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Foshay Social Media Basics


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