Archive for the 'Social Media' Category


A Postmodern Internet’s Impact On Music

A Postmodern Internet’s Impact On Music, Art, Fashion and Writing

Tasting like a burst of sour when you bite into an unsqueezed slice of lemon, the distribution and marketing of music has changed in the same way that cities have grown – not with class and planning, but through the shortest method to the quickest buck.

My premise here is that the mountain pass is too narrow for a corporation to slip through. You have to have the ability to move fast and be prepared to take unexpected hits that you often can’t see the impact of until time has passed and the fire has started. And that fire will spread.

The lessons I learned at Cornell on Deconstruction, and the time I spent as an apprentice writer to the most important minimalist author to walk the planet, John Barth, exposed to me to possibilities of unconventional storytelling. The medium of the Internet is the perfect canvas for post-modern authors.

I was at a real Hollywood party with actually funny writers – and even if they write drivel for money, they often have very amusing observations that make you think and laugh, especially if you’ve got your mojo going. Anyway, I was introduced as the great writer that doesn’t write anymore. I explained that writing novels seemed to me to be almost like riding a horse and buggy to work. I love pretentious writers, and I fancy myself to be one as well. However, I need feedback on what I write and sitting in a room of pretentious writers, which is what we did at Johns Hopkins and in my writing groups, doesn’t represent the real world.

I also need support. I am not continuing on this topic unless I get some hard data to suggest it’s worth the time.

What does that mean, I don’t know. Maybe you can tell me?

City WInery

1-15-13 All Access Pass


What About Google Minus?

article by Philippa Warr

Google launched Google+ (their long-awaited social network) on Tuesday and, while everyone else seems to be asking “Will it kill Facebook?”, it got me thinking about a general positive trend in social media.

Part of the Google Plus project is the +1 button for websites and pages which is billed as similar to Facebook’s ‘Like’ and ‘Recommend’ options. Hitting the button on a particular page will, in Google’s own words, say “this is pretty cool” or “you should check this out”.

Notable by its absence is the counterbalancing option — Google are giving us Google Plus — what of Google Minus?

It’s a similar question that which has been asked on Facebook for years — “Where’s the ‘dislike’ button?” There’s even a 3 million strong Facebook page dedicated to that very question.

Looking at other well used social networking services you’ll see a similar story. Twitter has favourites, Tumblr has liking — heck, even socially influenced reality television shows such as X Factor are set up so viewer vote for the people they want to succeed rather than those they want to be eliminated.

The negative option seems to be becoming outdated. Older social recommendation sites like Digg and StumbleUpon still have their own versions of negative feedback but in both cases they’re not as prominent as the positive. StumbleUpon’s thumbs down is a physically smaller button on the toolbar and is missing the text that goes with the thumbs up. Digg actually got rid of their ‘bury’ function for a while due to abuses but then reinstated it. At the present moment is sits a distance away from the positive option and is far less prominent.

So what’s this positivity trend about?

I think it’s the result of two main things:

One is that the internet, for all its glory, is a place where anonymity often breeds negativity. It’s all too easy to type out a spiteful comment because you will almost never see or have to deal with the results of that remark. The human connection that prevents a lot of callous real-world spite is missing.

Looking at the comments on sites can be quite the education (depending on the level of moderation) with commenters more likely to be moved to comment negatively than positively.

Even when the comments are more balanced, the negative is frequently more extreme and more personal. Comments about the writer’s personal appearance, calls for them to be fired or to get a proper job form a contrast with the positive which tend towards the far less emotionally charged “I enjoyed the article” model.

Bearing this in mind, why introduce a button to fan the flames? Why would Facebook introduce a mechanism to enable bullying? Why would a news site introduce a method of undermining its staff? Why would a blogging platform build in a casual smackdown option? The point is to encourage communication — what better way to ruin that than to admit via the interface that its users’ content could be worthless?

The second is that the amount of content online is increasing at some astronomical rate.

Anyone with a stable connection can create something on the internet. And they do — as evidenced by the proliferation of blogs, personal websites, home businesses, Twitter accounts and so on.

But not everyone is a genius and not every piece of content produced by a great content creator will be a sparkling tour de force.

What this means is that the great and the good and the fascinating are floating about in the swirling morass of content that Google is trying to organise and make searchable. When you start thinking in terms of Google and in terms of search, a Plus without a Minus starts to make more sense. Google has determined that the content we want to see is the stuff that is relevant, well written and interesting to others — i.e. what we expect from the stuff on the first page of Google search results.

What only offering a positive option does is tacitly acknowledge the fact that the internet contains a lot of middling content and then ask its users to elevate the good from the rest.

When the end goal is to lift up and share the best, is there really any need to pick out the worst?

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Amazon started signing authors!

The Shatzkin Files

Amazon’s news of hiring Kirshbaum is a helluva start for BEA
Posted by Mike Shatzkin on May 23, 2011 at 10:19 am

Amazon dropped a shoe last week when they announced their new mystery imprint, Thomas & Mercer Books, and started signing authors, including self-publishing evangelist, Joe Konrath.

Last night they dropped the other shoe, which turned out to be a very heavy boot. They signed former Time Warner Publishing (the company that is now Hachette Book Group) CEO Larry Kirshbaum to head up a new general trade imprint for them.

The next thing to drop will be a few pennies as the industry wakes up to a very new day.

Konrath complained in a blog post over the weekend that independent bookstores planned to boycott the Thomas & Mercer imprint. It would appear Konrath (who, in his pre-ebook-evangelist days worked hard to promote through independents) took very personally what was meant to be resistance to Amazon.

One would suspect that the books Kirshbaum is going to acquire will be very hard for any bookseller that wants to serve and keep her customers to avoid stocking. In other words, the Kirshbaum signing might have cured Konrath’s concern.

Where did this arise before? Many times, many places. Borders stopped buying Sterling books when the independent publishers was acquired by B&N. The relationship between Sterling and Amazon is more complicated, but it would be safe to say that sales of Sterling books were not Amazon’s highest priority and sales through B&N’s biggest competitor were not Sterling’s.

Amazon briefly (for a couple of days) turned off Macmillan’s buy buttons in January 2010 in an fleeting and unsuccessful attempt to persuade the big houses not to go to agency pricing.

When Barnes & Noble bought Sterling, they stated clearly that they did not intend to publish precisely the kind of books Kirshbaum is now going after: “non-fiction and literary fiction.” Although things have changed in what has been nearly a decade since that acquisition, Sterling was a “category” publisher when B&N acquired them and have never stepped aggressively into the high-advance, agented arena that is Kirshbaum’s natural milieu.

I’d say one of the pennies dropping might be at B&N, where they are probably reconsidering their title acquisition strategy. If their biggest retail competitor is going after the biggest authors directly, can they afford not to?

Five years ago we lived in a world where every book that mattered sold more copies at brick stores than it did online. Five years from now every book that matters will sell more copies online than it does in a brick store. The Amazon decision may mark the commercial turning point of that massive shift.

The edge in maximizing online sales revenues will go to the publisher that can manage online pricing and marketing most effectively. That not only means raising and lowering prices dynamically to get the most possible revenue, it might also mean experimenting with free sample sizes to see what delivers the best rate of conversion to a sale. It certainly also means having the best list of potential readers to alert to a book’s publication.

Publishers have a steep hill to climb to develop skills in that regard that Amazon has been honing for years. The announcement of Bookish, a community and information site for readers, seems like a weak counterweight to this Amazon announcement. I would imagine Kirshbaum will have signed away a few books the Big Six publishers wanted before Bookish even opens its doors.

Agents, who have just gotten a big new bidder to drive up the prices of everything valuable they have to sell, are having a very good day. Publishers, as they say: not so much.


Social Media in the Renewable Energy World

A New Goal for the Renewable Energy Industry: Educating the Public

by Al Maiorino

In a world full of excess- from energy consumption to environmental pollution- it is only natural that companies explore alternative sources of energy. It appears that most people outside of the energy industry view renewable energy as the panacea to saving the world. Yet in reality, the public support of ‘clean’ energy is not as absolute as the industry may hope for. One of the reasons that may cause this gap between theory and practice is the fact that common knowledge of renewable energy production is rather limited. The majority of the public understands the dangers of environmental pollution and, thus, supports any initiatives to prevent or at least minimize it. The problem is that while most people comprehend what renewable energy means in theory, they know very little about the process involved in its production. They fear it as the ‘unknown’, and that stigma can act as a strong motivation to oppose a renewable energy development.

The answer to this problem lies in educating the public. During the early stages of the Industrial Revolution, people were skeptical of many innovations. Yet with time, as they had become familiarized with the new ‘technology’, they began to appreciate the improvements it brought to their lives. The same thing needs to happen within the renewable energy industry. If information about clean energy becomes more accessible, people will probably feel less alarmed around wind farms and biodiesel plants. Luckily, with modern technology and decades of creative advancement in media and public relations, getting the message out is as easy as ever.

When investing in a renewable energy project, any developer should launch an informational campaign that will educate the local community and prevent potential damaging misunderstandings. One of the best ways to achieve that is by employing the new technological phenomenon known as social media. Below are some of the reasons why a social media campaign is a crucial step in acquiring public support.

Two-way traffic

One of the main advantages of social media is that it provides a two-way channel of communication. Of course, there are many forms of promotion, such as print and television ads, that help you get your message out. However, traditional advertising is often limited when it comes to obtaining the public’s feedback. No matter how much research you do, you can never be sure what exact information your community needs to receive to understand your project. Facebook, Twitter and other social media outlets allow your audience to respond, express their opinion, and ask questions. That communication is essential if you want to avoid opposition. You are given the opportunity to correct any misunderstandings people may have about the renewable energy industry and about your project. It also gives you a chance to show that you take pride and caution about the local residents’ opinions and their neighborhoods.

Making the Connection

Unlike most industrial publications, social media allows (and even often requires) you to use simple language that will be accessible to a larger audience. Describing your project, as well as the renewable energy industry in general, in basic terms will ensure a better understanding from your community. In addition, the informal tone will help bridge the gap between you and your audience. Chances are local residents will express less antagonism if they think of you as a ‘friend’ rather than a ‘developer’ or ‘corporation.’

Infinite possibilities

When using social media, the choices of how you convey your message are almost limitless. We all know that a picture is worth a thousand words, and social media allows you to use that to your advantage. Along with traditional text you can apply photographs, videos, sound clips, animation and more to get your message across to the masses. Imagine how much information you can relay in a five-minute YouTube clip versus a newspaper article. In addition, video gives you an opportunity to humanize your project by showing the speaker’s face, rather than a distant voice of a radio advertisement. Overall, the modern public seems to be more open and have a more positive reaction to messages carried out by digital media rather than ‘old-fashioned’ articles and ads.

Perfect Timing

Given the fast-paced lifestyle of the modern world, timing is everything. Sometimes, getting the information out quickly makes all the difference. Social media has no waiting period, no printing delays, and no broadcasting limitations. You can deliver your message to the audience in the matter of minutes, if not seconds. You can keep the local residents updated on project progress, legislative changes, scheduled meetings, and anything else that may be relevant to your support/opposition battle. In return, the community will appreciate your thoughtfulness and courtesy of communicating with them.

It has been established decades ago that educating your public is a crucial attribute for a successful outcome of any venture (especially in a young and controversial industry like renewable energy). The question is no longer why, but how. Regardless of whether you approve of social media as a part of our lives, it is a very useful tool when it comes to public relations. In addition to the advantages discussed above, social media is significantly cheaper than traditional advertising, which allows you to focus your finances on other areas that may require extra resources.

Our world may be far from perfect, but we (especially those of us involved in any campaign) should appreciate living in an era with social media and other communication innovations at our disposal. When it comes to facing opposition to your renewable energy project, a social media campaign is a beneficial, and even necessary, weapon to have in your arsenal. Use it to the fullest at an early stage and, perhaps, you will avoid opposition all together.

Al Maiorino started Public Strategy Group, Inc. in 1996. He has developed and managed multiple corporate public affairs campaigns in a variety of industries such as gaming, cable television, retail development, auto racing, power plant/wind farm projects, and housing/residential projects. Al received his BA in political science and a MA in American Studies from the University of Connecticut.


National Hurricane Center, FEMA chief encourage social media as part of disaster preparedness

MIAMI — Nobody is going to push the “like” button for a hurricane, but the National Hurricane Center hopes to get some Facebook fans for its storm advisories.

The hurricane center joined the online social network in January to give a behind-the-scenes look at Director Bill Read and hurricane specialists at work well before any storm starts brewing in the tropics.

The new outreach effort comes as the nation’s emergency management chief urges Americans to make social media part of their disaster preparedness plans.

People should know which local agencies disseminate information on Twitter or Facebook, and they should set aside extra batteries or solar chargers so that even in a power outage they can update their status with a simple “I’m OK.”

That can help reduce the volume of phone calls in a disaster-stricken area, leaving vital communication lines open, Federal Emergency Management Agency Administrator Craig Fugate testified May 5 before a Senate subcommittee.

Fugate also urges local emergency managers to develop mobile websites to be viewed on cell phones, so that residents can both receive and contribute real-time updates during a disaster.

“Rather than trying to convince the public to adjust to the way we at FEMA communicate, we must adapt to the way the public communicates by leveraging the tools that people use on a daily basis,” Fugate said.

FEMA maintains 16 separate accounts on Twitter alone, including Fugate’s individual feed, in addition to Facebook and YouTube accounts.

The National Weather Service, the U.S. Geological Survey and the Florida Division of Emergency Management also are among the federal and state agencies that post severe weather updates, warnings, videos, behind-the-scenes photos and other graphics on the major social media channels.

Justin Kenney, communications director for the National Oceanic and Atmospheric Administration, tweets on his individual account about the agency’s marine, weather and climate research, along with interesting tidbits of information related to severe weather news, such as aerial images of recent tornado damage in Alabama.

Social media channels help NOAA update the public about events such as a pod of pilot whales stranding in the Florida Keys, even after those events stop being breaking news, he says.

The informal posts often also boost traffic to NOAA’s official website. One such spike was recorded after animations illustrating Japan’s tsunami in March were posted on its YouTube channel and relayed on Twitter, Kenney says.

“Yes, there’s a lot of information that useful as one-time information, but I think it’s useful to try to continue the conversation,” Kenney says.

The hurricane center’s Facebook page supplements its website, email alerts and a mobile website for cell phones. Posts so far have showcased hurricane hunter aircraft, individual forecasters and the center’s reports on the 2010 hurricane season.

By posting a link to an updated tropical cyclones preparedness guide or writing a note about how much storm track forecasts have improved in recent years, shrinking the “cone of uncertainty,” officials are trying to address concerns and answer questions well before coastal residents need to consider evacuating, says hurricane specialist Dan Brown.

Starting June 1, the official start of the six-month Atlantic hurricane season, daily updates about conditions in the tropics will be posted on the Facebook page.

“When there is a threat you’ll see an increase in our postings. We’ll talk about watches and warnings, but truly what I think it’s going to be is directing people to our website for all our storm information,” Brown says.

Hurricane center officials say that by engaging the public informally through Facebook, they hope to combat complacency in coastal residents skeptical of storm warnings and evacuation advisories after five years without a major hurricane making a U.S. landfall.

The bottom line of most postings is “be prepared,” urging readers not to join the millions who don’t stock up on nonperishable food or water until a storm is imminent, stressing the system and risking the possibility of having to recover from a hurricane with few or no resources.

“We can certainly always try to reach more people. It’s an excellent tool to educate the public not just during an event,” Brown says.

Some Floridians who have befriended the hurricane center on Facebook say they’ll add the page to the online forecasts and maps they regularly check during storm season.

Lois Crockett, 60, in Coconut Creek, who works for a local pest control company, says checking the hurricane center’s Facebook page is part of her preparedness plans. She already checks online resources, TV news, the Weather Channel and the newspaper for storm information, and Facebook is just another tool to stay up to date.

“I’ve found that NOAA is the best source because these are the facts, not the hype, so this (Facebook page) will be a little memory jog to go to the NOAA website,” Crockett said.

But she said she’d only be checking Facebook before a storm, not during and certainly not after if the power was out. She doesn’t have a smart phone, but she does plan to get a backup generator this year, and she would plan to check Facebook for updates only after she had power.

Non-traditional communication streams such as social media have proven lifesaving, emergency officials say.

After an earthquake leveled much of Haiti’s capital in January 2010 and left roughly a million people living under tarps or flimsy shacks, many feared heavy winds and flooding from Hurricane Tomas would cause thousands more deaths in early November.

Read says he was relieved when the death toll in Haiti topped out at 35. The storm’s heaviest winds and rains had remained offshore, but Haitians also had been able to request help from emergency responders and get storm information through text messaging.

In spite of the catastrophic earthquake damage to Haiti’s government and infrastructure, its cellular capability bounced back quickly, and mobile messaging proved helpful for everything from search and rescue to aid distribution, Read and Fugate said.


Transmedia Storytelling

Seven Myths About Transmedia Storytelling Debunked
This blog is written by a member of our expert blogging community and expresses that expert’s views alone.

Over the past few years, transmedia storytelling has become a hot buzzword in Hollywood and Madison Avenue alike–“the next big thing” or “the last big thing” depending on whom you ask. Last year, the Producer’s Guild announced a new job title, Transmedia Producer, a decision that has more or less established the term as an industry standard. More and more companies are laying claim to expertise in producing transmedia content. But many using the term don’t really understand what they are saying. So let’s look at what people are getting wrong about transmedia.
Myth 1: Transmedia Storytelling refers to any strategy involving more than one media platform.
The entertainment industry has long developed licensed products, reproducing the same stories across multiple channels (for example, novelizations). Increasingly, broadcast content is also available on line. And many films are adopted from books (or now, comic books). None of these necessarily constitute transmedia storytelling. In transmedia, elements of a story are dispersed systematically across multiple media platforms, each making their own unique contribution to the whole. Each medium does what it does best–comics might provide back-story, games might allow you to explore the world, and the television series offers unfolding episodes.
Myth 2: Transmedia is basically a new promotional strategy.
Yes, many early transmedia experiments were funded through marketing budgets. Transmedia has been closely linked to the industry’s new focus on “audience engagement” and sometimes uses “viral” (or “spreadable”) media strategies. But, the best transmedia is driven by a creative impulse. Transmedia allows gifted storytellers to expand their canvas and share more of their vision with their most dedicated fans.
Myth 3: Transmedia means games.
The rise of alternate reality games coupled with mass media properties is part of what’s generating excitement here. Transmedia properties combine cultural attractors (which draw together a highly invested audience) and cultural activators (which gives that audience something to do). Games are a good way to give your fans something to do, but they are by no means the only model out there.
Myth 4: Transmedia is for geeks.
So far, most of transmedia has been designed for early adapters–folks at home with digital applications, with disposable time and income, and especially the 18-27 year old males who have disappeared from the Nielsen Ratings. So far, much transmedia content has targeted children through cartoons or geeks through science fiction, horror, and fantasy franchises. But, there are plenty of signs that transmedia experiences may appeal more broadly. For example, some believe transmedia strategies may be key to the survival of soap operas.
Myth 5: Transmedia requires a large budget.
Fans now expect transmedia content around blockbuster films and cult television series, but there are also many successes with using transmedia to build audience awareness around low budget and independent media productions–from The Blair Witch Project to District 9 to Paranormal Activity. It’s about developing the appropriate mix of media for the genre, the audience, and the budget of a particular production.
Myth 6: Everything should go transmedia.
Many stories are told perfectly well within a single medium, and the audience leaves satisfied, ready for something else. Transmedia represents a strategy for telling stories where there is a particularly diverse set of characters, where the world is richly realized, and where there is a strong back-story or mythology that can extend beyond the specific episodes being depicted in the film or television series. Transmedia represents a creative opportunity, but it should never be a mandate for all entertainment.
Myth 7: Transmedia is “so ten minutes ago.”
The first generation series to push transmedia, (Lost, Heroes, Ghost Whisperer, and 24) ended last season, and some of attempts to replace them–from Flash Forward to The Event–failed. But many of the big hits–including Glee, True Blood, and The Walking Dead–model new transmedia strategies to attract and sustain audience engagement. Transmedia storytelling is still about the stories and if the stories do not capture the imagination, no amount of transmedia extension can repair the damage. But, we will see innovative new approaches because transmedia as a strategy responds to a media environment that rewards being everywhere your audience might be and giving your fans a chance to drill deeper into the stories they love.
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Henry Jenkins is the Provost’s Professor of Communications, Journalism, Cinematic Arts, and Education at the University of Southern California. His book, Convergence Culture: Where Old and New Media Collide, has been credited with inspiring much of the buzz on transmedia. On Monday 4/11, he is moderating a session on transmedia at the 2011 NAB Show, the annual media & technology industry conference in Las Vegas, which features a dream team of transmedia experts: Starlight Runner’s Jeff Gomez, Red Faction’s Danny Bilson, The Ghost Whisperer’s Kim Moses, The Walking Dead’s Gale Anne Hurd, and Conspiracy for Good’s Tim Kring.


VCs trade biotech for social networking

VCs trade biotech for social networking

By Clare Baldwin
NEW YORK | Mon Apr 4, 2011 8:53pm EDT
(Reuters) – Venture capitalists are shifting their attention to social networking companies and away from biotech companies, bankers told the Reuters Global Mergers and Acquisitions Summit on Monday.

Venture capitalists, who make high-risk investments in start-ups, are tired of waiting years for biotech companies to generate real products and be marketable as initial public offerings, bankers said. They’d rather invest in companies that could go public in just a year or two.

“Think of an IPO for an early stage biotech company. You’re 5, 7, 9 years away from revenues and profitability. That’s a big stretch today for most investors,” said Frederick Frank, vice chairman at investment banking advisory firm Peter J. Solomon Company.

“The IPO market for biotech companies is close to moribund,” he added.

A quicker turnaround on an investment could be attractive. In August 2008, the IPO market dried up, preventing investors including venture capital funds from exiting investments for about a year.

“Look at the choice a venture capital fund has: to invest in the next social network that might go public in 12 months, versus a scientific idea where they might get the opportunity to take it to the FDA eight years from now, and then maybe get a letter where they have to do additional clinical trials on top of that,” said Drew Burch, head of healthcare mergers and acquisitions at Barclays (BARC.L) in New York.

“A greater percentage of the dollars has moved toward technology investments,” Burch said.

That’s not just true for venture capitalists. Wealthy investors are eager to buy shares of social media companies like Facebook, even before those companies go public.

Following a high-profile private share sale earlier this year, Facebook said it would open its books to investors in 2012 — a statement many say is code for an IPO. The social network is the largest in the world.

Groupon has spoken with bankers about an IPO. Other Internet companies including Zynga and Twitter are expected to tap the public markets.

Private market valuations of some social media companies are in the multibillion dollar range.

(Reporting by Clare Baldwin; Editing by Richard Chang)


iTunes = 85% of Indie Digital Revenues…

It Gets Crazier: iTunes = 85% of Indie Digital Revenues…
by paul resnikoff
Monday, March 28, 2011

Last week, global independent trade group AIM stumbled upon a stunningly lopsided stat. Namely, that iTunes, Amazon, and Spotify collectively accounted for 94.4 percent of indie digital revenues, worldwide. The rest – specifically, 51 stores – were simply squeezed into the periphery.

But it gets even crazier. Because after digging a bit deeper, it turns out that iTunes is easily the biggest of those three. Perhaps that was totally obvious, though Apple makes up nearly 85 percent of digital indie revenue, worldwide, and that includes aggregated downloads, subscription, and streaming sources. And, it also leaves both Amazon and Spotify with paltry shares of roughly 5-6 percent each.

The following is a breakdown of the top 14 digital providers, as counted by AIM and submitted to the British government as part of the Hargreaves Review. The providers themselves aren’t labeled, though we confirmed that iTunes is the biggest chunk – and it makes sense. (see link)

And so what? In some senses, this makes it a whole lot easier for independents – and everyone else, for that matter – to plan their digital distribution strategies. But it also makes them beholden to Apple’s percentage demands and rules, including those related to consumer data-sharing.

/pr. Written while listening to Zoo Brazil.


ROI of social media can be an intangible

March 15, 2011

What’s It Cost?
ROI of social media can be an intangible

There’s Facebook, Second Life, Myspace, LinkedIn, YouTube, Twitter and now Jumo. There are many smaller social networking platforms. When it comes to deploying assets, where to be in cyberspace is a tough decision.

Catholic Relief Services (CRS) in Baltimore is going through the evaluation process. CRS is one of Facebook’s 500 million active users, and also tweets on Twitter and posts videos to YouTube. CRS has a Myspace profile with 3,288 “friends,” although it is not seeing a lot of activity there and managers are trying to decide what to do with it. Deleting it is a serious option.

“We, like many other nonprofits, struggle to accurately measure the financial ROI (return on investment) of our efforts,” said Laura Durington, online community manager at the CRS. “We look at Facebook Insights, Google Analytics and we look at source code reports in our online fundraising program. But, it only gives us part of the picture. Still, I would argue, although it’s more of a hunch, that we are getting something important out of these efforts.”

According to an Idealware study, “The Nonprofit Social Media Decision Guide,” CRS isn’t the only organization considering cutting back on Myspace. The Portland, Maine nonprofit technology group surveyed 460 nonprofit employees, held six telephone focus groups, and a case study collection in which 273 staff members provided details of which social media channels they are using and who they are targeting.

As you might expect, since 2008 Facebook has seen a huge increase in popularity and there has been a substantial decline in Myspace nonprofit users. Many nonprofits aren’t investing much time in it and are seeing decreasing benefits.

Myspace cut its staff in half in January, letting go 500 employees. The decision came after the social media website was revamped in October 2010 to run with fewer people. MySpace had 54.4 million unique U.S. visitors in November, down 15 percent from a year ago.

Julie Somogyi, director of integrated marketing and communications for the Girl Scouts of the Greater Chicago area, believes the organization needs to focus on the social media websites where their girls and volunteers are virtually congregating. “Even though we did have some initial interaction with Myspace a couple of years ago, we began investing our time more heavily in Facebook, Twitter and LinkedIn in the past two years because those are the most active sites within our key demographics,” she said.

According to Andrea Berry, Idealware’s director of partnerships and learning and coauthor of the study, nonprofits are using social media websites for public interest, although the idea of fundraising is always in the back of their minds. “A lot of nonprofits are struggling to use it as a fundraising tool but use it as a way to reach out to new people, potential supporters, engage current supporters and reinforce their brand for key people in their area like the press,” she said.
More than 30 percent of people surveyed who use Facebook and Twitter said they know that these social media sites are reaching new supporters for their organization and more than 75 percent responded saying they think Facebook and Twitter are reaching new supporters. The numbers jumped to 80 percent for sites such as Facebook, Twitter, video sharing sites and blogs for nonprofit managers who responded they think that these sites are enhancing their relationship with their audience.

“It’s a good way to reach an untapped audience,” Durington said. “When we started we weren’t sure what to expect three years ago. Every article about it said this is going to be this huge boom for fundraising but very quickly most nonprofits found that not to be the case.”

CRS uses Google Analytics, but it’s still hard to see the absolute correlation for the Facebook donations because the tracking gets lost and it becomes a “grey area.” They also spend more time promoting and encouraging people to go to their own website rather than the organization’s Facebook page, although, the Facebook page is becoming a place where people can go to build and engage in an educated community, Durington said.

“Our commenter’s seem to be very educated about global issues,” she said. “We have witnessed a lot of some interesting dialogue, not just between us and them but also with each other.”
It’s an interesting experiment to see what people are talking about. CRS’s goal is to boost traffic to their website and have Facebook be a referral point. Durington said that the people going from the Facebook page to their website is in the single-digit percentage but it is equal to the number of referrals they get from Google.

Facebook isn’t as reliable as a website but it’s starting to be a place were people look for information. “A website is always going to be number one. You shouldn’t be using a Facebook instead of a website,” Berry said.

ROI for nonprofits is hard to calculate, said Thomas A. McLaughlin, vice president of consulting services for the Nonprofit Finance Fund and contributing editor for The NonProfit Times. One way to see if there is anything happening is to look at the overall fundraising of operations. “In reality, even assuming that organizations have record keeping for this, its almost likely the best we could hope is to calculate a marginal interest on fundraising costs and attribute it to social media if that’s the only thing that’s changed,” he said.

Another reason ROI is so hard to determine is it doesn’t translate to mean the same thing for nonprofits. “ROI is popular for for-profit businesses and doesn’t transfer easily to the nonprofit world,” McLaughlin said. “There is no such thing as an investment in the nonprofit world like there is for for-profits. It would be more of a cost.”

One cost expense would be if an organization hired an employee solely to work on social media campaigns or trying to break down the time of an employee who works on overall fundraising campaigns. “If organizations can somehow isolate the employees’ times in various elements of fundraising, social media will be one of those elements,” McLaughlin said. “If you get lucky enough, some organizations might track what that employee spends their time on. In those cases you might be able to strike some approximation on dollars and time spent on social media.”

For the Girls Scouts of Greater Chicago and Northwest Indiana, instead of having one person designated exclusively to social media, they include the social media responsibilities in three marketing team members’ job descriptions.

Maria Wynne, CEO of the Girl Scouts of the Greater Chicago area, thinks its important to have a place to go on the Internet for all ages, which is why the Girl Scouts just launched their new website, for girls 13 and younger. “It’s a place for girls where they can express themselves that is safe, with anonymity and the latitude to be imaginary about a story or tell something that is very concrete,” Wynne said.

The website is animated with cartoon-like characters that represent badges. Girls can click on a badge and write a story or create their own badge. “The younger girls are very much about something that interacts and engages them,” she said.

For girls who are 13 and older, they want to network and talk with people online. One of the reasons why they created the website was to give the younger girls an entry point for interacting with the Girls Scouts online with an activity that isn’t threatening.

“The financial value of those communications is secondary and although some decline in the program and marketing print budget has been realized, the intangibles are a bit more difficult to quantify,” Somogyi said. “For example, when girls use social media to reach out to their friends and family members to ask them if they would like to order Girl Scout cookies, there is a financial advantage to the girl and her troop because they have reached more customers, and to the council as a whole because proceeds from the Girl Scout cookie program support how we can best support our membership locally.”

On the Girl Scouts’ Facebook page, girls and volunteers are connecting and even creating their own Facebook pages for their capstone projects and other programs that the Girl Scouts participate in. The Girl Scouts are also on Twitter and LinkedIn. “I think it’s the way people expect entities to participate in the virtual world today,” Wynne said. “Along with having a presence, it is for many the practical way of sharing information.”

For example, Wynne has seen new leaders and volunteers ask for advice on their Facebook page and almost immediately there are 10 responses from other members of the Facebook group. “It’s a mentoring and networking tool for best practices and a way for people to ask for help in the volunteer community,” she said.

Justin Perkins, director of nonprofit strategy for, has been working with nonprofits for five years with online marketing and donor improvements. He was inspired three years ago to make the ROI in social media calculating tool when Facebook Causes launched to help nonprofits decide if this would be worth their time and money.

“There was initial skepticism that there was a vital business model there (Facebook),” Perkins said. “Before investing time, it was ideal to come up with a tool to look before you leap.”

The calculator was created using typical metrics that nonprofits use to measure online success like how many employees or volunteers are working on a social media campaign, how many hours a week they spend on it, how many “friends” they recruit, how many of those “friends” sign up for an e-mail list and ultimately how many become donors.

The calculator allows nonprofits to plug in their information or number goals in a four-step process to see their potential ROI. It can be found on

Perkins believes nonprofits that started using social media had a sort of “gold rush mentality” but they need to figure out if it will actually be promising for them in the end. “What’s the actual cost? What’s the opportunity cost if we do this at the expense of something else? What is something else we could be doing to have a higher ROI,” he said are some questions that nonprofits need be asking themselves when using social media. NPT


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