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Social Media Campaigns Can Improve Engagement with Revenue-Generating Content

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Many associations judge the success of their social media campaigns by likes, rather than whether that content leads users to engage further on their site. Changing how social media is used and measured can improve engagement and help generate revenue.

In today’s COVID-19 world, all associations are looking for ways to maintain revenue and membership. Social media can help, but only if you use it right, contends Dan Stevens, president of WorkerBee.TV, Inc.

“Social media is a really a low-cost recruitment tool, advocacy tool, and marketing tool, if used effectively,” Stevens said. However, “if you are publishing full stories, full videos, full anything on social media, you are accelerating your own demise.”

The problem with using social media platforms like Facebook, Twitter, Instagram, and even LinkedIn to publish your content is that it leaves your members and prospects on the social media platform, rather than drawing them to your site, where they can dive deep into all your association has to offer.

“I always joke that likes are for losers,” Stevens said. “It’s about awareness and conversion, not likes.”

So, how does an association use social media as a jumping off point to pull people into their content, particularly paid offerings? Stevens recommends a drip approach, where you offer a tiny snippet—micromarketing—to pull people to your site.

“Micromarketing gives awareness and pulls people into the full story on your ecosystem and your brand, where you can monetize with advertising or pay per view,” Stevens said. “They may say, ‘This is good, and I’m going to sign up and do something for free.’ And that’s how the internet works: People have to try before they buy. What you [as an association] have to do is create those experiences to pull people in.”

The good news is that associations are poised to easily create these experiences because they have awesome content. Stevens noted that in a typical year most associations only get about 15 percent of their members to attend their annual meeting. “When you interview members, they always say the meeting is a top benefit and has the best content,” Stevens said, noting the association’s best content should go wider than 15 percent of members.

But this year, with most associations moving to virtual conferences, they now have recorded sessions chockfull of good content they can use to draw people into their ecosystem.

“Why not take that great one-hour session and produce a three-minute version for your website and a 30-second social media version,” he said. Then post the 30-second version on social, where people can click through to see the three-minute version on your site. Associations can then charge for access to the full session or place it behind a member paywall. “We are seeing incredible conversion rates, when you go from micromarketing to microlearning to full learning,” Stevens said.

That said, Stevens notes that every interaction doesn’t have to be about pulling members back to your platform. Staying on platform and engaging can be useful at times. “Social media is a great way for you to have a two-way conversation in real time,” Stevens said. “It is a great way to test ideas, test themes, and see if people in a specific category care about topics. It’s a chance to post content and take a pulse of what’s important to the audience you are attracting and that may influence your programming mix.”

Whatever mix you use on social media, the key is to make sure that it makes sense from a revenue-generating perspective. “If you can’t convert, you’ve basically built another cost center, not a profit center,” Stevens said.

If an association finds its members aren’t as active on social media and wonders if devoting limited resources to this is a good idea, Stevens said that social media is also where you’re going to find your future members.

“If my future recruitment is based on attracting the young demographic who views content as free and thinks ‘I can find everything online, why do I need to pay?’ then you really have to engage to get them,” he said. “You have to get them to engage in your environment, so they can say, ‘This is worth paying for.’”

What social media techniques are you using to engage with your audience? Share in the comments.

Source: – Associations Now

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Global Environment Media (GEM) Announces the First-of-its-Kind Digital Media Network Dedicated to Positive Environmental Solutions – Canada NewsWire

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MONACO and WASHINGTON, Oct. 23, 2020 /CNW/ — Nonprofit, civic and corporate leaders from around the world have come together to launch Global Environment Media (GEM), a content platform designed to educate, engage, and empower audiences to tell positive stories of progress about our planet. The announcement was made today by its distinguished co-founders surrounding the 75th anniversary of the United Nations. Press kit and Sizzle Video.

Seeing the need for positive solutions that address the current environmental crises, this founding team of Christian Moore, Vincent Roger, Dennis Kucinich, Michael Clemente, Elizabeth Kucinich, Marc Scarpa and Doug Scott joined forces to build a media company with the support of the non-profit organization, GEMA, that together will lead current and future generations to a healthier, more sustainable planet. The founders share a vision to curate, produce and distribute inspiring environmental stories with positive solutions.

Moore, the Managing Partner of GEM and president of the foundation, Global Environment Movement Association (GEMA) said, “GEM embodies that mindset that people must fall in love with the natural world first in order to then be engaged and excited enough to save it. This was why we launched GEM as the first-of-its kind media network.”

Added Roger, the Managing Partner GEM, and treasurer of GEMA, “We believe in positivity and wanted to create a destination where people can explore stories of innovators who are impacting the world. We know that governments can only go so far and together with GEM, individuals, businesses and NGOs, can take action and catalyze the change needed to heal our planet.”

GEM-TV.com will be divided into four primary sections: 1) Live TV, 2)Topics – an expansive VOD library – “solution-oriented” videos covering nine environmental topics: Energy, Climate Change, People on Earth, Forests, The Ocean, Biodiversity, Food, Sustainable Living and Water 3) Research – an education section rich with infographics, academic papers, a portal to global environmental courses and 4) Kids – a special learning section for kids.

With its powerful mission, GEM has already partnered with 50 institutions, foundations, NGOs, and nearly 40 global advisory members. To read the full list go here.

GEM is proud to have the support of Hamid Guedroudj, social and environmental philanthropist.

For more information, please visit Gem-TV.com.

Follow on Social: @TheGEMPlatform

Logo – https://mma.prnewswire.com/media/1319153/GEM_TV_Logo.jpg

Media Contacts
Liz Stein, Communications Director
[email protected]

SOURCE Global Environment Media

For further information: +1.240.461.3053, https://gem-tv.com/

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Nunavut MLA ousted from cabinet after social media post criticizing Black women for abortions – CBC.ca

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Nunavut MLA Patterk Netser has been removed from cabinet after a 14-3 vote by his fellow MLAs in the legislature on Friday morning.

“I sometimes have to make difficult decisions in the best interest of our territory. This is one of those times. There can be no tolerance for disrespectful hurtful actions,” said Premier Joe Savikataaq. 

Savikataaq introduced a motion on Wednesday — the first day of the fall sitting — to remove Netser from the executive council. Savikataaq accused Netser of making comments “based in racism and gender violence.”

Netser’s demotion follows a recent Facebook post in which the MLA criticized Black women for having abortions. In the same post, Netser also stated “all lives matter,” a phrase largely seen as a criticism of the Black Lives Matter movement because it discounts the disproportionate racism that Black people face.

A post apparently made by Netser refers to “all lives matter,” a slogan which undermines the Black Lives Matter message by discounting the disproportionate racism that Black people face. His post then goes on to question how many Black women undergo abortion. (Patiq Netser/Facebook)

Two weeks ago, the premier stripped Netser of his ministerial portfolios. The Aivilik MLA was minister responsible for the Nunavut Housing Corporation and the Nunavut Arctic College.

In a statement on Friday morning in the legislature, Netser denied the premier’s claim that his words were racist or gender violent. 

“I never raised any issues on ethnic groups. I spoke out about unborn babies that have been aborted,” he said, in his response to the motion.

“My reference to ‘all lives matter’ was not stated in that context and I would not have used those words if I knew they could be used to negate the struggles of my Black brothers and sisters,” he said.  

‘We cannot say whatever we want’

Iqaluit Manirajak MLA Adam Arreak Lightstone seconded the motion to oust Netser. 

MLAs Tony Akoak, Emiliano Qirngnuq and Netser opposed. MLA David Qamaniq abstained from voting while three others, Minister Elisapee Sheutiapik, MLAs Cathy Towtongie and Margaret Nakashuk were not present in the house for the vote.

Qirngnuq said he was uncomfortable with the motion because the statements by Netser were made outside of the assembly. He asked for deep reflection on the severity of government reaction. 

Jeannie Ehaloak, minister of Justice and responsible for Human Rights Tribunal, supported the vote to oust Netser from cabinet.

Justice minister Jeannie Ehaloak says saying ‘whatever we want to’ puts the credibility of government at risk. (Jordan Konek/CBC)

“We can believe whatever we want to. But we cannot say whatever we want when those statements have a negative impact on the rights and dignity of others,” Ehaloak said.

“This is particularly true for those of us in office.”

Doing so puts the credibility of government at risk, she added.

“We have a code of conduct, when you’re elected to MLA you are held to a higher standard than the general public. When you’re elected to the executive council you are held to an even higher level, you are speaking on behalf of the government,” premier Savikataaq said to media following the vote. 

Savikataaq said Wednesday that he expected MLAs to support his motion to take the next step and remove Netser from cabinet. The premier wanted MLAs to vote on his motion on Wednesday, but Netser voted to delay it until Friday.

The ousted minister also spoke out on Wednesday, making no apologies for his social media posts. In a member’s statement, he said he was being punished “because of my Christian principles and values.”

Now out of cabinet, Netser told reporters on Friday that he will continue as an MLA.

To his constituents he said, “This is what happened, we can’t do anything about it, we will be OK.”  

 The cabinet vacancy has triggered a leadership forum to be held to elect another MLA to fill the spot. The date for the forum has yet to be determined.   

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To Recognize Misinformation in Media, Teach a Generation While It’s Young – The New York Times

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The Instagram post looked strange to Amulya Panakam, a 16-year-old high school student who lives near Atlanta. In February, a friend showed her a sensational headline on her phone that declared,Kim Jong Un is personally killing soldiers who have Covid-19!” Of course, the news wasn’t real. “I was immediately suspicious,” Ms. Panakam said. She searched online and found no media outlets reporting the fake story. But her friends had already shared it on social media.

Ms. Panakam was startled by how often students “grossly handle and spread misinformation without knowing it,” she said. Yet media literacy is not part of her school’s curriculum.

So Ms. Panakam ­­contacted Media Literacy Now, a nonprofit organization based near Boston that works to spread media literacy education. With its help, she wrote to her state and local representatives to discuss introducing media literacy in schools.

The subject was hardly new. Well before the internet, many scholars analyzed media influence on society. In recent decades, colleges have offered media studies to examine advertising, propaganda, biases, how people are portrayed in films and more.

But in a digital age, media literacy also includes understanding how websites profit from fictional news, how algorithms and bots work, and how to scrutinize suspicious websites that mimic real news outlets.

Now, during the global Covid-19 crisis, identifying reliable health information can be a matter of life or death. And as racial tensions run high in America, hostile actors can harness social media to sow discord and spread disinformation and false voting information, as they did in the 2016 elections and may well be repeating in the current elections.

Indeed, Facebook and Twitter recently shut down fake accounts linked to the Internet Research Agency, backed by Russia. Twitter said this month that it suspended nearly 1,600 accounts, including some in Iran that “amplified conversations on politically sensitive topics” like race and social justice.

Online misinformation might seem like an incurable virus, but social media companies, policymakers and nonprofits are beginning to address the problem more directly. In March, big internet companies like Facebook and Twitter started removing misleading Covid-19 posts. And many policymakers are pushing for tighter regulations about harmful content.

What still needs more attention, however, is more and earlier education. Teaching media literacy skills to teenagers and younger students can protect readers and listeners from misinformation, just as teaching good hygiene reduces disease.

A RAND report last year said research showed signs that media literacy increases “resiliency to disinformation.”

Erin McNeill, the founder of Media Literacy Now, grew concerned when her young sons were exposed to sexist female stereotypes on television and in video games. She raised the issue to her son’s fifth grade teacher, who voluntarily created a media literacy unit that included analyzing those messages.

Going further, she said, “we need policy so it’s embedded in the education system,” and in 2011 she wrote to Massachusetts politicians and eventually got support from some, notably a state senator, Katherine Clark, who is now a representative in Congress.

Two years later Ms. McNeill founded Media Literacy Now, to help people in other states lobby policymakers. The organization’s online tool kit included templates for emailing to elected officials, alongside samples of policy documents, research papers and videos. Changes were already happening before Media Literacy Now was founded. Since 2008, 14 states have passed legislation supporting some form of media literacy in schools, potentially affecting tens of millions of students.

And media literacy is getting more support. Last year, Senator Amy Klobuchar, Democrat of Minnesota, introduced a bill calling for $20 million to fund media literacy education.

While that federal bill has little chance of passing, momentum has grown at the state level, and 15 states were considering media literacy bills this year. Media Literacy Now has influenced nearly 30 bills in 18 states since its founding.

In Connecticut, for example, it guided a group of African-American social workers who had founded a company named Welcome 2 Reality to seek new state laws that passed in 2015 and 2017. The state now requires schools to teach safe use of social media and also formed an advisory council on media literacy education that is drafting a baseline report.

Marcus Stallworth, a founder of the social workers’ group who has taught an elective titled “Social Media: The Good, Bad, and the Ugly” at the University of Bridgeport, saw how deeply media affected students. “Social media — anyone can say anything,” he tells them. He also asks them to consider who is disseminating information and what their intent might be. For example, are posts coming from an official source like the governor, or from a potential scammer?

After connecting with Media Literacy Now, the social workers realized that state education policies could have wider impact. Qur-an Webb, a member of Welcome 2 Reality who saw that ordinary citizens could influence lawmakers, concluded that “these are people we vote for — they should meet with us.”

There is no silver bullet for disarming misinformation. But states’ media literacy education policies typically include first steps, like creating expert committees to advise education departments or develop media literacy standards. Next come recommending curriculums, training educators, funding school media centers and specialists, monitoring and evaluation.

States set guidelines for education departments, although local districts often have final control of curriculums.

Even without legislation, teachers can incorporate media literacy concepts into existing classes or offer electives. At Andover High School in Massachusetts, Mary Robb has taught the subject for 19 years. As part of Media Literacy Now’s advocacy, she and her students testified at a Massachusetts State House hearing in 2013.

Ms. Robb now includes media literacy in civics classes, where students might analyze war propaganda and assess the credibility of websites. “‘Fake news’ is not news that you disagree with,” she emphasized.

At Swampscott High School in Massachusetts, Tom Reid has taught media literacy for 15 years and testified at the State House. He pointed out that lessons should focus on critical thinking, rather than being “too focused on simply trying to get students to reduce their screen time.”

Teaching resources already exist. News Literacy Project, for example, has a free 13-lesson online curriculum. Its lessons also cover topics like “deep fake” videos and the role of journalism in a democracy.

Other resources include Ground News, which compares reportage; Adfontes Media, which assesses the reliability of news sources; and Media Education Foundation, which makes documentaries about media’s impact.

Establishing policies is one important step, but Media Literacy Now does not track how they are carried out. “Just passing one bill does not necessarily mean the lessons are being taught,” Ms. McNeill said. “Advocacy still needs to be done.”

Many young people say media literacy is invaluable. Mr. Stallworth’s students said they wished they had learned about the subject earlier.

“Why are we waiting until they get to college?” Mr. Stallworth asked. “It makes more sense to introduce them much earlier.”

Ms. Yee is a journalist who has written about solutions to social problems in the United States, Africa, Asia, Australia and Europe.

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The Times is committed to publishing a diversity of letters to the editor. We’d like to hear what you think about this or any of our articles. Here are some tips. And here’s our email: letters@nytimes.com.

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