Navigating Social Media Risks: Facebook, Twitter & LinkedIn, Oh My!
Social Media Tools - Twitter, Facebook and LinkedIn 101
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Transcript of Social Media Tools - Twitter, Facebook and LinkedIn 101
By Nick Armstrong :: @ImNickArmstronghttp://www.IAmNickArmstrong.com
Twitter Basics140 characters of pure awesomeness
Thursday, August 18, 11
Hi - I’m Nick!
I’m 25
2 awards for web design in Colorado state-wide competition
Doing web design for 13 years
Thursday, August 18, 11
What We’re Covering:
Twitter basics
Account creation, optimizing, best practices, finding followers, metrics and stats, tools
LinkedIn basics
Optimizing your profile, search results, metrics and stats
Facebook basics
Page vs Profile, Privacy, Optimization, Separation of Content
Social Media Strategy for Business basics
Toolkits, Teams, and Optimization, $
Thursday, August 18, 11
What is Twitter?
One-to-Many instant messaging
140 character messages or less - called a Tweet
Each user has a username and avatar (picture)
“Follow” users to see their Tweets
Messages appear in the Main Feed (AKA Stream, Timeline)
Thursday, August 18, 11
5 Reasons Twitter is Useful
1 - Potential for huge Word of Mouth promotion
2 - Potentially improved customer service
3 - Incredibly fast information gathering
4 - Easier Online Reputation Management
5 - Improved Google Rankings
... but - it depends on how you use it!
Thursday, August 18, 11
No More Excuses...
Social media is a participation-based culture.
You have to participate to get the most value.
But, how much, how often, and how long you participate
is entirely up to you.
Source: http://www.flickr.com/photos/furiousgeorge81/177926979/
Thursday, August 18, 11
Only Have 5 Minutes?
Yes, you can have a useful exchange using social media tools if you only have 5 minutes.
Nobody cares what you had for breakfast.
They care about VALUE you contribute.
Value is subjective.
Thursday, August 18, 11
Setting Up Your Account
Thursday, August 18, 11
Setting Up Your Account
Go to www.Twitter.com
Click on “Sign up now”
Enter your full name
Enter a descriptive username
Enter a strong password
Enter your common email address
Answer the captcha, click on “Create my account”
Follow the steps to find friends or skip ‘em for later
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Sweet!Okay, now what?
Thursday, August 18, 11
Tweet, of course!But about what?
Where the Tweet came fromHow long ago something was tweeted
The home feed
Mentionsfeed
# of people you are following
# of people following you
Your avatar and username
How many characters you have left (140 is the limit!)
Username and avatarClick on either to go
to this person’s profile
New tweets sincethe page loaded Your last tweet
Someone’s username(this is a mention)
The retweet feed
# of lists you’re featured on
Favorite this tweet(publicly visible!)
“New”retweetReply to this tweet (creates a link)
Thursday, August 18, 11
What’s in a Tweet?
@ signifies the next word is a username
@’s are used in @ Replies and ReTweets
# signifies the next word is a hashtag
d and a space, then a user name sends a direct message
Thursday, August 18, 11
@ RepliesIf a Tweet starts with @ - it is an “at reply”.
You can click on an @UserName to go to that person’s profile.
Whenever your name appears in an @ reply, it appears in your mentions feed (the menu option that has @YourUserName)
Example: “@LeoLaporte Hey Leo - caught your show - it rocks!”
Only my followers (people who follow @ImNickArmstrong) who also follow @LeoLaporte will see the tweet.
If you put more than one username, they will see the tweet too. Example: “@LeoLaporte @AmberMac - Rock on.
@ Replies
Thursday, August 18, 11
Direct Messages
Direct Messages sent to you are only seen by you.
Direct Messages sent by you are only seen by the person you sent it to.
You can send a direct message to only one person at a time.
You can’t send a direct message to someone who isn’t following you.
Thursday, August 18, 11
Old-Style ReTweets
ReTweeting is sharing someone else’s Tweets with your network. It’s a cool way to show respect on Twitter!
“RT” and “via” are synonymous
Copy and Paste the text you want to share, and type RT @UserName at the beginning or the end of the Tweet - where username is the name of the original author (@TheVanguard here)
Thursday, August 18, 11
“New” ReTweetsExposure to Tweeps you don’t know!
Click here
Ron retweeted this to his followers(even if they’re not following me)
Thursday, August 18, 11
Hashtags and SearchesWhen you add # before a word, it becomes a Hashtag.
Any tweet with that Hashtag in it appears in the results when you search for that tag.
Hashtags (and terms) are searchable on Twitter. If a LOT of people tweet that hashtag (or term), it becomes a trending topic and is listed on Twitter.com and your sidebar.
You can Google search to see what a hashtag means.
Thursday, August 18, 11
SearchesLike the CIA, only less scary...
Enter search term here
Thursday, August 18, 11
Your Home Feed
The Tweets from everyone you follow appear here. Your Tweets will appear here, too!
Thursday, August 18, 11
Your Mentions Feed
This is the “@YourUserName” menu item.
Any tweet that has your @UserName in it will appear here.
Thursday, August 18, 11
You can Favorite Tweets.Come back to them later, share them, make a
highlight reel - whatever feels right.
When you mouse overa Tweet, three icons appear.
One is for replying, one is for “new” RTs
the other is for Favoriting. Click on the star to favorite.
Your favorites appearin their own feed.
These are visible to anyone.
Thursday, August 18, 11
Adding Location
Adding Location to your Tweets can be fun, but also quite dangerous if you have a stalker.
Adding location adds a clickable link to a Google map of your location.
Turn these on and off in Settings:
Thursday, August 18, 11
ListsCreates a custom stream of just the users on the list.
You can be added to a list without your permission or knowledge.
People can follow your public lists.
Thursday, August 18, 11
Create a New List
Click on “New List” on the sidebar
Give the list a name
Describe the list (helpful for SEO)
Determine if the list is public or private
Private lists are only seen by you
Thursday, August 18, 11
Follow a List
Find by clicking on “Lists” from a person’s profile.
Follow just like you’d follow a person.
Click here to follow
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See Where You’re ListedStreet Cred++
Click here
Lists you’re on Lists you’ve made or follow
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What list feeds look likeClick on the list you want to see from your sidebar
Thursday, August 18, 11
Basic Info
Use your real name - you’re easier to find!
Don’t change usernames often.
People will search for you using your e-mail address, so use your most common one.
Thursday, August 18, 11
Basic Info - Part 2
Put your website into the More Info URL
The One Line Bio should have specific keywords you want associated with you - web designer, for example.
Use a SPECIFIC location! City and state. You’ll be easier to find.
Thursday, August 18, 11
Add a Profile Picture
Your smiling face works best!
Try to use the same avatar across all your social media accounts
Thursday, August 18, 11
Be Sure To ChangeYour Background/Theme!
Try http://tweetygotback.com/
Thursday, August 18, 11
Protecting Your Account
Only people you approve will be able to see your tweets
Not valuable for SEO
Harder to gain a following
Thursday, August 18, 11
Finding People to FollowIf you know their username, go right to their page and click on the “Follow” button.
You can use your existing networks (Gmail, Yahoo!, and AOL) to find Twitter friends.
You can also use the Search function by clicking on “Find People”.
WeFollow.com, MrTweet.com, Twitter.Grader.com
Thursday, August 18, 11
Managing your FollowersIt’s okay to unfollow if you get tired of someone.
It’s okay to block people you don’t want to follow you.
Find a spammer? Click “Report @SoAndSo for spam”!
No notifications are sent when you block, unfollow or report for spam.
Don’t feel compelled to follow back everyone who follows you.
Look for the “Verified Account” logo on celebrities’ profiles. Not there? It’s probably a fake.
Thursday, August 18, 11
Twitter Software
Desktop: TweetDeck and Seesmic
Web: HootSuite, Seesmic
Phone: Tweetie, TwitterBerry
Allows you to organize multiple accounts, see your Home Stream, Mentions Stream, Favorites, and Direct Messages - and any searches you create, all in one screen.
You can even manage Facebook (Pages and Profiles), LinkedIn and MySpace accounts!
Thursday, August 18, 11
Twitter WebsitesWeFollow.com
People-powered Twitter Yellow Pages
Mr. Tweet (MrTweet.com)
Recommends relevant people
FriendOrFollow.com
Easily see who you’re following that isn’t following you back.
Twitter.Grader.com
Compare your Twitter account with others in your area.
Source: http://www.flickr.com/photos/carrotcreative/2511539541/
Thursday, August 18, 11
Staying SafeUse a strong password - at least one upper-case letter, one lower-case letter, one number, and one symbol.
Don’t click on DM links from people you don’t know (or that look suspicious!)
Do not enter your username and password anywhere but the official Twitter site. Any 3rd party sites worth using will use OAUTH. OAUTH is a safe way to use 3rd party sites without giving away your username and password Usually there’s a link on those sites for “OAUTH” - click this pop-up will appear:
Thursday, August 18, 11
Assignment
Build your own Twitter profile!
Thursday, August 18, 11
LINKEDIN BASICSFacebook for Fogies
Thursday, August 18, 11
LinkedIn Basics
5,000 Lifetime Network Invites.
“3-deep” - you can see friends of friends of friends.
Penalties for attempting to connect with those you don’t know (at least, if they say they don’t know you).
Keywords, Keywords, Keywords.
Thursday, August 18, 11
Basic Tips
Keep a copy of your LinkedIn profile in a Word document.
Use the Q+A section to gain expertise.
Join groups to expand your network without using invites.
Source: http://www.flickr.com/photos/koalazymonkey/3596829214/
Thursday, August 18, 11
Quick OptimizationUse the “Other” URL field to give each link a custom title.
Select all the options under “Opportunity Preferences”.
Create a Public Profile URL - your name works best, then check all options. This makes everything on your LinkedIn profile except contact info public (even to someone who doesn’t have LinkedIn). This benefits your personal SEO but hurts your privacy.
Thursday, August 18, 11
Quick Metrics
LinkedIn shows you who visits your profile (more or less).
You can also use specific Bit.ly links to track if people are sharing or clicking on your content from LinkedIn status updates.
Thursday, August 18, 11
Big Mistakes
Don’t put anything besides your first and last names in the appropriate fields!
Don’t use a bad photo!
Don’t keyword stuff !Source: http://www.flickr.com/photos/deltamike/2337072843/
Thursday, August 18, 11
Assignment
Follow the steps on the Quick Optimization slide.
Thursday, August 18, 11
Facebook Basics for Business
Not just for kegger headstands and stalking anymore...... okay, maybe mostly for stalking.
Thursday, August 18, 11
What is Facebook?If Facebook were a country, it’d be the 5th largest in the world (by population)
Personal Profiles and Business Pages
Groups, Events, Applications
Walls, Status Updates, Photo Albums
PokesSource: http://www.flickr.com/photos/larimdame/2055808110/
Thursday, August 18, 11
Why Use Facebook?
Easily share pictures, videos, and notes
Easy integration with other social media tools
Everybody and their mom is on Facebook (literally). Source: http://www.flickr.com/photos/laughingsquid/986548379/
Thursday, August 18, 11
Sign UpCreate a personal profile using the form on Facebook.com
You can also create a page for your business here (not recommended - you lose out on some cool features, like apps).
Thursday, August 18, 11
The Home Screen
UpdatesMessagesFriend Requests Contextual Search
“Top News”
Most Recent Stories
Update your status here
Share this status
Like this status
Comment on this status
Your profile
Requests
FriendSuggestions
AccountSettings
Pokes
Events
Expandcomments
Time/date status was published
Create friendlists here
Thursday, August 18, 11
PrivacySafest: set everything to “Friends Only”
Set up Friend Lists and revoke privileges as needed
Set Privacy settings now, before they become an issue
Thursday, August 18, 11
Privacy - Part 2Any application your friends add can also see your information
Revoke application privileges before you add friends
Each photo album has to be set individually
1
2
Thursday, August 18, 11
Privacy - Let’s Do It NowClick Account -> Privacy Settings.
Click through each of Profile, Search, News Feed and Wall, and Applications, turning the settings to “Friends Only”.
Uncheck any option that you don’t understand.
You can also block people here - if you block someone, you disappear to them entirely.
Make sure you block them first!
Thursday, August 18, 11
Privacy - Friend Lists
Allows you to segment your friends.
Useful for pestering aunts and ex-girlfriends.
Also useful for business contacts.
1
2
Thursday, August 18, 11
Create a Friend List
Click hereor here
1
2
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Adding to the List
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Restricting based on List
Click1
2
3Add a specific friend list here
Thursday, August 18, 11
Adding a new friend
Thursday, August 18, 11
Removing a friend
Account -> Edit FriendsClick the X...
Thursday, August 18, 11
Page vs Profile
For Businesses
Has Fans (and stats!)
Create content as Biz
Won’t get banned for Biz use
For People
Has Friends (and lists!)
Create content as YOU
Will get banned for Biz use
Page Profile
Thursday, August 18, 11
Huge Mistake #1:Creating a personal profile
for a business.
Thursday, August 18, 11
Huge Mistake #2:Allowing some high school
kid to manage your Facebook marketing.
Thursday, August 18, 11
Huge Mistake #3:Thinking your high school friends give a crap about
your business life.
Thursday, August 18, 11
Separate The Content
Use the lock button to determine who can see what you post (you can set a default or change it
for each item you post).
Thursday, August 18, 11
The Best Pages:
Have a landing page for new visitors
Allow fans to post content along with the admins
Encourage comments
Use the FBML app
Thursday, August 18, 11
FBML
Use it like an HTML-enabled text box to customize your page.
Install by searching for the Static FBML app and clicking on “Add to My Page”
Thursday, August 18, 11
Assignment
Lock down your Facebook privacy settings.
Thursday, August 18, 11
SOCIAL MEDIA STRATEGYBasics for Business
Thursday, August 18, 11
SETH GODIN’S HIERARCHY
Attitude - Who you are and what you believe in.
Approach - How you want to go about doing it.
Goals - Things you want to accomplish. (3/6/9/12 mo)
Strategy - Plans to accomplish your goals.
Tactics - Executable, measurable parts of strategies.
Execution - Do not start here. Most start here.
Thursday, August 18, 11
CHOOSING TOOLS
Focus on your objective and your strengths.
If your objective is to produce interactive content, a written blog might not be the best way to go.
If you have “a face for radio”, you might not want to do a video cast (or at least, find someone attractive first).
Remove any barriers to entry.
Thursday, August 18, 11
NUMBERS ARE UNIMPORTANT
The best measure of your network is resonance.
Resonance: your content is shared, reacted to, commented on, disputed, argued with, hated, loved, whatever.
Resonance has two traits: velocity and volume.
Faster + Louder = High Resonance.
Thursday, August 18, 11
THE 101’S OF CONTENT
Always add value: we don’t care what you had for breakfast.
We DO care that the waiter was amazing. We DO care that it was the best coffee you ever had, if you tell us what kind and where to find it.
Always Add Value. (But remember value is subjective.)
Thursday, August 18, 11
CONTENT, CONTEXT, CONSISTENCY
Create a publication schedule and STICK TO IT.
Create content for your audience - are they ADD? Do short video or audio. Keep it relevant, fresh and engaging. Ask questions, respond quickly to comments or feedback.
Add Value - link wherever possible.
Thursday, August 18, 11
RULES OF ENGAGEMENT
At least 50% of what you do should be interactions and conversations (@ replies, comments on blogs, whatever).
30% of what you do (or more) should be education.
10% can be off-topic, random, whatever.
10% can be sales or pitches or... whatever.
Thursday, August 18, 11
MEASURE RESONANCE
Track any link you share.
Use http://bit.ly to create links you can track in real-time.
Use Google Analytics to track your website’s visitors.
Be consistent with your sharing and measuring rates.
Thursday, August 18, 11
NEGATIVE PUBLICITY...
... is just an opportunity for you to demonstrate how awesome your customer service is.
Do not give a fake apology or get defensive - say “I’m Sorry” then make it better.
Only delete or take retaliatory action when the negative publicity is 1) Patently False or 2) Spammed
Thursday, August 18, 11
EYE ON THE PRIZE
The more value you add, the less you will have to sell.
10% pitches/sales can be too much sometimes.
Network effectively; know who can be pitched and who shouldn’t be.
Don’t resort to Squeeze Pages or Spammy Mailing Lists.
Thursday, August 18, 11
ASSEMBLE YOUR TEAM
You may need:
Enough content creators to publish regular content
A creative lead
A marketing lead
A metrics/analytics lead
A damage control/customer service lead
Thursday, August 18, 11
ASSIGNMENT
Outline Seth Godin’s Hierarchy of Success for your business.
Thursday, August 18, 11
Q+A Time - Thank You!
Time to ask and answer specific questions
www.IAmNickArmstrong.com
Twitter: @ImNickArmstrong (say hi!)
Thursday, August 18, 11