What you will leave with today:
**Subject to change.**
• Social media goal(s)
• Ideas for social media workflow
• Outline of social media tactics
• A better understanding of “how to” use
the tools available to you
• Exercises and activities applicable to
your clients or profession
Social media is another tool.
Just like this.
• Community outreach
• Public relations
• Crisis communications
• Customer service
Channels for interacting, using accessible publishing
techniques. Social media use web-based technologies to
transform and broadcast media monologues allow the creation
and exchange of user-generated content.” -Wikipedia
WHAT IS IT?
51% Get News From
'People They Follow’
Image courtesy of Knowem.com
“The overwhelming majority of
Americans (92%) use multiple
platforms to get their daily
(Source: Pew Research Center’s Internet & American Life Project and
Project for Excellence in Journalism)
Americans spend 57 minutes a
day getting news from
traditional media (same as in
2000) and AN ADDITIONAL 13
minutes each day consuming
news on the web.
(This doesn’t include mobile.)
Pew Research Center, September 2010
95% of online shoppers conduct research
before making a decision
60% of online shoppers always or often
use search engines
(Credit: Compete Online Shopper Intelligence Study)
The average social network
user is 37 years old.
(It’s 44 on Linkedin.)
79% of the 100 largest Fortune
500 use Twitter, Facebook,
YouTube or blogs to communicate
with customers, with Twitter as the
platform of choice.
(Credit: Burson-Marsteller Fortune Global 100 Social Media Study)
“1 in every 3 online Americans is
a conversationalist, someone
who updates their status on a
social networking site such as
Facebook or posts updates on
Twitter at least once weekly.”
Billions of pageviews
Image courtesy of @Jess3, March 2010
The Geosocial Universe
Image courtesy of @Jess3, August 2010
In the U.S. our relationship with news
PORTABLE, PERSONALIZED &
Know what you want to accomplish.
(This is your goal, your strategy!)
STOP Exercise Time.
What is/are your goal(s)?
Goal 1: To _______ (verb) (audience)
(measureable outcome) by (date).
Quick overview on the “Big 3”:
Twitter, Blogs and Facebook
Understand the communities
What are you doing?
Engaging, customer service, some
promotion, listening, producing
Initial Twitter outreach Suggested routine
• Find people to follow You share, too!
• Observe how others in your
communities or tribes interact
• Spend more time replying to,
retweeting (RT) or mentioning
(@twitterID) those you hope
to interact with
• Ask questions which
encourage response and allow
people to talk about
• Share helpful news, tips and
• Watch and listen
It’s all about the retweet.
@RSHotel AWESOME friends in
@Mashable post! @KeithBurtis
• Shares an article where Twitter followers are mentioned
• Recognizes others
• Includes a shortened URL for tracking purposes and ease
• Leave enough characters to retweet
@mattroyse 10 iPhone Apps to
Manage Your Job Search on the
• “ Top
State of the Blogosphere: 2009
• The blogosphere continues to be
dominated by male, affluent and educated
• Bloggers use Twitter far more than the
average person and microblogging is
changing blogging habits
• More bloggers are making money, but
most don’t make any
• Most bloggers are “hobbyists” and are
driven by personal fulfilment rather than
What to post? Suggested routine
• Added commentary or • 1 to 2 blog posts per
insight on national week
• Check comments 1 to 2
• Guest post times, daily
member hospitals • Share blog posts via
• Reblog/post content (as other social networks
appropriate) (as appropriate)
• Do not repurpose
memos or press
releases as blog posts
• Know in advance what • Use descriptive titles for
you want to write about your posts
(e.g. editorial calendar) • Include images (or
• Be authentic other interactive media)
• Create original content • Link to other related
• Your post is not a press posts
release • Promote one another’s
• Use language your posts
audience uses • Leave comments on
• Share about timely and other blogs
relevant events • Respond to comments
on your posts
It takes, on average,
five activities to draw an
audience to your site.
-State of the Blogosphere 2009
Create a tactic grid
What about pitching bloggers?
Dual roles: Bloggers pitching bloggers
What to post? Suggested routine
• Check out who is talking • A suggested routine
about health care on outline is in the
your social networks “Training” packet.
and respond to them
• Post links and
• Congratulate a
partnering hospital on
It’s all about the “like.”
Today's Fan Note: On CNN and CNN.com
* "Avatar" director James Cameron is on
"Larry King Live' TONIGHT at 9 ET *
VBS.TV on CNN.com: Meet the
bulletproof clothing tailor * Go inside the
Tea Party movement, Tomorrow 6 am ET
Watch director James Cameron…
STOP Exercise Time.
Let’s practice: Teams of 3
You just came across breaking news that lists your profession as the
number one profession in the United States. You have a community
that would appreciate knowing this.
How would you share that information via Twitter, your blog and
Write out the following:
1) Your 140-character message (Twitter)
2) Your 160-character message (Facebook)
3) The headline of your blog post
Random Fact: The median age of a Facebook user is 26.
What role does social media
play in your organization?
You ask, I’ll share.
60% of B2B don't have a staff
member who is dedicated to
social media marketing.
Less than half (46%) of B2C
lacked a full time social media
It might not be a fit for you if...
• Your staff totals one and you are currently
responsible for all communications
• In a highly regulated profession with legal
• Don’t feel comfortable or can’t get buy-in
• Not sure if your consumers are on social
media or want to be interacted with via
‘How can we integrate social
media content generation into
our current work?’
STOP Exercise Time.
Let’s practice: By yourself
I’m going to share a copy of a chart in the next slide. I
want you to make a similar one.
Left column: Top communication vehicles you currently
use + add 1 or 2 social media platforms you already or
would like to use
Top column: Your company’s mission statements,
focus, brand sentiment or goals
Random Fact: 35% of Twitter users live in urban areas.
Before we populate the tool you
just created, it’s time for more
Ask anything about
1) Content generation; or
TIPS for Aggregation and
• RSS feeds
• Google Reader
• Mobile alerts
Random Fact: 10% of internet users in households earning
more than $75,000 tweet.
EXERCISE: Engage +
Content (Teams of 3 or 4)
Through online monitoring (or listening) you notice
a trend in conversations praising your organization.
1. What do you do?
2. How do you respond?
3. How do you share the information?
4. What is your plan to engage?
• Portable = “I can take it with me.”
• Personalized = “I can customize.”
• Participatory = “I can join in.”
Credit: Pew Internet Research, “U.S. Relationship with News”
What’s next? It’s not about the
“next” Twitter or “Foursquare.”
It is about bringing structure,
focus and strategy to the idea
Identify the businesses’ social media structure
• Often seen in large multi
national companies (e.g. HP ,
• Business units are given
individual freedom to deploy
as they see fit, yet a common
experience is shared amongst
• Requires constant
communication from all
teams to be coordinated
• Requires considerable cultural
and executive buy in, as well
as dedicated staff.
Integrate into an existing business plan
(e.g. marketing and communications)
• It doesn’t have to be a turf war.
• This is ANOTHER part of your outreach.
• Add metrics (even if this is a benchmark year)
– High level metrics:
• Goal: Foster dialogue; Measure: Share of voice, Audience
• Goal: Promote advocacy; Measure: Active advocates,
Advocate influence, etc
– Mid-level metrics:
• # of clicks
• Retweets, “Likes”
• Online sentiment
Establish social media policy
(Or integrate with existing communications policy.)
• Identify who can say what, when
• Know when you will/will not respond
• Crisis communications
• Exit strategy
• Do employees need training?
• Examples of appropriate social media use
versus abusing time online
Examine your workflow, change as necessary.
• It’s not about working more, but
• Creates a process, a system…a habit!
• Eliminates confusion
• Break down tasks
Get serious about online observation (even if you’re not going to participate)
• Niche networks: Do you have a private
or niche network?
• Trending topics: Make a national trend
local based off of conversations
What social media users want
• Think about:
– What platforms you
want to use
– Who is there
– How they want to be
– What you want them
"After six solicitations a year, the
likelihood for long-term loyalty
-George Rubanenko, Blackbaud
How do you monitor? <for free>
• Set up Google Alerts
• Think about every term you need to monitor as part of
your communications and public relations efforts. This
– The company name
– Company CEO and/or executive team
– Company spokespeople
– Highly visible employees
– Key stakeholders/shareholders/investors
• Google Alerts may not pick up every mention of your
• Use Nielsen’s BlogPulse - http://blogpulse.com
How do you monitor?
• Track social networks
• Set up Tweetdeck to manage
syndication, schedule tweets and
gather Twitter analytics.
• Set up Twitalyzer. It’s the most
sophisticated Twitter analytics tool
Tools and Resources
• Oneforty – A list of all third-party applications ( • Bit.ly – URL shortener (http://bit.ly)
http://oneforty.com) • J.mp – A shorter version of bit.ly (they are one and the same…
• Tweetdeck – Third-party application to manage Twitter simply a shorter version of its predecessor) (http://j.mp)
accounts (http://tweetdeck.com) • Google Reader – RSS aggregator (http://google.com/reader)
• Search.Twitter.com – Twitter search (http://search.twitter.com) • Google Alerts – Aggregates online mentions (
• Twellow – Identify people to follow based off of details in their http://google.com/alerts)
Twitter bio (http://twellow.com) • Addict-o-matic – Digital dashboard (http://addictomatic.com)
• WeFollow – Identify people to follow based off of how they • Blog Pulse – Supplement to Google Alerts to find mentions in
classify themselves (http://wefollow.com) blog posts (http://blogpulse.com)
• Tweetphoto – Photo sharing service (http://tweetphoto.com) • Quarkbase – Overview of monthly web visits and other analytics
• WTHashtag – Top resource for tracking hashtag mentions (http://quarkbase.com)
(http://wthashtag.com) • Board Tracker – Find brand mentions on online forums and
• Twitalyzer – Most sophisticated Twitter analytics tool ( discussion boards (http://boardtracker.com)
http://twitalyzer.com) • Pitchengine – Social media release platform (
• Listorious – Aggregator of Twitter lists (http://listorious.com) http://pitchengine.com)
• Flowtown – Import current email addresses, locate social • HelpAReporter – Free media opportunity network (
networks (http://flowtown.com) http://helpareporter.com)
• Flavors.me – Aggregate online profiles in one place ( • SocialMention – Analytics and sentiment (
• Help a Reporter Out – Media opportunities ( • Twellohood – Find people tweeting by location (
• Pitchengine – Social media release and newsroom ( • Mail Chimp – Email campaign platform (http://mailchimp.com)
• Knowem – Find where your name is available and secure it
• Alexa – Find details about your Web site and audience (