Social Media Tools - Twitter, Facebook and LinkedIn 101

Twitter Basics
140 characters of pure awesomeness

By N ic k A rmst ro ng :: @ImN ic kArmst ro ng
h tt p://w w w.IAmN ic kArmst ro ng.com

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


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, $


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)


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!


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/


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.


Setting Up Your Account


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


Sweet!
Okay, now what?


Your avatar and username

How many characters you have left (140 is the limit!)

# of people you are following
New tweets since
Your last tweet # of people following you
the page loaded
# of lists you’re featured on The home feed
Mentions
Username and avatar feed
Someone’s username
Click on either to go (this is a mention)
to this person’s profile

Where the Tweet came from The retweet feed
How long ago something was tweeted
Favorite this tweet
(publicly visible!)

“New”
Reply to this tweet (creates a link) retweet

Tweet, of course!
But about what?


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


@ Replies
@ Replies
If 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.


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.


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)


Click here

Ron retweeted this to his followers
(even if they’re not following me)

“New” ReTweets
Exposure to Tweeps you don’t know!


Hashtags and Searches
When 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.


Enter search term here

Searches
Like the CIA, only less scary...


Your Home Feed

The Tweets from
everyone you follow
appear here. Your
Tweets will appear
here, too!


Your Mentions Feed

This is the
“@YourUserName”
menu item.

Any tweet that has
your @UserName in it
will appear here.


When you mouse over
a 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 appear
in their own feed.
These are visible to anyone.

You can Favorite Tweets.
Come back to them later, share them, make a
highlight reel - whatever feels right.


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:


Lists
Creates 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.


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


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


Lists you’re on Lists you’ve made or follow

Click here

See Where You’re Listed
Street Cred++


What list feeds look like
Click on the list you want to see from your sidebar


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.


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.


Add a Profile Picture

Your smiling face works best!

Try to use the same avatar across all your social media accounts


Be Sure To Change
Your Background/Theme!
Try http://tweetygotback.com/


Protecting Your Account

Only people you
approve will be able
to see your tweets

Not valuable for SEO

Harder to gain a
following


Finding People to Follow
If 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


Managing your Followers
It’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.


Twitter Soft ware

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!


Twitter Websites
WeFollow.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/


Staying Safe
Use 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:


Assignment

Build your own Twitter profile!


LINKEDIN BASICS
Facebook for Fogies


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.


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/


Quick Optimization
Use 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.


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.


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/


Assignment

Follow the steps on the Quick Optimization slide.


Facebook Basics for
Business
Not just for kegger headstands and stalking anymore...
... okay, maybe mostly for stalking.


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
Source: http://www.ﬂickr.com/photos/larimdame/2055808110/

Pokes


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/


Sign Up
Create 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).


“T News”
op
Your proﬁle Account
Friend Requests Messages Updates Contextual Search
Most Recent Stories Settings

Requests
Update your status here

Create friend Friend
lists here Suggestions

Share this status
Like this status
Comment on this status

Time/date status was published Events

Expand
comments Pokes

The Home Screen

Privacy
Safest: set everything
to “Friends Only”

Set up Friend Lists
and revoke privileges
as needed

Set Privacy settings
now, before they
become an issue


Privacy - Part 2 1
Any application your
friends add can also
see your information
2

Revoke application
privileges before you
add friends

Each photo album has
to be set individually


Privacy - Let’s Do It Now
Click 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!


Privacy - Friend Lists 1

Allows you to segment 2
your friends.

Useful for pestering
aunts and ex-
girlfriends.

Also useful for
business contacts.


1

Click here
or here

2

Create a Friend List

Adding to the List

Restricting based on List
Click
1

2
Add a speciﬁc friend list here 3


Adding a new friend

Account -> Edit Friends
Click the X...

Removing a friend

Page vs Proﬁle
Page Proﬁle
For Businesses For People

Has Fans (and stats!) Has Friends (and lists!)

Create content as Biz Create content as YOU

Won’t get banned for Will get banned for Biz
Biz use use


Huge Mistake #1:
Creating a personal proﬁle
for a business.


Huge Mistake #2:
Allowing some high school
kid to manage your
Facebook marketing.


Huge Mistake #3:
Thinking your high school
friends give a crap about
your business life.


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).


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


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”


Assignment

Lock down your Facebook privacy settings.


SOCIAL MEDIA STRATEGY
Basics for Business


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.


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.


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.


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.)


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.


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.


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.


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


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.


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


ASSIGNMENT

Outline Seth Godin’s Hierarchy of Success for your
business.


Q+A Time - Thank You!

Time to ask and answer speciﬁc questions
NickMArmstrong@gmail.com
www.IAmNickArmstrong.com
Twitter: @ImNickArmstrong (say hi!)


Social Media Tools - Twitter, Facebook and LinkedIn 101

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