Social media has grown tremendously in recent years. Key trends include the steady rise in social network adoption and the fast growth of platforms like Facebook, which now has over 200 million active users who log on daily. While social networks provide opportunities to connect brands to customers, it is important for companies to focus on building genuine connections through relevant and engaging content rather than just accumulating followers.

2. Social media is a
not a deliverable.

3. 1. Trends: Shi. Happens

4. April 2009 “The Future Of The Social Web”
Timing Of The Five Overlapping Eras

5. April 2009 “The Future Of The Social Web”
The Steady Rise Of Social Network AdopCon

6. 2. The Market
Abhors A
Vacuum

7. 3. Tools

9. What
IS
A
Blog?

11. How to Build a Community
Around Your Brand

12. Facebook Stats:
• More than 200 million acCve users
• More than 100 million users log on to
Facebook at least once each day
• More than two‐thirds of Facebook users are
not in college
• Fastest growing demographic is 35 years old+

16. Facebook Tools
• Create a Page: hRp://www.facebook.com/
adverCsing/?pages
• Create a Badge: hRp://www.facebook.com/
badges.php
• Feed Your Blog:
– SeUngs ‐> ApplicaCons ‐> Notes ‐> Import a Blog

17. twiRer + poliCcs

18. What’s Important:
ConnecCons Not
“Followers”

20. Who Should Represent You
• Someone who is already on TwiRer (or
Facebook) and who is passionate – about the
organizaCon, about the social network

21. Tips (Across Networks)
• Be relevant, engaging!
• Externally focused
• Listening v bullhorn
• Support your brand ‐ don’t sell, share
• Be human
• Write well!

22. 4. Homework

23. Read / Watch
• Books: Clay Shirky, Here Comes Everybody; Charlene Li
and Josh Bernoff , Groundswell; Don Tapsco:,
Wikinomics; Christopher Locke et al, The Cluetrain
Manifesto
• Bloggers/Journalists: Howard Rheingold and Jay Rosen
• Blogs: TheReadWriteWeb, MarkeCngProfs.com
• Videos: RSS (et al) In Plain English
• Video: A Fair(y) Use Tale (copyright)
• Video: EPIC2015
• Slides: Social Media Academy Webinar

24. CC License:
share&share alike, aRribuCon,
non‐commercial
This presentaCon will be on WiredPen later
today, with resource links.
Kathy E. Gill
– hRp://faculty.washington.edu/kegill or @kegill, @kegill_uw
– hRp://wiredpen.com/ and hRp://slideshare.net/kegill

25. Credits
• Forrester slides are from The Future of the
Social Web, hRp://www.forrester.com/go?docid=46970
• Photos are iStockPhoto or fair use except:
– Tools, hRp://www.flickr.com/photos/willemvelthoven/100371987/
– Blog, hRp://www.flickr.com/photos/royblumenthal/2574833687/
– Homework, hRp://www.flickr.com/photos/vonbjort/2399552152/