Twitter and Facebook serve as that unique intersection between your social and professional lives. They can be valuable business tools or simply a way to stay in touch with family and friends. LinkedIn, however, is all business. In its simplest form, LinkedIn is an interactive resume and Rolodex. In practice, however, it is the online version of the business cocktail party, without the constraints of time or space. You can make introductions, provide a recommendation for those you have worked with in the past, and even ask for help from your network on a pressing question you may have. If you are a professional, own a business, or work in an field you would consider a “career” you should be on LinkedIn.
Groups are key here. Search for relevant groups based on keywords, join the ones that fit your target profile and add value to the network and the conversation. Do not use LinkedIN to sell. Use it to learn, contribute and build relationships. Ask questions and start discussions to find out what prospects really care about and to become more visible. Answer questions that relate to your expertise. Credibility ... not salesmanship ... builds connections. Remember: quality -- not just quantity.
Deloitte was recently ranked No. 1 on Bloomberg BusinessWeek's 2009 &quot;Best Places to Intern&quot; and &quot;Best Places to Launch a Career&quot; lists, and has also been named to Working Mother's &quot;Top 10 Companies for Working Mothers&quot; and &quot;Best Companies for Multicultural Women,&quot; the DiversityInc &quot;Top 50 Companies for Diversity&quot; and FORTUNE's &quot;100 Best Companies to Work For&quot; lists, among other notable distinctions. This year, Deloitte plans to make approximately 4,800 new hires for full-time employment and internship positions across its U.S. offices
Send bookmarks to others, create a network
Robin Frank [email_address] @greenrobeen Social Media: Integrated Engagement Chicago Portfolio School 10/15/2010
Create instant private or public spaces for your friends, co-workers, fellow hobbyists, you name it
Designating smaller circles of friends within your overall list of Facebook friends makes sharing easier
Some things to think about
All messages sent to a group are e-mailed to the address stored in your Facebook account. You can disable these in Account Settings
Group memberships can spiral out of control. Any of your friends can add you to any group, without your permission. Facebook won’t prompt you for your permission. If you’re not interested, you have to leave.
Groups can grow unwieldy as friends you added to a group you create start adding friends of theirs who aren’t friends of yours.
Admins can edit the group’s membership to remove people they don’t want which can be awkward
Reach and engagement aren’t mutually exclusive – but they aren’t guaranteed either.
With a tweet, it’s a little less straightforward, since one million followers don’t equate to one million impressions.
If you follow over a thousand people on Twitter, your timeline is cluttered to the point that you’d likely have to actively seek out tweets from an individual Twitter user in order to guarantee that you had “seen” a given tweet from that user.
The solution : create Groups of people you want to keep up with
Started with 6 advertisers and now have 40, including Starbucks, Ford and Microsoft. Expect 100 by year end 2010.
Promoted Accounts (XBOX, HBO) – pay Twitter to suggest people follow their accounts based on shared interests
Ads on Twitter apps, starting with Hootsuite (revenue split)
Next yr: self-serve tool for local businesses to buy ads, deliver by location possible.
Promoted Tweets appear at the top of search results
Search “vacation,” for instance, and see an ad from Virgin America encouraging people to vote in Virgin’s Awkward Family Vacation Photo Contest. Advertisers bid on keywords and pay when someone clicks on a link in the ad, replies to it or forwards it to followers.
Promoted Tweets will eventually show up in Twitter timelines, not just when people search, based on the interests of people that users follow.
Twitter also sells Promoted Trends, so advertisers can show up in the list of topics most discussed on Twitter, for $100K/day.
Instead of a 2010 Super Bowl ad… Pepsi decided to give money away Doing good: Pepsi Refresh Project
Return on engagement – the duration of time spent either in conversation or interacting with social objects, and in turn, what transpired that’s worthy of measurement.
Return on participation – measuring and valuing the time spent participating in social media through conversations or the creation of, social objects.
Return on involvement – touchpoints for documenting states of interaction and tying metrics and potential return of each.
Return on attention - assess the means to seize attention, hold it and as such measure the responses activities that we engender.
Return on trust – A variant on measuring customer loyalty and the likelihood for referrals, a trust barometer establishes the state of trust earned in social media engagement and the prospect of generating advocacy and how it impacts future business..
The more opportunities for interaction you add to your group, the more valuable your group will be to the community.
Use featured discussions to highlight particular content or offers
As a manager of your group, you can mark a discussion as featured and this will pin your thread at the top of the discussion board. You can also unpin it at any time.
Announcements are emails sent by you through LinkedIn to your group members. The benefit here is that recipients -- and their ISPs -- are more likely to recognize the email as trustworthy and your deliverability may be higher than if you send the email yourself.
Announcements will also get added as a discussion thread for your group, and you can mark this thread as a featured discussion for extra visibility.
Create your own analytics by using a URL shortener to measure the response to your announcement.
Used by a different Deloitte professional every week, is a particularly novel approach.
Rotates users to keep the feed interesting
Yelp-like as it capitalizes on the intrinsic value that people attach to personal viewpoints – allows people within the company to describe their experience.
Knowing it comes from an individual makes it more valuable than a generic Deloitte PR attempt
Provides daily tweets from a different business leader each week on day-to-day life inside and outside of Deloitte. Followers can track what is top-of-mind for senior professionals from each of Deloitte's practice areas and gain a better sense of the issues, new developments and topics that the organization's leaders focus on.
You can create 3 saved searches. At the top where you see the number of records in your search you’ll see a “save this search” button. LI will give you the option of sending you a weekly email, to get updates to your search.
Ask for recommendations and make them EASY
After you have asked for the rec, write it yourself. You can position yourself in the best light, and they can cut and paste. Search other recs for ideas.
Groups: Fish where the fish are
Join groups that are in-line with your business, your objectives or a desired job – but be selective. The more “on target” the group, the more valuable the content they provide, and the greater the networking opportunities.
Select group members to connect with. In the groups tabs, you will see one called “other” with a drop down menu. Select members and you will see a list of all of the members in that group. Offer to connect with the ones that make sense.
Consolidate all your contacts in outlook, etc.
Go to “Contacts.” then “Connections.” At the bottom of your Connections box is “Export Connections.” Export the connections and import them into your preferred address book.