Foshay Social Media Basics

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Presentation to Foshay Tech Academy (12th grade) in Los Angeles, CA. March 1, 2010

Presentation to Foshay Tech Academy (12th grade) in Los Angeles, CA. March 1, 2010

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  • 1. Foshay Tech Academy: How to create a social media presence Esther D. Kustanowitz March 1, 2010
  • 2. Foshay Tech Academy: How to create a social media presence
    • Audience – finding the right people
    • Adding Value – contributing to conversations
    • Tools – using available tools to reach your audiences where they are
        • Twitter
        • Facebook
        • Blogs & online publications
  • 3. Today’s Goals
    • Introduce new social media tools and outlets
    • Learn a few new skills/resources
    • Learn to understand social media culture
    • Use personal Facebook experience to learn how to use FB to promote your clients
    • Learn about the culture and format of Twitter & blogs; how they can help
  • 4. Visualizing Social Media Culture
    • The power of networks and personal recommendations more important
    • Amazon – sold books, then added “social”
    • Crowdsourcing challenges and offering responses:
      • Wish fulfillment machine (example: Best Buy ad – twelpforce )
  • 5. Creating Relationships, Adding Value
    • Social media savvy-folks like to be “in the know” – VIP info list
    • Creating relationships with clients establishes you as an inside source
    • Become part of the conversation beyond self-promotion => “adding value”
    • Trust brings referrals – forwarded emails, shared posts, retweets etc.
  • 6. Effective Social Media Interactions
    • Commitment to relationship-building
    • Involvement in public infostream
    • Initiating & participating in conversations
    • Authentic voice
    • Adding value (self-promotion is secondary)
  • 7. Pitching Your Audience
    • Every tweet, FB invite or blog post is an opportunity – PR/add value
    • Knowing the audience, showing you know the audience, pitching appropriately
    • Adding value
      • What you value, but through a lens of…
      • What your intended audience values
      • “Please give”  “Please receive”
  • 8. Social Media Immersion Process
    • Learning (Homework)
    • Understanding (“A-ha!”)
    • Taking Action (Moving Ahead)
  • 9. Learning (Homework)
    • Explore tools that make social media more accessible (Mashable, Inside Facebook, Twitter’s “Goodies”)
    • Visit social media of other orgs (film festivals, films, gaming labs): what can you “borrow” or do better?
    • Resources: 140 Characters Conference - http://lax.140conf.com/schedule
  • 10. Facing Facebook: Questions to Consider
    • Group or Fan Page?
        • Groups foster group discussion around a topic
        • Pages allow entities (public figures and organizations) to broadcast information to fans
    • Who will be responsible for posting content? How often?
    • What will the tone be?
    • Will you link FB with other social media (blog or Twitter)?
    • How will you “add value” to conversations?
  • 11. Facing Facebook: Professionally
    • Not your personal Facebook page
      • No inappropriate photos, Farmville, etc
      • Keep tone similar to that of the project
    • Follow your instincts, personal experience
      • What do you like? (discussion on friends’ walls, Scramble) What annoys you? (Farmville, perhaps?)
      • What inspires you to act? (friends in need, causes)
      • Which events do you respond to or ignore?
      • Create events, fan pages, etc that you’d want to follow, that add value to your life
  • 12. Twitter Basics
    • Twitter– FB status update in 140 characters
    • Makes your brand accessible
    • Allows fast customer service
    • Shows that you’re problem-solving in public – “transparency”
    • “ Listening” to conversations provides:
        • “ the market” / instant focus group
        • World/community news & and trends
        • Being there first
  • 13. Talking Twitter: Setup
    • Logistics of setting up an account
    • Choosing your handle
      • Your name (like, @estherk)
      • Your org’s name (@indiegogo)
      • A project’s name (@jdubrecords)
    • Touring the site, becoming familiar
      • Replies/@/Mentions; DM; RT, HT (hat tip), #hashtags
    • Finding followers (uploading your address book, other people’s followers, other people’s lists)
    • Listening to chatter, asking & responding
  • 14. Talking Twitter: Content
    • Be brief – use the right words to convey mission, add value
    • “ share with the class” - link to/RT others
    • Abbreviate URLs with bit.ly, j.mp
    • Use # to hashtag (tab in a file cabinet)
    • Use a viewer (Tweetdeck) – “Goodies”
    • Check out: @indiegogo, @kickstarter
  • 15. You’re Blogging, and You Don’t Even Know It…
    • Blog is short for weblog = CMS (content management system) for online publishing
    • People read blogs without knowing it (Gawker, TMZ, NYTimes, other publications)
    • Writing, reading & commenting on blogs
      • promote your organization
      • start new conversations
      • adding value to existing conversations
  • 16. Basics of Blogging: Strategy
    • Do you need a blog?
    • Read blogs, see what’s out there
    • Blog will need regular content (staff time)
    • Comments should be open, but can be moderated (staff time)
    • Blog should reflect project’s goals, but also add value to larger conversations
    • What are competing blogs/orgs blogging about? What can you add to the conversation?
  • 17. Basics of Blogging: Posting
    • Technical
      • Check with web team: is blog technically possible?
      • If not, use Blogger.com, Typepad.com or Wordpress.com
      • Name the blog - create a relevant, short-ish URL
    • Content
      • Posts about 400 words (one screen length)
      • Grammar, punctuation, style
      • Hyperlink to other sites (helps w/readership)
      • Reflect the values/themes of your project
      • Post regularly
      • Use photos, videos, images
  • 18. Understanding
    • Social media routine
      • Check Twitter/Facebook page at least once a day
        • Read the people you follow – participate in conversations
        • Upload address books, identify contacts using FB and Twitter
        • Share a group/event with friends who are “mavens” or hubs”
      • Visit blogs of your choice
        • click on headlines; monitor/join a conversation
    • Ask questions!
  • 19. Taking Action
    • Determine your project voice or voices
    • Identify person/people to Tweet/FB for your project (at least daily)
    • Identify newsy angles (Google Alerts), use as hook to promote projects in online conversations
    • Consider starting a blog, so you can host conversations
    • Find “mavens”/“hubs” in your community, invite feedback and partnership
  • 20. Resources Available
    • Mashable.com and Inside Facebook e-mail
    • Google Alerts to bring you articles of interest
    • NYTimes technology columnist David Pogue on Twitter: http://pogue.blogs.nytimes.com/tag/twitter/
    • Twittersearch, @indiegogo, @kickstarter – check out their followers
  • 21. How to Find Me
    • [email_address]
    • http://twitter.com/estherk
    • http://facebook.com/estherkustanowitz
    • http://myurbankvetch.com
    • http://jdatersanonymous.com
    • http://blog.beliefnet.com/idolchatter
    • http://roicommunity.org
    • http://youtube.com/EstherK