No Blog Is An Island
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NO BLOG IS AN ISLANDblogging and the social media ecosystem
Why do we blog?
• Personal expression and satisfaction• Status (aka personal branding)• Philanthropy• Promotion and marketing• Cold, hard, cash-ola
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
All those things rely on...
•Readers• Regular• Loyal• Vocal• Bloggers themselves
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
The attention economy
• People’s attention span is limited• In the last 20 years we’ve gone from dozens of
channels to a quarter of a billion• So you are in a war to win people’s attention• People no longer revere traditional media• People pay attention to other people
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
So how do I get more of them?
• Write better• Write more often• Advertise• Join the social media ecosystem
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
What do I mean by social media?
• Any media in which the majority of the content is derived from the users
• We are great apes – social animals
• Social media reduces the friction of distance and time
• DemocraticSOCIAL ANIMALS - Alistair Fairweather8/25/2009
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
Can’t see the video? Find it here.http://www.youtube.com/watch?v=MpIOClX1jPE
...and “ecosystem”?
• Any sustainable, cyclical system in which all the parts are connected to and rely on all the other parts
• In social media terms: the interconnected cycle (flow) of influence and information on the internet
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
The social media ecosystem
You
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
And this will help me, how?
• This ecosystem gives your messages “suface area”
• That means more opportunities to be seen in more places
• To maximise surface area you need to be: – On all appropriate channels– Shareable / portable– Approachable / reachable– Responsive
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
CLIMBING THE FOODCHAINTackling Twitter, beating blogs and slaying social networks
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
Twitter?
• A free flowing stream of content, conversations and questions
• Social media at its most immediate and raw• A “pure” social network• Totally meritocratic• The “pulse” of the real-time internet
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
How do I use it?
• Publishing / expression
• Research
• Interaction – instant feedback
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
The lingo• “Tweet” (v) to say something in Twitter
– (n) a single unit of conversation – an update
• Retweet (v) to pass on a tweet and give credit to the source (like forwarding an email)– (n) see “tweet” above
• “@ reply” (v) to reply directly to someone using their Twitter name– (n) one such reply
• “Mention” (n) an @ reply directed at your account
• “Trending topic” (n) any subject that is currently in the list of the top 20 most discussed topics on Twitter (worldwide)
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
How do I measure it?
• Followers
• Retweets and mentions
• Tweetmeme
• Snip.URL
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
Blogging the ecosystem
• Choose an angle / flavour / personality• Read, read, read• Comment everywhere• Link to other blogs• Post about posts
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
How do I measure it?
• Blog posts• Track or pingbacks• Comments• Google Analytics– Incoming links– Readers
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
Social Networking?
• Any site or service whose primary purpose is to allow users to interact with each other on a personal level
• Yes, that means email and chat• The most personal form of social media
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
How do I use it?
• Publishing (blog network app)• Private messaging• Events • Research
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
How do I measure it?
• Blog network application• Activity (comments, discussions etc)• Number of messages you receive• Analytics
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
Other social media channels
• Video sharing (YouTube)• Social knowledge (Answerit)• Forums• Social gaming• Custom social media offerings
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
Small is beautiful
• Don’t expect a huge response (at least not at the start)
• One new loyal reader is worth 100 gawkers• Remember: it’s a conversation• Be present
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
THANK YOUMuchos gracias
SOCIAL ANIMALS - Alistair Fairweather8/25/2009