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Introduction to Using Social Media in Small Business<br />Anne Mims Adrian<br />blog.anneadrian.com<br />aadrian@auburn.edu<br />July 15, 2009<br />

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“Today, if you&apos;re not staying current with Web 2.0 technologies&apos; impact on business, then you&apos;re just not staying current. Period.”Sarah Perez of ReadWriteWeb<br />flickr.com/photos/rambleon/2384382498/in/set-72157604099911780/<br />

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Where to begin? Pick 1, 2, or 3.<br />

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Social media is not about tools & technology<br />flickr.com/photos/nycarthur/2489426482/<br />

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Social Media<br />Online technologies and practices that people use to share opinions, insights, experiences, and perspectives with eachother.en.wikipedia.org/wiki/Social media<br />

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Wikipedia<br />75,000- active contributors <br />13 million– number of articles contributors have worked on<br />thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/ <br />49 Amazing Social Media, Web 2.0 And Internet Stats<br />& thefuturebuzz.com/2009/07/10/future-marketing-trends/<br />Future Marketing Trends – By The Numbers<br />

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Wikipedia<br />~57 million 2008monthly visitors<br />~65 million 2009 monthly visitors <br />thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/ <br />49 Amazing Social Media, Web 2.0 And Internet Stats<br />& thefuturebuzz.com/2009/07/10/future-marketing-trends/<br />Future Marketing Trends – By The Numbers<br />

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YouTube<br />70 million– videos (March 2008)<br />95.4 million – videos (May 2009)<br />thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/<br />49 Amazing Social Media, Web 2.0 And Internet Stats<br />& thefuturebuzz.com/2009/07/10/future-marketing-trends/<br />Future Marketing Trends – By The Numbers<br />

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Blogosphere<br />346 million– people read blogs (comScore March 2008)<br />900,000 - average number of blog posts in a 24 hour period<br />77% - active Internet users read blogs<br />thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/<br />49 Amazing Social Media, Web 2.0 And Internet Stats<br />

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1 trillion- unique URLs in Google’s index<br />thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/<br />49 Amazing Social Media, Web 2.0 And Internet Stats<br />

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Facebook<br />200 millionactive users<br />blog.facebook.com/blog.php?post=72353897130<br />

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Facebook<br />Facebook is the largest social networking site, passing MySpace in 2008<br />www.mashable.com<br />

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Facebook<br />Women older than 55 make up the fastest-growing age group on Facebook<br />cnn.com/2009/TECH/04/13/social.network.older/<br />

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Twitter stats<br />3 million- Tweets/day (March 2008)<br />Tuesday – most popular day<br />Wednesday – close 2nd popular day <br />techcrunch.com/2008/04/29/end-of-speculation-the-real-twitter-usage-numbers/<br />sysomos.com/insidetwitter/Inside Twitter An In-Depth Look Inside the Twitter World<br />

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Twitter stats<br />2.62 billion- number of Tweets as July 14, 2009 <br />Twitter is the fastest growing (752% increase in 2008!)<br />http://popacular.com/gigatweet/<br />www.mashable.com<br />

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What is the point?<br />http://www.flickr.com/photos/skipnclick/2945026921/<br />

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Go where the people are<br />flickr.com/photos/mcgarry/111003432/<br />

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Listen<br />flickr.com/photos/joyoflife/23724427/<br />

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Google Alerts <br />What is being said on the webgoogle.com/alerts<br />

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Know what people are saying search.twitter.com/<br />Twitter Searches<br />

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Connect & build relationships<br />

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Try Explore LearnParticipate by DOING<br />flickr.com/photos/aafromaa/3027002824/in/set-72157608631840641/<br />

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Define your goals <br />blog.k1v1n.com/2008/10/defining-freerange-enterprise.html<br />flickr.com/photos/tomoski/2688883653/ <br />

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Facebook’s strength <br />lies in its ability to help people connect and stay connected.<br />(www.iconspedia.com , Jeremy Roux)<br />

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Create an accountwww.facebook.com<br />Add friends (Must have friends to connect, converse, learn and have fun).<br />Search Facebook for high school and college peers and by location. <br />

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Facebook<br />

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Facebook lists<br />Divide friends into categories<br />

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Facebook privacy<br />Is a relatively “closed” network, BUT:<br />Adjust privacy settings.<br />Anything electronic is portable. (Nothing electronically is entirely private, i.e. copy and paste works for everyone).<br />

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Facebook pages and groups <br />Groups interaction or discussion (planning high school class reunion). <br />Pages usually for an organization. <br /> much like an individual’s account. <br />

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Facebook group<br />

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Facebook page<br />

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Facebook page<br />

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Facebook page<br />

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Facebook pages<br />Create as a stand-alone account and then assign administrators (who must have their own login accounts, i.e. individual accounts).<br />OR<br />Create from your individual account, making your account the page owner.<br />Do NOT let an employee create a page from their individual account without making more than one trusted, senior associate or owner an admin for that page. <br />

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Facebook pages<br />Those who follow a page are “fans”—not “friends”.<br />Page administrator does not see individuals’ updates, only what theycommenton your page updates or write on your wall.<br />Change settings for what areas of your page your fans can write on.<br />Promoteyour page to your friends, get others to share it, put a badge on your website, and/or buy paid ads in Facebook.<br />

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Example Facebook badge<br />

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Facebook advertisements<br />

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Facebook pages<br />Update to a page fairly frequently without annoying fans.<br />Page fans are most likely to be strong acquaintances, customers, and others with a strong feeling about your organization.<br />

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Twitter<br />Started in 2006. <br />Based on the architecture of SMS (text) messages.<br />Messages are 140 characters or less, generally visible by anyone.<br />Jack Dorsey, twitter founder (www.wikipedia.com)<br />

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Twitter<br />Updates public by default.<br />Play around and learn on your own.<br />Only a loose “network”. Those you “follow” don’t necessarily follow you back and vice versa.<br />

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What is the point?<br />http://www.flickr.com/photos/skipnclick/2945026921/<br />

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Twitter<br />Twitter is great for …<br />searching <br />listening<br />conversing <br />…to large groups of people you may not know in small sound bites. <br />(www.iconspedia.com , Jeremy Roux)<br />

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Twitter<br />Keep up with friends, customers, potential customers and news.<br />Learn.<br />Followconsumer brands and competitors.<br />Facilitatefeedback to brands, media and celebrities.<br />Ask questions.<br />Answer questions.<br />Converse in the small sound bites.<br />It’s fast!<br />

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Twitter search<br />Very fast – are close to real time.<br />Use twitter search to find out what people are “buzzing” about.<br />Trending topics shows the most popular keywords appearing in the Twitter timeline<br />Click on a keyword to get a refreshable timeline.<br />

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Create a Twitter account www.twitter.com<br />Account comes pre-populated with some others you’ll be following – feel free to unfollow any of those.<br />Make some updates before adding people.<br />

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Twitter<br />Those you follow will get a message that you are following them. And likely they will:<br />Look at your ratio of “followers” to “following”.<br />Read some of your posts.<br />Look at your biographical info.<br />Then decide whether to follow you or not.<br />Unlike Facebook, it’s acceptable to follow people you’ve never heard of. <br />

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Twitter<br />Following is notnecessarily reciprocal.<br />Don’t be offended and don’t feel obligated.<br />Avoid spam/”robot” twitter accounts by not following them and block them. <br />My personal rule of thumb, I don’t block anyone who seems like a real person – what’s the point? (but “to each his own”)<br />

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Twitter<br />Twitter is very open.<br />Don’t post anything sensitive at all. <br />Anyone in the world can read it; searches will find your messages.<br />

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Twitter<br />Set up an organizational account like an individual account. <br />There are no “admin” account settings; use a company e-mail or a free web account, not an employee’s personal account.<br />

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Twitter<br />#tags facilitate search. <br />

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Twitter @ replies <br />Indicate a reply or a reference to someone.<br />Create a sort of “conversation”.<br />

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Twitter @ replies <br />Make your message show up in a special kind of search by user. <br />Creates a sort of ‘conversation”.<br />

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Twitter @ replies <br />Make your message show up in a special kind of search by user. <br />Creates a sort of ‘conversation”<br />

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Twitter direct messages<br />Are private (still electronic). <br />Must be following each other to send them.<br />

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Example of effective use<br />

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Example of effective use<br />

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Example of effective use<br />

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Example of effective use<br />

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Example of spam account<br />

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Twitter applications<br />Use different applications to keep the flow in small bits through out day and on different devices. <br />Send and receive SMS (text messages).<br />iPhone and other mobile phone apps<br />uberTwitter<br />Tiny Twitter<br />Tweetie<br />Mobile browser version<br />

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3rd Party desktop applications<br />Tweetdeck<br />Twhirl<br />Tweetie<br />(There are many and more keep getting developed so this list will change).<br />

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Twitter tips for business<br />Push Twitter updates to Page or Status updates<br />

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Integration of communities<br />Twitter Facebook LinkedIn<br />

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Local Twitter examples<br />Sandy Toomers<br />twitter.com/toomerscoffee<br />Heath Cates<br />twitter.com/heathcates<br />

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Other considerations<br />Example your web page.<br />Do you offer ways for people to keep up with information about products and services?<br />Do you have ways for customers to comment?<br />Is your web information mobile accessible?<br />Look for other groups, forums, social networks that are being used by your customers.<br />

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Collaborate smarter<br />

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Sharing<br />

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Blogs & Microblogs<br />

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Podcasts<br />flickr.com/jschneid<br />

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Instant Messaging<br />

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Feed (RSS) Readers<br />

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Texting<br />flickr.com/jswaby<br />

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What is the point?<br />http://www.flickr.com/photos/skipnclick/2945026921/<br />

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Choose the right tool.<br />flickr.com/photos/geishaboy500/100043823/<br />

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Google me <br />Anne Adrian<br />blog.anneadrian.com<br />aadrian@auburn.edu<br />Twitter: aafromaa<br />delicious: aafromaa<br />AIM: aafromaa<br />Slideshare: aafromaa<br />Flickr: aafromaa<br />YouTube: aafromaa<br />

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Resources<br />Social Media Marketing Guide. How To Use Twitter, Facebook, YouTube And MySpace To Grow Your Internet Marketing Business<br />small-business-articles.com/social-media-marketing-guide-how-to-use-twitter-facebook-youtube-and-myspace-to-grow-your-internet-marketing-business/<br />Ohio Farm Bureau Social Media Guide ofbf.org/uploads/social-media-guide.pdf<br />10 Privacy Settings Every Facebook User Should Know<br />http://www.allfacebook.com/2009/02/facebook-privacy/<br />

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Resources<br />How to Use Twitter for Business flyte.biz/resources/newsletters/08/06-twitter-for-business.php<br />Twitter Guide: How to, Tips, and Instructions mashable.com/guidebook/twitter/<br />Deciding who to follow in Twitter (and Friendfeed) and who to friend in Facebook<br />blog.anneadrian.com/2009/07/decide-who-to-follow-in-twitter-and.html <br />

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Resources<br />RSS in Plain English, a video introduction to using news readers from Common Craft commoncraft.com/rss_plain_english<br />Use a newsreaderblog.anneadrian.com/2007/05/how-to-use-news-reader.html<br />

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Resources<br />Clay Shirky &quot;It&apos;s not information overload. It&apos;s filter failure&quot; at Web 2.0 Expo NY web2expo.blip.tv/file/1277460/<br />Not information overload--filter failure blog.anneadrian.com/2008/10/not-information-overload-filter-failure.html<br />Misconception about web technologies blog.anneadrian.com/2009/06/misconception-about-web-technologies_26.html <br />

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Resources<br />Engaging Communities on their on Turf: Secrets of Social networkers hconnect.extension.iastate.edu/p79426457/<br />Feeding FrenzyeXtension 30-Minute recording by Beth Raney, connect.extension.iastate.edu/p51525211/<br />Beginner’s Guide to Social Media in Extension<br />collaborate.extension.org/wiki/Beginners_Guide_to_Social_Media_in_Extension<br />

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Resources<br />Poscente, Vince. The Age of Speed.<br />Aral, Sinan and Van Alstyne, Marshall W., &quot;Network Structure & Information Advantage: Structural Determinants of Access to Novel Information and Their Performance Implications&quot; (January 18, 2007). Available at SSRN: ssrn.com/abstract=958158<br />Hampton, K. (2002). Place-based and IT mediated “community.” Planning Theory and Practice, 3(2), 228-23.<br />Hampton, K. & Wellman, B. (2003). Neighboring in Netville: How the Internet supports community and social capital in a wired suburb. City and Community, 2(4), 277-311. <br />Ellison, N. B. Steinfield, C., and Lampe, C. (2007). The benefits of Facebook “friends”: Social capital and college students’ use of online social network sites. Journal of Computer Mediation Communication, 12(4), Article 1. <br />

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Introduction to Using Social Media in Small BusinessJuly 15, 2009<br />Anne Mims Adrian, PhD<br />Alabama Cooperative Extension System at Auburn University<br />aadrian@auburn.edu<br />blog.anneadrian.com<br />This work is licensed under the Creative Commons Attribution-Noncommercial 3.0 United States License. To view a copy of this license, visit creativecommons.org/licenses/by-nc/3.0/us/or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.<br />