This is an analysis of a webinar produced by the organisation “Funds for NGOs”, titled “Social media: using Facebook and more to sell your mission”.
This analysis is performed according to the mid term assignment titled “Digital Portfolio and Written Assignment” in the context of support to information systems of institutions and organisations in developing countries by not-for-profit international organisations.
The Webinar aims to improve the fundraising skills of the participants by means of social media.
It comes to attention the difference between traditional communication and the interaction through social media, in particular the fact that while traditional communication focuses on brand, social media focuses on audience instead. Social media encourage users in the creation of contents, while traditional communication deliver contents created by the organisation. Two ways conversation versus one way message and audience in control versus brand in control.
Interesting view about the web x.0, it is not intended in a evolutionary way but in a functional way, 1.0 as broadcast web, 2.0 as social web and 3.0 as mobile web.
The strategy focuses on the audience, as if the brand is irrelevant. As a consequence the analytics become a primary source for strategy definition. Techniques as Search Engine Optimization are crucial for visibility.
Great importance is given to timing, the message and the context created by information through media should match in order to ensure some impact. Information environment is constantly changing therefore time is a relevant variable.
Information interoperability is also important, a message has to be conveyed through different channels and media.
Figures are, as usual, the queen of all presentation, this webinar is not an exception, Facebook with its 1.79 billion active users deserves a special mention. Surprisingly most of Facebook users are concentrated in developing countries according to statista.com, country classification is done according to United Nations Organization criteria.
Linkedin, a social media specialized in professional and working users, count 467 million active users.
Webinar presents four main social media channels: Blog/eNewletter for reflection, leadership, update sharing and cross collaboration; Facebook for community building, relationship, response; Linkedin for leadership, donor audience, networking, recruiting; Twitter for headlines, real time discussion, live events, engagement.
Taking in consideration that social media changes rapidly.
The webinar was interactive, it used a method of continuous survey through questionnaires. During the webinar, the audience was questioned about the current topic, answers were used for tuning the webinar according to the cognitive needs expressed by the audience. A good example of audience in control of the process.
Webinar speaker made clear that social media change rapidly, therefore researches have to update at the same speed. This was the main strength of the webinar, a very last minute update.
The strength is also a limitation because the topic becomes obsolete few weeks after the release of the webinar.
The speaker has been meticulous with her presentation. She offered valid elements for reasoning.