This document provides an overview of using social media for engagement with large audiences. It begins with the session objectives, which are to demonstrate awareness of using social media professionally and managing digital identities. The outline includes discussing key social media platforms and trends, professional practice guidelines, and developing a 7-step social media strategy. Platforms discussed include LinkedIn, Twitter, Facebook, and blogs. It stresses managing personal and professional identities separately, protecting privacy and security, thoughtfully connecting with others, regularly engaging while considering goals and audience, and continuously evaluating one's digital presence.

1. pepnet #9
Engagement with large audiences –
social media
Kirsten Thompson
@_KirstenT | K.Thompson@adm.leeds.ac.uk

2. By the end of this session you will be able to:
1. Demonstrate awareness of social media and the potential key
uses it can have for you professionally
2. Recognise the benefits and challenges of managing personal
and professional digital identities
3. Recognise the benefits and challenges of different levels of
engagement and interaction with social media
4. Demonstrate awareness of the key issues relating to identity
management, public digital communications and online safety
5. Design your social media strategy
Outcomes

3. 1. Key platforms and trends
2. Professional practice
3. Your social media strategy
Outline

4. 1. Key platforms and trends

5. “Social media is defined as any facility for online publication
and commentary (including videos) that allow for
communication in the open.
Widely-used third party social media platforms, including but
not exclusively Facebook, Twitter, LinkedIn, Academia.edu,
Foursquare, Google+, YouTube, blogs and other social,
interactive platforms, present useful mechanisms for sharing
information and engaging with a range of audiences.”
(UoL draft guidance)

6. The most powerful business search engine
Online CV + groups and discussion areas
Contacts = Connections
Job hunting, career development and connecting with
professional peers.

7. Micro-blogging application
Tweet = 140 characters + include links, photos and videos
Contacts = Followers
Latest news, global networking, dissemination, having a
conversation.

8. http://www.neomobile-
blog.com/how-to-
create-perfect-tweet-
neomobile-tip/

9. Personal Timelines +
Groups and Pages
Contacts = Friends
Personal Timelines best
for private, personal use.
Timeline “subscribe”
feature useful to share
public posts but careful
management required.

11. FB Interests:
create a feed
of pages or
friends with a
particular
interest
(similar to
Twitter lists)
http://www.socialbakers.com/re
sources/reports/regional/united
-kingdom/2015/january/

12. 2. Professional practice

13. “Don’t say (or do) anything you
wouldn’t on 5 Live.”
Personal vs. Professional

15. University
guidance

16. 3. Your social media strategy:
7 steps to developing your
social media strategy

17. 1. Review
Your digital identity =
everything about you on the
web
You cannot control your digital
identity but you can manage it
Review your existing presence
Delete any unused accounts
Monitor chatter about you and
your work

18. 2. Plan
What are you aiming to achieve?
Identify platforms used by your
peers and/or target audience
Research policies from any
relevant bodies to which you
belong
Understand platform terms of use
Consider boundaries between
personal and professional identities

19. 3. Brand
Be consistent
Use vanity URLs
Use your professional title
Include “own views”
Be clear about your
professional interests >
SEO!

20. 4. Protect
Online conduct:
• Existing laws apply
• Privacy and anonymity do not =
protected
• Impact of sharing opinion
Mobile and security:
• Use official and trusted third-party
apps
• Privacy – what else are you
sharing?
• How secure is your mobile
device?

21. 5. Connect
Be selective regarding who you
connect with publicly online
Most employers screen prospective
candidates on social media
Make relevant professional
connections
No rules about duration of social
media relationships/connections but
be strategic
Use mobile apps to keep in touch
with your networks

22. 6. Engage
Level and frequency = your choice
but considers your aims, global
audience
Plan content and time
Mode of address and language
Keep it relevant
Think/read before you post, share,
like
Acknowledge those who
communicate with you but ignore,
block and report spammers
Consider communication policy –
manage expectations

23. 7. Evaluate
Continue to review your digital
identity and evaluate your social
media activity
Keep updated with platform
developments to platforms
Monitor your privacy settings
Keep apps updated
Keep updated with legal
developments
Have an exit strategy

24. Plan you social media strategy

25. Questions?

26. Thank you