PRESENTED BY HOWARD GREENSTEIN PRESIDENT THE HARBROOKE GROUP AJLI: Using Social Media and Social Networks (updated) Entire presentation CopyLEFT (CC) 2008 by The Harbrooke Group, Inc. All Rights Reserved.

PRESENTED BY

HOWARD GREENSTEIN

PRESIDENT

THE HARBROOKE GROUP

My Bio Howard Greenstein BS from Cornell, Masters at NYU ITP On-air DJ in the ‘80s, during and after college Started first Web users group in US 1994, on Board of NY New Media Association and NY Software Industry Association First Internet Streaming station in NYC - Netcast - 1996 Microsoft Evangelist: Internet Explorer and Windows Media Team 1997-2000 - responsible for top media properties including Fox, MTV, Time Warner and ClearChannel Other Media Startups, Ran 9-11 related charity NYU Administration and Lecturer Created Social Media Club 2006 - Social Media Consulting

Howard Greenstein

BS from Cornell, Masters at NYU ITP

On-air DJ in the ‘80s, during and after college

Started first Web users group in US 1994, on Board of NY New Media Association and NY Software Industry Association

First Internet Streaming station in NYC - Netcast - 1996

Microsoft Evangelist: Internet Explorer and Windows Media Team 1997-2000 - responsible for top media properties including Fox, MTV, Time Warner and ClearChannel

Other Media Startups, Ran 9-11 related charity

NYU Administration and Lecturer

Created Social Media Club 2006 - Social Media Consulting

Agenda What is/are Social Media? Using Social Media for Educating/Spreading the Word Considerations Your turn - Ask anything!

What is/are Social Media?

Using Social Media for Educating/Spreading the Word

Considerations

Your turn - Ask anything!

Ground Rules I’m a fast talking New Yorker – stop me if you’re confused. Please. I’ll attempt to answer short questions at the time you have them, but if we’re going to far off track, I may ask you to follow up afterwards, during the Q&A time. Finally – I’m Here to learn from you! Your questions and concerns will be used to update a guide that will come from AJLI with advice for all Leagues - so don’t be shy!

I’m a fast talking New Yorker – stop me if you’re confused. Please.

I’ll attempt to answer short questions at the time you have them, but if we’re going to far off track, I may ask you to follow up afterwards, during the Q&A time.

Finally – I’m Here to learn from you!

Your questions and concerns will be used to update a guide that will come from AJLI with advice for all Leagues - so don’t be shy!

Defining Terms for Social Media

How Many People Have Passed Along… An email? An article from an online newspaper? An emailed joke? A funny video clip? A web site or a link?

An email?

An article from an online newspaper?

An emailed joke?

A funny video clip?

A web site or a link?

Social Media Describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media themselves. Social Software: “Software that’s no fun to experiment with by yourself.” (It needs friends in order to work)

Describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media themselves.

Social Software: “Software that’s no fun to experiment with by yourself.” (It needs friends in order to work)

Elements of Social Media Social Networks Photo and video sharing sites Blogs Podcasts

Social Networks

Photo and video sharing sites

Blogs

Podcasts

Social Network Technically, a social network is a: social structure made of nodes (which are generally individuals or organizations) that are tied by one or more specific types of interdependency...

Technically, a social network is a:

social structure made of nodes (which are generally individuals or organizations) that are tied by one or more specific types of interdependency...

Examples of Social Networking Sites B2B LinkedIn Social network with 20MM+ users. Business is facilitated as users connect other users. XING 4M+ paying users primarily in Europe; used to make business introductions and connect for sales leads. Consumer MySpace 180+ million users (and growing), 6th largest web property (Alexa) The new way music gets discovered Facebook 100+ million users, the place everyone wants to be now for business and social connections. Fastest growing of all Social Networks; Huge in 12-34, growing 35+. Facebook is the 2nd most-trafficked social media site in the world (comScore) Imeem, BuzzNet, MOG TV Sites like IslandDoo

B2B

LinkedIn

Social network with 20MM+ users. Business is facilitated as users connect other users.

XING

4M+ paying users primarily in Europe; used to make business introductions and connect for sales leads.

Consumer

MySpace

180+ million users (and growing), 6th largest web property (Alexa)

The new way music gets discovered

Facebook

100+ million users, the place everyone wants to be now for business and social connections.

Fastest growing of all Social Networks; Huge in 12-34, growing 35+. Facebook is the 2nd most-trafficked social media site in the world (comScore)

Imeem, BuzzNet, MOG

TV Sites like IslandDoo

Facebook A Social Networking website where users create profiles that often contain photos and lists of personal interests, exchange private or public messages, and join groups of friends. Facebook also allows 3rd party developers to create applications that leverage the Facebook platform to attract users to their web tools or sites.

A Social Networking website where users create profiles that often contain photos and lists of personal interests, exchange private or public messages, and join groups of friends.

Facebook also allows 3rd party developers to create applications that leverage the Facebook platform to attract users to their web tools or sites.

Facebook Screens

Social Photo Sharing

Del.icio.us - Shared Bookmarking

Blog: Short for Weblog, it is a website where entries are written in chronological order and commonly displayed in reverse chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog. The ability for readers to leave comments in an interactive format is an important part of many blogs. Blogs let other websites know when new content is available.

Short for Weblog, it is a website where entries are written in chronological order and commonly displayed in reverse chronological order.

"Blog" can also be used as a verb, meaning to maintain or add content to a blog.

The ability for readers to leave comments in an interactive format is an important part of many blogs.

Blogs let other websites know when new content is available.

Screenshot of my blog

New Ways to think about Communications “ We are the authors of each other.” Doc Searls “ I am who I am because of who we are together.” Definition of the Zulu word Ubuntu. (Ubuntu is also the name of popular variant of the Linux free operating system.)

“ We are the authors of each other.”

Doc Searls

“ I am who I am because of who we are together.”

Definition of the Zulu word Ubuntu.

(Ubuntu is also the name of popular variant of the Linux free operating system.)

Podcast: A Podcast (also know as an “Audio Blog”) is a digital media file, or a series of such files, that is distributed over the Internet for playback on portable media players and personal computers. A Radio Program on the net - made by amateurs or pros. Vlog: A video blog, sometimes shortened to vlog is a blog that comprises video.

A Podcast (also know as an “Audio Blog”) is a digital media file, or a series of such files, that is distributed over the Internet for playback on portable media players and personal computers.

A Radio Program on the net - made by amateurs or pros.

Vlog: A video blog, sometimes shortened to vlog is a blog that comprises video.

Purina in iTunes Podcast = Repeat Behavior

RSS RSS makes it possible for people to keep up with their favorite web sites in an automated manner that's easier than checking them manually - similar to receiving a Newspaper daily. RSS content can be read using software called an "RSS reader," "feed reader" or an "aggregator." TIP: A variation of RSS is known as ATOM, but it is essentially the same thing.

RSS makes it possible for people to keep up with their favorite web sites in an automated manner that's easier than checking them manually - similar to receiving a Newspaper daily.

RSS content can be read using software called an "RSS reader," "feed reader" or an "aggregator."

TIP: A variation of RSS is known as ATOM, but it is essentially the same thing.

Web 1.0 (then) Web 2.0 (now) Web 1.0 was about connecting computers and making technology more efficient for computers. People got only some of the benefits. Open Standards have enabled innovation and efficiency of “social experience” in what is now known as Web 2.0 Web 2.0 is about connecting people and making technology efficient for people. Participate Publish

Web 1.0 was about connecting computers and making technology more efficient for computers. People got only some of the benefits.

Open Standards have enabled innovation and efficiency of “social experience” in what is now known as Web 2.0

Web 2.0 is about connecting people and making technology efficient for people.

Social Media to Spread the Word

Your members... Talk with each other

Talk with each other

Teach each other

Tell each other stories about what they care about

Tell Stories? Probably the oldest form of learning/sharing of information Effective way to pass along information The original “Word of Mouth” marketing It is a form of Informal Learning (see the book Informal Learning by Jay Cross, published Nov. 2006)

Probably the oldest form of learning/sharing of information

Effective way to pass along information

The original “Word of Mouth” marketing

It is a form of Informal Learning

(see the book Informal Learning by Jay Cross, published Nov. 2006)

What do these Social Media/Web 2.0 sites have in common?

Expression

Social Media make it easier to spread the word… But it is not automatic. I found a League with a nice MySpace presence, but no link to it on their site Same with Facebook If you build it…they may not come. Why not tell them about it?

But it is not automatic.

I found a League with a nice MySpace presence, but no link to it on their site

Same with Facebook

If you build it…they may not come. Why not tell them about it?

When to use Different Social Media

Early Blogs Cave Drawings annotated life, kept a record, served to inform future visitors (and “the future” was a much shorter time span back then when life span was shorter).

Cave Drawings annotated life, kept a record, served to inform future visitors (and “the future” was a much shorter time span back then when life span was shorter).

Someday our tools will probably seem equally primitive

“ How to Dial a Telephone” (1927)

Blogging 101 Blogging is meant to be fun and personal. The best way to think of a blog is that a good blog is like a great conversation taking place at a cocktail or dinner party.

Blogging is meant to be fun and personal.

The best way to think of a blog is that a good blog is like a great conversation taking place at a cocktail or dinner party.

Content & Tone Use a Human Voice – blogs are a personal medium. Think about blog posts as a conversation and use a conversational tone. Be personal, be REAL, be TRUTHFUL, be a LEADER. Use the word “I”, instead of “we”. Don’t use corporate speak.

Use a Human Voice – blogs are a personal medium.

Think about blog posts as a conversation and use a conversational tone.

Be personal, be REAL, be TRUTHFUL, be a LEADER. Use the word “I”, instead of “we”. Don’t use corporate speak.

Blogging Voice Here’s a nice paragraph from an excellent SEO blogger (search engine optimization): Charisma is a valuable quality, both online and off. Through a blog, it's most often judged by the voice you present to your users. People like empathy, compassion, authority and honesty. I’d also add “humility.”

Here’s a nice paragraph from an excellent SEO blogger (search engine optimization):

Charisma is a valuable quality, both online and off. Through a blog, it's most often judged by the voice you present to your users. People like empathy, compassion, authority and honesty.

I’d also add “humility.”

Link intelligently Linking is part of what makes blogging so viral. Link to other blogs or sources discussing the same topic as you. Link to related stories on other sites you write for, and most importantly, Link to other network bloggers who are blogging on the same topic as you.

Linking is part of what makes blogging so viral.

Link to other blogs or sources discussing the same topic as you.

Link to related stories on other sites you write for, and most importantly,

Link to other network bloggers who are blogging on the same topic as you.

Blog Search Engines: Google - http://blogsearch.google.com/ Google news alerts – to subscribe via email to terms, URLs Google Reader or MyYahoo A Free Service you can use to track other blogs, or see how your own blog comes across as a feed

Google - http://blogsearch.google.com/

Google news alerts – to subscribe via email to terms, URLs

Google Reader or MyYahoo

A Free Service you can use to track other blogs, or see how your own blog comes across as a feed

Feed Readers Some people like to subscribe to feeds offline or in a separate application. Here are some great applications. NewsGator - http://www.newsgator.com - makes two great applications to track feeds offline; NetNewsWire – for Mac Feedemon – for Windows

Some people like to subscribe to feeds offline or in a separate application. Here are some great applications.

NewsGator - http://www.newsgator.com - makes two great applications to track feeds offline;

NetNewsWire – for Mac

Feedemon – for Windows

Using Social Communities

Goals and Measurement What’s the goal of the community? Where are you now and where do you hope to go? What are you measuring (and how)? Can everyone see the measurements?

What’s the goal of the community?

Where are you now and where do you hope to go?

What are you measuring (and how)?

Can everyone see the measurements?

Running a Social Media Site Is Like Hosting an Event Create a clear purpose Inviting the early users Setting the mood Picking the people needed to get the party started Having someone or a group tasked to help introduce new people A basic set of rules or guidelines A “bouncer” to take care of unexpected situations A way for attendees to pitch in Multiple ways to participate Everybody has fun References: http://www.commoncraft.com/party http://www.slideshare.net/leelefever/online-community-as-party

Create a clear purpose

Inviting the early users

Setting the mood

Picking the people needed to get the party started

Having someone or a group tasked to help introduce new people

A basic set of rules or guidelines

A “bouncer” to take care of unexpected situations

A way for attendees to pitch in

Multiple ways to participate

Everybody has fun

References:

http://www.commoncraft.com/party

http://www.slideshare.net/leelefever/online-community-as-party

Community Moderation Self-moderation and self-policing – “report this” Tools to manage language and issues Reporting on the back end Personnel to moderate and manage situations where “flaming” or “trolling” may potentially make community communications uncomfortable

Self-moderation and self-policing – “report this”

Tools to manage language and issues

Reporting on the back end

Personnel to moderate and manage situations where “flaming” or “trolling” may potentially make community communications uncomfortable

Facebook, MySpace and Other Social Communities All intended to bring people together People can show their interests, join groups Photo and Video Sharing, links, information, invitations Applications – allow for games, socializing, spending virtual time with friends

All intended to bring people together

People can show their interests, join groups

Photo and Video Sharing, links, information, invitations

Applications – allow for games, socializing, spending virtual time with friends

LinkedIn.com A Professional/Work focused social networking site Big draw is the Questions and Answers feature Some ability to form groups, but not as developed as some of the other networks Great place to make connections for future employment, to endorse the work of others by recommending them, to get recommendations

A Professional/Work focused social networking site

Big draw is the Questions and Answers feature

Some ability to form groups, but not as developed as some of the other networks

Great place to make connections for future employment, to endorse the work of others by recommending them, to get recommendations

Myspace.com

A JL League page on Facebook

Picture of MySpace Profile

Show me your League’s page!

How to get your community known Watermark/url images in bottom corner- they’re free advertising for your site Ratings, Polls, Reviews Make it easy for people to recommend your site, content, etc. (sharethis.com) Set good examples for your members Staff/Hosts participating in forums should be “perfect” members of the community

Watermark/url images in bottom corner- they’re free advertising for your site

Ratings, Polls, Reviews

Make it easy for people to recommend your site, content, etc. (sharethis.com)

Set good examples for your members

Staff/Hosts participating in forums should be “perfect” members of the community

Some specific advice on how to use these communities Connecting members together Sharing photos from events Attracting new members Place to show good works done It’s a place to get FEEDBACK from members, the community, even the people you helped!

Connecting members together

Sharing photos from events

Attracting new members

Place to show good works done

It’s a place to get FEEDBACK from members, the community, even the people you helped!

Here are some screens from different Junior League pages on social networks

Which is the better presence?

Taking Communicating and Connecting to the Next Level New Website Initiative Open presentation

Taking Communicating and Connecting to the Next Level

Additional Benefits from new AJLI site No reinventing the wheel Learn what is successful for other Leagues Ability to connect with members in other towns you meet at conferences! Others…

No reinventing the wheel

Learn what is successful for other Leagues

Ability to connect with members in other towns you meet at conferences!

Others…

Is Social Media for Everyone? Legal issues and Terms of Service Privacy vs. Spreading the Word Sustaining your effort - Volunteers Social Media Considerations

Is Social Media for Everyone?

Legal issues and Terms of Service

Privacy vs. Spreading the Word

Sustaining your effort - Volunteers

Public vs. Private Sites Some Leagues, and some people, won’t be comfortable with using public sites like Facebook or MySpace, or with sharing using a photo or video sharing site Some social networking sites have a perception that they’re ‘just for the kids’ Some information is best shared privately within your League, members-only

Some Leagues, and some people, won’t be comfortable with using public sites like Facebook or MySpace, or with sharing using a photo or video sharing site

Some social networking sites have a perception that they’re ‘just for the kids’

Some information is best shared privately within your League, members-only

Consideration: Not Everyone Participates

The 1-9-90 Rule In online communities, there is a 1-9-90 rule 1% of people will be most active and create most of the content 9% will be active but will contribute much less 90% will lurk and obtain information without giving back Really successful communities grow by helping move people from the 90 to the 9 and from the 9 to the 1 (or shifting the ratio)

In online communities, there is a 1-9-90 rule

1% of people will be most active and create most of the content

9% will be active but will contribute much less

90% will lurk and obtain information without giving back

Really successful communities grow by helping move people from the 90 to the 9 and from the 9 to the 1 (or shifting the ratio)

Less Computer-Literate Users Remember the 1927 Film Some people may be intimidated by a blog instead of an online newsletter Some people don’t know how to join Facebook, nor are they sure what they’re getting into Best practices to help: Demonstrations at group meetings Buddy Program – Experienced with inexperienced users – Great opportunity to reach out to sustainers – Some of them Will Teach You!

Remember the 1927 Film

Some people may be intimidated by a blog instead of an online newsletter

Some people don’t know how to join Facebook, nor are they sure what they’re getting into

Best practices to help:

Demonstrations at group meetings

Buddy Program – Experienced with inexperienced users – Great opportunity to reach out to sustainers – Some of them Will Teach You!

I fought the law…and the law won… Can you be sued for blogging? Sure. This is America – they can sue you for anything! It is worth looking at http://w2.eff.org/bloggers/lg/ which is the Legal Guide for Bloggers. I am not a lawyer but the guide has useful ideas.

Can you be sued for blogging? Sure. This is America – they can sue you for anything!

It is worth looking at http://w2.eff.org/bloggers/lg/ which is the Legal Guide for Bloggers.

I am not a lawyer but the guide has useful ideas.

Terms of Service Tell people how you expect them to act on your site That way, if they violate your ‘terms of service’ you can remove anything they have posted in comments, etc. , and you are more legally ‘covered’ as a publisher Again, a lawyer will have more information on this

Tell people how you expect them to act on your site

That way, if they violate your ‘terms of service’ you can remove anything they have posted in comments, etc. , and you are more legally ‘covered’ as a publisher

Again, a lawyer will have more information on this

Legal Considerations Continued When consulting I generally advise: Don’t publish falsehoods, or defame someone’s reputation. Be careful when republishing ANY information from another site or source, (copyrighted or not) and always provide a citation to where you found the information. (Fair Use) Watch for guidelines about the usage of logos, trademarks, and other protected and valuable items of intellectual property. Learn the differences between being a publisher and being an editor. And of course, if you have questions, ask an attorney!

When consulting I generally advise:

Don’t publish falsehoods, or defame someone’s reputation.

Be careful when republishing ANY information from another site or source, (copyrighted or not) and always provide a citation to where you found the information. (Fair Use)

Watch for guidelines about the usage of logos, trademarks, and other protected and valuable items of intellectual property.

Learn the differences between being a publisher and being an editor.

And of course, if you have questions, ask an attorney!

Non-legal ‘rules’ to consider Posting photos – does everyone look good?

Posting photos – does everyone look good?

More “rules” Do you post photos with kids? Is anyone under an order of protection, in a foster care situation, etc? Do you keep comments on a site if they’re negative? We could spend an hour on that one, but I advise yes Your site is a conversation. Not everyone agrees with you. That’s ok.

Do you post photos with kids?

Is anyone under an order of protection, in a foster care situation, etc?

Do you keep comments on a site if they’re negative?

We could spend an hour on that one, but I advise yes

Your site is a conversation. Not everyone agrees with you. That’s ok.

Don’t run out of gas…you need volunteers Who will blog? Who will edit? Who has the final say? Who monitors the social network? Jobs include: Welcoming new people, teaching, reminding people of rules of etiquette Who creates the content and uploads it? Who approves it?

Who will blog?

Who will edit?

Who has the final say?

Who monitors the social network?

Jobs include: Welcoming new people, teaching, reminding people of rules of etiquette

Who creates the content and uploads it?

Who approves it?

Your Turn!

Final thoughts

HOWARD GREENSTEIN [email_address] http://www.HowardGreenstein.com/ Thank You!

HOWARD GREENSTEIN

[email_address]

http://www.HowardGreenstein.com/