This document provides a summary of a new media and social media workshop given at the Foreign Service Institute. It outlines the course details including instructors, dates, and curriculum. It also covers various new media and social media topics discussed in the workshop such as search engine optimization, social networking, blogs, wikis, and more. Case studies and real-world examples are provided for many of the concepts.
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Social Media and New Media Workshop (FSI) PY363 - Day 3
1. New Media and Social Media Workshop
Tsevis
Foreign Service Institute – Department of State
School of Professional and Area Studies
Public Diplomacy Division Director: Matthew Lussenhop
Instructors: Chris Degnan, Matthew Lussenhop, Eric Schwartzman
Course Number PY363
July 17, 2009
2. Housekeeping
• Breaks and Lunch
• Cell Phones
• Introductory Course
• Technical Problems
• Curriculum
• Handouts are Digital
• Twitter Hashtag #sm@state
• Spam Email Account
• Web Browsers
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3. Search Volume
*Based on the five major search engines including partner searches and cross-channel searches. Searches for
mapping, local directory, and user-generated video sites that are not on the core domain of the five search
engines are not included in the core search numbers.
**May data does not include search activity at Microsoft Bing, which was launched on June 1. Microsoft Bing
will be included with June qSearch data.
Source: comScore
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25. Writing for Search
Wit, irony, humor and style
Clever titles and headlines
Search engine technologists vs. marketing experts
AP – Headlines 40 characters or less
For People For Search
Section: “Real Estate” Section: “Homes”
Section: “Scene” Section: “Lifestyle”
Section: “Taste” Section: “Food”
Headline: “Unsafe sex: Has Jacob Zuma’s rape trial Headline: “Zuma testimony sparks HIV fear”
hit South Africa’s war on AIDS?”
Headline: “Tulsa star: The life and career of much- Headline: “Obituary: Gene Pitney
loved 1960’s singer”
Headline: “It’s Chemistry Over Pedigree as Gators Headline: “Gators Cap Run with First Title”
Roll to First Title”
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79. Facebook by the Numbers
• 12x growth since opening to nonstudents in
Sept. 2006
• 20m minutes spent in March 2008
• 6.4b minutes spent prior year
• Between 30m and 35m users
• Microsoft paid $240m for 1.6%, $15b value
• $145m ad revenue in 2007
• MySpace had $510m in ad revenue in 2007
• $0.15 CPM vs. $13 CPM at Yahoo!
Fortune Magazine, May 26, 2008
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92. Social Networking for PR
• Market research
• How to videos
• D.I.Y. videos
• Promote events
• Solicit donations
• Find influentials
• Build affinity groups
• Be community minded, not sales minded
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93. Naked Conversations
“Formality suppresses dialogue; informality
encourages it. Formal conversations and
presentations leave little room for debate. They
suggest that everything is scripted and
predetermined. Informal dialogue is open. It
invites questions, encourages spontaneity and
critical thinking...Informality gets the truth out. It
surfaces out-of-the-box ideas -- the ideas that may
seem absurd at first hearing but that create
breakthroughs.“
-Larry Bossidy, CEO, Honeywell
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97. Wikipedia – From Marketing Sherpa
Getting Listed
“Stub” articles
Propose articles for creation
Enlisting community member to create an article
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98. Wikipedia – From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
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99. Wikipedia – From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
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100. Wikipedia – Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
“Peacock Terms”
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106. Carry the Message
Online Communications Master Class
June 26, 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25, 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19, 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3, 2009 - Las Vegas
The Licensing Show | Map
Source: Social Media Training Calendar
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108. Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanpr.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
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