CATCHING UP:

SOCIAL MEDIA BASICS

Understanding and Using Facebook,

Twitter & LinkedIn for your

personal/professional needs

UJA Federation NY

October 28, 2013

About Debra AskanaseFormer executive

director, organizer,

business consultant

Digital Engagement

Strategist for mission-

driven organizations

debra@communityorganizer20.com

Twitter: @askdebra

Today’s Workshop: Lots to cover!

9:00 – Introductions/overview/goals of workshop

9:30 -- The social media landscape

10:00 – Personal/Professional Learning Networks (PLNs)

10:30 – Break!

10:45 – Understanding and using LinkedIn

12:00 – Lunch!

1:00 – Understanding and using Twitter

2:00 – Understanding and using Facebook

2:45 – Break!

3:00 – Mixing personal & professional, social media policies

3:30 – What’s next for social media?

3:50 – Wrap-up/takeaways/evaluation

Workshop Goals and Skills Objectives

Developing a PLN

Skills building

Using skills towards

PLN goals

How are you feeling?

WHAT IS SOCIAL MEDIA?…and who uses it?

“…highly interactive platforms

through which individuals and

communities share, co-create,

discuss, and modify user-generated

content.”

-Wikipedia, social media definition

http://www.flickr.com/photos/49601347@N00/934211103/

http://simplify360.com/blog/building-business-on-customer-experience-through-social-media/

It’s really about conversations

…using

these

channels

BlogMicro

Blogging

Image Sharing

Video Sharing

PodcastWiki

Social Networks

Forum

Ratings

Social bookmark

ing

http://blog.nielsen.com/nielsenwire/social/2012/

http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_So

cial_networking_sites_update.pdf

Largest use demographic:

Hispanic

Largest age demographic: 18-29

Urban/suburban: about equal

Education level: High school +

Income: all about equal

http://mashable.com/2013/08/16/teens-social-media-chart/

US social network demographic trends

Ages 18 - 29 Urban Top US social

networks

Tumblr Twitter Facebook

Twitter Instagram Twitter

Instagram Facebook LinkedIn

On the rise

Pinterest Instagram Tumblr Google +

Where you don’t

always know

everyone very well,

but they all want to be

there.

Good for personalizing

content, networking,

and interacting

personally through an

individual account.

Best used for

individuals to share

information, connect,

and exchange ideas.

Participate through

the newsfeed or

groups.

The best parts are the

hallway conversations.

Everyone wants to

talk. Find a tribe,

hang out in the

corner with them.

Great for

connecting with

individuals, finding

those with similar

interests, and

sharing.

The Professional Conference The Neighborhood Diner The Block Party

Transparent

Trustworthy

Value-added

Conversational

Willingness to be YOU

Critical success qualities

This can result in online influence

http://www.altimetergroup.com/research/reports/the-rise-of-digital-

influence

1. Content matters. Fresh and valuable content matters most.

2. Know who you want to talk with first, then talk.

3. If you’re not conversing, you’re not using social media properly.

4. Understand why people may want to talk with you.

5. Understand the culture of each social media channel.

6. Sharing is everything. Share 110% of the time.

7. It’s not about you, it’s about your network.

8. Listen. Not just once but constantly.

9. Participate and be yourself.

10. Practice abundance thinking >> include, share, amplify.

10 Tips for succeeding with social

PERSONAL/PROFESSIONAL

LEARNING NETWORKS

What is a PLN and why should I care?

“Lasting and

substantive change

can be best effected

by a group of people

connected to each

other, to a leader and

to an idea”

-Seth Godin, Tribes author

http://www.wired.com/epicenter/2009/02/ted-seth-godin/

A Personal Professional Learning Network is..?

“…a network set up by an individual specifically in

the context of her professional activities through

online platforms to support her professional non-

formal learning needs.”

From “Understanding Personal Learning Networks,” by Krebs and Holley

http://journals.uic.edu/ojs/index.php/fm/article/view/3559/3131#p4

Stages of PLN growth

Building

Maintaining

Activating connections for purpose of learning

From “Understanding Personal Learning Networks,” by Krebs and Holley

http://journals.uic.edu/ojs/index.php/fm/article/view/3559/3131#p4

Socia

l M

edia Engage C

rea

te Trust

Mo

ve

to

Action

The (online community) social

media activity funnel

Factors influencing choice building a PLN

Communality – suitability of that person’s experience or

expertise for learning

Organization of the contact

Network of a contact

Reputation

*Trustworthiness of people

*Like-mindedness

*Real potential for collaboration

*Real potential for learning

*play important roles in the building phase

From “Understanding Personal Learning Networks,” by Krebs and Holley

http://journals.uic.edu/ojs/index.php/fm/article/view/3559/3131#p4

Social Capital

• Quite simply put: the effort put into and received

from cooperative deeds

• Investment in social relations produces returns

On an org level, this is called “karma banking”

Role of Network Weavers

In a healthy community, the network weaver forms

relationships with many small clusters, and

eventually connects individuals and clusters who

may help each other. (Krebs and Holly)

Anyone can be a network weaver, if you

intentionally connect people and resources to each

other.

From “Understanding Personal Learning Networks,” by Krebs and Holley

http://journals.uic.edu/ojs/index.php/fm/article/view/3559/3131#p4

What would you achieve with a Personal/Professional Learning

Network?

Will it address or solve a problem?

What do you want to learn?

~ paired discussion ~

Develop your PLN Objectives

Example objectives: “To find and learn more about the field from

my professional peers in other organizations.” OR

“To learn more about developments in Jewish education.”

UNDERSTANDING AND

USING LINKEDIN

238 million members

Linkedin is all about utilizing connections

LinkedIn US demographics

Benefits of using LinkedIn

34

Company

Page

Group Personal

Profile

Ads

Metrics Has

metrics/Insight

s, targeted

updates

Limited

metrics or

apps.

No metrics Metrics for

CPC

Features Highlight jobs,

services,

products

Announcemen

ts,

promotions,

jobs, featured

discussion

All kinds of

apps, ways to

highlight

experience

Can use very

specific

targeting

What you can

post

Integrates

photo, video,

text, links

Photos, links,

discussion

topics

Integrates

photo, video,

text, links.

Photo images

The many ways to “Link In”

• Degrees of connection (get introduced)

• Groups (allow all to connect with you)

• Newsfeed (connect more deeply, get news)

• Inmail (Send Linkedin message to someone you don’t know)

Use LinkedIn to connect 4 ways

Using LinkedIn for your PLN

1. Optimize your profile and complete it

2. Create connections

3. Find groups of interest

4. Search your connections, and theirs

5. Message and reconnect/connect

6. Find brands/organizations to follow

7. Look at who’s viewed your profile

8. Look at who’s viewed your updates

9. Give and ask for recommendations

10. Comment on a group discussion

Optimize your personal profile

1. Optimize for search terms, keywords, phrases

2. Complete background summary section

3. Complete all job experience summaries

4. Try to get at least 100 connections

5. Add at least 5 recommendations

6. Add other areas: projects, publications, volunteer,

interests

7. Complete advice for contacting you (at bottom)

8. Post an update to your home page

Your LinkedIn Home page

Who’s viewed your profile

Who’s viewed your updates

Follow LinkedIn channels (under interests)

Follow Linkedin influencers (under Interests)

Find Groups…begin connecting

Find companies to follow

Let’s practice!

http://www.flickr.com/photos/lenifuzhead/64070148/sizes/m/in/photostream/

UNDERSTANDING AND

USING TWITTER

Twitter500 million users

200 million active daily users

It’s about RELATIONSHIPS, not

broadcasting

Nu….what IS this Twitter?

Real-time conversation with anyone…about what

you or they are interested in.

• Find the people that you want to converse with and the

interests to converse about, and fearlessly dive in.

• Think of it as diving into the conversation at a party – no

harm in walking quietly up to a group, listening for a

while, then going for it.

• Find the conversation and learn, connect, and

expand your network.

Jumping in…

Your footer here 52

Twitter generosity

Creating your Twitter account

- Picking a username (15 characters max)

- Creating a bio (160 characters max)

- Avatar

- Header (1252 x 626 px)

- Background

- Use login verification (under security settings)

- Check your apps periodically

- Under privacy settings: select “Do not track”

- Under privacy: Adding a location – your preference

- Customize email notifications

Some basics…

- Who sees what you tweet (live demo)

http://www.slideshare.net/joshuabaer/twitter-replies-who-

really-sees-the-tweet-you-just-sent

- What is private and what is not (live demo)

- Creating lists to filter the noise

- Using a 3rd party to filter the noise (Hootsuite,

Tweetdeck)

Pro Tip: Use a third-party app to manage

Twitter, such as Tweetdeck or Hootsuite

• Manage the noise

• Schedule tweets

• Cross-schedule to other sites

• View Klout scores

• Focus on conversations and topics

• Follow # (hashtags) of interest

3rd party app: Tweetdeck

Understanding Twitter lingo

Tweet

RT = retweet

MT = modified retweet

@ = tweet directed at a particular user

# = topic (fanciful or serious)

DM = direct message

#FF = follow Friday

#ICYMI = in case you missed it

^ = right before the name of who tweets

HT (or h/t) = hat tip

w/ = with

Via @ = a way to acknowledge content source

Twitter advice for

newbies

Twitter etiquette

• It’s totally ok to interrupt a public conversation

• Tweeting 10 – 20 x/day is ok, but 10-20x/hour is not

• Don’t spam your stream or one person

• Don’t just tweet your own content

• Do generously include others with “cc” or @ messages

• Do generously share others’ content, give credit, have conversations

• Join any Twitter chat, try to introduce yourself

• Don’t spam your Facebook stream by connecting tweets to Facebook

Your footer here

Twitter resources

What is Twitter? http://socialmediatoday.com/daniel-zeevi/1371811/twitter-101-what-twitter-really-about

If you @message, who sees it? http://www.slideshare.net/joshuabaer/twitter-replies-who-really-sees-the-tweet-you-just-sent

Build your personal identity/brandhttp://mashable.com/2009/05/20/twitter-personal-brand/

Building a Twitter communityhttp://mashable.com/2008/11/10/twitter-community/

Twitter engagement and best practices (curated)http://www.scoop.it/t/twitter-best-practices-engagement-and-research

Where to find tweeps

• Twitter directories (and add yourself!)• http://www.twellow.com/

• http://wefollow.com/

• Twitter’s native people search & suggested

• Search bios: https://followerwonk.com/

• http://twopcharts.com/

• Follow people that others follow

• Search hashtag conversations or twitter chats and follow those folks participating #jedchat, #jed21c, #commbuild, etc. (try twubs.com too)

• Use search.twitter.com or Tweetdeck’s search

• #FF recommendations you see

• Ask your friends on Twitter who to follow!!

Start with the Fine 100

Let’s practice!

http://www.flickr.com/photos/17423713@N03/2829251197/

The kitty makes it

less scary to dive in,

right?

Recheck: How are

you feeling?

UNDERSTANDING AND

USING FACEBOOK

1.15 billion active users

Personal

Profile

Group Page Ads

Metrics No metrics.

Can segment

friend lists.

No metrics or

apps

Has

metrics/Insight

s

Metrics for

CPC and

CPM

Apps Can use apps,

no contests

No apps.

Group chat,

doc share

features

Can use

Apps, run

contests

None

Advertising Is the

audience for

ads

Cannot point

ads

Can point FB

ads to your

Page

Can point to

another FB

Page or

external site

Who can post Must post as

an individual

Must post as

an individual

Can post as

business or

indiv.

Posted by the

Page or

business

The many faces of Facebook

Understanding Facebook’s newsfeed

http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/

Facebook “healthy checks”

1. Complete your About section wisely

2. Segment friends into lists

3. Understand privacy settings: Set what others

can/cannot view

4. Review apps settings regularly

5. Create secure browsing and log-ins

6. Public posts are PUBLIC – review your timeline

7. Friend those you know

8. FB chat/message is just that – use it wisely

This is where you access all your settings

Create & review friend lists

To create a new custom friends list:

• From your “Home” page, scroll down to the

Friends section and click More

• Click Create List

• Write in the list's name

• Enter the names of friends you want to add to this

list in the Members section

• Click Create

Review your entire activity log

Review timeline/tagging settings

Find at https://www.facebook.com/settings

Review privacy settings

Review app settings

Review ad settings

Using Facebook for your PLN

1. Create friend lists

2. Find groups and Pages of interest

3. Look out for events

4. Message and reconnect/connect

5. Find people to follow

6. Follow or create interest lists

7. Decide how personal/professional will mix

8. Search for hashtags and see where they take you

9. Find Interest lists to follow

10. Participate in groups of interest

11. Find and tag people in conversations

Public posts are…very public!

10 things to try on Facebook…

1. Tag someone in a comment

2. Tag someone or an organization in an update

3. Use a Facebook hashtag

4. Tag someone in a photo

5. Add/upload an image to a Facebook update

6. Create an unique Facebook cover photo

7. Add life events

8. Add a Note

9. Add in Instagram

10. Create a Facebook Event

Let’s practice!

http://www.flickr.com/photos/51035587720@N01/3007022777/

MIXING PERSONAL &

PROFESSIONALWhere’s the line? Is there a line? Plus,

the role of social media policies at work

https://twitter.com/farra/social-eds/members

Leaders are expected to be online & receptive

• New expectation of “access” to leaders and org staff

• Desire to “know” leaders and staff

• Leaders are expected to listen to the online chatter

• Leadership transcends the bricks and mortar

location, extends to online locations

• Vision and POV expected to be shared where

stakeholders are accessible

• Being online = being “open,” no social footprint =

being “closed”

Your footer here

Professional

versus

personal

Twitter

Exactly how personal??

You entirely

Your interests +

your professional

voice

Your professional

voice + your

interests

The distanced

professional

Would your mom read it and

cringe?

Are you able to truly converse?

The personal/professional challenge

• What would you gain by separating you & you?

• What would you lose?

• How would it help your PLN?

Would you have to create a whole new PLN?

SM policy resources for organizations

Pinterest board of social media policies

• http://www.pinterest.com/askdebra/social-media-

policies/

Downloadable (PDF) workbook for Jewish

organizations:

• http://darimonline.org/files/darimsmpw.pdf

The social media policy playbook

http://darimonline.org/files/darimsmpw.pdf

What will you do next week in social media?

http://www.flickr.com/photos/49503107561@N01/215916577/">sara |

Email: debra@communityorganizer20.com

Website: communityorganizer20.com

Blog: http://communityorganizer20.com

Linkedin: linked.com/in/debraaskanase

Twitter: @askdebra

Other slides: slideshare.net/debask

Telephone: (617) 682-2977

I’m always happy to answer follow-up

questions!