2. Which media do you mean?
Scores of media called “social”
Focus here:
“Complete” social media sites (Facebook, LinkedIn)
Microblogging (chiefly Twitter)
Traditional content with social implications (Website,
blogs)
Single-purpose sharing sites (photo, video, etc.)
7. In business …
78 percent
of companies use social media
MediaPost News, 2010
8. In business …
700 million
local businesses have Facebook pages
Hubspot Blog
9. In the public sector …
Twitter:
48 governors are on Twitter
At least 80 state legislative caucuses
are on Twitter
At least 10 percent (and growing) of
state legislators are on Twitter
10. In the public sector …
Facebook:
Every governor is on Facebook
More than a third of legislators
are on Facebook
11.
12. Why use social media?
Comparable to traditional media, but
with two additional strengths:
Cost
Control
13. What’s your goal?
Sell products? The goal will shape
Drive people to your everything about your
website? social media strategy.
Become an authority?
Just become known?
Move info to people?
Get people to move?
14. Be your own guide
Use your planning process or
existing documents to guide you.
Don’t follow the leaders; they may
have different goals.
17. What are OTREC’s goals?
Drive people to website
Move information to people
Secondary
Get people to move
Become an authority
18. What are the best tools for each?
Drive people to website: Twitter
Move information to people: Twitter or Facebook
Secondary
Get people to move: Facebook
Become an authority: Blog (news), Twitter
19. Are they best for you?
Where is your audience, and when?
Twitter can get people to act right now, but is
fleeting
So, have an easy ask: visit a link, not a
party
Facebook posts and events last longer
Better to keep that information here
20. Where is your audience?
At work? On the bus? At home? Who knows?
Consider whether you’re building your
audience or talking to an existing audience.
They might not use social media
But someone who can reach them does:
media, opinion leaders, etc.
23. With Twitter, you:
Get out what you put in
Define the terms of your relationships (no “friends”)
Don’t need to commit to much (unless you have an
“authority” goal)
Get in under people’s radar
Have line into targeted community (even invisible
members)
24. Twitter basics
Keep it short. One thought per tweet.
Be judicious about posts. They add up.
Nuts and bolts (@, #, d, RT, thx)
Room to retweet.
Is ths n effctv way 2 communic8?
Speak to your audience. You will have followers in
many disciplines, but don’t dilute your voice.
26. Twitter.com is fine for beginners
You can get started:
Find people who you know tweet
Find organizations you suspect tweet
Follow the followers (and their lists)
34. LinkedIn
What are they there for?
Know your audience? Do they use the platform, discuss,
post?
Or do they just look for connections, recommendations,
job openings?
Neither the size (<1/4 of Facebook) nor the limited use
are necessarily bad, if that’s what you’re looking for.
35. Facebook
Where our audience
has been and
increasingly spends
time
Diverse platform;
broader audience,
richer experience
More casual, fun, than
Twitter (professionally)
40. So far, so good
You’ve covered your
bases. People can find
you. Should you go
further? Time to
reassess. Can you keep your
commitments?
What’s your ROI?
Do you have anything
worth directing people
to?
41. Before you go any further
Find a way to manage your
social media, or you’ll go mad!
42.
43. Social organizers
Wrangle all your Tweetdeck
accounts (Twitter, HootSuite
Facebook, LinkedIn Seesmic
and many more) for
you and your
organization.
55. Beyond
Mobile: People view you in a variety of media, and
take you with them. Are you using the right tool? Do
you offer something that an app does better?
Convenient to audience, not to you
