Social Media in Real Life                                                                     
LINKS:Kathleen McDade: Portland-specific blogroll www.technoearthmama.comHere in Malibu: Purely location-based blog
Who populates your presence?Your friends and followers   • Add people you actually know or people with whom you could have...
head.Beginning a conversation   • Comment on a blog   • @reply to an interesting tweet   • Comment on a Facebook status   ...
•   Read everything out loud before hitting submit    •   Preview your blog posts    •   If you always have the same gramm...
Using Web FeedsHow do we know when theres new content to see on our favorite blogs? By subscribing to their Web feed! Them...
Insider Info: There is an online community of folks who love to tag things. Folksonomy is what its called, and youcan find...
LINK:                                                      8                             ...
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Social Media In Real Life - Handout

  1. 1. Social Media in Real Life Melissa Lion Michelle Anderson mediaChick@iheartmedia.comWhat is Social Media?Media is the delivery method of broadcasting a message.Mass Media, also known as Traditional or Industrial Media, includes newspapers, televisions, and radio. It istypically expensive to produce on a large scale and requires specialized production knowledge. Monopolies andconfidentiality agreements are the norm. Information is guarded.Social media, also known as Web 2.0 or New Media, is the method of delivering content online through the use ofsuch things as blogs, wikis, widgets, and social networking sites. Producing content using social media that canbe seen by potentially hundreds of thousands of people is free, or nearly free. Collaboration and transparency isencouraged. Information is shared.Other benefits to using social media • Instant feedback • Uber-economical word-of-mouth (WOM) marketing • Content management system • International scope • Experts within reach • Branding • Electronic fan clubhouse • Opportunity for backlinks and traffic (which drives up search rankings) • Transparency o Easy to see what everyone else is doing o Easy to see what everyone else is saying about youLINKS: Web 2.0 Web 1.0 a Web Presence, One Post at a TimeJoin the conversation five times a week.But how to come up with the content? The good news is the content is around you all the time.Location, Location, LocationAll real people live somewhere. They go to work. They go "out on the town." They live in cities or neighborhoods,or out on the range. But we all exist somewhere concrete and tangible.People search by location too.Use your location • Your About Me sections must have your location: City and state • No metaphorical locations: "Up in the clouds..."Use your location for content • If youre stuck for content one day, take a picture of the day outside. Is it raining? Sunny? Are your tulips up? No need for text, just give the image a simple title and post it. • Whats different in your location today? 1 Long Lunch PDX All Rights Reserved
  2. 2. LINKS:Kathleen McDade: Portland-specific blogroll www.technoearthmama.comHere in Malibu: Purely location-based blog Location-based group author blogWho are you?About me section • Picture of you • Way to contact you • Location • Links to other networking sites to which you belongAvatars • Again, a picture of your face • Use the same avatar for everything (or something similar so people can figure out its you) • Dont change it too often, but change it occasionallyTaking a picture of yourself • Use a cellphone • Take the picture from above • Use natural sunlight • Smile!You are playing a character on the internet • What is that character? • Think about who you want to be and be that personThis character will upset people • Trolls exist, and will find you. Do not feed them and they will go away • Your friends will become upset about something youve written • Your web presence will get you into trouble • How does your character respond?Some ideas for how to respond to upset people on the internet • Ignore it • Send a private email to the upset party • Go with your gut -- if you think something you write will upset someone, ask before posting, or dont write it at all • Suffer the consequences and know that every day you will gain readers and lose readersTHERE IS NO SUCH THING AS ANONYMOUS • IP Addresses are easily traced • If youre blogging about your job, count on being fired • Blogs are traced by user name and email address • Comments left on blogs come with an IP AddressWriting exercises: 1. Spend ten minutes and write down all of the characteristics you want to have on the internet, even if you feel you dont possess them right now. What is your character description? 2. Add one specific, concrete, unexpected detail to your About Me section.You Are the Community You CreateYour community is ripe for content, and deserves attention and nurturing. 2 Long Lunch PDX All Rights Reserved
  3. 3. Who populates your presence?Your friends and followers • Add people you actually know or people with whom you could have an actual conversation • Dont just add people because they are on the same social networking site as you • Add too many people and your authenticity is toast. You become a "bot," or friend collector. • Try to keep the followers and following numbers balanced, tipped a bit more heavily in the followers section • Do not add friend collectors (makes you guilty by association) • Be discerning about the company you keepBegin adding people after youve created some specific, genuine content, have an avatar and a specific locationin your About Me section.Your audience • Address everyone occasionally • Ask a question of your audience • Picture your audience reading your postCommenters • Read your commenters blogs or check their profiles • Respond on your blog to another persons blog post. Link to that other blog in your post. • Use an @reply, but not too many, because people dont want to read too many exclusive conversationsBecome a commenter yourself • Write on a Facebook wall, comment on a picture in Flickr • Use the same tone the author is using. If its a family-type blog, keep the comments PG • Remember that people often have family and children tuning into their social media presenceWriting about your real life community • Ask before you write, and ask what name theyd like to go by • Make sure all of the people you portray have contrast (because without contrast, the people in your world lose authenticity too)Blogrolls are a partial list of your community • They are not reciprocal, as soon as they are you lose authenticity ("Pay for Play") • Make sure the links work • Cull your blogroll monthly -- remove 10%Writing exercises: 1. Write a post and ask your audience what they think. Write a post about the things you love about your city. Ask your readers, "What are some things you love about your city?" 2. Make a comment on a new persons blog. Not, simply, "I agree." But write a specific, concrete response addressing something specific theyve written. 3. Trim 10% of your followersLINKS:Surviving Myself: A huge blog, and the blogger responds to all 50 comments every single day.survivingmyselfblog.comBack Away from the BullhornSocial Media is about conversation. Its about getting to know people. The only way to get to know someone is tohave a conversation. For the first time in the history of media, the audience is expecting to join the conversation.Social media is like a dinner party. You ought to be prepared to present yourself well, make some small talk, beintroduced to others and remember names before you start dancing on the tabletops with a lampshade on your 3 Long Lunch PDX All Rights Reserved
  4. 4. head.Beginning a conversation • Comment on a blog • @reply to an interesting tweet • Comment on a Facebook status • Meet some bloggers in real life • Give another blog a shout out in your postIf you must broadcast, do it in the form of a conversation • New post: link • I just added a button, does it look weird: link • Love this video: link to a youtube video that you actually do love and did not make on your own • Loving this book right now (link) anyone else read it?Remember to listen to what people say back to you.Listen.Listen.Before leaving a comment, remember that the Internet is as permanent as it is temporal. Make sure everythingyou say is something you want attached to your name forever.Writing exercise: 1. Read several blogs. Read them the next day. And the next. On the fourth day, leave an informed comment.It Was the Best of Times, It was the Worst of TimesReal people have bad days. The occasional conflict is expected. Your audience is, for the most part, rooting foryou. Share your bad day occasionally, and not only will you be more real, but there are people unknown to younow who can help solve problems that contributed to your bad day.Real people have good days too.Real people have contrast in their lives.It is this roller coaster that, ultimately, is the content of our story on the web.The post begins when something is different.Handling contrast in your posts • Remember no one in the story should be worse than you • Exaggeration is your friend • Self-deprecation will win you many admirers • When good things happen, be grateful • Say your thank yous • Take a picture of your smiling faceWriting exercise: 1. Write 200 words about the thing that is different today.Revisions: You never get a second chance to make a first impressionThere are no good writers, only good revisers.Tips for revision 4 Long Lunch PDX All Rights Reserved
  5. 5. • Read everything out loud before hitting submit • Preview your blog posts • If you always have the same grammar error, go to your browsers edit button and -> Select "find in this page" -> type in that common grammar misstep -> and then correct all of your mistakes • Make sure your site looks current. When in doubt, use a blogging platform as a content management system. No need to post everyday. Have one page with your information, but it will look much prettier. • Before adding friends, be sure your About Me is current and youve generated some content for the site • Go with your gut! If it feels bad to press publish, then dont do it • Deleting is your friendThe Cultures of Social Networks: Media EcologyEvery month, thousands of new easy-to-use social media tools are released into the Wild World Wide Web.These simple (and typically free) online applications help even the most non-technical person create and sharecontent, find content, and manage content.There is a community of real people who use social networking sites, and each social networking site has theirown culture and set of rules. Some rules are stated explicitly: terms of service, user conduct agreements. Somerules are unwritten. You learn these unwritten rules by paying attention to and joining in on the conversation. • Flickr, PhotoBucket (photo sharing) • Twitter, Plurk (microblogging) • YouTube, Vimeo (video syndication) • Facebook, MySpace (social networking) • Delicious, StumbleUpon (social bookmarking) • Ning, CrowdVine (create-your-own social networking) • LinkedIn, Plaxo (business networking) • Upcoming, Calagator (event directories) • DeviantArt, Etsy (social networking for artisans)Blogging Software: Choosing a Home for Your Content and CommunityWhen deciding which blogging software to use, the first question to ask yourself is whether you want to host yourblog or have that done for you. The second question is which blogging software to use.There are several free blog-hosted sites: • • • • • TypePad.comThere are also several free self-hosted blogging software choices: • • • Joomla.comSelf-hosting a blog means paying for space to hold your Web site on a server on the Internet. It requiresuploading and installing blogging software, and although installation can be quite easy you do not need to spendany money to have a blog.Dont worry too much about picking the "right" blogging software while youre learning how to blog. Blog data isoften portable, and some sort of "export" button can be found in virtually all blogging software dashboards.LINK: 5 Long Lunch PDX All Rights Reserved
  6. 6. Using Web FeedsHow do we know when theres new content to see on our favorite blogs? By subscribing to their Web feed! Themost common type of Web feed is called RSS (Really Simple Syndication or Rich Site Summary). RSS is a typefile that allows anyone to opt-in to being alerted to new updates without visiting the site. Another type of Web feedis called Atom.Subscribing to a feed requires two things: the web feed (which is a file your computer reads) and a place to keepthe content the feeds send you, called a feed reader. Youll need a feed reader before you can subscribe to blogs.Some popular feed readers are, and start the subscription process, look for the orange icon in your Web browser windows address bar. This sameicon might be spotted in several places throughout a blog, which is a very good way to remind readers that if theylike your content, they should subscribe to you.Next, click on the subscription feed link and select your feed reader. Presto! Youre subscribed!Insider Info: Those social media icons you see in blogs that allow for sharing and subscribing to content? Theyrealso called "chicklets." Weird, huh?Checking for updated information is a thing of the past if a Web site is feed enabled. This is where blogs reallyshine, when compared with traditional, static Web 1.0 sites, because when posts go up your feed subscribers willknow right away, simply by logging into their feed reader. • Feed readers:,, • Web feed file formats: rss, atom, xml, opml, sms • Tracking subscribers and clicksLINK: and Tags - Finding like-minded folksUsing good labels to describe your content is how people find you on the Internet. Label your content by usingkeywords and tags.When people use a search engine and type in some words to describe what theyre looking for, they are usingkeywords. These keywords are the common words used in your content, which tells the search engine what yourpost is about. (For instance, if youre writing about pies, and you use the word "pie" in your post fifteen times, theInternet will assume your post is about pies.)Tags are the extra labels you add to your content to describe what it is. You can add tags when you post content,and others can add them when they use social bookmarking ( and blog ranking ( are Twitter-specific. When you tweet (post an entry thats 140 characters or less) and use the poundsign (#) before any letters, the system creates a tag for it. For instance, #mmmpie( and #twiterdipity ( are two hashtags created in tweets.Categories are containers for your tags. • Locale-specific blog promotion sites ( • Feed directories ( • Attend meetups (, • Link to other peoples content and to original sources (backlinks) • Social bookmarks (StumbleUpon) • Blogrolls: check out the link collection of the blogs you respect and study them, too • Whos visiting your blog? (,, 6 Long Lunch PDX All Rights Reserved
  7. 7. Insider Info: There is an online community of folks who love to tag things. Folksonomy is what its called, and youcan find out more on Wikipedia. ( Engine Optimization (SEO) - Helping like-minded folks find YOUHow do search engines work? When words (called keywords) are typed in a search box and a search is initiated,the search engine brings back the highest ranking Web pages that feature the keywords entered. This ranking isbased on a number of different factors, and each search engine will return different results because each has itsown way of figuring out what is popular on the Internet.So while there is no "sure thing" way to get a blog post first page ranking for a particular keyword or keywordphrase, here are some basic things to remember when planning your blog post and configuring your blog foroptimal search engine "friendliness": • You should chose keywords you are targeting before you start to write. Choose 2-4 single words, or 2 or 3 word phrases to start. Get your keywords by: o deciding what the main subject of your post is. o using a keyword suggestion tool for ideas (such as o checking out the keywords other blogs similar to your topic (using • Your post title should be between 60-65 words and include your chosen keywords. • The first couple of sentences of your post are critical and should contain your keywords, also. Because they appear along with your blog post in search results, these sentences must convince the reader to click on your post instead of the others. • Tag your posts in your blog. Use your keywords, plus any other relevant words. (Dont get crazy, but choose several.) • If using WordPress for your blog, categorize your posts and put the categories in your sidebar. This works like an archive of similar-topic post entries, with the added bonus of having WordPress tag them for search engines to see. (Note, at this time Blogger doesnt use categories.) • Use social bookmarking to bookmark your keyword-rich posts and tag them there, too. (Also helps to get friends using social bookmarking to do the same.)Whos Visiting Your Blog?Its a good idea to pay attention to who is visiting your blog, and there are plenty of applications to choose from.Most blog tracking software tracks visits, return visits, what city the visitors live in, how long they looked at yourblog, where they came from, and what post they looked at, etc. You can also see what keywords (if any) wereused in a search engine that led a visitor to visit your blog or a particular blog post. (This is helpful in decidingwhat to write on your blog in the future, because you already know it brings your blog traffic.)Here are some free tracking applications: • • • Help Online and Off in Portland, Oregon • Beer and Blog (motto: bloggers helping bloggers over beer) • Portland WordPress Users Group pdxwp.comShiny Playthings in Social Media • Custom widgets (, • Social media Web site widgets (blog platform-generated, • URL shorteners (, 7 Long Lunch PDX All Rights Reserved
  8. 8. LINK: 8 Long Lunch PDX All Rights Reserved