A concise presentation of specific social media practices employed by businesses and individuals who have build organic, loyal social media followings.

1. When to Listen, When to Engage, When to Back Away The Practice of Social Media

2. New Purchase Funnel Consideration Awareness Consideration Purchase/Adoption Use Form opinion Talk Purchase Marketer-Generated User-Generated

3. Your role vs. Their role Listen Ask questions Talk Talk back Energize Share with friends Support Give suggestions Embrace Make requests

4. Listening Regular practice of keyword searches Informs strategic planning Helps to develop authentic responses Mix of free and paid tools Radian6 conversation monitoring

5. Strategic planning Research Listening Targeting Strategy Audience ID Tactics Tools that serve strategy Evaluation Outputs and inputs Technographics tool: www.forrester.com/Groundswell

6. How often should you engage? LinkedIn 2x per day Facebook 2x per day Twitter 2x per day Blog 5x per week Bookmarking 5x per week

7. Five Rules of Engagement Be your best self Provide something of value Be transparent If you screw up, acknowledge it and move on Provide guidelines and lead employees by example

8. Social Media Guidelines “It’s a conversation. Talk to your readers like you would talk to real people in professional situations.” - Intel Social Media Guidelines “Be external. You don’t have to be 100 percent internally focused.” - KODAK Social Media Tips PDF “Be real and use your best judgment.” - Econsultancy, Q&A with Zappos CEO Tony Hsieh

9. Dealing with Conflict on the Web Happens to everyone Respond when calm Say thank you Correct incorrect facts Avoid flame wars Simple acknowledgement is far better than being defensive or angry

10. Establishing a daily practice Check Google alerts or other monitoring services Search Twitter for your brand or product Scan company blog and intranet Scan external influencers, such as LinkedIn, blogs and forums Post status updates to LinkedIn, Facebook and Twitter Consider your next move on other channels

11. Thank you.