SOCIAL MEDIA

in a nutshell
By : Robin Low

things people want from

social media

‡ ‡ ‡ ‡ ‡

I want a Facebook Page I want bloggers to write about me I want a twitter account I want a YouTube Channel I want a Flickr Group

social media

involves

‡ creating FB pages, Twitter account, ONE OFF YouTube account. ‡ Updating profile, bio. EVERY CHANGE ‡ Getting Fans to join page DAILY ‡ Planning theme and strategy to MONTHLY engage public. ‡ Creating Engaging Content DAILY ‡ Monitoring Comments and DAILY Feedback. ‡ Analyzing Reports MONTHLY

how some companies start

social media

Engage PR companines ‡ Hold media / social events, invite bloggers, tweeps. ‡ Send press release to bloggers. ‡ Send samples to bloggers. ‡ Expect blogs to be written by the people they engage.

how some companies start

social media

Engage Advertising Agencies ‡ Buy Ads on all forms of media to promote blog. ‡ Pay for banners. ‡ Pay bloggers to blog about them. ‡ Focus on blogs to drive specific events and traffic to their company.

how some companies start

social media

Engage Social Media Gurus / Companies ‡ Blog for them ‡ Tweet for them ‡ Manage their Fan Pages ‡ Manages their groups ‡ Podcast their events / news.

unrealistic

goals

‡ I want bloggers to say good things about me. ‡ I don¶t want any bad comments or feedback. ‡ I want a lot of traffic and fans within a short period. ‡ I want statistics for impressions, and reach, on every platform.

results
‡ Unproductive social media effort, slow and ineffective. ‡ Staff untrained, uninterested and uninvolved. ‡ Lack of social media awareness amongst staff. ‡ Lack of social media policies. ‡ Cannot deal with any form of crisis.

hindrance to

social media

Inertia ± a great barrier to social media, if you don¶t start now, you will never find the time to start it. Risk Adverse ± afraid of negative feedbacks? Conversations will happen with or without you. Lack of knowledge ± don¶t know where to start. Resistant to change ± scared of new technology. Lack of empowerment ± need a lot of approval cut through the bureaucracy.

objections to

social media

‡ Recruiters will poach staff. ‡ Its just a fad. ‡ We don¶t have time. ‡ We don¶t want employees wasting time. ‡ LinkedIn is for people who are looking for jobs. ‡ My target audience is not on Facebook.

KNOWLEDGE

what is« social

media?

Social Media is a group of online media which has the following characteristics.

1.Participation 2.Networks 3.Two-way communication 4.Connectivity 5.Open source

Golden Rules

‡ Communication in a 2 way street -- speak, listen and learn ‡ Other people are allowed to have opinions ‡ Give before receiving ‡ Be truthful with your messages

The ³satisfaction effect´

Source: http://www.churchofthecustomer.com

The new paradigm

Attention

Engagement

know what you want to accomplish

Develop a social media marketing plan for a specific goal or purpose. This will help you pick which site to use and how to measure success.

decide on purpose of social media and

company¶s position
Social media is not a pure sales medium, decide on what you company would want to use it for. Your social media presence is more for online branding, educating your customers and engaging the public.

decide on which

platform to use

There are many different social media platforms to use, which one fits your company best? Find where your niche and audience are located and which platforms they are on and engage them there. Tip: Engage in 3 ± 4 platforms. Cross marketing between the platforms creates multiple touch points.

decide on how your

social media will be managed

Who will be in charge of the Twitter account and Facebook Pages? Find out the rules needed for management to be comfortable. Find different roles for people with different comfort levels and skill sets.

develop social media

policies

Decide on what can be said and what can¶t be said and integrate it into your HR policies. Set up staff training around your social media policy to create awareness amongst all staff.

market

passively

Social media folks are not used to aggressive marketing, and will be turned off by it. Aggressive marketing may bring negative results.

add

value

Be sure you provide many great reasons to follow you. Keep content interesting and varied. Always have your audience in mind.

be

consistent

Consistency is key. Allocate a few hours a week to monitor your social media progress. Consistently be part of a community, not there only to market products. Participate in conversations and do not leave conversations you started.

build

relationships

Listen Get involved in conversations Reply to feedbacks Reach out where people gather Be real (and transparent) Be committed Be personal (not behind a corporate account)

respect copyright and

reference source

There are codes and ethics you need for follow, and in social media, there is no exception. Referencing source, adding links adds credibility to your blogs.

be helpful and

approachable

Do not just broadcast your own messages. RT (Re-tweet) interesting news and information to your audience. Reply to comments. Answer questions you know the answer to that appear in your feeds. Participate in conversations.

focus on

quality rather than quantity

On Twitter and Facebook, focus on quality interactions, and build deep relationships. Convert fans into Evangelists and hope they can promote your company through word of mouth. Numbers may mean more chances of spreading message but DOES NOT GUARANTEE that.

cross promote and

share messages

There are applications that allow you to update status on LinkedIn, Twitter and Facebook. If they are the same message you want to update for all your mediums, simply use Hootsuite. It is ok to update your new blog post on all your different channels and no reason why you should not do that.

be in for

long haul

Building relationship and trust takes time. Do not give up after trying out for one month. Relationships are not built overnight. Social media can increase your profile and open many opportunities if you try, you may not even actively market yourself or your company.

don¶t allow it to

consume your time

If not managed properly, social media can be a distraction if you just have conversations in small groups. Make you¶re your efforts are not in the way of doing business.

observations
‡ As the number of channels increase, overall engagement increases at a faster rate. ‡ Engagement differs by industry. ‡ Financial performance correlates with engagement. ‡ It Provides ´ Multiple Communication Touch Points´ (More touch points can present a ripple effect, inducing viral
marketing, boosting brand recognition and driving sales volume.)
http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005

best practices
‡ ‡ ‡ ‡ ‡ ‡ Listen to public Deputize people throughout the organization Understand how each channel provides a different dimension of engagement Centralize coordination Find champions who can explain and mitigate risk. Be in it for the long haul
http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005

best practices
‡ ‡ ‡

(cont.)

‡ ‡

Pick channels carefully. Spread engagement to employees beyond the social media team. Open the platform to anyone and everyone. Encourage employees to tap into social media to get work done Engage in new channels where people already are Support engagement as an extension of the company culture.
http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005

best practices
‡ ‡ ‡ ‡ ‡

(cont.)

Be conversational from the start. Make social media part of the job, just like email Modularize and synchronize content across channels To scale engagement, make social media part of everyone¶s job. Emphasize quality, not just quantity.
http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005

measuring

ROI

³A direct result of not tying activity to an end game, the ability to know what it is we want to measure before we engage. Doing so, allows us to define a strategy and a tactical plan to support activity that helps us reach our goals and objectives.´ -- Brian Solis, author and principal of the FurtureWorks agency

staff empowerment
‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Trust your staff Get everyone involved Amplify word of mouth Everyone has their networks Find comfort levels Find comfort niche Allocate time and resource Give rewards.

If you regularly ... blog, podcast, tweet write reviews, post replies tag objects, use RSS update your profile read blogs do none of the above

your profile is: Creator Critic Collector Joiner Spectator Inactive

Participate

Profile Creator Critic Collector Joiner Spectator Inactive

Example Goal amplify word of mouth

Tools blogs

product development wikis market research public relations canary in the coalmine getting started RSS social network
brand monitoring

search

Find Comfort Zone

digital

footprint

Internet users are becoming more aware of their digital footprint Most internet users are not concerned about the amount of information available Most do not take steps to limit that information Fully 60% of internet users say they are not worried about how much information is available about them online Majority of online adults (61%) do not feel compelled to limit the amount of information that can be found about them online.
2008 PEW RESEARCH CENTER

I know

you

Anyone can tell a great deal about you from your digital footprints. - where you've been - where you are - who you know - where you work - what your hobbies are - what you think about certain issues -and much more.

why should you

be concerned?

HR departments, recruiters, universities are searching the Internet when you Interact with them. They're looking to: a) validate what your actual resume said b) learn more about you « in a non office environment In effect, every job seeker of the future will be not unlike a political candidate. Hopefully their closets are squeaky clean, and if not, devise strategies to address it. GOOGLE is a very common tool! In essence, your digital footprint is your resume.

why should you be

concerned?

properties of

social media

1. Persistence. What you say sticks around. This is great for asynchronicity, not so great when everything you've ever said has gone down on your permanent record. 2. Replicability. You can copy and paste a conversation from one medium to another, adding to the persistent nature of it. This is great for being able to share information, but it is also at the crux of rumor spreading. Worse: while you can replicate a conversation, it's much easier to alter what's been said than to confirm that it's an accurate portrayal of the original conversation.

properties of

social media

(cont)

‡ 3. Searchability. It is quite easy to track someone down or to find someone as a result of searching for content. Search changes the landscape, making information available at our fingertips. This is great in some circumstances, but when trying to avoid those who hold power over you, it may be less than ideal. ‡ 4. Scalability. Social media scales things in new ways. Conversations that were intended for just a friend or two might spiral out of control and scale to the entire school or, if it is especially embarrassing, the whole world. Of course, just because something can scale doesn't mean that it will. ‡ 5. (de)locatability. With the mobile, you are dislocated from any particular point in space, but at the same time, locationbased technologies make location much more relevant. This paradox means that we are simultaneously more and less connected to physical space.

dynamics of

social media

1. Invisible Audiences. We are used to being able to assess the people around us when we're speaking. We adjust what we're saying to account for the audience. Social media introduces all sorts of invisible audiences. There are lurkers who are present at the moment but whom we cannot see, but there are also visitors who access our content at a later date or in a different environment than where we first produced them. As a result, we have to present ourselves and communicate without fully understanding the potential or actual audience. The potential invisible audiences can be stifling.

dynamics of

social media

(cont)

2. Collapsed Contexts. Connected to this is the collapsing of contexts. In choosing what to say when, we account for both the audience and the context more generally. Social media brings all of these contexts crashing into one another and it's often difficult to figure out what's appropriate, let alone what can be understood. 3. Blurring of Public and Private. Finally, there's the blurring of public and private. These distinctions are normally structured around audience and context with certain places or conversations being "public" or "private." These distinctions are much harder to manage when you have to contend with the shifts in how the environment is organized.

google

you

For those in the job market, it's critical to learn how to monitor and manage electronic information about yourself. While you can't control all the information out there, there are some steps you can take to ensure that your digital footprint presents an accurate, favorable, and professional image of you. Google yourself (yes Google is now a verb) and find out what information about you ² if any ² is already online. You may find very little is linked to your name, or you may discover much more information about you than you anticipated.

YOU
If an online search of yourself reveals items that you wouldn't want hiring managers to see, such as photos or commentary you posted in an open forum, contact the person who posted the information or the website administrator to ask that it be taken down. Not happy with the results? Re-evaluate Reyour participation habits and make adjustments. It is never too late or too early to start and rebrand yourself.

making

social media part of your work life
desktop apps

widgets

RSS

Try out social media
There is nothing to be afraid of
Twitter: dmediaacademy Blog: http://digitalmediaacademy.blogspot.com/ Facebook: http://www.facebook.com/digitalmediaacademy

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