s blog post on Social Media Metrics. See what blog posts are more read and then start adjusting your posting style. Some people call this “social listening.” In the early phases of using social media, you are trying things out and “listening” for the response as indicated by page views, links, responses or even action by your target audience. To read more about this, check out Beth Kanter’s blog post about evaluating first projects.

Qualitative Evaluation

There is more than quantitative metrics for evaluating your social media ROI. As you know, communications is as much a qualitative thing as a quantitative thing. Some things are intangible. Like a funder reading a blog post that told the STORY of some work and begins to engage more deeply to support the project. Or the people who start following the messages you send out on Twitter and gain a deeper appreciation for food and hunger in the world and start making small changes in their own lives. These things require a deeper listening – finding stories, doing interviews with people from your target audience. For more on this, here is another blog post from Beth Kanter.

As you get a sense of how social media is helping you achieve your communications strategy, you can begin to fold social media evaluation into your overall communications evaluation work. Keep what is working. Adjust the things that might be working. Stop doing the things that aren’t working. Just a note on this. Sometimes it takes both experimentation and time to find out if something is working. So don’t give up too quickly.

Examples of social media evaluation efforts:

Questions:

  • What communications objective do you want to try and support with social media?
  • Do you want or need to have a social media policy?
  • What are the benefits, both tangible and intangible, that a social media strategy might offer? What value does our social media strategy provide to our organization or stakeholders?
  • What type of quantitative and qualitative information do we need to track to measure our success or learn how to improve our social media strategy?

Additional Resources:

Simon Hearn on Online Community Facilitation

simonI was going to say “online community management” in the title, because I know that is a hot search term, but I just could not do it. What Simon Hearn of the Overseas Development Institute (ODI) does for his community of Outcome Mapping practitioners is facilitation, management, technology stewardship and plain old leadership. A couple of months ago Simon and I got on Skype to learn more about Simon’s community facilitation and stewardship work. Take  a listen (about 27 minutes  – it was too good to stop him) and hear the story of the Outcome Mapping Community, how Simon  fosters participation and stewardship for and by the community.

27 Minutes With Simon Hearn (MP3)

As background, here is Simon’s bio from the ODI site:

Simon joined RAPID in July 2007 as the Research Officer for knowledge and learning. His main responsibility is the coordination, facilitation, and development of the Outcome Mapping Learning Community – a global group of advocates, trainers, specialists and users of Outcome Mapping. He is also involved in research, capacity building and advisory work around policy influencing strategies, monitoring and learning, communities of practice, networks and the use of social media and online communications. Prior to joining ODI, he worked as a research assistant at Gamos Ltd, a consultancy specialising in information and communication for development. He has a BSc in Astrophysics and an MSc is Biomedical Engineering.

Productive Strategies for Using Information Streams in Development

nullJon Thompson pointed me to a very interesting social media project at the World Food Programme, CipCip. Here is a brief bit about it.

The Life of a Project Called “Deliver”: CipCip: It is not what you do, but who you do it with
Long gone are the times where you put a knowledgeable person somewhere and she or he could do the job. Our work has become so complex, time-critical and crucial to saving lives that “collaboration” with others has become a must. Not only with external parties like donors, government counterparts and other NGOs/UN agencies but also internally within the organisation.

“Information” is a key part of the collaboration. Accessing and sharing information a must.

And data is everywhere. From corporate servers, to Access databases in field offices, to Excel spreadsheets somewhere on individual computers. There is not one bit of information that exists, which is not in a digital form, apart from the feeling of the sand between your toes on a romantic summer evening.

The data exists. But is hardly made accessible let alone shared.

With the DELIVER project we aim to make the information, essential for moving 4.7 million tons of food annually, available to all those who need it. And more.

One of the key goals of DELIVER is the collection, analysis, storage and dispatch of time critical information, generated by systems, people or by public sources.

This is a cool project and reminds me of some other efforts that are swirling around as people in NGOs/NPOs seek to understand a strategic application of social media. Look at the cool work that Tracker is doing. There is this liberating idea that no one organization or person is the central source of information. They key is capturing useful information into a flow, then use the intelligence of the associated community to pull out key stuff and connections with people who can tell more or act on the ‘stuff.’

We talk about overwhelm. It is reality now. So schemes to swim productively in the overwhelm in a strategic matter should be our focus.

What is your scheme? (Or is that the wrong word?) 😉

Update: Digital Habitats Presentation Recording

Thanks to Jeff Lebow, there is a recording, synched to my slides, of Friday’s presentation as part of Webheads in Action Online unConvergence. Sweet! I have also copied in the text with some of the slides below. I also learned the slide set on Slideshare was featured today! Fun!

Notes:

  • Slide 5 : These roles and practices create the conditions that enable people to….
  • Slide 6: This activity comes out of a chapter in our book that looks at the activity orientations of communities of practice and how this might drive both the technology stewardship and the overall community nurturing and leadership activities. In this context, we are using it to explore the application of social media to a particular goal you might have.
  • Slide 7: In our research of CoPs we noticed 9 general patterns of activities that characterized a community’s orientation. Most had a mix, but some were more prominent in every case.Image: Wenger, White and Smith, 2007
  • Slide 8: Before you do the Spidergram exercise, read through the orientations and think of some examples from a number of contexts. I’ll offer two examples as well in subsequent slides.
  • Slide 9: Here is an example drawn from the book “Red-Tails in Love: Pale Male’s Story — A True Wildlife Drama in Central Park” by Marie Winn. Vintage Books, 2005. The book tells of a community of bird watchers in Central Park and exquisitely describes their practices. This is a predominantly face to face group that might use some social media, but not as their central way of interacting. They are a large, diverse group, but tightly geographically bound to Central Park in New York City. They might fill this spidergram differently than I might, but this is just an example! Image: Wenger, White and Smith, 2007
  • Slide 10: KM4Dev (http://www.km4dev.org) is a global network of practitioners interested in knowledge management and knowledge sharing in international development. Over 800 members are subscribed to the email list which had it’s origins in July 2000. It is both a well established but loosely bounded network that interacts primarily online, with once a year meetings that a small subset attend.
  • What was interesting was that these orientations had implications beyond communities. They could be a useful analysis, diagnostic and measurement tool for the application of social media to an organization’s work. What was interesting was that these orientations had implications beyond communities. They could be a useful analysis, diagnostic and measurement tool for the application of social media to an organization’s work.
  • Slide 12: You can see how different groups have different priorities. It is a bit like a community activity “finger print.” The next step is to think about what tools support the different orientations.
  • Slide 13: Here are some examples of social media tools that support the orientations. Keep in mind that while a tool may have been designed for a specific purpose, people regularly and imaginatively use them in different ways.
  • Slide 14: A tech steward may be called upon to make sense of all the offerings of the market, scanning and selecting for her community. They start paying attention to working with the tensions between the individual and the group, synch and asynch group, interacting and publishing. Image credit: Wenger, White and Smith
  • Slide 15: Sliders – as we think about how we pick, design and deploy technology, what sort of intentionality do we want with respect to these tensions? More importantly, how do we use them as ways to track our community’s health, make adjustments in both technology and practice.
  • Slide 16: What would your Spidergram look like? Think of a specific group or project that you want to explore. What activities do you need to support? Which are more important than others? Put a mark on the arrow to indicate how important a particular orientation is to your community. The more important the orientation, the further out on the arrow the dot should be placed. Then draw a line between the dots. Clarification: For context, towards the middle means a more inward (private) orientation and towards the outer edge a more public/open orientation.Discuss the spidergram with your group or community. Do they see it differently? Adjust your image to get the fullest view possible. Then, and only then, start thinking about tools. Always start with WHAT you want to do before the HOW!
  • Slide 17: Here is a blank template for you. You can do it in PowerPoint or print it off, do it by hand then scan or take a digital image to share back online with the rest of the group. Put a mark on the arrow to indicate how important a particular orientation is to your community. The more important the orientation, the further out on the arrow the dot should be placed. Then draw a line between the dots. See the next example.
  • Slide 18: Let’s brainstorm some  examples of social media tools that support the orientations. Keep in mind that while a tool may have been designed for a specific purpose, people regularly and imaginatively use them in different ways.

Facilitating Online Curriculum

faconlinetonyI’m thrilled to learn that the great work of Tony Carr and his colleagues at the Centre for Educational Technology, University of Cape Town in South Africa is up and online. They recently  completed the Facilitating Online: a course leaders guide (PDF here.). A few years ago I said to Tony that I really had not done a good job keeping my resources up to date and I wanted to “open source” them but in a way where others would build upon and improve them. Tony took me at my word and grabbed my stuff. He connected with the All Things in Moderation folks in the UK for their frameworks. Then with Shaheeda Jaffer and Jeanne Smuts, they created the guide. Now it is up and available to all of us. Here are the details:

Facilitating Online is a course intended for training educators as online facilitators of fully online and mixed mode courses. The Centre for Educational Technology (CET) produced a Course Leader’s Guide as an Open Educational Resource to assist educators and trainers who wish to implement a course on online facilitation within their institution or across several institutions. The guide contains the course model, week-by-week learning activities, general guidance to the course leader on how to implement and customise the course and specific guidelines on each learning activity.

See Facilitating Online: A guide for course leaders for a pdf version of the course manual as well the specimen course site.

Congratulations Tony. And thanks for keeping it in the accessible, public domain as well. That matters!