Foshay Social Media Basics

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Presentation to Foshay Tech Academy (12th grade) in Los Angeles, CA. March 1, 2010

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Foshay Social Media Basics

  1. 1. Foshay Tech Academy: How to create a social media presence Esther D. Kustanowitz March 1, 2010
  2. 2. Foshay Tech Academy: How to create a social media presence <ul><li>Audience – finding the right people </li></ul><ul><li>Adding Value – contributing to conversations </li></ul><ul><li>Tools – using available tools to reach your audiences where they are </li></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>Blogs & online publications </li></ul></ul></ul>
  3. 3. Today’s Goals <ul><li>Introduce new social media tools and outlets </li></ul><ul><li>Learn a few new skills/resources </li></ul><ul><li>Learn to understand social media culture </li></ul><ul><li>Use personal Facebook experience to learn how to use FB to promote your clients </li></ul><ul><li>Learn about the culture and format of Twitter & blogs; how they can help </li></ul>
  4. 4. Visualizing Social Media Culture <ul><li>The power of networks and personal recommendations more important </li></ul><ul><li>Amazon – sold books, then added “social” </li></ul><ul><li>Crowdsourcing challenges and offering responses: </li></ul><ul><ul><li>Wish fulfillment machine (example: Best Buy ad – twelpforce ) </li></ul></ul>
  5. 5. Creating Relationships, Adding Value <ul><li>Social media savvy-folks like to be “in the know” – VIP info list </li></ul><ul><li>Creating relationships with clients establishes you as an inside source </li></ul><ul><li>Become part of the conversation beyond self-promotion => “adding value” </li></ul><ul><li>Trust brings referrals – forwarded emails, shared posts, retweets etc. </li></ul>
  6. 6. Effective Social Media Interactions <ul><li>Commitment to relationship-building </li></ul><ul><li>Involvement in public infostream </li></ul><ul><li>Initiating & participating in conversations </li></ul><ul><li>Authentic voice </li></ul><ul><li>Adding value (self-promotion is secondary) </li></ul>
  7. 7. Pitching Your Audience <ul><li>Every tweet, FB invite or blog post is an opportunity – PR/add value </li></ul><ul><li>Knowing the audience, showing you know the audience, pitching appropriately </li></ul><ul><li>Adding value </li></ul><ul><ul><li>What you value, but through a lens of… </li></ul></ul><ul><ul><li>What your intended audience values </li></ul></ul><ul><ul><li>“Please give”  “Please receive” </li></ul></ul>
  8. 8. Social Media Immersion Process <ul><li>Learning (Homework) </li></ul><ul><li>Understanding (“A-ha!”) </li></ul><ul><li>Taking Action (Moving Ahead) </li></ul>
  9. 9. Learning (Homework) <ul><li>Explore tools that make social media more accessible (Mashable, Inside Facebook, Twitter’s “Goodies”) </li></ul><ul><li>Visit social media of other orgs (film festivals, films, gaming labs): what can you “borrow” or do better? </li></ul><ul><li>Resources: 140 Characters Conference - http://lax.140conf.com/schedule </li></ul>
  10. 10. Facing Facebook: Questions to Consider <ul><li>Group or Fan Page? </li></ul><ul><ul><ul><li>Groups foster group discussion around a topic </li></ul></ul></ul><ul><ul><ul><li>Pages allow entities (public figures and organizations) to broadcast information to fans </li></ul></ul></ul><ul><li>Who will be responsible for posting content? How often? </li></ul><ul><li>What will the tone be? </li></ul><ul><li>Will you link FB with other social media (blog or Twitter)? </li></ul><ul><li>How will you “add value” to conversations? </li></ul>
  11. 11. Facing Facebook: Professionally <ul><li>Not your personal Facebook page </li></ul><ul><ul><li>No inappropriate photos, Farmville, etc </li></ul></ul><ul><ul><li>Keep tone similar to that of the project </li></ul></ul><ul><li>Follow your instincts, personal experience </li></ul><ul><ul><li>What do you like? (discussion on friends’ walls, Scramble) What annoys you? (Farmville, perhaps?) </li></ul></ul><ul><ul><li>What inspires you to act? (friends in need, causes) </li></ul></ul><ul><ul><li>Which events do you respond to or ignore? </li></ul></ul><ul><ul><li>Create events, fan pages, etc that you’d want to follow, that add value to your life </li></ul></ul>
  12. 12. Twitter Basics <ul><li>Twitter– FB status update in 140 characters </li></ul><ul><li>Makes your brand accessible </li></ul><ul><li>Allows fast customer service </li></ul><ul><li>Shows that you’re problem-solving in public – “transparency” </li></ul><ul><li>“ Listening” to conversations provides: </li></ul><ul><ul><ul><li>“ the market” / instant focus group </li></ul></ul></ul><ul><ul><ul><li>World/community news & and trends </li></ul></ul></ul><ul><ul><ul><li>Being there first </li></ul></ul></ul>
  13. 13. Talking Twitter: Setup <ul><li>Logistics of setting up an account </li></ul><ul><li>Choosing your handle </li></ul><ul><ul><li>Your name (like, @estherk) </li></ul></ul><ul><ul><li>Your org’s name (@indiegogo) </li></ul></ul><ul><ul><li>A project’s name (@jdubrecords) </li></ul></ul><ul><li>Touring the site, becoming familiar </li></ul><ul><ul><li>Replies/@/Mentions; DM; RT, HT (hat tip), #hashtags </li></ul></ul><ul><li>Finding followers (uploading your address book, other people’s followers, other people’s lists) </li></ul><ul><li>Listening to chatter, asking & responding </li></ul>
  14. 14. Talking Twitter: Content <ul><li>Be brief – use the right words to convey mission, add value </li></ul><ul><li>“ share with the class” - link to/RT others </li></ul><ul><li>Abbreviate URLs with bit.ly, j.mp </li></ul><ul><li>Use # to hashtag (tab in a file cabinet) </li></ul><ul><li>Use a viewer (Tweetdeck) – “Goodies” </li></ul><ul><li>Check out: @indiegogo, @kickstarter </li></ul>
  15. 15. You’re Blogging, and You Don’t Even Know It… <ul><li>Blog is short for weblog = CMS (content management system) for online publishing </li></ul><ul><li>People read blogs without knowing it (Gawker, TMZ, NYTimes, other publications) </li></ul><ul><li>Writing, reading & commenting on blogs </li></ul><ul><ul><li>promote your organization </li></ul></ul><ul><ul><li>start new conversations </li></ul></ul><ul><ul><li>adding value to existing conversations </li></ul></ul>
  16. 16. Basics of Blogging: Strategy <ul><li>Do you need a blog? </li></ul><ul><li>Read blogs, see what’s out there </li></ul><ul><li>Blog will need regular content (staff time) </li></ul><ul><li>Comments should be open, but can be moderated (staff time) </li></ul><ul><li>Blog should reflect project’s goals, but also add value to larger conversations </li></ul><ul><li>What are competing blogs/orgs blogging about? What can you add to the conversation? </li></ul>
  17. 17. Basics of Blogging: Posting <ul><li>Technical </li></ul><ul><ul><li>Check with web team: is blog technically possible? </li></ul></ul><ul><ul><li>If not, use Blogger.com, Typepad.com or Wordpress.com </li></ul></ul><ul><ul><li>Name the blog - create a relevant, short-ish URL </li></ul></ul><ul><li>Content </li></ul><ul><ul><li>Posts about 400 words (one screen length) </li></ul></ul><ul><ul><li>Grammar, punctuation, style </li></ul></ul><ul><ul><li>Hyperlink to other sites (helps w/readership) </li></ul></ul><ul><ul><li>Reflect the values/themes of your project </li></ul></ul><ul><ul><li>Post regularly </li></ul></ul><ul><ul><li>Use photos, videos, images </li></ul></ul>
  18. 18. Understanding <ul><li>Social media routine </li></ul><ul><ul><li>Check Twitter/Facebook page at least once a day </li></ul></ul><ul><ul><ul><li>Read the people you follow – participate in conversations </li></ul></ul></ul><ul><ul><ul><li>Upload address books, identify contacts using FB and Twitter </li></ul></ul></ul><ul><ul><ul><li>Share a group/event with friends who are “mavens” or hubs” </li></ul></ul></ul><ul><ul><li>Visit blogs of your choice </li></ul></ul><ul><ul><ul><li>click on headlines; monitor/join a conversation </li></ul></ul></ul><ul><li>Ask questions! </li></ul>
  19. 19. Taking Action <ul><li>Determine your project voice or voices </li></ul><ul><li>Identify person/people to Tweet/FB for your project (at least daily) </li></ul><ul><li>Identify newsy angles (Google Alerts), use as hook to promote projects in online conversations </li></ul><ul><li>Consider starting a blog, so you can host conversations </li></ul><ul><li>Find “mavens”/“hubs” in your community, invite feedback and partnership </li></ul>
  20. 20. Resources Available <ul><li>Mashable.com and Inside Facebook e-mail </li></ul><ul><li>Google Alerts to bring you articles of interest </li></ul><ul><li>NYTimes technology columnist David Pogue on Twitter: http://pogue.blogs.nytimes.com/tag/twitter/ </li></ul><ul><li>Twittersearch, @indiegogo, @kickstarter – check out their followers </li></ul>
  21. 21. How to Find Me <ul><li>[email_address] </li></ul><ul><li>http://twitter.com/estherk </li></ul><ul><li>http://facebook.com/estherkustanowitz </li></ul><ul><li>http://myurbankvetch.com </li></ul><ul><li>http://jdatersanonymous.com </li></ul><ul><li>http://blog.beliefnet.com/idolchatter </li></ul><ul><li>http://roicommunity.org </li></ul><ul><li>http://youtube.com/EstherK </li></ul>

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