Social Media 101: Facebook, LinkedIn, Twitter


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Some simple social media marketing tricks on Facebook, LinkedIn and Twitter

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Social Media 101: Facebook, LinkedIn, Twitter

  1. 1. Social Media 101 Facebook, LinkedIn and Twitter Scott K. Wilder
  2. 2. Introductions <ul><li>Scott K. Wilder – SVP – Social Media Architect, Edelman Digital </li></ul><ul><ul><li>Currently SVP/Social Media Architect at Edelman – Digital. Founded and managed Intuit’s Small Business Online Community and Social Programs. Before Intuit, Scott was the VP of Marketing and Product Development at Kbtoys / eToys, the founder and director of, and held senior positions at Apple, AOL, and American Express. Scott is also a founding Board member of the Word of Mouth Marketing Association. He received graduate degrees from New York University, The Johns Hopkins University and Georgetown University </li></ul></ul>
  3. 3. Overview <ul><li>What we will cover: </li></ul>This will be a good webinar if….you’ve gained insight into how to optimize your presence on the Big 3 Social Networks
  4. 4. A Three Ring Circus
  5. 5. Why should you care? <ul><li>You are your own media company </li></ul>
  6. 6. The obvious – but the Big 3 dominate
  7. 7. Lets take a look at Facebook
  8. 8. Facebook – Starting out So much here The Wall Updates Activities
  9. 9. Facebook – The obvious and the not so obvious <ul><li>More than 400 million active users </li></ul><ul><li>50% of our active users log on to Facebook in any given day </li></ul><ul><li>More than 35 million users update their status each day </li></ul><ul><li>More than 60 million status updates posted each day </li></ul><ul><li>More than 3 billion photos uploaded to the site each month </li></ul><ul><li>More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week </li></ul><ul><li>More than 3.5 million events created each month </li></ul><ul><li>More than 3 million active Pages on Facebook </li></ul>Source: Facebook
  10. 10. Facebook <ul><li>Average User Figures </li></ul><ul><li>Average user has 130 friends on the site </li></ul><ul><li>Average user sends 8 friend requests per month </li></ul><ul><li>Average user spends more than 55 minutes per day on Facebook </li></ul><ul><li>Average user clicks the Like button on 9 pieces of content each month </li></ul><ul><li>Average user writes 25 comments on </li></ul>Source: Facebook
  11. 11. Facebook: Content Matters <ul><li>Your URL -- Name of page: </li></ul><ul><ul><li>Can't be changed </li></ul></ul><ul><ul><li>N eed to have a 100 fans </li></ul></ul><ul><ul><li>Impact of other URLs </li></ul></ul><ul><li>Profile Info can impact search results </li></ul><ul><ul><li>Fill out all information </li></ul></ul><ul><ul><li>Photos should have captions, events with descriptions.. maybe even discussion forum, important cause all pages are indexable (also important to get users to comment and like your content </li></ul></ul><ul><ul><li>Use ‘info’ tab for keywords – help with Google too. </li></ul></ul><ul><ul><li>Photos should have captions, events with descriptions.. maybe even discussion forum, important cause all pages are indexable (also important to get users to comment and like your content) </li></ul></ul>
  12. 12. Facebook: Fan Page vs. Group Page debate <ul><ul><li>Source: </li></ul></ul>
  13. 13. Facebook: Fan Page <ul><li>Plan out your approach – and the intention of keeping some items locked in and some evolving </li></ul><ul><li>Choose a name for your Fan Page and don’t change it </li></ul><ul><li>FB will disable generic names (Kleenex) </li></ul><ul><li>Leverage the ‘About’ text box – with key words / phrases </li></ul><ul><li>Photos should have captions, events with descriptions – “text is key” </li></ul><ul><li>Discussion forums create ‘Search engine juice’ cause all pages are indexable (also important to get users to comment and like your content) </li></ul><ul><li>Google Juice and Facebook Frappe: </li></ul><ul><ul><li>Link from your home page to your FB page (reputation management -- links like Google) - Inbound links important </li></ul></ul><ul><ul><li>Profile Page searched by Google. </li></ul></ul><ul><ul><li>Make sure as much content is open/available to everyone </li></ul></ul><ul><ul><li>Set Privacy settings to Public (at least double check) </li></ul></ul>
  14. 14. Facebook – Successful Marketing Tactics
  15. 15. Lets take a look at Twitter
  16. 16. Twitter <ul><li>Growth: </li></ul><ul><ul><li>November 1, 2008: 1 million Tweets </li></ul></ul><ul><ul><li>November 1, 2009: 5 million Tweets </li></ul></ul><ul><ul><li>March 4, 2010: 10 million Tweets </li></ul></ul><ul><ul><li>Check out the counter </li></ul></ul>
  17. 17. Twitter - What’s the Business Strategy? <ul><li>Twitter is a huge community but the format is quite limited. </li></ul><ul><li>Companies engage with Twitter in a number of different ways: </li></ul><ul><ul><li>Evangelistic Engagement </li></ul></ul><ul><ul><li>Customer Support </li></ul></ul><ul><ul><li>Brand Management </li></ul></ul><ul><ul><li>Crisis Management </li></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><li>As will all social networks, search is a secondary mechanism after network building – but your goals will impact how you choose to optimize for search. </li></ul>
  18. 18. Twitter <ul><li>Real-Time Publisher </li></ul><ul><li>Items that could negatively impact your placement on Search Results page </li></ul><ul><ul><li>Repeatedly posting duplicate or near-duplicate content (links or tweets) </li></ul></ul><ul><ul><li>Abusing trending topics or hashtags (topic words with a # sign) </li></ul></ul><ul><ul><li>Sending automated tweets or replies </li></ul></ul><ul><ul><li>Using bots or applications to post similar messages based on keywords </li></ul></ul><ul><ul><li>Posting similar messages over multiple accounts </li></ul></ul><ul><ul><li>Aggressively following and un-following people </li></ul></ul><ul><li>Some challenges: </li></ul><ul><ul><li>Finding your Tweet from the past </li></ul></ul>
  19. 19. Twitter – Need to Tweet! <ul><li>Goal: Optimizing Your Search Presence </li></ul><ul><li>Getting your results to the top: Retweet </li></ul><ul><li>Search is very primitive – creating a recency ordered list with NO relevancy ranking at all </li></ul><ul><li>Popular Hashtags can get swamped from a search perspective </li></ul>
  20. 20. Twitter - Strategy <ul><li>Goal: Optimizing Your Search Presence: Marketing </li></ul><ul><li>Strategy </li></ul><ul><ul><li>Go after the mid-tail. Results on secondary terms can often persist for quite some time. </li></ul></ul><ul><ul><li>The core words for SEO may be totally inappropriate since they are too popular and will be quickly swamped. </li></ul></ul><ul><ul><li>Test timing carefully – since recency is key. </li></ul></ul>
  21. 21. Twitter - Strategy <ul><li>Goal: Optimizing Your Search Presence: Marketing </li></ul><ul><li>Strategy </li></ul><ul><ul><li>You can’t own the long tail with your marketing or evangelical teams – but your product teams might be able to… </li></ul></ul><ul><ul><li>These tweets can last for quite a long time. </li></ul></ul>
  22. 22. Lets now take a look at LinkedIn
  23. 23. Why use LinkedIn <ul><li>Known as the social network for business </li></ul><ul><ul><li>Remember few other companies have had success in this area </li></ul></ul><ul><li>Build your reputation and your brand’s reputation </li></ul><ul><li>Build your network </li></ul><ul><li>Great learning platform (via Groups, Answers, etc.) </li></ul><ul><li>Create Google Juice for SEO </li></ul>
  24. 24. LinkedIn - What’s the Business Strategy? <ul><li>LinkedIn is professional networking site – one of it’s main functions is personal job search. This makes it a double-edged sword for businesses. </li></ul><ul><li>Because LinkedIn is a professional network – participants are generally comfortable getting and distributing business information – it doesn’t have the “content conflicts” that Facebook may. </li></ul><ul><li>Likely Business Strategy: </li></ul><ul><ul><li>Optimize access to your public-facing people </li></ul></ul><ul><ul><li>Optimize job-seeking capabilities </li></ul></ul><ul><ul><li>Use Groups for professional marketing </li></ul></ul>
  25. 25. The Power of ‘Groups’
  26. 26. LinkedIn – Power of Groups
  27. 27. Building Influence via Answers
  28. 28. Keeping Track Of Your Network
  29. 29. LinkedIn: Leveraging Search <ul><li>Types of Search </li></ul><ul><ul><li>People Search </li></ul></ul><ul><ul><li>Jobs Search </li></ul></ul><ul><ul><li>News Search </li></ul></ul><ul><ul><li>Forum Search </li></ul></ul><ul><ul><li>Group Search </li></ul></ul><ul><ul><li>Company Search </li></ul></ul><ul><ul><li>Reference Search </li></ul></ul><ul><ul><li>Address book Search </li></ul></ul><ul><ul><li>Answers Search </li></ul></ul>
  30. 30. LinkedIn - Search <ul><li>Goal: Optimize Access to your Public Facing people </li></ul><ul><li>Basics: </li></ul><ul><ul><li>People Search on LinkedIn is the default option and almost certainly dominates all search on the system </li></ul></ul><ul><ul><li>Search is keyword based and faceted. It searches all entered fields. Advanced options allow for numerous facets. </li></ul></ul>
  31. 31. LinkedIn - Social Advantage <ul><li>Goal: Optimize Access to your Public Facing people </li></ul><ul><li>Social Advantage </li></ul><ul><ul><li>LinkedIn suggestions are based on your existing network – so people and companies are surfaced first if you are closely connected. </li></ul></ul>
  32. 32. LinkedIn - Strategy <ul><li>Goal: Optimize Access to your Public Facing people </li></ul><ul><li>Strategy </li></ul><ul><ul><li>Create a standard for all public-facing sales/marketing/communications employees. Make sure that key fields are filled out (company, website, company info, industry) in a standard fashion and that strategic keywords are used in basic profiles. </li></ul></ul><ul><ul><li>Make sure your company profile is accurate and has appropriate keywords. </li></ul></ul><ul><ul><li>Make sure that employees join key groups. </li></ul></ul><ul><ul><li>Encourage broad networks for the appropriate people. </li></ul></ul>
  33. 33. LinkedIn - Basic Facts <ul><li>Goal: Optimize Job-Seeking Capabilities </li></ul><ul><li>Basics: </li></ul><ul><ul><li>Linked-In Job Search is keyword based. </li></ul></ul><ul><ul><li>Listing are posted for 30 days and are not sorted (by default) by listing. </li></ul></ul>
  34. 34. LinkedIn - Advantage <ul><li>Goal: Optimize Job Seeking </li></ul><ul><li>Social Advantage </li></ul><ul><ul><li>Nearly all LinkedIn Members are open to job postings. You can use your employee networks to get qualified eyeballs on your postings. </li></ul></ul>
  35. 35. LinkedIn - Strategy <ul><li>Goal: Optimize Job-Seeking </li></ul><ul><li>Strategy </li></ul><ul><ul><li>Keyword Stuff your posts. The search algorithm is basic and rewards heavy density of keywords. Notice that very few listings are shown and since date isn’t the key sort a keyword dense listing will pull many more eyeballs. </li></ul></ul><ul><ul><li>By default, LinkedIn populates the search with the searchers zip code (assuming they are logged-in). Make sure your job listing is targeted to the area from which you expect the best pull. </li></ul></ul><ul><ul><li>Make sure you have a corporate image uploaded – it really adds visual snap to the listing. </li></ul></ul>
  36. 36. LinkedIn - Basic Facts <ul><li>Goal: Using Groups for Marketing </li></ul><ul><li>Basics: </li></ul><ul><ul><li>User Groups are Keyword matched but not sorted by keyword relevance or user group communications. </li></ul></ul><ul><ul><li>The default sort is by Group Size. </li></ul></ul>
  37. 37. LinkedIn - Social Advantage <ul><li>Goal: Using Groups for Marketing </li></ul><ul><li>Social Advantage </li></ul><ul><ul><li>Most group sign-ups are social based – so search is definitely a fall-back tool. </li></ul></ul>
  38. 38. LinkedIn - Strategy <ul><li>Goal: Using Groups for Marketing </li></ul><ul><li>Strategy </li></ul><ul><ul><li>Target secondary core words if there are already large groups in your field. </li></ul></ul><ul><ul><li>Since this is a “rich-get-richer” search system, aggressive recruitment is definitely rewarded. </li></ul></ul>
  39. 39. LinkedIn – External Search <ul><li>External search engines such as Google love LinkedIn (note: Facebook and Twitter are quickly getting the love!) </li></ul><ul><li>Keyword strategy important: </li></ul><ul><ul><li>S earch will be done in all profile text including summaries, job descriptions, school names, job titles,  </li></ul></ul><ul><ul><li>Fill in all fields </li></ul></ul><ul><ul><li>Consider carefully job titles, descriptions, etc. </li></ul></ul><ul><li>Links into your page / links externally </li></ul>
  40. 40. Influence on Google
  41. 41. Summary: <ul><li>Fish where the fish swim – the Big 3 becoming increasingly important </li></ul><ul><li>Consider the Big 3 as part of your lead generation strategy (and direct sales in some cases) </li></ul><ul><li>Remember – Google, Bing, etc. are starting to integrate these into their search results </li></ul><ul><li>Remember—Neither of these platforms do a great job in helping you find old content/posts </li></ul><ul><li>Plan on Facebook being a walled in experience – where it might not be necessary to visit other sites </li></ul>
  42. 42. It’s an overused cartoon now, but it still applies…
  43. 43. Thank You.. Questions? <ul><li>Scott K. Wilder </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Send me suggestions for future webinar topics </li></ul></ul>