Fundamentals of Social Media (Part 2)

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A more in-depth look at Facebook, Twitter, location-based networking and mobile/desktop apps for social network management. Presented at the Lawrence Arts Center on February 17, 2010.

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Fundamentals of Social Media (Part 2)

  1. 1. Fundamentals of Social Media PT II<br />February 17, 2010<br />
  2. 2. San Francisco Chronicle<br />February 15, 2010<br />According to Web measurement firm Compete Inc., Facebook has passed search-engine giant Google to become the top source for traffic to major portals like Yahoo and MSN, and is among the leaders for other types of sites.<br />&quot;People are spending less time navigating the Internet on their own and are now navigating the Internet based on their friends&apos; recommendations or their friends&apos; activities”<br />
  3. 3. OK, I have my Twitter Account and Facebook Page, What Next…<br />
  4. 4. Create a Plan<br />Treat Social Media as you would any other new business venture.<br />Set objectives & Expectations.<br />Be Realistic.<br />What are your goals?<br />Short-Term & Long-Term.<br />Marketing, Sales, customer service etc<br />Educate Management and Colleagues. Share your vision, help them understand, involve them, Get buy-in<br />
  5. 5. Case Studies<br />There are many documented case studies of both social media success and failure<br />Try Googling &quot;social media case study&quot;<br />http://delicious.com/benasmith71/case_study<br />
  6. 6. Resources<br />Who will be responsible?<br />posting, monitoring, responding<br />What tools should you use?<br />How much time should you invest?<br />Consider Creating a policy setting employee expectations for participation in social media<br />http://www2.ljworld.com/weblogs/social-media-blog/<br />
  7. 7. A couple of golden rules to remember…<br />
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  11. 11. Why Twitter?<br />Very active local Twitter community.<br />Real time<br />Link to website, photos<br />Re-Tweet gives a powerful viral effect<br />Ease of engagement - ability to engage in public or private<br />Add personality<br />Hashtags<br />
  12. 12. Use the settings tab to brand your twitter page…<br />
  13. 13. Pick a name that will match what customers are searching for…<br />
  14. 14. Tweets are geo-tagged. Consider local accounts…<br />
  15. 15. DON’T FORGET THE BIO AND AVATAR. MUST REFLECT YOUR BRANDING…<br />
  16. 16. SELECT A COLOR SCHEME THAT REFLECTS YOUR BRANDING OR UPLOAD A CUSTOM BACKGROUND…<br />http://www.smashingmagazine.com/2009/09/18/effective-twitter-backgrounds-examples-and-best-practices/<br />
  17. 17. FIND AND ADD LOCAL FOLLOWERS…<br />USE SEARCH.TWITTER TO FOLLOW LOCAL CONVERSATION<br />USE SITES SUCH AS TWITTER.GRADER.COM TO FIND THE TOP LOCAL USERS <br />USE GOOGLE TO SEARCH FOR LOCAL TWITTER LISTS<br />MAKE SURE TO FEATURE IN TRADITIONAL MARKETING<br />
  18. 18. WHEN YOU TWEET…<br />BE CONVERSATIONAL<br />ASK QUESTIONS<br />INCLUDE LINKS<br />LEAVE ROOM FOR A RE-TWEET<br />RESPOND TO EVERY QUESTION OR <br />@ MENTION… ESPECIALLY NEGATIVES!<br />IF YOU RE-POST ANY CONTENT, MAKE SURE TO CREDIT WITH A RE-TWEET<br />
  19. 19. Using Twitter for Customer Service?<br />Twitter may be 24/7 but you can let people know when you’re available.<br />
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  21. 21. Why Facebook?<br />Largest and most active social network in us – rapid growth continues.<br />Broad range of demographics<br />Ideal for building community, creating brand loyalty<br />Ability to add media content<br />All content can be shared by your fans with other users<br />
  22. 22. Building a page<br />Go to any of your favorite pages and click “Create a Page for My Business” in the bottom left corner.<br />
  23. 23. Building a page<br />Select the type of page that best fits your business. <br />Name the page. Then click “Create Page.”<br />Remember: You cannot edit your page name once it’s created. To change it, you must delete the page and start over.<br />
  24. 24. Set administrators<br />Pages can have multiple admins. By creating the page, you are automatically an admin. <br />To add more admins, click “Edit Page” and then “Add” in the Admins section in the lower right corner.<br />You can delete Admins at any time by clicking “Remove Admin.”<br />
  25. 25. Page tabs<br />Use page tabs as a guide for adding content and applications. Move a tab by clicking and dragging it across the tab structure.<br />
  26. 26. Building a page<br />Add basic information under the “Info” tab like hours, location, contact information and Web addresses.<br />Click “Save Changes” and “Done Editing” to save updated information.<br />
  27. 27. Building a page<br />You can also add a small text blurb and display your basic info in the boxes on the left of the page.<br />To edit these boxes, click the little pencils in the upper right corners.<br />
  28. 28. Update your status<br />Type short updates in the status box. This is also a quick way to share links, photos, events and videos.<br />
  29. 29. Photo galleries<br />Click the “Photos” tab and “Create a Photo Album.”<br />
  30. 30. Photo galleries<br />Give the album a name, location and description.<br />
  31. 31. Photo galleries<br />Upload photos and then caption, tag and publish them.<br />Remember: Tagging someone notifies that person that they are part of a photo, note, video or status. A user can always un-tag themselves if they do not want to be publicly associated with the content.<br />
  32. 32. Sharing videos<br />Go to the Video tab to add videos to your page. You can upload a file or record a new video.<br />Videos can be tagged and captioned like photos, but you cannot group videos into sets.<br />
  33. 33. Writing notes<br />Notes are like blog posts. To create one, click the Notes tab and then Write a New Note.<br />You can add photos and text formatting to Notes. You can also tag people (like customers or employees) in Notes just like in Photos and Videos.<br />
  34. 34. Writing notes<br />Automatically add Notes to your page wall by importing a blog or news RSS feed through the Notes application.<br />Go to Edit Page, then click on “Edit” under the Notes application.<br />
  35. 35. Writing notes<br />Copy/Paste the RSS feed for the blog or content source in the Web URL field.<br />Once you click “Start Importing” any content published on that RSS feed will also publish on your page wall.<br />
  36. 36. Schedule events<br />Encourage your community to socialize in real life by scheduling events. Events can be found on your wall tabs. <br />Add the necessary info and invite your friends and fans.<br />
  37. 37. Publish and share<br />Once you’ve filled in your page, share it with your Facebook friends to gain fans.<br />Share content from your fan page on your personal profile, too.<br />
  38. 38. Add Fans<br />Use “Suggest to Friends” to recommend to your personal contacts. When they accept, your page will show in their Live Feed and on their page for their contacts to see. <br />Consider Facebook ads to promote to page. Low cost, highly targetable. <br />
  39. 39. Interact<br />Check your page for comments, questions, reviews and “likes.”<br />Respond often so fans know that you’re accessible and approachable.<br />Keeping your community interested is half the battle.<br />
  40. 40. Secure a username<br />Once you have 50 fans, you can go to www.facebook.com/username to create a custom URL for your fan page. <br />This helps potential fans find you faster.<br />Example: www.facebook.com/ljworld<br />
  41. 41. Check insights<br />Learn more about your fans and your efforts by using Insights. <br />Monitor basic statistics about your audience to create new goals.<br />
  42. 42. Desktop applications make Updating Twitter & FACEBOOK easy.<br />
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  47. 47. Mobile Applications allow you to manage Multiple Twitter accounts…<br />UberTwitter<br />Tweetie<br />
  48. 48. Facebook Mobile Allows You to update any pages you are Admin of…<br />iPhone<br />Email<br />Mobile Web<br />
  49. 49. Additional Tools for Monitoring <br />Social Media…<br />
  50. 50. Twitter can have a powerful viral effect. It moves quickly – Real Time.<br />Customer questions or @ mentions need a prompt response<br />Negative comments must be dealt with especially promptly <br />
  51. 51. Two Great FREE Tools for Monitoring Twitter…<br />http://search.twitter.com/<br />Create RSS Feed<br />@ mentions<br /># mentions<br />Brand mentions<br />Any keyword(s)<br />Location based<br />
  52. 52. Two Great FREE Tools for Monitoring Twitter…<br />http://software.engraph.com/managementionnotifier/default.aspx<br />Email Alert<br />Or Text Alert<br />Specific<br />@ Mentions<br /># Mentions<br />
  53. 53. Monitoring fan posts on your facebook page is a manual process.<br />Automatic notifications of fan activity are not possible at this point.<br />Try scheduling a set time mid morning, mid afternoon and end of day when you check briefly for any posts.<br />
  54. 54. The good news…<br />Facebook wall posts are typically less time sensitive than twitter<br />Comments can be shared and reposted but not with the same speed and ease as twitter<br />
  55. 55. Get Ready For Location Based Networks<br />Soon to be joined by….<br />
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  59. 59. http://foursquare.com/businesses/<br />
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  61. 61. For Further Assistance:<br />Ben Smith<br />Social media manager<br />bsmith@ljworld.com<br />Twitter.com/benasmith<br />Whitney Mathews<br />Social media strategist<br />wmathews@ljworld.com<br />Twitter.com/whitneymathews<br />

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