Intro to Social Media: How to Make it Work for You


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  • While the definition of social media is ever evolving, many experts agree that, at it’s core, social media are the online tools that help us to communicate, whether it be with friends, coworkers, businesses or even complete strangers. More formally defined, social media are virtual platforms for interaction, engagement and networking where individuals can share content (like Facebook status updates or YouTube videos), opinions , insights, experiences, perspectives and media themselves.Additionally, social media can be described as communication channels that are focused on the relationships, conversations and collaborations between two or more people.
  • Participating in social media for the first time may seem overwhelming due to the seemingly infinite number of channels. However, as a user, you have the opportunity to choose which channels to participate in and which channels to ignore. You also have the ability to choose how much time you devote to each. For example, you may be a passive user on Twitter—only following users but never tweeting yourself—but be an active user on Facebook—sharing photos and commenting on status updates. The following slides illustrate six broad categories that encompass just a margin of the social media channels that exist. The first—social networking—may be the most well-known social media classification. Social networking sites function as online communities of users who come together to engage in conversations. Facebook, LinkedIn and Google+ are popular social networking sites. Blogs, as well as microblogs, are also a well-known social media platform. Since their creation in the early 1990s, blogs have served as online journals where users can write, share and archive information. Now, with microblogs like Twitter, users can share short bits of information, rather than sharing a full-length blog. The blog site Tumblr goes one step further than the traditional blog by giving you the choice of posting more than just text. Tumblr users can share photos, quotes, links, chats, audio or videos. Additionally, collaboration sites, like Wikipedia and Google docs, have become increasing popular over the years as more companies are allowing employees to work remotely. Collaboration sites allow users to manage, edit and collaborate on documents like PowerPoint, Word and Excel files from any location.
  • The fourth category—media content sharing sites—allows users to upload, view and comment on media content like videos (YouTube and Vimeo), photos (Instagram and Flickr), as well as user-created sounds or music uploads (Soundcloud). Social bookmarking sites allow users to store, organize and manage bookmarks of online resources. Pinterest, one of the fastest growing social media sites, features a virtual pinboard where users can bookmark or “pin” images and videos. Pinterest also has similar features to social networking sites where users can comment and share their content with other Pinterest users. The last category, which you may already be utilizing, is social review websites. These sites, like Yelp!, allow users to review and rate anything from restaurants to vacation destinations. At the end of the first quarter in 2012, more than 27 million Yelp! reviews were written.
  • Since AAMA is working toward establishing a presence on social networking sites, the following slides break down some of the most popular channels, which include Facebook, Twitter, LinkedIn and Google+. Currently, more than 854 million users are on Facebook. This channel is best for interacting on a more personal level with your contacts. While using Facebook, you will want to share status updates, photos and videos, links to blog posts, as well as utilize Facebook’s Question and Answers application. Timeline, made publicly available this year, is Facebook’s new profile that allows users to tell their life story by highlighting posts, photos, friendships and personal life events.
  • After Facebook, Twitter is the second most popular social networking site. On average, 140 million users tweet nearly 340 million tweets per day. Since Twitter is considered as a microblog, it is best used for short updates (140 characters or less), as well as monitoring conversations related to topics of interest. As a Twitter user, you can share links to content (photos, videos, blogs and news articles), ask and answer questions, as well as have ongoing conversations with other Twitter users. When using Twitter, be sure to take advantage of the hashtag feature. A hashtag is a number sign that is used before relevant keywords/phrases in tweets so that those words/phrases can be easily located in Twitter search results. When clicking on a hashtagged word within any Tweet, all other Tweets that use that keyword will be displayed.
  • LinkedIn currently has 150+ million users and is best used for establishing and maintaining professional connections, as well as showcasing professional accomplishments via work experience, skills and expertise, education and recommendations. On LinkedIn, users are able to share relevant content to only their connections via updates or to members of a specific group by creating and/or joining discussions. A detailed walkthrough of LinkedIn will be given in the second portion of this presentation.
  • Google+ currently has more than 100 million users and averages 625,000 daily users. Google+ is best used for starting conversations and including those within your “circle.” On Google+, users can share photos, videos and links. A feature of Google+ is the ability to organize contacts into groups and specifically target or receive messages to/from those contacts.
  • Since we’ve given you the background on social media, now it’s time to tell you why you should use it: Basically, everybody’s using it. As this chart illustrates, since 2005, there has been a significant increase in social networking use among multiple demographics. The largest increase (85%) of social networking use resides among 50-64 year olds. Both the 18-29 and 65+ demographic has increased social networking use by 81%, while the 30-49 demographic has increased by 80%. So, as you can see, social networking is growing rapidly across all age groups.
  • Within the building industry, more than 70% of individuals use social media tools for business purposes at least once every few months, where as 15% use social media daily. Among the social media channels, LinkedIn and Facebook are the most popular.
  • Now that you’ve seen the statistics, you might be wondering what makes social media so popular. A major benefit of participating in social media is the ability to network without borders. Specifically, social media allows you to create a “virtual rolodex” that extends well beyond your personal network of friends, family and coworkers. Social media also gives you the ability to engage in (or create) an online community that gives you access to individuals (or businesses) with similar interests. Social media can be used as a means to supplement face-to-face interactions anytime, anywhere. For instance, AAMA members have the ability to connect a.) when they are unable to attend AAMA conferences/meetings and b.) in between AAMA conferences/meetings. Now, Sam Sinkhorn is going to walk you through how to join AAMA on LinkedIn so you can start discussing industry topics today.
  • Although I’ve only been with AAMA for a short time, I’ve already had the pleasure of working with many of you. I look forward to getting to know everyone and especially connecting with you on our social media channels. While the majority of my experience lies in traditional communications, I’ve been an early adopter of many of the social media channels that Heather mentioned earlier. I also participated in the beginning of the social networking revolution in 2005 when Facebook was made available to U.S. college students. Now, I’m going to give you a quick, but hopefully thorough, tutorial on how to register for LinkedIn, customize your profile, add connections and participate in groups. For your reference, I will be showing you the ins and outs of LinkedIn using my own personal account. If you aren’t already a LinkedIn member, you can create an account by navigating to where you will be either prompted to create an account or sign in. Once you register, an email will be sent with instructions on how to confirm your email address. After registering, or signing in if you already have an account, you now can customize your profile.
  • You can customize your profile by selecting the “Profile” tab”. Here, you can adda photograph, a headline which details your current position and company, your industry, status updates, education, recommendations, website and Twitter handle.This grey box shows a “snapshot” of your profile; however, the sections below allow you to delve into more detail about yourself and your accomplishments.
  • Under the Summary section, you can give a snapshot of your current/past work experience, as well as any personal accomplishments and specialties you wish to highlight.
  • You can customize your current and past work experience by listing your job responsibilities.
  • In addition to adding your work experience, you can highlight your skills and expertise.
  • You can also add/customize your education, similar to customizing your work experience.
  • To better showcase your professional skill set, you can request recommendations from your current or former managers and coworkers who can speak to your accomplishments.Additionally, you can recommend your connections.
  • You can also add a link to your personal website, your company’swebsite, as well as a link to your company’sRSS Feeds. You can also include your Twitter handle, additional interests and publicly display the LinkedIn groups you are a part of.Also on your profile page, you can see who has viewed your profile and your recent activity (which you can customize by using the delete tool). You can also view your connections from this page, as well as any recommendations you have given.If you think you have finished completing your profile, check the status. If you profile isn’t 100% complete, select “Improve your profile”. LinkedIn will wall you through the steps to improve and complete your profile.
  • An important feature of LinkedIn is the ability to establish connections. To add connections, you can search for a specific person using the search LinkedIn search function and making sure “People” is selected in the dropdown menu. You may also search your email contacts, or if the individual is not on LinkedIn, you can invite them to join using their email address. You can also find connections by searching for colleagues, any former college peers or use LinkedIn’s suggestions under the “People You May Know” tab. Additionally, you can add your connections’ connections by navigating to your connections profile and selecting “See all connections.” You can also connect with fellow group members, which I’ll mention when we discuss joining groups.
  • To participate in AAMA or industry related discussions on LinkedIn, you can join one of our two groups: our AAMA general LinkedIn group or our AAMA Legislative and Regulatory Forum, which is open to AAMA members only. To join either group, navigate to the Groups Directory, and search by typing “American Architectural Manufacturers Association” in the search field. Both the AAMA general group and the Legislative group will be displayed in your search results. Navigate to the AAMA general group and click the blue link. This will bring you to a screen where you can select “Join Group.”
  • Now that you are a member of the group, you can start your own discussions. To do this, simply type your discussion topic within the discussion field. Although this field only allows 200 characters, you may type additional information in the field below. You can also attach a link to an industry article or other information that pertains to your discussion topic. Once you are done, click the “share” button.
  • In addition to creating your own discussions, you can participate in existing ones by using the comment feature. Simply click “comment” under the discussion post and add your comment in the comment field and click “add comment” when you are finished. You can also “like” the discussion or share a link to the discussion topic under the “more” tab. If you’re interested in what a particular individual is discussing, simply click on their picture to view his/her recent activity, as well as other statistics about the individual like the other groups he/she belongs to. This is a great way to find other groups that might be of interested to you.
  • As I mentioned earlier, you can connect with individuals that are in groups you belong to. To do this, select the “Members” tab. All group members will be displayed, with your first degree connections listed first. To connect, navigate to the appropriate person, and select “Invite to Connect.” Also on this page, you can see the week’s top influencer and their most recent discussion post.
  • Now that you are more familiar with LinkedIn, you canstart participating in our current and future discussions. Right now on our LinkedIn page we are discussing the following topics: BIM, Daylighting, Tornado Hazard Mitigation and Conference Travel Arrangements. Keep an eye out during the Conference for new topics which include our keynote speaker Michael Collins, FTC Green Guides and the NFRC IVP.
  • If you need additional assistance with joining LinkedIn or utilizing the AAMA LinkedIn groups, don’t hesitate to contact me at the information you see here. Additionally, we will begin hosting “how-to” webinar sessions tailored to specific social media channels, so please keep a look out for those dates.
  • Intro to Social Media: How to Make it Work for You

    1. 1. 1Intro to Social MediaHow to Make it Work for You
    2. 2. 2 What is social media? Some definitions: • Virtual platforms for interaction, engagement and networking where individuals can share “content, opinions, insights, experiences, perspectives and media themselves.” • Communication channels that are focused on the relationships, conversations and collaborations between two or more people.Source: Howard Greenstein (Harbrooke Group), Social Media Strategist
    3. 3. 3 What is social media?Social Media Classification:1. Social Networks2. Blogs/Microblogs 3. Collaboration Sites
    4. 4. 4 What is Social Media?Social Media Classification:4. Media Content Sharing5. Social Bookmarking6. Review Sites
    5. 5. 5 What is Social Media?Social Media Breakdown:Facebook• Users: 845+ million users• Best for: Interacting on a more personal level with contacts• What to share: Status updates, photos/videos, blog posts, Q&As• Timeline: Tell your virtual story through photos, friendships and personal milestonesSource: Zintro,
    6. 6. 6 What is Social Media?Social Media Breakdown:Twitter• Users: 140 million users tweet on average 340 million tweets per day• Best for: Short updates; monitoring conversations• What to share: Links to content, hashtags (#), questions and conversations• Hashtags: Use the “#” symbol to mark keywords/topicsSource: Zintro,
    7. 7. 7 What is Social Media?Social Media Breakdown:LinkedIn• Users: 150+ million users• Best for: Developing professional connections; showcasing accomplishments• What to share: Relevant content to connections or group members• Groups: Create/join discussions about your industrySource: Zintro,
    8. 8. 8 What is Social Media?Social Media Breakdown:Google+• Users: 100+ million users, Avg. 625,000 daily users• Best for: Starting conversations and including those in your “circle”• What to share: Photos/video, blog posts, and links• Circles: Organize contacts into groups and target your messages to specific contacts separatelySource: Zintro,
    9. 9. 9 Why Social Media MattersGrowth and Popularity:Source: Search Engine Journal,
    10. 10. 10 Why Social Media MattersGrowth and Popularity:• 70%+ of building industry professionals use social media tools for business purposes at least once every few months• More than 15% use social media daily• LinkedIn (52.9%) and Facebook (42.2%) are the most popular networks among building professionalsSource: Professional Builder survey, July 2011
    11. 11. 11 Why Social Media MattersNetworking without Borders:• Opportunity to create a “virtual rolodex” that extends well beyond your personal network of friends, family and coworkers• Ability to engage in (or create) an online community that gives you access to individuals (or businesses) with similar interests• Means to supplement face-to-face interactions anytime, anywhere
    12. 12. Join the DiscussionHow to Join LinkedIn
    13. 13. Join the DiscussionCustomizing Your Profile
    14. 14. Join the DiscussionCustomizing Your Profile
    15. 15. Join the DiscussionCustomizing Your Profile
    16. 16. Join the DiscussionCustomizing Your Profile
    17. 17. Join the DiscussionCustomizing Your Profile
    18. 18. Join the DiscussionCustomizing Your Profile
    19. 19. Join the DiscussionCustomizing Your Profile
    20. 20. Join the DiscussionHow to Add Connections
    21. 21. Join the DiscussionHow to Join Groups
    22. 22. Join the DiscussionHow to Start Your Own Discussions
    23. 23. Join the DiscussionHow to Participate in Discussions
    24. 24. Join the DiscussionHow to Add Connections from Groups
    25. 25. 25 Join the DiscussionWhat We’re Talking About:• Building Information Modeling (BIM)• Daylighting• Tornado Hazard Mitigation• Conference Travel ArrangementsWhat We’re Going to Talk About:• Conference keynote speaker Michael Collins• FTC Green Guides• NFRC IVP
    26. 26. 26 Questions?Sam SinkhornAAMA’s Communications CoordinatorE: ssinkhorn@aamanet.orgP: 847.303.5858 x224