MOVING FORWARD WITH SOCIALMEDIA: HOW DIFFERENTPUBLICS CAN USE IT TO THEIRBENEFIT
How do companies Are these sites and consumers use changing the way we these Social Media interact face to face? sites?What are theadvantages and Are consumers anddisadvantages of businesses doing theeach site in same things withperspective of a social media?Business? Aconsumer?
HOW BUSINESSES ARE USING FACEBOOK• Marketing• Recruiting• Screening tool• Brand awareness• New product feedback• Relationship building
HOW CONSUMERS ARE USING FACEBOOK• Marketing (Themselves)• Recruiting (Friending People)• Screening tool (Facebook Stalking)• Brand awareness (Posting pictures)• New product feedback (The “Like” Button)• Relationship Building (writing and posting on timelines)
IN THE LONG RUN… BUSINESSESARE USING FACEBOOK THE SAMEWAYS CONSUMERS ARE…ANDIT’S WORKING.
USING FACEBOOK FOR BUSINESSES ADVANTAGES DISADVANTAGES• Specific Marketing • You don’t own the Plan information• Great for local • Takes a long time to find businesses interested parties• Advertising • Time consuming• Targeted Traffic • Negative comments• Easy way to • Spam and scams communicate • Subscriptions• Continuous online buzz• Emotional connectivity
FACEBOOK FOR CONSUMERS ADVANTAGES DISADVANTAGES• Instant • Less personal• Connect with people relationships you may not see every • Time consuming day • Relationship overload• Connect with brands (Dunbars #) and businesses • “Private” data is shared• Free communication with applications• Meet people with similar interests
USING FACEBOOK FOR RECRUITING Isn’t this what LinkedIn is for?Reasons:• Age demographic of those that use Facebook• Social media job increase… can users really use social media? • Push to use Facebook fan pages to post jobs• Are they a good fit for the company?• Will they make the company look bad? • Screening tool before employers even look at resumes
REASONS EMPLOYERS USE FACEBOOK OVERLINKEDIN FOR RECRUITING1. It’s more engaging.2. Facebook is where the action is3. It’s free.4. It’s a bigger network.5. It’s more open.6. The Like button.7. It’s better for branding.
HOW FAR IS TOO FAR? SHOULD EMPLOYERS BASES WHO THEY HIRE OFF OF PERSONAL FACEBOOK ACCOUNTS?No password no paycheck • Laws and regulations recently passedMisinterpretation of information • Difference between personal life and work lifeOnly if it proves criminal activity • What does this mean for college students posting pictures of underage drinking? Bottom line… if you dont want someone to see it; dont post it.
"the largest andmost powerfulbusinessfocused socialmedia network"-Debra Forman
LINKEDIN VS. FACEBOOK (TWO VERY DIFFERENT COMPANIES)LINKEDIN FACEBOOK • professional social network that • a true social platform focuses on job seekers and recruitment • social platform designed to allow people to share and • website is designed as an communicate with one another information rich system; not a photo and personal sharing • many professionals find facebook a bit frightening system like other social media tools • facebook is more of a platform, • linkedins business value is not so much an application driven by its ability to grow, • mixing professional and monetize, and expand the personal networks can be very professional network tricky • much more of a corporate and • facebook is more of a friendly business related tool community, focused around sharing photos, keep in contact with friends/family etc.
LINKEDIN IS STRONGER THAN FACEBOOK: 3 REASON WHY 1. BUSINESSES FLOURISH a. linkedin and facebook are both great places for businesses and consumers to share content, but the type of content they share is completely different i. Facebook 1. content from justin beiber to cats to businesses (important business content may get lost in all this clutter) ii. Linkedin 1. content largely related to marketing and business and has a higher chance of being seen, great platform for businesses to share ideas and distribute similar content 2. B2B AND LEAD GENERATION a. Not only is linkedin great for businesses and their content, it has a very competitive percentages with facebook and twitter when it comes to B2B and lead generation 3. "LIKES HAVE MORE WEIGHT" a. on linkedin, users are very careful about what they post, who they link to, and what they link/comment/share on b. linkedin is a site where people are judged for who they are career wise so if people like/comment/share something of yours, that "like" holds much greater value than it would on facebook and twitter, where likes/retweets happen every second
ABOUT LINKEDINACCORDING TO LINKEDINS CHIEFEXECUTIVE THERE ARE 3 MAINOBJECTIVES CONNECTIONS • Be the • similar to friends professional on profile of record facebook, linkedi • ensure that users n allows you to are connected to have essential sources connections of professional which usually is insights a list of business contacts, employ • work wherever ers, employees, f members work riends etc.
HOW BUSINESSES ARE USING LINKEDINLINKEDIN COMPANY PAGES COMPANY PAGES FOR A BUSINESS--> • It’s a centralized location where • GIves the company or business millions of LinkedIn members the opportunity to: can go to stay in the loop on o tell your company news, products and company/businesses story services, business opportunities o highlight your products and job openings and services o engage with followers o share career opportunities o drive word of mouth at scale
WHO USES LINKEDIN?MAIN USERS OF LINKEDIN INCLUDE: BENEFITS: • small businesses • create hundreds of connections • new users that can help promote your business or help people find • students jobs • job seekers • stay connected to past • entrepreneurs employees/employers • attorneys • access for business to find your resume • business development • gives companys/businesses a • consultants public face • journalists • and much more.. • non-profits • venture capitalists
HOW STUDENTS ARE USING LINKEDINAS A LEADING PROFESSIONALNETWORK ON THE WEB,LINKEDIN ENABLES STUDENTSTO: • connect with faculty, classmates, and family professionally • search and find new opportunities for internships and full time positions • manage what potential employers learn about you from the internet • ability to create direct connections with potential employers • easy resume type profile • social networking with classmates and professionals • make connections within a certain industry that pertains to your interests
TWITTERThe fastest, simplest way to stay close toeverything you care about.
ADVANTAGES OF TWITTER• NETWORKING• MARKETING• DIRECT COMMUNICATION• SIMPLE/STRAIGHTFORWARD APPROACH• CHARACTER LIMIT- 140• UP TO DATE WITH ALL THE LATEST NEWS• TWITTER IS A DEMOCRACY• HAPPENS IN REAL TIME
DISADVANTAGES OF TWITTER• SPAM AND FAKE USERS• CHARACTER LIMIT• IMPERSONAL RELATIONSHIPS• REDUCING COMPASSION• TIME CONSUMPTION
HOW BUSINESSES ARE USING TWITTER• FREE MARKETING• EASILY REACHING THEIR TARGET MARKETS• HASHTAGS• PROMOTION/GIVEAWAYS• CUSTOMER FEEDBACK• KEEPING UP WITH COMPETITION• BRAND AWARENESS• DRIVE WEBSITE TRAFFIC• MONITOR BRAND REPUTATION• KEEP UP WITH THE LATEST TRENDS IN YOUR INDUSTRY
THE AVERAGE USER AND TWITTER • UP TO DATE AND TIMELY NEWS REPORTS • CONNECTING WITH FRIENDS, FAMILY, AND CELEBRITIES • NETWORKING • VENTING • KEEPING UP WITH FAVORITE TEAMS, BANDS, AND BRANDS • POLITICS • ENTERTAINMENT
EVOLUTION OF TWITTER July 2010: Twitter starts offering personalized suggestions of users to follow with a feature called “Suggestions forMarch 2006: Jack Dorsey creates Twitter. On March You.”21, he publishes the first tweet ever. August 2010: Twitter launches the “Tweet Button,” anApril 2007: The Twitter service becomes its own official option for web publishers to count retweets and letcompany. their readers easily share content .November 2008: Twitter passes 1 billion tweet September 2010: Twitter begins rolling out the newmark. Twitter.com web interface.March 2009: Twitter turns 3 on the heels of a Nielsen February 2011: Egyptian President Hosni Mubarak stepsOnline report indicating Twitter grew 1,382% year-over- down amid a groundbreaking digital revolution in whichyear. Twitter played a much-debated role. Users, among other methods, put hashtags #Jan25 and #Egypt in theirJuly 2009: Twitter earns spot in Collins English tweets. Rumors swirl about whether Google orDictionary as a noun and a verb. Facebook will buy Twitter for as much as $10 billion.October 2009: Twitter passes the 5 billion tweet March 2011: Twitter turns 5 and sees the return of Twittermark. inventor and co-founder Dorsey, who officially comes backFebruary 2010: Users start clocking in more than 50 to the company as executive chairman. Also, Sharespostmillion tweets per day. values Twitter at $7.7 billion.April 2010: Twitter’s advertising platform, Promoted May 2011 (as of May 4): Twitter use ramps up on May 1Tweets, go live. with speculation and subsequent confirmation ofJune 2010: Twitter users set a new record for tweets terrorist Osama bin Laden’s death. At one point thatper second — 3,085 — during Game 7 of the NBA night, Twitter records 5,106 tweets per second, which isplayoffs between the L.A. Lakers and the Boston the third highest tweets-per-second tally.Celtics. That record was short-lived though, as usersbroke it later in the month with 3,283 tweets per secondat the end of the World Cup match between Japan andDenmark.
PROMOTING TWEETS Advertising with Twitter• TWEETS PURCHASED BY ADVERTISERS WHO WANT TO REACH WIDER GROUP OF USERS• ADVERTISERS PAY FOR THEIR PLACEMENT OF THESE TWEETS