By Chris Kieff

@ckieff

*Intro to Social Media Day 2

2

*Agenda

*In depth social media platform review:

*Facebook

*Twitter

*YouTube

*LinkedIn

*Blogging

*Facebook In Depth

*Privacy

*Groups

*Pages

*Likes

*Advertising

*Research

*Applications

*Best Practices

3

*Facebook Profile Privacy

*Messages always stay at the privacy level of the message originator

* The Question: Who Started the Thread?

*Assuming: You and Them have changed privacy settings from Everyone (default) to messages visible to Friends Only. (Vs. Friends of Friends)

*Message Visibility:

* Me starts- visible to both You and Them, and My other Friends. If You or Them respond to this message visibility remains unchanged.

* You starts- visible to Me not Them, and You’s other Friends.

* Them starts- visible to Me not You, and Them’s other Friends.

* http://www.maclife.com/article/feature/every_facebook_privacy_feature_revealed_and_explained

You

Me

Them

*Facebook Page Privacy

*Pages are public.

*Everything anyone writes on your business page is public unless you change it

*Exception- Facebook’s moderation rules

*You mark a message as spam

*You can disable users ability to write on your wall- but why?

*You can set your page to display only messages from you

*However, other messages are still there users just need to click to see them. And they’re in their Newsfeed.

Your Page

Them

*Facebook Pages

*Recommended for every business

*Free and easy

*Don’t set and forget

*Send blog and post regular updates

*Make it look professional

*Always respond to any comment

*You get email notifications up to 10,000 fans

*Remove spam comments, get rich quick, work from home

*Monitor with Hootsuite, TweetDeck, Co-Tweet, Sprinklr etc.

*Also Known As: “Fan Pages”

* Install Google Analytics

* http://www.socialmediaexaminer.com/how-to-add-google-analytics-to-your-facebook-fan-page/

*Facebook Groups

*New Groups

*Open- anyone can read everything

*Closed- anyone can see members but not content

*Secret- can’t see members or content or know of it’s existence

*Uses for Groups

*Horizontal or Vertical communications

*Non-Friend connections

*Customer groups (?!)

*Trade Groups (legal issues)

*Limitations- about 250 people max (recommended no real limit). Remember email is defaulted on!

*Old Lists- personal groups

*Facebook “Likes”

*Over 1 MM sites with “Like” buttons

*People who click on “Like” buttons click 5.3X more links and have 310 Friends (vs 130)

*Using faces on the like button increases CTR 5-10X

*Facebook Advertising

*Advertising on Facebook is NOT a social media tactic

*Excellent demographic targeting

*Very similar to Google and other online advertising- auction, CPM, CPC…

*Except- don’t run multiple simultaneous ads because they will compete, not rotate (diff from Google.)

*Use images, best performance is for links on Facebook.

*Test different ads to find the best performing

*Use Google Analytics to track- FB reports are poor.

*Facebook Research

*Use the Facebook Advertising System

*Conduct demographic research to better know your target demo in a geography. (understanding the Facebook skew)

*You don’t need to run ads to do research

*Facebook Edgerank

*Edgerank is how Facebook decides if your updates make it to “TOP NEWS”

*Each Edge has three components important to Facebook’s algorithm:

*Affinity Score: between the viewing user and the item’s creator — if you send your friend a lot of Facebook messages and check their profile often, then you’ll have a higher affinity score for that user than you would, say, an old acquaintance you haven’t spoken to in years.

*Weight: A comment probably has more importance than a Like, for example.

* Time. The older an Edge is, the less important it becomes.

*Facebook Apps for Business

*Top 75 Apps for Enhancing Your Facebook Page http://www.socialmediaexaminer.com/facebook-apps/

*Woobox (Static iFrame, Coupons, Sweepstakes…)

* Involver (Free Apps, Twitter, etc.)

*North Social (Excellent Apps)

*Networked Blogs (Free Blog Sharing)

*RSS Graffiti (RSS Feed display multiple Blogs, etc.)

*Slide Share (PowerPoint)

*WildFire BuddyMedia (Contests $$)

*Yelp Reviews (Yelp)

*Contact Me (Form)

*Email, Ecommerce, Appointment Scheduling, Polls, Quizzes, FAQ, Live Chat, YouTube, Reviews, etc.

*Facebook Contest TOS* Terms of Service

* You can’t hold a contest without Facebook’s consent, and must use one of the approved apps

* http://www.facebook.com/help/?page=721#!/promotions_guidelines.php or look up “promotions” in help

* You cannot:  Condition entry in the promotion upon a user providing content on Facebook, such as posting on a Wall of a Page,  uploading a photo, or posting a status update.

* You can: Use a third party application to condition entry to the promotion upon a user providing content to the application. For example, you may administer a photo contest whereby a user uploads a photo to a third-party application to enter the contest.

* You cannot:  Administer a promotion that users automatically enter by liking your Page, checking in to your Place or connecting to your Platform integration.

* You can: Require entrants to like your Page, check in to your Place or connect to your Platform integration before they provide their full entry information, such as name and contact information.

* You cannot:  Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages.

* You can: Collect an email or address through the third-party application for the promotion in order to contact the winner by email or standard mail.

* You cannot:  Instruct people (in the rules or elsewhere) to sign up for a Facebook account before they enter the promotion.

* You can: Instruct users to visit the third-party application to enter the promotion (as described in Section 2.3.2.1). Since users must have a Facebook account in order to access an application on the Facebook Platform, if you give this instruction, they will be prompted to sign up for a Facebook account if they do not already have one.

*Facebook Review

*Profiles = People

*Pages = Everything else + some people

*Understand and respect privacy

*Research opportunity

*Edgerank

*Apps for your page

*Contests

*It’s not a numbers game- it’s an engagement game.

*Twitter in Depth

*Terminology

*Best Practices

*Accounts

*Lists

*HashTags

*Link Shorteners

*Tools

*Twitter Terminology

*Following/Follower= asynchronous

*Tweet = post

*@UserName (Handle) = account

*DM or Direct Message = private message

*RT or ReTweet = like

*#HashTag = search term

*Trending Topics = ET tonight

*Tweetup = meetup arranged on Twitter

*Bit.ly/aii8sdf = shortened URL

*Get a Bit.ly account they’re free and provide stats

@ckieff

*Twitter Best Practices*7-10 Tweets per day

*50% promotional/ 50% informational

*Follow back (real accounts not spammers)

*Show your personality

*Dialog- not monologue

*Retweet often

*Give Credit

*Support Other Brands

*Run Contests and Promotions

*You don’t have to always be on topic

*Twitter Accounts

*Create special purpose accounts as needed

*Create accounts for promotions (broadcast only)

*Create placeholder accounts for any names you may use in the future

*Create accounts for major customer facing departments

*2000 Following limit, 90% rule above that

*Most Follow 30-50 with similar Followers

*Twitter Lists

*Public or Private

*Track friends, competitors, industry, influencers, with private lists

*Recommend great tweeters, good sources, funny, insightful, helpful or interesting accounts with public lists

*Good indicator of influence- more lists=better

*Follow people without them knowing you’re following them

*Create automatic lists- www.Listorious.com

*Twitter #HashTags

*#HashTags mark keywords or topics in a tweet so others can easily find it via searching.

*Twitter will automatically search on a #hashtag if clicked.

*Often used for conferences and gatherings

*#Hashtags make TweetChats happen

*Link Shorteners

*Because of Twitters 140 character limit long URL’s need to be shortened.

*Bit.ly (TweetDeck)

*Goo.gl (Feedburner)

*Ow.ly (HootSuite)

*Bit.ly offers free account with tracking

*Hootsuite requires paid account ($6/mo.) for tracking over 30 days.

*Twitter Tools

*www.onefourty.com

*http://oneforty.com/pages/twitterverse

*TweetDeck.com (twitter)

*HootSuite.com

*Twellow.com

*TweetChat.com

*WhatTheHashtag.com

*Twitter Review

*Influencers, press, media, competitors

*You don’t have approve Followers

*You don’t have to Follow Back

*Requires more updates and activity

*Big potential for reaching influencers

*Some tricks, vernacular, but friendly

*LinkedIn In Depth

*Capabilities

*Searches

*Groups

*Best Practices

*LinkedIn Capabilities

*Download email list (unique)

*Search for former employees

*Determine how many employees

*Locate many employees

*Limited communications (Paid is unlimited)

*Can be updated from Hootsuite/TweetDeck, etc.

*500 Connections is the magic number

*LinkedIn Searches

*Companies

*People

*Positions/Titles

*Schools

*New hires

*Promotions

*LinkedIn Groups*Groups are where all of the

action is

*Formal associations – trade, industry, professional

*Informative – similar products, publications, blogs, news sites

*Post your articles, blogs and links in groups

*Be active, ask and answer questions

*No tools for posting to groups (except multiclippers like M8 Free Clipboard)

*Limited to 50 groups per account

*LinkedIn Best Practices

*Create a business listing for your company

* Link your blogs and sites

* Look at other profiles for leads on how to improve yours

*C-Level executives should have profiles

* Stay active in groups, start one if none exists

*Answer questions

* Inmaps.linkedinlabs.com

* 1 Good Reason 2011 LinkedIn Guide for Business

* http://www.1goodreason.com/blog/wp-content/uploads/2010/12/1-Good-Reasons-LinkedIn-Guide-20111.pdf

*LinkedIn Maps

*Clickable zoomable network map from LinkedIn

*http://inmaps.linkedinlabs.com

*LinkedIn Review

*Most powerful for white collar business, especially B2B

*Great research tool to find leads

*Become active in groups, participate, respond, engage

*Build out your profile &your company’s profile

*YouTube In Depth

*Channels

*Videos

*Best Practices

*YouTube Channels*Collections of your videos

*Encourages additional viewing by visitors

*Vanity URL’s available www.YouTube.com/1GoodReason/

*Logos, colors- major customers can get more customization

*Invite subscribers- and track them

*Respond to comments

*Add to your Facebook page

*Track Insights

*YouTube Videos

*Short is best 2-3 minutes

*People not things- do interviews

*Use a mic whenever possible

*Add titles and credits (with keywords), brand name, and URL

*Always post a description with keywords

*Promote your video on other social sites

*Always post your videos to many places (TubeMogul.com)

*You have 27 characters before …

*Fill in the Tags

*Use a URL first and it’s clickable

*Video Best Practices

*Use a posting service like TubeMogul.com to post to many different sites, Google, Vimeo, Viddler, Yahoo, etc…

*Release the video to Creative Commons so others can post it too, don’t restrict it

*Don’t be insulted if they use it wrong, it’s still exposure

* Use a Tripod and a Mic (Kodak Zi-8) whenever possible

*YouTube has a keyword suggestion tool

*Complete the location info too

*Encourage people to rate the video, higher ratings mean more viewers

*Lab Time

*Looking at Facebook, Twitter, LinkedIn and YouTube.

*Sharing finds on the Facebook Group