In class reflection: what steps are key to effective social media use? Less is more. Dedicating my time & effort to high quality outcomes through specific targeted social media platforms is key to connecting with our audience & providing better service outcomes. There are some very large, well-funded professional organizations that aren't optimizing their social media use. Adapting to the interactivity of the citizen journalist - the mighty mouse phenomenon - can provide great opportunities for smaller organizations that focus on what they do well. The next time an executive or politician asks me to spew out stats of page views or basic Google analytics I feel empowered to tell them that the numbers alone won't tell the whole story. Diplomatically, I will remind them that's what they pay me for: incorporating the tools & data with strategy & linkage to our communications objectives which need to be well defined, rather than implemented reactively. We need to dedicate the time & energy to use the tools wisely!
I spent yesterday working on an Ebola optimized news release assignment, borrowing from the Red Cross, which links to my volunteer role as a Provincial Advisory Committee member to the Red Cross. Especially in contexts where communications feature difficult content, we need to ensure that information is easy to access & broadly understood. It's a challenge for serious humanitarian issues to be seen above the fury of cute cat photos but by targeting key influencers & realizing less is more, it's possible to gain quality follows & use the tools that social media affords.
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