This document provides an overview of social media and how it can be used for organizational purposes. It discusses popular platforms like Facebook, Twitter, and YouTube and why organizations should maintain a presence on them. These include brand management, crisis communication, thought leadership, and increasing qualified website traffic. The document also outlines best practices for social media use, such as defining goals, writing for the platform, using hashtags and URLs, video strategies, and networking. The overall message is that social media can help organizations connect with key audiences and establish expertise when used consistently and transparently across multiple channels.

1. What You Need to Know
About
Social Media

2. What is Social Media?

3. Why Use Social Media?
• Brand management
• Crisis Management
• Media Relations
• Thought Leadership
• Search Engine Optimization
• Low cost / ROI
• Building community
• Humanizing

4. Who is Listening?
• Journalists
• Bloggers
• Amplifiers
• Customers
• Stakeholders
• Policymakers

5. Define Success!
• Set goals:
• Web page clicks
• Newsletter sign ups
• Fundraising dollars
• Event attendance
• Quality over quantity

6. Sample Blog

7. Sample Blog

8. Writing for Social Web

9. Blogger Relations
• Create lists via search and blogroll
• Consider authority of blog
• Build relationships before the crisis
• Don’t send press releases
• Do share exclusives!

10. What is Twitter?

11. What is Twitter?

12. What Industries is Twitter
Impacting?
• Journalism – Miracle on the Hudson
• Entertainment – Opening Night
• Education – Collaboration
• Government – Twitter Townhall, CDC
• PR – Weinergate
• Politics – Arab Spring

13. Twitter Terms
•Tweet - A short update of what you are doing in 140 characters.
•Followers - People who are subscribed of your updates or fondly known as
Tweets.
•Following - People you are interested for following by subscribing to their
updates or tweets.
•Direct Message (DM) - Sending a Direct Message to your followers.
•At (@) - You can use this when you are referring him/her in your updates.
You can prefix their username with @ to display his/her Twitter account in the
update.
•Re-Tweet (RT) - You can relay a tweet or update by a Twitterer or Tweeter
to everyone who are following you.
•Hashtag (#) - When you want to tell something specific about some issue or
subject, you can prefix your subject with #.
•Tweet - Up - When a group of Twitterers or Tweeters arranges a meeting
for a social interaction or for some bloggers meet and so on.
•Source: http://www.hellboundbloggers.com/reviews/websites-reviews/twitter-definitions-for-newbies

14. Why Use Twitter?
• Share news and information
• Get feedback
• Connect with others (humanizing)
• Network from your desk!
• Mobilize around issues/legislation
• Shorter and faster than blogging
• Build presence in case of crisis

15. Things to Consider
• Who owns your tweets?
• What if you switch jobs?
• What disclaimers do you need?
• Can you humanize your work account?

16. Search.Twitter.com

17. What is Facebook?

18. Why Use Facebook?
• Visibility
• Maintaining Contacts
• Promoting brand/products/issue
• Your friends, colleagues, business partners,
affiliates, voters, and amplifiers are there.

19. Online Video

20. The 5 W’s of Online Video
Who? - YOU!
What? - Keep it simple. Bio’s, events,
interviews.
Where? - YouTube, your homepage, your
newsletter
When? - Viewers can watch whenever. Always
catch media moments!
Why? - Powerful, inexpensive, engaging.

21. Get started

22. Use URL Shorteners

23. Next Steps
3) Network
–Facebook
–Twitter
–YouTube
4) Conversation
–Consistency
–Quality
–Transparency

24. What You’re REALLY Doing
• Increasing qualified website traffic
• Building relationships
• Establishing a record of expertise

25. Multiple Channels
Your
Website

26. Questions?
Shana Glickfield
ShanaG@BeekeeperGroup.com
@DCconcierge OR @BeekeeperGroup
202-540-8787 ext.201