What is Social Media? People having Conversations Online The Conversation makes it different from traditional media Process of discussing and sharing is what amplifies your message. It is a communications tool. Also it is Digital Media = Publishing Not just talking about other peoples stuff, we have to make our own. Publishing is what makes good social media work Social and Digital Media has changed the way people find things “Social, be prepared to have the conversation; Media, make it something worth sharing.”
An example of How social media works in the real world the world we inhabit, the world of construction.
Notice that we’re talking about an individual here If they have a properly prepared profile on Linkedin, this is what happens next.
Because Linkedin is so big and public profiles are indexed by google, its the best way to be found by google, which is where everyone looks. This listing appeared 24 hours after we tweaked his profile back in 2009 – within a week it was right at the top. The developer (or anyone else) who doesn’t know Peter, has enough information to click through from google and he arrives here:
This is what you see if you click through. His Public Linkedin profile (not the same as the one you see if you are a Linkedin User – you don’t even have to know what Linkedin is) Designed to tell a target visitor everything they want to know about Peter. Is this the right Peter Wells? What does he do? How do I get in touch or find out more? Linkedin becomes a professional person’s public home online.
I hope these examples show the importance of individual people on social media platforms. You can’t do Social Media on your own. You can’t do it solely with a corporate account. You need to integrate it into the activities of your people, because People are what make social media work.
Status updates are the starting point for conversations on social media. We need to understand how they work to make them work for us.
Each time Adrian comments on my status update it shares it in his stream, with his network. He also chose to share the link with his network directly, which generated more discussion and passed the link on to people to whom I’m not connected at all.
You can see the effect on Linkedin using Linkedin’s ‘Who’s viewed your updates’ feature Here’s an example with an update I shared last November.
I took some screenshots of the viewer outcomes within a week of my sharing the update. Views are people who visited their homepage when my update was on the page.
Advocates are essential to make social media activity work. People Who Trust You Useful Content Willingness to Share it
The Social Cycle – how it works with people Traditional communications – face to face etc continue People talk about you when you aren’t there
Search takes the prospect online Finds website? Possibly But conversations are often between individuals and about individuals. So people looking online will find the places where the individuals are having those conversations. The conversation platforms. They become the stepping stones to your website. You’ll notice there are now many more places for people to find you and get in touch with you. The ones they use will be up to them.
What turns this process into a virtuous cycle is the publishing and correct sharing of social objects – useful resources people can share. Your people and your advocates share social objects driving conversation to the website, Social Objects promote more offline conversations and referrals, and the conversations drive the cycle of search, find, conversation and sharing.
Who is our target audience? Who do we want to have conversations with?
When you join Linkedin you are asked to enter your career history – what you do, where you have been and where you want to go. As we’ve seen, this profile helps people find you and know who you are.
Linkedin then asks you who you know (enter names or upload email addresses, it tells you who is using Linkedin). You will be surprised.
Connect to the people you know and then they can see each other. They find out they have you in common.
And you can see their contacts too.
In fact you can see their contacts contacts – three levels of separation.
Also, because no. 2 is a trusted contact of my trusted contact no.1, I can check him out with confidence, and perhaps be introduced.
Also, because no. 2 is a trusted contact of my trusted contact no.1, I can check him out with confidence, and perhaps be introduced.
He becomes my contact too, and I can see his contacts contacts. This is how we build a network online. It is important to remember that each of these nodes is a professional, known to those who know you. Why connect like this? Because linkedin makes connections VISIBLE
Linkedin takes your real life network, where you only know say 231 people, and shows you that they know over 30,000. The second degree of separation – people your trusted connections know DIRECTLY.
Data from 2012. The average age of a twitter user? 37. 55% of users are over 35. The average age of a Linkedin User? 44. 79% are over 35. Source Pingdom – click link for article
Two months ago I published an article about this statistic. In the 2013 Construction Marketing Index survey of architects by Competitive Advantage, 44% of architects said they use Twitter to help them in their work. These are the first 200 architects I found on twitter back in 2008. Most of them are people (although one appears to be a dog)
Plenty of architects on twitter, as well as on Linkedin, not so many contractor people – architects and the specification market were the main target.
Twitter is a wide open network which means you can search for key words and phrases at any time. Groups of people form around subjects and reform around others all the time. Because it is wide open people can listen in and check you out until they are ready to approach you.
Because asking lots of people all at once saves a hell of a lot of time. And these are people whose job it is to help you. Iinstead of ringing round I can tweet the sketch of the light fitting I’m looking for, and Jacky in Burnley can find the precise one I need in a few minutes. Tools with visual and conversational elements, like Twitter can help us solve problems more efficiently.
What do we talk about? People often use hashtags to encourage gathering around topics. Here are some commonly used in the construction industry. A hashtag is a word with a hash symbol in front. If you click on the word it links you to a search for all the messages with that topic. People gather around specialist subjects, detailed, expert issues like CSR or BIM, events lik Ecobuild, or TV programmes like Grand Designs.
Here’s a visible conversation between a group of people around an episode of Grand Designs – see the hashtag
The result of sharing the link to the (tweeting) architects website was a 1000% increase in traffic to his website
Lets start with Social Home. You need to have a home online. The hub where people come to find out about you. And it must be social. Brochure Website – not interactive at all. No opportunity for conversation. No reason to return.
Add share buttons – give permission to share
Add a content management system and a means of creating regular fresh updated useful content. I recommend a blog. A blog is not a news feed, it is not ‘about us’ its ‘about you the customer’ (or whoever your target audience is). In order to work effectively, it has to be clearly targeted and useful, otherwise people won’t visit it, and won’t want to come back.
So we have a means of making your website a much more useful site for your target audience. The blog also makes a huge contribution to search engine optimisation, much better than old SEO techniques. Google loves fresh, relevant content.
Next we need our Outposts –Presence on the conversation platforms. Where conversation is happening. Website couple of thousand visitors a month. Linkedin 15m UK visitors a month.
Linkedin Company page as example. Company page on Linkedin acts as a tool to help you find the right person to speak to.
Can be simple - Example – guide to green roof weights – popular because it is useful and people want to keep it, share it as a result.
Platforms to make and publish useful things
Some social objects can be published on their ideal platforms, like Youtube, for example. Here are the social object platforms
In order to make the machine work, we Publish social objects on the platforms (or if pdfs, directly on our website) and embed them in blog posts Example – video, downloads etc in a post
Share post over conversation platforms
Drive visitors back to website (not to Youtube).On website visitors are surrounded by our information and CTA’s, and can capture data about what they do.
Going to use SIG Design & Technology as an example here.
We can see traffic thin 2013 was up on 2012…
Because people are involved, this means that in all aspects of our business life, social media has the potential to influence what happens. Here are some examples.
Here’s one of the best pieces of advice I’ve found on how to behave as an individual on Social Media. It was written for medical professionals but works just as well for all people. I’ve taken it apart to look at each of the six pieces of advice, and as it seems rather negative, provided six positive alternatives.
Always a good idea not to lie, but online lies can be so easily found out by using search. So rather than lying, tell the truth whenever you can, or don’t say anything.
Instead, Online, you should Be yourself. And if you can’t be completely anonymous. But •no-one can be completely anonymous… it usually backfires. Anonymity on social media is pretty much a myth. There is no such thing as an anonymous account. I’m often asked about anonymous accounts on twitter, because it seems that people can be anonymous there in ways they can’t easily on Facebook, or Linkedin. To be truly anonymous on twitter you need a completely anonymous name and username, a proxy internet connection, disabled geo-location, and only tweet from a masked IP address. Then you need to not say anything that in any shape or form will identify you. When it comes to social media, it is much easier and better to be yourself online. In fact, I think it’s a positive characteristic of social media that people tend to be themselves.
One of my abiding memories of my childhood was Kaa, the snake in the Jungle Book. Kaa hypnotises Mowgli and sends him off to sleep in order to have him for dinner. I’ve never liked hypnotists! Remember that people like their personal space, and they like their privacy. When having conversations online respect other people’s privacy. They will offer information if they want to. Don’t send people unsolicited private messages. This is spam and can get you blocked. If you want to make a conversation private, take it offline.
If you’re using social media, you need to Protect your privacy and your private information online. Assume that everything you share online is searchable, so don’t share things that you don’t want known. You should also check and adjust the privacy settings of all the platforms you use.
There isn’t a short cut to a large network. Don’t attempt to game the system, buy followers, get rich quick.
Watch out for Cheats Check out other people’s credibility, or the credibility of what they say using search. Expose cheats in public, and if you’re not confident in doing this, work with others behind the scenes. Don’t handle it alone if you don’t have to. If you get private messages offering you things that are too good to be true, or sharing a link that takes you to a sign in page, its Phishing. The person who sent you the message probably doesn’t know – go and check if they’ve posted. Don’t sign in, Inform the user publically and they can take steps to remove the hacker from their account. If someone is harassing or threatening you, block them and report them to the site administrator – Twitter, Linkedin and Facebook all have blocking and reporting procedures now.
Anything published online can easily be captured before you delete it. Google will cache once its spiders have reached your site, but more importantly, people can favourite your tweet and then it can’t be deleted. Anyone can take a screenshot of what you share online. Apps like Snapchat which imply that they delete images after a few seconds don’t delete the images from their system. The internet passes data from computer to computer, unencrypted data can be found. Freedom of expression doesn’t mean freedom from the consequences. So before you put something online,
Think twice, you’ll only need to post once. Have a thick skin, don’t react quickly, take a deep breath. Ask yourself – For whom am I posting this? Is it for my target audience?Is it appropriate to all ages? Does it add value to the conversation?Would I be happy for my mother to see it?
And don’t steal. Don’t pass someone else’s work off as your own. Don’t lift someone else’s content – you’ll be found out. Instead, learn about the culture of attribution that exists online. Its what makes blogs work to drive traffic to your website, through the use of backlinks. All the images I’m using today are Creative Commons – that is they are made available by the owners on a license if I credit them – hence the links on each slide.
Instead, build a reputation for yourself as a trustworthy individual. Use the system to differentiate yourself in your areas of specialism. Talk about what you want people to ask you about.
And lastly, don’t reveal. This is one of my favourite signs – there is one in North Essex where I live too. Don’t disclose confidential information on social platforms. Not yours, Not your friends’, Not your employer’s You can choose what you share, make wise choices.
This is a photograph I took whilst I was at an internal product launch in Paris for one of my clients, Gunnebo Entrance Control. At the time I took the photograph (which was permitted) the products were not publically launched, so I did not share it. I share a lot of photographs, but I choose which ones I share. Make wise choices, you can always do it later when the time is right.
The most important thing you can keep secret is your passwords. How many of you use the same password for more than one website? Get a password manager. This is what I use, its called LastPass. It creates very secure passwords and stores them very securely. You then only need one to get in your vault, but it can be a very secure, yet easy to remember one (mine is two film titles back to back, with spaces). Lastpass also teaches you good password management, and on a browser it is free.
So to conclude, here are my positive pieces of advice. Be yourself – don’t lie Protect your privacy – and respect others Look out for Cheats – and don’t cheat yourself Think Twice before you post – because you can’t delete Be a Trustworthy individual – and people will seek you out Keep secrets – including your passwords – safe.
Social Media for RIBA Branches RIBA Local Members Forum July 2014
Red Rush by San Diego Shooter
• BA (Hons) BArch University of Liverpool
• Practice Management
Barefoot & Gilles
• Social Strategist