Be The King/Queen of Your Social Media Identity


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An easy four-step process is presented as a means to analyze and manage online identity and content, using the acronym SAFE. Search & filter, Analyze, Focus, and Engage. This presentation was developed for a graduate course assignment at SMU in fulfillment of my Masters degree in Advertising - New Media.

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  • Our readings from the Social Media Biblebuild on the idea that “everyone’s a publisher” in social media. In the end of Chapter 4 (p. 93), Safko encourages everyone to 1. Act like a publisher, 2. Know your audience, 3. Create content, and 4. Differentiate your concept. The next four chapters (5-9) break down various aspects of publishing: email, web pages, forums, blogs, and wiki. That got me thinking. We all use social media in one form or another, so we already have content out there (some more than others). So, how can we take this enormous cloud of “social media” tools and programs and applications (that’s growing everyday), and start being more intentional, more relevant, and more effective with it? How do we move from dabbling in social media to using it strategically? How would a brand go about doing that?
  • After thinking over those questions, I came up with four simple steps that can be used to strategically manage social media content. We’ll look at those four steps, then apply them to a business brand example. We’ll look at a couple of social media tools during this process. Then, we’ll use two students from this class as examples of personal brands in the light of these same four steps. After looking at those examples, we’ll review the steps one more time to wrap-up.
  • Search & FilterGoogle keyword(s)Media aggregator such as 123People.comAnalyzeOther brand or identity overshadowing/ misleading audience?Web analytics (such as Google or settingsFocus Example: Tweetdeck.comEngageForrester Research published an article in 2008 titled “Measuring Engagement”. In it, they define engagement as “four I’s”: “the level of involvement, interaction, intimacy, and influence an individual has with a brand over time.” These are pretty simple, measurable ways to be active with/as a brand…by getting involved at various touchpoints, interacting in those touchpoints and evaluating the experience, and sharing the experience with others.
  • Let’s look at the steps using a brand example. Start with showing Sprinkles website. Sprinkles Cupcakes is a gourmet cupcake bakery founded in Beverly Hills, CA in 2004. They now have 8 locations, including a Dallas, TX location on Preston Rd. that opened in March of 2007. Their website lists another 17 locations as “coming soon”, including international locations in London, Tokyo, and Paris. Their cupcakes currently sell for $3.25 each or $36 /dozen. They have 24 flavors, not all of which are available daily. They’ve been featured on Oprah and Martha Stewart. Now go to Google, or to this slide: Step #1 is Search. A Google Search of “Sprinkles Cupcakes” yields over 20,000 results, with a good mix of social media. Top results include their website, store locations and directions, user reviews from sites such as, blogposts, official cupcake mixes that sell through Williams Sonoma, YouTube video posts, and their Facebook and Twitter pages.
  • Step #2 is Analyze: Note that using information from both and can also be used to measure Twitter keywords.
  • I don’t work for Sprinkles Cupcakes, and don’t know what their social media objectives may be, so I’m just going to make some basic observations about the final two management steps for their brand.
  • We can use these same four steps to think about ourselves and our individual presence in social media as a “personal brand” as well. Kaleb is a good example of someone with a unique name, that has a strong social media presence that is searchable in many ways. Go to Google Search and for examples.
  • Demo my Google search results, then show TweetDeck, briefly talk about privacy settings.25 “Alexandra Watsons” on LinkedIn, 127 results on Facebook. Lots of clutter!
  • Be The King/Queen of Your Social Media Identity

    1. 1. ADV 6320 Message Delivery & Engagement Systems SMU Tools Presentation #1: Publishing-Be the King/Queen of Your Social Media Content<br />Alexandra Watson<br />
    2. 2.
    3. 3. Presentation Outline:<br />Four Steps to Managing Social Media Content<br />Brand Example: Sprinkles Cupcakes<br />Personal Identity as Brand: Two Student Examples<br />Review Four Steps<br />Challenge<br />Image from<br />
    4. 4. 4 Steps to Managing Social Media Content:<br />Search & Filter<br />Discover what’s “out there” re: your brand or identity<br />Analyze<br />Assess whether or not search results match objectives<br />Focus<br />Be the King/Queen of your content- Publish with purpose<br />Use applications/ tools to manage SM content<br />Engage<br />Forrester’s Four “I’s” of Engagement: <br />Involvement, interaction, intimacy, influence<br />
    5. 5. Brand Search: Sprinkles Cupcakes<br />
    6. 6. Brand Analysis:<br />107,344 Facebook fans and 20,617 Twitter followers.<br /> indicates 31% of their website referrals come through Google, 12% from their Facebook page, 6% from Yahoo, and roughly 5% from YouTube. <br />Statsaholic Info indicates 37,207 unique website visitors for Jan 2010. This is -24% from prior month. <br /> shows average of 1 to 3 tweets per day from Sprinkles, and average of +66 new Twitter followers per day.<br />
    7. 7. Focus & Engagement: Sprinkles Cupcakes<br />Presence in search results is strong<br />SM presence is promotion-focused rather than interactive. SM could be bolstered by company blog or <br /> interactive portion of website where they allow consumer input & insight (voting, ratings, etc.)<br />Tweets and Facebook posts also center around promotions. Again, could be more interactive if they solicit consumers to vote for new locations or flavors, etc.<br />
    8. 8. Identity Example: KalebLeija<br />Search & Filter<br />Google Search<br /><br />Analyze<br />3000+ Search results show strong SM presence: personal website, Twitter, Facebook, LinkedIn, Spotted photos, MySpace, etc.<br />Info up-to-date and varied<br />Focus<br />Engage<br />
    9. 9. Identity Example: Alexandra Watson<br />Search & Filter<br />Google Search<br /><br />Analyze<br />“Happiness Coach” Author of same name has stronger search results & SM presence than I do.<br />Current privacy settings and content don’t cut through the clutter. My SM presence could be stronger & more unique.<br />Focus<br />Use TweetDeck to manage various SM applications<br />Change privacy settings to bring resume to forefront<br />Start blog about my interests in photography & arts<br />Engage<br />Consistent posts & replies, link to key influencers<br />
    10. 10. 4 Steps to Managing Social Media Content:<br />Search & Filter<br />Discover what’s “out there” re: your brand or identity<br />Google keyword(s)<br />Media aggregator such as<br />Analyze<br />Assess whether or not search results match objectives<br />Other brand or identity overshadowing/ misleading audience?<br />Web analytics (such as Google or<br /> or<br />Privacy settings<br />Focus<br />Be the King/Queen of your content- Publish with purpose<br />Use applications/ tools to manage SM content<br />Example: or<br />Engage<br />Forrester’s Four “I’s” of Engagement: Involvement, interaction, intimacy, influence<br />
    11. 11. Nadeau’s “Living Brands”<br />Be There<br />Be Real<br />Be Intimate<br />Be Inspired<br />Be Good<br />Be Beautiful<br /><ul><li>These “Six Secrets” of Living Brands are ways to apply the final steps in this social media management process (Focus and Engage), to ensure that the brand remains relevant and effective to its audience. </li></li></ul><li>Discussion Questions:<br />What do you think of these four steps (Search, Analyze, Focus, and Engage) as ways to assess and manage social media presence? <br />Have you been strategic about your use of social media, or has it just developed organically? <br />As your own personal “brand”, do you see a benefit to using an evaluative process for social media?<br />Do you think any one particular Social Media tool/application is more important than others in building a brand?<br />