Social Media for Editors


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A brief overview of how to get setup and make the most of social networking tools including Facebook, LinkedIn, Twitter and Blogs.

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Social Media for Editors

  1. 1. Social Media (for communicators) September 8, 2009 Dave Meyer President, BizzyWeb LLC
  2. 2. Are social networks a fad? <ul><li>March 9, 2009 Nielsen ratings: </li></ul><ul><ul><li>Social networks & Blogs now surpass email in popularity </li></ul></ul><ul><ul><li>Fastest growing segment: 35-49 year olds (+11.3 million in 2008) </li></ul></ul>
  3. 3. The Social Media Landscape
  4. 4. 4 reasons to use social media <ul><li>Your customers/clients are using it </li></ul><ul><ul><li>Be where they spend their time </li></ul></ul><ul><ul><li>Listen to what they say </li></ul></ul><ul><ul><li>Serve them better/faster! (@comcastcares) </li></ul></ul><ul><li>Your competition/critics are using it </li></ul><ul><ul><li>Know your customers better than they do </li></ul></ul><ul><ul><li>Respond quickly and appropriately </li></ul></ul><ul><ul><li>Be transparent and honest </li></ul></ul><ul><li>The “experts” are using it </li></ul><ul><ul><li>Find the most vocal, trusted in your field, </li></ul></ul><ul><ul><li>BECOME the expert! </li></ul></ul><ul><li>Boost Search Engine results </li></ul><ul><ul><li>More buzz=more links, more links=higher rank </li></ul></ul>
  5. 5. Listen first! <ul><li>Social media = “the greatest research tool ever created” </li></ul><ul><li>The most honest, unfiltered and immediate feedback you’ll ever get </li></ul><ul><li>Get to know your audience first </li></ul><ul><li>Answer questions, weigh in </li></ul><ul><li>, Google Alerts advanced search on LinkedIn </li></ul>
  6. 6. Get going <ul><li>Get signed up and fill out your profiles </li></ul><ul><ul><li>Be thorough, but keep it “business casual” </li></ul></ul><ul><ul><li>Be yourself, but represent your brand </li></ul></ul><ul><li>Treat it like “real world” networking </li></ul><ul><ul><li>Listen first </li></ul></ul><ul><ul><li>Add value </li></ul></ul><ul><ul><li>Less sell sell sell, more help help help </li></ul></ul><ul><li>Make some friends </li></ul><ul><ul><li>Use the tools provided </li></ul></ul><ul><ul><li>Check out handy resources </li></ul></ul><ul><li>Have fun! </li></ul>
  7. 7. LinkedIn <ul><li>43 million users </li></ul><ul><li>Free to join </li></ul><ul><li>The leader in recruiting, job hunting and corporate use </li></ul>
  8. 8. Why use LinkedIn? <ul><li>Connecting </li></ul><ul><ul><li>Keep connected to former and current colleagues and other associates </li></ul></ul><ul><li>Job Hunting </li></ul><ul><ul><li>Display your resume and profile to potential clients or employers </li></ul></ul><ul><li>Branding </li></ul><ul><ul><li>Showcase your skills and build your reputation through groups and answers </li></ul></ul>
  9. 9. Developing your Profile <ul><li>Upload a good photo </li></ul><ul><li>Complete your entire profile, including previous jobs </li></ul><ul><li>Use keywords liberally in your profile </li></ul><ul><ul><li>If you’ve done it or you want to do it, include it </li></ul></ul><ul><li>Public profile: Decide who can see your information </li></ul><ul><ul><li>Minimum: Your work info, photo and skills </li></ul></ul><ul><li>Keep it updated! </li></ul>
  10. 10. Building your connections list <ul><li>Use the available importing tools </li></ul><ul><li>Invite anyone you meet in a business setting </li></ul><ul><li>Include a personal note - always </li></ul><ul><li>Browse your connections’ connections </li></ul><ul><ul><li>Find people you missed or forgot </li></ul></ul><ul><ul><li>Ask for introductions if necessary </li></ul></ul>
  11. 11. Advanced Search <ul><li>Go to search </li></ul><ul><li>Click Advanced </li></ul><ul><li>Set your parameters </li></ul><ul><li>Repeat searches by using Saved Searches </li></ul><ul><ul><li>Free version: 3 saved searches </li></ul></ul>
  12. 12. Using Groups <ul><li>Join groups and participate </li></ul><ul><li>Only join helpful groups, where you can have an impact </li></ul><ul><li>Events, discussions, etc. are available </li></ul><ul><li>Answer questions, provide value </li></ul><ul><li>Add people you meet to your connections </li></ul>
  13. 13. Facebook <ul><li>250 million active users </li></ul><ul><li>Average user has 120 friends </li></ul><ul><li>Fastest growing group: 35+ </li></ul><ul><li>29% of users earn $100K/yr+ </li></ul>
  14. 14. Facebook <ul><li>Sign up! </li></ul><ul><li>Set up your “vanity URL” or username ( – in settings) </li></ul>
  15. 15. Facebook <ul><li>Where to look </li></ul>
  16. 16. Groups vs. Pages <ul><li>Both can have a wall, discussions, etc. </li></ul><ul><li>Groups: “Members” </li></ul><ul><ul><li>Only visible to Facebook members </li></ul></ul><ul><ul><li>No extra apps </li></ul></ul><ul><ul><li>Easier to setup and maintain than pages </li></ul></ul><ul><ul><li>Limited to 5,000 </li></ul></ul><ul><li>Pages: “Fans” </li></ul><ul><ul><li>Visible outside Facebook </li></ul></ul><ul><ul><li>Can add apps </li></ul></ul><ul><ul><li>Visitor Stats available </li></ul></ul>
  17. 17. Twitter <ul><li>“ Microblogging” </li></ul><ul><li>140 characters or less </li></ul><ul><li>3 million active accounts </li></ul><ul><li>50% of users follow more than 10 people </li></ul><ul><li>1 billion+ tweets </li></ul>
  18. 18. The Twitterverse
  19. 19. Get signed up <ul><li>Profile basics </li></ul><ul><ul><li>Pick a short, memorable username </li></ul></ul><ul><ul><li>Include a picture </li></ul></ul><ul><li>Fill out your profile </li></ul><ul><ul><li>You only get 160 characters: make it count </li></ul></ul><ul><ul><li>What you do, your interests, etc. </li></ul></ul><ul><ul><li>Link to your other info: website, LinkedIn, etc. (one link) </li></ul></ul><ul><ul><li>Keep it “business casual” </li></ul></ul>
  20. 20. Join the conversation: RT, @ and D often <ul><li>How Twitter Works: </li></ul><ul><ul><li>@ = public message to someone “@dave1meyer” </li></ul></ul><ul><ul><li>D = direct, private message “D dave1meyer” </li></ul></ul><ul><ul><li>RT = ReTweet (share a tweet with your followers) </li></ul></ul><ul><ul><li>Hashtags = trend tracking “#FF” </li></ul></ul><ul><ul><li>URL Shortners </li></ul></ul><ul><ul><ul><li>,,, </li></ul></ul></ul>
  21. 21. Blogs <ul><li>77% of active Internet users read blogs </li></ul><ul><li>133 million blogs indexed by Technorati since 2002 </li></ul><ul><li>In business: </li></ul><ul><ul><li>A tool to communicate quickly and easily </li></ul></ul><ul><ul><li>Share marketing, knowledge or brand information </li></ul></ul><ul><ul><li>Proactive information sharing </li></ul></ul>
  22. 22. Blogging is a competitive advantage <ul><li>Easy, quick, affordable </li></ul><ul><li>More traffic/return visitors </li></ul><ul><li>Create trust </li></ul><ul><li>Become “the expert” </li></ul><ul><li>65% of active online users report reading a blog at least once/week </li></ul><ul><li>Boost Search Engine results </li></ul><ul><ul><li>B etter L istings O n G oogle </li></ul></ul><ul><ul><li>More content = more links </li></ul></ul><ul><ul><li>More links = higher rank </li></ul></ul><ul><li>Interactive features = more value </li></ul>
  23. 23. Use social media to add buzz <ul><li>LinkedIn </li></ul><ul><ul><li>Publish your updates via LinkedIn apps </li></ul></ul><ul><ul><li>Add your site to your profile </li></ul></ul><ul><ul><li>Add to discussions in groups </li></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>Link to your articles in your profile updates </li></ul></ul><ul><ul><li>Add to discussions in groups </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Cross-post articles to your timeline </li></ul></ul><ul><ul><li>Add value or ask questions </li></ul></ul>
  24. 24. How to get started <ul><li>Listen, explore what others are doing </li></ul><ul><ul><li>Social media = “the greatest research tool ever created” </li></ul></ul><ul><ul><li>The most honest, unfiltered and immediate feedback you’ll ever get – and from a massive audience </li></ul></ul><ul><ul><li>Always search, listen, and know your audience first </li></ul></ul><ul><li>Form a strategy </li></ul><ul><ul><li>Think about measurement, but focus on outcomes </li></ul></ul><ul><ul><li>What do you want to accomplish? </li></ul></ul><ul><ul><li>Be yourself </li></ul></ul><ul><ul><li>Create a mix of content: 1/3 about you, 1/3 sharing ideas & articles, 1/3 conversation with others </li></ul></ul><ul><li>Commit to a schedule </li></ul><ul><li>Do it! </li></ul>
  25. 25. Effective B2B strategies <ul><li>Different tactics: Less marketing, more brand </li></ul><ul><ul><li>Build a reputation </li></ul></ul><ul><ul><li>Solve problems </li></ul></ul><ul><ul><li>Thought leadership </li></ul></ul><ul><li>Competitive intelligence </li></ul><ul><ul><li>Find hot topics, trends, and what customers are saying </li></ul></ul><ul><li>Cut through “marketing speak” </li></ul><ul><ul><li>Interactions speak louder than press releases </li></ul></ul><ul><ul><li>Tap into customer evangelism – give delighted customers a platform </li></ul></ul>
  26. 26. How to Measure <ul><li>Twitter : Instant-feedback and brand management. Know who’s talking about you </li></ul><ul><li>Google Alerts : Quick, easy alerts on your brand, competitors and you </li></ul><ul><li>Technorati : Find the key experts that have something to say in your field or industry </li></ul><ul><li>RSS : Keep track of your best sources </li></ul>
  27. 27. Great, but how do you CONTROL it? <ul><li>Set up a sensible policy </li></ul><ul><li>Train users on effective use </li></ul><ul><ul><li>Brand champions, blog spokespeople, social media mavens </li></ul></ul><ul><li>Don’t be afraid to tell your story </li></ul><ul><ul><li>Don’t silence critics, resolve issues </li></ul></ul><ul><ul><li>“ Corporate spin” doesn’t work </li></ul></ul><ul><ul><li>4 steps to handle negative feedback: 1) reply quickly, 2) be respectful, 3) be thankful, 4) invite more feedback </li></ul></ul><ul><ul><li>- Jay Sheperd, “Gruntled Employees” blog </li></ul></ul>
  28. 28. A final word: <ul><li>Stick to your plan, and know when to say when! </li></ul>
  29. 29. Thank you! <ul><li>Email: [email_address] </li></ul><ul><li>Phone: 763-432-0043 </li></ul><ul><li>Web: </li></ul><ul><li>twitter: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>