Social Media Tools - Twitter, Facebook and LinkedIn 101


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A quick overview of three basic social media tools: Twitter, LinkedIn, and Facebook along with a 101 on how to use social media to stay relevant; updated March 2011.

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Social Media Tools - Twitter, Facebook and LinkedIn 101

  1. 1. Twitter Basics 140 characters of pure awesomeness By N ic k A rmst ro ng :: @ImN ic kArmst ro ng h tt p://w w w.IAmN ic kArmst ro ng.comThursday, August 18, 11
  2. 2. Hi - I’m Nick! I’m 25 2 awards for web design in Colorado state-wide competition Doing web design for 13 yearsThursday, August 18, 11
  3. 3. What We’re Covering: Twitter basics Account creation, optimizing, best practices, finding followers, metrics and stats, tools LinkedIn basics Optimizing your profile, search results, metrics and stats Facebook basics Page vs Profile, Privacy, Optimization, Separation of Content Social Media Strategy for Business basics Toolkits, Teams, and Optimization, $Thursday, August 18, 11
  4. 4. What is Twitter? One-to-Many instant messaging 140 character messages or less - called a Tweet Each user has a username and avatar (picture) “Follow” users to see their Tweets Messages appear in the Main Feed (AKA Stream, Timeline)Thursday, August 18, 11
  5. 5. 5 Reasons Twitter is Useful 1 - Potential for huge Word of Mouth promotion 2 - Potentially improved customer service 3 - Incredibly fast information gathering 4 - Easier Online Reputation Management 5 - Improved Google Rankings ... but - it depends on how you use it!Thursday, August 18, 11
  6. 6. No More Excuses... Social media is a participation-based culture. You have to participate to get the most value. But, how much, how often, and how long you participate is entirely up to you. Source:, August 18, 11
  7. 7. Only Have 5 Minutes? Yes, you can have a useful exchange using social media tools if you only have 5 minutes. Nobody cares what you had for breakfast. They care about VALUE you contribute. Value is subjective.Thursday, August 18, 11
  8. 8. Setting Up Your AccountThursday, August 18, 11
  9. 9. Setting Up Your Account Go to Click on “Sign up now” Enter your full name Enter a descriptive username Enter a strong password Enter your common email address Answer the captcha, click on “Create my account” Follow the steps to find friends or skip ‘em for laterThursday, August 18, 11
  10. 10. Sweet! Okay, now what?Thursday, August 18, 11
  11. 11. Your avatar and username How many characters you have left (140 is the limit!) # of people you are following New tweets since Your last tweet # of people following you the page loaded # of lists you’re featured on The home feed Mentions Username and avatar feed Someone’s username Click on either to go (this is a mention) to this person’s profile Where the Tweet came from The retweet feed How long ago something was tweeted Favorite this tweet (publicly visible!) “New” Reply to this tweet (creates a link) retweet Tweet, of course! But about what?Thursday, August 18, 11
  12. 12. What’s in a Tweet? @ signifies the next word is a username @’s are used in @ Replies and ReTweets # signifies the next word is a hashtag d and a space, then a user name sends a direct messageThursday, August 18, 11
  13. 13. @ Replies @ Replies If a Tweet starts with @ - it is an “at reply”. You can click on an @UserName to go to that person’s profile. Whenever your name appears in an @ reply, it appears in your mentions feed (the menu option that has @YourUserName) Example: “@LeoLaporte Hey Leo - caught your show - it rocks!” Only my followers (people who follow @ImNickArmstrong) who also follow @LeoLaporte will see the tweet. If you put more than one username, they will see the tweet too. Example: “@LeoLaporte @AmberMac - Rock on.Thursday, August 18, 11
  14. 14. Direct Messages Direct Messages sent to you are only seen by you. Direct Messages sent by you are only seen by the person you sent it to. You can send a direct message to only one person at a time. You can’t send a direct message to someone who isn’t following you.Thursday, August 18, 11
  15. 15. Old-Style ReTweets ReTweeting is sharing someone else’s Tweets with your network. It’s a cool way to show respect on Twitter! “RT” and “via” are synonymous Copy and Paste the text you want to share, and type RT @UserName at the beginning or the end of the Tweet - where username is the name of the original author (@TheVanguard here)Thursday, August 18, 11
  16. 16. Click here Ron retweeted this to his followers (even if they’re not following me) “New” ReTweets Exposure to Tweeps you don’t know!Thursday, August 18, 11
  17. 17. Hashtags and Searches When you add # before a word, it becomes a Hashtag. Any tweet with that Hashtag in it appears in the results when you search for that tag. Hashtags (and terms) are searchable on Twitter. If a LOT of people tweet that hashtag (or term), it becomes a trending topic and is listed on and your sidebar. You can Google search to see what a hashtag means.Thursday, August 18, 11
  18. 18. Enter search term here Searches Like the CIA, only less scary...Thursday, August 18, 11
  19. 19. Your Home Feed The Tweets from everyone you follow appear here. Your Tweets will appear here, too!Thursday, August 18, 11
  20. 20. Your Mentions Feed This is the “@YourUserName” menu item. Any tweet that has your @UserName in it will appear here.Thursday, August 18, 11
  21. 21. When you mouse over a Tweet, three icons appear. One is for replying, one is for “new” RTs the other is for Favoriting. Click on the star to favorite. Your favorites appear in their own feed. These are visible to anyone. You can Favorite Tweets. Come back to them later, share them, make a highlight reel - whatever feels right.Thursday, August 18, 11
  22. 22. Adding Location Adding Location to your Tweets can be fun, but also quite dangerous if you have a stalker. Adding location adds a clickable link to a Google map of your location. Turn these on and off in Settings:Thursday, August 18, 11
  23. 23. Lists Creates a custom stream of just the users on the list. You can be added to a list without your permission or knowledge. People can follow your public lists.Thursday, August 18, 11
  24. 24. Create a New List Click on “New List” on the sidebar Give the list a name Describe the list (helpful for SEO) Determine if the list is public or private Private lists are only seen by youThursday, August 18, 11
  25. 25. Follow a List Find by clicking on “Lists” from a person’s profile. Follow just like you’d follow a person. Click here to followThursday, August 18, 11
  26. 26. Lists you’re on Lists you’ve made or follow Click here See Where You’re Listed Street Cred++Thursday, August 18, 11
  27. 27. What list feeds look like Click on the list you want to see from your sidebarThursday, August 18, 11
  28. 28. Basic Info Use your real name - you’re easier to find! Don’t change usernames often. People will search for you using your e-mail address, so use your most common one.Thursday, August 18, 11
  29. 29. Basic Info - Part 2 Put your website into the More Info URL The One Line Bio should have specific keywords you want associated with you - web designer, for example. Use a SPECIFIC location! City and state. You’ll be easier to find.Thursday, August 18, 11
  30. 30. Add a Profile Picture Your smiling face works best! Try to use the same avatar across all your social media accountsThursday, August 18, 11
  31. 31. Be Sure To Change Your Background/Theme! Try, August 18, 11
  32. 32. Protecting Your Account Only people you approve will be able to see your tweets Not valuable for SEO Harder to gain a followingThursday, August 18, 11
  33. 33. Finding People to Follow If you know their username, go right to their page and click on the “Follow” button. You can use your existing networks (Gmail, Yahoo!, and AOL) to find Twitter friends. You can also use the Search function by clicking on “Find People”.,, Twitter.Grader.comThursday, August 18, 11
  34. 34. Managing your Followers It’s okay to unfollow if you get tired of someone. It’s okay to block people you don’t want to follow you. Find a spammer? Click “Report @SoAndSo for spam”! No notifications are sent when you block, unfollow or report for spam. Don’t feel compelled to follow back everyone who follows you. Look for the “Verified Account” logo on celebrities’ profiles. Not there? It’s probably a fake.Thursday, August 18, 11
  35. 35. Twitter Soft ware Desktop: TweetDeck and Seesmic Web: HootSuite, Seesmic Phone: Tweetie, TwitterBerry Allows you to organize multiple accounts, see your Home Stream, Mentions Stream, Favorites, and Direct Messages - and any searches you create, all in one screen. You can even manage Facebook (Pages and Profiles), LinkedIn and MySpace accounts!Thursday, August 18, 11
  36. 36. Twitter Websites People-powered Twitter Yellow Pages Mr. Tweet ( Recommends relevant people Easily see who you’re following that isn’t following you back. Compare your Twitter account with others in your area. Source:, August 18, 11
  37. 37. Staying Safe Use a strong password - at least one upper-case letter, one lower-case letter, one number, and one symbol. Don’t click on DM links from people you don’t know (or that look suspicious!) Do not enter your username and password anywhere but the official Twitter site. Any 3rd party sites worth using will use OAUTH. OAUTH is a safe way to use 3rd party sites without giving away your username and password Usually there’s a link on those sites for “OAUTH” - click this pop-up will appear:Thursday, August 18, 11
  38. 38. Assignment Build your own Twitter profile!Thursday, August 18, 11
  39. 39. LINKEDIN BASICS Facebook for FogiesThursday, August 18, 11
  40. 40. LinkedIn Basics 5,000 Lifetime Network Invites. “3-deep” - you can see friends of friends of friends. Penalties for attempting to connect with those you don’t know (at least, if they say they don’t know you). Keywords, Keywords, Keywords.Thursday, August 18, 11
  41. 41. Basic Tips Keep a copy of your LinkedIn profile in a Word document. Use the Q+A section to gain expertise. Join groups to expand your network without using invites. Source:, August 18, 11
  42. 42. Quick Optimization Use the “Other” URL field to give each link a custom title. Select all the options under “Opportunity Preferences”. Create a Public Profile URL - your name works best, then check all options. This makes everything on your LinkedIn profile except contact info public (even to someone who doesn’t have LinkedIn). This benefits your personal SEO but hurts your privacy.Thursday, August 18, 11
  43. 43. Quick Metrics LinkedIn shows you who visits your profile (more or less). You can also use specific links to track if people are sharing or clicking on your content from LinkedIn status updates.Thursday, August 18, 11
  44. 44. Big Mistakes Don’t put anything besides your first and last names in the appropriate fields! Don’t use a bad photo! Don’t keyword stuff! Source:, August 18, 11
  45. 45. Assignment Follow the steps on the Quick Optimization slide.Thursday, August 18, 11
  46. 46. Facebook Basics for Business Not just for kegger headstands and stalking anymore... ... okay, maybe mostly for stalking.Thursday, August 18, 11
  47. 47. What is Facebook? If Facebook were a country, it’d be the 5th largest in the world (by population) Personal Profiles and Business Pages Groups, Events, Applications Walls, Status Updates, Photo Albums Source: PokesThursday, August 18, 11
  48. 48. Why Use Facebook? Easily share pictures, videos, and notes Easy integration with other social media tools Everybody and their mom is on Facebook (literally). Source:, August 18, 11
  49. 49. Sign Up Create a personal profile using the form on You can also create a page for your business here (not recommended - you lose out on some cool features, like apps).Thursday, August 18, 11
  50. 50. “T News” op Your profile Account Friend Requests Messages Updates Contextual Search Most Recent Stories Settings Requests Update your status here Create friend Friend lists here Suggestions Share this status Like this status Comment on this status Time/date status was published Events Expand comments Pokes The Home ScreenThursday, August 18, 11
  51. 51. Privacy Safest: set everything to “Friends Only” Set up Friend Lists and revoke privileges as needed Set Privacy settings now, before they become an issueThursday, August 18, 11
  52. 52. Privacy - Part 2 1 Any application your friends add can also see your information 2 Revoke application privileges before you add friends Each photo album has to be set individuallyThursday, August 18, 11
  53. 53. Privacy - Let’s Do It Now Click Account -> Privacy Settings. Click through each of Profile, Search, News Feed and Wall, and Applications, turning the settings to “Friends Only”. Uncheck any option that you don’t understand. You can also block people here - if you block someone, you disappear to them entirely. Make sure you block them first!Thursday, August 18, 11
  54. 54. Privacy - Friend Lists 1 Allows you to segment 2 your friends. Useful for pestering aunts and ex- girlfriends. Also useful for business contacts.Thursday, August 18, 11
  55. 55. 1 Click here or here 2 Create a Friend ListThursday, August 18, 11
  56. 56. Adding to the ListThursday, August 18, 11
  57. 57. Restricting based on List Click 1 2 Add a specific friend list here 3Thursday, August 18, 11
  58. 58. Adding a new friendThursday, August 18, 11
  59. 59. Account -> Edit Friends Click the X... Removing a friendThursday, August 18, 11
  60. 60. Page vs Profile Page Profile For Businesses For People Has Fans (and stats!) Has Friends (and lists!) Create content as Biz Create content as YOU Won’t get banned for Will get banned for Biz Biz use useThursday, August 18, 11
  61. 61. Huge Mistake #1: Creating a personal profile for a business.Thursday, August 18, 11
  62. 62. Huge Mistake #2: Allowing some high school kid to manage your Facebook marketing.Thursday, August 18, 11
  63. 63. Huge Mistake #3: Thinking your high school friends give a crap about your business life.Thursday, August 18, 11
  64. 64. Separate The Content Use the lock button to determine who can see what you post (you can set a default or change it for each item you post).Thursday, August 18, 11
  65. 65. The Best Pages: Have a landing page for new visitors Allow fans to post content along with the admins Encourage comments Use the FBML appThursday, August 18, 11
  66. 66. FBML Use it like an HTML-enabled text box to customize your page. Install by searching for the Static FBML app and clicking on “Add to My Page”Thursday, August 18, 11
  67. 67. Assignment Lock down your Facebook privacy settings.Thursday, August 18, 11
  68. 68. SOCIAL MEDIA STRATEGY Basics for BusinessThursday, August 18, 11
  69. 69. SETH GODIN’S HIERARCHY Attitude - Who you are and what you believe in. Approach - How you want to go about doing it. Goals - Things you want to accomplish. (3/6/9/12 mo) Strategy - Plans to accomplish your goals. Tactics - Executable, measurable parts of strategies. Execution - Do not start here. Most start here.Thursday, August 18, 11
  70. 70. CHOOSING TOOLS Focus on your objective and your strengths. If your objective is to produce interactive content, a written blog might not be the best way to go. If you have “a face for radio”, you might not want to do a video cast (or at least, find someone attractive first). Remove any barriers to entry.Thursday, August 18, 11
  71. 71. NUMBERS ARE UNIMPORTANT The best measure of your network is resonance. Resonance: your content is shared, reacted to, commented on, disputed, argued with, hated, loved, whatever. Resonance has two traits: velocity and volume. Faster + Louder = High Resonance.Thursday, August 18, 11
  72. 72. THE 101’S OF CONTENT Always add value: we don’t care what you had for breakfast. We DO care that the waiter was amazing. We DO care that it was the best coffee you ever had, if you tell us what kind and where to find it. Always Add Value. (But remember value is subjective.)Thursday, August 18, 11
  73. 73. CONTENT, CONTEXT, CONSISTENCY Create a publication schedule and STICK TO IT. Create content for your audience - are they ADD? Do short video or audio. Keep it relevant, fresh and engaging. Ask questions, respond quickly to comments or feedback. Add Value - link wherever possible.Thursday, August 18, 11
  74. 74. RULES OF ENGAGEMENT At least 50% of what you do should be interactions and conversations (@ replies, comments on blogs, whatever). 30% of what you do (or more) should be education. 10% can be off-topic, random, whatever. 10% can be sales or pitches or... whatever.Thursday, August 18, 11
  75. 75. MEASURE RESONANCE Track any link you share. Use to create links you can track in real- time. Use Google Analytics to track your website’s visitors. Be consistent with your sharing and measuring rates.Thursday, August 18, 11
  76. 76. NEGATIVE PUBLICITY... ... is just an opportunity for you to demonstrate how awesome your customer service is. Do not give a fake apology or get defensive - say “I’m Sorry” then make it better. Only delete or take retaliatory action when the negative publicity is 1) Patently False or 2) SpammedThursday, August 18, 11
  77. 77. EYE ON THE PRIZE The more value you add, the less you will have to sell. 10% pitches/sales can be too much sometimes. Network effectively; know who can be pitched and who shouldn’t be. Don’t resort to Squeeze Pages or Spammy Mailing Lists.Thursday, August 18, 11
  78. 78. ASSEMBLE YOUR TEAM You may need: Enough content creators to publish regular content A creative lead A marketing lead A metrics/analytics lead A damage control/customer service leadThursday, August 18, 11
  79. 79. ASSIGNMENT Outline Seth Godin’s Hierarchy of Success for your business.Thursday, August 18, 11
  80. 80. Q+A Time - Thank You! Time to ask and answer specific questions Twitter: @ImNickArmstrong (say hi!)Thursday, August 18, 11