Five umbrella rules for building successful a successful social media strategy for your brand, including knowing when to automate, minimizing self-promotion and learning how to tell a better story.

1. Social Media: Making
Connections & Making
them Work
#DCBKK October 20, 2013
Jodi Ettenberg
Author, Speaker & Soup Eater
www.jodiettenberg.com
@legalnomads

2. Social Media: Making Connections & Making Them Work

3. Social Media: Making Connections & Making Them Work
Today:
Reframe your
relationship with social
media.

4. Social Media: Making Connections & Making Them Work
Today:
Provide practical advice
on automating some
aspects of social media -and when automation
should be shelved for more
human interaction.

5. Social Media: Making Connections & Making Them Work
Today:
How best to optimize your
brand’s core message for
repeatability using
storytelling.

6. Social Media: Making Connections & Making Them Work

7. Social Media: Making Connections and Making Them Work
When used strategically, social streams are
the best bridges we have to link a growing
community to our businesses.

8. Social Media: Making Connections & Making Them Work
There is a difference between outward-facing social
relationships, and inward-facing social relationships.
VS

9. Social Media: Making Connections and Making Them Work

10. Social Media: Making Connections and Making Them Work

11. broad principles to
increase engagement,
community loyalty, &
improve your
relationship to social
media.

12. Social Media: Making Connections & Making Them Work
1. Always provide
value through
social streams (&
value your users).

13. Social Media: Making Connections and Making Them Work
"The bottom line is that your Page strategy should still
stay the same: produce high quality content and
optimize for engagement and reach. You can do
this by focusing on these tips when creating your Page
posts:
● Make your posts timely and relevant
● Build credibility and trust with your audience
● Ask yourself, “Would people share this with their
friends or recommend it to others?”
- Facebook for Business, August 24, 2013

14. Social Media: Making Connections & Making Them Work
Ask meaningful questions instead of like-baiting.

15. Social Media: Making Connections and Making them Work
Curate links to learn from, educate and inspire.

16. Social Media: Making Connections & Making Them Work
2. Don’t conflate
noise with
community.
(That is: no douchetaggery
allowed.)

17. Social Media: Making Connections & Making Them Work

18. Social Media: Making Connections & Making Them Work
Twitter’s take:
“Hashtags are most powerful when you use
them judiciously. Including more than two in
a Tweet is probably overkill.”
- Best Practices for Hashtags, Twitter
(https://dev.twitter.com/media/hashtags)

19. Social Media: Making Connections & Making Them Work
Facebook’s foray into hashtags:
“Quality, not hashtags, is what our News Feed
algorithms look for so that Pages can increase their
reach."
- CNET, “Facebook hashtags said to have zero viral
impact”, September 4, 2013

20. Social Media: Making Connections & Making Them Work
3. Minimize selfpromotion.
(That is: no douchebaggery
allowed.)

21. Social Media: Making Connections & Making Them Work
We trust people more when
they show us they are great,
not tell us they are great.
- Wired for Story,
by Lisa Cron

22. Social Media: Making Connections & Making Them Work
Work on creating goodwill,
then using it sparingly.

23. Social Media: Making Connections & Making Them Work
"In short, the secret of promotion in the age
of social media isn't to promote yourself.
It's to promote others.”
- Tim O’Reilly, “The Truth about Social
Media Marketing.”

24. Social Media: Making Connections & Making Them Work

25. Social Media: Making Connections & Making Them Work

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4. Know when to
automate.

27. Social Media: Making Connections & Making Them Work
Yes
No
Tweetdeck / Buffer - scheduling. Leaving anchor text and titles
unchanged when retweeting.
News.me / Twitter curation tools Cross-posting to several
(* requires that you do not follow different media without
back on Twitter).
changing context, tone.
Social Bro, Tweriod: good for
time to tweet.
Using “new” RTs in lieu of old
style or “via”.
Bitly - link analytics.
Reposting your own work with
same anchor text as earlier.

28. Social Media: Making Connections & Making Them Work

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31. Social Media: Making Connections & Making Them Work
Endless recipes to automate contentmapping.
Examples:
● Save articles to Pocket → Buffer →Google
Spreadsheet.
● Fave article on Pocket → Evernote

32. Social Media: Making Connections & Making Them Work
5. Distill your
messaging into a
story, and tell that
story on social
media.

33. Social Media: Making Connections & Making Them Work
"The brain, it seems, does not make
much of a distinction between
reading about an experience and
encountering it in real life."
- New York Times, March 17, 2012,
“Your Brain on Fiction”

34. Social Media: Making Connections & Making Them Work
Create an emotional connection between
your product and the people you want to buy
it.
The human mind wanders and ignores
messaging by nature; stories bring it back.

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37. Social Media: Making Connections & Making Them Work
“Putting a story in the marketplace is not the
end, it’s the beginning. Consumers want a
role. They want to be advocates for the
brands and products they choose.”
- “The 10 Commandments of
Content”, FastCoCreate, Sept 30,
2013

38. Social Media: Making Connections & Making Them Work

39. Social Media: Making Connections & Making Them Work
1. Always provide value & value your
users to create community.
2. Don’t conflate noise with community.
3. Minimize self-promotion.
4. Don’t over-automate your feeds.
5. Use storytelling to create an
emotional connection with your
communities.

40. Or, taken together:
Don’t be a douche online.

41. Jodi Ettenberg
Author, Speaker & Soup Eater
www.jodiettenberg.com
Contact: Jodi@legalnomads.
com
@legalnomads