Cliff Lampe
Department of
Telecommunication, Marketing Yourself
Information Studies and Media
through Social Media
Michigan State University
lampecli@msu.edu
September 22, 2009

Cliff Lampe
• Assistant professor
– Telecommunication,
Information Studies, and
Media
• Social Software
Researcher
– Facebook
– Wikipedia
– Other nerdy stuff
Cliff Lampe - lampecli@msu.edu
Student Athlete Use of Facebook

Social Media

Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Social Media
• Social Network Sites
• Blogs
• Wikis
• Use-generated content sites (Flickr,
YouTube)
• Basically, user provided content and direct
interaction
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Social Network Sites

Nerdy definition
• A profile
• A friends list
• The ability to traverse the friends list
• Bundles of applications
Cliff Lampe - lampecli@msu.edu

Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Types of SNS uses
• Social communication
– Facebook, MySpace, Bebo, SkyRock
• Business solutions
– Beehive, LinkedIn
• Content creation
– Flickr, Fotolog, Last.fm
• Mobilization
– Mybarackobama, care2give, modestneeds
• Cultural affinity
– Blackplanet, migente, asianavenue
• Interest affinity
– MyChurch, Couchsurfing, librarything
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

The usual suspects

Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Unusual Suspects

Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Common Concerns

Common Concerns
• I don’t want people to know that much about me.
– Depends on your strategy for using social media
– Managing your presence
• I don’t want to be “friends” with the 5th grade
bully…
– So don’t, or do.
• I don’t want my co-workers to see the same thing
as my family members.
– Multiple strategies here.
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

BE AWARE OF YOUR
AUDIENCE!

HR uses of social media

http://www.emarketer.com/Article.aspx?R=1007268
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Managing your brand
6. Start a group or page
1. Know your audience
7. Join or start an event
2. Decide on your
in your area
branding strategy
8. Import contacts and
3. Use privacy settings
grow your network
4. Fill out your profile
9. Link to your other
completely
social media homes
5. Update your status
10.Feed your social
networks
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Resources to learn more

Mashable
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

http://soshable.com/
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Ole Dr. Lampe’s rules of updating
• Be informative
– No one cares what you had for breakfast. Well, unless it was
really good.
• Use moderation
– not too much or too little posting
• Be Carnegie
– Never criticize, condemn, or complain (or boast) OK, a little of all
of that is fine…
• Use humor
– Being interesting helps people believe you’re informative
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

Ole Dr. Lampe’s rules for presence
• Have a website
– Preferably yourname.org
• You have to speculate to accumulate
– Be generous to others. Attribute.
• Establish your goals
– What do you hope to get out of social media?
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

(Some) SNS Research @ CAS
• Ellison, N., Lampe, C., & Steinfield, C. (2009). Social Network Sites
and Society: Current Trends and Future Possibilities. Interactions
Magazine (16) 1.
• Steinfield, C., Ellison, N. & Lampe, C. (2008). Social capital, self-
esteem, and use of online social network sites: A longitudinal
analysis. Journal of Applied Developmental Psychology 29 (6).
• Lampe, C., Ellison, N., & Steinfield, C. (2008). Changes in Use and
Perception of Facebook. In Proceedings of the 2008 Conference on
Computer-Supported Cooperative Work (CSCW 2008).
• Ellison, N. Steinfield, C. & Lampe, C. (2007). The benefits of
Facebook 'friends': Exploring the relationship between college
students' use of online social networks and social capital. In Journal
of Computer-Mediated Communication 12 (3).

THANKS!
• Mad love to…
– Nicole Ellison and Chip Steinfield
– The Online Interactions Lab
– Tor Bjornrud, Chris Hamrick, Chandan Sarkar, Jessica
Vitak, Yvette Wohn
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media