Transcript Slide 1

Driving Through the Noise:
A Journey to Social Media
Shari Gantman, Vice President
of Communications Health
Foundation of South Florida
Social media vehicles
 Facebook and Youtube: media vehicles for personal use
 LinkedIn: share professional networks
 Twitter: communicate in real time and find the new good
stuff
 Google Wave: work on the future
 Blog: think and muse and share and publish. Go Colts!
 Web site: Stable work horse
Shift Into Reverse
 Late 1990’s, Web sites and Internet considered a “fad.”
 Editors felt nothing could replace the feeling of having an actual
newspaper in your hand
 In 2009, reporters from all four traditional parts of industry
found themselves jobless:
 Nearly 293 newspapers folded; eight magazines with one million
plus circulations ceased publication
 1,126 print and online magazines shuttered
 Radio: 10,000 jobs were lost
 Television: More than 100 TV stations affected by parent
companies filing Chapter 11
America in Idle
 Pitching just for print is old news
 Journalists performing dual roles.
 Papers forming content sharing partnerships
 Local stations more talk show less news-based
 Radio in flux: satellite, iPods, Internet radio and
other media

More journalists turned to Twitter
Move out of Neutral
 New media PART of marketing plan
 Send relief: blog posts, photos, video news releases and
Web copy
 HARO, chrisbrogan.com, www.healthnewsflorida.org
 Maintain Facebook page
 Friendly Fan and Follower
Steer the Social Conversation
 As a grantmaker, listen to what is said about organizations
and issues
 Identify influencers; see their followers
 Create ‘active idea’ to engage people; brand through CEO
 Connect people interested in an issue with each other;
grantees working on issue
 Convert conversation to content and back again
There’s No Place like Home Page
 Web site overlooked for the flash of Facebook, Linkedin…
 Organization’s own Web site seen as more credible than blogs,
social networking sites & advertising * 2009 Edelman Trust Barometer
 Social networks and micro-blogging link back to Web page
 Attract visitors by publishing high quality content
 Link with others; Health News Florida, Kaiser….
 Web site ranks high for online engagement & showing
quantifiable results
Chart Your Course
Fuel for Thought
 Break through traditional media traffic jam
 Promote Public Policy Agenda: Twongress, the Power of
Twitter “one-fourth (132) of all legislators use Twitter.

Ileana Ros-Lehtinen, (2,868 followers), Twitter name
IRL, re-tweets often. John Boehner: 18,800 followers.
 Ernest Hemingway may be original Tweeter.
He told a story in about 33 characters:
“For sale: baby shoes, never worn.”