The Social Media Process v. 1.

0
by Damien Basile Website Email Twitter 718-309-5713
This document is licensed by Damien Basile in a Creative Commons Attribution-Share Alike 3.0 unported license. The following whitepaper contains 3 separate elements: 1. Process- description of each service broken down into step-by-step instructions 2. Analysis - a chart that shows how each service connects & shares with each other 3. Examples - screencaps of how an agency & a client are using social media services Version 1.1 of this paper will include detailed analysis of why the examples work and what you should be paying attention to when crafting your own image on social media sites.

1. Process
WEBSITE

Monitoring
1. Set up alerts via Google alerts and TweetBeep for any and all relevant keywords (people names, industry terms, brands, products etc) 2. Subscribe to RSS feeds of alerts and organize them into folders.

3. Subscribe to select blogs who are thought leaders (your peers). 4. If using Firefox add Google Reader notification plugin to be notified of any new feeds as they come in.

Blog posts (Creating)
1. Use your RSS feeds as well as conversation channels to prompt you for ideas for new articles. 2. Proper SEO & sharing plugins should be in place before you start writing. 3. Photos should be placed on the right side so readers eyes can rest on them. 4. Photos must be properly titled and alt tagged for SEO (as well as copyright attributed if applicable) 5. Section headlines or sentences pulled out in bold or both should be used to make it easier for readers to scan. 6. Quotes should be visually separated either with italics or indenting in a smaller font size 7. After writing the following fields must always be filled in- tags, excerpt, title, 150 char. description, keywords *PHP 5.0 must be enabled to allow any type of commenting via Facebook/Twitter login or sharing a post automatically with certain social networks

SOCIAL NETWORKS

Twitter (Sharing)
1. Choose a select few blogs that consistently have quality posts with natural sounding/engaging titles & are representative of you/your views.

2. Take the RSS feeds from these blogs and put them into Twitterfeed (adjusting the hour and post frequency. DO NOT use a description- descriptions trail offtitle only) 3. When coming across Twitter posts (tweets) that are interesting to you that may be valuable to your followers you may want to share it- doing so is a retweet. 4. To ReTweet something in the most basic sense all you have to do is copy their name and message & put an RT in front of it: 'RT @name Their message is written here' 5. If you change anything other than shortening words or moving around some slight syntax then it's proper to use 'via' instead of RT 6. RT is used as shorthand for ReTweet because of the nature of the 140 character limitations 7. Some, including myself, prefer to use ~ to denote that you are citing someone or that its coming from them i.e. Here's the message ~@name 8. Due to recent changes unless the third person is following both you and the party you are talking to then they will NOT see your conversation. If it's an important message that'd you'd like everyone to be able to see then do not start the sentence off with their @name. Use anything else to start your message. *There are other services that share into Twitter which will be described separately. DO NOT share every single Twitter update with Facebook automatically. This is considered oversharing or friendspamming.

Facebook (Sharing)
1. Selective Twitter is a Facebook app that allows you to selectively add certain Twitter updates to Facebook by adding #fb to the end of a tweet. 2. Networked Blogs is an application that allows you to create and update a community in Facebook around your blog 3. Tumblr entries can be shared easily with various applications. Tumblr can be a good addition for any ideas that are too short for blog entries but too long for tweets. Posterous is another short-form blog application but it is not as customizable as Tumblr is branding-wise. 4. Applications such as Delicious, YouTube, Google Reader can be fed in automatically from Facebook's internal settings. 5. Applications such as Hulu, Netflix, Socialmedian can be configured outside of Facebook to feed automatically in. 6. Websites that use Facebook connect such as Mashable, Eventbrite share information when you manually allow it to connect. Sharing info from an event

website like Eventbrite is important because your followers want to know and be where you are going.

LinkedIn
LinkedIn is a social media network where you can get to know someone further professionally. 1. Join relevant groups and be active in them when appropriate 2. Utilize the Answers section of the site to help and perpetuate your communications expertise to others 3. Synchronize the people you've connected with offline as well as online on your major social networks especially those you've grown close with 4. Search company names and keywords that you are looking to do business with or for someone in that area of expertise you'd like to connect with 5. Check your friends' profiles often for interesting people that they know that they can introduce you to 6. Ask for recommendations from colleagues that you have worked with. This gives a more robust nature to your profile. 7. Monitor updates via the site or email for changes in your friends' status- i.e. jobs, connections, events, groups joined etc LinkedIn can be a great crowdsourcing tool to work with people on various projects. It should not be used to farm for contacts or to gain numbers. It's about the quality of the quantity.

BOOKMARK ORGANIZATION

Delicious
A Delicious account functions as a personal digital library for links. Everyone can play songs but not everyone can DJ well. 1. Set up Tweetmarks to feed all links you share from Twitter into Delicious 2. Set up Facebook to accept all Delicious links to show to people in your feed 3. Tag all agency blog posts shared with the agency name plus relevant tags

4. Tag all client work, posts or anything related to the client with their name plus relevant tags (this is essential so clients can easily save their links in their own account). 5. Tag all relevant peer work/articles, interesting items and anything else that is representative of the brand's personality. Proper tagging is important as it organizes for easier browsing. Through sharing links in Delicious you can find out how many people have found the link useful and have saved it as well.

Stumbleupon
Stumbleupon is a good way to find interesting new articles in the topics that you're interested in. People can connect with you and keep up with your updates. Stumbleupon is an IMMENSE source of organic traffic for websites. This is truly what is meant by surfing the net. Stumbleupon differs from Delicious in that you can use Stumbleupon more for things that interest you and reflect your brand personality rather than your brand DNA.

MEDIA

YouTube
YouTube has become the default videosharing website on the internet. Any actual HD client-work should be added on Vimeo as the videos end up looking higher quality. 1. Customize a background and avatar to reflect the agency's overall visual brand. 2. Upload any process/behind the scenes videos as well as final project videos. 3. Tag the videos with the appropriate relevant tags for optimal SEO 4. Subscribe to relevant peer and interesting video channels for both you and your reader.

5. Favorite any substantial noteworthy videos that are interesting. These can be visually remarkable or informative on process or both. 6. Add any and all friends that may find your content interesting. These friends should reflect your other networks but should also be fans of your peers' videos. 7. All of your activity will be aggregated in a activity stream. Anything you dont want to show up you can just delete from it. Favoriting, subscribing, commenting & friending all show up.

Flickr
Flickr has become the default photosharing website on the internet. Any larger resolution client-work should be shared on the Behance network. 1. Upload photos via flickr.com or via mobile m.flickr.com 2. Tag photos with relevant appropriate tags. Any client work should be tagged with their name as well as linked out to their site. 3. Organize images into sets- i.e. process, client work, internal logos and branding. 4. Share on Twitter with Flickr's new URL shortener flic.kr

MEDIA ORGANIZATION

Pixelpipe
Pixelpipe is a Social Web gateway that allows users to publish text and upload photos, video and audio files once through Pixelpipe and have the content distributed across over 80 social networks, photo/video sites and blogs, and other online destinations. • THIS TOOL IS ESSENTIAL to making your social media organization life easier. • You can tag items here internally. • There's even an iPhone app to push images that you capture on the go. • PIxelpipe should be the first place you go when sharing with social media if you are publishing. • Make sure not to overfeed in all of your networks. • This tool can be easily abused if not used with a delicate hand.

Friendfeed
Friendfeed is a lifestreaming service where you can aggregate all of your online activities in social networks in one place. 1. Create separate group areas for your different types of contacts. Add only your essential people to you 'Home' screen. 2. Comment on and participate in discussions. These discussions function as miniblog posts that will actively be updated as people comment 3. Comb through the 'Best Of Day' section from anything your friends liked, commented on. This area acts as a filter for the things you miss. 4. 'Like' anything that you... like. This will alert your friends in Friendfeed as well as save it for later in your Favorites area. This helps with Best Of Day. 5. Add a Friendfeed app in Facebook that will feed all of your updates from everywhere into FB but beware- this can be overwhelming. 6. Selectively update your Twitter status with any comment you make in Friendfeed. Be sure to leave 20 characters for your name & link otherwise the post will trail in an "..." 7. Point anyone to your Friendfeed profile if they are interested in everything going on with you. You can set it and forget it if you'd like, but by participating you get much more out of it. Friendfeed isn't a major player right now but it could be poised to be the next Facebook/ Twitter, just as LinkedIn is as well.

MUSIC

Blip.fm with Last.fm integration
Blip.fm is a music sharing service that apes the 140 character limitation environment of Twitter.

It's important to share music that represents what you like as this is a major facet of every person. This will give a more personable, well-rounded persona to the agency or the client. A great way to utilize Blip would be to share songs that are inspiring current projects and share the link to any relevant projects. 1. Twitter integration can be enabled and sent through always (although this can be a bit much). 2. Share selections on Twitter by leaving the Twitter integration disabled and using a '+' and a space in front of any message you'd like to share. 3. Tumblr can be enabled to receive all Blips. This is great for a process blog to show all inspiration and steps along the way to allow people to feel that theyre a part of the project. 4. Last.fm SHOULD be enabled. Once this is done all of your played Blips (any and all you play not just the ones you share) will go into Last.fm almost as an easy music archive.

iLike
iLike is an internal Facebook application that allows you to share music and music videos. This should be used not too often and reflect your top favorites thus being an even more curated version of your music.

Pandora
Pandora can also be used to indicate your tastes, although there isn't a specific way to share songs from Pandora, people can see your radio stations that you listen to if you list your profile somewhere. Sharing this info is tertiary (but may change if Pandora changes their sharing settings) and should be used to set the mood in-house when creating. It DOES share with Facebook (if you connect it) when you add stations. This can be a good cause for dialogue internally in Facebook as people get to know you and your preferences better.

PROFILE ORGANIZATION

Retaggr
Retaggr is a service that allows you to list all of your social media networks in one place. • Create an embeddable social media business card that changes automatically as your status or information changes. • Create a social media profile page that acts as a central hub for network updates in neat areas and gives people a list of your networks to connect with you on. • THIS SERVICE IS ESSENTIAL to allow anyone to easily connect with you where you exist online.

DandyID
DandyID lists all of your social media networks in icon format. The main use for DandyID is as a Wordpress plugin to show your networks in icons on your blog. Facebook now has a DandyID app that allows you to list all your networks- icon AND name- in a spot on your profile wall. THIS IS CRUCIAL considering many people live in Facebook but also utilize other services and don't want to take the time to track your info down.

2. Analysis
Below is a chart that visually explains how each social media service shares with each other.

3. Examples

AGENCY: CARROT CREATIVE
TWITTER
@carrotcreative- Main Twitter portal for agency.

@mikegermano- Carrot Creative's Founder

@kmaverick - Kristin Maverick, Director of Communications for Carrot Creative

@mopostal - Maury Postal, Director of Consumer Strategy at Carrot Creative

FACEBOOK

DELICIOUS

MYSPACE
Mike Germano on Myspace

MYSPACE PAGE FOR CARROT CREATIVE

WEBSITE

TUMBLR

PERSONAL EXAMPLES OF RETAGGR USAGE

CLIENT ENGAGEMENT TWITTER

PEPSI CO.

PEPSI

MOUNTAIN DEW

FACEBOOK MOUNTAIN DEW

THE OFFICIAL MOUNTAIN DEW FAN PAGE

Conclusion
Hopefully after reading this you have a better scope on what each service does and why you possibly might need a presence on each social media network. Social media is extremely important. It has the power to transcend physical limitations and boundaries of all kinds regardless of race, sex, income etc. If you know and understand how to use it then you and your business will be miles ahead better off than others. Social media is as old as the human race is. All it is is word of mouth technologized. If you are looking to create an official presence for your business on these networks I would strongly caution against just doing it without planning out why you are doing it. Contracting a professional is in your best interest. Not doing so is equal to hiring the boy next door to make your website. Yes, he can make one but will the end product be fully representative of you and your business? Most likely it will feel slapped together. It's true that social media is inexpensive to free to maintain but done wrong it can be extremely costly to your brand image. Take the time to do it right with someone the first time. As they say, first impressions are everything.

Version 2.0 will continue to explore other social media networks and tools, how they interact with each other and have more examples of each.

Damien Basile Website Email Twitter 718-309-5713

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