Intro to social media day 2 09-11


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Intro to social media day 2 09-11

  1. 1. By Chris Kieff<br />@ckieff<br />Intro to Social Media Day 2<br />
  2. 2. Agenda<br />2<br />In depth social media platform review:<br />Facebook<br />Twitter<br />YouTube<br />LinkedIn<br />Blogging<br />
  3. 3. Facebook In Depth<br />Privacy<br />Groups<br />Pages <br />Likes<br />Advertising<br />Research<br />Applications<br />Best Practices<br />3<br />
  4. 4. Facebook Profile Privacy<br />Messages always stay at the privacy level of the message originator<br />The Question: Who Started the Thread?<br />Assuming: You and Them have changed privacy settings from Everyone (default) to messages visible to Friends Only. (Vs. Friends of Friends)<br />Message Visibility:<br />Me starts- visible to both You and Them, and My other Friends. If You or Them respond to this message visibility remains unchanged.<br />You starts- visible to Me not Them, and You’s other Friends.<br />Them starts- visible to Me not You, and Them’s other Friends.<br /><br />You <br />Me<br />Them<br />
  5. 5. Facebook Page Privacy<br />Pages are public.<br />Everything anyone writes on your business page is public unless you change it<br />Exception- Facebook’s moderation rules<br />You mark a message as spam<br />You can disable users ability to write on your wall- but why?<br />You can set your page to display only messages from you<br />However, other messages are still there users just need to click to see them. And they’re in their Newsfeed.<br />Your Page<br />Them<br />
  6. 6. Facebook Pages<br />Recommended for every business<br />Free and easy<br />Don’t set and forget<br />Send blog and post regular updates<br />Make it look professional<br />Always respond to any comment<br />You get email notifications up to 10,000 fans<br />Remove spam comments, get rich quick, work from home<br />Monitor with Hootsuite, TweetDeck, Co-Tweet, Sprinklr etc.<br />Also Known As: “Fan Pages” <br />Install Google Analytics<br /><br />
  7. 7. Facebook Groups<br />NewGroups<br />Open- anyone can read everything<br />Closed- anyone can see members but not content<br />Secret- can’t see members or content or know of it’s existence<br />Uses for Groups<br />Horizontal or Vertical communications<br />Non-Friend connections<br />Customer groups (?!)<br />Trade Groups (legal issues)<br />Limitations- about 250 people max (recommended no real limit). Remember email is defaulted on!<br />Old Lists- personal groups<br />
  8. 8. Facebook “Likes”<br />Over 1 MM sites with “Like” buttons<br />People who click on “Like” buttons click 5.3X more links and have 310 Friends (vs 130)<br />Using faces on the like button increases CTR 5-10X<br />
  9. 9. Facebook Advertising<br />Advertising on Facebook is NOT a social media tactic<br />Excellent demographic targeting<br />Very similar to Google and other online advertising- auction, CPM, CPC…<br />Except- don’t run multiple simultaneous ads because they will compete, not rotate (diff from Google.)<br />Use images, best performance is for links on Facebook.<br />Test different ads to find the best performing<br />Use Google Analytics to track- FB reports are poor.<br />
  10. 10. Facebook Research<br />Use the Facebook Advertising System<br />Conduct demographic research to better know your target demo in a geography. (understanding the Facebook skew)<br />You don’t need to run ads to do research<br />
  11. 11. Facebook Edgerank<br />Edgerank is how Facebook decides if your updates make it to “TOP NEWS”<br />Each Edge has three components important to Facebook’s algorithm:<br />Affinity Score: between the viewing user and the item’s creator — if you send your friend a lot of Facebook messages and check their profile often, then you’ll have a higher affinity score for that user than you would, say, an old acquaintance you haven’t spoken to in years.<br />Weight: A comment probably has more importance than a Like, for example. <br />Time. The older an Edge is, the less important it becomes.<br />
  12. 12. FacebookApps for Business<br />Top 75 Apps for Enhancing Your Facebook Page<br />Woobox (Static iFrame, Coupons, Sweepstakes…)<br />Involver (Free Apps, Twitter, etc.)<br />North Social (Excellent Apps)<br />Networked Blogs (Free Blog Sharing)<br />RSS Graffiti (RSS Feed display multiple Blogs, etc.)<br />Slide Share (PowerPoint)<br />WildFireBuddyMedia (Contests $$)<br />Yelp Reviews (Yelp)<br />Contact Me (Form)<br />Email, Ecommerce, Appointment Scheduling, Polls, Quizzes, FAQ, Live Chat, YouTube, Reviews, etc.<br />
  13. 13. Facebook Contest TOS<br />Terms of Service<br />You can’t hold a contest without Facebook’s consent, and must use one of the approved apps<br />!/promotions_guidelines.php or look up “promotions” in help<br />You cannot:  Condition entry in the promotion upon a user providing content on Facebook, such as posting on a Wall of a Page,  uploading a photo, or posting a status update.<br />You can: Use a third party application to condition entry to the promotion upon a user providing content to the application. For example, you may administer a photo contest whereby a user uploads a photo to a third-party application to enter the contest.<br />You cannot:  Administer a promotion that users automatically enter by liking your Page, checking in to your Place or connecting to your Platform integration.<br />You can: Require entrants to like your Page, check in to your Place or connect to your Platform integration before they provide their full entry information, such as name and contact information.<br />You cannot:  Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages.<br />You can: Collect an email or address through the third-party application for the promotion in order to contact the winner by email or standard mail.<br />You cannot:  Instruct people (in the rules or elsewhere) to sign up for a Facebook account before they enter the promotion.<br />You can: Instruct users to visit the third-party application to enter the promotion (as described in Section Since users must have a Facebook account in order to access an application on the Facebook Platform, if you give this instruction, they will be prompted to sign up for a Facebook account if they do not already have one.<br />
  14. 14. Facebook Review<br />Profiles = People<br />Pages = Everything else + some people<br />Understand and respect privacy<br />Research opportunity<br />Edgerank<br />Apps for your page<br />Contests<br />It’s not a numbers game- it’s an engagement game.<br />
  15. 15. Twitter in Depth<br />Terminology<br />Best Practices<br />Accounts<br />Lists<br />HashTags<br />Link Shorteners<br />Tools<br />
  16. 16. Twitter Terminology<br />@ckieff<br />Following/Follower= asynchronous<br />Tweet = post<br />@UserName (Handle) = account<br />DM or Direct Message = private message<br />RT or ReTweet = like<br />#HashTag = search term<br />Trending Topics = ET tonight<br />Tweetup = meetup arranged on Twitter<br /> = shortened URL<br />Get a account they’re free and provide stats<br />
  17. 17. Twitter Best Practices<br />7-10 Tweets per day<br />50% promotional/ 50% informational<br />Follow back (real accounts not spammers)<br />Show your personality<br />Dialog- not monologue<br />Retweet often<br />Give Credit<br />Support Other Brands<br />Run Contests and Promotions<br />You don’t have to always be on topic<br />
  18. 18. Twitter Accounts<br />Create special purpose accounts as needed <br />Create accounts for promotions (broadcast only)<br />Create placeholder accounts for any names you may use in the future<br />Create accounts for major customer facing departments <br />2000 Following limit, 90% rule above that<br />Most Follow 30-50 with similar Followers<br />
  19. 19. Twitter Lists<br />Public or Private<br />Track friends, competitors, industry, influencers, with private lists<br />Recommend great tweeters, good sources, funny, insightful, helpful or interesting accounts with public lists<br />Good indicator of influence- more lists=better<br />Follow people without them knowing you’re following them<br />Create automatic lists-<br />
  20. 20. Twitter #HashTags<br />#HashTags mark keywords or topics in a tweet so others can easily find it via searching.<br />Twitter will automatically search on a #hashtag if clicked.<br />Often used for conferences and gatherings<br />#Hashtags make TweetChats happen<br />
  21. 21. Link Shorteners<br />Because of Twitters 140 character limit long URL’s need to be shortened.<br /> (TweetDeck)<br /> (Feedburner)<br /> (HootSuite)<br /> offers free account with tracking<br />Hootsuite requires paid account ($6/mo.) for tracking over 30 days.<br />
  22. 22. Twitter Tools<br /><br /><br /> (twitter)<br /><br /> <br /><br /><br />
  23. 23. Twitter Review<br />Influencers, press, media, competitors<br />You don’t have approve Followers<br />You don’t have to Follow Back<br />Requires more updates and activity<br />Big potential for reaching influencers<br />Some tricks, vernacular, but friendly <br />
  24. 24. LinkedIn In Depth<br />Capabilities<br />Searches<br />Groups<br />Best Practices<br />
  25. 25. LinkedIn Capabilities<br />Download email list (unique)<br />Search for former employees<br />Determine how many employees<br />Locate many employees<br />Limited communications (Paid is unlimited)<br />Can be updated from Hootsuite/TweetDeck, etc.<br />500 Connections is the magic number<br />
  26. 26. LinkedInSearches<br />Companies<br />People<br />Positions/Titles<br />Schools<br />New hires<br />Promotions<br />
  27. 27. LinkedIn Groups<br />Groups are where all of the action is<br />Formal associations – trade, industry, professional<br />Informative – similar products, publications, blogs, news sites<br />Post your articles, blogs and links in groups<br />Be active, ask and answer questions<br />No tools for posting to groups (except multiclippers like M8 Free Clipboard)<br />Limited to 50 groups per account<br />
  28. 28. LinkedInBest Practices<br />Create a business listing for your company<br />Link your blogs and sites<br />Look at other profiles for leads on how to improve yours<br />C-Level executives should have profiles<br />Stay active in groups, start one if none exists<br />Answer questions<br /><br />1 Good Reason 2011 LinkedIn Guide for Business <br /><br />
  29. 29. LinkedIn Maps<br />Clickable zoomable network map from LinkedIn<br /><br />
  30. 30. LinkedIn Review<br />Most powerful for white collar business, especially B2B<br />Great research tool to find leads<br />Become active in groups, participate, respond, engage<br />Build out your profile &your company’s profile<br />
  31. 31. YouTube In Depth<br />Channels<br />Videos<br />Best Practices<br />
  32. 32. YouTube Channels<br />Collections of your videos<br />Encourages additional viewing by visitors<br />Vanity URL’s available<br />Logos, colors- major customers can get more customization<br />Invite subscribers- and track them<br />Respond to comments<br />Add to your Facebook page<br />Track Insights<br />
  33. 33. YouTube Videos<br />Short is best 2-3 minutes<br />People not things- do interviews<br />Use a mic whenever possible<br />Add titles and credits (with keywords), brand name, and URL<br />Always post a description with keywords<br />Promote your video on other social sites<br />Always post your videos to many places (<br />You have 27 characters before …<br />Fill in the Tags<br />Use a URL first and it’s clickable<br />
  34. 34. Video Best Practices<br />Use a posting service like to post to many different sites, Google, Vimeo, Viddler, Yahoo, etc…<br />Release the video to Creative Commons so others can post it too, don’t restrict it<br />Don’t be insulted if they use it wrong, it’s still exposure<br /> Use a Tripod and a Mic (Kodak Zi-8) whenever possible<br />YouTube has a keyword suggestion tool<br />Complete the location info too<br />Encourage people to rate the video, higher ratings mean more viewers<br />
  35. 35. Lab Time<br />Looking at Facebook, Twitter, LinkedIn and YouTube.<br />Sharing finds on the Facebook Group<br />