NSAC 2010: Social Media: Listen First


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NSAC presentation from Janet Fouts, Megan Keane, and Susan Tenby on why and how to listen effectively on social media sites

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  • Community is a 2-way conversation between you and your supporters Don’t just be self-promotional; find balance between promoting your work and highlighting community members, commenting/interacting with relevant news/events in the sector
  • Example: user complaining on Twitter about customer service. Our prompt response & resolution turned situation that looked bad for us into our favor
  • Video profiles Highlighted on Twitter, Facebook, uploaded to YouTube Mentioned in weekly newsletter
  • Events give something to talk about, contributing content and adding value Segway from events to promo for next day’s talk
  • Select frequency Monitor keywords: org name, personal name, CEO Document kudos, impact, note feedback, use as chance to jump in & comment on blogs
  • Megan starts here
  • Free, takes minutes to set up Single or up to 3-column viewing “newspaper” Add tabs to separate specific issues/programs, etc. Overview of conversations happening [demo a bit]
  • Demo adding RSS feeds to dashboard
  • Find key folks to follow Attract important followees Quality vs Quantity
  • Hootsuite, TweetDeck Hootsuite built-in monitoring of search terms, lists, replies Basic click-through stats, Klout intergration
  • Slide as backup, show this if at all possible
  • Large, built-in audience Track conversation “Favorite”/Like relevant other orgs/communities Regular dynamic content, but don’t overwhelm w/ updates
  • Free insights let you look at interaction, not just # of fans/likers ID what content sparked interactions Weekly reports emailed to you Added Google Analytics integration lets you track brand mentions across Facebook, not just on your page
  • NSAC 2010: Social Media: Listen First

    1. 1. Social Media - Listen First Janet Fouts - Social Media Coach
    2. 2. Don’t be afraid
    3. 4. Hold the reins
    4. 5. Conversations are like horses <ul><li>You can’t force a change in direction </li></ul><ul><li>Clarify misconceptions </li></ul><ul><li>Show the positives </li></ul><ul><li>Listen and engage </li></ul><ul><li>Respond immediately to negative comments </li></ul>
    5. 6. Where are the conversations? <ul><li>Blogs </li></ul><ul><li>Linkedin </li></ul><ul><li>Forums </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Communities </li></ul><ul><li>Ning/Yahoo/Google </li></ul>
    6. 7. What to listen for <ul><li>Brand </li></ul><ul><li>CXO names </li></ul><ul><li>Sponsors and donors </li></ul><ul><li>Supporters/evangelists </li></ul><ul><li>Industry/local news </li></ul><ul><li>Topics of corporate/personal interest </li></ul>
    7. 8. Find conversations quickly
    8. 9. Lazyfeed
    9. 10. Twitter <ul><li>Use it or not, you can’t ignore Twitter </li></ul><ul><li>Faster than search </li></ul><ul><li>Keyword focused </li></ul><ul><li>Link sharing </li></ul>
    10. 11. Listening Tools <ul><li>Paid tools </li></ul><ul><li>Radian6 </li></ul><ul><li>Biz360 </li></ul><ul><li>Buzzlogic </li></ul><ul><li>Scout Labs </li></ul><ul><li>Trackur </li></ul><ul><li>SM2 </li></ul><ul><li>Free tools </li></ul><ul><li>SM2 (freemium) </li></ul><ul><li>Social Mention </li></ul><ul><li>Lazyfeed </li></ul><ul><li>Google Blog Search </li></ul><ul><li>Twitter Search </li></ul><ul><li>Twilert </li></ul><ul><li>Nutshell Mail </li></ul>
    11. 12. Listen, engage, repeat
    12. 13. Engage me <ul><li>[email_address] </li></ul><ul><li>www.JanetFouts.com/listen </li></ul><ul><li>www.SocialMediaCoachingCenter.com </li></ul><ul><li>www.TatuDigital.com </li></ul><ul><li>@Jfouts </li></ul><ul><li>Linkedin - JanetFouts </li></ul><ul><li>408.216.7423 </li></ul>
    13. 14. Look and Listen Susan Tenby Megan Keane http://www.techsoup.org http://www.nonprofitcommons.org
    14. 15. Listen first, then pick your tool <ul><li>See where your members are online </li></ul><ul><li>Pick your platforms </li></ul><ul><li>Keep listening and engaging </li></ul><ul><li>Re-evaluate & experiment as you go </li></ul>
    15. 16. Don’t Be a Megaphone
    16. 17. Turn “nay-sayers” into “yay-sayers”
    17. 18. Highlight Community Members
    18. 19. Give followers a reason to listen <ul><li>Share news </li></ul><ul><li>Re-tweet relevant content in the sector </li></ul><ul><li>Hold regular events </li></ul>
    19. 20. Tweet With Purpose <ul><li>Different users uses Twitter in very different specific ways </li></ul><ul><li>For organization accounts, have guidelines </li></ul>
    20. 21. Email Alerts <ul><li>Google Alert (news, blog, all) </li></ul><ul><li>Social Mention </li></ul><ul><li>Monitor keywords </li></ul>
    21. 22. Listening Dashboard <ul><li>Many free options out there </li></ul><ul><li>iGoogle </li></ul><ul><li>RSS Readers </li></ul><ul><li>NetVibes </li></ul>
    22. 23. Check the Dashboard
    23. 24. RSS Feeds <ul><li>Look for the orange RSS button </li></ul><ul><li>Click to add to your reader of choice </li></ul><ul><li>More how-to: “RSS in Plain English” </li></ul>
    24. 25. Twitter <ul><li>Find key followers and followees </li></ul><ul><li>Twitterpacks </li></ul><ul><li>WeFollow </li></ul><ul><li>Twitter Search </li></ul>
    25. 26. Twitter Listening <ul><li>HootSuite </li></ul><ul><li>Twitter search </li></ul><ul><li>Stats and Klout </li></ul>
    26. 28. HootSuite Monitor
    27. 29. Facebook
    28. 30. Insights + Google Analytics
    29. 31. The 3 Bes <ul><li>Be responsive and timely </li></ul><ul><li>Be up on the buzz </li></ul><ul><li>Be yourself </li></ul>
    30. 32. Resources <ul><li>Links to all the resources discussed: </li></ul><ul><li>http://socialmediaresources.wikispaces.com </li></ul>
    31. 33. Where in the (Online) World is TechSoup?
    32. 34. Contact <ul><li>Susan Tenby </li></ul><ul><li>Online Community Director, TechSoup Network </li></ul><ul><li>[email_address] </li></ul><ul><li>http://flavors.me/susantenby </li></ul>Megan Keane Online Community Manager, TechSoup [email_address] http://friendfeed.com/penguinasana Find presentation online @ http://slideshare.net/techsoupglobal