Social Media Theory and Practice

In which we answer such questions as… Can you really become friends with a power company? What does it mean if I have more followers than friends ? Why is this stuff easier for my 7 th grader than for me? How is Facebook like a cocktail party? Do I really have to learn this stuff?

Can you really become friends with a power company?

What does it mean if I have more followers than friends ?

Why is this stuff easier for my 7 th grader than for me?

How is Facebook like a cocktail party?

Do I really have to learn this stuff?

Because… Brands today must go beyond simply broadcasting their message; they must beckon the consumer into a conversation – source Digital Darwinism , by Christopher Vollmer

Brands today must go beyond simply broadcasting their message; they must beckon the consumer into a conversation

– source Digital Darwinism ,

by Christopher Vollmer

Casual culture requires you to… Tell you company’s story differently

Tell you company’s story differently

What is Social Media? Tools and sites to share content and have conversations online. These tools characterized by Connectedness Openness Conversation Community

Tools and sites to share content and have conversations online.

These tools characterized by

Connectedness

Openness

Conversation

Community

Of online adults… 73% read blogs 57% joined social network (and growing rapidly) 55% uploaded photos 22% uploaded videos Source: Universal McCain Comparative Study of Social Trends – March 2008

73% read blogs

57% joined social network (and growing rapidly)

55% uploaded photos

22% uploaded videos

Source: Universal McCain Comparative Study of Social Trends – March 2008

Stats, for now January 2009 1) Facebook 68.7 million visitors 2) MySpace 58.5 3) Twitter nearly 6 million Source: compete.com Facebook is driving more traffic to websites than Google search

January 2009

1) Facebook 68.7 million visitors

2) MySpace 58.5

3) Twitter nearly 6 million

Source: compete.com

Users by Age Group 9 million users age 18 to 21 6 million users age 22 to 25 4.5 million age 13 to 17 Under 4 million age 26 to 30 March 2009 stats Source: Technomarketing More people age 51-65 use Facebook than 41-50 (Youngers are too busy?)

9 million users age 18 to 21

6 million users age 22 to 25

4.5 million age 13 to 17

Under 4 million age 26 to 30

March 2009 stats

Source: Technomarketing

Why are they so popular? Easy Free Fast Social (duh)

Easy

Free

Fast

Social (duh)

Heard of? Use? Mystified? Facebook? Twitter? YouTube? LinkedIn? MySpace? Created your own content on any of the above?

Facebook?

Twitter?

YouTube?

LinkedIn?

MySpace?

Created your own content on any of the above?

You own the media and the message The means of publishing are in your non-technical hands Why PR practitioners should love social media

Blogs are the granddaddy and the workhorses of social media Be the place your Twitter/Facebook accounts lead people Longer story-telling More easily found “ accidently” on line Search engine love

Be the place your

Twitter/Facebook

accounts lead people

Longer story-telling

More easily found

“ accidently” on line

Search engine love

5 great ways (among GAZILLIONS) to use a blog

Thanks for all your help. We love the floor, although I haven't yet put the antique nails in, partially because I don't want to ruin anything.-- Erik Paulson Don Carlisle dropped in with this note to give Erik some confidence in putting in the nails: Pre-drill the holes with a small pilot drill 1/8" to avoid splitting. Make sure the nail is parallel to the grain. In doing this, you'll get some little areas around some of the nail heads where there is bare wood from the nail going in. Trust me, I tried not to and you just can't help but get some. I took a little tiny sponge brush--you could even use a paintbrush--like the little ones you use for artistry. Just dabble a little stain in around the nail head and let it sit while you do the whole row. Then go back with a little rag and wipe off any excess that gets on the surface of the floor. You would also only want to put nails in every other joist. I'd only use three on the face every other, and two on the ends and every other. - -Don Carlisle Blogging to humanize/personalize

Blog your good news that isn’t quite “news”

Blogging is story-telling

Blog as online record of works in progress

Blog as inexpensive, easily updated website

Key question How to make these tools work for you to meet your communications goals Your assignments…

How to make these tools work for you to meet your communications goals

Your assignments…

Study the Mayo Clinic

Study Whole Foods

Top Twitter Accts. Link to… Facebook Fans Links to… May 17 followers March followers Co. 453, 969 Website 20,840 9299 Dunki’ Donuts 2668 Blog-like features 3177 249 Grand Ol Opy 48,949 Blog 640,412 155,000 Whole Foods 1.2 million “ community” 181,577 64,583 Starbucks

Top Twitter Accts. Link to… Facebook Fans Links to… May 17 follower March followers Co. 36,492 Website, which has many blogs 878,416 217,463 New York Times 105,719 website 1.5 million 340,727 CNN

Nonprofits tweeting leads to… Website; 8 blogs; communities @ Exploratorium interactive site; filled w/ CGC @ createthegood Website that has blog @ aidg Blog-like site w/link to facebook @ anitaborg _org Website; CGC @ RedCross Website with many types of CGC @ AmericanCancer website which has a blog @the1010project

Be willing to explore and experiment Little cost Hard to know what will catch on with any given audience Can’t predict viral/ growth potential

Little cost

Hard to know what will catch on with any given audience

Can’t predict viral/

growth potential

Corporate Communications Comfort Level? Tone of voice? Who approves? Vetoes? Comments or not? If comments, will you allow negative ones to stand?

Tone of voice?

Who approves? Vetoes?

Comments or not?

If comments, will you allow negative ones to stand?

In short… Consistent across platforms Placed in the right platforms to find their audience Content must STAND OUT – it’s not about the tools, but the message

Consistent across platforms

Placed in the right platforms to find their audience

Content must STAND OUT – it’s not about the tools, but the message