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AJLI Basics of Social Networks


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Howard Greenstein's slide presentation at the Association of Junior Leagues International's Leadership Conference 10/25/08

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AJLI Basics of Social Networks

  1. 1. <ul><li>PRESENTED BY </li></ul><ul><li>HOWARD GREENSTEIN </li></ul><ul><li>PRESIDENT </li></ul><ul><li>THE HARBROOKE GROUP </li></ul>AJLI: Using Social Media and Social Networks (updated) Entire presentation CopyLEFT (CC) 2008 by The Harbrooke Group, Inc. All Rights Reserved.
  2. 2. My Bio <ul><li>Howard Greenstein </li></ul><ul><ul><li>BS from Cornell, Masters at NYU ITP </li></ul></ul><ul><ul><li>On-air DJ in the ‘80s, during and after college </li></ul></ul><ul><ul><li>Started first Web users group in US 1994, on Board of NY New Media Association and NY Software Industry Association </li></ul></ul><ul><ul><li>First Internet Streaming station in NYC - Netcast - 1996 </li></ul></ul><ul><ul><li>Microsoft Evangelist: Internet Explorer and Windows Media Team 1997-2000 - responsible for top media properties including Fox, MTV, Time Warner and ClearChannel </li></ul></ul><ul><ul><li>Other Media Startups, Ran 9-11 related charity </li></ul></ul><ul><ul><li>NYU Administration and Lecturer </li></ul></ul><ul><ul><li>Created Social Media Club 2006 - Social Media Consulting </li></ul></ul>
  3. 3. Agenda <ul><li>What is/are Social Media? </li></ul><ul><li>Using Social Media for Educating/Spreading the Word </li></ul><ul><li>Considerations </li></ul><ul><li>Your turn - Ask anything! </li></ul>
  4. 4. Ground Rules <ul><li>I’m a fast talking New Yorker – stop me if you’re confused. Please. </li></ul><ul><li>I’ll attempt to answer short questions at the time you have them, but if we’re going to far off track, I may ask you to follow up afterwards, during the Q&A time. </li></ul><ul><li>Finally – I’m Here to learn from you! </li></ul><ul><ul><li>Your questions and concerns will be used to update a guide that will come from AJLI with advice for all Leagues - so don’t be shy! </li></ul></ul>
  5. 5. Defining Terms for Social Media
  6. 6. How Many People Have Passed Along… <ul><li>An email? </li></ul><ul><li>An article from an online newspaper? </li></ul><ul><li>An emailed joke? </li></ul><ul><li>A funny video clip? </li></ul><ul><li>A web site or a link? </li></ul>
  7. 7. Social Media <ul><li>Describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media themselves. </li></ul><ul><li>Social Software: “Software that’s no fun to experiment with by yourself.” (It needs friends in order to work) </li></ul>
  8. 8. Elements of Social Media <ul><li>Social Networks </li></ul><ul><li>Photo and video sharing sites </li></ul><ul><li>Blogs </li></ul><ul><li>Podcasts </li></ul>
  9. 9. Social Network <ul><li>Technically, a social network is a: </li></ul><ul><ul><li>social structure made of nodes (which are generally individuals or organizations) that are tied by one or more specific types of interdependency... </li></ul></ul>
  10. 10. Examples of Social Networking Sites <ul><li>B2B </li></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><ul><li>Social network with 20MM+ users. Business is facilitated as users connect other users. </li></ul></ul></ul><ul><ul><li>XING </li></ul></ul><ul><ul><ul><li>4M+ paying users primarily in Europe; used to make business introductions and connect for sales leads. </li></ul></ul></ul><ul><li>Consumer </li></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><ul><li>180+ million users (and growing), 6th largest web property (Alexa) </li></ul></ul></ul><ul><ul><ul><li>The new way music gets discovered </li></ul></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><ul><li>100+ million users, the place everyone wants to be now for business and social connections. </li></ul></ul></ul><ul><ul><ul><li>Fastest growing of all Social Networks; Huge in 12-34, growing 35+. Facebook is the 2nd most-trafficked social media site in the world (comScore) </li></ul></ul></ul><ul><ul><li>Imeem, BuzzNet, MOG </li></ul></ul><ul><ul><li>TV Sites like IslandDoo </li></ul></ul>
  11. 11. Facebook <ul><li>A Social Networking website where users create profiles that often contain photos and lists of personal interests, exchange private or public messages, and join groups of friends. </li></ul><ul><ul><li>Facebook also allows 3rd party developers to create applications that leverage the Facebook platform to attract users to their web tools or sites. </li></ul></ul>
  12. 12. Facebook Screens
  13. 13. Social Photo Sharing
  14. 14. - Shared Bookmarking
  15. 15. Blog: <ul><li>Short for Weblog, it is a website where entries are written in chronological order and commonly displayed in reverse chronological order. </li></ul><ul><ul><li>&quot;Blog&quot; can also be used as a verb, meaning to maintain or add content to a blog. </li></ul></ul><ul><ul><li>The ability for readers to leave comments in an interactive format is an important part of many blogs. </li></ul></ul><ul><ul><li>Blogs let other websites know when new content is available. </li></ul></ul>
  16. 16. Screenshot of my blog
  17. 17. New Ways to think about Communications <ul><li>“ We are the authors of each other.” </li></ul><ul><ul><li>Doc Searls </li></ul></ul><ul><li>“ I am who I am because of who we are together.” </li></ul><ul><ul><li>Definition of the Zulu word Ubuntu. </li></ul></ul><ul><ul><ul><li>(Ubuntu is also the name of popular variant of the Linux free operating system.) </li></ul></ul></ul>
  18. 18. Podcast: <ul><li>A Podcast (also know as an “Audio Blog”) is a digital media file, or a series of such files, that is distributed over the Internet for playback on portable media players and personal computers. </li></ul><ul><li>A Radio Program on the net - made by amateurs or pros. </li></ul><ul><li>Vlog: A video blog, sometimes shortened to vlog is a blog that comprises video. </li></ul>
  19. 19. Purina in iTunes Podcast = Repeat Behavior
  20. 20. RSS <ul><li>RSS makes it possible for people to keep up with their favorite web sites in an automated manner that's easier than checking them manually - similar to receiving a Newspaper daily. </li></ul><ul><li>RSS content can be read using software called an &quot;RSS reader,&quot; &quot;feed reader&quot; or an &quot;aggregator.&quot; </li></ul><ul><ul><li>TIP: A variation of RSS is known as ATOM, but it is essentially the same thing. </li></ul></ul>
  21. 21. Web 1.0 (then) Web 2.0 (now) <ul><li>Web 1.0 was about connecting computers and making technology more efficient for computers. People got only some of the benefits. </li></ul><ul><li>Open Standards have enabled innovation and efficiency of “social experience” in what is now known as Web 2.0 </li></ul><ul><li>Web 2.0 is about connecting people and making technology efficient for people. </li></ul>Participate Publish
  22. 22. Social Media to Spread the Word
  23. 23. Your members... <ul><li>Talk with each other </li></ul>
  24. 24. Teach each other
  25. 25. Tell each other stories about what they care about
  26. 26. Tell Stories? <ul><li>Probably the oldest form of learning/sharing of information </li></ul><ul><li>Effective way to pass along information </li></ul><ul><li>The original “Word of Mouth” marketing </li></ul><ul><li>It is a form of Informal Learning </li></ul><ul><ul><li>(see the book Informal Learning by Jay Cross, published Nov. 2006) </li></ul></ul>
  27. 27. What do these Social Media/Web 2.0 sites have in common?
  28. 28. Expression
  29. 29.
  30. 30. Social Media make it easier to spread the word… <ul><li>But it is not automatic. </li></ul><ul><ul><li>I found a League with a nice MySpace presence, but no link to it on their site </li></ul></ul><ul><ul><li>Same with Facebook </li></ul></ul><ul><ul><li>If you build it…they may not come. Why not tell them about it? </li></ul></ul>
  31. 31. When to use Different Social Media
  32. 32. Early Blogs <ul><li>Cave Drawings annotated life, kept a record, served to inform future visitors (and “the future” was a much shorter time span back then when life span was shorter). </li></ul>
  33. 33. Someday our tools will probably seem equally primitive
  34. 34. “ How to Dial a Telephone” (1927)
  35. 35. Blogging 101 <ul><li>Blogging is meant to be fun and personal. </li></ul><ul><li>The best way to think of a blog is that a good blog is like a great conversation taking place at a cocktail or dinner party. </li></ul>
  36. 36. Content & Tone <ul><li>Use a Human Voice – blogs are a personal medium. </li></ul><ul><li>Think about blog posts as a conversation and use a conversational tone. </li></ul><ul><li>Be personal, be REAL, be TRUTHFUL, be a LEADER. Use the word “I”, instead of “we”. Don’t use corporate speak. </li></ul>
  37. 37. Blogging Voice <ul><li>Here’s a nice paragraph from an excellent SEO blogger (search engine optimization): </li></ul><ul><li>Charisma is a valuable quality, both online and off. Through a blog, it's most often judged by the voice you present to your users. People like empathy, compassion, authority and honesty. </li></ul><ul><ul><li>I’d also add “humility.” </li></ul></ul>
  38. 38. Link intelligently <ul><li>Linking is part of what makes blogging so viral. </li></ul><ul><li>Link to other blogs or sources discussing the same topic as you. </li></ul><ul><li>Link to related stories on other sites you write for, and most importantly, </li></ul><ul><li>Link to other network bloggers who are blogging on the same topic as you. </li></ul>
  39. 39. Blog Search Engines: <ul><li>Google - </li></ul><ul><ul><li>Google news alerts – to subscribe via email to terms, URLs </li></ul></ul><ul><li>Google Reader or MyYahoo </li></ul><ul><ul><li>A Free Service you can use to track other blogs, or see how your own blog comes across as a feed </li></ul></ul>
  40. 40. Feed Readers <ul><li>Some people like to subscribe to feeds offline or in a separate application. Here are some great applications. </li></ul><ul><li>NewsGator - - makes two great applications to track feeds offline; </li></ul><ul><li>NetNewsWire – for Mac </li></ul><ul><li>Feedemon – for Windows </li></ul>
  41. 41. Using Social Communities
  42. 42. Goals and Measurement <ul><li>What’s the goal of the community? </li></ul><ul><li>Where are you now and where do you hope to go? </li></ul><ul><li>What are you measuring (and how)? </li></ul><ul><li>Can everyone see the measurements? </li></ul>
  43. 43. Running a Social Media Site Is Like Hosting an Event <ul><li>Create a clear purpose </li></ul><ul><ul><li>Inviting the early users </li></ul></ul><ul><ul><li>Setting the mood </li></ul></ul><ul><ul><li>Picking the people needed to get the party started </li></ul></ul><ul><ul><li>Having someone or a group tasked to help introduce new people </li></ul></ul><ul><ul><li>A basic set of rules or guidelines </li></ul></ul><ul><ul><li>A “bouncer” to take care of unexpected situations </li></ul></ul><ul><ul><li>A way for attendees to pitch in </li></ul></ul><ul><ul><li>Multiple ways to participate </li></ul></ul><ul><ul><li>Everybody has fun </li></ul></ul><ul><ul><li>References: </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  44. 44. Community Moderation <ul><li>Self-moderation and self-policing – “report this” </li></ul><ul><li>Tools to manage language and issues </li></ul><ul><li>Reporting on the back end </li></ul><ul><li>Personnel to moderate and manage situations where “flaming” or “trolling” may potentially make community communications uncomfortable </li></ul>
  45. 45. Facebook, MySpace and Other Social Communities <ul><li>All intended to bring people together </li></ul><ul><li>People can show their interests, join groups </li></ul><ul><li>Photo and Video Sharing, links, information, invitations </li></ul><ul><li>Applications – allow for games, socializing, spending virtual time with friends </li></ul>
  46. 46. <ul><li>A Professional/Work focused social networking site </li></ul><ul><li>Big draw is the Questions and Answers feature </li></ul><ul><li>Some ability to form groups, but not as developed as some of the other networks </li></ul><ul><li>Great place to make connections for future employment, to endorse the work of others by recommending them, to get recommendations </li></ul>
  47. 47.
  48. 48. A JL League page on Facebook
  49. 49. Picture of MySpace Profile
  50. 50. Show me your League’s page!
  51. 51. How to get your community known <ul><li>Watermark/url images in bottom corner- they’re free advertising for your site </li></ul><ul><li>Ratings, Polls, Reviews </li></ul><ul><li>Make it easy for people to recommend your site, content, etc. ( </li></ul><ul><li>Set good examples for your members </li></ul><ul><ul><li>Staff/Hosts participating in forums should be “perfect” members of the community </li></ul></ul>
  52. 52. Some specific advice on how to use these communities <ul><li>Connecting members together </li></ul><ul><li>Sharing photos from events </li></ul><ul><li>Attracting new members </li></ul><ul><li>Place to show good works done </li></ul><ul><li>It’s a place to get FEEDBACK from members, the community, even the people you helped! </li></ul>
  53. 53. Here are some screens from different Junior League pages on social networks
  54. 54. Which is the better presence?
  55. 55. <ul><li>Taking Communicating and Connecting to the Next Level </li></ul>New Website Initiative Open presentation
  56. 56. Additional Benefits from new AJLI site <ul><li>No reinventing the wheel </li></ul><ul><ul><li>Learn what is successful for other Leagues </li></ul></ul><ul><li>Ability to connect with members in other towns you meet at conferences! </li></ul><ul><li>Others… </li></ul>
  57. 57. <ul><ul><li>Is Social Media for Everyone? </li></ul></ul><ul><ul><li>Legal issues and Terms of Service </li></ul></ul><ul><ul><li>Privacy vs. Spreading the Word </li></ul></ul><ul><ul><li>Sustaining your effort - Volunteers </li></ul></ul>Social Media Considerations
  58. 58. Public vs. Private Sites <ul><li>Some Leagues, and some people, won’t be comfortable with using public sites like Facebook or MySpace, or with sharing using a photo or video sharing site </li></ul><ul><li>Some social networking sites have a perception that they’re ‘just for the kids’ </li></ul><ul><li>Some information is best shared privately within your League, members-only </li></ul>
  59. 59. Consideration: Not Everyone Participates
  60. 60. The 1-9-90 Rule <ul><li>In online communities, there is a 1-9-90 rule </li></ul><ul><ul><li>1% of people will be most active and create most of the content </li></ul></ul><ul><ul><li>9% will be active but will contribute much less </li></ul></ul><ul><ul><li>90% will lurk and obtain information without giving back </li></ul></ul><ul><li>Really successful communities grow by helping move people from the 90 to the 9 and from the 9 to the 1 (or shifting the ratio) </li></ul>
  61. 61. Less Computer-Literate Users <ul><li>Remember the 1927 Film </li></ul><ul><ul><li>Some people may be intimidated by a blog instead of an online newsletter </li></ul></ul><ul><ul><li>Some people don’t know how to join Facebook, nor are they sure what they’re getting into </li></ul></ul><ul><li>Best practices to help: </li></ul><ul><ul><li>Demonstrations at group meetings </li></ul></ul><ul><ul><li>Buddy Program – Experienced with inexperienced users – Great opportunity to reach out to sustainers – Some of them Will Teach You! </li></ul></ul>
  62. 62. I fought the law…and the law won… <ul><li>Can you be sued for blogging? Sure. This is America – they can sue you for anything! </li></ul><ul><li>It is worth looking at which is the Legal Guide for Bloggers. </li></ul><ul><li>I am not a lawyer but the guide has useful ideas. </li></ul>
  63. 63. Terms of Service <ul><li>Tell people how you expect them to act on your site </li></ul><ul><li>That way, if they violate your ‘terms of service’ you can remove anything they have posted in comments, etc. , and you are more legally ‘covered’ as a publisher </li></ul><ul><ul><li>Again, a lawyer will have more information on this </li></ul></ul>
  64. 64. Legal Considerations Continued <ul><li>When consulting I generally advise: </li></ul><ul><ul><li>Don’t publish falsehoods, or defame someone’s reputation. </li></ul></ul><ul><ul><li>Be careful when republishing ANY information from another site or source, (copyrighted or not) and always provide a citation to where you found the information. (Fair Use) </li></ul></ul><ul><ul><li>Watch for guidelines about the usage of logos, trademarks, and other protected and valuable items of intellectual property. </li></ul></ul><ul><ul><li>Learn the differences between being a publisher and being an editor. </li></ul></ul><ul><li>And of course, if you have questions, ask an attorney! </li></ul>
  65. 65. Non-legal ‘rules’ to consider <ul><ul><li>Posting photos – does everyone look good? </li></ul></ul>
  66. 66. More “rules” <ul><li>Do you post photos with kids? </li></ul><ul><ul><li>Is anyone under an order of protection, in a foster care situation, etc? </li></ul></ul><ul><li>Do you keep comments on a site if they’re negative? </li></ul><ul><ul><li>We could spend an hour on that one, but I advise yes </li></ul></ul><ul><ul><li>Your site is a conversation. Not everyone agrees with you. That’s ok. </li></ul></ul>
  67. 67. Don’t run out of gas…you need volunteers <ul><li>Who will blog? </li></ul><ul><ul><li>Who will edit? </li></ul></ul><ul><ul><li>Who has the final say? </li></ul></ul><ul><li>Who monitors the social network? </li></ul><ul><ul><li>Jobs include: Welcoming new people, teaching, reminding people of rules of etiquette </li></ul></ul><ul><li>Who creates the content and uploads it? </li></ul><ul><li>Who approves it? </li></ul>
  68. 68. Your Turn!
  69. 69. Final thoughts
  70. 70. <ul><li>HOWARD GREENSTEIN </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul>Thank You!