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Catching Up with Social Media Basics


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Overview of personal professional use of social media, professional learning network development, and using social media tools with emphasis on Twitter, Facebook, and LinkedIn.

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Catching Up with Social Media Basics

  1. 1. CATCHING UP: SOCIAL MEDIA BASICS Understanding and Using Facebook, Twitter & LinkedIn for your personal/professional needs UJA Federation NY October 28, 2013
  2. 2. About Debra Askanase Former executive director, organizer, business consultant Digital Engagement Strategist for mission- driven organizations Twitter: @askdebra
  3. 3. Today’s Workshop: Lots to cover! 9:00 – Introductions/overview/goals of workshop 9:30 -- The social media landscape 10:00 – Personal/Professional Learning Networks (PLNs) 10:30 – Break! 10:45 – Understanding and using LinkedIn 12:00 – Lunch! 1:00 – Understanding and using Twitter 2:00 – Understanding and using Facebook 2:45 – Break! 3:00 – Mixing personal & professional, social media policies 3:30 – What’s next for social media? 3:50 – Wrap-up/takeaways/evaluation
  4. 4. Workshop Goals and Skills Objectives Developing a PLN Skills building Using skills towards PLN goals
  5. 5. How are you feeling?
  6. 6. WHAT IS SOCIAL MEDIA? …and who uses it?
  7. 7. “…highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content.” -Wikipedia, social media definition
  8. 8.
  9. 9. It’s really about conversations
  10. 10. …using these channels Blog Micro Blogging Image Sharing Video Sharing Podcast Wiki Social Networks Forum Ratings Social bookmark ing
  11. 11.
  12. 12. cial_networking_sites_update.pdf Largest use demographic: Hispanic Largest age demographic: 18-29 Urban/suburban: about equal Education level: High school + Income: all about equal
  13. 13.
  14. 14. US social network demographic trends Ages 18 - 29 Urban Top US social networks Tumblr Twitter Facebook Twitter Instagram Twitter Instagram Facebook LinkedIn On the rise Pinterest Instagram Tumblr Google +
  15. 15. Where you don’t always know everyone very well, but they all want to be there. Good for personalizing content, networking, and interacting personally through an individual account. Best used for individuals to share information, connect, and exchange ideas. Participate through the newsfeed or groups. The best parts are the hallway conversations. Everyone wants to talk. Find a tribe, hang out in the corner with them. Great for connecting with individuals, finding those with similar interests, and sharing. The Professional ConferenceThe Neighborhood Diner The Block Party
  16. 16. Transparent Trustworthy Value-added Conversational Willingness to be YOU Critical success qualities
  17. 17. This can result in online influence influence
  18. 18. 1. Content matters. Fresh and valuable content matters most. 2. Know who you want to talk with first, then talk. 3. If you’re not conversing, you’re not using social media properly. 4. Understand why people may want to talk with you. 5. Understand the culture of each social media channel. 6. Sharing is everything. Share 110% of the time. 7. It’s not about you, it’s about your network. 8. Listen. Not just once but constantly. 9. Participate and be yourself. 10. Practice abundance thinking >> include, share, amplify. 10 Tips for succeeding with social
  19. 19. PERSONAL/PROFESSIONAL LEARNING NETWORKS What is a PLN and why should I care?
  20. 20. “Lasting and substantive change can be best effected by a group of people connected to each other, to a leader and to an idea” -Seth Godin, Tribes author
  21. 21. A Personal Professional Learning Network is..? “…a network set up by an individual specifically in the context of her professional activities through online platforms to support her professional non- formal learning needs.” From “Understanding Personal Learning Networks,” by Krebs and Holley
  22. 22. Stages of PLN growth Building Maintaining Activating connections for purpose of learning From “Understanding Personal Learning Networks,” by Krebs and Holley
  23. 23. SocialMedia Engage Create Trust Moveto Action The (online community) social media activity funnel
  24. 24. Factors influencing choice building a PLN Communality – suitability of that person’s experience or expertise for learning Organization of the contact Network of a contact Reputation *Trustworthiness of people *Like-mindedness *Real potential for collaboration *Real potential for learning *play important roles in the building phase From “Understanding Personal Learning Networks,” by Krebs and Holley
  25. 25. Social Capital • Quite simply put: the effort put into and received from cooperative deeds • Investment in social relations produces returns On an org level, this is called “karma banking”
  26. 26. Role of Network Weavers In a healthy community, the network weaver forms relationships with many small clusters, and eventually connects individuals and clusters who may help each other. (Krebs and Holly) Anyone can be a network weaver, if you intentionally connect people and resources to each other. From “Understanding Personal Learning Networks,” by Krebs and Holley
  27. 27. What would you achieve with a Personal/Professional Learning Network? Will it address or solve a problem? What do you want to learn? ~ paired discussion ~ Develop your PLN Objectives Example objectives: “To find and learn more about the field from my professional peers in other organizations.” OR “To learn more about developments in Jewish education.”
  29. 29. 238 million members
  30. 30. Linkedin is all about utilizing connections
  31. 31. LinkedIn US demographics
  32. 32. Benefits of using LinkedIn
  33. 33. 34 Company Page Group Personal Profile Ads Metrics Has metrics/Insight s, targeted updates Limited metrics or apps. No metrics Metrics for CPC Features Highlight jobs, services, products Announcemen ts, promotions, jobs, featured discussion All kinds of apps, ways to highlight experience Can use very specific targeting What you can post Integrates photo, video, text, links Photos, links, discussion topics Integrates photo, video, text, links. Photo images The many ways to “Link In”
  34. 34. • Degrees of connection (get introduced) • Groups (allow all to connect with you) • Newsfeed (connect more deeply, get news) • Inmail (Send Linkedin message to someone you don’t know) Use LinkedIn to connect 4 ways
  35. 35. Using LinkedIn for your PLN 1. Optimize your profile and complete it 2. Create connections 3. Find groups of interest 4. Search your connections, and theirs 5. Message and reconnect/connect 6. Find brands/organizations to follow 7. Look at who’s viewed your profile 8. Look at who’s viewed your updates 9. Give and ask for recommendations 10. Comment on a group discussion
  36. 36. Optimize your personal profile 1. Optimize for search terms, keywords, phrases 2. Complete background summary section 3. Complete all job experience summaries 4. Try to get at least 100 connections 5. Add at least 5 recommendations 6. Add other areas: projects, publications, volunteer, interests 7. Complete advice for contacting you (at bottom) 8. Post an update to your home page
  37. 37. Your LinkedIn Home page
  38. 38. Who’s viewed your profile
  39. 39. Who’s viewed your updates
  40. 40. Follow LinkedIn channels (under interests)
  41. 41. Follow Linkedin influencers (under Interests)
  42. 42. Find Groups…begin connecting
  43. 43. Find companies to follow
  44. 44. Let’s practice!
  46. 46. Twitter500 million users 200 million active daily users
  47. 47. It’s about RELATIONSHIPS, not broadcasting
  48. 48. Nu….what IS this Twitter? Real-time conversation with anyone…about what you or they are interested in. • Find the people that you want to converse with and the interests to converse about, and fearlessly dive in. • Think of it as diving into the conversation at a party – no harm in walking quietly up to a group, listening for a while, then going for it. • Find the conversation and learn, connect, and expand your network.
  49. 49. Jumping in…
  50. 50. Your footer here 52
  51. 51. Twitter generosity
  52. 52. Creating your Twitter account - Picking a username (15 characters max) - Creating a bio (160 characters max) - Avatar - Header (1252 x 626 px) - Background - Use login verification (under security settings) - Check your apps periodically - Under privacy settings: select “Do not track” - Under privacy: Adding a location – your preference - Customize email notifications
  53. 53. Some basics… - Who sees what you tweet (live demo) really-sees-the-tweet-you-just-sent - What is private and what is not (live demo) - Creating lists to filter the noise - Using a 3rd party to filter the noise (Hootsuite, Tweetdeck)
  54. 54. Pro Tip: Use a third-party app to manage Twitter, such as Tweetdeck or Hootsuite • Manage the noise • Schedule tweets • Cross-schedule to other sites • View Klout scores • Focus on conversations and topics • Follow # (hashtags) of interest
  55. 55. 3rd party app: Tweetdeck
  56. 56. Understanding Twitter lingo Tweet RT = retweet MT = modified retweet @ = tweet directed at a particular user # = topic (fanciful or serious) DM = direct message #FF = follow Friday #ICYMI = in case you missed it ^ = right before the name of who tweets HT (or h/t) = hat tip w/ = with Via @ = a way to acknowledge content source
  57. 57. Twitter advice for newbies
  58. 58. Twitter etiquette • It’s totally ok to interrupt a public conversation • Tweeting 10 – 20 x/day is ok, but 10-20x/hour is not • Don’t spam your stream or one person • Don’t just tweet your own content • Do generously include others with “cc” or @ messages • Do generously share others’ content, give credit, have conversations • Join any Twitter chat, try to introduce yourself • Don’t spam your Facebook stream by connecting tweets to Facebook
  59. 59. Your footer here
  60. 60. Twitter resources What is Twitter? twitter-really-about If you @message, who sees it? the-tweet-you-just-sent Build your personal identity/brand Building a Twitter community Twitter engagement and best practices (curated)
  61. 61. Where to find tweeps • Twitter directories (and add yourself!) • • • Twitter’s native people search & suggested • Search bios: • • Follow people that others follow • Search hashtag conversations or twitter chats and follow those folks participating #jedchat, #jed21c, #commbuild, etc. (try too) • Use or Tweetdeck’s search • #FF recommendations you see • Ask your friends on Twitter who to follow!!
  62. 62. Start with the Fine 100
  63. 63. Let’s practice! The kitty makes it less scary to dive in, right?
  64. 64. Recheck: How are you feeling?
  66. 66. 1.15 billion active users
  67. 67. Personal Profile Group Page Ads Metrics No metrics. Can segment friend lists. No metrics or apps Has metrics/Insight s Metrics for CPC and CPM Apps Can use apps, no contests No apps. Group chat, doc share features Can use Apps, run contests None Advertising Is the audience for ads Cannot point ads Can point FB ads to your Page Can point to another FB Page or external site Who can post Must post as an individual Must post as an individual Can post as business or indiv. Posted by the Page or business The many faces of Facebook
  68. 68. Understanding Facebook’s newsfeed
  69. 69. Facebook “healthy checks” 1. Complete your About section wisely 2. Segment friends into lists 3. Understand privacy settings: Set what others can/cannot view 4. Review apps settings regularly 5. Create secure browsing and log-ins 6. Public posts are PUBLIC – review your timeline 7. Friend those you know 8. FB chat/message is just that – use it wisely
  70. 70. This is where you access all your settings
  71. 71. Create & review friend lists To create a new custom friends list: • From your “Home” page, scroll down to the Friends section and click More • Click Create List • Write in the list's name • Enter the names of friends you want to add to this list in the Members section • Click Create
  72. 72. Review your entire activity log
  73. 73. Review timeline/tagging settings Find at
  74. 74. Review privacy settings
  75. 75. Review app settings
  76. 76. Review ad settings
  77. 77. Using Facebook for your PLN 1. Create friend lists 2. Find groups and Pages of interest 3. Look out for events 4. Message and reconnect/connect 5. Find people to follow 6. Follow or create interest lists 7. Decide how personal/professional will mix 8. Search for hashtags and see where they take you 9. Find Interest lists to follow 10. Participate in groups of interest 11. Find and tag people in conversations
  78. 78. Public posts are…very public!
  79. 79. 10 things to try on Facebook… 1. Tag someone in a comment 2. Tag someone or an organization in an update 3. Use a Facebook hashtag 4. Tag someone in a photo 5. Add/upload an image to a Facebook update 6. Create an unique Facebook cover photo 7. Add life events 8. Add a Note 9. Add in Instagram 10. Create a Facebook Event
  80. 80. Let’s practice!
  81. 81. MIXING PERSONAL & PROFESSIONAL Where’s the line? Is there a line? Plus, the role of social media policies at work
  82. 82.
  83. 83. Leaders are expected to be online & receptive • New expectation of “access” to leaders and org staff • Desire to “know” leaders and staff • Leaders are expected to listen to the online chatter • Leadership transcends the bricks and mortar location, extends to online locations • Vision and POV expected to be shared where stakeholders are accessible • Being online = being “open,” no social footprint = being “closed”
  84. 84. Your footer here Professional versus personal Twitter
  85. 85. Exactly how personal?? You entirely Your interests + your professional voice Your professional voice + your interests The distanced professional Would your mom read it and cringe? Are you able to truly converse?
  86. 86. The personal/professional challenge • What would you gain by separating you & you? • What would you lose? • How would it help your PLN? Would you have to create a whole new PLN?
  87. 87. SM policy resources for organizations Pinterest board of social media policies • policies/ Downloadable (PDF) workbook for Jewish organizations: •
  88. 88. The social media policy playbook
  89. 89. What will you do next week in social media?">sara |
  90. 90. Email: Website: Blog: Linkedin: Twitter: @askdebra Other slides: Telephone: (617) 682-2977 I’m always happy to answer follow-up questions!