This document provides an overview of social media and communications strategies. It discusses the rise of new media like blogs and social networks and their impact on trust and transparency. It also covers best practices for using different social media platforms like Twitter, including analyzing profiles, using hashtags and lists, monitoring conversations, and engaging with influencers. The document emphasizes building relationships, listening to customers, and focusing on conversations over broadcasts.

1. Social Media Boot Camp US Pacific Command, Camp HM Smith Public Affairs Conference @EricSchwartzman March 20, 2010

2. Housekeeping Net IQ Introductory immersion New vocabulary Agenda Slide numbers Digital handouts

3. Benefits of Paying Attention Source: 2009 Digital Readiness Report

4. Times Are Changing

5. News Media Addict Mayor Jerry Brown Britney Spears Star Wars 30 th Anniversary Pussycat Dolls Academy Awards

6. Message Map Data Points Overarching Message Supporting Messages

7. Mainstream Media Training

8. Plenty of Options Public Affairs Customer Relations Investor Relations Labor Relations Community Relations Industry Relations Media Relations Analyst Relations Public Relations

9. Media Relations Mass Media Addict Television Magazines Radio Newspapers

10. Press Conferences

11. Controlled Communications

12. Conforming to News Cycles Photo by Olivander

13. News Break Strategy National News Regional News Local News Trade Press Target Audience Influencers

14. Scoring Ink

15. Illusion of Control

16. Analog Dollars to Digital Pennies Source: Newspaper Association of America

17. Online News Consumption on the Rise November 13, 2009 +1,850% -25% -52% +18% -41% -27% % of adults (% of all Americans who “regularly” go to news source: PRC People/Press) Source: Pew Internet

18. News Topics Americans Explore Online Source: Pew Internet Percentage of internet users who get news and information online by topic What’s the National News Impact?

19. News Sites American Explore Online Source: Pew Internet Percentage of internet users who sited each type of site as their favorite

20. White Light Experience

21. Evolution of Media Newspapers News Radio TV News World Wide Web 1992

22. Web Gave Life to New Media Email SEO Websites

23. New Media Shaping Opinions Source: Universal McCann 1 2 3

24. New Media as Mass Media Photo by Adulau

25. Control through Stridence

26. Outbound Communications

27. Consequences on Shotgun Communications

28. Web Gets Social Microblogging Email SEO Blogs/Podcasts Content Social Networks Websites Pure Social Networks Monitoring

29. Web Gets Easy

30. Photo by Spackletoe Web Gets Convenient Content’s claim to the crown User experience shapes reputation Should be self-service Flash, PDFs, UI, navigation Ease of use drives adoption Usability Expert Jakob Nielsen on User Experience and Reputation Evolution of Customer Experience

31. How Will You Get Through the Filter? Source: Sit or Squat search review filter share

32. User Experience is Conversation User Ratings on Comments Social Search

33. Ease of Use Promotes Transparency & Authenticity

34. Ease of Use Empowers Unofficial Spokes People

35. No Turning Back: Unintended Consequences

36. Retention Training Manual Leaked

37. What You Say vs. What You Do Whopper Big Mac Subway Source: This Piggy Blog

38. Higher Power: Social Antibodies Whopper Big Mac Subway

39. No Secrets

40. Citizen Journalism: Crowd SourcingTruth

41. Crowd Sourcing through Qualified Queries

42. People Start Having Conversations

43. Conversations Shape Reputation Reputation Mainstream News Media Source: Shel Holtz

44. MSM Becomes the Second Draft

45. Getting through the Filter

46. Rethink the Photo Opp Photo by Leo Reynolds Brian Stauffer

47. Edgework Source: Cobalt123

48. Scale through Social Media Training

49. Everyone Needs Guidance People Process Policy Technology

50. Celebrated Social Media Policy

51. Case Study: Social Media Policy at DoD Challenges: Competing Agendas Disengaged Command Operational Security Blocking Access U.S. Navy Adm. Mike Mullen, chairman of the Joint Chiefs of Staff

52. The Nuts and Bolts

53. Guidance from the Air Force [PDF]

54. For Immediate Discovery Transparency expectations Patience thresholds Listen Anticipate Respond Photo by Juandazeng

55. Social Media Discoverability and Amplification Email SEO Websites New Media Blogs/Podcasts Pure Social Networks Content Social Networks Monitoring Microblogging

56. National News Influencers Regional News Local News Trade Press Target Audience Exclusives & Embargos are a Fool’s Game Bloggers Podcasters

57. Morning Break

58. What Does Social Media for the News Business?

59. The War for Trust and Confidence

60. Who Do You Trust? Source: 2010 Edelman Trust Barometer

61. Trust in Government Source: 2010 Edelman Trust Barometer

62. Trust in Government Source: 2010 Edelman Trust Barometer

63. How Much Open Source Data is Out There? Cairo Speech “ Obama” Peak “ Freedom” Peak

64. Color Coded by Size Outage Street Level Detail Building Trust with Geo Data

65. Transparency Fosters Empathy Source: US Federal Government

66. Transparency Fosters Empathy Source: http://www.recovery.gov/Transparency/RecipientReportedData/pages/RecipientReportedDataMap.aspx?State=IL&datasource=recipient

67. Ambiguity Fosters Skepticism

68. Opacity Breeds Hate

69. Control vs. Credibility Camp LeJeune Video

70. End of Segmentation “ The Internet interprets censorship as damage and routes around it.” John Gilmore, Co-Founder Electronic Freedom Foundation

71. Building Trust by Keeping Pace with Open Source Data Source: Data.gov

72. Encourage Walk In Traffic Website

73. Engagement Increases the Number of Entry Points Website Blog FB Fan Page Twitter Podcast YouTube

74. Social Media Expands Your Footprint & Network Website Blog FB Fan Page Twitter Podcast YouTube Linkedin Slideshare

75. Penetrating Filters: Pull vs. Push Media

76. Keywords as Psychographic Filters

77. Filtering Blog Posts

78. Filtering Twitter Conversations Keyword surfaces Hashtag

79. Filtering Facebook Communities

80. Filtering Videos Sort by view count to identify most popular content Filter videos by keywords Mapping YouTube’s“Radar Systems”” community

81. Online Demographics

82. Conversations have Demographics Generation Gap Source: Forrester Research

83. Gov 2.0 Demographics

84. Trust in NGOs Source: 2010 Edelman Trust Barometer

85. Mosaic of Trust Source: 2010 Edelman Trust Barometer

86. Photo by John Trainor You’re No Longer a Lone Sharp Shooter

87. Photo by o0besesed Social Media Communications is a Team Sport

88. Chose Your Congregation Wisely Inspired by “ Twitterville ” – Pg. 51 Invest time looking for fence sitters who express themselves in social media -- doubters who might be turned into believers through conversation. by Beth Rankin by Glen Kirk by lil’bear

89. Profiles: Informality Drives Conversation

90. Photo by Stu Spivack Bring Milk and Cookies Inspired by “ Twitterville ”

91. It’s Okay to Get Personal

92. Send People Away Photo by Crawfish Head Inspired by “ Twitterville ”

93. Respond to Requests From “ Trust Agents ” – Pg. 197 Photo by spaceamoeba

94. Social Media is Inbound 1 2 3 4

95. Learn the Three A’s From “ Trust Agents ” – Pg. 197

96. Engaging through Social Media Inspired by “ Trust Agents ” – Pg. 197 Think Conversational Rather than Solicitous

97. Customer’s Shoot Back Inspired by “ Trust Agents ” – Pg. 197

98. Customer’s Shoot Back Cause as online social object Donor commenting Inspired by “ Twitterville ”

99. Customer’s Shoot Back Inspired by “ Twitterville ”

100. No Where to Hide from Social Media Social browser widget Website as online social object

101. Customer Experience Spills Over into Social Media

102. Good Friends Don’t Just Talk – They Listen Too

103. Good Friends Aren’t Bossy

104. Good Friends are Straight with You Conversations are Owned Team Tweeters News Stands Alone

105. The Good, The Bad and The Ugly

106. Apply Leverage by Mixing Transmission Signals Inspired by “ Twitterville ”

107. Humanize at Your Own Risk Scale by Adding team Members

108. Revolution Rant Revolutionary Aristocrat Eisner Lassiter

109. Social Media New Rules of Engagement: Channel Map Email SEO Websites New Media Blogs/Podcasts Pure Social Networks Content Social Networks Monitoring Microblogging

110. Lunch

111. Email Source: Universal McCann

112. Links vs. Attachments

113. Email Resource: Sending Large Files

114. Email Risks

115. Email Risks: Blogger Fights Back unique visitor to lifehacker.com

116. Reverse Engineering Media Contact Lists

117. Direct Communications: Coping with Attention Deficits

118. Email Newsletter Campaign Elements Content Strategy Frequency Email lists Email Newsletter Templates Landing Pages Measurement/Reporting

119. Jedi List Synchronization

120. The Heart of Online Communications

121. Content Marketing & Social Networking

122. Is Your Website a Vanity Press?

123. Making Online News Scanable

124. Young Americans Want Social Features Pew Internet

125. Main Nav by Topic Sub Nav for Media Column 1 Column 2 Column 3 Column 4 Lead Story with Clickable Thumbnail Logical Path Headline Thumbnails in Index Site Search Press Info Subscriptions Sub Headline Primary Emphasis Hot Topics Secondary Emphasis Online Newsroom Design

126. Subscription Kiosk with RSS, Email and Sharing The Subscription Kiosk should be used as a function element on every page within the online newsroom. Subscription Kiosks

127. Clickable RSS Text and Icon Step One – Visitor clicks the RSS text or icon. Subscription Kiosks - RSS

128. Category Feed Sub Category Feed Sub Category Feed Generates Custom RSS Feed Help Screen Subscription Kiosks – Custom Feeds

129. Step Three– Branded icons help visitors move their subscriptions into their RSS reader of choice, subscribe via browser or view a raw feed. One Click Subscription to Google Reader or iGoogle Subscribe via Internet Explorer or Firefox View Raw RSS Feed Close Option Subscription Kiosks – One-Click Import

130. Clickable Alerts Text and Icon Step One – Visitor clicks the Alerts text or icon. Subscription Kiosks – Email Alerts

131. CAPTCHA Code function with audio accessibility for visually impaired visitors Subscriber enters email address Confirmation message Subscription Kiosks – Email CAPTCHAs and Confirmations

132. Step Three– Visitor clicks on an unique hyperlink sent to the registered email address from the newsroom’s domain. Unique URL Email Sent from Online Newsroom Domain Subscription Kiosks – Email Authentication Links

133. Subscription Kiosks – Email Category and Sub Categories

134. Clickable Share Text and Icon Step One – Visitor clicks the Share text or icon. Subscription Kiosks - Sharing

135. Clickable Share Text and Icon Forward via Email Format to Print Page Title, Website, Category, Publisher (Specific to General) Facebook CAPTCHA Permalink Subscription Kiosks – Sharing via Social Networks

136. Optional Comments Field CAPTCHA Recipient’s Email Subscription Kiosks – Sharing via Email User Comment Page Title URL

137. Experts Database Searches “Area of Expertise” field (manually entered) Expert Database Search Results Paginated Results Newsroom Links Expert Detail Page Sort By Option Thumbnail Image

138. Unfiltered News Source

139. Black Box Standard Homepage Background Image No Background Image Crisis Footer Standard Footer Black Box Homepage Crisis Communications Template

140. Online Crisis Communications – Demand Spike

141. Social Distributed Problem Solving

142. Blog Design Source: Dickson Fong

143. Anatomy of the Blog: Blogs and Blog Posts Blog/Homepage Blog Post Blog Post Blog Post Homepage Author/ Date

144. Anatomy of the Blog: Permalinks Permalink

145. Anatomy of the Blog: Feeds, Site and Social Search Blog Search Social Search Top Rated RSS Feed

146. Anatomy of the Blog: Hyperlinks Hyperlink Hyperlink Hyperlink

147. Anatomy of the Blog: Comments

148. Anatomy of the Blog: Comment Moderation Consider adding information about turn around time

149. Anatomy of the Blog: Comment Moderation Consider adding moderation policy hyperlink

150. Anatomy of the Blog: Blog Rolls Blog Roll Blog Roll Community Mapping Opportunity

151. Anatomy of the Blog: Widgets Widget Widget Widget

152. Astroturfing

153. Corporate Blogs Source: Monsanto Blog

154. Unfiltered Conversation

155. Messaging through Sneeze Posts Source: Monsanto Blog

156. Origins of Blogging at DoD

157. Blogger Relations: New Rules of Engagement

158. Play Nice

159. Submit your attention

160. Participate

161. Democratize

162. Pseudo-Anonymity

163. Cory Doctorow’s Blogger Relations Tips Have a link Have a permanent link Have a link for everything Avoid flash sites Avoid PDFs Make video downloadable and streamable Put your URL on your images Linking policies are ridiculous Specify credit and usage rights Send suggestions by the preferred means

164. Blogger Relations to Drive Media Relations Top 100 blogs Hyperlocal blogs Corporate blogs

165. Case Study: Rock-Ola

166. Case Study: Blog Storm

167. Case Study: Blog Storm

168. Case Study: Blog Storm Lessons Learned Acknowledge immediately on website or blog Identify influential bloggers in advance Cultivate an inner circle of influential bloggers

169. Anatomy of the Blog: RSS Open Tag - < > Close Tag - </ >

170. Online Media Monitoring Leveraging RSS: Web-based readers Desktop-based readers Email clients

171. Demo: Social Media Monitoring Dashboard

172. Demo: Search a Keyword in Google News Locate the RSS Icon at the Bottom of the Google News Search Results

173. Demo: Add the RSS Feed URL to Google Reader

174. Live Demo: Add RSS feed to Google Reader Clicking “Add a subscription” button opens field to insert URL of RSS Feed

175. Demo: Add RSS feed to Google Reader Google News Feed Loaded in Google Reader

176. Demo: Monitor Blogs with RSS Back to Google News  more  Blogs

177. Demo: Convert Blog Search Results to RSS Click the RSS option to subscribe to these search results in Google Reader

178. Demo: Convert Blog Search Results to RSS Copy the URL of the web page on which the RSS feed is displayed

179. Demo: Enter RSS feed in Google Reader Paste the Blog Search Results URL into the “Add a subscription” pop-up field

180. Demo: News and Blog RSS Feeds in Google Reader Google Blog Feed Loaded in Google Reader

181. Demo: Monitoring Twitter Convert Twitter Search Results to RSS

182. Demo: Subscribe to a Twitter RSS Feed Paste the Twitter Search Results RSS Feed URL into the “Add a subscription” pop-up field

183. Demo: Subscribe to a Wikipedia Article

184. Demo: Wikipedia RSS feed in Google Reader Edits to the Wikipedia article appear in real time Edits by Anonymous Users

185. Demo: Monitoring Online Forums in Google Reader Show Tools link in Menu Bar Opens RSS Option

186. Demo: Monitoring Online Forums in Google Reader Forums RSS Feed Loaded in Google Reader Click “Manage subscriptions” link to put feeds into folders

187. Demo: Managing Subscriptions in Google Reader Select “Add to folder”  “Cheonan”

188. Demo: Managing Subscriptions in Google Reader Select “Add to folder”  “New folder”

189. Demo: Cheonan Folder Added to Google Reader

190. Demo: Sharing from Reader to Facebook & Twitter

191. Demo: Sharing from Reader to Facebook & Twitter

192. Demo: Sharing from Reader Twitter

193. Demo: Coping with the Blind Spot

194. Email Notifications “ Some 71% of internet users say they get news forwarded to them through email and automatic alerts and updates and 11% of cell phone owners have alerts sent to their phones via text or email.” Pew Internet

195. Intro to Micro Blogging Source: Current TV

196. Twitter as a News Source Source: Examiner.com

197. Tweet as SOS

198. No Other Media Does This: TwitPic of Missing Girl Trending Topic Selected ReTweet Volume Over Time Trending Topics Daily Trending Keywords

199. Or this:

200. Anatomy of Twitter Since the last browser refresh Number of unused characters The Tweets of everyone I’m following Tweet Field

201. Anatomy of Twitter: @replies, ReTweets & Trends My @reply, in full view of others Where to find your @replies Tweet directed to me, in full view of others Most popular terms on Twitter right now Distribute this Tweet to my followers

202. Science of Retweets Source: Dan Zarella

203. Hashtags.org

204. Anatomy of Twitter: Direct Messages or DMs Where I find my DMs Private conversation between me and Steve To minimize spam, I can only DM someone following me

205. Anatomy of Twitter: Favorites Tweets I’ve Favorited Where my Favorites are

206. Anatomy of Twitter: Following Lists Options Tweeters I’m Following Expanded View Option

207. Anatomy of Twitter: Followers Followers I’m Following Tweeters Following me List View Option Click “followers” to view everyone you’re following

208. Anatomy of Twitter: Aesthetics Where to change the look of your Twitter webpage Choose a standard design Upload a custom background Where to find your settings

209. Popular Twitter Apps: Bit.ly Link Shortener

210. Tweets via RSS

211. Search.Twitter.com

212. Search.Twitter.com Geography Where to find your settings

213. Results are a Real Time Focus Group Larger sample size Nonstop feedback Always up to date No margin of error

214. Fake Twitter Account

215. Official Twitter Account

216. Assessing Who to Follow What’s the following to followers ratio? Check the Twitter User’s Favorites

217. Assessing Who to Follow User Attracts Follower by Following

218. Assessing Who to Follow Check for @replies Ratio Indicates High Degree of Influence

219. Twitter Client: TweetDeck

220. Twitter Client: HootSuite

221. Case Study: Crowd Sourcing Customer Service on Twitter

222. Twitter: Value Proposition finds what’s already happened finds what’s happening now

223. Twitter: Value Proposition Immediate many-to-many communications Information as social object

224. Twitter: Value Proposition “ 's smallness allowed more posts to go up more frequently. Likewise, it was faster and easier for people to respond, and thus the conversation moved faster and very often went further on Twitter than it did on standard blogs,&quot; Excerpted from Twitterville by Shel Israel

225. PSNH Twitter Strategy Twitter ID & Password Updates in Reverse Chronological Order Twitpic Link Twitpic Link & Caption Emailed Image & Subject Headline Posted on Twitpic

226. Relationship Between Off vs. On Network Resources

227. Follow the Bread Crumbs ReTweeting Fake Tweets

228. PSNH Case Study: Process Detail

229. Process Overview Organizational Communications Your Website Twitter YouTube & Flickr News Media Public Customer Service

230. Social Media for Dads

231. Social Media for Dads

232. Series of Decisions Brian Solis

233. Contact Info (310) 455-4000 Phone eric[at]ericschwartzman[dot]com Email ericschwartzman.com Website ontherecordpodcast.com Podcast spinfluencer.com Blog ericschwartzman Friendfeed @ericschwartzman Twitter facebook.com/ericschwartzman Facebook linkedin.com/in/schwartzman Linkedin Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0

234. Law of Diminishing Returns Source: Paper Cuts

235. 90 Million Photo Journalists Source: Twitpic