PRESENTATION TO CORNELL
GROUPS AND CLUBS
THE HARBROOKE GROUP
Entire presentation CopyLEFT (CC) 2008 by The Harbrooke Group, Inc. All Rights Reserved.
BS from Cornell, Masters at NYU ITP
On-air DJ in the ‘80s, during and after college
Started first Web user 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
How Many People Have Passed
An article from an online newspaper?
An emailed joke?
A funny video clip?
A web site or a link?
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
Photo and video sharing sites
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
Examples of Social Networking Sites
Social Network with 20MM+ users. Business is facilitated as users connect other users.
4M+ paying users primarily in Europe; used to make business introductions and
connect for sales leads.
180+ million users (and growing), still one of the largest web properties (Alexa)
The new way music gets discovered
170+ 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
Tell Each Other Stories About Things They
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)
Social Media Makes it Easier to Spread the
But it is not automatic.
Example: A Non-Profit 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?
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
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
Facebook, MySpace and Other Social
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
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
What’s Really the Difference?
Do you need all 3?
Demographics – MySpace doesn’t seem to have many alumni groups
LinkedIn good for Mailing Lists and some professional interaction,
especially job leads
Facebook more for social interaction, even if it is ‘professional
social’ – more like a Cornell Club Cocktail party
Difference Between Pages and Groups
More like a ‘person’ with Privacy, can be closed or
ability to have friends/fans secret
Anyone can post to wall, Can use email to
pictures, etc. communicate with members
Communicate by “updates” Limited to 5000 members (if
which show on the update you want to send mail)
tab or person’s wall Can limit what is posted
Can have applications http://www.facebook.com/he
FB is made up of personal connections – like your alumni
Pages and Groups
Pages – like a personal page – pages can have fans that are
Pages send out updates to the Update tab – not in FB
Pages also are now able to create a status that shows in the main
Ability to create related events
More like closed clubs
Have privacy settings
Can invite members via FB mail and email
Can be more granular as to how things get posted, who
can post, and what kind of media can be posted
Ability to create events
Groups can have controlled membership, with ability to
manage content, discussions, etc.
Useful if you already have a group of members, as you can’t
easily invite people (Unless you’re already connected to them
Can email to group members 1x a week
Can share management responsibility
Primary activity is discussions, ability to share news, have job
How to Get your Community Known
Put it in your Email Signature! Promote it on your site!
Watermark images in bottom corner with your URL -
they’re free advertising for your site
Ratings, Polls, Reviews
Make it easy for people to recommend your site, content,
Set good examples for your members
Staff/Hosts participating in forums should be “perfect” members of
Some specific advice on how to use
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
Public vs. Private Sites
Some Groups 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 a
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
Math 101 – if 1% contribute – you want a community of 5000 if you are
going to get 50 active people and 450 semi-active!
Note, that 1% and 9% vary and change month to month
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
Some people may are intimidated by a blog instead of an
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 or webinars
Buddy Program – Experienced with inexperienced users – Great
opportunity to reach out to members– Some of them will teach
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?
Do you post photos with kids?
Is anyone under an order of protection, in a foster care situation,
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
Don’t run out of gas…you need volunteers
Who creates the content
Who will blog?
and uploads it?
Who will edit?
Who approves it?
Who has the final say?
Who monitors the social network?
Jobs include: Welcoming new people, teaching, reminding people of
rules of etiquette