A more in-depth look at Facebook, Twitter, location-based networking and mobile/desktop apps for social network management. Presented at the Lawrence Arts Center on February 17, 2010.

1. Fundamentals of Social Media PT II February 17, 2010

2. San Francisco Chronicle February 15, 2010 According to Web measurement firm Compete Inc., Facebook has passed search-engine giant Google to become the top source for traffic to major portals like Yahoo and MSN, and is among the leaders for other types of sites. "People are spending less time navigating the Internet on their own and are now navigating the Internet based on their friends' recommendations or their friends' activities”

3. OK, I have my Twitter Account and Facebook Page, What Next…

4. Create a Plan Treat Social Media as you would any other new business venture. Set objectives & Expectations. Be Realistic. What are your goals? Short-Term & Long-Term. Marketing, Sales, customer service etc Educate Management and Colleagues. Share your vision, help them understand, involve them, Get buy-in

5. Case Studies There are many documented case studies of both social media success and failure Try Googling "social media case study" http://delicious.com/benasmith71/case_study

6. Resources Who will be responsible? posting, monitoring, responding What tools should you use? How much time should you invest? Consider Creating a policy setting employee expectations for participation in social media http://www2.ljworld.com/weblogs/social-media-blog/

7. A couple of golden rules to remember…

11. Why Twitter? Very active local Twitter community. Real time Link to website, photos Re-Tweet gives a powerful viral effect Ease of engagement - ability to engage in public or private Add personality Hashtags

12. Use the settings tab to brand your twitter page…

13. Pick a name that will match what customers are searching for…

14. Tweets are geo-tagged. Consider local accounts…

15. DON’T FORGET THE BIO AND AVATAR. MUST REFLECT YOUR BRANDING…

16. SELECT A COLOR SCHEME THAT REFLECTS YOUR BRANDING OR UPLOAD A CUSTOM BACKGROUND… http://www.smashingmagazine.com/2009/09/18/effective-twitter-backgrounds-examples-and-best-practices/

17. FIND AND ADD LOCAL FOLLOWERS… USE SEARCH.TWITTER TO FOLLOW LOCAL CONVERSATION USE SITES SUCH AS TWITTER.GRADER.COM TO FIND THE TOP LOCAL USERS USE GOOGLE TO SEARCH FOR LOCAL TWITTER LISTS MAKE SURE TO FEATURE IN TRADITIONAL MARKETING

18. WHEN YOU TWEET… BE CONVERSATIONAL ASK QUESTIONS INCLUDE LINKS LEAVE ROOM FOR A RE-TWEET RESPOND TO EVERY QUESTION OR @ MENTION… ESPECIALLY NEGATIVES! IF YOU RE-POST ANY CONTENT, MAKE SURE TO CREDIT WITH A RE-TWEET

19. Using Twitter for Customer Service? Twitter may be 24/7 but you can let people know when you’re available.

21. Why Facebook? Largest and most active social network in us – rapid growth continues. Broad range of demographics Ideal for building community, creating brand loyalty Ability to add media content All content can be shared by your fans with other users

22. Building a page Go to any of your favorite pages and click “Create a Page for My Business” in the bottom left corner.

23. Building a page Select the type of page that best fits your business. Name the page. Then click “Create Page.” Remember: You cannot edit your page name once it’s created. To change it, you must delete the page and start over.

24. Set administrators Pages can have multiple admins. By creating the page, you are automatically an admin. To add more admins, click “Edit Page” and then “Add” in the Admins section in the lower right corner. You can delete Admins at any time by clicking “Remove Admin.”

25. Page tabs Use page tabs as a guide for adding content and applications. Move a tab by clicking and dragging it across the tab structure.

26. Building a page Add basic information under the “Info” tab like hours, location, contact information and Web addresses. Click “Save Changes” and “Done Editing” to save updated information.

27. Building a page You can also add a small text blurb and display your basic info in the boxes on the left of the page. To edit these boxes, click the little pencils in the upper right corners.

28. Update your status Type short updates in the status box. This is also a quick way to share links, photos, events and videos.

29. Photo galleries Click the “Photos” tab and “Create a Photo Album.”

30. Photo galleries Give the album a name, location and description.

31. Photo galleries Upload photos and then caption, tag and publish them. Remember: Tagging someone notifies that person that they are part of a photo, note, video or status. A user can always un-tag themselves if they do not want to be publicly associated with the content.

32. Sharing videos Go to the Video tab to add videos to your page. You can upload a file or record a new video. Videos can be tagged and captioned like photos, but you cannot group videos into sets.

33. Writing notes Notes are like blog posts. To create one, click the Notes tab and then Write a New Note. You can add photos and text formatting to Notes. You can also tag people (like customers or employees) in Notes just like in Photos and Videos.

34. Writing notes Automatically add Notes to your page wall by importing a blog or news RSS feed through the Notes application. Go to Edit Page, then click on “Edit” under the Notes application.

35. Writing notes Copy/Paste the RSS feed for the blog or content source in the Web URL field. Once you click “Start Importing” any content published on that RSS feed will also publish on your page wall.

36. Schedule events Encourage your community to socialize in real life by scheduling events. Events can be found on your wall tabs. Add the necessary info and invite your friends and fans.

37. Publish and share Once you’ve filled in your page, share it with your Facebook friends to gain fans. Share content from your fan page on your personal profile, too.

38. Add Fans Use “Suggest to Friends” to recommend to your personal contacts. When they accept, your page will show in their Live Feed and on their page for their contacts to see. Consider Facebook ads to promote to page. Low cost, highly targetable.

39. Interact Check your page for comments, questions, reviews and “likes.” Respond often so fans know that you’re accessible and approachable. Keeping your community interested is half the battle.

40. Secure a username Once you have 50 fans, you can go to www.facebook.com/username to create a custom URL for your fan page. This helps potential fans find you faster. Example: www.facebook.com/ljworld

41. Check insights Learn more about your fans and your efforts by using Insights. Monitor basic statistics about your audience to create new goals.

42. Desktop applications make Updating Twitter & FACEBOOK easy.

47. Mobile Applications allow you to manage Multiple Twitter accounts… UberTwitter Tweetie

48. Facebook Mobile Allows You to update any pages you are Admin of… iPhone Email Mobile Web

49. Additional Tools for Monitoring Social Media…

50. Twitter can have a powerful viral effect. It moves quickly – Real Time. Customer questions or @ mentions need a prompt response Negative comments must be dealt with especially promptly

51. Two Great FREE Tools for Monitoring Twitter… http://search.twitter.com/ Create RSS Feed @ mentions # mentions Brand mentions Any keyword(s) Location based

52. Two Great FREE Tools for Monitoring Twitter… http://software.engraph.com/managementionnotifier/default.aspx Email Alert Or Text Alert Specific @ Mentions # Mentions

53. Monitoring fan posts on your facebook page is a manual process. Automatic notifications of fan activity are not possible at this point. Try scheduling a set time mid morning, mid afternoon and end of day when you check briefly for any posts.

54. The good news… Facebook wall posts are typically less time sensitive than twitter Comments can be shared and reposted but not with the same speed and ease as twitter

55. Get Ready For Location Based Networks Soon to be joined by….

59. http://foursquare.com/businesses/

61. For Further Assistance: Ben Smith Social media manager bsmith@ljworld.com Twitter.com/benasmith Whitney Mathews Social media strategist wmathews@ljworld.com Twitter.com/whitneymathews