Social Media for Editors

Social Media(for communicators)September 8, 2009Dave MeyerPresident, BizzyWeb LLC

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)

The Social Media Landscape

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

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

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!

• 43 million users• Free to join• The leader in

recruiting, job huntingand corporate use

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

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!

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

Advanced Search

• Go to search• Click Advanced• Set your

parameters• Repeat

searches byusing SavedSearches– Free version:

3 saved searches

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

Facebook

• 250 million active users

• Average user has 120 friends

• Fastest growinggroup: 35+

• 29% of usersearn $100K/yr+

Facebook

• Sign up!• Set up your “vanity URL” or username

(facebook.com/david.meyer – in settings)

Facebook

• Where to look

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

Twitter

• “Microblogging”• 140 characters

or less • 3 million active

accounts• 50% of users

follow more than 10 people

• 1 billion+ tweets

The Twitterverse

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”

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

• 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

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

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

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!

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

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

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

A final word:

• Stick to your plan, and know when to say when!

Thank you!

Email: dave.meyer@bizzyweb.comPhone: 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/

Social Media for Editors

Technology

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