Barbara Thomas | versoe.ca | Feb 2016

Social media etiquette: or, can I say f*ck on twitter?

What this workshop covers…

• “Social media” covers a lot of ground• Doing it wrong• Doing it right • The future of social media?

Etiquette = customary code of accepted behavior among members of a particular group

Online, etiquette = reputation management

“SOCIAL MEDIA” COVERS A LOT OF GROUND

Our “digital debris” lives in these places

The Network

Effectandthe

SocialGraph

A broadcast network

A “Tight crowd” network community

DOING IT WRONG

Well, obviously….

Not a good idea if you are a teacher….fired.

Didn’t even get to start the job

Looked for drug dealer on twitter [cops replied]

http://globalnews.ca/news/778288/york-regional-police-reply-to-twitter-pot-plea/

Mixed up personal & work accounts – got fired

Senior Director of Corporate Communications at IAC (2013) made “joke” – trended worldwide - got fired

“I thought there was no way that anyone could possibly think it was literal.“ Justine Sacco

#HasJustineLandedYet

How to lose a modeling contract with L’Oreal

http://www.businessinsider.com/loreal-fires-model-axelle-despiegelaere-after-hunting-photo-2014-7

Try to avoid including porn in customer service tweets (unless you work for PornHub I suppose)

“US Airways apologized for an extremely graphic photo that it shared earlier today, depicting a naked woman in a sexual position with a toy plane.”

Make sure your celebrity endorser is still alive

DOING IT RIGHT

First find out what your reputation actually is

• Google your name in “quotation marks” - use a clean browser (or Incognito mode)

• Persistent online reputation even with anon accounts and pseudonym

• Try Google reverse image search using photographs from your social media presence

Get discovered for the right reasons

• Do some serious thinking about how you want to portray the professional side of your life

• Optimize your digital footprint for the key words you want to be associated with (search engine optimization)

• Use those terms in your professional social media profiles

• Use separate social media accounts for personal and professional purposes

• Use a separate email address for personal and professional purposes

Social

media

influenc

e (self actualization

)

Social media engagement

(esteem)

Community & connection (belonging)

Online reputation (safety)

Social media presence (survival)

Maslow meets social media

What’s your niche?

finance

video gamesfashion

social media marketing

What’s your brand?

Political Science Prof, UWaterloo. Constitutional Law, Public Policy & Canadian Politics

https://youtu.be/c6w0mwf6x7w

What’s your brand?

Craft your social media presence

Content creation Cross promotionChoose your

channels

Cultivating relationshipsCreating relationships

Consistency Collaboration

https://youtu.be/eRMVA1FICUw

Choose your channels

Don’t forget to get a domain name of your own as well

Content creation• Create your own: long-

form and short form blog posts, long-form and short form video, images etc

• Be a trusted curator - select and distribute other people’s content

• Keep it on your own web site as well as on third-party sites

Consistency

• Topic “buckets”• Tone• Unique “voice” and brand• Timing• Frequency• Cross-posting

Creating and cultivating relationships

• Have a follow strategy• Use twitter lists to help

you find new people• Join LinkedIn groups• Use twitter chats to

help grow your professional network

• Comment, like, share• Use (relevant) hashtags

Collaboration & Cross promotion

• Find people who are working in complementary areas and who have complementary personal brands

• Create new content together• Cross promote – pay it forward

THE FUTURE OF SOCIAL MEDIA?

Close ties become more valuable than loose ties

Increasing concern about privacy

Ad blockers close off the revenue taps

According to PageFair and Adobe, the economic cost of ad blocking—in terms of global lost ad revenue—will top $21 billion in 2015 (total ad revenue in 2015 was $600 billion) and will nearly double again in 2016.

Social VR – beyond immersion to “presence”

Join my network…

web: versoe.ca

twitter: @versoe

linkedin: https://ca.linkedin.com/in/barthomas