The document outlines a training session on social media and new media strategies conducted by Eric Schwartzman for the U.S. Embassy in Athens on October 5, 2009. It covers various topics including SEO, blogging, citizen journalism, and online reputation management, along with practical case studies. The presentation also emphasizes the importance of adaptability and transparency in the evolving landscape of media communication.

1. Social Media Training
NOX - US Embassy, Athens – Department of State
Instructor: @ericschwartzman
Oct. 5, 2009

2. Housekeeping
• Format
 Breaking Your Addiction
 SEO
 Blogs, Podcasts, RSS
 Twitter
 Open Platforms
 New Media & Democracy (if time permits)
• Overview
• Technical Problems
• Handouts (slide numbers and sources)
• Twitter ID: @ericschwartzman
• Hashtag: #gov20
2

3. My Background and Experience
•New Media Strategy Clients:
•New Media Training Clients:
•New Media Communications Clients:
3

4. News Media Addict
Pussycat Dolls
Academy Awards
Britney Spears
Mayor Jerry Brown
Star Wars 30th Anniversary 4

5. Message Map
Overarching
Message
Supporting
Messages
Data Points
5

6. Mainstream Media Training
6

7. Plenty of Options
Media Relations
Customer Investor
Relations Relations
Public Affairs Labor Relations
Public Relations
Industry Community
Relations Relations
Analyst Relations
7

8. Mass Media Addict
Newspapers
Television Media Relations Magazines
Radio
8

9. Junket Junkie
9

10. Controlled Communications
10

11. Conforming to News Cycles
Photo by Olivander
11

12. Scoring Ink
12

13. White Light Experience
13

14. Web Gave Life to New Media
Websites
Email
SEO
14

15. Online Newsrooms
Column 1 Column 2 Column 3 Column 4
Main Nav by Topic
Press Info
Site Search
Subscriptions
Sub Nav for
Secondary
Media
Emphasis
Hot Topics
Lead Story with
Clickable
Thumbnail
Headline
Primary Logical Thumbnails in Sub Headline
Emphasis Path Index
15

16. Email
Source: Universal McCann
16

17. Page Rank is the New PR
17

18. Discoverability and Amplification
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
Social Media
18

19. Tech Got Easy
• Content’s claim to the crown
• User experience and reputation
• Ease of Use and Adoption
• Participatory Platforms Photo by Spackletoe
Evolution of Convenience
19

20. Downside of Easy
20

21. Social Media Conversations
Rep u t at ion
Mainstream News Media
Source: Shel Holtz
21

22. News is the Frequent Updating of Information
22

23. Socialization
23

24. Participatory Communications
24

25. Citizen Journalism
25

26. Social Antibodies
26

27. Crowd Souring Photo Journalism
Source: Twitpic
27

28. Socially Distributed Problem Solving
28

29. Social Media Train Everyone
29

30. Surrender to the Edges
Source: Cobalt123
30

31. Guidance Transparency of
Information
Intended for
Public Release
Penalties Respectfulness
IT Policy Privacy
Social Media
Legal Matters
Policy Confidentiality
Combat
Diplomacy
Considerations
Conflict
Disclaimers
Resolution
31

32. Search and Reputation
1
2
3
Source: Universal McCann
32

33. For Immediate Discovery
Photo by Juandazeng
33

34. Optimization vs. Marketing
SEM
SEO
34

35. First Rule of Search Engine Optimization
35

36. Search Gets Social
Source: Wikipedia 36

37. Links as Third-Party Endorsements
• Anchor text
• Target URL
37

38. Case Study: Tracking Inbounds
38

39. Case Study: Search Results
39

40. Case: Fewer Inbounds, Higher Rank?
40

41. Case Study: Evaluating Inbounds
41

42. Keyword Discovery: Search Volume
42

43. Keyword Discovery: Taxonomy
Source: Google Trends 43

44. Search Trends – Popular Language
Source: America.gov
44

45. Examining Global Challenges by Region
45

46. Defining Global Challenges
46

47. Obama Effect
47

48. Impact of Public Diplomacy
Cairo Speech “Obama” Peak “Freedom” Peak
48

49. Keyword Discovery: Related Searches
49

50. Keyword Discovery: Wonder Wheel
50

51. Quantity vs. Quality
51

52. Blogs, Podcasts, RSS
52

53. Anatomy of the Blog: Blogs and Blog Posts
Homepage
Blog/Homepage
Blog Post
Author/ Date
Blog Post
Blog Post
53

54. Anatomy of the Blog: Permalinks
Permalink
54

55. Anatomy of the Blog: Anchor Text Hyperlinks
Hyperlink
Hyperlink
Hyperlink
55

56. Anatomy of the Blog: Feeds, Site and Social Search
RSS Feed
Blog Search
Social Search
Top Rated
56

57. Anatomy of the Blog: Comments
57

58. Anatomy of the Blog: Comment Moderation
Consider
adding
information
about turn
around time
58

59. Anatomy of the Blog: Comment Moderation
Consider adding
moderation policy
hyperlink
59

60. Anatomy of the Blog: Moderation Challenges
60

61. Anatomy of the Blog: Blog Rolls
Blog Roll
Blog Roll
61

62. Anatomy of the Blog: Widgets
Widget
Widget
Widget
62

63. Astroturfing
63

64. 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
64

65. Online Reputation Management
65

66. Blog Crisis: Case Study
66

67. Case Study: Blog Crisis
Lessons Learned
• Acknowledge immediately on website or blog
• Identify influential bloggers in advance
• Cultivate an inner circle of influential bloggers
• One on one blogger relations impractical
67

68. Podcasting
Types of Podcasts:
• Audio and Video
• Repurposed Electronic Media
• Print MSM Extensions
• Originally Produced
68

69. Global Podcast Audience
Wave.3 Universal McCann Study 2008 [PDF]
69

70. Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
70

71. Finding Podcasts through Show Notes
71

72. iTunes Podcatcher
72

73. Distributing Through iTunes
73

74. Podcast in iTunes
74

75. State Dept. Podcasts in iTunes
75

76. State Dept. Daily Briefing Podcast in iTunes
76

77. Secretary Clinton’s Former Podcast in iTunes
77

78. RSS 2.0 with Enclosures
Podcast Feed in Firefox 3 Podcast Feed in Internet Explorer 7
78

79. Anatomy of the Blog: RSS
Open Tag - < >
Close Tag - </ >
79

80. Exercise: New & Social Media Monitoring
Leveraging RSS:
1. Web-based readers
2. Desktop-based readers
3. Email clients
80

81. PSNH Case Study: Putting it All Together
81

82. Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanpr.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook
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
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