Effective use of social media technologies can help Nyaya to build our supporter base and engage a broad spectrum of people in the social movement advancing social equity. Other relevant management sites pertinent to social networking strategy: WebManagement, CollabTechManagement
Our overall strategy to utilizing social media tools:
-reach out broadly to a range of social media and demographics that utilize different technologies and sites
-use social networking to raise funds, recruit volunteers, and undertake advocacy campaigns
-not intrude upon the overall elegant, simple design of our main web page, which serves a much broader audience (donors, collaborators in global health) than the social networking niche.
Facebook:
Nyaya has two separate Facebook-affiliated pages. One is the Facebook Group and the second is the Facebook Cause. The idea behind having two different pages with essentially the same content is that the pages target two different pockets of audience with some overlap. Joining the Group does not involve signing into anything new for the user. For any Facebook user, joining the Group is a click away. The Cause is targeted for the more interested and initiated users, as it involves adding the Facebook app, Causes. The major advantage of using Cause is the convenience of online donation.
The Group page should have a link to the Cause page.
Both Group and Cause page should be updated periodically. The target should be to have at least one new news story every 4 weeks accompanied by an automatic email to all the users informing them of the update.
In the Cause page, new news items (e.g. opening of clinic, release of semi-annual report, fund-raising campaign kickoff, etc.) should be added as an announcement under Extended Information. Links to official materials (e.g. reports, press releases, blogs, videos, etc) should be posted under Media Board. The Wall, on the other hand, should be left essentially for user discussions. The Wall is not the right place to make announcements or post official links.
Create and update Fundraising Goal on Facebook Cause page. For that we will need to come with six-month targets and update accordingly. Six months is the longest fundraising period allowed by Causes. The targets should be in accordance with the ones published in semi-annual and annual reports. Having an active Fundraising Goal encourages people to donate.
Twitter
Pictures Processing
The Achham team should also be sending pictures for archival purposes regularly to the communications director (or person playing the role specified onhttp://wiki.nyayahealth.org/Management_INGO#DirectorofCollaborativeTechnology ). Guidelines for taking pictures for the Achham team are in the evernote note "Interviews, stories, pictures, videos, patient cases" (since wiki does not load well in Achham).
Overview
We use picasa as our central repository.
The only pictures accessible to the public are those that we post on the website or blog (and the mainpage from the auto-picture post via the wowzio widget).
The goal for archiving of pictures is to have a large repository for blog posts.
Poor pictures should be screened out at each step in the process (to save on upload times and bandwidth), with attention however to efficiency; ie if screening photos is a barrier to uploading them, it is better to have more photos than less.
The pictures do not need to be particularly well organized within picasa, although it can help somewhat with searching for photos
Sending Pictures
Pictures can be sent in the following ways:
1) Bundled as .rar on server and link sent to to communications director to upload to picasa. This is typically the most efficient use of the Achham team's time and e-resources. The comm director would then unbundle and upload to picasa.
2) Email to picasa. Individual pictures, when convenient can be sent to photos(AT)nyaya which gets posted automatically to picasa. Note multiple images can be sent over a single email, but they must be individual photos (ie not zipped/rar'd). Also note the subject line of the email becomes the caption
3) Bring back from achham then upload to picasa from better internet connection. These should be saved locally on harddrive and on flashdrive in case of hard-drive loss/failure or flashdrive loss in transit.
Photos then are uploaded as follows:
photos sent to photos@ go to "dropbox".
photos sent to team@ go to "internal teamlist archive" (as they have been going for some time)
though this is duplicative, my suggestion would be to just let internal teamlist archive be for now, and email to photos@
Uploading to Picasa
1) Get the photos on picasa on your desktop
Download the desktop version of picasa
Insert your photos via digital camera or flashdrive onto your computer; then download them into picasa desktop program
2) Get the photos from picasa desktop onto the web
Login to the picasaweb.google.com/home with web credentials (password required; nyaya members only):
http://docs.google.com/a/nyayahealth.org/Doc?docid=0AdZQBHyI2oBYZGY4cmdwbmJfMTVjdG5qa3Rocg&hl=en
Click "upload photos" and then select or create an album. Then click "Launch picasa" to upload from within desktop picasa all the files.
Organizing Photos on Picasa
Ideally, most of the organizing is done via the desktop version since that is much faster/more efficient
Tags are the best way to organize photos since they create albums that allow for one photo to be in separate albums. For example, perhaps a "renovations" slide show also includes one for an "energy slideshow" as well as one for "reports". You can view these tags as individual albums same exactly as folders. So really "creating folders" versus "tagging" is the same process, just with the added benefit of tags that allow photos to be in multiple albums at the same time.
In the web version, to add tags:
Clicking on the photo in picasa.
Click "add" next to the word "tag" in the right-hand column and then
Type in all the tags you want one after the other in quotations
Without commas "waste management" "sanfe bagar" "infection control"
In the download version:
Highlight (or use cntrl/shift) on a bunch of photos and press cntrl-T to tag all of them en masse.
Note on Types, Quality, Ethics of Photos
Typically, pictures will represent some aspect of our clinical care and should follow the basic guidelines; since it is time-consuming to process pictures, only the best pictures should be sent:
- pictures should have appropriate lighting and should be high resolution
- pictures should typically include at least one person looking directly at the camera or otherwise (for example if two people are interacting) should have faces in positions that can engage the viewer. even if the picture is of new equipment or infrastructure, a person should be in it.
- pictures that include patients
- should be respectful of patients' dignity
- particularly if there are therapeutic lines, procedures, etc., there should be a picture of a treating clinician
- preferably the patient is looking directly at the camera
- the patient should have provided verbal consent and understood that the photo could be seen publicly
- the required caption should be particularly well-detailed; a paragraph or more is often required to fully describe the context of the patient.
- typically these are stored in one of the private picassa folders and are only used in very contextualized reports rather than on the public galleries.
- extremely compelling natural scenes of Achham can be sent, but these should be kept to a minimum of truly outstanding shots, since really the main focus of our pictures are clinical operations
- for portraits, indoor is usually better as long as you use a flash that is not too harsh or have two light sources facing the person's face so their face doesn't have shadows. Outdoor pictures on a sunny day usually have shadows on the face. It's actually much better to take a portrait on a cloudy day because that allows more diffuse light and no shadows on the face.
Our formal ethics and dignity guideline are available here: http://db.tt/swrkcRh
Posting to Blog and Wiki
For posting to blog, wiki, etc., you must link directly to our public picasa site. To link the photo, go to the picture in picasa. On the right-hand side, "select size...medium 400px"(or different size if you need larger/smaller; 400px is typical for blog posts) next to "embed image". Then copy the text after img src=" , for example:http://lh6.ggpht.com/_Bv8ZoY8Lu24/SJBsxhYLZEI/AAAAAAAADNI/PyVJ3jSlmNU/s400/snb11975.jpg and back in the blog, click "insert image" and paste this into the URL section. Title the picture, select "center" justified. For the link that folks go to upon clicking on the image, set it as: www.nyayahealth.org/donate_now . We want the pictures to link to the donate page rather than picassa. While picassa is a public site for us, it is more of a storage area that we are not interested in people linking to since it is not very customizable and does not send people to donations page.
If you need to edit a picture, edit within picassa. The way to do this is to select the picture, select "Edit...Edit in picassa". Then edit the picture and be sure to re-upload by clicking on the "update online copy with this version". If picassa editor is not sufficient, go to "File... "locate on disk". This will open the containing local folder. Then open this with your favority photo editor; a simple and low-MB free one is paint.net.
Note that changes will propagate to the blog automatically but they typically will not do so for the wiki. So you will need to re-save the link if you saved a picture on the wiki.
If you rename a photo, rename its gallery, or move the photo to another gallery, will change the link and previous links will not work. Adding other pictures to the same gallery or editing the photo, however, will not change the link.
It is essential that you pay attention to the quality of pictures that you post on the blog. These are propogated to our homepage (other than patient stories category, since those often contain inappropriate pictures for the homepage). As such, they should be high resolution, relevant to rural health delivery, and engaging.
It is also worth creating screenshots of selected portions of the wiki, namely charts and graphs. To do this in Windows, you can make an appropriately sized window of the chart or graph and click ALT+PrntScreen. Then copy that to your paint.net or other program and resize to approximately 500-600 width. Make sure the resolution is not degraded since this will be propagated to the homepage as well!
Video Processing
For embedding video on the main website, there are two methods:
Youtube
This is preferred because of its simplicity.
Youtube videos can be uploaded to the blog as follows:
1) upload to our youtube channel by logging in to www.youtube.com/nyayahealth via the login information here (@nyaya email address required):
http://docs.google.com/a/nyayahealth.org/Doc?docid=0AdZQBHyI2oBYZGY4cmdwbmJfMTVjdG5qa3Rocg&hl=en
2) right click on the video and select "copy embed html"
3) paste into the html editor (not the visual editor) within the post
Flash
This is the method if youtube quality is degraded too much. The video should also be placed on youtube for social networking purposes. A good program for converting several types of video is:
http://www.dvdvideosoft.com/guides/dvd/free-SWF-FLV-video-converter-convert-video-to-SWF-FLV.htm
Good how-to:
http://www.walkernews.net/2008/01/11/how-to-embed-flv-flash-in-wordpress-or-html/
Here is a creative commons flash player:
http://www.jeroenwijering.com/?item=JW_Media_Player
Monitoring Marketing Success
Each of our main sites-- blog, website, and wiki-- should be monitored through google.com/analytics. Occassionally, the java code for this will need to be updated to ensure proper tracking. Adjustments to our strategy should be made according to the results of the analytics tracking. The analytics results should be reported on a monthly basis to the team list.
Additionally, the google grants advertising program, i.e., google.com/adwords should be monitored and updated.
This program provides $10,000 per month in free advertising to Nyaya. Optimizing this advertising requires significant oversight to ensure that the keywords are being best utilized. Note that through this program Nyaya also receives free google checkout processing, which saves 2.2% on all funds processed online. We have to keep our adwords account current to continue to benefit from this additional and significant savings.
Login info for adwords and analytics is here:
http://docs.google.com/a/nyayahealth.org/Doc?docid=df8rgpnb_14zks3mvgm&hl=en
Email-Based Marketing
For mass emailing (e.g. update letters, fundraising solicitation, blog updates, etc.), Nyaya has an account with MailChimp, which enables HTML emailing and contains all of Nyaya's email lists saved in the account.
**For new users to MailChimp, there are weekly 45min introductory webinars (free) offered by the logistics team at MailChimp. To sign up for these (they are offered one to two times per week at a scheduled time, pre-registration required) click on "Webinars" at the top margin after logging in.
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