Network Mindset “connect and collaborate” rather than “command and control”
Characteristics of Social Media• Participatory: It blurs the line between producer and consumer, media and audience.• Open and Democratic: It encourages comments, voting and sharing of information. For this reason it is seen as authentic and trustworthy.• Conversational: Two (or more) way conversation rather than one-directional broadcast. Is personal, specific, and engaging.• Communal: Supports formation, growth & strength of communities around a particular shared interest.• Connected: Thrives on being connected, rather than being territorial and proprietary.
5 New Rules of the GameAttention EconomyBe SocialAdd ValueBe RealStrengthen the Network
Social Content is Social Capital• Social Capital is the value of connections between and among nodes in social networks.• Content should be newsworthy, unique, controversial, timely immediately useful and/or funny.• 12:1 ratio of adding value.
Use Networks Smartly Circle represents current “community”,Unaffiliated but strongly the tight(er) innerconnected. Prospects! network.Affiliated, but not wellconnected to the These are yourcommunity as a whole. 80/20 people:At risk for dropping Mavens anddropping out at key moments, Connectors& good focus for engagement. More effective at Expanding our Reach than the “institution”. In general, the thicker the interior network, the stronger the community.
Smart Use of Social Media1. PEOPLE: Identify audience(s)2. OBJECTIVES goals and – objectivesyou this audience? What are for – goals? your audience’s What are3. these is the STRATEGY to reach What goals?4. TECHNOLOGIES you’llof the Determine the specifics use. Implement, measure, refine!