Lee Aase Chancellor, Social Media University, Global (SMUG)

April 29, 2013

Social Networking: From Facebook to LinkedIn and

Beyond

Basic Social Media “Food Groups”

Agenda

• The Power of Social Networks

• Stretching Dunbar’s Number

• Facebook: Personal and Professional Applications and Protecting Privacy

• Professional Networking in LinkedIn

• Other Platforms

• Enterprise Social Networking

The Power of Social Networks

The Power of Social Networks

The Power of Social Networks

Dunbar’s Number

Social Networking in Plain English

• Clay Shirky

• Here Comes Everybody: The Power of Organizing without Organizations

• Cognitive Surplus: Creativity and Generosity in a Connected Age

• Clayton Christensen: The Innovator’s Dilemma

• Wikinomics: How Mass Collaboration Changes Everything

For Further Reading...

Facebook

• Launched Feb. 4, 2004 at Harvard

• Dec. 2004 - Reached 1 million users

• May 2006 - Expands to add work networks

• Dec. 2009 - Reached 360 million users

• Oct. 2012 - Reached 1 billion users

• Now:

• 802 million daily active users

• 1.28 billion monthly active users

• Personal Profile

• Groups

• Pages

Three Ways to Interact in Facebook

• Your universal passport for Facebook participation (and optional for many other sites)

• Real names

• One profile per person

• Control who sees what through privacy settings (more on that later)

Personal Profile

• Clubs

• Informal Associations

• Projects

• Let’s create one!

Applications of Facebook Groups

Facebook Groups

Facebook Groups

Facebook Groups Privacy Options

Facebook Groups

Facebook Groups

Facebook Groups

Facebook Groups

http://leeaase.me/IBMRCTC

Facebook Groups

http://leeaase.me/IBMRCTC

• Join the Group

• http://leeaase.me/IBMRCTC

• https://www.facebook.com/groups/421841064619922/

• https://www.facebook.com/groups/IBMRCTC/

• Leave a comment or ask a question

In-Class Exercise

Kinds of Group Activity

• For relatively small or informal organizations

• Ad hoc teams and projects

• Community activism and organizing

• Easy to start and build

• Low barriers to participation

Groups in Review

• For businesses, brands and formal organizations

• Electronic equivalent of Yellow Pages

Facebook Pages

Facebook Pages

• Only a small percentage will typically see any given post. If your page has 1,000 likes:• April 2012: 160• February 2014: 60• Future: 10-20

• Why? A lack of space in the newsfeed• “On a given day, when someone visits

Newsfeed, there are an average of 1,500 possible stories we can show”

Diminishing Organic Reach

Advertising Options

• Promote page

• Boost posts

• Set a budget

• Highly targetable

• Existing “Fans”

• Friends of Fans and other demographics

Facebook.com/Privacy

On the Fly Post Privacy

Custom Privacy Per Post

Put Your Friends in Lists

Review and Maintain Lists

An Unexpected Result

Privacy Exercise

• Create your Direct Descendants (or similar) list

• Write a Facebook post and share using custom privacy

• Write another post that you share with all friends

LinkedIn

• Launched May 2003

• Largest professional network on the Internet with >277 million members (93 million U.S.)

• Particularly useful in B2B context

Making the Most of LinkedIn

• Complete Your Profile

• Join Relevant Groups

• Contribute and Engage

• Request Introductions

Complete Your Profile

Engage in Groups

Group Suggestions

Searching People

Searching People

Searching People

Searching People

LinkedIn Power Tips

Requesting Introductions

LinkedIn Power Tips

Corporate Web Social Traffic

Table of Contents

Before the Makeover

A Better Headline

Edit Contact Info

Pre-Makeover Summary

Updated Summary

• Think Niche - e.g. “Collection Agencies”

• Make language client-benefit oriented

• Join and participate in Groups

• Share generously and with personality

• Create your own group

• Embed your Slideshare presentations and/or videos

Other Key Tips

• Enhance your Headline

• Make your Web links more targeted and descriptive

• Make your Summary more client-facing

In-Class Exercise

• The App

• Photo/Video Backup

• Communities

• Circles, Categorization and Privacy

• Hangouts/Hangouts on Air

• SEO

A Few +1’s on Google+

Communities

The App

Photo/Video Backup

Photos

Circles/Categorization

Hangouts/Hangouts on Air

Google+ and Search

Recent Google+ News

• Lots of potential users due to Android

• Low engagement/time on site

• Technology may be useful in some cases, e.g.

• Hangouts

• Communities

• Worth watching because it’s Google

Google+ in Summary

Pinterest

• Launched March 2010

• Fastest to reach 10 million users

• Overwhelmingly female (>70 percent)

• Extremely “sticky”

Key Points on Pinterest

Mayo Clinic on Pinterest

• Vine

• Purchased by Twitter Oct. 2012

• Six-Second Videos

• See “Fix in Six” by Lowe’s

• Instagram

• Purchased by Facebook in April 2012

• Square photos

• 15-second videos

What about Vine and Instagram?

It’s Not a Land Rush

• You have company-approved tools

• Same basic social networking principles apply

Enterprise Social Networking

Next session is May 8

Content and Conversations: Media Creation and Sharing