What is social media?
What is social media?
• Social networking
• Social bookmarking
• “Blogs.. simply the most explosive outbreak in the information
world since the Internet itself.” Business Week
• Online journal
• Little and often
• Focus on your specialisms
• Publish on your website, or on hosted blogsite
• Tag with keywords
• Scatter with topical links
• Comment – your view is valuable – conversations are happening
Blog: your voice potentially reaches a huge audience
Within 1 hr of the London bombings,
there were more than 1300 blog posts
on the event – prompting the BBC to
“ We don’t own the news any more”
- Richard Sambrook, Director, BBC World Service and
Global News Division. October 2005.
“Death by Blog”: Kryptonite lock story
posted on Sept. 12th , 2004. Backed up
by a video on Sept. 13th. Picked up by
bloggers. Ten days later, an article in the
New York Times.
• “Why should you care? Because power is shifting from
institutions to communities, your company is at risk”.
• Comments/status updates
• Trusted networks
• Special interest groups
• Current interest groups
• Highly targeted marketing platform
• “The simplest online database that could possibly work.”
• Indexed collection of articles that can be edited by any
• Organic development
• Knowledge management
• Knowledge capture
• Organically Organised
• Reliant on ‘tagging’ – tags create the index.
• No formal structure.
• Harnesses collective intelligence (“wisdom of crowds”)
• Users are motivated to participate because their
contributions are rewarded
• Opportunity for virtuous circle of publicity
• The service provided by the software gets better as more
people use it
• Discussion forums
• Focused special interest groups
• Administered by enthusiasts
• Anyone anywhere can contribute and share knowledge
• Get answers to specialist queries
Are you ready?
• Take simple steps now
• Search on Google for your business name
• Explore any online references and reviews you find
• Watch for a while to assess the audience
• Review how your audience is composed
• Check if they are who you think they are
• Don’t discount potential new audiences
• Go where they go
• The aim is to get others talking about you
• Keep good ethics and transparency
• Give up control of the message
• Participate in a community
• Provide valuable or entertaining content
• Dedicate resources
• Don’t Hard Sell
How do I decide what to do?
• Choose where to engage carefully
• Be conservative in your approach
• Where can you contribute most?
• Where are your audience?
• What do you have the time and resources to do well?
Some steps to benefit your business
• Listen and react to what people are saying
• Start blogging IF you can make time (blogger.com)
• Post news and offers to feeds: RSS and Twitter (twitter.com)
• Install Google Analytics on your website (google.com)
• Depending on your audience and business:
• Create a business Facebook page (facebook.com)
• Create a profile on SAGA! (sagazone.co.uk)
• Pay special attention to security
• Invest time in understanding the people formerly known as
• Engage in the ways most suited to your audience and
• If you do nothing else watch and take note!