CZC2010

Incorporating
Social Media
On-line
Social Media
Media designed to be disseminated through
social interaction, using highly accessible
and scalable publishing techniques. Social
media use web-based technologies to
transform and broadcast media
monologues into social media dialogues.
They support the democratization of
knowledge and information and transform
people from content consumers to content
producers.
A Few
Selected Examples
• Communication
– Blogs:
• Blogger, LiveJournal, Open Diary, TypePad, WordPress, Vox, ExpressionEngine, Xanga,
FMyLife, Jaiku, Plurk, Twitter, Tumblr, Posterous, Yammer, Qaiku
– Social networking:
• Facebook, Geni.com, Hi5, LinkedIn, MySpace, Ning, Orkut, Skyrock, Qzone, Vkontakte, Kaixin,
ASmallWorld, studivz, Xing, , Bebo, BigTent, Elgg, Hyves, Flirtomatic

• Collaboration
– Wikis: Wikipedia, PBworks, Wetpaint
– Social bookmarking: Delicious, StumbleUpon, Google Reader, CiteULike

• Multimedia
– Photography and art sharing:
• deviantArt, Flickr, Photobucket, Picasa, SmugMug, Zooomr
– Video sharing: YouTube, Viddler, Vimeo, sevenload
– Livecasting: Ustream.tv, Justin.tv, Stickam, Skype, OpenCU
– Music and audio sharing:
• MySpace Music, The Hype Machine, Last.fm, ccMixter, ShareTheMusic
– Presentation sharing: scribd

• Etc., etc., etc.

 Social Media Pros

• Useful in finding and engaging interested

participants beyond normal geographic
and thematic boundaries
• Free (for the most part)
• Self maintaining (for the most part)
• “Organic”, creative and inclusive
 Social Media Cons

• Uncontrolled/uncontrollable and expect the

unexpected
• Seen as “just another distraction”
• Requires new skill sets
• Requires a new culture that is not common
within control-based agencies – i.e.
government
 Considerations

• Setting up a facebook group takes less than one minute

• facebook includes
– Separate but linked pages for groups, fans, and events
– Blogs
– Discussion forums
– E-mail list of members
– “the wall” for informal contributions
– Photo and video sharing
– Advertising
• The majority of facebook groups have very few members
(5-10) and very little usage

WITHOUT PURPOSE AND PARTICIPATION – THEY DIE

 Boudreau’s Bottom Line(s)

• It might be a useful tool(s) for the

facilitation of improved integrated coastal
and ocean management (ICOM)
• Success relies on the participation of both:
– participants familiar with ICOM but not the tool
– participants familiar with the tool but not ICOM

Success Requires Nurturing

 Boudreau’s Conclusion
CZC2010 is an interesting setting for a social media
“experiment”

Null Hypothesis to be tested:

“social media is useless within the context of ICOM”

Test: A significant increase in the number of active

(useful) contributions to the CZCA through social
media tools in July 2011
 Baseline for Incorporating On-line
Social Media tools
As of April 2010:
– Facebook
• 20 Members on the CZCA group page:
– http://www.facebook.com/?sk=2361831622#!/group.php?
gid=27661087534
• 5 Members on the CZC2010 event page:
– http://www.facebook.com/?sk=2361831622#!/event.php?
eid=120969428293&index=1
• 14 Members on the Youth on the Coast group page:
– http://www.facebook.com/group.php?
v=info&gid=116455850405
• 4 Members on the Youth Forum event page:
– http://www.facebook.com/?sk=2361831622#!/event.php?
eid=103270697249&index=1
 Proposed Next Steps
April to July 2010

• Get the word out

• Get participants signed-up
• Nurture discussions with information,
questions and answers
 Proposed Next Steps
Early July 2010

• Continue to use facebook tools for

communication
• Initiate Twitter communications for
immediate news updates
 Proposed Next Steps
July 25 - 28, 2010
• Arrange postings of hourly and daily summaries
to the facebook discussions
• Encourage participation from across the country
• Arrange keynote facebook blog postings - with
option for discussion and comments
• Arrange “high level” responses to questions
posted on facebook
• Promote posts to twitter for immediate input –
e.g. for announcing spontaneous gatherings
• Daily “prizes” for best on-line contribution
 Proposed Next Steps
July 28th, 2010 onwards
• Post CZC2010 outputs to facebook
• Encourage use of social media tools for
discussion and event planning
• Post conference photos and videos to facebook
group
• Employ Survey Monkey to get participants input
on CZC2010 and CZCA items of interest
• Ensure monthly post of items of interest - could
be linked with CZCA newsletter
• Promote RSS feeds from CZCA sites
Final words
Social media cannot do everything for CZCA
and CZC2010

Incorporating social media into CZC2010 is well

worth the effort

Success requires participation and purpose