te workshop

Strategic Social Media Workshop

Adjunct Professor Liz Borod Wright

lizborod@gmail.com; @Travelogged

Wish This Was You?

The New Yorker, Feb 11, 2008

Are YOU on Social Media?

Are YOU one of 284 million active

users on Twitter?

Why Should YOU be on Twitter?

• Make connections and meet people: “Facebook is to connect with the people with whom you went to college, Twitter is to connect with the people with whom you WISH you went to college.”

• Promote your work

• Build your personal brand and show your expertise

• Keep up with the news

Famous Tweets

First tweet by the Twitter founder! Was your first tweet more exciting than that?

The Queen’s First Tweet

Did You Dress Up for Your First Tweet?

And Did Anyone Give You Flowers?

Famous Tweets

The most retweeted tweet of all time…

Famous Tweets

Previously the most retweeted tweet of all time…

Famous Tweets

Quick thinking during Super Bowl 2013 made Oreo one of the Twitter winners that night.

Famous Tweets

Famous Tweets

“Don’t wait until the plane has landed in the Hudson to figure out Twitter!” -- Sree

Famous Tweets

Facebook recently acquired Acton’s Whatsapp for $19 Billion.

Activist Tweeting: #JeSuisCharlie

Activist Tweeting: #WhyIStayed

Activist Tweeting: #WhyIStayed

Anatomy of a Tweet• Maximum of 140 characters, which can

include @usernames, links, #hashtags and up to 4 photos (new!)

• All elements use up characters

• Ideal length is 100-120 characters

Anatomy of a Tweet: User Names

• @usernames are clickable – gives the reader more info

• So it shows up in notifications

• Double-check that the names are correct

Anatomy of a Tweet: Links

• Twitter shortens your link to 22 characters

• For a shorter link (13 characters) and to see how many clicks your link gets, use Bit.ly, a free metrics tool that gives you incredible information

A Look at Bit.ly

Anatomy of a Tweet: Hashtags

• Hashtags originated on Twitter (now on Facebook, Instagram, Pinterest)

• A hashtag is a clickable, searchable term; Gives your tweet a wide audience

• Can only be tracked through third parties for now

• Do “market research”: a quick search to see which ones are the most popular

• No more than 3 hashtags per tweet

• You can also try Ritetag.com – free trial

Anatomy of a Tweet: PhotosYou can now add up to 4 photos, and even tag users! The number of photos doesn’t affect the character count.

Don’t want your photos to get cropped in the Twitter stream? Crop them yourself using a 2:1 ratio.

RT: Retweets• Retweeting is the currency of Twitter!

• Use the Retweet button or cut & paste so you can add a comment

• There’s also “Favoriting” the star, but that’s more like bookmarking. You really want to retweet and be retweeted…

• Look at how many RTs those “famous tweets” got!

MT: Modified Tweets • Need to change the text when you RT? Use MT

(modified tweet)

Wondering what to tweet?

The Twitter Profile

Your Twitter Profile: 2 Names

• Username, aka Twitter handle: max 15 characters.

• “Real Name”: max 20 characters.

Your Twitter Profile: 2 Names• Your Twitter handle is important for personal

branding…

• You are allowed to change both at any time (announce it to your followers so they don’t get confused and unfollow you)

Your Twitter Profile: 2 Photos

• Profile Photo: Should be a recognizable headshot

• Header Photo: 500 by 1500px

Your Twitter Bio

• 160 characters (not including link at the end)

• Can contain links, hashtags and @usernames

• Should indicate what you’ll be tweeting about

Your Twitter Bio

• Tweak your bio frequently -- let it evolve with you

• Check out these bios: @Sree, @wordwhacker, @jeffbercovici, @KMSieminski, @KristaCanfield, @earthxplorer

• Whose bios do you like?

• How can you optimize your own bio?

Understanding Direct Messages

Source: Meg Pickard, https://www.flickr.com/photos/meg/5757742705/

Free Twitter Analytics

• When you’re logged into Twitter.com, go to http://analytics.twitter.com/

• Much of this info is available just by looking at your Twitter feed, but the presentation is nice

• You can also buy ads from here… Twitter is hoping that seeing these analytics will disappoint you enough to pay for better results!

Free Twitter Analytics

Grow Your Twitter Following

8 Reasons Why People Aren’t Following

You Back on Twitter

1. You don’t have a profile photo.

2. You don’t have a bio.

Article by Liz Borod Wright, appeared in Mashable, http://mashable.com/2012/03/16/gain-twitter-followers/

8 Reasons Why People Aren’t Following

You Back on Twitter

3. There is some polarizing aspect to your bio.

Article by Liz Borod Wright, appeared in Mashable, http://mashable.com/2012/03/16/gain-twitter-followers/

8 Reasons Why People Aren’t Following

You Back on Twitter

4. Your tweets are protected

Article by Liz Borod Wright, appeared in Mashable, http://mashable.com/2012/03/16/gain-twitter-followers/

8 Reasons Why People Aren’t Following

You Back on Twitter

5. You tweet too little.

It looks like your account isn’t very active and not worth following.

Article by Liz Borod Wright, appeared in Mashable, http://mashable.com/2012/03/16/gain-twitter-followers/

8 Reasons Why People Aren’t Following

You Back on Twitter

6. You tweet too much.

Article by Liz Borod Wright, appeared in Mashable, http://mashable.com/2012/03/16/gain-twitter-followers/

8 Reasons Why People Aren’t Following

You Back on Twitter7. You broadcast but you rarely engage.

Article by Liz Borod Wright, appeared in Mashable, http://mashable.com/2012/03/16/gain-twitter-followers/

8 Reasons Why People Aren’t Following

You Back on Twitter

8. It’s not you, it’s me.

Article by Liz Borod Wright, appeared in Mashable, http://mashable.com/2012/03/16/gain-twitter-followers/

Should You Follow People Just to Get Them to Follow You Back?

Should You Follow Back Everyone Who Follows You?

You Don’t Want to End Up With an Even Ratio

• Don’t feel obligated to follow everyone back – some may unfollow you if you don’t follow them back, but that’s OK.

But Don’t Get Obsessed With the 1:10 Ratio

• Many strive for the golden 1:10 ratio (follow one person for every 10 who follow you) either.

• Just do what feels right to you!

8 Ways to Get More Twitter Followers

1. Join in a conversation or start one. ENGAGE

• Reply to tweets

• Ask and answer questions

• Think of Twitter as one big cocktail party, you have to talk to people to have a good time.

8 Ways to Get More Twitter Followers

2. Participate in a Twitter Chat: a scheduled conversation run by a moderator, organized around a hashtag.

List of Twitter Chats:http://tweetreports.com/twitter-chat-schedule/http://bit.ly/1ipfFyd

Check out Tweetchat.com, a tool that makes, or just follow the chat’s hashtag if you’re using Twitter.com

8 Ways to Get More Twitter Followers

3. Retweet generously – people will follow a retweeter as a thank you. Do a manual retweetbecause it’s easier to see in the notifications than an automatic retweet (if a lot of people retweet it).

8 Ways to Get More Twitter Followers

4. Tweet regularly!

• Tweet at least twice a day

• Aim for 5-8 original tweets per day

• Too busy? Schedule tweets using Hootsuite.com (or any number or social media programs).

• But don’t be too busy to check to see if anyone responded to your tweets! Make sure to keep up the engagement.

8 Ways to Get More Twitter Followers

5. Be focused. Establish yourself as an expert or a pointer/curator for 1-3 subjects.

8 Ways to Get More Twitter Followers

6. Use appropriate, popular hashtags so that more people see your tweets. It’s a great way to be discovered by people who aren’t following you but who are interested in that subject.

8 Ways to Get More Twitter Followers

7. Make good Twitter lists. When people see that you added them to the list, they may follow you or follow your list.

8 Ways to Get More Twitter Followers

8. Be patient… It can take a while to grow a substantial following organically.

Should You Have a Facebook Page for Your Business?

Yes! Facebook is the new phonebook!

Want More Fans/Likes For Your Facebook Page?

Facebook: Pay for Play

• Facebook wants you to pay to get more fans. They want you to take out ads for your page.

• THEN Facebook wants you to pay to have those fans see your content. If you don’t pay, then each post is only show to approximately 3% of your fans. When your fans like, share or comment on a post, then these actions may show up in their friends’ newsfeeds – that is the only way to increase visibility for free.

5 Ways to Get Facebook Fans for Free

1. Invite your friends to like your page.

5 Ways to Get Facebook Fans for Free

2. Add friends as an admins and ask them to invite their friends to like your page.

5 Ways to Get Facebook Fans for Free3. Include a call to action in your Facebook post. If your fans do it, then it will show up in their friends’ feeds and they might like your page.

5 Ways to Get Facebook Fans for Free4. Share pages that are similar to yours – and make sure you tag them. Their readers may see it and come check out your page too.

5 Ways to Get Facebook Fans for Free5. Use timely hashtags. People who are searching for them will see your post and perhaps like your page.

No More “Like” Contests

It is now against Facebook rules to ask people to like your Facebook page as part of a contest entry.

Looking to

increase your

reach?

Facebook

wants you to

pay to “boost.”

For Profiles,

“Promote” is

the

equivalent of

Boost

Create an Ad Instead of Choosing Boost• Boost is

quick and easy, but you’ll have better results if you create an ad because you can target your audience. Facebook has an amazing capacity for targeting.

• Note: Boosted posts are labeled as “Sponsored”

Sponsored Post vs. Sponsored Story

• Sponsored stories are a type of ad that shows people's interactions (likes, shares, and comments, postings) with a Page, app or event to their friends. The “story” is this action.

• A sponsored post is just the post (often called a “suggested post”).

Sponsored Post

Sponsored Story

• Instagram is a natural home for all of those iPhone photos you snap…

• But stay true to your brand!• An excellent outlet for photos that won’t make

publication elsewhere: Behind the scenes• There’s a lot of engagement on Instagram – lots of

liking and commenting• Get visual industry news: follow people in your

beat/space and you’ll see the latest updates

• Growing your audience can be slow, despite the good engagement with your existing followers

• Limited platform with poor search function – really all about the hashtags. So research your hashtags, become aware of campaigns, just like you should for Twitter

• Speaking of Twitter, they don’t play nicely together and the photos don’t show up in the newsfeed, just a link. So don’t share directly to Twitter, just attach the photos to the tweet. [For video, use VINE.]

• No hotlinks – if you put in a link to a story in the caption, it won’t work.

: Why It’s Not So Good (But Still Worth It)

6 Good Ways to Get More Followers on Instagram

1. Use the right hashtags; be strategic and don’t use too many!

6 Good Ways to Get More Followers on Instagram

2. Get Creative…

6 Good Ways to Get More Followers on Instagram

3. But be predictable.. Stay in your niche.

6 Good Ways to Get More Followers on Instagram

4. Very Predictable! Try to post at the same time every day once you build up an audience.

6 Good Ways to Get More Followers on Instagram

5. Engage with people in your niche. Leave comments and hopefully they will look at your account and follow you back.

6 Good Ways to Get More Followers on Instagram

6. Use the geolocation feature “photo map” when you share your photos so they’ll show up when someone looks at a location.

4 Bad Ways to Get More Followers on Instagram

1. Buy Them… This is very bad!

4 Bad Ways to Get More Followers on Instagram

2. Follow people and then comment #followback… Or even worst post Follow Back images on your feed.

4 Bad Ways to Get More Followers on Instagram

3. Use 30 hashtags with the hope of anyone finding your post. I’ve been guilty of this!

4 Bad Ways to Get More Followers on Instagram

4. Tagging people in photos where they don’t belong to get their attention. I’ve been a victim of this.

Instagram Analytics

Use Iconosquare.com for free analytics. It will give you a snapshot of your post popular posts with likes/comments stats.

Pinterest Stress?

Pinterest

One of the newer social platforms, Pinterest is a curation tool that lets you pin content from around the web to virtual boards.

Show Off Your Curatorial Skills

• Ideal for anyone in a visual field to show off his/her aesthetics through various boards

• Show off your expertise by what you curate and how you choose to curate

• You can create a board about anything!

Show Off Your Own Work

Getting Story Ideas on Pinterest

Wondering what’s HOT on Pinterest? See recent pins that are getting a lot of likes:

http://www.pinterest.com/popular/

Getting Story Ideas on Pinterest

Wondering what’s HOT on Pinterest? See recent pins that are getting a lot of likes:

http://www.pinterest.com/popular/

Pinterest ImagesPinterest has had a huge impact on how brands, news orgs and blogs create images. In hopes of being pinned, many will add text because those do better on Pinterest.

Pinterest Images

Images with text are very popular on Pinterest

Pinterest Profile

If you have your own website, you should create a “Business Profile” so you can:

1. get verified (red checkmark)

Pinterest Profile

If you have your own website, you should create “Business Profiles” so you can:

2. get analytics

Pinterest ProfileIf you have your own website you should create “Business Profiles” so you can:3. Have “rich pins.” Rich pins for articles include headline, author and story description. There are other types of rich pins for other kinds of media.

Pinterest Profile

How to create a Business Profile?

http://pinterest.com/business/create/

Verifying your website is important to access the full features of a business account. You must have your own domain name (i.e. www.blog.com) and the ability to either upload an HTML file or add a metatag. Call your host company and have them walk you through it!

Learn More About Pinterest…

…On Twitter, of course!