5 Takeaways from the ACOSS Media and Communications Forum

Crowdsourcing the news, social media with heart and bungee jumping for votes - the Inaugural ACOSS Media and Communications Forum drew people from across Australia to discuss how changes and trends in media are impacting the social services sector. The tone of the evening was set by ACOSS staff members Fernando de Freitas and Dr Cassandra Goldie. They both shared personal stories which emphasised the need for organisations to give a voice to the people and groups in our community who are disadvantaged and marginalised.

Throughout the forum, the #ACOSS2011 Twitter hashtag was given a good workout by those present. Key points were highlighted, and topical conversations were started. Here are five points that came from the ongoing discussions.

1) Take it to the people.

Online crowdsourcing may just be the next big thing. Margaret Simons introduced YouCommNews, where everyday people request stories and share the funding for a professional journalist to research and report on the story. This trend to open up the source of news and information to lay people here in Australia can bring value to a field dominated by a commercial (yet fracturing) presence. Jeremy Little also introduced volunteer-powered StigmaWatch (a media monitoring group keeping tabs on the portayal of mental illness) that is making a significant impact in the media realm. Here are a few points on why crowdsourcing works:

• it's about listening to what people want, and engaging them in that
• it gives a greater sense of community as people work to the same cause
• crowdfunded projects also promote a greater sense of ownership as people invest, even if it's as little as one dollar.

2) Tell positive stories.

Nonprofits, often become the voice for the disadvantaged - and often that voice is a negative one. It's important that advocates don't forget to communicate the positive stories as well. Jeremy Little said that of the cases reported to StigmaWatch, only one in five are positive. That's not to say there aren't positive stories, they just aren't applauded. Karen Mundine from Reconciliation Australia also commented that negative stories which come out of a community can actually change the perception of the community about themselves. Here are some ways that the positive can be reinforced:

• Give positive feedback to journalists and editors when you read a good article
• Use social media to allow for light hearted conversation
• Share positive stories and outcomes about what you're doing with your peers

3) Strategic planning is key.

The power of social/online media is clearly a huge focus for nonprofits. The current buzz around platforms such as Facebook and Twitter are hard to miss, with quiet suggestions that it can be the saviour of nonprofits struggling with limited resources. It offers the potential for low-cost, effective engagement with an audience who is quickly learning to use these communication channels to consume their news and information. One important thing, echoed by speakers Greg Sam and the vibrant Briony Walker, is to treat it seriously.

• Be strategic about your online communications
• Don't just do it for the sake of doing it
• Have a social media policy, and risk management strategy

4) Create your own space for conversation.

The challenge to receive support from mainstream media is felt throughout the nonprofit sector. The benefit of being online means that you can create your own space for generating discussion and debate, as VCOSS Media and Communications Coordinator, John Kelly pointed out. This issue of conversation is one that is often forgotten. Online media is about engaging people, listening and responding to what they want. It's not about pushing advertising spiel to a static audience.

• Don't assume, ask what your audience wants to talk about
• Use various forms of communication (e.g. blogs, email, YouTube, Facebook, Twitter)
• Have a personality and be vibrant!

5) Don't forget the balloons.

One last thing that Kate Kendall highlighted is that activity online should inspire action offline. It could be a face-to-face meet up, event attendance or even changing the nature of political debate. It's important that energy used in online communications is matched by engaging people in the 'real world' - and as Aileen Solowiej told us, balloons are a great way of doing that. They're cost effective, and easy to distribute, but also represent more than that. They capture that fun, positive, conversational approach which quite often draws great responses from people on social media. Balloons are a great reminder that the people who are online, are also people offline.

Online technologies continue to grow, and with the right initiative and planning, the possibilities are exciting.

It's time to get our hands dirty, and explore.
It's time to be courageous, and forge new paths.
It's time to login, and embrace new opportunities.

But don't forget the balloons.

Image thanks to fotobydave on Flickr