Social media is commonly misunderstood and misused. It is not a replacement for traditional marketing, but rather a supplement when used appropriately. Businesses need to develop a clear social media strategy that identifies goals, responsibilities, and guidelines for participation. While tools like blogs and wikis can enhance branding and knowledge sharing, constant monitoring is required as social media is not manageable. Experts emphasize starting small, learning from failures, and regularly reviewing strategies to incorporate new developments.

1. What Social Media Isn’ t.
(Poor grammar, for a start.)
Joanne Jacobs
cScape July 2009
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2. Scope
• Mis o e tio
c nc p ns
• C rre tingm c nc p ns
o c is o e tio
• So ia m d to lsa func ns
c l e ia o nd tio
• W t yo ne dtoe b
ha u e na le
• Ho tom nito
w o r
• W n tore w
he vie
• ‘ e ’
Exp rts
• Que tio
s ns
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3. Common misconceptions
• So ia m d w he s ll m re
c l e ia ill lp e o
w g ts
id e
• A fa e o k p g isaw y o
cb o ae a f
g ttingne c to e
e w us m rs
• Tw r s uld b us d fo p s
itte ho e e r re s
re a em s a e
le s e s g s
• Yo C s uld b b g ing
ur EO ho e lo g
• C m unity m na e e c n b
o m a g m nt a e
d neb yo
o y ungp o le ep
• La enum e o fo w rsis
rg b rs f llo e
p o o yo va a as c l
ro f f ur lue s o ia
md ms rc m a
e ia a te o p ny
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4. Correcting the misconceptions
So ia Me iaisNOT:
c l d
– A w y to p h m re
a us o
m rke
a tingm s a e to
es g s
c ns e ;
o um rs
– An e s w y to g t p o le
ay a e ep
talkingp s
o itive a o yo
ly b ut ur
p d tsa s rvic s
ro uc nd e e ;
– An a rna to tra itio l
lte tive d na
m rke ;
a ting
– A w y to s lvew rld p a e
a o o ec.
Or e n g t c ffe .
ve e o e
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5. HOWEVER
The a e e tio toe ry rule .
re re xc p ns ve …
W res c l m d isim le e d
he o ia e ia p m nte
appropriately it c n:
a
– e nc b nd a a ne s
nha e ra w re s
– d ve p c to e lo lty
e lo us m r ya
– a s t in m rke re e rc
s is a t sa h
– a s t in p d t d ve p e
s is ro uc e lo m nt
But it s c n’g t yo w rldp a e
till a t e u o ec.
Or c ffe . So
o e rry.
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6. Skittles FAIL
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7. Habitat FAIL
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8. Blend-Tec WIN!
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9. Social media tools and functions (1)
• Blo s
g
– Go d fo ne sre o
o r: w p rting a lys , p rs na d ry
, na is e o l ia
– Ba fo p s re a e , d e b d d c m e ry.
d r: re s le s s is m o ie o m nta
• Wiki
– Go d fo kno le g m na e e
o r: w d e a g m nt
– Ba fo c m unic tingw t ac m a d e
d r: o m a ha o p ny o s
• Fa e o k, MySp c , Be o e
cb o a e b , tc
– Go d fo s ta
o r: us ininge tingne o
xis tw rks
– Ba fo e a e e g ttingne c to e
d r: ng g m nt, e w us m rs
• Tw r, frie fe d o r s tusto ls g re a rs
itte nd e , the ta o /a g g to
– Go d fo lis ning re e rc linksb c to b go re va ne ss urc s
o r: te , s a h, ak lo r le nt w o e
– Ba fo s lling
d r: e .
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10. Social media tools and functions (2)
• P p ta p tfo s(e : g le o , b o rm o )
ro rie ry la rm g urg .c m o ka y.c m
– Go d fo nic inte s
o r: he re ts
– Ba fo m kingalo o m ne
d r: a t f o y
• Ninga o r c s dc m unity to ls
nd the lo e o m o
– Go d fo c s d ne o a a g g tingc nte fro like ind d
o r: lo e tw rks nd g re a o nt m m e
us rs
e
– Ba fo b a c s m s a e o w reo a a nsfa to e a e
d r: ro d a t e s g s r he rg nis tio il ng g
w us rs
ith e
• Flic Yo
kr, uTub , De io a o r s c l s ra e
e lic us nd the o ia to g
– Go d fo s ringm d , s ringre o e , e o g us r-le
o r: to e ia ha s urc s nc ura ing e d
p d tio
ro uc n
– Ba fo m na e e a c ntro o b nd im g
d r: a g m nt nd o l f ra ae
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11. What businesses need to enable
Ne dtoc ns e firs
e o id r t:
– C m unic tio s te y o thefirm
o m a ns tra g f ;
– Ma t re e rc a tivitie ;
rke s a h c s
– P d t p to ingp c e ;
ro uc ro typ ra tic s
– C nt re o ingo c to e s rvic ;
urre s urc f us m r e e
– W t info a n thefirmw he to s re
ha rm tio is s ha ;
– Ho thefirmw he to b p rc ive a a info a n s urc .
w is s e e e d s n rm tio o e
The e b
n na lings te ie c n b d ve p d
tra g s a e e lo e …
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12. Enabling social media
Develop a clear Social Media Strategy
– Vis led c e
ib o um nt;
– Sho b s je t to c ng w ut
uld e ub c ha e itho
b a ra re e lo m nt;
ure uc tic d ve p e
– Ne d toid ntify re p ns ility fo c nte
es e s o ib r o nt
c ntrib n;
o utio
– Sho no re uireb a ra a p va
uld t q ure uc tic p ro l
p c s e fo c m a c ntrib rs
ro e s s r o p ny o uto ;
– Sho b re p ns tom rke (w e nd d
uld e s o ive a t e ke s o
no e t o
t xis nline no d e ning ).
, r o ve s
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13. A few warnings…
• So ia m d isno m na e , it
c l e ia t a gd
isfa ilita d
c te .
• Tra itio l m rke rsa P
d na a te nd R
p o led n’m kena l s c l
ep o t a tura o ia
m d s te is .
e ia tra g ts
• J t b c us Ge
us e a e nY-e ars re
yo ungd e n’m a the kno
o s t en y w
ho to e c s c l m d
w xe ute o ia e ia
s te ie .
tra g s
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14. How to monitor social media
• Ke o to ls
yw rd o
– Go g a rts ne sa rts ta
o le le , w le , g
tra kingo tw r
c n itte
• Analytics
– Go g o p fe s na o
o le r ro s io l n
firm ss
’ ite
– Trib a lys o o r s s
e na is n the ite
• Blo m nito
g o ring
• Us b
a ility m nito
o ring
• Eng g m nt m nito
ae e o ring
• SEO, d ita a e y s rvic s
ig l g nc e e
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15. When to review social media strategy
• Re ula a a a
g rly, nd lw ys
a a o
he d f:
– A ne c m a n;
w a p ig
– A ne p d t la h;
w ro uc unc
– P d t d ve p e
ro uc e lo m nt;
– Ma t re e rc
rke s a h.
• Alw ysinc eFAILURE
a lud
c riafo s c l m d in
rite r o ia e ia
as te y, s e ifyingd te
tra g p c a s
fo a c m lis
r c o p hing
o je tive .
b c s
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16. Social Media ‘Experts’
Ma s ris in So ia Me ia
s ive e c l d
‘ e ’ nd‘ o ulta ’
Exp rts a C ns nts
An e e iss m o w ha “
xp rt o e ne ho s a
p lo e o inte e
ro ng d r ns
e e nc thro h p c e
xp rie e ug ra tic
a e uc tio in ap rtic r
nd d a n a ula
fie ”
ld .
Tha m a m retha 2ye rs
t e ns o n a .
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17. Joanne as an ‘Expert’
• W b d ve p r s e19 4
e e lo e inc 9
• C a do
re te nlinee uc tio l
d a na
p d tss e19 6
ro uc inc 9
• Unive ity le ture in
rs c r
c m unic tio a s te icus
o m a n nd tra g e
o info a n te hno g fo 13
f rm tio c lo y r
ye rs
a
• P je t a P g m e
ro c nd ro ra m
Ma g r a Inte c n De ig
na e t ra tio s n
Re e rc fa ility in Aus lia
sa h c tra
• P lis d ab o o Us so
ub he ok n e f
Blo sin 2 0
g 06
• Ra ac m a in theUK
n o p ny
d ve p c m e ia s c l
e lo ing o m rc l o ia
ne o
tw rkings s
ite
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18. Questions?
Ja Jcb
o nne a o s
So ia Me iaExp rt C ns nt
c l d e o ulta
Em il: jo nne jo nne c b .ne
a a @ a ja o s t
Offic : 0 0 14 9 4
e 28 4 38
Mo : 0 4 3 2 8
b 79 8 18 9
Tw r: @ jo nne c b
itte a ja o s
Skyp : b s jj
e gb
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19. Image Credits
• Ho es e P rro –Ma l Ma
m lid : a t nue rin:
http rm .s tic kr.c m 4 /79 9 0 12 a 75 2 g v=0
://fa 2 ta .flic o /13 4 76 778 _0 8 9 c .jp ?
• Slid 2 Sa Mo y: http
e : ve ne ://vrro m a o u/p
o .na .g v.a rint/?ID=19 0
33
• Slid 3 O RLY:
e :
http a ha le o /w -c nte
://m s b .c m p o nt/up a s 0 9 3 _rly.jp
lo d /2 0 /0 /o g
• Slid 4 C o C ffe 19 0
e : up f o e 5 :
http w .flic o /p to /2 15 4 9 N0 /
://w w kr.c m ho s 5 2 4 @ 6
• Slid 5 C ffe :
e : o e
http w .flic o /p to /g nka
://w w kr.c m ho s unja run/2 4 5 2 7/ 6 13 2 9
• Slid 12 Stra g
e : te y:
http w .flic o /p to /p ha 2 3 116 3 /
://w w kr.c m ho s s n4 7/2 3 2 10
• Slid 13 W rning :
e : a s
http w .flic o /p to /g g e 4 16 /s s /
://w w kr.c m ho s re ve n/6 2 8 ize /o
• Slid 14Surve nc :
e illa e
http w .flic o /p to /s ith/2 9 3 13 /
://w w kr.c m ho s m 580 5
• Slid 15 Tim : http w .flic o /p to /ko n/3 0 5 10
e : e ://w w kr.c m ho s _a 18 2 4 /
• Slid 16 Exp rt:
e : e
http w .flic o /p to /jo s b tnik/3 70 0 6 /
://w w kr.c m ho s e hla o 9 834
• Im g C d s e
a e re it lid :
http a s he zb e
://ic nha c e urg r.file .w rd re s o /2 0 /0
s o p s .c m 0 8 7/funny-p ture -flo
ic s
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