Social Media course Lecture 2: Twitter & Transparency

1. Tweet Naked & Users of the World, Unite!

2.  Your bio is searchable within the Twittersphere, meaning you need to
think carefully about keywords. It will show up in search engine
results for your name, so it has to represent the true you. It's also
how you choose to present yourself to Twitter's 230 million users, so
it's worth giving it some serious thought.
 Be Specific; use keywords (copywriter, public relations, biologist, etc.).
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Don't just state you're in a sales role, mention the industry in which you
work. If you're a recruiter, what kind of candidates are your speciality? Do
you work in marketing? Which industry sector?
Be creative; consider a 1-2 hashtags
Don‘t look like an automated bio: ―Coffee expert. Twitterholic. Internet
advocate. Music aficionado. Wannabe entrepreneur.‖ gobbledegook
PERFECT spelling and grammar
Do some research; include your goals / values in your bio
Link to your homepage
Where are you from? Where do you work? What are your hobbies? What
is your expertise? What are your qualifications?
How to Write a Rockstar Twitter Bio

3. "The idea behind your bio is that you want to provoke
enough interest so that somebody will follow you
back," Mark Schaefer, author of The Tao of Twitter,
says. "Be honest and give at least a hint of what you do
in the real world. Then, add something unusual or funny
to stand out. For example, I identify myself as a
consultant, author and social media bouncer. That often
starts a conversation!"

5. Book

6.  ―It is about interacting and engaging people, treating
people with respect, liking people so they will like you
back, and communicating ‗with‘ them, rather than ‗at‘
them.‖ – Tweet Naked
 ―‘social media‘ means you are socializing…‖ – Tweet
Naked

7.  Take a minute to write down your social media goals.
 What social media outlets would be best for those goals?
Take into account your audience, level of interactivity desired,
forms of multimedia you are using, etc.
 Before Friday, blog this assignment & e-mail me the link for your
weekly discussion points (up to 5 points)

8.  The more you tweet, the more time you spend online, the greater
media presence you will have – with great ―power‖ comes great
responsibility. People may watch you more closely.
 Think before you Tweet:
 Do I really want my followers to read that?
 Will this increase my following?
 Am I providing something of value, whether it‘s newsworthy or a joke?
 Will it help my brand?
 Can it hurt me? Damage my business or brand‘s reputation?
 Am I insulting someone or a group of people?
 Does this belittle or make light of a serious situation?
 Is this a rumor, lie or gossip?
 Is this ACCURATE? Are the facts from a credible source?
 Don‘t be the individual or company ridiculed for spreading a myth, photo-
shopped picture, fake video, false information
 Is this ethical? Transparent?
 Others??

10.  Be friendly
 Don‘t be a showoff
 Don‘t sell or pitch (social media is for connecting, building
relationships, networking, creating brand awareness)
 Don‘t automate
 DON‘T get angry (stay professional)
 DO care – show others you care about who they are & what they
do
 Give back (prizes, discounts, ―follow back,‖ retweets, etc.)
 Can you think of any others?

11.  If you perform responsibly on social media, you might be able
to…
 Crowd source information
 Ask followers questions to get opinions, feedback on a project, or
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other information (this can be VERY powerful)
Engage collaboration
Start a petition
Conduct a poll or survey
Discuss your customer service

12. Ana White invites audiences to share their
own stories of building DIY furniture.

13.  It‘s like being at a party…
 Do you walk up and start selling a product? Do you ask them to
follow you? Or do you try to say things that are entertaining,
alluring, funny, and maybe even try to inform them of something
they might find useful or interesting?

14.  Transparency & Authenticity:
 What stood out to you as the most important
points in this chapter?

15.  Accurate, timely information
 Full disclosure
 A human face, or faces
 Honesty & Openness are the new ―sexy‖
 Being straightforward – drop the clichés
 Share your corporate culture
 Share your likes, dislikes, passions, weaknesses
 Share your successes, be accountable for failures
 Share your goals, desires, & what you want to achieve
 Have a transparent profile (bio, real name, picture, etc.)
 Be consistent
 Have a 2-way street (retweet customers, respond, engage feedback)
 BUT have common sense: being inappropriate, taking stands on
controversial issues can harm your reputation. Be consistent &
positive.

16.  Don’ts
 OLD photos
 Prom photos, glamour photos, vacation photos
 Group photos
 Artsy or ―cute‖
 BEDROOM (ugh!)
 Glancing over the should
 Do’s
 Clear, well-lit picture
 Professional headshot
 Be creative
 Look into the lens
 SMILE

18.  Tell STORIES!
 Share photos, videos of things you love.
 Solve problems, show your expertise.

19. Reading

20.  ―businesses have increasingly less control over the
information available about them in cyberspace.‖ A.M. Kaplan, M. Haenlein
 The old way of managing your ―brand‖: strategic
placement of press announcements, public relations
managers

21.  What does Wikipedia say about your organization? (Note: Wiki
forbids participation of PR firms)

22.  How do you manage your brand/reputation
when you can‘t change, or necessarily
―manage,‖ what‘s out there?

23.  ―a group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, and that
allow the creation and exchange of User Generated Content.‖ A.M. Kaplan, M. Haenlein
 Social media tools vary by their
 Media richness (amount of information transmitted in a certain time
period)
 Intimacy (text-message vs. face-to-face)
 Immediacy (e-mail vs. live chat)

24.  Content communities (YouTube, Flickr, etc.):
 Sharing of media content between users
 Beneficial use for organizations: YouTube video contests

26.  Facebook, LinkedIn, Twitter, etc.
 Building relationships
 Provide useful information
 LISTEN

27. Sales of Procter & Gamble‘s (PG) Pepto-Bismol had been flat or
declining for several years when in 2010, P&G marketers noticed that
social media chatter about the pink indigestion reliever was occurring
on Saturday and Sunday mornings—presumably after users had
overindulged the night before. So P&G decided to try to lure potential
customers before their eating and drinking binges by touting the
product on Facebook with the upbeat slogan ―Celebrate Life.‖ The
result was an 11 percent market-share gain in the 12 months through
fall 2011.
The company that for generations has meticulously observed
customers in their homes as they mop floors, apply makeup, and
diaper babies is now listening to their conversations online. And for
good reason: The 25- to 54-year-old women who buy the bulk of
P&G‘s products spend more time on Facebook than typical users. ―For
us, the real aha! was an incredible ability to listen to consumers much
better, much faster, more broadly,‖ says Alex Tosolini, P&G‘s head of
e-business. ―These days, social media is an integral part of brand
building.‖
– Bloomberg Buisnessweek article by Lauren Coleman-Lochner

29.  Consider your target audience in choosing tools
 Align your various social media outlets with one another
 Cross-post
 Be consistent: ―nothing is more confusing than contradicting
messages across different channels.‖
 Be active
 Fresh content
 Respond to comments in a timely manner
 ―Social Media is less about explaining why your baking mix,
detergent, or shampoo is better than anyone else‘s than it is about
engaging others in open and active conversation.‖ - A.M. Kaplan,
M. Haenlein

30.  Allow & Invite ―audiences‖ to engage, contribute, generate
content
 Find out what your audiences want to hear, want to learn
about, etc.
 Be humble: allow and accept feedback
 Blend in too – be a ―real‖ perso
 BE HONEST. Do not try to ―sweep things under the rug.‖

31.  Massively multiplayer online role-playing games (World of
Warcraft)
 Product placement
 Appealing to video games in ads, etc.
 Virtual social worlds (Second Life, etc.)
 Virtual product sales
 Marketing research
 Virtual product placement