Social Media 101
A Tutorial for Executives
What is social media?
Social media is an umbrella term that defines that various
activities that integrate technology, social interaction, and the
construction of words, pictures, video and audio.*
A social network is a group of people of that are members of
a community for the purpose of connecting, learning and
interacting within the context of a shared interest
What is social media?
Allows people to connect and form personal and
People are connecting with each other - not brands
The conversation is happening - with or without you!
What is Social Media?
Blogs & Micro Blogs
Video Sharing Sites
Photo Sharing Sites
Who uses Social Media?
Social Networks and Blogs are
now used MORE than Email:
Twitter = >5M users
Linked In = >40M Professionals
Facebook = > 200 million users
Facebook’s fastest growing
demographic s are aged 35+
What are the benefits of Social Media?
Targeted increase of website traffic
Creating positive brand association
Growing brand awareness
Conversions and sales
Control of the search results
More loyal users
People prefer doing business with those they know!
How can Executives use Social
How can businesses use social
Executive Positioning: Demonstrate thought leadership and become an expert
Sales and Marketing: Post links to press releases, company news,
relevant community news, speaking events
Human Resources: Prescreen candidates on LinkedIn;
foster better internal communications through internal communities
Market Research: "Listen" and gain insight into trends or opportunities
Community Relations: Raise awareness for community relations projects and
corporate giving initiatives
What are business uses for...?
: Company profiles, groups, answers
: Company pages, fan pages, groups, widgets
: Micro blogging with 140 characters or less. Search and attract
followers, send updates of value to your community
: Video marketing, event marketing, fundraising opportunities,
: Demonstrate thought leadership, create expert positioning,
help connect with customers, generate media interest
: Internal social network to identify employee issues,
communicate news, build relationships
Get PR visibility
Reinforce business brand
Conduct market research
Integrates with Wordpress,
slide share and RSS
Facebook fan pages & groups
industry groups allow for easily
Paid Demographic targeting:
Distribute Company news
instantly into your company
“fans” news feed
Connect with media and other
industry related groups
Set up corporate fundraising
pages for charitable initiatives
Largest growing social media tool
Create your name @yourbusiness
name (brand recognition)
Discover industry trends
Drive traffic to web site and
create face-to-face networking
opportunities (“tweet ups”)
Request instant feedback
Build connections & reach
Video, Presentation & Photo Sharing
Why YouTube, SlideShare & Flickr?
Video is the #1 online activity among internet users
77%* of internet users watch video online - businesses can take
Use interactive media to promote
Presentations, speaking engagements and panels
Share videos and photos of recent community
fundraisers and events to increase participation for next
Use video and photos to promote product demos
*Source: Media Post News, July 7, 2009
Why a Blog?
Create thought leadership opportunities by positioning
executives as experts
Shape the conversation - determine key messages and share
Generate awareness for the "softer side" of a corporation
Generate leads and referrals
Attract media opportunities
Increase search engine ranking
RSS: Creating content
RSS makes it easy to maintain social media
Integrate RSS Feeds into
all social media platforms
Identify relevant RSS
feeds to generate content
for your blog, Facebook,
Linked-in and twitter
Follow your competitors
and important industry
Example RSS Feeds
Blogs and blog comments
Web site updates
Photos through Flickr
Events through Google
Press Releases and current
How do we get started ?
Do Your Homework:
Set clear, measurable objectives. Is your objective to:
Drive traffic to the website?
Raise awareness around a speaking engagement?
Target your audience: who, what, where?
Listen to the conversation
Follow on Twitter
How do we get started ?
Setup accounts at Facebook, twitter, linked-in,
Reserve your names now - you can always use them
Allocate appropriate resources - Networks need
regular maintenance to keep them valuable
Create content worth talking about
Link blogs and other social media accounts to your
website to ensure seamless integration
Comments on blog
Number of media outlets
Tips for Social Media Success
Transparency & authenticity
Develop relationships & encourage the conversations
Try to add value to your industry and community
Connect with the influencers / help them find you
For maximum ROI: “Build communities” instead of
Contact Rebecca Devine for more information :
firstname.lastname@example.org or 267-546-9009
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