Social Media


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Presented at the SMEI 2009 Social Media Road Show, Baltimore, MD
Gus Sentementes, Baltimore Sun

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Social Media

  1. 1. Twitter <ul><li>Help the community, </li></ul><ul><li>help your brand </li></ul>
  2. 2. Who is @gussent? <ul><li>Tech reporter for The Baltimore Sun </li></ul><ul><li>Writes the BaltTech blog ( ) </li></ul><ul><li>One of many at the Sun who have embraced SM </li></ul><ul><li>New dad </li></ul>
  3. 3. A-ha moment with Twitter <ul><li>Wife gave birth to healthy baby girl Oct. 16, 2008 </li></ul><ul><li>I Twittered during labor </li></ul><ul><li>My wife didn’t kill me </li></ul><ul><li>Before the hospital, I pointed friends & relatives to my Twitter feed -- to watch for updates. </li></ul><ul><li>Distant relatives knew of the birth even before my in-laws, who were at the hospital. </li></ul>
  4. 4. The old world <ul><li>Snail mail </li></ul><ul><li>Payphones/cellphones </li></ul><ul><li>Phone trees </li></ul><ul><li>Print publications </li></ul><ul><li>Word of mouth </li></ul><ul><li>Scarcity of mass communication tools </li></ul>
  5. 5. The new world <ul><li>Rapid-fire interactions </li></ul><ul><li>One-to-one interactions </li></ul><ul><li>One-to-many interactions (everyone is a broadcaster) </li></ul><ul><li>Mobile computing & smartphones </li></ul><ul><li>Word of mouth... on steroids </li></ul><ul><li>As social as we choose to be; few technological limits now </li></ul>
  6. 6. How I tweet <ul><li>Most followers gained while tweeting on Baltimore breaking news. People want to know new stuff. Anybody now can break “news.” </li></ul><ul><li>I gave some insight into the news biz, a.k.a. “making sausages.” People sometimes like to see how a product is made. Twitter helps with that. </li></ul>
  7. 7. Social media principles to consider to consider <ul><li>Don’t be boring . Mix it up. Be goofy. Appeal to nerds. Nerds tend to have money. </li></ul><ul><li>Share links to cool stuff. You can add value and knowledge to others’ lives </li></ul><ul><li>Promote good work of others, even competitors on occasion. Your goodwill could lead to beneficial strategic partnerships. </li></ul>
  8. 8. More to consider <ul><li>Is Twittering right for your business? </li></ul><ul><li>Can you commit staff/time to reaching out to customers consistently thru this medium? </li></ul><ul><li>What goals do you hope to accomplish with it? Sales? Brand loyalty and monitoring? Customer service? </li></ul><ul><li>How does it connect to your other online efforts, i.e. Facebook and your Website? </li></ul>
  9. 9. Build trust, then brand <ul><li>“Brandspeak” is pervasive and too often used by people who don’t have a clue, including yours truly. </li></ul><ul><li>Earn trust first. How? By being: accurate, responsive, diplomatic, courteous and service-oriented. </li></ul><ul><li>Listen more than you tweet. </li></ul><ul><li>Don’t pick fights. Be Gallant, not Goofus. </li></ul>
  10. 10. Help the community <ul><li>Help consumers with their questions and concerns </li></ul><ul><li>Seek out and contribute to opportunities for professional growth </li></ul><ul><li>Become a trusted guide in your niche area of expertise. </li></ul>
  11. 11. Nurture the community
  12. 12. Holy Zappos! Zappos!
  13. 13. What you can do <ul><li>Borrow a page from BSF TV -- start your own Internet talk show! </li></ul><ul><li>Organize your own Internet-based roundtable series of internal experts from your company, to share their knowledge either B2C or B2B. </li></ul><ul><li>Tweetups for both B2C and B2B </li></ul><ul><li>Track reporters on Twitter and be highly responsive to their needs. </li></ul>
  14. 14. Help a reporter out <ul><li>Media outlets have never been more approachable -- take advantage of it. </li></ul><ul><li>Most news orgs have Web pages with lists of reporters, their emails and Twitter accounts, and their beats. </li></ul><ul><li>Be helpful to reporters looking for info and sources -- chances are, they’ll remember and listen to you in the future. </li></ul>
  15. 15. Thank you! Questions or comments? [email_address] m balttech