Social MediaMining the Internet

Martha Murphy, Office of the Fire Marshal CFSA Education Forum, Woodbridge ON April 16, 2010

Five things to share with you What is Social Media? Around the world – view from 10,000ft. What is RSS and why should I care? What is LinkedIn, Facebook and Twitter? How can I use these tools professionally?

Social Networking

Social Networking / Social Media / Web 2.0 are used to describe websites that allow people to interact & share information, commentary, pictures, videos, links and other web media.

These sites can be a useful source of information and should be considered when mining the web for breaking news or information.

Making Connections

Social Media is Just for “Kids”

RIGHT?

RSS

What is RSS? It is Rich Site Summary or Really Simple

Syndication From wikipedia:

a family of web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video —in a standardized format.

Mash-up (collection) of web feeds into 1 website video, audio, photos, RSS

RSS icons

Why should I use RSS: One Stop Shopping

Allows you to see new information from multiple sources as they are posted

Saves Time: You don’t have to visit multiple sites, you go to one site

where all providers send their stories

Anonymity Sign up for feeds using an e-mail account but don’t click

into the site leaving your IP address

RSS readers There are hundreds of RSS readers to choose from

that have various advantages:• Yahoo Pipes• Google Reader• Netvibes, Newsgator• Bloglines, etc….

I will use Google’s Reader for this presentation You do not need a separate e-mail account to use

product, you can use your existing e-mail address

Advantages of an RSS Reader

One of the best advantages is that you can access your reader from any computer that has internet access.

Information is pushed to you, you don’t have to go to numerous websites.

You can organize your information that best suits your needs.

Google Reader

Setting up an RSS feed

Check the website you would like to monitor/subscribe to see if they have RSS. In general, this is the way to subscribe:

Locate and click the RSS icon that is typically under the banner on the main page

Click on Subscribe button

Add NFPA RSS & Podcast Feeds

1. Click on RSS Feed

you want to subscribe to

Add RSS Feed to Reader

Google Reader

Subscribe via RSS

Ontario Government Newsroom RSS

http://www.news.ontario.ca/newsroom/en/

Fire News

http://www.ofm.gov.on.ca/english/resources/FireNews/Default.asp

FireChat

Quick Poll

How many of you are using LinkedIn, Facebook, Twitter?

LinkedIn

What is LinkedIn?

Search by name, company, location or keyword.. Look for groups

LinkedIn is a business oriented site for social networking. It was launched in May 2003 for professional networking and has over 60 million users covering 160 industries.

LinkedIn FeaturesLinkedIn allows the user to post their professional resume - current & past positons, groups, associations.

Users keep site current by adding connections, presentations, discussion topics.

Instead of “friends” you have “connections.” Similar to online rolodex! http://ca.linkedin.com/in/marthamurphy

LinkedIn ConnectionsYour online network is built up of connections and their connections,

(2nd & 3rd degree connections) Can be used to gain an introduction to someone you would like to

make a business connection with

Use connections to find jobs, people, opportunities

Job seekers can review profile of interviewers and find additional corporate information

Employers can list jobs and search for potential candidates

LinkedIn Updates (Wallposts)

Post updates, view

connectors updates, view people you may know 2nd degree

Other Features LinkedIn groups allows users to join groups to

extend their business relationships

Groups can be alumni associations, industry and other relevant groups

Feature lets users post discussion or news to the group, ask questions etc.

Facebook for Your Professional Image

Facebook DemographicsBetween January & July 2009

Facebook users aged 25 -34 has grown 60.8%25 -34 has grown 60.8%

Users aged 35-54 has grown 190.2%35-54 has grown 190.2%

Users older than 55 years has grown 513.7%55 years has grown 513.7%

Source: iStrategyLabs, July 2009

Why Use Facebook? Facebook is the most popular social network Personal and Business use Easy to share pictures, videos, notes Easy to integrate with other social media tools

such as Delicious, Twitter, YouTube Stay in touch with colleagues and friends You “create” your own online presence Use as a marketing & communication tool

Sign Up.. It’s FreeCreate a Profile

using the form

on Facebook.com

Facebook Action Plan Decide who are your “friends” is it family,

school mates, neighbours or does it include work colleagues, associates, outside world

What will you post – photos, video, links, games How often will you post – daily, weekly,

monthly How do you want to be perceived...develop your

own “brand”

Personal Profile• Personal “safe” picture, recognizable, change it up to keep site current

• Post status update on what you are doing – goes on your wall and ‘friends wall’

• Add info about yourself – you control the information displayed

Join Relevant Professional Sites

Alumni Associations, Institutions, Professional Associations, Clubs, Sports

Toronto Fire

National Fire Protection Association (NFPA)

Federal Emergency Management Agency (FEMA)

Premier Dalton McGuinty

Reputation Management Posted comments, pictures, video, links,

games all reveal a “persona” about you Be careful what you post You control the content on your site –

whether you post it or its posted by “friends” You control your image TAKE CONTROL!

Twitter

What is Twitter is a messaging service for friends, family, and coworkers

to communicate through the exchange of quick, frequent answers to one simple question:

What are you doing? … in 140 characters It has been around since 2006 It’s Free 25 Million Worldwide (est.) ~ 18M US by end of year Home to the ridiculous and the revolutionary

Jim Carrey vs. CNN Haitian Disaster Dead Celebrities

Twitter ValueThink about what kind of value your organization can

provide to your followers then talk “tweet” about those things

“If you think of Twitter as a public service that your organization provides, rather than a marketing tool,

you should be in good shape.”- Claire Johnson, Chief Twitterer at the American Red Cross

Communication Options Expand the reach of your message Develop a personal connection Raise awareness and build knowledge Provide customer service Monitor conversations about your

organization / industry

Listen & Gather Feedback

Provide Customer Service

99.9% of Posts are @replies

More than 21,000 customer service requests handled thru social media

Crisis Communication

Crisis Communication 2

Victoria Police Issued a Tweet regarding a missing 6 yr old boy – messaged picked up by media and community. Boy was found same day

Build Brand Awareness

Following 621 ; Followers 2485 Tweets (messages sent) 2766

http://twitter.com/usfire

Disclaimer notice

Target Your Audience Dell has 34 Twitter accounts for

News Updates Discount Offers Blog Updates Idea Collection Employee Channels Fan Channels Customer Service

Target Your Audience 2

Basics

• Twitter messages (tweets) are similar to e-mail, IM (Instant Messages), blogs, RSS, social networks, etc.

• Can be sent from mobile phones, PCs, websites, etc.

• Tweets are PUBLIC, people can Opt-In to read your posts

• Can searchtwitter.com you don’t have to have an account

Setting up a Twitter Account

• Go to Twitter.com

• Set up an account using your full name

(searchable) and user name (your alias) • It takes about 3 minutes to set up• If you want your posts to remain private, click “Protect my updates”

Pearls (perils) of Wisdom

• Wall posts are left on someone else’s wall and a tweet is forever

• Don’t post a photo of someone else without their permission

• Only agree to be a “friend” to your friends

• Leave comments on sites if you don’t mind your boss, mother, friends and competitors reading

• Never post photos of an official document (passport)

• Be responsible when writing a message

Thank you

Questions? Answers?

martha.murphy@ontario.ca