Social Media for Editors
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Social Media(for communicators)September 8, 2009Dave MeyerPresident, BizzyWeb LLC
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved2
Are social networks a fad?
http://www.phdcomics.com/comics/archive/phd062307s.gif
• March 9, 2009 Nielsen ratings: – Social networks & Blogs now surpass email in popularity– Fastest growing segment: 35-49 year olds
(+11.3 million in 2008)
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved3
The Social Media Landscape
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved4
4 reasons to use social media
• Your customers/clients are using it– Be where they spend their time– Listen to what they say– Serve them better/faster!
(@comcastcares)
• Your competition/critics are using it– Know your customers better than they do– Respond quickly and appropriately– Be transparent and honest
• The “experts” are using it– Find the most vocal, trusted in your field, – BECOME the expert!
• Boost Search Engine results– More buzz=more links, more links=higher rank
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved5
Listen first!
• Social media = “the greatest research tool ever created”
• The most honest, unfiltered and immediate feedback you’ll ever get
• Get to know your audience first• Answer questions, weigh in• search.twitter.com, Google Alerts
advanced search on LinkedIn
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved6
Get going
• Get signed up and fill out your profiles– Be thorough, but keep it “business casual”– Be yourself, but represent your brand
• Treat it like “real world” networking– Listen first– Add value– Less sell sell sell, more help help help
• Make some friends– Use the tools provided– Check out handy resources
• Have fun!
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved7
• 43 million users• Free to join• The leader in
recruiting, job huntingand corporate use
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved8
Why use LinkedIn?
• Connecting – Keep connected to former and
current colleagues and other associates
• Job Hunting– Display your resume and profile to
potential clients or employers
• Branding– Showcase your skills and build your
reputation through groups and answers
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved9
Developing your Profile
• Upload a good photo• Complete your entire
profile, including previous jobs
• Use keywords liberally in your profile– If you’ve done it or you want
to do it, include it
• Public profile: Decide who can see your information– Minimum: Your work info,
photo and skills
• Keep it updated!
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved10
Building your connections list
• Use the available importing tools
• Invite anyone you meet in a business setting
• Include a personal note - always
• Browse your connections’ connections– Find people you missed or forgot– Ask for introductions if necessary
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved11
Advanced Search
• Go to search• Click Advanced• Set your
parameters• Repeat
searches byusing SavedSearches– Free version:
3 saved searches
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved12
Using Groups
• Join groups and participate
• Only join helpfulgroups, where you canhave an impact
• Events, discussions,etc. are available
• Answer questions,provide value
• Add people you meet to your connections
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved13
• 250 million active users
• Average user has 120 friends
• Fastest growinggroup: 35+
• 29% of usersearn $100K/yr+
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved14
• Sign up!• Set up your “vanity URL” or username
(facebook.com/david.meyer – in settings)
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved15
• Where to look
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved16
Groups vs. Pages
• Both can have a wall, discussions, etc.• Groups: “Members”
– Only visible to Facebook members– No extra apps– Easier to setup and
maintain than pages– Limited to 5,000
• Pages: “Fans”– Visible outside Facebook– Can add apps– Visitor Stats available
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved17
• “Microblogging”• 140 characters
or less • 3 million active
accounts• 50% of users
follow more than 10 people
• 1 billion+ tweets
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved18
The Twitterverse
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved19
Get signed up
• Profile basics– Pick a short, memorable
username– Include a picture
• Fill out your profile– You only get 160
characters: make it count– What you do, your interests, etc.– Link to your other info: website, LinkedIn, etc. (one link)– Keep it “business casual”
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved20
Join the conversation: RT, @ and D often
• How Twitter Works: – @ = public message
to someone “@dave1meyer”
– D = direct, private message “D dave1meyer”
– RT = ReTweet (share a tweet with your followers)
– Hashtags = trendtracking “#FF”
– URL Shortners• Bit.ly, budurl.com, ls.gd, tinyurl.com
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved21
Blogs
• 77% of active Internet users read blogs
• 133 million blogs indexed by Technorati since 2002
• In business:– A tool to communicate quickly
and easily– Share marketing, knowledge or
brand information– Proactive information sharing
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved22
Blogging is a competitive advantage
• Easy, quick, affordable• More traffic/return visitors• Create trust• Become “the expert”• 65% of active online users
report reading a blog at least once/week
• Boost Search Engine results– Better Listings On Google– More content = more links – More links = higher rank
• Interactive features = more value
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved23
Use social media to add buzz
• LinkedIn– Publish your updates via LinkedIn apps– Add your site to your profile– Add to discussions in groups
• Facebook– Link to your articles
in your profile updates– Add to discussions in
groups
• Twitter– Cross-post articles
to your timeline– Add value or ask questions
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved24
How to get started
• Listen, explore what others are doing– Social media = “the greatest research tool ever created”– The most honest, unfiltered and immediate feedback you’ll ever
get – and from a massive audience– Always search, listen, and know your audience first
• Form a strategy – Think about measurement, but focus on outcomes – What do you want to accomplish?– Be yourself– Create a mix of content: 1/3 about
you, 1/3 sharing ideas & articles, 1/3 conversation with others
• Commit to a schedule• Do it!
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved25
Effective B2B strategies
• Different tactics: Less marketing, more brand – Build a reputation– Solve problems– Thought leadership
• Competitive intelligence– Find hot topics, trends,
and what customers are saying
• Cut through “marketing speak”– Interactions speak louder than press releases– Tap into customer evangelism – give delighted
customers a platform
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved26
How to Measure
• Twitter: Instant-feedback and brandmanagement. Know who’s talking about you
• Google Alerts: Quick, easy alerts onyour brand, competitors and you
• Technorati: Find the key experts that have something to say in your field or industry
• RSS: Keep track of your best sources
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved27
Great, but how do you CONTROL it?
• Set up a sensible policy
• Train users on effective use– Brand champions, blog spokespeople, social media mavens
• Don’t be afraid to tell your story– Don’t silence critics, resolve issues– “Corporate spin” doesn’t work– 4 steps to handle negative feedback:
1) reply quickly, 2) be respectful, 3) be thankful, 4) invite more feedback
- Jay Sheperd, “Gruntled Employees” blog
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved28
A final word:
• Stick to your plan, and know when to say when!
© 2009 BizzyWeb LLC | Generate buzz without getting stung | All rights reserved29
Thank you!
Email: [email protected]: 763-432-0043Web: bizzyweb.com
twitter: http://twitter.com/dave1meyer
http://www.facebook.com/david.meyer
http://www.linkedin.com/in/dave1meyer
http://www.bizzyweb.com/communications/social-media/