For me, once again, one of the most significant points was that social media is not a new tool for communicating the old way. Folks who get on Facebook or Twitter and simply promote, promote, promote, are often left scratching their heads, wonder why this social media thing isn’t paying off.

As my mom always said, “to have a friend, you have to be a friend”. Promote, yes. But also ask, share, answer, follow, lead, invite, and play.   Here are the slides I used with the nice people in Olympia.

Apparently, many sessions for NPOs present Facebook and Twitter, etc.  as if mere use of these tools is the goal. “Get a fan page on Facebook”; “Use twitter to follow and be followed”.  There seems to be a lack of context that can evolve understanding from merely mechanical to powerfully strategic.

Social media can provide very meaningful enhancement to NPO communications strategy.  However, social media isn’t the strategy. Whether web-based, in person or via printed newsletter, successful communication  still comes from knowing what you want to communicate, with whom, why, and finally, how. If you don’t know that, Facebook isn’t going to help.

I was asked for a quote to frame an upcoming presentation I am making to a community of nonprofits in Washington State. I think it sums it up pretty well:

“Effective communication has always been the key to raising funds, promoting services and engaging with stakeholders. While the evolution of social media has created amazing new opportunities, it has also profoundly changed the way people engage with causes and charities.  In my work with foundations, non-profit organizations and individuals I focus on tangible methods and tactics to achieve mission-based results.  More than an overview of web and social media tools, my presentation will get folks thinking strategically about how they can most effectively connect with clients, supporters and ambassadors in the digital age.

Good nonprofit use of social media is not a whirlwind race to adopt the latest technology. New social media tactics only work within the context of timeless nonprofit objectives; building relationships, organizing events, empowering ambassadors. We need to be  selective and purposeful in the deployment of  the technology and the leveraging of trends to do the things we have always done – listen, support and serve our communities.

I think the most important takeaways were, first, an enhanced understanding that social media is not just another way to be an info provider, but rather tools for multi-directional engagement: Authentic, personal, interactive.

Another question that comes up is “who should do social media for our organization”. My answer? Eventually everyone. Just as we do not have a person to assigned to “do email” for our NPO, social media is best when embraced as a communication tool, not an assignment. Invariably, it is during this discussion that I can literally see the light bulbs going on. Thanks to Robert H. for the nice feedback:

“Thanks again for the brown bag lunch on Twitter.  I’ve gone to other
meetings on social media and just not gotten it.  Yours made it finally
made sense to me and I’ve already opened an account for my NGO and used
it.”

Big appreciation also goes out to our hosts, the Grand Rapids Community Foundation. I love their wonderful, converted “ice house” space; modern amenities surrounded by beautiful original architectural details. And kudos to those who joined in on the presentations; George, Ann and Brooke.

Next week…Ann Puckett (GRCF) is going to enlighten folks with “Google for Grassroots”. Looking forward to that one!

For the interested, my slide show from the first session (Facebook) is on Slideshare. I will work on getting the others (video on the Web & twitter) up there soon!

Really a “fundamentals” workshop, the intent was to spark their imagination and show them tools, tips and first steps. The hardest part was choosing examples. There is so much rich and compelling video content on the web. So I made a concerted effort to show not the fanciest, or the slickest, but rather videos with a simple premise, created and presented clearly, without too much complication.

Sometimes, if I am fortunate, as I am reviewing many NPO video pieces I come across one that touches me in a way that instantly transforms me away from my consultant mindset; and makes me pause. Take it in. Be enveloped. Remember.

Such was the case with this simple & straightforward video from the Alzheimer’s Society in the UK. Roger McGough, the English performance poet, reads ‘A Fine Romance’. It really hit me hard. My father suffered from Alzheimer’s. Therefore my mother, as caretaker, suffered too. I profoundly remember our long distance conversations about the changes: The diminished awareness and capacity of a once fine orator. The disappearance of familiarity. But I also remember my mother’s certainty that a piece of their love transcended the pain of loss.

This video really hit the mark…it was short, it was simple, and it was real. Sure, the reading was by a famed presenter. But it was also devoid of lots of special effects. It wasn’t 10 minutes long. And it wasn’t a video of an Executive Director extolling the virtues of the organization. It got to the heart of the organization’s reason for being. Before the ask. Before the statistics. It resonated with a core emotion in me. It made me think. It made me remember.

And that, is the sweet spot, for video on the web.

I’ll be writing more about the core of the workshop in the coming days, and posting the slide show, but in this blog, I simply wanted to savor the point at which I again, re-experienced the profound power that I am often trying to explain to others.

21 new citizen reporters are featured on The Rapidian promo cards

It’s been one week since the launch of the new “hyper-local” citizen journalism project here in Grand Rapids, MI. Yesterday I submitted my 2nd op-ed piece addressing conversations about our choice to require identity disclosure for folks posting to the site. It’s a very interesting discussion, and I thought it might be helpful to repost it here, too. So…from The Rapidian:

When working with community volunteers to design The Rapidian, we faced some very interesting questions and choices. What should The Rapidian look like? What should it encourage? What should we seek to avoid?

Out of many lengthy discussions arose seven key values for the project: Inclusiveness; Civility; Ethical Reporting; Original Works/Proper Attribution; Open Identity; Cooperative Distribution; and Local Emphasis. I could write an entire piece on any one of these, describing the process and the reasoning, but it is the fifth value, “open identity” which has spurred the most debate.

Related to community generated content on The Rapidian, “open identity” means that for all stories, comments or op-ed pieces, the identity of the presenter is public. Commenters must be registered. Reporters use their real names. In short, everyone claims their own words.

Though the initial choice was made for “open identity”, I do recognize that there are important examples of the value of author anonymity. Forefathers Hamilton, Madison and Jay wrote the Federalist Papers under a pseudonym. Whistle blowers have used anonymity to shine light on unscrupulous activities. Dictators have been overthrown and revolutions successful, aided by anonymous communication.

But we have also experienced countless examples of hateful or unsubstantiated content on the web, where speakers hide behind made-up user names and have no qualms about spewing garbage about their enemies, neighbors, or entire groups of people. We also observed that letters to the editor in print publications are routinely vetted. Phone calls to the writer ensure identity before the attributed comments go to print. Making a statement at a public meeting? You have to start with your name (and sometimes even your address). Particularly in local conversation and debate, revealing your identity is often the norm. If it took place in the town square instead of on the Internet, folks would be face-to-face.

In many ways, The Rapidian is a new town square for Grand Rapids. After plenty of consideration and debate, we launched the Rapidian as an “open identity” project; betting that presenting ones actual self along with content, will encourage civility and reinforce the intended “neighbor-to-neighbor” nature of this experiment. We think it will better encourage ethical work and proper attribution. In other words, it supports the other values we have established.

Does this mark the end of the discussion on this issue? I certainly hope not. The Rapidian is in “beta” phase, and we are counting on additional input from the community to make it the best it can be. My guess (and hope) is that folks will still weigh in on this issue, and the conversation can continue. What do you think? Please join in the conversation!

We also recognize that for a project like this to gain wide support and use, it must balance openness and accessibility with expectations of civility and trusted content. Today I have been working on the statement of values for The Rapidian and I thought I would share. These are not “the rules”, but rather a stated basis for decision-making and the establishment of some common agreements. Here is the work in progress, so far. I would would be interested in feedback.

The Rapidian Statement of Values (a draft)

The Rapidian is a citizen journalism project created to increase the flow of local news and information in the Grand Rapids community and its neighborhoods.

Through tools, training, platforms and support, The Rapidian seeks to create meaningful dialogue and promote greater civic engagement. The following values are central to these goals and it is in the spirit of these principles that we encourage wide and robust use of the Rapidian by the community.

1. Inclusiveness: It is a core belief of The Rapidian that including many diverse voices will ultimately strengthen the community. We understand that within our community there are many points of view and and differing news priorities. We value and encourage such diversity over style of reporting, issues of seniority or story subject.

2. Civility: We believe in robust debate and spirited conversation. We also believe that meaningful conversation is best enabled through civil debate and respectful exchange of ideas. Content submitted to the Rapidian (including comments) is expected to reflect this value. Personal attacks, slanderous material, hate speech or unsubstantiated accusations will be flagged and removed.

3. Ethical Reporting: We value basic tenets of journalistic ethics and will continually strive to establish, support and encourage ethical reporting. Standards for Rapidian reporters include: Seek truth; be honest and fair; minimize harm; do not misrepresent; seek alternate sources and points of view; do not use reporting for personal gain.

4. Original Works/Proper Attribution: We value and honor those who create and distribute meaningful content and set attribution standards accordingly. Plagiarism, failure to provide proper credit or unauthorized derivative works are not acceptable.

5. Open Identity (no anonymous posting): In pursuit of meaningful exchange and dissemination of valuable information, we believe we must each take responsibility for our words. Anonymous stories and comments do not support this value and will not be accepted.

6. Cooperative Distribution: All content posted on the Rapidian will be licensed under one of two possible Creative Commons licenses. This means that complete works may be redistributed and posted to other places, subject to the rules of these licenses. At the reporter’s option, some content may be restricted from commercial re-distribution. We use the Creative Commons licenses in the spirit of wide distribution and sharing of local information, a key value of this project.

The Rapidian is an experiment intended to demonstrate that as community, we can use the concepts and structures of citizen journalism to share information, empower new voices and increase meaningful interaction between all of us who call ourselves “Rapidian”.

Twitter @lcirivello

Following the featured presentation from local web design firm Spearia, attendees divided into three discussion groups. I joined the table talking about Twitter. One questioner from the group asked how to get folks to “follow” you. This lead to a discussion about Twitter culture and what to do (and not do) to encourage new relationships. 

So you’ve become part of the twitter world. You set up your account and start following people like crazy. But you begin to get discouraged. Few are following you back and a fair number are actually blocking you from following them. What gives? 

Are you “selling, selling, selling”? Even if you think your product or service will save the world, it is still (and even increasingly) our nature to disregard the “sales guy”. This is particularly true in social networking. Twitter is a great relationship builder, but that requires a two way interest in who you are, not just what you have to sell. If someone begins to follow me, I look at their profile and their tweeting history. If it’s largely a sales pitch (or anything that resembles one), I’m not following. Period.

Desperation isn’t pretty – Impressions from your “stats” Also, when someone begins following me, I look at their profile stats. Are you following 1000 people but only have 3 who follow you? This info-bit can create  the perception that you’re a desperate to “collect” any friends and it doesn’t really matter who they are. It’s just a numbers game.  It can also appear that others don’t value your contributions. So why should I?  Quickly following a ton of folks when you first join Twitter can set up these negative perceptions – true or not.  Start more slowly. Look  for quality, not quantity. Choose to follow those whose content matters to you.

It isn’t all about you. Conversely, there is another perception about stat balance than can happen when you have lots of folks following you but you only follow a few. When I see this, I  realize this person is not about building a relationship. This may make sense for rock stars, but to get the greatest benefit from social networking, you need to care about what others have to say, as well.

Getting to Know You: So now you have people you are following and some that are following you, but how do you turn those initial connections into fruitful relationships?  A few suggestions that came up in the meet-up included:

1. Engage: Don’t just take in the info from others. Ask questions. Make a comment. Thank people when they begin to follow you. Actively interact so others will see that you are interested and care about what they care about.

2. Ask Advice: One attendee had a cool website to let folks check out and schedule tee times on a wide variety of golf courses. It was suggested that he ask his followers to tell him which for courses they have the most trouble getting a good tee times. People want to contribute meaningful info. Ask.

3. Retweet: When I receive a tweet that I feel is particularly helpful or provides a link to cool info that my friends and colleagues would appreciate, I use the re-tweet function and pass it on to my followers. Not only does this add value for friends who receive your re-tweet, but it tells the original source that you value their contribution.  But a note of caution, use this tool with purpose. Simply re-tweeting everything is no more than junk mail and will quickly create a black mark on your Twitter reputation.

As my mom always said, is “to have a friend you have to be a friend”. A timeless piece advice that works in any social situation…including Twitter.

Coming September 2009

Today is an exciting day. After months of community meetings, volunteers, committees and more, Grand Rapids, Michigan is on the cusp of having a new community powered news and information platform: The Rapidian. I say “on the cusp” because today The Rapidian launch countdown clock went LIVE.

On September 15, at 4pm, “The Rapidian” will officially come to life.

Funded by the John S. and James L. Knight Foundation and the Grand Rapids Community Foundation, this experiment is a robust attempt to increase the flow of local news and information by providing tools, training and platforms for residents to become hyper-local content providers in text, video and audio.

Grand Rapids, along with many US cities, is suffering from the downsizing of commercial media outlets. At the same time, neighborhoods are feeling that their issues and stories are not being covered well.

The Rapidian is being designed as both a physical and a virtual project. Physical bureaus will be established in neighborhood-based locations. At these bureaus, neighbors can receive equipment and training, and engage in face-to-face collaboration around news gathering for their immediate area. On the web, visitors will have many options for organizing and personalizing their information streams by location, topics or even journalists.

At the GR Community Media Center, we are honored to be heading up these efforts.  It’s wonderful to see the amazing energy that is being contributed by the community in the form of committees, promotion and training offers. 300 people have joined our initial Facebook group and many more are following on Twitter. I see a community becoming more and more mobilized to ensure that we can be better informed and more engaged. I am also recognizing the immense value of creating a strong face-to-face component to a local project like this.

If you’re interested in keeping track, visit The Rapidian splash page and sign on to follow the progress. We think it’s going to be great!