Assistant Professor Dr. Cliff Lampe of the Michigan State University Department of Telecommunication, Information Studies, and Media shares his recommendations for how to manage your social media brand with attendees of Spartan Insight, a speaker series put on by the MSU Alumni Club of Mid-Michigan and the College of Communication Arts and Sciences at MSU.

1. Cliff Lampe
Department of
Telecommunication, Marketing Yourself
Information Studies and Media
through Social Media
Michigan State University
lampecli@msu.edu
September 22, 2009

2. Cliff Lampe
• Assistant professor
– Telecommunication,
Information Studies, and
Media
• Social Software
Researcher
– Facebook
– Wikipedia
– Other nerdy stuff
Cliff Lampe - lampecli@msu.edu
Student Athlete Use of Facebook

3. Social Media

4. Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

5. Social Media
• Social Network Sites
• Blogs
• Wikis
• Use-generated content sites (Flickr,
YouTube)
• Basically, user provided content and direct
interaction
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

6. Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

7. Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

8. Social Network Sites

9. Nerdy definition
• A profile
• A friends list
• The ability to traverse the friends list
• Bundles of applications
Cliff Lampe - lampecli@msu.edu

12. Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

13. Types of SNS uses
• Social communication
– Facebook, MySpace, Bebo, SkyRock
• Business solutions
– Beehive, LinkedIn
• Content creation
– Flickr, Fotolog, Last.fm
• Mobilization
– Mybarackobama, care2give, modestneeds
• Cultural affinity
– Blackplanet, migente, asianavenue
• Interest affinity
– MyChurch, Couchsurfing, librarything
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

14. Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

15. The usual suspects

16. Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

17. Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

18. Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

19. Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

20. Unusual Suspects

21. Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

22. Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

23. Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

24. Common Concerns

27. Common Concerns
• I don’t want people to know that much about me.
– Depends on your strategy for using social media
– Managing your presence
• I don’t want to be “friends” with the 5th grade
bully…
– So don’t, or do.
• I don’t want my co-workers to see the same thing
as my family members.
– Multiple strategies here.
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

28. BE AWARE OF YOUR
AUDIENCE!

29. HR uses of social media

30. http://www.emarketer.com/Article.aspx?R=1007268
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

31. Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

32. Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

33. Managing your brand
6. Start a group or page
1. Know your audience
7. Join or start an event
2. Decide on your
in your area
branding strategy
8. Import contacts and
3. Use privacy settings
grow your network
4. Fill out your profile
9. Link to your other
completely
social media homes
5. Update your status
10.Feed your social
networks
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

34. Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

35. Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

36. Resources to learn more

37. Mashable
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

38. Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

39. http://soshable.com/
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

40. Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

41. Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

42. Ole Dr. Lampe’s rules of updating
• Be informative
– No one cares what you had for breakfast. Well, unless it was
really good.
• Use moderation
– not too much or too little posting
• Be Carnegie
– Never criticize, condemn, or complain (or boast) OK, a little of all
of that is fine…
• Use humor
– Being interesting helps people believe you’re informative
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

43. Ole Dr. Lampe’s rules for presence
• Have a website
– Preferably yourname.org
• You have to speculate to accumulate
– Be generous to others. Attribute.
• Establish your goals
– What do you hope to get out of social media?
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media

44. (Some) SNS Research @ CAS
• Ellison, N., Lampe, C., & Steinfield, C. (2009). Social Network Sites
and Society: Current Trends and Future Possibilities. Interactions
Magazine (16) 1.
• Steinfield, C., Ellison, N. & Lampe, C. (2008). Social capital, self-
esteem, and use of online social network sites: A longitudinal
analysis. Journal of Applied Developmental Psychology 29 (6).
• Lampe, C., Ellison, N., & Steinfield, C. (2008). Changes in Use and
Perception of Facebook. In Proceedings of the 2008 Conference on
Computer-Supported Cooperative Work (CSCW 2008).
• Ellison, N. Steinfield, C. & Lampe, C. (2007). The benefits of
Facebook 'friends': Exploring the relationship between college
students' use of online social networks and social capital. In Journal
of Computer-Mediated Communication 12 (3).

45. THANKS!
• Mad love to…
– Nicole Ellison and Chip Steinfield
– The Online Interactions Lab
– Tor Bjornrud, Chris Hamrick, Chandan Sarkar, Jessica
Vitak, Yvette Wohn
Cliff Lampe - lampecli@msu.edu
Marketing Yourself through Social Media