Social media 101

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Training session for the members of the Congress Committee for Global Leaders' Summit 2012, hosted by AIESEC Hungary.

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  • [Introduction]We hear the term social media being thrown around a lot by businesses, but what is it exactly? Can you name some of the major social media websites?
  • I’m going to play a video now. Some of you may have seen this before or seen a variation of it as it has been floating around online for awhile now. So what do you think? Did any of the statistics surprise you?This video was made by Erik Qualman who is the author of Socialnomics which I would highly recommend you read if you are interested in finding out more about social media and social networking. It’s a bit dated, but the information discussed is still relevant.
  • Let me ask you again, what is social media?Most people immediately think of social networking sites such as Facebook or Twitter. But social media is more than that.There is no clear definition for social media. Every person has a different definitely for social media based on how their own personal interaction with it. In many ways social media has been a part of our day to day interactions for decades. Its only recently that it has moved to the forefront of our daily lives. One thought leader has described social media as “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio.” Basically, any website that invites you to interact with the site and with other visitors falls into the definition of social media.Social Bookmarking. (Del.icio.us, Blinklist, Simpy) Interact by tagging websites and searching through websites bookmarked by other people.Social News. (Digg, Propeller, Reddit) Interact by voting for articles and commenting on them.Social Networking. (Facebook, Hi5, Last.FM) Interact by adding friends, commenting on profiles, joining groups and having discussions.Social Photo and Video Sharing. (YouTube, Flickr) Interact by sharing photos or videos and commenting on user submissions.Wikis. (Wikipedia, Wikia) Interact by adding articles and editing existing articles.And these websites are not the only social media websites. Any website that invites you to interact with the site and with other visitors falls into the definition of social media.
  • I am by no means a social media expert. There are so many constant developments and new networks popping up it is nearly impossible to keep track of them all. The Facebook privacy policy in itself would probably be a full time job! But I do know the basics and I’m here to share them with you. We need to build a social networking force and take the world by storm. The rest of the AIESEC network won’t know what hit them. Social media isn’t just about one person. Otherwise its not even remotely social anymore. It’ll be just me talking to myself and that’s just not any fun.
  • I’m going to start from the very basics. For those of you know have a little bit more experience with the different social networking sites please bear with me.
  • How many of you have an account on Twitter? How many of you used it within the last 30 days?Did you know that GLS has an account on it? Twitter is a micro-blogging tool that has seen explosive growth since its launch in 2006 with over 75M users worldwide according to many statistics. But really it’s an incredibly powerful search engine that gives you the pulse of what’s going on in the world in real-time. There’s more women than men on Twitter too (55%), earning good money (up to $60K pa) and aged between 25-54. Every day, millions of people use Twitter and your business has an ability to achieve viral messaging and reach an untapped audience as well as become an authority and resource people look to first.
  • If you’re one of those people who still has no image associated to your Twitter account then please put one up. People trust people not images of an oval egg. Also put in a bio – you get up to 160 characters to get super creative and put in the right keywords to draw peoples’ interests for 5 seconds or less.
  • Use Twitter lists `to-do’ your work for you. Find interesting people under categories you’re interested in on Listorious and follow the best looking people – or preferrably the most interesting, then add them to your Twitter list(s) so that you can tweet out their stuff daily and clear out the clutter from your home stream (which by the way you should never really need to look at).
  • Just like when you walk into a book store and look for the categories your book may fall under, the same applies on Twitter with hashtags. It’s a way of categorizing who might be interested in your tweet and no, nobody owns a hashtag – examples are #socialmedia #travel #sexylingerie and for a real treat look up what’s trending on Twitter like #thingspeopleshouldnotdoHashtag for GLS and AAIM? #GLS2012 and #AAIM2012
  • Just like when you walk into a book store and look for the categories your book may fall under, the same applies on Twitter with hashtags. It’s a way of categorizing who might be interested in your tweet and no, nobody owns a hashtag – examples are #socialmedia #travel #sexylingerie and for a real treat look up what’s trending on Twitter like #thingspeopleshouldnotdoHashtag for GLS and AAIM? #GLS2012 and #AAIM2012
  • Use links: Tweets with links are 3 X more prevalent in Retweets (RTs). Use Bit.ly to shortern your URL (it’s by far the most popular and best for SEO plus it also has excellent tracking tools so you can see the number of click thrus and more.Be a grammar queen: A whopping 98% of RTs contain some form of punctuation (compared with 86% of normal tweets), with colons, periods, exclamation points, commas, and hyphens leading the way.Break News Original content is way more popular than stuff people have already read:Use Proper Nouns Properly: Headline-style tweets–such as “Johnny Depp starts using FundRazr”–are more likely to go viral.Timing: Tuesday is the most popular day to tweet as well as 4pm on Friday.
  • How many of you have an account in LinkedIn?Did you know that GLS has an account on it?
  • Essentially LinkedIn is like Facebook, but just with a more professional tone. You have status updates. You join groups. You share info. There is no wall, but you can get and give recommendations from previous colleagues. Be transparent: Let people learn about you, but still be appropriate.As for AdviceLinkedIn Answers allows you to broadcast your business-related questions to both your network and the greater LinkedIn network. The quality of high-value responses is impressive because it’s coming from people in your network rather than open forums.Becoming an authorityTurns out I should have been doing more of this on LinkedIn. Hundreds of people have success for their personal brand and business by proving their values as `Experts’ on LinkedIn. How? By answering several questions on a daily basis on their area of expertise. This gives them more visibility, credibility and naturally more customers and clients who turn to them as someone they trust who provides value on a regular basis.ContentLinkedIn allows you to submit articles with useful information to your groups and connections. It’s a valuable activity to conduct each week especially if you pick your audience right. I’ve been regularly posting my latest blog articles to the key entrepreneurial groups I’m a member of.SEO and keywordsConsider what words you’d like people to use in order to find you, and make sure they are used liberally in your profile. Rank higher in search engines. Help people find you.
  • Add job - – only 6 people have done this!What I like about LinkedIn is your ability to create an excellent profile that defines who you are as a brand and your skills and experience. You should fill out your profile like it’s an executive bio, so include past companies, education, affiliations, and activities so that people have more to search on.As with your other social networks you should include a link to your profile as part of an email signature. The added benefit is that the link enables people to see all your credentialsHere are some quick tips for engaging well in groups:Choose groups that interest you using Groups search.Look for active membership participation by browsing the discussions.Look at the Groups rules and be aware of them.Join your Groups of choice and watch first before jumping in to contribute.Contribute to an active discussion first before starting your own discussion.
  • Before we end for the day, I want to touch briefly on Facebook. As a country, your presence on Facebook is fairly good. But you can still take it to the next level. But how?Make it unique!It’s about getting personal and creating content that will build a community, showcase your own personality, or that of your business and engage with your fans. Depending on what your organization does, this could mean anything from sharing fun facts about you, your business or a relevant topic, posting details of an upcoming event your holding or attending through to publishing pictures of recent work, a new product release or a customer you’ve worked with.Be Active!Publish insightful and interesting information in your status updates, ask your fans what they think with polls or when you post videos, photos or other links.Ask your fans to utilize the Share options when you publish to your Wall, so that friends in their networks can also find out about your organization.This is where all of you come in. You see a post go up on the fan page? Share it! Like it! Comment on it! The more that you do it, the more others will see it and maybe join in the conversation. The next time I post something, I expect to see at least 19 likes on it!Tag it!When you’re making announcements about GLS not directly on the GLS page, make sure you tag it! That way if people are interested, they can click on the event. How do you take an event? Just start typing it and Facebook will work its magic and you will see it shown in a drop down list. Did we partner up with another organization? See if they have a facebook presence and tag them as well. Then your update will show up on their page. Who knows? Maybe their followers will see it and will want to check out GLS.
  • Less is more: You are more likely to get a fan to comment or Like a post if you limit your posts to two to five a day. If you send a barrage of posts, people may even hide you.Shorter updates: Another important rule is to keep your posts under 100 characters. If you have to make people read a whole lot of copy, they are less likely to interact.Use links: Posts with links will get more interaction than posts without links, but make sure you use the full link and not a shortened link.Questions: Posts with a question will always beat a post without a question. Try and come up with at least one good question a day.Share photos and videos: These are the best ways to get engagement from people. If it’s an enticing video, people will watch it. And lots of people will Like it.Time your posts: The best time to post to Facebook is between 10am and 4pm. Interestingly enough, if you post outside of business hours, you’ll get 20% more engagement. Post on Thursday and Friday: Because of the “happiness index,” these two days get 18% more engagement!
  • Specific to those who have administrative rights on the two Fan pages:- Adjust the settings so that when you arrive at the page you’re not acting as the page? Why? To increase our visibility. If you are automatically connected as the page, and if you click like, you’re not liking from your own profile, but from the Fan page. The more individuals that like the page, the more other people in your network will see the link and perhaps check it out. Plus, its silly for the fan page to like their own status. Obviously they wouldn’t be posting that information if they didn’t like it!
  • How many of you own a smart phone and have data or the capability to connect to wifi?You’ll be surprised how much easier it is to maintain your social networks if you have access to the internet on a consistent basis.
  • Most of the social networking sites come with their own mobile apps, but they usually have their limitations. I personally do not like the layout of the Twitter mobile app. Facebook does not allow you to be logged into more than one account at the same time. So you cannot update a page from your personal page like you can online. I recommend using a specialized app. These will allow you to link more than one account to them so you can update them all at once. Right now on my Android I’m using Tweetdeck, but when I had an iPhone, I preferred Hootsuite. They both come with desktop versions as well. I use both, but for different reasons.
  • Mostly common sense
  • Many companies and non-profits use their social media presence to simply promote their endeavors and business.  This is a mistake.  Social media is about engagement, not promotion.DON’T send automated messages to new followers. — When someone follows you on Twitter, don’t use automated tools to immediately bombard them with messages (no matter how sweet you think you’re being in your not-so-personal “hello”). Remember, it’s not just you annoying them — others are doing it too.
  • DON’T excessively link to your own site(s). — This is another common sense one. No one cares about your site enough to want to see a link to it in every message you send out there in social media land. You’ll eventually just be viewed as a link spammer. DON’T Be a parrot. Information overload and repetitive content are two of the top reasons a consumer chooses to stop following a brand online. Frequent “one note” updates can be a major turn off for your fans. Facebook users are more intolerant to frequent updates than repetitive content, with 44% of them unliking brands because they post too often, while Twitter users seem to be more forgiving of highly frequent tweets but more strict with boring tweets with 52% naming repetition as a deal breaker. Try to mix it up and even if you need to repeat an update to promote a current offer or call to action for a project, make sure you put a new twist each time
  • #1.  Be a relationship builder and show me that you care.Show a genuine interest in what people are doing and saying and take the time to build relationships just as you would with any face-to-face interaction. People are more likely to recommend you, share your information with their network, or do business with you if they know, like and trust you.#2. Be respectful of others’ opinions even if you don’t agree with them.Social media allows you to connect with thousands of people you would never have had the opportunity to meet if you were just relying on face-to-face networking. And, many of them will probably have different values and opinions than you.Don’t force your thoughts or beliefs onto others in a disrespectful manner – after all, your opinion is just that – yours. Instead be willing to be respectful of them despite the differences.#3.  Be on-brand and mindful of the online footprint you’re creating.Everything you do and say reflects on you and your brand. Be sure that your posts, comments and interactions are of a professional manner and that you aren’t creating digital dirt that could cause a prospect to ‘not’ hire you. If you think something could be misconstrued or if you wouldn’t want a prospective client to read it – don’t post it! They’ll surely find it, which may be the reason they hire your competitor rather than you.#4. Be a ‘giver’ and not only a ‘taker’Social networking is not all about taking and receiving but rather it’s about sharing resources and passing on information that you know would be of interest people. The more helpful and supportive you are in your interactions the more likely others will be willing to extend the hand of friendship and support when you need it.
  • #1.  Be a relationship builder and show me that you care.Show a genuine interest in what people are doing and saying and take the time to build relationships just as you would with any face-to-face interaction. People are more likely to recommend you, share your information with their network, or do business with you if they know, like and trust you.DON’T neglect replies. Social media is not about broadcasting, but about conversation. Connect with your fans and engage in conversations, if you feel it is not an issue you can resolve though tweets or Facebook comments, don’t hesitate to transfer the conversation to a private space by providing the customer with the right telephone number or by requesting his/her contact details.
  • #2. Be respectful of others’ opinions even if you don’t agree with them.Social media allows you to connect with thousands of people you would never have had the opportunity to meet if you were just relying on face-to-face networking. And, many of them will probably have different values and opinions than you.Don’t force your thoughts or beliefs onto others in a disrespectful manner – after all, your opinion is just that – yours. Instead be willing to be respectful of them despite the differences.DON’T be impolite. Introduce the person that represents the brand online and always showcase your contact information along with a telephone number. Make it personal to get personal, there is no other way.
  • #3.  Be on-brand and mindful of the online footprint you’re creating.Everything you do and say reflects on you and your brand. Be sure that your posts, comments and interactions are of a professional manner and that you aren’t creating digital dirt that could cause a prospect to ‘not’ hire you. If you think something could be misconstrued or if you wouldn’t want a prospective client to read it – don’t post it! They’ll surely find it, which may be the reason they hire your competitor rather than you.
  • #4. Be a ‘giver’ and not only a ‘taker’Social networking is not all about taking and receiving but rather it’s about sharing resources and passing on information that you know would be of interest people. The more helpful and supportive you are in your interactions the more likely others will be willing to extend the hand of friendship and support when you need it.
  • #5. Be honest in all your business dealings.The technologies we have at our fingertips allow us to do business with people on the other side of the world without ever having to meet them.Unfortunately, some people misuse these technologies by misrepresenting themselves and misleading people into parting with their hard-earned dollar.Ensure that you manage all your business dealings with the highest of integrity, service and honour, and that your customers are happy to recommend you to their extended network.#6. KISSWho knows what KISS means? Keep it simple stupid! Twitter has an limit on characters – 140. LinkedIn and Facebook don’t but that doesn’t mean that you can write an essay. No one wants to read paragraphs upon paragraphs when they’re on Facebook. You should aim to keep your updates on other social networks to about 140 characters as well. But if you do need to put more info, space it out so it makes it easier to read.
  • #5. Be honest in all your business dealings.The technologies we have at our fingertips allow us to do business with people on the other side of the world without ever having to meet them.Unfortunately, some people misuse these technologies by misrepresenting themselves and misleading people into parting with their hard-earned dollar.Ensure that you manage all your business dealings with the highest of integrity, service and honour, and that your customers are happy to recommend you to their extended network.
  • #6. KISSWho knows what KISS means? Keep it simple stupid! Twitter has an limit on characters – 140. LinkedIn and Facebook don’t but that doesn’t mean that you can write an essay. No one wants to read paragraphs upon paragraphs when they’re on Facebook. You should aim to keep your updates on other social networks to about 140 characters as well. But if you do need to put more info, space it out so it makes it easier to read.Remember, when using social media, the information you share and your interactions should not be ‘all about you’. Avoid blatant broadcasting and promotion of your products and services to your followers. Rather it’s about ‘networking’, sharing valued-added resources, showing an interest in others, providing support and assistance, and about establishing and nurturing a strong network of likeminded people.
  • Social media is about relationship building. Each of the networks cannot exist on its own. Everything is linked together to create one overall image. Information that is being shared needs to be communicated in each of the different platforms, but just copy and pasting isn’t the solution. Due to the different nature of the platforms, the messages need to be modified. Twitter – limited to 140 characters. More real time. How do you make yourself stand out in the crowd?Facebook – more of a place people go to socialize, but they still don’t want to be bombarded with millions of messages. Make your message countLinkedIn – Professional resource. The trick is it takes time and effort and a desire to engage and connect. If you’re prepared to do this then you will really see great results.This has meant being flexible, innovative and always staying on top of the trends through reading blogs, websites, attending webinars and relevant conferences. In fact I’ve become an addict of trying, testing and using the latest tools that tap into Facebook, Twitter, LinkedIn and more.They encourage relevant actionMake it easy to deliver fresh contentAllow for viral growth and scalability
  • As the saying goes it takes time to develop a habit and that is exactly what I want you to do. I want you to develop a habit in using social media. Twitter – A tweet a day on anything you want. It could be an article about something that you’re interested in, or something you’re doing, a cool website you discoveredFacebook – Comments are 4x more because it takes more time. (http://edgerankchecker.com/blog/2011/11/comments-4x-more-valuable-than-likes/)Blog – Adie will put together a list of questions for you to fill out that will go up on our blog.
  • Social media 101

    1. 1. WHAT IS SOCIAL MEDIA?
    2. 2. Video: Social Media 3.0
    3. 3. WHAT IS SOCIAL MEDIA?
    4. 4. Why am I here?• Show you the basics of some of the social networking sites available online• Get you started on these networks• Put together a GLS social media force
    5. 5. What you will learn• The basics of Twitter, Facebook and LinkedIn• Best case practices• Dos and don’ts of social networking• How all of this integrates with GLS and AAIM
    6. 6. TWITTER
    7. 7. Why Twitter?• Everyday, millions of users create, share and discover ideas on Twitter• Users also find great value in connecting with businesses and organizations of all kinds on Twitter to: • Share their experiences, both good and not so good • Provide feedback on recent events or launches • Discuss product ideas • Learn about exclusive deals or offers • Get customer service
    8. 8. How does it work?• Twitter lets you write and read messages of up to 140 characters, or the very length of this sentence, including all punctuation and spaces.• The messages (also known as tweets) are public, and you decide which accounts you want to receive messages from• Twitter works equally well from your desktop or mobile phone
    9. 9. Getting Started• Sign up for an account• To help people recognize and trust your account, fill out your profile and include a photo.
    10. 10. Following Relevant Accounts• Following somebody means you’ve subscribed to their tweets• To find people talking about your company or topics in your field, use search.twitter.com. Alternatively you can use websites that list individuals based on categories and Twitter lists• When you find a good candidate, look under their picture for the Follow button
    11. 11. Post tweets• People like tips, links to interesting stories and blogposts, exclusive deals and a good sense of humor.• People like the human touch and will appreciate posts with your thoughts and experiences more than you think.• They also like it when you say hi, respond to their questions, comments, praise, complaints and jokes
    12. 12. Key Terms• To follow somebody is to subscribe to their messages• A tweet is an individual message• A DM or direct message is a private message on Twitter• RT or retweet is to repost a valuable message from somebody else on Twitter and give them credit• Trending topics are the most-discussed terms on Twitter at any given moment• @username is a public message to or about an individual on Twitter
    13. 13. #GLS2012 and #AAIM 2012A #hashtag is used to mark keywords or topics in a Tweet
    14. 14. Best Case Practices• Build relationships on Twitter • Listen for comments about you and respond • Retweet messages you would like to share • Use a friendly, casual tone• Leverage the real-time nature of Twitter • Ask questions, float ideas, solicit feedback – and expect fast feedback most of the time• Links• Spelling and Punctuation• Timing
    15. 15. Twitter and You• Follow the GLS twitter account along with other interesting AIESECers• Tweet about what you are doing• Respond to other CC members about what they’re doing• Retweet content from the GLS twitter account• Use the GLS hashtag• Share interesting articles
    16. 16. LINKEDIN
    17. 17. Why LinkedIn?• Allows you to connect with other professionals with the same interest in work or industry to build a trusted network• Users will find LinkedIn effective in: • Managing information that is publicly available about you as professional • Finding and be introduced to potential clients, service providers, and subject experts who come recommended • Gaining new insights from discussions with likeminded professionals in private group settings
    18. 18. How Does It Work?• LinkedIn allows you to create a professional profile including your resume, a summary of yourself, contact information, and links.• Connecting with other professionals is the basis of LinkedIn, hence you will reach out to your professional circle by finding them via email or through direct connections• LinkedIn allows other professionals to write a recommendation for you, which adds trust to your professional network
    19. 19. Getting Started• Signing up for an account takes a few minutes• List your current and past positions & education along with your tenure there. This helps the right people and opportunities find you• Add a profile photo– people never forget a face!• Add a summary paragraph. Think of it as your professional elevator pitch
    20. 20. Adding Others• Use webmail import to see, in seconds, all the people you know who are already on LinkedIn. You can then select who you wish to invite to join your trusted network.• Upload a contacts file from Outlook, Palm, ACT!, or Mac Address• View a list of your colleagues and classmates that are already on LinkedIn.
    21. 21. Best Case Practices• Ask for advice.• Become an authority• Content is king• Update every couple of months• SEO and Keywords
    22. 22. LinkedIn and You• Fill out your profile for greater visibility• Add Global Leaders Summit to your profile.• Join the AAIM group• Comment and share updates from the AAIM group• Join the right groups and engage with the community there.
    23. 23. FACEBOOK
    24. 24. Facebook – Posting Tips• Less is more• Shorter updates• Use links• Questions• Share photos and videos• Time your posts
    25. 25. MOBILE SOCIAL MEDIA
    26. 26. Apps to Check Out• Tweetdeck• Hootsuite
    27. 27. DOS AND DON’TS
    28. 28. Relationships
    29. 29. Respect
    30. 30. Online Footprint
    31. 31. Linking It All Together
    32. 32. Adie’s Challenge• One tweet a day.• Either Like, Share or Comment on updates in the Facebook Fan Page• Either Like, Share or Comment on updates on LinkedIn• Complete an interview for our blog. Comment on blog posts.• Brainstorm ideas for blog posts.
    33. 33. Fantastic ResourcesWhat is Social Media NOW? – a great presentation.Socialnomics by Erik Qualman – read the book as well as theblog.Mashable – Leading social media blog dedicated to coveringdigital culture, social media and technology.ProBlogger – Blogs about how to use social media effectivelywith great tips.Social Media Examiner’s Top 2011 Social Media Blogs – Readthese blogs for more tips. SME is a good resource as well.
    34. 34. THANK YOU!QUESTIONS?Twitter: @apwongFacebook: adelinapwongLinkedIn: adelina.wongwww.adelinawong.ca exchange.adelinawong.ca

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