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AJLI Basics of Social Networks
 

AJLI Basics of Social Networks

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Howard Greenstein's slide presentation at the Association of Junior Leagues International's Leadership Conference 10/25/08

Howard Greenstein's slide presentation at the Association of Junior Leagues International's Leadership Conference 10/25/08

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AJLI Basics of Social Networks AJLI Basics of Social Networks Presentation Transcript

    • 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.
  • 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
  • Agenda
    • 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!
  • 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?
  • 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)
  • Elements of Social Media
    • 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...
  • 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
  • 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.
  • 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.
  • 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.)
  • 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.
  • 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.
  • 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
  • Social Media to Spread the Word
  • Your members...
    • 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)
  • 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?
  • 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).
  • 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.
  • 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.
  • 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.”
  • 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.
  • 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
  • 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
  • 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?
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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!
  • 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
  • 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…
      • Is Social Media for Everyone?
      • Legal issues and Terms of Service
      • Privacy vs. Spreading the Word
      • Sustaining your effort - Volunteers
    Social Media Considerations
  • 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
  • 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)
  • 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!
  • 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.
  • 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
  • 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!
  • Non-legal ‘rules’ to consider
      • 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.
  • 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?
  • Your Turn!
  • Final thoughts
    • HOWARD GREENSTEIN
    • [email_address]
    • http://www.HowardGreenstein.com/
    Thank You!