Social Media Training Jon Worth PART 2 14 Jan 2011

Netherlands Embassy Practical ToolsCreative Commons Attribution License

EngagementPyramid

Advocates

Supporters

Reactors

Visitors






Facebook basics– Profiles (visible to friends)– Status updates (“what’s on your mind”)– News feed (what’s new in your networks)– Wall (friends post messages for you to see)– Photos (display and tag pictures and albums)– Groups (NEW: collaborative space)– Networks (college or workplace)– Messages (mail system)– Notes (akin to blogs)– Chat (instant messaging)– Applications (incl. games)– Pages (‘Like’ a brand)– “Like” (signal approval)– Events (watch %)– Ads (highly targeted)


Thanks to @rose22johand @LDN on Twitter

http://twitter.com/rose22joh

http://twitter.com/LDN


What about Twitter?

You ‘follow’ people and they ‘follow’ you; note vocabulary

Super quick interactions, share information, links

Helpful approach of users, professional usage

Integration with mobile devices, desktop clients

Facebook is for the people you know, Twitter is for the people you would like to know

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Blogs• A website used like a journal to publish a regular stream of “posts”

– Posts can be insights, thoughts, commentary, articles and multimedia– Written from an individual perspective– Readers can comment on posts and subscribe to updates– Posts are organised, archived and searchable– Very easy to set up and use: 100m+ active blogs worldwide– Tend to be linked together into communities– Most serve niche audiences but are influential and credible

– Three sets of tactics: writing, responding and pitching


Writing blogs

nline visibility

howcase individuals

hought leadership

stablish expertise in field

xhibit openness

umanise the brand

econdary influence on media

EO (Google loves blogs)

teady content flow

any uses e.g. Rebuttal

eed into other platforms

Time commitmentCreating content regularly Monitoring, training, etc

Confidentiality and controlBlog content may be inappropriate or “off-message”

Organisational cultureMust allow open, informal and interactive communication

Benefits Considerations




How the US Air ForceResponds to Blogs


Promoting to bloggers

logs are influential and credible sources for many stakeholders

logs influence journalists: many stories break first in the blogs.

EO: inbound links from blogs raise your Google profile

log coverage can be easier to shape than mainstream media

1.Read the blog first2.Pitch by email3.Do not just send a Press Release 4.Make it personal 5.Be informal6.Refer to past posts or tweets on the topic7.Keep it short and simple 8.Include multimedia links9.Offer something exclusive

Why pitch to blogs? Pitching to bloggers


LinkedIn and XING

Professional networks It’s OK to add your boss as

a contact Professional aspects are

strength and weakness


Hope this doesn’t happen to you

9.8 million views


Keep an eye on your ‘brand’

Google alerts, backtweets.com

Incoming links in stats Get a RSS reader (

Google Reader, Netvibes), filter using Yahoo Pipes

http://www.backtweets.com/

http://www.google.com/reader/

http://www.netvibes.com/

http://pipes.yahoo.com/


Some shiny new tools


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Jon Worth

Jon Worth

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Technology

Social Media Training Jon Worth PART 2 14 Jan 2011