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Social Media in a Virtual World

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Nonprofit Commons (NPC) is a virtual space in Second Life that houses over 80 social benefit organizations. The document discusses NPC's use of social media and other communication tools to connect its diverse real and virtual communities. It analyzes NPC's audience and how to engage three levels of interaction from within Second Life to outside connections. The document provides examples of how NPC uses tools like Twitter, Facebook, LinkedIn and YouTube and lessons learned about developing an integrated social media strategy.

TechnologyBusiness
1 of 15
Social Media in a Virtual World March 2010 A Communications Overview for Nonprofit Commons in Second Life
Page 2 Nonprofit Commons (NPC) is a 4-sim archipelago in Second Life. Housing over 80 social benefit organizations from around the globe, NPC is managed by volunteers under the leadership of TechSoup Global. Advocacy & Outreach Community Communications Objectives ,[object Object]
Integrate 2D and 3D communication tools as much as possible.
Deploy and efficiently maintain a steady social media communication stream about nonprofit activities.Professional Network Outside SL Second Life Community NPC & Techsoup Groups Active Tenants & Volunteers NPC Serves Virtual and Real World Communities
Page 3 NPC Community Interaction is Rich and Diverse
Page 4 Inworld (SL) Outworld (Flat Web) Local chat Group chat Group notices Instant Messaging Voice Audio/Video Notecards Interactive Displays Presentation Tools Mixed Media applications Website Blogs Email Google applications Social Media ,[object Object]
Facebook
LinkedIn
YouTube
Flickr
Avatars United
PlurkLimited Outworld Flow Expanding Inworld Flow NPC Community - Many Communication Options Increasing potential for reaching communities in both the virtual and physical world. Inworld and Outworld Tools Used
Page 5 From To Somewhat engaged Occasional Impersonal Short-term Passionately committed Constant Intimate Loyal Transform NPC Community - Communications Challenge Diverse Audience Inworld & Outworld How can the use of social media assist this transformation?
Page 6 Three Virtual World/Real World Levels of Interaction NPC community interacts on three levels: Within Second Life as NPC tenants, volunteers and NPC/Techsoup group members Across Second Life with other individuals and groups In our real world interactions with each other, our colleagues, interested friends and related organizations Advocacy & Outreach Community Professional Network Outside SL LEVEL 3 Real World Second Life Community LEVEL 2 Second Life NPC & Techsoup Groups Active Tenants & Volunteers LEVEL 1 NPC/Techsoup
Page 7 Many loose connections across broad audience (i.e. least likely to be real/virtual friends or colleagues); interactions are frequent but short. Most potential for viral sharing. Increasing numbers Decreasing Intimacy Advocacy & Outreach Community Large, Least Intimate Professional Network Outside SL Medium number of connections with people that often have a real world interest (i.e. are or have been friends or colleagues). Good for group information sharing and updates . Second Life Community Medium, Less Intimate NPC & Techsoup Groups Smallest number of core connections with people that have an active affiliation and meet real-time in virtual world (i.e. are avatar friends or colleagues). Provides most intimate level of interaction & collaboration. Active Tenants & Volunteers Small, Most Intimate Social Media Tools and How They Work for NPC

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Social Media in a Virtual World

  • 1. Social Media in a Virtual World March 2010 A Communications Overview for Nonprofit Commons in Second Life
  • 2.
  • 3. Integrate 2D and 3D communication tools as much as possible.
  • 4. Deploy and efficiently maintain a steady social media communication stream about nonprofit activities.Professional Network Outside SL Second Life Community NPC & Techsoup Groups Active Tenants & Volunteers NPC Serves Virtual and Real World Communities
  • 5. Page 3 NPC Community Interaction is Rich and Diverse
  • 6.
  • 12. PlurkLimited Outworld Flow Expanding Inworld Flow NPC Community - Many Communication Options Increasing potential for reaching communities in both the virtual and physical world. Inworld and Outworld Tools Used
  • 13. Page 5 From To Somewhat engaged Occasional Impersonal Short-term Passionately committed Constant Intimate Loyal Transform NPC Community - Communications Challenge Diverse Audience Inworld & Outworld How can the use of social media assist this transformation?
  • 14. Page 6 Three Virtual World/Real World Levels of Interaction NPC community interacts on three levels: Within Second Life as NPC tenants, volunteers and NPC/Techsoup group members Across Second Life with other individuals and groups In our real world interactions with each other, our colleagues, interested friends and related organizations Advocacy & Outreach Community Professional Network Outside SL LEVEL 3 Real World Second Life Community LEVEL 2 Second Life NPC & Techsoup Groups Active Tenants & Volunteers LEVEL 1 NPC/Techsoup
  • 15. Page 7 Many loose connections across broad audience (i.e. least likely to be real/virtual friends or colleagues); interactions are frequent but short. Most potential for viral sharing. Increasing numbers Decreasing Intimacy Advocacy & Outreach Community Large, Least Intimate Professional Network Outside SL Medium number of connections with people that often have a real world interest (i.e. are or have been friends or colleagues). Good for group information sharing and updates . Second Life Community Medium, Less Intimate NPC & Techsoup Groups Smallest number of core connections with people that have an active affiliation and meet real-time in virtual world (i.e. are avatar friends or colleagues). Provides most intimate level of interaction & collaboration. Active Tenants & Volunteers Small, Most Intimate Social Media Tools and How They Work for NPC
  • 16.
  • 17. Can tweet messages, pictures and locations directly from Second Life using Blip.me application. NPC's Visit Avatars United page here
  • 18.
  • 19. Interacts with Twitter and other social media applications. Visit NPC's Facebook page here Medium, Less Intimate
  • 20.
  • 21. Can tweet into LinkedIn, start discussion, share news, resources and presentations. Visit NPC's LinkedIn page here
  • 22.
  • 23. Can link to Facebook and LinkedIn, as well as website and blog. Visit NPC's Twitter page here
  • 24.
  • 25. Videos easily linked to or embedded into other social sharing sites (e.g. Facebook) as well as topic-related blogs and websites. Visit NPC's (TechSoup) YouTube page here
  • 26.
  • 27. Selectively search on your twitter address activity.
  • 28. Selectively tweet or re-tweet information from several individual or organization accountsThird Party Applications Make Deployment & Tracking Easier
  • 29.
  • 30. Event promotion requires a messaging and message timing strategy across all the communication channels you plan to use.
  • 31. Define your metrics for success: is it event attendance, number of donations raised, more volunteer activity? Apply these metrics every time you run a new campaign.
  • 32. Your community includes people with different levels of social media usage; make it easy for them to hear and respond to your messages on the platforms they are comfortable with.
  • 33. Solicit feedback from your community on all your communication efforts in order to target your efforts on the right platforms and refine your messaging.
  • 34. Using volunteers? Make sure they have the right skill-sets for social media -- and train them if they do not.
  • 35. Social media is time consuming. Plan it out and determine which third-party applications will help you be more efficient.
  • 36.
  • 37. Randi’s Second Life avatar, Dusty Artaud, is a tenant of Nonprofit Commons, representing Kidsbridge Tolerance Museum.
  • 38. Dusty is also the volunteer communications coordinator for Nonprofit Commons, a role that she shares with her typist and many other wonderful volunteers.
  • 39.

Editor's Notes

  1. The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate?To help you think about this, I have a simple idea.
  2. The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate?To help you think about this, I have a simple idea.
  翻译：