Social Media For Social Good Class #1 - Philanthropy's Long Tail

Social Media for Social Good

January 13

Introductions

Our Work: The Curriculum

What’s In It for You• Create a social media strategy for your nonprofit• Learn how to research to effectively inform strategy• Benefit at work from the consensus and collaborative

demands

Reading List• Christopher Locke, Rick Levine, Doc Searls, and David Weinberger,

The Cluetrain Manifesto• Seth Godin, Flipping the Funnel, nonprofit edition (eBook)• Charlene Li and Josh Bernoff, Groundswell• Geoff Livingston with Brian Solis, Now Is Gone• Jack Trout and Al Ries, Positioning: The Battle for Your Mind• Ben Rigby, Mobilizing Generation 2.0• Malcolm Gladwell, The Tipping Point• Allison Fine, Momentum• Plus web-based case studies and articles

Grading• Mid-term essay: 20 points• Final project: 40 points• Group grade: 20 points• In-class Projects and Tests, Attendance and Participation: 20 points

Georgetown University Honor SystemRead it. Understand it. Live it. Especially the section on plagiarism:

You are expected to abide by the Georgetown University Honor System. If you have not already done so, please familiarize yourself with the material and information posted on the Honor Council's website: http://gervaseprograms.georgetown.edu/hc/index.html. I will be using TurnItIn.com this semester, a tool to ensure that no one – accidentally or otherwise – violates the GU Honor System.

Philanthropy’s Long Tail, the Economic Crisis and Social Media

The Long Tail Applied

Other Critical Challenges

What Does the Market Care About?

Current Philanthropic Social Media• Awareness (Lil Green Patch, etc.)• Fostering Social Investment• Fundraising (Micro and Macro)• What else?

Potential Philanthropic Social Media

• Demonstrating accountability to donors• Differentiating mission-based ROI and fiscal use of finances• Facilitating dialogue on mission, actions, and achieving

alignment– Between donors and organization– Donors, recipients and larger community (Care2)

• What else?

Our Contact InfoProfessor: Geoff Livingston

Email: geoffliving@mac.comTwitter: geofflivingPhone: 703-798-5277

Co-Professor: Qui DiazEmail: qui.diaz@gmail.com Twitter: beautifulthangsPhone: 703.894.5460

Office Hours: By appointment. Usually before or after class.Buzz Bin Blog:

http://www.livingstonbuzz.com/category/social-cause/gtownsm4sg/

Twitter Hashtag: #gtownsm4sg

Image Credits• Slide 2 -Introductions: “Meeting with Grad Students in Second Life,” by Pathfinder Linden,

http://www.flickr.com/photos/pathfinderlinden/157712296/• Slide 3 - Our Work: “the brighter side of suffering” by notsogoodphotography,

http://www.flickr.com/photos/notsogoodphotography/519370317/• Slide 7 – Philanthropy’s Long Tail:”Bulldozer” by smccard http://flickr.com/photos/smccard/2877059499/• Slide 8 – The Long Tail, from Chris Andersen’s book, The Long Tail• Slide 9 - Other Critical Challenges, “Marketing to Millenials “ by jonny goldstiebn

http://www.flickr.com/photos/jonnygoldstein/2434417624/• Slide 9 – Other Critical Challenges, “Day 6” by R_i_c_h_a_r_d, http://www.flickr.com/photos/richardstreeter/3174281391/• Slide 10 – What Does the Market Care About, “Changing Landscape 3” by nalilo, http://flickr.com/photos/nalilo/23831799/