1.
presented by Katherine M. Swartz, CAE
Greater Columbia Chamber of Commerce
Navigating from Good to Great Foundation
COR | Columbia Opportunity Resource

2.
Presentation Overview
 WHAT is Social Media?
 WHO is using WHAT tools
 HOW do I get started?
 WHY should I “go social?”
 WHAT are other
organizations like mine
doing?
 WHERE can I find additional
resources?

3.
The Rules. . .
 Browsing the Internet on these sites, commenting
and tweeting is strictly preferred!
 m.facebook.com (search for Columbia Chamber or
COR)
 linkedin.com (search for Columbia Chamber or
COR)
 m.twitter.com/colascchamber
 m.twitter.com/impactcolumbia
 Become a Follower
 Give us a shout out: @colascchamber
@impactcolumbia

4.
Socialnomics.com Video

5.
Online connectivity
Social media is an
e
is peopl
umbrella term that
Socia l media
defines various activities having
that integrate technology, t ions and
conversa ing
social interaction and the develop nline.
o
construction of words,
relati onships
pictures, video and audio.

6.
Types of social media
 Blogs  Social Networks
 Online chat and  Message Boards
Listservs  Photo Boards
 RSS (Really Simple  Podcasts & Videocasts
Syndication) Feeds  Video & Photo Sharing
 Widgets Sites
 Wikis  Virtual Worlds

7.
It’s all about relationships!
Social networking is about
relationships, not technology.
Social networking adds a powerful
additional way to increase visibility,
build personal and professional
brands, while generating leads and
future business.

8.
Facebook
• Nearly 800 million active users
is giving
worldwide; expected to top 1B in august
• Fastest member group is women ages
F acebook power to
e
eople th ake the
55-65
p
e and m n and
• 30 billions million pieces of content
shar
ore ope
posted each month (1 billion a day!)
• $104 bullion value (so they say) world m cted.
• Create a profile page and develop online conne
links with friends and acquaintances
• Businesses and organizations create
groups to stay connected with members,
clients, constituents and donors.
• Recently acquired Instagram, photo
sharing application for iPhone

9.
ECCO Private Group

10.
Forest Acres Neighbors (FAN)

11.
Join Group OR Like & Fan?
Group Page (Join) Fan Pages (Like)
 The ability to make them  Engage fans and
“invite only” or limited to customers
specific networks.  Allow entities such as
 Groups are “for members of public figures and
groups to connect, share and organizations to broadcast
even collaborate on a given information to their fans
topic or idea.”  Better for companies and
 Focused on organizing organizations
around topics or ideas.
More info: http://www.allfacebook.com/facebook-groups-pages-2010-02

12.
Features/Limitations
Facebook Fan Page Group Page
Unlimited membership. Membership capped at 5,000
Administrators appear as the members.
business when posting. Administrators appear as
Indexed by external search engines themselves when posting.
(Google, etc.).
Are not indexed by external search
Less page control over users: anyone engines.
can join – you can only restrict
Have more control over who joins
people by age and location.
by setting for member approval.
Can host applications.
Cannot host applications.
Can have ads that publicize the
Can have general ads on the page.
relationship between the user and
the page. Cannot use analytics and tracking.
Enables analytics and tracking. Does not resemble a regular profile
page.
Resembles a regular profile page.

13.
Pictures Are Worth a Thousand Words
 Flickr: Most popular
site. Yahoo-owned.
 Piacasa: Google’s
answer to Flickr. Free
editor.
 Instagram: Take photos
on your phone and
upload instantly.
 Pinterest: Virtual
pinboard.

14.
Pinterest . . . Taking 2012 By Storm

15.
Ideas for Using Pinterest
•Homes for Sale/Rent
•Yard/Home of the
Month
•Awesome neighbors
•Events/Projects – flyers
for things come up,
pictures during event
•Photos of board,
volunteers

16.
Microblogging: Tumblr, Twitter
Twitter  Tumblr
•Small bursts of information,  Share anything: text,
tweets, limited to 140 photos, quotes, links,
characters music, videos
•“As more community-centric  “Blissfully” easy
organizations join the  50:50 content is
platform, citizens will text:photos
increasingly engage with the
 Yesterday: 62,390,157
efforts taking place to move
posts/53,394,583 blogs
their community forward.”

17.
Blogging: Wordpress, Blogger
WordPress Blogger
Est. 2003  Est. 1999
Free (may need to register  Free (may need to register
domain) domain)
Open Source Platform  Google platform
Largest self-hosted blogging
 Super easy to set up
tool in the world.
 Ease of use with universal
CCN has a Wordpress site. So
does FAN. Goggle ID
Super easy to set up and use.  Group blogging available
Neighborhood themes available.
Integrate social media using
widgets.

18.
LinkedIn
o
cts you t
• 90 million+ members in 150
e
countries
Linke dIn conn ontacts
c
• Valued at more than $3 your trusted u
billion and helps yo ge,
knowled
• World’s largest online e xchange and
professional networking ideas, a
ities with
pportun work of
forum
o t
• Added functions like resume
br oader ne als.
n
and job postings, client
p rofessio
referrals and
recommendations, and apps
like book clubs and online
mentoring

19.
Connect neighbors to neighbors
•Discover common interests
•Share information
•Social activities
•Service/volunteer projects
•Crime
•Community meetings and
meetups
•Green/Environmental
Programs
•City/County Updates
•CCN Updates

20.
Sites We Like
Neighborland: focused on  HeyNeighbor.com: local
citizen participation. I want ____ network, similar to Craig’s
in my neighborhood. List (micro favors)
HomeElephant  MeetUp.com: Recreation,
NextDoor: free service that hobby, volunteer, like
defines a neighborhood group interests
and facilitate a website only for  Boston’s Neighbors for
those who there. Neighbors
EveryBlock: Enter zip code for  Montgomery Maryland’s
local updates Neighbors Campaign
Topix: message board for local  VolunteerMatch
community  Calista

21.
More Sites We Like
CrimeReports.com
EPA’s My Environment
Google Sites and Groups
SeeClickFix.com/Columbia
LeadersforCommunities.org
CommunityCollab.org
StableCommunities.org
Twitter.com/TwitterGood
Stories.Twitter.com
AmericanTowns.com

22.
What You Can Do Now
Reserve user names on sites  Then comment, like, RT,
you think you may use repin, etc.
eventually  Drop your own content.
Keep the user names  Thank those that share
consistent (or as consistent as your content.
possible)
 Designate some types of
Designate a team to develop a communication be shared
plan only via SM.
Commit to regular content –  Strongly encourage
daily, weekly, monthly. It everyone to follow you,
doesn’t have to be your own! esp. board,
Friend and follow others.  Watch your success
bloom!

23.
General Tips for Using Social Media
 Personal Branding. Be a social  Hire People. Need a good logo
personality that is connected designer or programmer? Send
and approachable. out a message asking for
 Get (and Give!) Feedback. Need recommendations. This is a very
an alternative perspective on quick and easy way to hire
how a website looks or the right freelancers or even companies
course of action to take? Blast based on familiar
out a message asking for advice recommendations.
and you’ll receive replies from  Direct traffic. Get traffic to your
other users. This collective Web sites or the sites of friends.
intelligence can be used as If you ask your friends to
fodder for articles or projects. message/tweet about it, the
message will spread faster and
further as other active users pick
it up. There is a viral nature to all
types of news.

24.
More General Tips. . .
 Read News. Find links to useful  Make New Friends. Connect
sites or articles and sources of with people outside of your
scoops and alternative news. You usual circle. Make an effort to
can also subscribe to feeds for add active users you find
specific Web sites/conferences, interesting. A social media
which allows you to receive and acquaintance can be developed
view content quickly. This is very into a long lasting friendship.
useful for active social news  Network for benefits. Interact
participants. with other like-minded people,
 Take Notes. Record important especially those in the same
ideas or concepts you want to industry. It can be used to
explore further. Include links establish consistent and deeper
relevant to ideas you want to relationships for future benefits
explore. Note taking can also be such as testimonials or peer
done offline via mobile recommendations.
applications.

25.
More General Tips. . .
 Business Management.  Use it as a To Do list. Use
Consider use as a company Twitter to record down what you
intranet that connects need to do while you are away
employees to one another. from the computer. Mark the
Workers can liaise with each tweet as a favorite to file it for
other when working on group referencing. Another alternative
projects. Particularly useful is to use an Online task
when certain workers go out management service that is
often in the field. Updates could synced with Twitter. One
be set to private for security example is Remember The Milk.
reasons.
 Set Up Meetings. Organize
impromptu meetups. It’s an
informal and casual way of
arranging a meeting.

26.
Last General Tips
 Provide Live coverage. Provide  Time Management and
real-time commentary which Analysis. Keep a detailed record
may help to spark further of what you are doing every
discussion or interest on the daily.
event as other users spread the  Notify Your Customers. Set up a
message. Very useful for citizen Twitter feed for the specific
journalism. purpose of notifying customers
 Acquire Votes. Send a link to when new products come in.
your stories you’ve Customers can subscribe via
submitted/written. Sometimes mobile or RSS for instant
your followers will vote up the notification. Twitter can also be
stories because they agree with used to provide mini-updates for
it. This allows you to acquire one-on-one clients.
more support for your efforts on
other social media Web sites.

27.
Bonus Tip: Fight the Addiction
 Constant connectivity can be addictive!
 Networking and network building is entertaining, if
not fun.
 Access to real-time information is valuable, if not
amazing.
 Time spent on social networking must be integrated
and balanced. Have a plan and be consistent.
 Mobile and automated applications should help you
maximize your time investment.
 Profiles and accounts should provide you efficient
access to contacts, resources, referrals and job
opportunities.

28.
It’s all about you, me and us!
 “If you don’t brand yourself,
Google will brand you.”
Sherry Beck Paprocki, co-author , “The
Complete Idiot’s Guide to Branding Yourself”
 Social networking is about our relationships
and what we want to say.

29.
Four Steps to Building a Personal
Brand create, communicate and maintain.
 Discover,
 Discover your passion and put it together with your
expertise;
 Create a “personal branding tool kit” (résumé, online
profile, blog and portfolio of your work) that
consistently reflects your brand;
 Communicate by pitching your brand online and
offline;
 Maintain, update and monitor any conversations
about your brand.
Dan Schawbel, author of “Me 2.0: Build a Powerful
Brand to Achieve Career Success”

30.
Social networking is fundamental.
 Social networking isn’t the latest advertising,
marketing, or public relations gimmick that
you can ignore. Social networking is life, and
it demands that you care.
 Every day, social networks are becoming
more relevant and useful to the people with
whom you’d like to communicate.

31.
Top Five Benefits for You and Your
Organization
s Listen first, speak later
e Find unexpected collaborators, and maybe
even colleagues
c Build a global business from scratch: Think of
social networking as your virtual rolodex, with
the ability to obliterate geographic boundaries
and connect from every point on the globe.
Find talent in the trenches
h Viral marketing on the cheap (and on the fly!)

32.
You already understand the
importance of relationships and
referrals. . . apply when using social media.
“The same rules
Social media empowers us to build our
networking around the clock, get feedback
instantly, and be aware of the customer’s state
of mind. Don’t think of social media as a
technology, but instead as a new way to do
what we’ve all done: network.”
Chris Jenkins, CAE, CISSP, CCNA, MCSE, Chief
Technology Strategist, Ohio Society of CPAs

33.
Old-School MarketingMarketing
Old-school marketing Neo vs. Neo
Marketing “rocks”
Marketers/advertisers do it Everyone does it
Focused on how the company Focused on how the user rocks
Marketers have the power Users have the power
Advertising Evangelizing
Branding and tightly controlled “brand Focus on passionate users and brand
message” “hijacked” by users
One-way broadcast or monologue Two-way conversation or dialogue
A >>> B A <<< >>> B
Company-created content User-created content
He who outspends, wins He who outteaches, wins
Mass markets Selective, focused users
One size fits all Personalized, custom-tailored
Deception Transparency and authenticity
30-second spots are king Word of mouth is king
Focus groups User feedback and contributions

34.
Simply put. . .
 It’s cheap
 It’s sticky
 It’s viral
 It’s highly visible
 It’s global
 It changes rapidly

35.
Resources
 Social Media Club Columbia
(www.smccolumbia.com) – FREE!
 www.mashable.com: social media news blog
covering cool new websites and social
networks
 http://www.ducttapemarketing.com/socialm
ediaforbusiness.pdf
 Local Experts: Keely Saye & Mandi Engram
 Go social with your feedback and questions.

36.
Let’s reconnect…socially!
 Katherine Swartz, CAE
 kswartz@columbiachamber.com
 803.733.1123
 www.columbiachamber.com
 www.ourcor.org
 www.twitter.com/katswartz

37.
“A healthy neighborhood is a
connected neighborhood.”
 Neighborhoods were the
original social network.
 One on three people
don’t know their
neighbors .
 The same number are
comfortable with social
media.
 Technology can help
bring back a sense of
community.