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Pamela Rutledge: Professional's Guide to Navigating Social Media


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Presentation from American Psychological Association National Convention 2012 Symposium. Guidelines for social media for clinicians, practitioners and professionals.

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Pamela Rutledge: Professional's Guide to Navigating Social Media

  1. 1. Guidelines for Professionals and Practitioners Pamela Rutledge, PhD, MBA Director, Media Psychology Research Center @pamelarutledge 2012 APA Annual Convention, Orlando, Florida August 2, 2012
  2. 2. Pamela Rutledge, PhD, MBA • Director, Media Psychology Research Center • Faculty, Massachusetts School Of Professional Psychology And Instructor, UCIrvine Ex • Blogger, Psychology Today, Positively Media • Interests: Transmedia narratives, visual and data design, designing for optimal engagement • Expert source for the media on psychological implications of emerging and social technologies
  3. 3. The Big Questions1. What is your digital presence?2. What do you want it to be?3. How do you manage your digital presence to support your professional goals and ethical standards?
  4. 4. It’s A Social World• Social media has benefits and pitfalls• You have a digital presence whether you know it or not• You can’t control it, but you can actively participate and monitor it
  5. 5. Key Point #1 There is a difference between a digital presence and social media
  6. 6. Digital Presence vs. Social Media• Digital presence = public online impression – Multiple sources – Additive impressions• Social media are tools – Like any tool, you have to use them for them to work
  7. 7. Key Point #2 Different types of social media have different properties
  8. 8. Social Media are Information Organizers• Information searches – Google, Yahoo, Bing• Folksonomy: Tagging and Curation – Digg, Scoop it!• Blogs/Microblogs – Blogster, Twitter, Posterous• Wikis – Collaborative databases, like Wikipedia• Social Networking Sites – Bounded communities
  9. 9. Key Point #3 Social media strategies start with a strategy, not with a Facebook page
  10. 10. Social Media Strategy• Tools are only useful if you know – what you want to do – what tools will get the job done.• Online networks are like offline ones – People use Twitter, Facebook, blogs, and LinkedIn to meet people, share resources and connect with colleagues
  11. 11. Key Point #4 Social media are are not a waste of time unless you allow them to be
  12. 12. Social Media: Total Time Suck?• Social media networks are not a waste of time unless you allow them to be• Networking opportunities• Great way to build social capital• Be very clear on WHY you’re doing it and the outcomes you want to see
  13. 13. Key Point #5 You need a mission statement
  14. 14. Mission Statement:Questions to Answer• Why am I on social networks and what will I use them for?• How do I want to build my personal or organizational brand using social media?• What outcomes do I want to see from my time?• How does social media fit into my overall strategy?
  15. 15. Mission Statement:Types of Goals• Promote your business or practice• Promote your brand• Promote a cause or organization• Build a community around issues important to you• Provide information based on your area of expertise
  16. 16. Mission Statement:Your Social Media CompassExample:I use social networks to share my perspective, knowledge and expertise,connect with and learn from other professionals, and to build mypersonal brand to expand my business opportunities.By using social media, I want to increase blog traffic, consulting andspeaking opportunities, create a market for future book sales, and recruitfor the academic programs where I teach.To achieve this, I create and build my personal brand online by beinghonest, authentic, responsive and by making sure that anything I write,say or do publicly is consistent with my professional interests andpersonal values.
  17. 17. Key Point #6 Creating a social media policy
  18. 18. Social Media Policy: Why?• Writing out a social media policy is important because: – It forces you to think it all the way through – It allows you to articulate your policies to your clients – It provides a blueprint to evaluate future choices and decisions
  19. 19. Social Media Policy: Examine Boundaries• What information is public, what should be kept private• What are the rules for researching customers, clients and co-workers• How you can be contacted and when• What information is appropriate for clients and co-workers to share with you• How you will handle clients and co- workers finding out stuff about you
  20. 20. Key Point #7 Choose your tools carefully
  21. 21. Choosing Social Media Tools• Know what they do – Privacy – Access – Time requirements – Technical facility• Evaluate tools against your social media policy• Make sure you can maintain them in a way that supports your goals
  22. 22. Sample Evaluation Grid Completel Mostly Mostly Access Control Potential y Public public private Website x Blog x Twitter x x LinkedIn x x Facebook x x x Flickr x x x Pinterest x Professional sites (i.e. faculty x profiles, company profiles) Curation tools (Scoop, x Google+ x
  23. 23. Key Point #8 Connect your tools so they feed each other
  24. 24. Key Point #9 Build relationships
  25. 25. Key Point #10 Think before you speak
  26. 26. So Many Tools, So Little Time• Social networks like Facebook, LinkedIn• Blog accounts like Blogger, WordPress, Tumblr, Posterous• Microblogging sites, like Twitter,• Bookmarking accounts like Digg, Reddit, StumbleUpon• Curation accounts, like Scoop it! Pinterest• Photo sharing, like Flickr• Community creation like• Presentation sharing, like SlideShare• Video platforms like, YouTube, Vimeo, and Viddler• Audio platforms like
  27. 27. When Does a Facebook Page Make Sense?
  28. 28. Displaying Expertise Relevant to Platform
  29. 29. Conclusion• Social media tools allow you to build an effective online presence in multiple ways if you: – Create a social media mission statement – Design your strategy and goals – Pick your tools based on what they can do to support your strategy – Be honest, consistent and engage (but don’t lecture) – Have fun
  30. 30. THANK YOUFOR QUESTIONS OR COPIES OF THIS PRESENTATION: Pamela Rutledge, PhD, MBA Director, Media Psychology Research Center @pamelarutledge