Radio+Bilingue


 * Radio Bilingue **


 * Contact Person: **  Jose Gonzalez, Butler-Koshland Fellow

 ** Phone: ** 209-968-6155

 ** Email: **jgonzalez@radiobilingue.org

 **Web Site:** [|www.radiobilingue.org]

 ** Executive Director: ** Hugo Morales

 ** Communications Director: ** Samuel Orozco & Maria Erana

 ** Social Media Staff: ** Jose Gonzalez & Jose Moran


 * Baseline **

 ** CWRF Overall Level: ** Crawl

 ** Overall Score: **1.14

 ** Detailed Score: ** []
 * Indicator || Pre-Program Score || Post Program Score ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Networked Mindset || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 || 2 ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Institutional Support || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 || 2 ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Communications Strategy || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 || 2 ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Staffing || <span style="font-family: Arial,sans-serif; font-size: 9pt;">2 || 2 ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Analysis || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 || 1 ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Tools || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 || 2 ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Sense-Making || <span style="font-family: Arial,sans-serif; font-size: 9pt;">2 || 2 ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Brand Monitoring || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 || 2 ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Influencer Researcher || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 || 1 ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Content || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 || 2 ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Engagement || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 || 2 ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Champions || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 || 1 ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Relationship Mapping || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 || 2 ||


 * <span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;">Burning Questions To Be Answered **<span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;">: 1. How can we make measurement a regular part of what we do? 2. How can we better identify/prioritize measurable objectives organizationally?


 * <span style="background-color: white; font-family: Arial,sans-serif;">Social Media Presence **

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Blog: http://www.radiobilingue.org

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Facebook: http://www.facebook.com/radiobilingue

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Fans: 2043

<span style="font-family: Arial,sans-serif; font-size: 10pt;">YouTube no

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Subscribers:

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Views:

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Twitter streams all at once

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Followers: 447

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Hashtags: immigration, DACA, DreamAct, Dreamers


 * <span style="font-family: Arial,sans-serif; font-size: 10pt;">Reflections from Orientation: **

<span style="font-family: Arial,sans-serif; font-size: 10pt;">The introduction was very refreshing. I admit that it can all seem to intuitive and simple yet it requires solid work to pull it off. It is inspiring, but need to keep focused on the tasks that need to be accomplished. Also looking forward to seeing what similarities we share with other organizations. Looking forward to it!

<span style="font-family: Arial,sans-serif; font-size: 10pt;">(Draft- In Progress)

RB **Social Media Policy-- for February 5, 2013**

Staffing: Time, People

Other Resources: Equipment, Contacts

Expertise/Training: Knowledge and leveraging of specific platforms

Rationale: Pros and Cons within and outside of organization


 * Questions we have:**

Who is going to be responsible for providing content? Who will manage it? Who will we “follow” or respond to? Who else is doing this as a example? Who is concerned about these efforts?

What platforms will we focus on? What content will we provide? What training is required? What resources will we need? What are the concerns or obstacles to address?

Where will we focus our efforts? New content? Specific audiences? Establishing contacts?

When will this be done? Long-term planning to specific times of the day

How will we pay for it or frame the issue for funders? How will people be trained?

Why is it necessary to do this? Why expend these resources?

Presenting, Projecting, and Protecting the Radio Bilingüe name, identity, and brand

Common issues: bad grammar and syntax, inappropriate comments, non-permitted endorsements, incongruous statements

Resources: [|Public Media Social Media Handbook]


 * Challenges:**

Different levels of knowledge about social media

Needed a common starting point of understanding

Capacity to do it with staff knowledge and time

Management and common understanding of what works, what’s acceptable, and WHO will do it

Evaluation process to see what is working and what is not (and resources to do it)


 * So what have we done?**

Used twitter as an example and started looking at followers, retweets, and mentions. Also taking note of WHO and why—but have not written it down

We more than doubled our followers and have integrated it more into our content production

Linked out Twitter and Facebook—opening up to discuss what is okay to cross-post and what may be more useful in one platform

We are HAVING the discussion as to how to manage Facebook and for what purpose, as well as twitter

This is helping getting out of the frame of //Data for Data’s Sake// and into //Data for Decision,// with the intent of establishing how this will be communicated and reported to the organization as a whole for success and progress (weekly meetings? Email reports?)


 * Where are we?**

Crawl, Walk, Run, Fly

Culture Indicators: Networked Mindset and Institutional Support

I had initially put down an 1 for Crawl because that category seemed more apt. We are using Twitter and Facebook as starting points while generally thinking about if it makes sense to add more platforms, most likely Youtube—we are pretty clear where we are connected with a bit of how.

Prior to my arrival the Twitter Feed had been dormant and the Facebook page was simply collecting information, with some pruning.

We are still drafting our social media policy but we already have support from the leadership.

We have not mapped our networks yet though we are paying more attention and time to cultivating relationships online—and listening.

Leadership is not regularly using social media—no assigned person.


 * Where will we go?**

Write down a social media policy, share, and review implementation (and challenges)—get it signed off by leadership

Create or start process for network mapping

Create at least one SMART goal to direct purpose and focus on results

Evaluate and Adapt, justifying the need and use of these strategies


 * Thoughts 2/5/13**

I really liked the chart shared with the group showing the categories and next steps, good for an organizational audit of our practices. What are our areas of priority? For who could twitter accounts work for in RB? Personal vs. work twitter accounts… What is our brand on Twitter? How are our partner networks mirrored in social media? Who are our connections, what is our network? What is the audit we’ve done of who’s on Facebook and Twitter for each of our programming areas? (news and information, youth music, Tejano music, Mixteco…) How are offline influencers also influencers also online? Query the staff and ask who they connect to…who they follow and why… Make sure social media is not a “lawyer document” How would it look in a newspaper? To a board member?

//How would you lead a discussion within your organization about the concerns over a social media policy?// //If you had a basic template for a social media policy, how would you ensure that it is discussed and adapted for your organization?// First thing to do is start to looking at how our audiences are defined and where they may be in the social media space. Also, what does our current network look like and how is it reflected online? Next meeting: what can be put into policy for our social media policy Be a thought leader on Latinos and environmental/conservation issues
 * Reflection:**

Natalie and Jose from Radio Bilingue:
 * 2/26/13**

We tackled two things since last class. First of all we did an actual written draft as a starting point for our Social Media Policy. So as to check out the tool, we used the template via one of the links Beth provided. We want to keep it pretty accessible and limit it to 2-3 pages at most. We further want to supplement it with some "how to's" for Twitter and Facebook to serve as guides (ex: "writing good tweets", "do's and don't")

We also undertook a modified mapping activity. Unfortunately it proved to be difficult to get everyone physically in one place to do the hands-on mapping activity. So we tried to send out some questions via email. I thought about providing a form via email that people could input information-- but we still were not sure how much guidance people were going to need to answer the question. Turns out they did need more clarity. We received some responses which we then started to map out on a large piece of paper:



We think of this as our very first draft that we want to further organize and add some color. We'll have this a clean copy in the office as a living document. Once there is beautiful-looking template, we think it will be easier for others to stick on examples or other connections that are missing.

Our basic design rationale here is that we have RB in the center with our partners/connections on the outside. In between we have the "tools" we use to connect (email, twitter, phone, etc) and the "rationale/reason/type" of connection". Along with that is the "oil" that facilitates these connections with reciprocity. So for example, RB is connected Huffington Post via email, and online viewing, with a purpose of being a content provider and content source for common and shared audiences. Through that connection, referrals, share content, and trust strengthens the connection. For a partner affiliate, RB is connected via shared air space, email, phone, and physical visits. The purpose of the connection is to reach shared audiences and support Latino public radio. The "oil" comes through trust, shared expertise, and other technical support.

What we want to do is see how some of these "offline" connections mirror (or should or shouldn't mirror) our online connections. Something as simple as Twitter follower lists.


 * 2/26/13 Thoughts and Reflections:**

We need to start adapting and implement the "tracker" that was shared. Specifically we want to do it so that it is clear and usable for RB staff. Start looking at the "POST" strategy-- especially for us looking at Twitter and Facebook. Facebook for our listener base and Twitter for our News and Information team. What I especially like is noting the INTENT behind the platform (publish, promote, listen...)

Develop Objectives! Look at updating the Facebook About information--- or assessing how Facebook information is organized, using the guide shared.
 * //How would we apply POST to our organization?//**


 * 3/19/13**

POST FRAMEWORK



We have MUCH to do with the POST Framework...but at least we've been prompted to start this work, ask the questions, and begin the dialogue. There is interest within the organization...just the challenges of capacity and time...and "who will bell the cat" when it comes to explicitly knowing the who and what of implementation. Beginning with outlining the specific tasks and responsibilities is helping. For example, what does it look like to spend an hour on Facebook with these goals in mind? What might checklist look like for this?

These objectives need some work, but at least we have in mind the "type" of objectives we are shooting for in terms for "numbers, engagement, and actions" from our social media.


 * //Objective 1://** Within one year (by mid 2014), RB Twitter followers will reach 2,000 and FB likes will reach 5,000 as measured by numbers on each respective account (e.g. Facebook Insights)


 * //Objective 2://** By July 2014, we will have a sustained average of 5 weekly retweets and mentions on Twitter. We will have a sustained average of 5 comments on Facebook with 3 shares per week.


 * //Objective 3://** By July 2014, we will have at least one weekly listener action connected to a tweet or FB comment (listenership on the air, attendance of event, civic participation, etc).

I think part of our biggest work will be to really flesh out what our online audience looks like or might look like...

//**Other thoughts and reflections:**//

Our map is coming along...will be working to color it and have it serve as a graphic organizer for staff to add more content to it. Our social media policy is still in draft form but now we have managers openly talking about it and how it aligns with a review of the staff handbook which the organization is doing right now.

4/16/13 We're slowly chugging along...

We did some work with our POST, for which we have this PPT:

We also want to start playing with the idea of the editorial calendar. We especially like the sample from CEN. We started with out own, especially since are looking to play with "Twitter Parties"

Lastly, some good news, the management team is looking at implementing a social media policy.

Updates 5/28/13

//**Where are we on POST?**//


 * People:** We still need to see what will be the best way to see who our “audience is online” and to target via social media. But we did embed these audiences into the development of our new website, which has helped keep these audiences in mind for the team as we keep working on social media—and what channels to use for what audiences.


 * Objectives:** We need to implement a more targeted “campaign” for awareness to increase likes and followers. We’ve had a steady stream on Twitter and Facebook, but not with any deliberate call to action to follow us. Correction: We now have an on the air promo for Twitter, and mentions, but we are looking at using and promoting the services more for audience engagement (reply to us, make comments, etc) in real time and specific to programs (i.e. Use Facebook during a show to pose and answer questions).


 * Strategy:** This has been progressing—we’ve been adding followers, responding to comments, retweeting, and posing questions. This has all worked even thought we still need to flesh out roles and responsibilities, but it has been a good “pilot” for the organization to see how it works.

On Measurement: We’re still testing tools out there. We reviewed Facebook Insights to that some staff members a can see how some posts create more engagement than others. We’ve also tested things like Visually, TweetChat, and other free tools…but still trying to see what’s a best fit.
 * Tools and Implementation:** With all of this in mind, we’ve had discussions on brining on interns for the summer to handle some social media tasks. This has already been approved and now we need to put it into action—something we’ll highlight with our new website. We also will be using the new website to test our more social media integration. Added to that, we plan on using Pledge Drive in August to pilot some social media strategies and promotion. Lastly, the Social Media Policy is now mentioned in the new staff handbook


 * Content:** We have been thinking about how our social media channels will serve to diffuse content. As of now the channels have been on but there wasn’t a deliberate strategy of how to use them more effectively.

We are still working with that will be the best way to use a social media calendar so it’s a good integration rather than an “add-on”. We need more work on this. We’ve tested out two samples for some pilot projects (“Twitter Party”) but we have not made it a habit.


 * 6/25/13**


 * <span style="color: #222222; font-family: Arial,sans-serif; font-size: 10pt;">Where was my organization when we started the peer learning group?
 * <span style="color: #222222; font-family: Arial,sans-serif; font-size: 10pt;">What did we learn and apply? What changed?
 * <span style="color: #222222; font-family: Arial,sans-serif; font-size: 10pt;">What do we need to work on moving forward

<span style="color: #222222; font-family: Arial,sans-serif; font-size: 10pt;">When we first started the peer learning group we had many of the initial thoughts of wanting to “connect with social media”. But we had not really looked at how we were using our two main accounts, Twitter and Facebook—and think about how they could be used. We did not have a Social Media Policy or had actively talked about how to incorporate social media into regular programming discussions. The Twitter account had just been reactivated after being dormant for a pair of years.

<span style="color: #222222; font-family: Arial,sans-serif; font-size: 10pt;">We’ve learned that although it takes some work to put processes in place to measure social media progress and impact, it is manageable with some key structures like a Social Media editorial calendar. Also there's an opportunity to recruit interns to help us in this area. But the most important thing is to just try it out, see what works, change what doesn’t and keep experimenting.

<span style="color: #222222; font-family: Arial,sans-serif; font-size: 10pt;">What is exciting on our end is that we now have a reference to a Social Media Policy in our new Employee Manual. Though the SMP will still require some tweaks, and to see how its implementation is done by staff, having “official management” recognition was important. The other thing that has changed is that now “social media” is part of the “regular” discussion, with thinking about how to “tweet” programs, how to post programs on Facebook—and what exactly we’ll put up there. We also finally set up an organization LinkedIn account—which seems to be making significant strides in the realm of social media.

<span style="color: #222222; font-family: Arial,sans-serif; font-size: 10pt;">We still have much to do moving forward. Particularly we really need to make the Social Media Editorial Calendar more easily available staff-wide and monitor its implementation more closely. This would i nclude offering a workshop to our staff about what we've learned and how we can implement social media into our everyday work. <span style="color: #222222; font-family: Arial,sans-serif; font-size: 10pt; line-height: 1.5;">The idea is that it’s a woven process of everyday work, rather than an “add-on” or something that gets done but not followed upon to get the necessary insights. Part of this is recognizing exactly how this is working within our limited capacity—and that it is perfectly doable.

<span style="color: #222222; font-family: Arial,sans-serif; font-size: 10pt;">We have decided that given our constraints and capacity, it will make the most sense that the social channels we’ll focus on will be Twitter and Facebook. Facebook has some promise with a more visual platform—though recent changes seem to make it a bit more difficult. The platform, I think, to keep an eye on will be LinkedIn.

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