Social media is more than just a new way to communicate. It’s a cultural revolution. Every second, two new members join LinkedIn. In 2013, 93% of marketers used social media for their businesses, and it has quickly become the number one activity on the web. On February 12, 2014, Cynthia Voth and Meghan Granito presented "Social Media for Professionals and their Businesses" to the International Right of Way Association Puget Sound Chapter.

1. Social Media for Professionals
and their Businesses
Cynthia P. Voth
Meghan L. Granito
Graham & Dunn PC
February 12, 2014

2. Introductions
 Cynthia Voth
• Marketing Director at Graham & Dunn
• User of:
• LinkedIn - 472
• Facebook - 230
• Twitter – 7 tweets and 15 followers
 Meghan Granito
• Marketing Coordinator at Graham & Dunn
• User of:
• Twitter – 21,000 tweets and 1550 followers
• LinkedIn – 500+
• Facebook – 465

3. Social Media Timeline
Source: idfive 2014

4. Social Media Game Changers
2003
2004
2006

5. What is Social Media?
 Social media refers to interaction among people in
which they create, share, and/or exchange
information and ideas in virtual communities and
networks.
 Social media differ from traditional media in many
ways, including quality, reach, frequency, usability,
immediacy, and permanence.

6. Why You Should Engage in Social Media
 Social media is for professionals and businesses too
• Modern yellow pages, but much better and more widely
used
• In 2013, 93% of marketers used online social media for
their business
• Social media is the number one activity on the web
Image Source: Google Images

7. Social Networking Sites
 Facebook
 LinkedIn
 Twitter
 Blogs (Blogger, WordPress)
 Pinterest
 Flickr
 YouTube
 The list goes on and continues to grow …
Image Source: VectorSpect

8. LinkedIn
There are two new LinkedIn users per second
Source: Statista 2014

9. LinkedIn User Profile - 2013
Source: Global Recruiting Roundtable

10. LinkedIn Effectiveness
Source: Quick Sprout

11. LinkedIn: Profile Basics
 Keep your profile complete and current
•
•
•
•
•
Profile photo
Customized headline
Summary vs. Experience
Volunteer experience
Education
 Skills & Endorsements
 Recommendations
 Personalized URL

12. LinkedIn: Think Before You Link
 Viewing profiles
 When to connect
 How to connect
 Following up with connections
 Recommendations
Image Source: Social Quickstarter

13. LinkedIn: Groups
 Number of LinkedIn Groups: 2.1 million
 Conversations per minute in LinkedIn Groups: 200
 Using LinkedIn Groups as a networking tool
• Share industry updates
• Facilitate/respond to discussions
• Industry events

14. LinkedIn: Groups
 Specific groups for Right of Way professionals

15. IRWA – Puget Sound Chapter 4
 LinkedIn

16. LinkedIn: Companies
 Number of LinkedIn company pages: Three million
 Responsible for 64 percent of all visits from social
media channels to corporate websites
 Reasons to use a company page:
•
•
•
•
Raise brand awareness
Promote career opportunities
Educate potential customers on products/services
Generate business leads and strengthen current
relationships

17. LinkedIn: Companies
 Graham & Dunn PC
 International Right of Way Association

18. Twitter
 What is Twitter?
 Twitter lists
•
•
•
•
•
Public Works
Attorneys
City Twitter accounts
DOT accounts
2014 Sochi Olympics
 Creating a handle

19. Facebook
 Personal vs. Professional
 Company pages

20. Using Social Media to Leverage
Your Business/Practice

21. Developing a Social Media Strategy
 Assessment
• Evaluate where you are, where you want to go and what
the wins will be along the way
 Setting realistic goals and objectives
• Increase website traffic
• Generate new leads
• Grow membership
 Audience
• Needs
• Wants
• Challenges

22. Developing a Social Media Strategy
 Connecting tasks to people
• Individual
• Marketing team
• Outside agency
 Creating content
• Consistent messaging
• When and where will it be shared (LinkedIn vs. Twitter)

23. Developing a Social Media Strategy
Source: Quick Sprout

24. Etiquette
Image Source: Google Images

25. Social Strategy: Next Steps
 Listen
• Discover what is being said to/about your company
• Find relevant communities and conversations
• Follow key influencers
 Engage in conversation
•
•
•
•
Enter into the conversation
Provide relevant content
Engage with influencers
Respond
 Measure and refine

26. A Different Approach

27. A Different Approach

28. Right of Way Industry on Social Media
 Thurston County Public Works: Twitter
 Pierce County Public Works: Facebook
 Seattle Department of Transportation: Flickr
 Universal Field Services: LinkedIn
 Sound Transit: Twitter

29. Thank You
Cynthia Voth, Graham & Dunn
Email | LinkedIn
Meghan Granito, Graham & Dunn
Email | LinkedIn