This document provides a summary of an event on building an effective social network. It discusses the top social networks like Facebook, Twitter, LinkedIn and YouTube. It outlines how to use social networks on behalf of an organization, focusing on specific goals and monitoring what people say. It also discusses managing content, distinguishing between professional and personal use, and provides recommendations for further resources.

1. Building an
Effective Social Network
by Connie Crosby, Crosby Group Consulting
for IAAP Toronto, February 1, 2012

2. Agenda
Introduction to Social Networking
Networking on behalf of your organization
Professional versus Personal
More to get you started

3. Introduction to
Social Networking

4. Overview

5. Facebook
more than 500 million active users
(almost 700 million according to Inside Facebook)
50% log in on any given day
Canada: 16.8 million users
Sources: Facebook, August 2011
and Inside Facebook, June 12, 2011
5

6. Twitter
Over 200 million users (100 million “active” users)
200 million messages (“tweets”) sent per day
13.7% of Canadians are active users
Sources: Twitter, June & September 2011
and Digital Journal, December 2010
6

7. LinkedIn
“world largest professional network”
more than 120 million members
Canada: 4 million members
Source: LinkedIn, August 2011
7

8. YouTube
Canada: 17.6 million active users
71% of Canadian Internet users versus 55% of US
Internet users
2 billion videos viewed by Canadians in Nov. 2010
Source: comScore, January 2011
8

9. Google Plus
launched end of June 2011 in closed beta
open beta in September 2011
reached 20 million users after 3 weeks;
67 million by November 2011
over 800k Canadian users after 3 weeks
(now 2 million+?)
Sources: comScore, July & Dec 2011,
Google Plus blog
9

10. Use in Canada
(millions of users active in the past month)
20
15
10
5
Google+
LinkedIn 0
Twitter
Facebook
YouTube
Note: data from various sources
10

11. Blogs: news, corporate, industry

12. Flickr (photographs)
12

13. Wikis
13

14. RSS (feeds)
14

15. RSS feeds
15

16. RSS feeds

17. Google Reader
- add RSS feeds for on-going monitoring

18. Social media affects all aspects of society.

19. Governments subverted
Business not as usual
Consumers become creators

20. journalism
20

21. social
revolution
21

22. social
responsibility
22

23. Social networking on
behalf of your organization

24. Social media plays a role in:
Communications, Marketing, PR
Sales
Digital and mobile strategies
Advocacy, awareness, and fundraising
HR (recruitment, hiring, staff retention)

25. and in:
Information delivery and information management
Knowledge management
Technology
others?

26. Focus on specific goals

27. What are they saying
about you?

28. set up a
“listening station”

29. Selected “listening” tools (free)
Google Alerts - http://www.google.com/alerts
Twitter search - http://search.twitter.com
Google Reader & RSS feeds - http://www.google.com/reader
Social Mention media alerts - http://www.socialmention.com
Ice Rocket - http://www.icerocket.com

30. Selected “listening” tools (paid)
Radian6 - http://www.radian6.com
Sysomos - http://www.sysomos.com
Alterian SM2 - http://www.alterian.com/socialmedia
Wildfire - http://www.wildfireapp.com
Crimson Hexagon - http://www.crimsonhexagon.com

31. track what they are
saying about you &
your industry

32. encourage
establishment of
policies & procedures

33. Social Media PolicyTool
http://socialmedia.policytool.net

34. notify someone if
you see a problem

35. Content is king

36. 3 types of content:
1. Internal sources
(marketing, brand, informational)
2. “Earned” content
(customer testimonials, comments)
3. Paid media
(external sources e.g. advertising)

37. Fresh, relevant content
Attracts an audience
Gives you “Google juice”
Takes time to bring in eyeballs (that, or money!)
- C.C. Chapman
Content marketing: “delivering the right thing in the right
place at the right time” - Maggie Fox, Social Media Group

38. Content needs:
sourcing content and writers/creators
managing the editorial calendar
editing content for the web

39. Professional Personal

40. Key considerations:
think about your personal boundaries/ethics
protect your personal identity
respect your family’s and friends’ privacy
you represent your organization even off-duty and in social
networks
“Don’t do anything stupid”
Policies and procedures help protect you

41. More
to get you started

42. photo: Eva Blue
http://www.flickr.com/photos/evablue/4982314424/
Six Pixels of Separation
by Mitch Joel

43. Content Rules
by Ann Handley & C.C. Chapman

44. Open Leadership
by Charlene Li

45. Macrowikinomics
by Don Tapscott & Anthony D. Williams

46. The Social Organization
by Anthony J. Bradley & Mark P. McDonald

47. Crush It!
by Gary Vaynerchuk

48. Effective Blogging for Libraries
by Connie Crosby

49. More Resources
“How to set up the ultimate listening station using Google Reader,” by Colin Alsheimer
(Jan 19, 2010) - http://www.colinalsheimer.com/google-reader-listening-station
“Meet the Chief Listening Officer,” by Neville Hobson (August 30, 2010) -
http://www.nevillehobson.com/2010/08/30/meet-the-chief-listening-officer/
“The Framework and Matrix: The Five Ways Companies Organize for Social Media,” by
Jeremiah Owyang (April 15, 2010) - http://www.web-strategist.com/blog/2010/04/15/framework-and-
matrix-the-five-ways-companies-organize-for-social-business/
Social Media Group blog - http://socialmediagroup.com/blog/
Six Pixels of Separation blog by Mitch Joel of Twist Image - http://www.twistimage.com/
blog/
Chris Brogan - http://chrisbrogan.com

50. Thank you!
Connie Crosby
Crosby Group Consulting
http://crosbygroup.ca
connie@crosbygroup.ca
416-919-6719
@conniecrosby
@crosbygroup
50

51. Image Credits (1/2)
Apollo 11 Mission Image - Earth view over Central and North America, 1969, from NASA
on The Commons. No known copyright restrictions -
http://www.flickr.com/photos/nasacommons/5052744574/in/set-72157625096855580
Aqua Theater Audience, 1955 from Seattle Municipal Archives, made available under
Creative Commons license - http://www.flickr.com/photos/seattlemunicipalarchives/3097689953/
Photo of Jay Moonah at PodCamp Montreal 2008 be Eva Blue, made available under
Creative Commons - http://www.flickr.com/photos/evablue/2875304911/
Downtown Toronto cityscape by Lars Plougman, made available under Creative
Commons license - http://www.flickr.com/photos/criminalintent/2535046172/
Photo from Tarhir Square, Cairo, Egypt by Mathieu Baudier, made available under
Creative Commons license - http://www.flickr.com/photos/mbaudier/6097699347/
Screen shot from Maria Aragon’s “Born This Way” on YouTube - http://youtu.be/xG0wi1m-89o

52. Image Credits (2/2)
Telephone Operators, 1952, from Seattle Municipal Archives, made available under
Creative Commons license - http://www.flickr.com/photos/seattlemunicipalarchives/2680257100/
Miners and their families gather to talk, The U.S. National Archives. No known copyright
restrictions - http://www.flickr.com/photos/usnationalarchives/3906450209/
Sharon Conway bookbinding in Document Preservation, The U.S. National Archives. No
known copyright restrictions - http://www.flickr.com/photos/usnationalarchives/3873936047/
Donlands Fire by Danielle Scott, made available under Creative Commons license -
http://www.flickr.com/photos/danielle_scott/4769830818/
Image of Mitch Joel by Eva Blue, made available under Creative Commons license -
http://www.flickr.com/photos/evablue/4982314424/