Eight Ways to EngageYour Audience UsingSocial Media
Have you tried the    I prefer their                          AGS website?        Facebook page.I need infoon geology.    ...
93% believe businesses should have a social media presence.
facebook
Eight Useful ToolsSocial BookmarkingRatings & ReviewsScribdRSSFacebookTwitterPodcastsYouTube
Social Bookmarking
http://addthis.comhttp://sharethis.com
Sample AddThis Code<script type="text/javascript">addthis_pub = ags; addthis_brand =   AGS; addthis_options = facebook, tw...
Social Bookmarking Key Points• Easy to set up.• No need to engage your visitors or monitor  comments if you aren’t ready f...
Ratings & Reviews
RatingsReviews
Ratings & Reviews
Ratings & Reviews Sample Code<!-- Rating Widget Begin--><div class="js-kit-rating" title="Rated item" permalink="" starcol...
Ratings & Reviews Key Points• Requires more coding knowledge to set up.• Visitors leave their opinion on your site others ...
http://www.scribd.com
Scribd Interface
Scribd Metrics
Scribd Key Points•   Very user friendly. Anyone can set up and use.•   Easy to get management approval.•   Greatly increas...
Really SimpleSyndicationRSS
RSS in Web Browsers
RSS in Web Browsers    RSS icon in Internet ExplorerRSS icon in Firefox  In the <head> area of the page you need to add th...
RSS Sample Code<?xml version="1.0" encoding="US-ASCII"?><rss  xmlns:atom="http://www.w3.org/2005/Atom"  xmlns:sy="http://p...
RSS Metrics    http://www.feedburner.com
RSS Key Points•   Easy way to promote any topic.•   You control the message – easy to get approved.•   Keeps your fans upd...
Facebook Metrics
Facebook Key Points• The hardest tool to get approved.• Don’t use Facebook if your audience isn’t. Do your  research.• Mus...
http://hootsuite.com
Twitter: HootSuite Metrics
Twitter Key Points• You can’t control what people write about you. Take deep  breaths.• Difficult tool to get approved.• U...
Podcasts
Podcast Requirements
Podcast Software                        Audacity                        Camtasia                        Soundbooth       A...
Podcasts: iTunes
Podcasts: iTunes http://www.apple.com/itunes/podcasts/specs.html
Podcasts Key Points• Requires equipment, software and modest level of  technical skill.• Need regular content to keep fans...
YouTube Videos
YouTube: Making a VideoStoryboard Paper (http://xinsight.ca/tools/storyboard.html)Adobe Premiere (http://www.adobe.com/pro...
YouTube Keywords
YouTube Keywords
YouTube Metrics
YouTube Key Points• Requires equipment, software and good technical  skills.• Most popular videos are fun and entertaining...
Final Thoughts• Be prepared to fail – often.• Don’t take it personally.• Social media evolve quickly. You’ll change  tools...
Eights Ways to Engage Your Audience Using Social Media Tools
Eights Ways to Engage Your Audience Using Social Media Tools
Eights Ways to Engage Your Audience Using Social Media Tools
Eights Ways to Engage Your Audience Using Social Media Tools
Eights Ways to Engage Your Audience Using Social Media Tools
Eights Ways to Engage Your Audience Using Social Media Tools
Eights Ways to Engage Your Audience Using Social Media Tools
Eights Ways to Engage Your Audience Using Social Media Tools
Eights Ways to Engage Your Audience Using Social Media Tools
Eights Ways to Engage Your Audience Using Social Media Tools
Eights Ways to Engage Your Audience Using Social Media Tools
Eights Ways to Engage Your Audience Using Social Media Tools
Eights Ways to Engage Your Audience Using Social Media Tools
Eights Ways to Engage Your Audience Using Social Media Tools
Eights Ways to Engage Your Audience Using Social Media Tools
Eights Ways to Engage Your Audience Using Social Media Tools
Eights Ways to Engage Your Audience Using Social Media Tools
Eights Ways to Engage Your Audience Using Social Media Tools
Eights Ways to Engage Your Audience Using Social Media Tools
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Eights Ways to Engage Your Audience Using Social Media Tools

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How to choose and implement eight social media tools: social bookmarking, ratings and reviews, Scribd, RSS, Facebook, Twitter, Podcasts, and YouTube.

Presented at the 2009 Social Media for Government conference in Edmonton, Alberta.

Published in: Technology, Business
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  • And maybe your boss isn’t convinced about all of this social media stuff. Or maybe your IT department has locked down Facebook and Twitter. So where do you start?
  • How do you dip your toe into the social media waters and feel like you’re doing something productive?Well first off, you always want to focus on the ones your audience will want and is already using.
  • What I’m about to say now is evil in social media circles, so I hope you’ll forgive me. Because an advantage to social bookmarking is you aren’t engaging in conversation. You don’t have to monitor anything other than the popularity of your pages and how they’re being used. If you’re a one-man web team with no time, or your boss is terrified of Web 2-point-anything, this is a great way to ease into it. Of course, you’ll eventually move on to meaningful conversations, but we all have to start somewhere.
  • ...a person wanted to know more about our data. At first it looked negative because she wrote she was unhappy that she couldn’t find the data she wanted. My response pointed her to the correct reports. This not only helps the original person, but helps any future visitors because they may have the same question. This helps you because it can reduce phone calls and e-mails. And for the record, the delay in my response was because I was on vacation, and don’t have a backup person.
  • I use Echo to create the ratings and reviews tools. Here’s a sample of the code. It requires a little more coding knowledge, but the site’s help files are very good. Unfortunately, its reporting tools are very basic. The upside is it’s an online tool, so you don’t have to get IT to install or maintain anything. The downside is if you decide to change tools, or if the company goes bankrupt, any ratings or comments you’ve received will disappear.
  • Reviews and comments are a good way to slowly start that social media conversation with your website visitors.
  • Other than red tape, what does government have a lot of? Documents. People are always asking for your latest policy, report, map or brochure. And since most people don’t know which department handles what, they’ll use Google and hope for the best.
  • Modern browsers can handle RSS feeds. This is how Firefox displays the information.
  • Browsers even know if you have an RSS feed on your website – if you tell them. In Internet Explorer, the RSS icon will become orange, instead of grey, if it detects a feed on that page. In Firefox, the icon will appear in the address bar, otherwise it’s not even there.However, most people forget to add the required code. Make sure your site has it. Have your webmaster add this code in the head section of the relevant pages.
  • Add the RSS link to all relevant pages. Use the standard icon because it’s understood - don’t get too creative and confuse people. The Government of Alberta website has RSS feeds for news releases for most departments; however, the subscription links are hard to find and inconsistent. Don’t make that mistake.
  • You can either buy software to generate the code or hand code it. I hand code it, but I don’t recommend that for most people.Regardless, always use a validator to test your page. I use Feed Validator, which is free. It tells you what’s wrong and provides suggestions on how to fix it. Even after you’ve done it for a while, don’t get cocky. Regularly check that your feed still validates. One little mistake, like an incorrect date format, will completely invalidate your feed. And that means no one is getting your news.
  • What about metrics? How do you know if anyone’s listening to you? Use Feedburner. This free tool was bought by Google and works very well. It isn’t the easiest thing to set up, but it’s worth the effort. It shows the number of subscribers and how people are using your feed, like if they’re posting it on Facebook. Even if you use an analytics program that tracks RSS subscriptions, like WebTrends, I still recommend setting up Feedburner, too. It provides more information.To use FeedBurner, you first need to create a Google account and then add the FeedBurner option. Just go to feedburner.com and read the instructions.
  • So, what are the downsides of Facebook? Because there are some. You can’t have a personal page and a corporate page as two separate accounts. It violates the terms. So I have to log into my personal page to administer the AGS page. Whoever first creates a corporate page is forever an administrator, so choose wisely. You can add other administrators, but you can never delete the first one. Many features and applications don’t work for business pages, and you don’t get notified when people interact with your page. So you have to remember to regularly check it.
  • However, what happens when you leave the organization? Does your company have the right to your followers and your profile? And there has been talk of legal action about this very thing.Since I’m not a geologist, my personal interests don’t match our organization’s, so I prefer to have 2 accounts. The Alberta government has 5 different Twitter accounts.
  • The best use of Twitter is to share useful information and links. Think about what your audience would like to know and share that. And trust me, it isn’t what you had for breakfast that morning.
  • Unfortunately, Twitter is another hard-to-get-approved tool. Although your boss trusts you to send e-mails without his approval, for some reason he’ll think you’ll lose your mind on Twitter. Now before you think AGS is completely enlightened, I can only use Twitter to broadcast our RSS feeds. But it’s a start. I’ve slowly built more than 850 followers, of which 80% are genuinely interested in geology.
  • From a business perspective, I think the best tool to manage Twitter is HootSuite. It allows multiple people to have access to the same Twitter account. This lets a team all tweet on behalf of your department. You can link your RSS feeds to it, so it’ll tweet them when you update them. It provides good metrics on the popularity of your tweets. And it’s free – always my favourite.
  • As you can see, HootSuite offers a variety of information to see how popular your tweets are. Use that information to decide on future topics.
  • iTunes has custom tags you have to include, but its website has excellent documentation and examples. As with RSS feeds, use Feedburner to track your podcast subscribers because iTunes doesn’t give you any stats.Set up the Feedburner account first because you’ll want to use the URL it generate to your iTunes RSS.Since we started podcasting in 2007, podcasts have consistently been our most popular downloads.
  • If a picture is truly worth a thousand words, what’s a video worth? YouTube is the perfect tool to display complicated instructions or answer common questions. I suggest you brainstorm the top 10 questions your public asks you. Then imagine which would be the easiest one to make a movie answer for.
  • As with Facebook, YouTube provides a variety of metrics to help you gauge your visitors and the popularity of your videos.
  • Eights Ways to Engage Your Audience Using Social Media Tools

    1. 1. Eight Ways to EngageYour Audience UsingSocial Media
    2. 2. Have you tried the I prefer their AGS website? Facebook page.I need infoon geology. Follow them Cool, I on Twitter. needed that info, too.
    3. 3. 93% believe businesses should have a social media presence.
    4. 4. facebook
    5. 5. Eight Useful ToolsSocial BookmarkingRatings & ReviewsScribdRSSFacebookTwitterPodcastsYouTube
    6. 6. Social Bookmarking
    7. 7. http://addthis.comhttp://sharethis.com
    8. 8. Sample AddThis Code<script type="text/javascript">addthis_pub = ags; addthis_brand = AGS; addthis_options = facebook, twitter, delicious, favorites, digg, google, reddit, slashdot, technorati, email, more; </script> <a href="http://www.addthis.com/bookmark.php?v=250&pub=ags" onmouseover="return addthis_open(this, , [URL], [TITLE])" onmouseout="addthis_close()" onclick="return addthis_sendto()"><img src="http://s7.addthis.com/static/btn/lg- share-en.gif" width="125" height="16" alt="Bookmark and Share" /></a><script type="text/javascript" src="http://s7.addthis.com/js/250/addthis_widget.js?pub=ags"></script>
    9. 9. Social Bookmarking Key Points• Easy to set up.• No need to engage your visitors or monitor comments if you aren’t ready for that level of commitment.• Free marketing: your users can promote your website for you.• IT, management and legal should have no issues.
    10. 10. Ratings & Reviews
    11. 11. RatingsReviews
    12. 12. Ratings & Reviews
    13. 13. Ratings & Reviews Sample Code<!-- Rating Widget Begin--><div class="js-kit-rating" title="Rated item" permalink="" starcolor="Golden“ </div><script src="http://js-kit.com/ratings.js" type="text/javascript"></script><!-- Rating Widget End--><!-- Review Widget Begin--><div class="js-kit-comments" standalone="yes“></div><script src="http://js-kit.com/reviews.js" type="text/javascript"></script><!-- Review Widget End--> http://aboutecho.com
    14. 14. Ratings & Reviews Key Points• Requires more coding knowledge to set up.• Visitors leave their opinion on your site others can read.• May require management approval.• Saves time – only answer a question once.• Can reveal common issues your visitors have.• If using an online tool, if that business disappears, all of your comments and ratings are lost.
    15. 15. http://www.scribd.com
    16. 16. Scribd Interface
    17. 17. Scribd Metrics
    18. 18. Scribd Key Points• Very user friendly. Anyone can set up and use.• Easy to get management approval.• Greatly increase the reach of your documents.• Currently has a class-action lawsuit against it. So make sure you have a copy of your documents elsewhere.
    19. 19. Really SimpleSyndicationRSS
    20. 20. RSS in Web Browsers
    21. 21. RSS in Web Browsers RSS icon in Internet ExplorerRSS icon in Firefox In the <head> area of the page you need to add the below code. The title is whatever you want to call your feed. The link is to your xml file. <link rel="alternate" type="application/atom+xml" title=“My RSS Feed Title" href="http://myrss.xml/" />
    22. 22. RSS Sample Code<?xml version="1.0" encoding="US-ASCII"?><rss xmlns:atom="http://www.w3.org/2005/Atom" xmlns:sy="http://purl.org/rss/1.0/modules/syndication/" version="2.0"> <channel> <title>Geology News from Alberta Geological Survey</title> <description>RSS feed on geology news and earth science articles from around the world.</description> <link>http://www.ags.gov.ab.ca/news/geology_news.html</link> <language>en-ca</language> <lastBuildDate>Thu, 2 Jul 2009 08:22:19 -0700</lastBuildDate> <pubDate>Wed, 3 Jun 2009 08:22:19 -0600</pubDate> <sy:updatePeriod>daily</sy:updatePeriod> <sy:updateFrequency>1</sy:updateFrequency> <sy:updateBase>2007</sy:updateBase> <atom:link href="http://www.ags.gov.ab.ca/news/news_rss.xml" rel="self" type="application/rss+xml"/> <item> <title>International expedition investigates climate change and alternative fuels in the Arctic</title> <description>Scientists from the Marine Biogeochemistry and Geology and Geophysics sections of the Naval ResearchLaboratory organized and led a team of university and government scientists on an Arctic expedition to initiate methane hydrateexploration in the Beaufort Sea and determine the spatial variation of sediment contribution to Arctic climate change.</description> <link>http://www.ags.gov.ab.ca/news/geology_news.html</link> <pubDate>Wed, 25 Nov 2009 09:51 -0600</pubDate> </item> </channel></rss> Validate at http://feedvalidator.org
    23. 23. RSS Metrics http://www.feedburner.com
    24. 24. RSS Key Points• Easy way to promote any topic.• You control the message – easy to get approved.• Keeps your fans updated.• Spend $50 and buy software to create.• Regularly use validator to check code.
    25. 25. Facebook Metrics
    26. 26. Facebook Key Points• The hardest tool to get approved.• Don’t use Facebook if your audience isn’t. Do your research.• Must update regularly to keep fans interested. At least weekly.• Photos are very popular.• Check if someone else has already created a page on your department/organization.• Update your Contact Us page to include your Facebook link.
    27. 27. http://hootsuite.com
    28. 28. Twitter: HootSuite Metrics
    29. 29. Twitter Key Points• You can’t control what people write about you. Take deep breaths.• Difficult tool to get approved.• Update regularly to keep fans interested. At least weekly, daily if possible.• Tweet useful and interesting information.• Respond to people right away.• To do well, it can take up a lot of your time.• Practice with a personal account to learn the etiquette and software.• Update your Contact Us page to include your Twitter name.• Claim your name.
    30. 30. Podcasts
    31. 31. Podcast Requirements
    32. 32. Podcast Software Audacity Camtasia Soundbooth Audacity (http://audacity.sourceforge.net) Camtasia (http://www.techsmith.com/camtasia.asp)Soundbooth (http://www.adobe.com/products/soundbooth)
    33. 33. Podcasts: iTunes
    34. 34. Podcasts: iTunes http://www.apple.com/itunes/podcasts/specs.html
    35. 35. Podcasts Key Points• Requires equipment, software and modest level of technical skill.• Need regular content to keep fans interested. We make ours quarterly.• Almost anything can be a podcast: interviews, articles, policy explanations.• It’ll take about 6 months before the world will find and care about your podcasts. Don’t give up too soon.
    36. 36. YouTube Videos
    37. 37. YouTube: Making a VideoStoryboard Paper (http://xinsight.ca/tools/storyboard.html)Adobe Premiere (http://www.adobe.com/products/premiere)
    38. 38. YouTube Keywords
    39. 39. YouTube Keywords
    40. 40. YouTube Metrics
    41. 41. YouTube Key Points• Requires equipment, software and good technical skills.• Most popular videos are fun and entertaining. Government doesn’t have to be boring.• Spend the time to research your keywords.• Always display your call to action at the end.• Claim your name now for future use.
    42. 42. Final Thoughts• Be prepared to fail – often.• Don’t take it personally.• Social media evolve quickly. You’ll change tools many times.
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