Social Networking: Work or Play?


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Or, “Yes, Virginia, there really is a business use for social media.”

Many professionals still wonder if social networking is worth their time. Social media IS an important business asset for both individuals and companies. So I visited AWC Houston to show members how they can sift through the myriad options and get started on just a few networks to help enhance their professional lives.

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  • The Conversation Prism, created by Brian Solis (a PR guru) and Jesse Thomas (a graphic designer, owner of JESS3), helps to illustrate the scope and relationships of the social media landscape. As vast as that landscape is, it’s still easy to distill all of those communities and networks down to a few so that getting started is a manageable feat.Speaker note: Visit for more detail and a new interactive version of the Prism.
  • Social Networking: Work or Play?

    1. 1. Becca Taylor – Enterprise Business Social Media Manager<br />@beccataylor |<br />Presented to AWC Houston<br />March 17, 2010<br />Social Networking: Work or Play?<br />Or, “Yes, Virginia, there really is a business use for social media.”<br />
    2. 2. Agenda<br />Social media in business<br />Before taking the plunge<br />Jumpstart tips<br /><ul><li>Define social media
    3. 3. Show the changing media landscape
    4. 4. Highlight business successes
    5. 5. Weigh risks and benefits
    6. 6. Set goals
    7. 7. Choose your networks
    8. 8. Remember profile basics
    9. 9. Get started on
    10. 10. Twitter
    11. 11. LinkedIn
    12. 12. Facebook</li></li></ul><li>“Social media is the use of technology combined with social interaction to create or co-create value.”<br />John Jantsch<br />Duct Tape Marketing<br />“Social media is not a campaign that is around for 6 weeks – it is an ongoing activity that pays back over time.”<br />John Battelle<br />CEO, Federated Media<br />
    13. 13. The New Media Landscape<br /><ul><li>Newspapers
    14. 14. Magazines
    15. 15. Broadcast TV
    16. 16. Cable TV
    17. 17. Radio
    18. 18. Billboards
    19. 19. Events</li></ul>2009<br /><ul><li>Newspapers
    20. 20. Magazines
    21. 21. Broadcast TV
    22. 22. Cable TV
    23. 23. Online TV
    24. 24. Satellite TV
    25. 25. Radio
    26. 26. Satellite Radio
    27. 27. Billboards
    28. 28. Events
    29. 29. Webinars
    30. 30. Kiosks
    31. 31. eMail
    32. 32. Internet banners
    33. 33. Streaming video
    34. 34. Search
    35. 35. Blogs/Micro blogs
    36. 36. Mobile Internet
    37. 37. Online Videos
    38. 38. Podcasts
    39. 39. (SMS) Short Msg Svc
    40. 40. (IM) Instant Messaging
    41. 41. Social Networks
    42. 42. Wikis</li></ul>Content creation and delivery is constantly evolving, for consumers and companies<br />1986<br />1966<br /><ul><li>Newspapers
    43. 43. Magazines
    44. 44. Broadcast TV
    45. 45. Radio
    46. 46. Billboards
    47. 47. Events</li></li></ul><li>Social Media is Here to Stay<br />Comcast Cares (@comcastcares), a Twitter account run by Frank Eliason, is probably one of the most well-known examples of how customer service through Twitter helps change brand perception.<br />BlendTec, seller of professional-grade blenders, saw 5x increase in sales from its “Will it Blend” YouTube series, where they blended sneakers, an iPhone and iPod, golf balls, glowsticks, and much more.<br />Companies that are both deeply and widely engaged in social media significantly surpass their peers in both revenue and profit, according to the Wetpaint and Altimeter study called ENGAGEMENTdb. <br />
    48. 48. It’s a Vast Landscape<br />
    49. 49. Before Taking the Plunge<br />
    50. 50. My response<br />Questions I hear all the time<br /><ul><li>Isn’t this a waste of time?
    51. 51. How do I make time?
    52. 52. Should I mix personal with professional?
    53. 53. Can I hurt my company or my own reputation?
    54. 54. What if I say the wrong thing?</li></ul>Weighing Risks & Benefits<br />Enhance your professional image & brand<br />Build a skill set<br />Expand your network<br />Solve business problems (and help others solve theirs)<br />
    55. 55. Setting Your Goals<br />What do you want to get from social networking?<br />How much time can you (or are you willing) to spend on it?<br />Who do you want to connect with?<br />What image do you want to project?<br />Are you comfortable mixing personal updates with professional ones?<br />Can you be flexible and accept that you’ll learn as you go?<br />
    56. 56. Reviewing Some (Simplified) Options<br />
    57. 57. Choosing Your Conversations<br />Pick one network, develop it, then add another:<br />Save time & make the most of your investment<br />My recommendation for newbies: <br />Twitter: your conversation lounge<br />LinkedIn: your digital portfolio and contact list<br />Facebook: your personal playground<br />
    58. 58. Jumpstart Tips for Twitter, LinkedIn, and Facebook<br />
    59. 59. First Things First: Your Profile<br />Always fill out your profile!<br />Make it easy to find you by using<br />Your real name so colleagues can easily find you<br />The same e-mail address you use for everything else<br />A bio that includes important key words for the audience you want to attract<br />Upload a photo of yourself<br />Link to other network profiles or your company web site<br />
    60. 60. Twitter<br />Don’t forget your profile!<br />Listen first<br />Understand who’s talking about topics that interest you and see what they’re saying<br />Enter the conversation before following a lot of people<br />You might get only one chance to convert a browser to a follower, make sure you’ve posted tweets already that represent you and your contribution to the conversation<br />Find people to follow and add them slowly<br />Search keywords and hashtags<br />Browse follow rosters<br />Search and subscribe to Twitter lists ( <br />
    61. 61. Twitter<br />Optimize your tweet practices<br />Use hashtags to connect your tweets to an ongoing conversation<br />Re-tweet often<br />Follow the 80/20 rule<br />Follow your followers (, but!<br />Be selective about who you follow<br />Don’t be afraid of blocking<br />Do not use auto-follow or auto-DM apps<br />Test drive Twitter apps like TweetDeck ( or HootSuite ( <br />Utilize RSS feeds to help tame the content flow when you follow a lot of people<br />
    62. 62. LinkedIn<br />Don’t forget your profile!<br />Keep in touch with connections<br />Ask for and offer recommendations<br />Demonstrate your expertise by participating in the community*<br />Join groups <br />Browse and participate in LinkedIn Answers<br />Connect LinkedIn to other networks and apps (like Twitter or blogs)<br />*Your mileage will vary—content quality is hit-or-miss and watch out for spam!<br />
    63. 63. Facebook<br />Find your comfort zone with personal info<br />“Split personality” is common approach<br />New privacy settings make combined approach easier than before<br />Limit “fun” stuff if using for professional contacts<br />Know your audience & use those privacy settings<br />
    64. 64. Putting it all Together<br />Connect traditional networking with social networking<br />Contribute to (as a writer) or create a blog<br />Follow the same steps: listen, establish, engage, repeat<br />Follow, read, and engage social media gurus <br />That’s a very subjective and context-sensitive definition, but a few general resources:<br />Chris Brogan ( <br />Seth Godin ( <br />Problogger ( <br />Twitter Tips from TwiTip ( <br />Social Media Examiner ( <br />Social Media Today ( <br />Read Groundswell for great business groundingin the social phenomenon<br />
    65. 65. Outcomes that matter.<br />