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Lee Aase
Chancellor, Social Media University, Global (SMUG)
April 29, 2013
Social Networking: From
Facebook to LinkedIn an...
Basic Social Media “Food Groups”
Agenda
• The Power of Social Networks
• Stretching Dunbar’s Number
• Facebook: Personal and Professional Applications
and ...
The Power of Social Networks
The Power of Social Networks
The Power of Social Networks
Dunbar’s Number
Social Networking in Plain English
• Clay Shirky
• Here Comes Everybody:The Power of
Organizing without Organizations
• Cognitive Surplus: Creativity and Gen...
Facebook
• Launched Feb. 4, 2004 at Harvard
• Dec. 2004 - Reached 1 million users
• May 2006 - Expands to add work network...
• Personal Profile
• Groups
• Pages
Three Ways to Interact in Facebook
• Your universal passport for Facebook
participation (and optional for many other
sites)
• Real names
• One profile per per...
• Clubs
• Informal Associations
• Projects
• Let’s create one!
Applications of Facebook Groups
Facebook Groups
Facebook Groups
Facebook Groups Privacy Options
Facebook Groups
Facebook Groups
Facebook Groups
Facebook Groups
http://leeaase.me/IBMRCTC
Facebook Groups
http://leeaase.me/IBMRCTC
• Join the Group
• http://leeaase.me/IBMRCTC
• https://www.facebook.com/groups/
421841064619922/
• https://www.facebook.co...
Kinds of Group Activity
• For relatively small or informal organizations
• Ad hoc teams and projects
• Community activism and organizing
• Easy to...
• For businesses, brands and formal
organizations
• Electronic equivalent ofYellow Pages
Facebook Pages
Facebook Pages
• Only a small percentage will typically see any
given post. If your page has 1,000 likes:
• April 2012: 160
• February 20...
Advertising Options
• Promote page
• Boost posts
• Set a budget
• Highly targetable
• Existing “Fans”
• Friends of Fans an...
Facebook.com/Privacy
On the Fly Post Privacy
Custom Privacy Per Post
PutYour Friends in Lists
Review and Maintain Lists
An Unexpected Result
Privacy Exercise
• Create your Direct Descendants (or similar)
list
• Write a Facebook post and share using
custom privacy...
LinkedIn
• Launched May 2003
• Largest professional network on the Internet
with >277 million members (93 million U.S.)
• ...
Making the Most of LinkedIn
• CompleteYour Profile
• Join Relevant Groups
• Contribute and Engage
• Request Introductions
CompleteYour Profile
Engage in Groups
Group Suggestions
Searching People
Searching People
Searching People
Searching People
LinkedIn Power Tips
Requesting Introductions
LinkedIn Power Tips
Corporate Web Social Traffic
Table of Contents
Before the Makeover
A Better Headline
Edit Contact Info
Pre-Makeover Summary
Updated Summary
• Think Niche - e.g.“Collection Agencies”
• Make language client-benefit oriented
• Join and participate in Groups
• Share ...
• Enhance your Headline
• Make your Web links more targeted and
descriptive
• Make your Summary more client-facing
In-Clas...
• The App
• Photo/Video Backup
• Communities
• Circles, Categorization and
Privacy
• Hangouts/Hangouts on Air
• SEO
A Few ...
Communities
The App
Photo/Video Backup
Photos
Circles/Categorization
Hangouts/Hangouts on Air
Google+ and Search
Recent Google+ News
• Lots of potential users due to Android
• Low engagement/time on site
• Technology may be useful in some cases, e.g.
• Ha...
Pinterest
• Launched March 2010
• Fastest to reach 10 million users
• Overwhelmingly female (>70 percent)
• Extremely “sticky”
Key P...
Mayo Clinic on Pinterest
• Vine
• Purchased by Twitter Oct. 2012
• Six-SecondVideos
• See “Fix in Six” by Lowe’s
• Instagram
• Purchased by Faceboo...
It’s Not a Land Rush
• You have company-approved tools
• Same basic social networking principles apply
Enterprise Social Networking
Next session is May 8
Content and
Conversations: Media
Creation and Sharing
Social Networking: From Facebook to LinkedIn and Beyond
Social Networking: From Facebook to LinkedIn and Beyond
Social Networking: From Facebook to LinkedIn and Beyond
Social Networking: From Facebook to LinkedIn and Beyond
Social Networking: From Facebook to LinkedIn and Beyond
Social Networking: From Facebook to LinkedIn and Beyond
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Social Networking: From Facebook to LinkedIn and Beyond

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Slides from a course I'm offering through a grant via Rochester Community and Technical College

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Social Networking: From Facebook to LinkedIn and Beyond

  1. 1. Lee Aase Chancellor, Social Media University, Global (SMUG) April 29, 2013 Social Networking: From Facebook to LinkedIn and Beyond
  2. 2. Basic Social Media “Food Groups”
  3. 3. Agenda • The Power of Social Networks • Stretching Dunbar’s Number • Facebook: Personal and Professional Applications and Protecting Privacy • Professional Networking in LinkedIn • Other Platforms • Enterprise Social Networking
  4. 4. The Power of Social Networks
  5. 5. The Power of Social Networks
  6. 6. The Power of Social Networks
  7. 7. Dunbar’s Number
  8. 8. Social Networking in Plain English
  9. 9. • Clay Shirky • Here Comes Everybody:The Power of Organizing without Organizations • Cognitive Surplus: Creativity and Generosity in a Connected Age • Clayton Christensen:The Innovator’s Dilemma • Wikinomics: How Mass Collaboration Changes Everything For Further Reading...
  10. 10. Facebook • Launched Feb. 4, 2004 at Harvard • Dec. 2004 - Reached 1 million users • May 2006 - Expands to add work networks • Dec. 2009 - Reached 360 million users • Oct. 2012 - Reached 1 billion users • Now: • 802 million daily active users • 1.28 billion monthly active users
  11. 11. • Personal Profile • Groups • Pages Three Ways to Interact in Facebook
  12. 12. • Your universal passport for Facebook participation (and optional for many other sites) • Real names • One profile per person • Control who sees what through privacy settings (more on that later) Personal Profile
  13. 13. • Clubs • Informal Associations • Projects • Let’s create one! Applications of Facebook Groups
  14. 14. Facebook Groups
  15. 15. Facebook Groups
  16. 16. Facebook Groups Privacy Options
  17. 17. Facebook Groups
  18. 18. Facebook Groups
  19. 19. Facebook Groups
  20. 20. Facebook Groups
  21. 21. http://leeaase.me/IBMRCTC
  22. 22. Facebook Groups
  23. 23. http://leeaase.me/IBMRCTC
  24. 24. • Join the Group • http://leeaase.me/IBMRCTC • https://www.facebook.com/groups/ 421841064619922/ • https://www.facebook.com/groups/ IBMRCTC/ • Leave a comment or ask a question In-Class Exercise
  25. 25. Kinds of Group Activity
  26. 26. • For relatively small or informal organizations • Ad hoc teams and projects • Community activism and organizing • Easy to start and build • Low barriers to participation Groups in Review
  27. 27. • For businesses, brands and formal organizations • Electronic equivalent ofYellow Pages Facebook Pages
  28. 28. Facebook Pages
  29. 29. • Only a small percentage will typically see any given post. If your page has 1,000 likes: • April 2012: 160 • February 2014: 60 • Future: 10-20 • Why? A lack of space in the newsfeed • “On a given day, when someone visits Newsfeed, there are an average of 1,500 possible stories we can show” Diminishing Organic Reach
  30. 30. Advertising Options • Promote page • Boost posts • Set a budget • Highly targetable • Existing “Fans” • Friends of Fans and other demographics
  31. 31. Facebook.com/Privacy
  32. 32. On the Fly Post Privacy
  33. 33. Custom Privacy Per Post
  34. 34. PutYour Friends in Lists
  35. 35. Review and Maintain Lists
  36. 36. An Unexpected Result
  37. 37. Privacy Exercise • Create your Direct Descendants (or similar) list • Write a Facebook post and share using custom privacy • Write another post that you share with all friends
  38. 38. LinkedIn • Launched May 2003 • Largest professional network on the Internet with >277 million members (93 million U.S.) • Particularly useful in B2B context
  39. 39. Making the Most of LinkedIn • CompleteYour Profile • Join Relevant Groups • Contribute and Engage • Request Introductions
  40. 40. CompleteYour Profile
  41. 41. Engage in Groups
  42. 42. Group Suggestions
  43. 43. Searching People
  44. 44. Searching People
  45. 45. Searching People
  46. 46. Searching People
  47. 47. LinkedIn Power Tips
  48. 48. Requesting Introductions
  49. 49. LinkedIn Power Tips
  50. 50. Corporate Web Social Traffic
  51. 51. Table of Contents
  52. 52. Before the Makeover
  53. 53. A Better Headline
  54. 54. Edit Contact Info
  55. 55. Pre-Makeover Summary
  56. 56. Updated Summary
  57. 57. • Think Niche - e.g.“Collection Agencies” • Make language client-benefit oriented • Join and participate in Groups • Share generously and with personality • Create your own group • Embed your Slideshare presentations and/or videos Other Key Tips
  58. 58. • Enhance your Headline • Make your Web links more targeted and descriptive • Make your Summary more client-facing In-Class Exercise
  59. 59. • The App • Photo/Video Backup • Communities • Circles, Categorization and Privacy • Hangouts/Hangouts on Air • SEO A Few +1’s on Google+
  60. 60. Communities
  61. 61. The App
  62. 62. Photo/Video Backup
  63. 63. Photos
  64. 64. Circles/Categorization
  65. 65. Hangouts/Hangouts on Air
  66. 66. Google+ and Search
  67. 67. Recent Google+ News
  68. 68. • Lots of potential users due to Android • Low engagement/time on site • Technology may be useful in some cases, e.g. • Hangouts • Communities • Worth watching because it’s Google Google+ in Summary
  69. 69. Pinterest
  70. 70. • Launched March 2010 • Fastest to reach 10 million users • Overwhelmingly female (>70 percent) • Extremely “sticky” Key Points on Pinterest
  71. 71. Mayo Clinic on Pinterest
  72. 72. • Vine • Purchased by Twitter Oct. 2012 • Six-SecondVideos • See “Fix in Six” by Lowe’s • Instagram • Purchased by Facebook in April 2012 • Square photos • 15-second videos What aboutVine and Instagram?
  73. 73. It’s Not a Land Rush
  74. 74. • You have company-approved tools • Same basic social networking principles apply Enterprise Social Networking
  75. 75. Next session is May 8 Content and Conversations: Media Creation and Sharing

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