• What is social networking and social media?
• How is social media relevant?
• What could using social media look like for your business?
is based on mutually
buy a product/service.
They get value.You get value.
• The sum of the experience is
greater than its parts.
Relationships are business.
Relationships build business.
“Social media [is] primarily Internet- and mobile-based tools
for sharing and discussing information among human beings.”
quot;Social media.quot; Wikipedia, The Free Encyclopedia. 28 Jan 2009, 12:33 UTC. 28 Jan 2009 <http://en.wikipedia.org/w/
SOCIAL VS OTHER MEDIA
• The big difference: infrastructure cost (and tools)
media (newspapers, television, radio):
require capital to create and publish content/information
• Socialmedia: relatively inexpensive, wide-reaching, user-driven;
taps into the social network to which you already belong
• Reach: Anyone can reach an audience (from local to global).
• Accessibility: Anyone can afford to participate.
• Usability: It's easy.
• Recency: It's immediate.
Why the web is different: There can be direct relationships
that are not mediated by anyone else. (No editors.)
• People can connect with you in
multiple ways (email/chat, blogs,
• And it's a [more than] two-way
street. People talk about you, not
just to you.
• Social media makes tangible your existing relationships.
• Youneed to determine:
• your role
• your groups and communities
• your level of interaction
• your expectations
Social networking is changing
how individuals communicate.
Social media is changing
how businesses do business.
WHO ARE YOU
• Look at your groups:
• customers (existing and potential)
• employees (existing and potential)
• community stakeholders
• vendors, partners, competitors,
colleagues, friends and family
• Where are the overlaps?
• Social media is public
• Groups determine relevance
and convention (folksonomy)
WHO IS TALKING
FOR YOUR BUSINESS?
media blurs the lines between the individual and
the business. (“brandividualism”: company brand versus individual’s brand)
• Authentic voice
• Ability to speak for the organization
• Internal information
• Internal inﬂuence
TALKING TO VS TALKING WITH
“Much as we may have assumed that web-based social
networks were a way to talk ‘with’ masses of customers, it
turns out they are instead a better way to talk ‘to’ those
customers.” Andrea Learned
• What do you have to say?
You have a story—tell it. Be relevant and interesting.
You have knowledge—share it. Give it away.
• What do you have to hear?
Others have things to say—be an active listener. Respond to
questions, ideas and concerns.
HOW MUCH TIME DO YOU
HAVE TO SPARE?
• It takes time.
• to read, write, and respond
• to analyze, assess and measure
• to build relationships, make
connections and follow paths
• 1-2 hours per day to start
• Demand can grow exponentially.
SHOW ME THE MONEY
• How does your online engagement
• How do those relationships
transfer into sales, memberships,
• How much does engaging cost you?
• How much does it earn you?
• Yourtime investment should be in proportion to:
• your business type
• your customer type
• Your investment needs to be ongoing and incremental.
• Questionsfor you:
• Do you have the time?
• Do you have the resources?
• What will you give up to do this?
• Can you give up control?
• HereComes Everybody:
The Power of Organizing Without Organizations, Clay Shirky
• “Social Media Is Not a Life Raft,” Chris Brogan
• “Making Sense of Social Media for Your Business,” VerticalResponse
• Tribes: We Need You to Lead Us, Seth Godin
• “Twitter To
Go: How one local coffee shop used Twitter to
double their clientele. What’s YOUR story?,” Blog of Mr. Tweet