Mothers are increasingly fed up with jobs that do not allow them to spend enough time with their children. So instead, they are starting their own businesses. The number of women working for themselves has leapt by nearly 20% since 2000, according to official figures, and now tops a million.

And an opinion poll commissioned by the government shows that the most significant factor in the increase is a desire among women for a better balance between work and family life.”

From BBC News

Clarification: my services extend beyond online social networking. See here for more.

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Making Social Networks Your Business…

by Miranda Glover

The social web changes the marketing game by making it participative. LIBBY DAVY, inspirational social web expert, artist and mother, offers insight into becoming SMART (specific, measurable, achieveable, realistic and timely) when marketing your business.

Read this article carefully, it’s the new holy grail for all aspiring mumpreneurs…

An Australian communications and PR specialist with an engaging smile, Libby Davy now lives with her technology-savvy husband, young daughter and dog, in Brighton, West Sussex. She’s a web champion with a social conscience, who is hugely enthusiastic about the way women use the internet today. “We are natural social animals,” she explains, “Women love to communicate, to collaborate, to create connections. The internet’s our natural home.”

A few years ago, terms like ‘googling’ and ‘surfing’ may have felt alien, but today we all do these things with the same ease as hanging out the washing. The web’s become invaluable and not just for doing the supermarket shopping. We’re also communicating with old friends and ex-colleagues and keeping an eye on our kids through the social websites they use, like Bebo and Facebook, too. Oh! and of course some of us are using it for dating, as well. Even so, are we really taking full advantage of the internet’s social dimension to support our business needs? Libby shakes her head; clearly thinks not.

She and her husband run a technology company called, Nodestone, which combines middleware development (her husband’s bit and a techy term you don’t need to understand) with a social networking consultancy (the bit we are interested in). Through it, Libby runs workshops to explain how the web is a social network that enables you to do far more than keep in touch with your mates. Whilst traditional media can still be useful for promoting your business, the web is SMART (specific, measurable, achievable, realistic and timely). Libby encourages us to, “Try not to fear the jargon. There are a few new terms worth understanding, as they will give you confidence to harness all the values the web has to offer.”

She points me to her website for some clear advice. It tells me that “vast numbers of people are using blogs, social networks, photo and video sharing sites as important marketing and engagement tools.” Libby explains further, “Building your buzz in these spaces is a good way to find your market. Getting the right bloggers to write about your activities (blog outreach) is also a good way to reach interested people.”

These activities will help build traffic to your business’s website. This is critical if you want to raise your search rankings. (e.g when someone keys your business type into google or Yahoo search your company to come up towards the top of the results). Libby explains that to achieve this, “exchange links with relevant blogs and other sites, and remember that a personal request works best. A good way to start is by commenting on other blogs that are writing about your topics. It’s also a good idea to have a blog as part of your site; it’s an easy way to keep the content fresh and the site alive.”

You can use social networks to build a list of ‘friends’ who you can message in a similar way to email and so promote your website. Social networks also have a viral aspect where people sign-up to your cause because they’ve seen it appear in a friend’s newsfeed or on their profile. You can make it easy to sign up by adding links to your Facebook, Myspace, Bebo or other social networking profiles on to your website homepage.

“Social networks work best when you put a lot of time into them, sending messages, responding to friend requests, commenting on other people’s profiles,” Libby warns. “But the results can be really worthwhile. They are informal social spaces, so the more personal and friendly you can be, the better. People in social networks will tend to ignore corporate communications.”

She advises that you think carefully about who you are trying to attract using social networking sites, in some societies they are mostly used by a younger audience, however they are increasingly gaining popularity with different communities.

Twitter is the most recent term on everyone’s lips, since Barack Obama used it so successfully for his presidential campaign.

“It’s hard to describe Twitter well,” laughs Libby, “Except as a mixture of micro-blogging (160 characters per entry as in mobile phone text messages) and social networking. It works across the web and with mobile phones and feels ‘live’.”

People are using Twitter to share interesting content, especially to respond to things that are happening at that moment or to share snippets of and links to interesting articles and blog posts.

Evaluation

I ask her how you can you see if all your social marketing is working?

“A simple tool you can use for free is Google Alerts,” she says. “You can set this up through going to the main google website and specifying which key words you want it to alert you about when they are used on a website. Google Alerts then emails you when these keywords are mentioned in online media and blogs.”

“The mantra of online marketing is ‘measure everything’. For your site, the main tool will probably be Google Analytics, it’s free and provides a lot of detail on your website statistics; who’s using your site, where they are coming from to reach your site and what they are looking at. For your social networks you’ll largely be relying on the stats you can get from them, such as number of friends, number of comments, and number of video views. The web promises what traditional PR & marketing never could – the possibility of measuring engagement.”

The social web changes the whole marketing game by making it participative. You don’t just want to get people interested, you want to get them involved. Encourage people to bookmark your site in social bookmarking services like Delicious and always encourage friends and supporters of your initiative to and encourage your friends to promote your cause.”

With this Libby takes a breath. “There’s so much more to say,” she laughs, “but perhaps this is enough for one day. “

10 new web terms your business should know….

Blog

A blog is a website where entries are made in journal style and displayed in a reverse time order. Blogs often provide commentary or news on a particular subject; some function as more personal online diaries. Blog software (eg. Wordpress) is often used to build websites for organisations now, as it is easy and free to use.

Syndication

Syndication means that anyone can subscribe to your blog and receive automatic notification that it has been updated. It uses RSS feeds.

RSS

Really Simple Syndication is a technology that allows Internet users to receive ongoing, constantly updated information from many sources through a simple reader or aggregator (eg. Google Reader). This is supplied through an “RSS feed” that users can subscribe to.

Aggregator

A feed aggregator, also known as a feed reader, news reader or simply as an aggregator, is client software or a Web application which aggregates syndicated web content such as news headlines, blogs, podcasts, and vlogs in a single location for easy viewing.

Social bookmarking

The ability to save and categorise a personal collection of bookmarks through services such as Delicious and share them with others. Users may also take bookmarks saved by others and add them to their own collection, as well as to subscribe to the lists of others.

Web rings

A group of websites with a common theme, built in a loop, allowing a surfer easy access to subsequent sites in the ring by clicking on links. There are thousands of web rings around in all sorts of categories and issues.

Social networking

A broad class of websites and services that allow you to connect with friends, family, and colleagues online, as well as meet people with similar interests or hobbies. Popular examples include MySpace, Facebook, Linked In. Even photo sharing websites like Flickr have become places for social networking through shared interests.

Online Media Storage

Websites that allow you to store, share and view a range of media such as digital photographs (see Flickr), audio files like podcasts, video (see YouTube).

Carnivals

Weekly, bi-monthly, or monthly roundups of blogs on a particular issue or topic.

…………….

Note: things have already moved on, and this would not still be my essential list of terms.

If you haven’t checked it out yet, have a good look at Message in-a-Box “A toolkit for communicating your cause”.

It’s relevant to anyone that needs to communicate in life and work.

When Nodestone was commissioned by the Tactical Tech Collective earlier in the year to help bring it together, I faced a somewhat overwhelming task as you might imagine when you see it.

What is it? A rather large online resource for learning how to communicate better, to put it simply.

More specifically, it’s an international educational platform for people in NGOs and campaigning organisations that demonstrates how to use low-tech and high-tech tools and tactics to work on some of the hardest issues of our times.

We show you how to think strategically (about goals, resources and time) and then know which tools and tactics (eg. images / print / audio / video / internet / mobiles and media) to choose to get your message across.

Here’s how Tactical Tech describe it:

“…a set of strategic guides to using communications tools for social change, together with a suite of open source tools to get you making your own media. The toolkit is designed for small and medium-sized NGOs, advocates, and citizen journalists to help them create and distribute content for their advocacy efforts while exploring the constantly evolving world of campaigning and communications.”

The feedback has been excellent around the world. A much needed resource.

Here’s an example of how it works:

Quick Guide to Images

This section helps you find out how others have used images effectively and creatively. It helps you learn how to find, create, edit, share great images, with an emphasis on photographs, comics, maps and simple animated images.

You will also find the power of images throughout Message in-a-Box, eg. in websites, blogs, guerilla marketing, video and animation.

Images add impact to stories, blog posts, websites, posters,brochures, email campaigns – whatever campaigning channels and tools you are using.

What do you need?

Essential: ideas, creativity, imagination, a strategy.

Extra: people to help, internet access, mobile phone and/or a camera (digital or other), source books/comics/cartoons collected from anywhere or commissioned.

Read more…

Sokwanele – interactive violence map

Having worked in communications as a consultant, writer, activism and educator for (gosh!) over 20 years, it was a dream to be able to put these threads of life to good use. To make something practical and tangible.

Message-in-a-Box is about the power of PR being brought to the people who have historically had least access to it. Things were all explained in the simplest possible terms with examples and free software downloads. From human rights abuses to clean water – NGOs on little or no budget obviously need education and support. It’s an egalitarian Aussie’s delight.

In London, Botswana or Mumbai, Message-in-a-Box is now available for free, 24/7. A print version with DVD software is also being distributed. It’s actually a good resource for anyone a clear (hopefully) perspective on getting your message across.

Along the way we got to massage the words and ideas of some great folk like Becky Faith, Dr Dan McQuillan and Heleana Quartey. Hopefully to first incarnation is already being put to some good use.

Once thing I’m hoping Tactical Tech do soon is to improve collaboration and “stickiness” on the site. Feedback, registration etc… Also the use of images and stills, sound and video clips to make the resource more visual and interactive – to practice what we preach!

Over the years we have increasingly worked on projects that pass positive screens for social / eco accountability. Put another way… that feel good. Like:

• widgets for TrickleStar and the BBC
• social carbon measurement for Global Action Plan
• edu-marketing for the Guerrand Hermes Foundation for Peace
• teaching blogging to communities and companies
• setting up The Big Love Gift Guide
• running a massive campaign for TV Turn Off Week.

Client links and feedback here…

But as long as you aren’t arms dealers, we can usually find or create some positive values in just about any project. Get in touch if you want to know how Nodestone can help you feel good about your work.

In some ways, nothing’s really changed. That is still going on, but many people would say the real action is now happening online. And the best thing is, I don’t have to feel sorry for the Google search spiders having to crawl through the myriad pages to retrieve what I want. It’s what they love best!

Here’s a helpful piece from E-Consultancy about how to monitor opinions, articles, conversations relevant to you and your organisation – without paying a brass razoo (in most cases).

Before you get cracking (because you know it’s time) – here’s a quick Nodestone guide to getting sorted.

1.  Know what your goals are

- Do you just want to know what being said about you online, or are you planning to enter the conversation (and if you are not sure, best you be reading up on the power of web 2.0, blogging and the social web. See our presentation here for a start.

- How far do you want to go and what resources do you have to manage your responses?

2.  What key words are most relevant to you

- Various spellings and shortened versions of your company, major projects/products and names of key people

- Competitors

- Major stakeholders (eg. legislators, major customers/shareholders, funding partners).

- The sector that you are in

- Other key words, eg topics you would scan for when reading a newspaper

3. How are you planning to circulate and act on what you find?

- If there is a live debate on a blog or in a forum about your key topics, what will you do? Who will be ready and able to respond to misinformation or genuine criticism?

- If there is a chance to offer a positive follow-up story to an influential blogger or mainstream journalist, who and how will (you) act?

- If there is a positive story about your project/organisation – what will you do? Who will you share it with?

- If there is an interesting story written, how can you use it in your own communications?

- Will you carefully subscribe to certain blogs or newsfeeds and read them?

Welcome to the great conversation of “us”. In some ways it’s never been easier. If you do nothing more than have a play with Google Alerts – you will learn a lot.

If you want to discuss a proper strategy about media monitoring and reputation management, give me a tinkle. We’ld love to help you improve your communications. It might be as simple as a short chat and a sign post to send you off in the right direction.

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These slides from the training session for the Brighton & Hove Chamber of Commerce last week. Let me know if you want us to come to your event or run a bespoke event or Masterclass.

More details on our Social Media for Good course soon (looks like next date will be Oct 3 in Brighton).

Covers a bit of an introduction to social media and blogging, plus some questions to get you thinking about your own context, opportunities and challenges.

Some good thinking in the room and animated conversations. Quite a few organisations ready to get blogging and exploring integrated social media in more depth.

A few of you made pledges are you walked out the door about your goals and intentions, so let me know how you get on!
Thanks to all for your warm feedback and to those who helped make it a positive event, especially Lorraine Bell (BCP), Tania “Radiance” Fullerton (Brighton Steiner School) and Fay McDonald.

If that’s not enough, Mark is now researching how to help local charities raise funds via the internet, including a bunch of region specific resources. That’s all part of his role as ICT Champion  for the south east of England.

Read his post on this and the rest of his blog here.

We like lots of the same stuff (To Kill a Mockingbird and Atonement for a start), so it’s great to have found you Mark. Don’t you just love social media for short cutting all that “getting to know you” stuff. I think you can tell a lot about a person by the music/books/films that inspire them.

Our Social Media for the Third Sector course is starting soon. Keep 11 July free for the group learning day, and make a commitment before early July so we can work with you on your learning needs analysis.

That’s if you want a taste of a truly educational, capacity building package, and not just a quicky training day.

We are looking for two motivated people / organisations to award 80% scholarships for Part One (and potentially, Part Two).

If you ‘get’ that social media is essential knowledge to:

• build stronger relationships with your stakeholders
• get attention online and in real life
• raise funds
• collaborate creatively and build innovative approaches to social and environmental challenges

.. then apply here.

Find out all about the way we give and support real learning here.

Any questions, just pick up the phone and talk to Libby on 07968 687 107.

As of today, there are still places available, and we won’t decide on the sponsored places until 30 June. But the earlier you apply, the better.

Some interesting analysis and discussion around this question at Social Edge – the Skoll Foundation online space for social enterpreneurs. Check it out, join in and subscribe to Social Edge is that’s your area.

See other Nodestone posts on blogging.

New dates coming soon…

Your chance to get > share > use radical knowledge for positive impact. More information…

While it concentrates on community and volunteer organisations, the implications are there for others in the Third Sector, including charities and social enterprises.

We were impressed by the clarity of their executive summary – looking at the risks and opportunities presented by the rapid growth and expectations of online communities – along with other web 2.0 behaviours (eg. the expectation of participation and dialogue).

To download or purchase a printed copy of the executive summary (2 pages) and full report, click here.

Their suggestion is these trends apply to younger stakeholders, but it is also interesting to note the increase in social media uptake by the 50+ group.

“Boomers, silver surfers, 50+, third agers, the mature market – whatever you call them, they’re a group that can’t be ignored. They have good incomes, great social networks and they’re getting online like never before.” New Media Knowledge

They also have more time on their hands and are closer to the age when bequests and other forms of giving and participation become more poignant.

Coming soon… latest analytics on who is actually online, what they are doing and how the trend forecasters are suggesting we look ahead. Important stuff to share and consider.

Despite what some might think, even Africa is getting online.
(Click the image to access individual site links.)

Nick Aldridge, CEO of MissionFish helps charities raise money on eBay. He also writes inspiring, informative pieces about the potential and pitfalls of social media and web 2.0.

On the Social Enterprise Magazine website, Nick talks about why social enterprises (and by extension you could add other Third Sector organisations – charities, non-profits, community organisations and other social/eco innovators) should be thinking hard about how to handle the new paradigm emerging.

Authenticity, yet again, is seen as a priority. Something we need to explore more in practical ways. In essence, think “do what you are”, “be who you are”. A congruent, human, appropriate identity emerges.

“The fundamental idea is that the Internet is now a huge forum where people can interact with each other and generate their own content. A bundle of technologies, such as blogs, feeds and widgets (check Wikipedia!) have grown up to catalyse and spread user generated content.

“The result is that customers or donors are no longer passive recipients of marketing messages, which many now actively and vociferously challenge…

“This undoubtedly makes things more complicated for social enterprises, but also more exciting. A real-life supporter or client talking authentically about your work to a large network of friends is worth a dozen beautifully crafted press releases.”

Thanks for your perspective Nick. Thanks to all at Social Enterprise Magazine for putting together a great publication and website.

As an aside… Would be good to see some appropriate social media / interactivity come into Social Enterprise Magazine. I know this is going on in other places (eg. UnLtd World and Ammado), but there is still a chance here to engage on your specific content, even just to the degree that the Guardian, Times and client-specific publications like the RSA Journal are doing… but different. Perhaps focussing interaction between readers not between readers and editors.

Continues on the Social Enterprise Magazine website here…

Other items you might find useful:

Social Media for the Third Sector – at Shine Unconference 08