Digital Citizenship, Activism & Social Media, as presented for the Mandela Washington Fellows at the University of Delaware, 2017.

1. Digital Citizenship, Activism &
Social media
Paul Hyde & Tracy H. Jentzsch
June 27, 2017

2. paulhyde@udel.edu paulhyde.net/imd @udfaculty
Paul Hyde
M.Ed., Educational Technology
Manager,
IT-Academic Technology Services
University of Delaware
Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017

3. jentzsch@udel.edu Tracy Jentzsch @Tracy_Jentzsch
Tracy Jentzsch
Ed.D, Educational Leadership (in progress)
Program Coordinator
Interdisciplinary Humanities Research Ctr.
University of Delaware
Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017

4. Photo Credit: Young black man with text "i am the future of the internet" on t-shirt (Geraldine de Bastion)
Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017

5. - Developing a practical social media strategy that
complements your organizations overall core mission and
values.
- Exploring social media tools and strategies relevant to
the social, economic and cultural contexts
your organization operates in.
- Using measuring metrics to track impact of your social
media work.
Goals for this session:
Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017
Based on CauseVox– Non-Profit ToolKit

6. What does your Digital Footprint look like?
Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017

7. Social Media and the Graduate Student Job Search, Published on November 26, 2011
by Katharine Brooks, Ed.D. in Psychology Today: Career Transition blog
• I’m an introvert. I consider myself a private person. I
don’t want my personal life on the internet.
• I don’t have time.
• It’s superficial and I don’t see the value.
• Professionals aren’t into social media. That’s for
marketing people.
Why aren’t you on Social Media?
Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017

8.  Check your privacy settings, such as your
birthday, current location, workplace, etc. —
private or visible to only your friends.
 Be sure to log out of social media accounts when
you aren’t actively using them
 Use strong passwords & change them
periodically.
 Keep your software updated to prevent hacks
 What you post online, stays online
 Manage your “friends”
Staying Safe Online
Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017

9. National poll conducted by Harris Poll on behalf of Career Builder; April 28, 2016
“60 percent of employers use social networking sites to
research job candidates, up significantly from 52 percent
last year, 22 percent in 2008 and 11 percent in 2006,
when the survey was first conducted. Additionally, 59
percent of hiring managers use search engines to
research candidates – compared to 51 percent last year.”
Why does Social Media matter?
Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017

10. Michael Fertik, Founder and CEO of Reputation.com
Image credit: Invicta Media Private
“whoever you aim to be offline
is who you should strive to
be online.”
Use Social Media to SHAPE YOUR IMAGE
Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017

11. Keep your postings related to
your professional ambitions &
professional topics, rather than
your personal life.
Who are you online?
Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017

12. answer questions and concerns;
challenge stereotypes in traditional media about your cause;
provide coverage of events;
fundraise and connect with potential donors.
recruit staff, volunteers and customers;
increase visibility of your organization
Your Social Media Plan
Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017
Based on ViaSport, BC Canada – “Nine easy steps to creating a social media action plan”
Goals for your Social Media

13. Your logo
Your mission statement
Graphics – clear, hi res images
Colors
Templates
Guidelines or Tips
Your Social Media Plan
Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017
Based on CauseVox– Non-Profit ToolKit
Getting your resources together

14. # - identifies a keyword or topic
allows for searching, it indexes the word
Your Social Media Plan
Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017
Based on CauseVox– Non-Profit ToolKit
Hashtags
Register your Hashtags using
TWUBS.com

15. Create Great Content!
Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017
Image credit: www.complete.com Social Reflexion – The Social Media Effect
Tell a story!
90/10 Rule –
content creators vs.
content users

16. Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017
Digital Citizenship
- 9 Themes
- Quiz

17. Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017
Social Media Metrics
- Volume
- Reach
- Engagement
- Influence
- Share of Voice

18. Additional Resources
Social Media Toolkit for Sports Communicators
http://www.viasport.ca/resources/social-media-toolkit
Louise Myer’s Visual Social Media Blog, Article on HashTags
http://louisem.com/72927/how-to-use-hashtags-guide-2
Digital Citizenship at All Grade Levels – teaching students about
Digital Citizenship
http://www.whyville.net/press/L_LMar06Whyville.pdf
Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017

19. Additional Resources
Free Tools Tracy Loves!
Canva - allows you to design beautiful graphics, presentations and
layouts. https://www.canva.com/
Social Mention – A quick way to search and analyze social media in
real time. http://socialmention.com/
Paper.li – collect and curate content. Send it out as an electronic
newspaper! https://paper.li/
Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017

20. Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017
In the Social Media Corner.
These Social Media-focused online resources provide regular content.
Mashable. This is the go to resource for all things social media.
Smart Brief for Social Media. Is a tailored daily newsletter round up the top social media stories of the
day. Its editorial team boasts Andy Sernovitz, former CEO of WOMMA.
Who’s Blogging What. Collects the best from the blogsphere. It’s often the source of good social media
nuggets.
Hubspot. Home of Mike Volpe and Dan Zarella. Hubspot has a good blog, frequent distribution of social
media data and webinars. Be warned that they’re an Internet marketing company and have an agenda.
WOMMA. Stands for Word of Mouth Marketing Association. Started by Pete Blackshaw, it’s the
organization for all things buzz related. It has a useful daily newsletter.
From Heidi Cohen’s Actionable Marketing Guide, www.HeidiCohen.com 2017
Additional Resources from Heidi Cohen

21. Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017
Social Media Bookshelf.
For those who still believe in dead tree reading, here’s a short list of some of the gems currently available.
Please note that this list continues to expand every day.
Anderson, Chris The Long Tail and Free. As a lower cost alternative, you can read the original articles on Wired’s
site.
Brogan, Chris and Julien Smith Trust Agents.
Gladwell, Malcolm The Tipping Point and Blink
Godin, Seth Tribes and Linchpin.
Keller, Ed and Jon Berry The Influentials. This book provides explanation for underpinnings of word of mouth
marketing and the role of influence.
Li, Charlene and Josh Bernoff, Groundswell. Good read about how social media marketing works by two
Forrester Researchers. Some may find it more historical now.
McConnell, Ben and Jackie Huba, Citizen Marketing: When People are the Message.
Evangelist, Robert Scobles. It was one of the first books written in using a blog format.
Scott, David Meerman The New Rules of Marketing and PR One of the early books on social media. My NYU
graduate students either find this book too elementary or they love it. Check out David Meerman Scott’s blog
and e-books.
Additional Resources from Heidi Cohen
From Heidi Cohen’s Actionable Marketing Guide, www.HeidiCohen.com 2017

22. Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017
Social Media Bookshelf, continued
Sernovitz, Andy Word of Mouth Marketing: How Smart Companies Get People Talking. Easy-to-read book by
the former CEO of the Word of Mouth Marketing Association.
Shirky, Clay Here Comes Everyone Very readable book by NYU professor Clay Shirky that approaches social
media from a sociological perspective.
Solis, Brian Engage. Brian Solis’ blog is a must read for marketers.
Sterne, Jim Social Media Metrics Jim Sterne has been at the center of digital marketing metrics for years. He
runs the eMetrics conferences.
Verdino, Greg microMarketing
Tapscott, Don and Anthony D. Williams Wikinomics: How Mass Collaboration Changes Everything
Vaynerchuk, Gary Crush it! Bestseller by social media guru who used social media marketing to grow his
family’s wine business through the use of videos.
Additional Resources from Heidi Cohen
From Heidi Cohen’s Actionable Marketing Guide, www.HeidiCohen.com 2017

23. Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017
Other social media sources.
Here are a set of articles that help structure your social media marketing.
360i’s Social Media Handbook. Great free guide for marketers. Download it and see for yourself.
Exact Target’s Social Media and Email Research. Widely referenced research that’s worth your time. Its charts will
help you make the social media and email case to your boss!
What’s Your Social Media Rationale. Do you need to make the case to use or expand your use of social media
marketing? If so, this column will help you.
How Social Media Has Changed Marketing’s 4Ps. Outlines how social media has influenced the traditional 4Ps of
marketing.
How Social Media Compares to Third Party and Owned Media. Has a great chart that layout major media factors and
compares them. Useful for future presentations!
Social Media Isn’t Free. Set of metrics to help better understand the full cost of social media marketing.
Do you need a social media manager? With the expanded use of social media marketing, many companies are
starting to created dedicated positions. This column helps you decide what you need.
From Heidi Cohen’s Actionable Marketing Guide, www.HeidiCohen.com 2017
Additional Resources from Heidi Cohen

24. Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017
Facebook.
The current 900 pound guerilla of websites whose traffic now exceeds Google.
Facebook. Here’s the corporate spin. Worth tracking.
InsideFacebook. Here’s the unofficial guide to Facebook for marketers and programmers. This should be in your
RSS reader.
AllFacebook. To help you keep up with the information.
Facebook Marketing for Dummies. Written by Paul Dunay who blogs at Buzz Marketing for Technology.
Chris Treadway and Mari Smith, Facebook Marketing She’s one of the Facebook experts. You can also follow her on
Twitter.
YouTube.
Largest online video platform. Its also the second biggest search engine so that you can’t overlook this 900 pound
gorilla in your marketing plans, especially since it helps search optimization.
Greg Jarboe and Suzie Reider YouTube and Video Marketing Great how-to book to get you started.
How People Watch TV Online And Off. A TechCrunch article on how video is consumed. Great for data.
Context is King. TechCrunch article complete with charts to show how videos are found.
31 Online Video Branding Questions. Useful checklist to help evaluate the strength of your video campaign.
From Heidi Cohen’s Actionable Marketing Guide, www.HeidiCohen.com 2017
Additional Resources from Heidi Cohen

25. Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017
Twitter.
Provides the ability to communicate (i.e. microblog) in 140 character bites. It’s particularly useful for marketing
purposes. There are a plethora of products created to support Twitter, often bearing cute names that start with
“tw”.
Twitter Blog. This is Twitter’s official blog.
TweetDeck or Hootsuite. Applications to help manage Tweet stream, mentions and schedule future tweets.
99 Twitter Tools and Applications. Here’s an article from Smashing Magazine to get you started on Twitter tools.
There has been a proliferation of Twitter tools and applications. It’s important to bear in mind that many people
access Twitter from mobile devices such as smart phones and iPads.
Thomases, Hollis Twitter Marketing Fellow ClickZ columnist Hollis’ book covers the subject in depth. At least follow
her on Twitter!
How to Get Your Twitter Mojo. Article to jump start on Twitter with 8 tips to be a sparkling conversationalist.
How to be a Twitter Ninja. Article with 10 steps to master Twitter.
Twitter Chat Schedule. For those who want to participate in chats.
TweetGrid. Useful tool for participating in a Twitter chat.
From Heidi Cohen’s Actionable Marketing Guide, www.HeidiCohen.com 2017
Additional Resources from Heidi Cohen

26. Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017
LinkedIn.
Professionally focused social media platform.
LinkedIn Blog. This is the official blog of LinkedIn.
Lewis Howes Blog. A former college football player, Lewis is one of the experts on LinkedIn.
Jan Vermeiren How to REALLY use LinkedIn
Neal Schaffer –Windmill Networking: Understanding, Leveraging & Maximizing LinkedIn (Book)
Online photos.
Don’t overlook the power of online photographs in your marketing mix since most people can snap a
shot with a non-smart phone. Further photographs enhance most other forms of content.
250+ Free Stock Photograph Sites. If you want more options than Flickr, look no more.
A Complete Guide to Finding And Using Flickr Images. A must read to use other people’s photos
correctly and quickly.
Online Consulting Tips to Optimize Your Photos. Who doesn’t need help with their search optimization?
Is a Photo Worth a 1,000 Words? Here are five tips to expand your photographs’ reach online.
Additional Resources from Heidi Cohen
From Heidi Cohen’s Actionable Marketing Guide, www.HeidiCohen.com 2017

27. Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017
Blogging sources
An important component of any integrated social media marketing plan. They can also act as a CMS (Content
Management System) and help search optimization.
Copyblogger.Considered the bible of blogging, especially for business goals. Get this RSS feed so that you’re on
top of the latest trends. Try the 31-day Blogging Challenge either as a paid download e-book or in its original blog
post format, which takes searching to find.
Problogger.Another must read for bloggers.
Men With Pens. Blog focused on the art of writing from the perspective of copywriters.
Blogs of Fortune 500. Good for checking how the big boys are blogging.
7 Points to Create Your Blog Voice. How do you create your blog’s personality and brand? This article has 5
exercises to help you.
12 Suggestions to Overcome Blank Blog Post Syndrome. Need help getting started writing. This article is the
place.
12 Tactics to Grow Your Blog Audience (Flog Your Blog – Part 1). Tips for new and experienced bloggers expand
their reach.
15 More Ways to Expand Your Blog Reach (Flog Your Blog – Part 2). These 15 blog audience growing suggestions
are broken into six categories to help your marketing.
Why Isn’t Anyone Coming to My Blog? Here’s an 8 point checklist to see where your blog may be missing the
mark.
From Heidi Cohen’s Actionable Marketing Guide, www.HeidiCohen.com 2017
Additional Resources from Heidi Cohen

28. Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017
Social Media Guidelines.
Regardless of whether you’re active on social media platforms or not, every business needs to outline guidelines for how
its employees should represent the company, how employees need to represent themselves, how customers should be
treated, and what’s acceptable behavior on company websites and social media entities.
Dave Fleet’s Policies. Insights and resources from PR executive Dave Fleet.
Ford Company’s Social Media Policies. Great concise version of one company’s guidelines that incorporate great visuals
with the help of Scott Monty.
Cisco’s Social Media Playbook. Another company’s more in-depth approach to social media guidelines.
Social Media’s Social Responsibility. 10 points to consider in order to make your social media marketing efforts more
accountable.
From Heidi Cohen’s Actionable Marketing Guide, www.HeidiCohen.com 2017
Additional Resources from Heidi Cohen

29. Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017
PR – Public Relations
Useful for disseminating marketing messages cost-effectively to a wide variety of traditional and online media
entities. With social media press releases, you can include additional media in a range of formats.
Social Media Press Release. Developed by Tom Defren’s PR firm, Shift Communications, here’s the original social
media press release prototype.
5 Ways to Maximize the Impact of Your Press Release. Need some ideas for a press release that aren’t plain vanilla
corporate announcements? This article will jumpstart your thinking.
HARO aka Help a Reporter Out. This free PR service distributes created by social media expert Peter Shankman
emails three times a day with a listing of requests across a broad array of categories from journalists looking for
input and experts. Use it to get your story in the media. If you’d like to know how to use HARO for your business,
read this story.
5 Ways HARO Can Help Build Your Brand. Provides 5 suggestions for using HARO effectively
How to Prevent a Social Media Disaster. Something that every marketer needs to know, even if you’re not doing
any social media marketing!
Best practices for Crisis Communications for Social Media. Another addtional to your marketing tool box, even if
you’re not active in social media.
How to Save Your Brand in the Face of Crisis. Information from MIT’s Sloan School of Business.
From Heidi Cohen’s Actionable Marketing Guide, www.HeidiCohen.com 2017
Additional Resources from Heidi Cohen

30. Tracy H. Jentzsch – Digital Citizenship, Activism & Social Media, 2017
Mobile.
With the growing number of smartphones, every marketer needs to include mobile in their integrated
marketing mix. At a minimum, you need to have a mobile website and show up on mobile search, especially if
you have a physical location, so that prospective customers can find you when they’re on the go.
360i’s Mobile Marketing Handbook. Like their social media e-book, this is worth a read, especially if you’re new
to the space.
Why Mobile Social Media Matters. Great visuals from 360i’s Senior Director of Emerging Markets David
Berkowitz.
Morgan Stanley’s Mobile Internet Report. Research from Morgan Stanley’s institutional service.
Location Based Innovation. Powerpoint presentation by Dr. Phil Hendrix.
iPhone Apps’ Benchmarks for Success. Good blog post on iPhone apps. Contains good visuals.
7 Mobile Marketing Tactics. Here’s a primer to guide your mobile marketing thinking.
From Heidi Cohen’s Actionable Marketing Guide, www.HeidiCohen.com 2017
Additional Resources from Heidi Cohen

31. Thank you, and stay connected!
Paul Hyde -
paulhyde@udel.edu
@UDFaculty
Tracy Jentzsch –
jentzsch@udel.edu
@Tracy_Jentzsch