The document summarizes key points from a webinar about using social media for organizational listening. It outlines six steps for effective listening: 1) Get organizational buy-in for listening. 2) Use RSS feeds to monitor conversations. 3) Identify relevant keywords. 4) Set up feeds and dashboards for monitoring. 5) Make listening an ongoing practice through regular review. 6) Build in regular reflection on insights and how to improve based on what was heard. The webinar also provided a case study of how the Red Cross improved relationships through active listening on social media.

1. Listening WeAreMedia Webinar: September 23, 2009

2. Your Session Leaders: Beth Kanter and Wendy Harman

4. This is a Remix of a Remix http://www.wearemedia.org/Listening+and+Engaging

5. Listening in an connected world …

6. ::assumptions

7. There are people out there who are interested in your issues or organization’s programs. (whether we know them or not)

8. “ It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ” Danielle Brigida

9. Those people are active in our communities or organizations. (whether we help them or not)

10. Source: Nina Simon http://museumtwo.blogspot.com

11. We want to engage those interested and active people in our work. (whether we agree with them or not)

13. That’s the heart of social media success … Engaging with interested and active people to take action.

16. Listen: Monitor, Compile, Distribute, Reflect I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger

17. Look for Trends Over Time Very important step!

18. Relationship building Customer service issue Influencer complaining … Staff determines comments or tweets that need response

19. Listening doesn’t have to stay in the communications department – becoming a listening organization leverage more dramatic results

20. What’s in Wendy’s Tool Box?

25. 1. Get your organization ready to listen

27. 2. Use Your RSS Reader Like A Rock Star!

28. Which one is right for you?

33. Small block of time for daily reading Clean house, reorganize Don’t feel obligated to read everything Good RSS Habits

37. https:// adwords.google.com/select/KeywordToolExternal Use Online Keyword Tools

41. 4. Set up Your Feeds and Add To Your Reader or Dashboard

42. What Where else is does your audience hang out? Other Blog Feeds Influencer Bloggers Key words/phrases Persistent Searches Basics Ego Searches

43. Where

44. Don’t Panic!!

45. 5. Make Listening and Engaging a Practice

46. Just Starting: Lurk for the first 30 days

47. Start with a small, select number of feeds Review feeds as part of your routine Open interesting links in new tabs Read and follow interesting links in comments Subscribe to new feeds Revise keywords as you go Identify mission critical keywords Share a summary weekly w/others Establish Good Habits

48. Example: Finding Influencer Bloggers

50. Look for bridge bloggers

51. Add them to your reader

54. Source: Kd Paine – Buy her book, read her blog

57. Start engaging

58. Not Problem If you find people talking about you …. Keep track of themes Keep track of positives Engage Look for stories to repurpose

60. Respond like a queen Add value to the conversation Don’t be afraid to disagree Keep to the point of the topic Point to relevant sources if you have more information Watch the conversation develop Humor works Avoid big brother

62. Problem If you find people talking about you …. Big Problem Little Problem Track themes Be prepared to engage Be prepared to act swiftly

63. Listening for Tone, Volume, and Sentiment

64. Swing into crisis mode and call in the boss

66. 6. Regular Time for Reflection

67. Are the topics of conversation changing? Is the tone, sentiment, or volume changing? Where are the most interesting conversations taking place? What does this mean for your strategy or programs? How can you use the information to improve what your are doing? Is there great content (stories) that you can repurpose elsewhere?

68. Questions? Reflections?

70. Thank You Slides and links at: http://www.wearemedia.org

72. Ten Minute Break 12:10-12:20 am PST 3:10- 3:20 pm EST