The document discusses how to navigate and utilize various social media platforms like YouTube, Facebook, Twitter, blogs, and forums for workplace communication and engagement. It provides an overview of popular social media sites and terms used, and offers guidance on developing a social media plan including identifying communication goals, voice, and metrics for measuring return on engagement rather than traditional return on investment. The key is focusing on building conversations and interactions rather than quantifiable outputs.

1. Navigating Web 2.0 for the Workplace Sarah Evans Director of Communications sevans@elgin.edu Twitter: PRsarahevans Skype: Prsarahelizabeth AIM: Prsarahelizabeth LinkedIn: http://www.linkedin.com/in/prsarahevans

2. The Explosion YouTube - More than 100M video uploads, daily Facebook -200M active users Twitter -3 million + posts per day Blogs - 133M indexed by Technorati since 2002 News bookmarking sites -“regular” people shaping news THEY deem important (e.g. Digg, Delicious)

3. Hashtag: #nav20 Go to: http://search.twitter.com Type in: #nav20

4. Customer support forums IDEASTORM (grew out of negative response) Blogs Community driven ratings and reviews

5. @ScottMonty Drilled down to where their audience is Easily “shareable”

6. CDC – Swine Flu #SwineFlu Message Engage Monitor Promote

7. Social media enhances communication and serves as ANOTHER way to engage.

8. A few of the “terms” and why they matter Instantaneous Conversation Community Transparency Listen Participatory Monitor Respond Want it now Let’s chat I’m a part of something You’re not hiding Someone heard me Join in/have fun Find the talkers Follow up

9. Your plan starts here. Who are you? Connector: knows lots of people Maven: trusted expert who seeks to pass knowledge along Salesman: charismatic people skills with powerful negotiation skills Who do you want to communicate with? Clients, like-minded people, friends What are you looking to gain? Increased brand visibility, build a large network

10. Who is going to be “your” face? What is going to be “your” voice? Do you have a beloved leader or employee already identified with your brand? Online name and imagery Sustainable If this person(s) went away tomorrow would your online presence remain? Likeable and rationale “ Gets” social media Communications/PR background (if appropriate)

11. Identity: Colonel Tribune “Humanization of the Tribune and engaging bloggers/readers in their territory on their terms.” Twitter Facebook Tribune.com flickr

12. Time? Mobile applications Scheduled time Syndication Shared responsibility

13. So, what’s the ROI?

14. “ The problem with trying to determine ROI for social media is you are trying to put numeric quantities around human interactions and conversations, which are not quantifiable.” – Jason Falls, director of social media for Doe-Anderson

15. You CAN, however, think about NEW metrics!

16. What are your CONVERSATION goals? Incoming traffic from links Number of people subscribed to RSS Track backs or linked conversations Comments Increase in anything Survey Think ROE – Return on Engagement

17. Free monitoring

18. Public Service Announcement: Secure your brand! Disclaimer: I’m a partner on the site.

19. This presentation is available on slideshare. http://www.slideshare.net