1.
SOCIAL MEDIA – PRIVATE VS PROFESSIONAL? BORDERS AND PRIVACY ISSUES <ul><li>Raimo Matvere </li></ul><ul><li>ADM Interactive </li></ul><ul><li>Strategist </li></ul><ul><li>[email_address] </li></ul><ul><li>www.adm.ee </li></ul>

2.
Topics <ul><li>What is social media? Facts, numbers, characteristics! </li></ul><ul><li>Corporate view </li></ul><ul><li>Social media – work vs private </li></ul><ul><li>What to keep in mind as private social media user? </li></ul><ul><li>Facebook – some tips </li></ul><ul><li>LinkedIN – some tips </li></ul><ul><li>Other channels? </li></ul><ul><li>Important Facebook rules </li></ul>

3.
Social media – why and what? <ul><li>Social media is based on relationships and self expression. Social media sites enable to start, build and grow relationships through self expression and social interactions. </li></ul><ul><li>Some characteristics: </li></ul><ul><ul><li>Social – relationships matter </li></ul></ul><ul><ul><li>Interactive, permanent change </li></ul></ul><ul><ul><li>Many-way messages </li></ul></ul><ul><ul><li>Considerable </li></ul></ul><ul><ul><li>It tells the stories </li></ul></ul><ul><li>How big is social media? </li></ul><ul><ul><li>http://youtu.be/uxzQPmrkCyM </li></ul></ul><ul><ul><li>http://www.youtube.com/watch?feature=player_embedded&v=x0EnhXn5boM </li></ul></ul>

4.
Social media – corporate view <ul><li>The most important questions you should ask: </li></ul><ul><li>What is the problem that you are solving? </li></ul><ul><li>What is the value you offer to your client through social media? </li></ul><ul><li>What are the client’s expectations? </li></ul><ul><li>Does activity in social media help to fulfill company’s targets? </li></ul><ul><li>Would you like to do that? Or you have to? Or „ everybody does “? </li></ul>

5.
What to keep in mind as a company or group/page holder? <ul><li>You should have real and understandable expectations! </li></ul><ul><li>If you don’t have a problem, what are you solving? </li></ul><ul><ul><li>„ like’s“ is not a decent goal! </li></ul></ul><ul><li>Social media is not „total, free promotion channel“! </li></ul><ul><li>Quick success? </li></ul><ul><ul><li>Possible, but usually long-term activity! </li></ul></ul><ul><li>You control only a small piece of all the messages connected with your company! </li></ul><ul><li>Stay always personal, avoid sending press releases and „official stuff“! </li></ul>

6.
Work vs private – is there any difference? <ul><li>Important questions to ask from yourself in terms of social media usage: </li></ul><ul><ul><li>Is it possible to totally separate work and private life? Is it necessary? </li></ul></ul><ul><ul><li>Are your values and ethical standards similar in work/private life? </li></ul></ul><ul><ul><li>Do you have something to lose in your worklife because of the texts, pictures, statements, videos etc on your accounts? </li></ul></ul><ul><ul><li>Are your differents social media accounts connected? The target group – is it the same or different on different channels? </li></ul></ul><ul><ul><li>Does your employer have social media rules? Do I act according to them? </li></ul></ul>

7.
Social media guidelines – should you have them? <ul><li>In most cases – rather „yes“! </li></ul><ul><ul><li>Especially consultation business </li></ul></ul><ul><li>The reasons: </li></ul><ul><ul><li>Trustworthyness is the key! </li></ul></ul><ul><ul><li>Consultation business have „faces“ that are under observation! </li></ul></ul><ul><li>Examples of social media policies and guidelines: </li></ul><ul><ul><li>Hill and Knowlton – simple; </li></ul></ul><ul><ul><li>Greteman Group – thorough and advising; </li></ul></ul><ul><ul><li>UK Civil Service – short and concrete; </li></ul></ul><ul><ul><li>Kodak – advising, marketing point of view. </li></ul></ul>

8.
6 key factors in social media! <ul><li>You are a storyteller! </li></ul><ul><li>Once you say something out – it is out and out of your control! </li></ul><ul><li>You can trust your friends, but… There is always a „but“. </li></ul><ul><ul><li>Even though, only very small group of people sees your profiles. </li></ul></ul><ul><li>Social media is like a cafe – act in the same way! </li></ul><ul><ul><li>You can make it midnight pub as well, but then the rules are different! </li></ul></ul><ul><li>You can be very explicit, if you want to! </li></ul><ul><ul><li>You just have to be responsible for every bite of information you give out! </li></ul></ul><ul><li>Think as online reporter – is there something that may have „news value“! </li></ul>

9.
No rules, just common sense? <ul><li>Be a person you actually are! </li></ul><ul><li>If possible, keep social media for private use and social media for professional purposes separated! </li></ul><ul><ul><li>Facebooks vs LinkedIN </li></ul></ul><ul><li>Your employer can’t force you to: </li></ul><ul><ul><li>show the connection </li></ul></ul><ul><ul><li>to promote the company </li></ul></ul><ul><ul><li>to say things that you do not want to say! </li></ul></ul><ul><li>Your employer can ask you to: </li></ul><ul><ul><li>not to cover some specific topics </li></ul></ul><ul><ul><li>act in a way that is more appropriate to company’s values, policies </li></ul></ul><ul><ul><li>to share the important information, if you find it valuable </li></ul></ul>

10.
Double check! <ul><li>Be sure that you don’t mix up public and private (neither substantially nor technically)! </li></ul>

11.
Don’t offend! <ul><li>Never embarass yourself and your employer, clients (or persons that are following you)! </li></ul>

12.
Too much information? <ul><li>You may have a problem, but be sure you don’t give out too much private information! </li></ul>

13.
Think about the background! <ul><li>Be careful, if you comment something. Don’t try to be witty if you don’t know the background! </li></ul>

14.
Facebook: everything and everyone are there? <ul><li>Rather do: </li></ul><ul><ul><li>Consider your network’s interests, mindset when posting information </li></ul></ul><ul><ul><li>Share positive information, critize constructively </li></ul></ul><ul><ul><li>Post information that is interesting, valuable </li></ul></ul><ul><ul><li>Find „your topics“ </li></ul></ul><ul><ul><li>Accept that everyone is different – it someone’s activity disturbs you, let him/her know PRIVATELY </li></ul></ul><ul><li>Rather don’t: </li></ul><ul><ul><li>„ Like“ and „share“ every campaign; </li></ul></ul><ul><ul><li>post updates about Farmville and other games </li></ul></ul><ul><ul><li>Try to sell something through FB all the time </li></ul></ul><ul><ul><li>Hope that smiley will turn every spicy comment to joke </li></ul></ul>

15.
Facebook – privacy setting <ul><li>Find Privacy Settings: </li></ul><ul><ul><li>Account > Privacy Settings </li></ul></ul><ul><li>Overview about the privacy settings </li></ul>

16.
How „findable“ are you? <ul><li>Connecting on Facebook – you can change, how is it possible to find you on FB. </li></ul>

17.
Is your profile visible in search engines? <ul><li>How to hide your profile from search engines? </li></ul>

18.
LinkedIN – find and look professional! <ul><li>Connect to people with the same interest </li></ul><ul><li>Perfect self-promotion tool </li></ul><ul><li>There is fun as well… but be more reasonable and businesslike than in FB </li></ul><ul><li>Possible goals in LinkedIN: </li></ul><ul><ul><li>Collecting your business contacts together to one enviroment </li></ul></ul><ul><ul><li>Recruitment – build your CV, update it </li></ul></ul><ul><ul><li>Professional discussions, know-how </li></ul></ul><ul><ul><li>Promoting your services as company, finding employees </li></ul></ul>

19.
Possibilities for LinkedIN user <ul><li>Exact overview about your career, professional achievements, education! </li></ul><ul><li>Link other social media account that show your professionalism: </li></ul><ul><ul><li>Slideshare </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><li>When seeking a job – ask a recommendation </li></ul>

20.
Show your professionalism: Twitter, Slideshare <ul><li>Twitter – possibility to show the professionalism: </li></ul><ul><ul><li>Find the topic you know </li></ul></ul><ul><ul><li>Add value by generating the content or gathering it </li></ul></ul><ul><ul><li>Twitter is more public than FB – retweets </li></ul></ul><ul><ul><li>Good source for media channels – keep in mind! </li></ul></ul><ul><ul><li>Environment for opinion leaders </li></ul></ul><ul><li>Slideshare – gather and share the presentations! </li></ul><ul><ul><li>You control the downloading possibilities and access </li></ul></ul><ul><ul><li>You can educate your clients, friends, co-workers </li></ul></ul><ul><ul><li>Remove all the private data before uploading </li></ul></ul>

21.
Video and photo sharing <ul><li>It is fun – do it, people like to view and listen beautiful, interesting, strange things! </li></ul><ul><li>Three things to keep in mind: </li></ul><ul><ul><li>Don’t violate copywrite! </li></ul></ul><ul><ul><li>Respect the viewers – don’t upload content with very low quality! </li></ul></ul><ul><ul><li>What if your wife/husband, boss, children will see these pictures, videos? Do they accept it? </li></ul></ul>

22.
My honest advices to you! <ul><li>Google yourself! </li></ul><ul><li>Be yourself, don’t pretend! </li></ul><ul><li>If you hesitate, don’t post it! </li></ul><ul><li>You can’t control the social media, you can control yourself! </li></ul><ul><li>It’s fun until you don’t feel the pressure! </li></ul><ul><li>You and employer can co-exist in social media – know each others! </li></ul><ul><li>Social media never replaces real life! </li></ul>

23.
Facebook rules you should know! <ul><li>In promoting something in Facebook you are not allowed: </li></ul><ul><ul><li>To spam </li></ul></ul><ul><ul><li>To gather the information by using bots, robots etc technical possibilities </li></ul></ul><ul><ul><li>To spread pyramid marketing schemes in FB </li></ul></ul><ul><ul><li>To publish user data and contacts in promotional materials </li></ul></ul><ul><ul><li>Hand on the data that is gathered from Facebook to ad networks, media companies and to other marketing service providers </li></ul></ul><ul><ul><li>Show third party ads on Facebook pages </li></ul></ul>

24.
4 rules for marketing activities in Facebook <ul><li>It is not allowed to ask users to like wall post, comment it or share the video-photo in order to participate in games! </li></ul><ul><li>It is not allowed to involve automatically users to games, lotterys who like pages, checks in or starts using application. </li></ul><ul><li>It is not allowed to announce the game/lottery winners through FB wall, message or chat! </li></ul><ul><li>It is not allowed to suggest users to register FB account to participate in games, lotterys, competitions. </li></ul>

25.
Have a social summer! <ul><li>Raimo Matvere </li></ul><ul><li>ADM Interactive </li></ul><ul><li>Strategist </li></ul><ul><li>[email_address] </li></ul><ul><li>www.adm.ee </li></ul>