Tim Yeaton is the President and CEO of Black Duck Software He has more 30 years experience working in the software community. If any of the feedback from a customer is an indication that the customer
has a problem, then the first order of Social Media any organization is to ensure the problem is addressed. The single most important action
that needs to be taken in any organization is the one at the senior executive level. As many of you know, I've been studying Big Data and how PR and communications people are (or are not) using
it.Today, it seems, the most common way we are using it is to spot trends in social media so we can react to them.
Your website's ranking in the search results of various search enginesÂ can sometimesÂ be affected byÂ the size and influence of your social network. In our earlier post about social
media strategy , we outlined the importance of it tying into an organization's overall mission, as well as its digital strategy. Unique content production (as opposed to simple regurgitations of
press releases), storytelling, and data have to all be connected to the organization as a whole.
These findings suggest that, while it is not so difficult to believe in the importance of social media, in actuality, it is a lot harder to activate the corresponding channels online. The ECM
revealed a large discrepancy between the perceived importance of social media tools for communication and the actual rate of real implementation in most European organizations. While over 75% of
respondents say online communities or social networks are the most important social media tool available, less than 56% of communication departments actually use them in their communication.
Given the popularity of social media, it only seems logical to explore how social media tools can have a positive impact on the learning experience. In the book Social Media at Work , written by
Arthur L. Jue, Jackie Alcalde Marr and Mary Ellen Kassotakis, the Social Media
Marketing authors share case studies of companies using social and informal learning for business success.
Social media is an opportunity to tell your story, engage with supporters and get resultsâwhich means there's no time like the present to create or refresh your social media strategy We asked five
experts to weigh in on how to develop a nonprofit social media strategy and prove the value of social media to your organization. Consider how you will connect your organization's social media
efforts to your website and blog, email marketing, event promotions and any other content you share online. Chara Odhner, Senior Copywriter and partÂ of the social team at charity: water ,
echoes the importance of using social for community engagement.
For example, in 2011 Egyptians used Facebook, Twitter, and YouTube as a means to communicate and organize demonstrations and rallies to overthrow President Hosni Mubarak Statistics show that during
this time the rate of Tweets from Egypt increased from 2,300 to 230,000 per day and the top 23 protest videos had approximately 5.5 million views 144 This not only allowed for organization among
protesters, but also allowed the uprising to gain the attention of people around the world.
Riyaad Minty, the head of social media at Al-Jazeera English, said the events have demonstrated Facebook's important role in journalism by enabling reporters to actively monitor the unrest and
situation on the ground. Though Twitter remains the prominent social platform for journalists to adopt into their toolkits, a quiet shift is taking place toward Facebook as reporters discover its
utility and application in their work.
An example of how social media reacted to a controversial suspension of an AFL player may have influenced a disciplinary outcome has been highlighted by the successful appeal of Melbourne AFL player
Todd Viney against a two match suspension. The fallout from Jack Viney's two-week suspension sends football community into social media meltdown , Staff writers, Herald Sun, (May 2014).