When organizations use Twitter to promote themselves, it's largely about playing a role. The person tweeting is tasked to be on message as the voice of the organization while creating a unique and engaging personality to draw an audience in. At the theater, we gladly accept this fake-me-out, but in social media where do we draw the line between being the playwright and playing a character? Imagine, if you will, that Shakespeare was on Twitter. Would he tweet as his organizational-self, or as one of the many "voices" he created? Would the context of his 140 characters be different depending on "who" says it, even if the source is literally the same? And how could his underlying message consistently reflect the goals for tweeting in the first place? Welcome to the murky world of defining organizational identity with social media. During this (overly) dramatic session, we will pick the brains of people who live this challenge daily in the non-profit sector, and learn what the Bard's immortal words can teach us all about brand, messaging and creating a compelling voice on Twitter. Be not afraid of greatness - don't miss this panel! Quill optional.
As Director of Emerging Media at The Humane Society of the United States, Carie leads social media and online advertising campaigns for the nation’s largest and most powerful animal welfare organization. Though focusing on fundraising and advocacy on a day to day basis, she particularly enjoys using Facebook, Twitter, and Foursquare for the purpose of community building.
As media is constantly changing, a large part of Carie’s responsibilities include evaluating new technologies and trends, as well as brand monitoring.
Carie is a member of the Nonprofit Technology Network (NTEN) and the American Marketing Association (AMA), and has been interviewed for articles on The Chronicle of Philanthropy, Fundraising Success Magazine, and The Nonprofit Times.
When Carie is not sitting in front of a computer, she enjoys being outside with her rescued pitbull, Bella. Find her on Twitter @cariegrls.
Dan Michel has been with Feeding America guiding there digital efforts since 1997 when he implemented the first web site redesign and soon taking over the role of webmaster. Currently, he is the Digital Marketing Manager overseeing digital projects and managing the content distribution on their website, blog and social spaces. Last year, he participated at the first official cause project at SXSWi and has previously participated on panels at NTEN and the Bridge Conference. Dan holds an MFA in Theater from Southern Illlinois University and surprisingly uses that degree on a daily basis. Follow him @dpmichel or @FeedingAmerica
A lapsed Philosophy major with an MFA in theatrical lighting design and 15 years experience in web design, UX and creative management, Eve is either a quirky dinner party guest or a source of random knowledge. When not creating award winning designs for Beaconfire's non profit clients or helping make the world a better place (one website at a time), Eve channels the Muppets “Animal” on RockBand, and wears an inordinate amount of black. On any given day at sxsw, she can be found running The Beacon: Lounge with a Conscience in room 8BC, or looking for the best BBQ in Austin. Follow her on Twitter @naieve or @thebeaconsxsw.
Jennifer doesn't "do" status quo. She's combining that attitude and the power of social media to create CHANGE.
In 2009, Jennifer launched a politically incorrect social media campaign called "WTF? (Where's the Funding) for Lung Cancer?" to chronicle her mom's battle with lung cancer and increase awareness and funding for the #1 cancer killer and LEAST funded. No, her mom never smoked.
The WTF? campaign was a finalist in this year's Mashable's Awards for "Most Creative Social Media Campaign."
Follow Jennifer at @jenniferwindrum and @wtflungcancer
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