technology administrator :// · 2020. 1. 23. · rihanna twitter followers: 23.8 million facebook...
TRANSCRIPT
Jason Brazier
Technology Administrator
Minnesota Literacy Council
http://www.mnliteracy.org
What is social media ?
Per Wikipedia : Social media employ web- and mobile-based technologies to support
interactive dialogue and “introduce substantial and pervasive changes to communication
between organizations, communities, and individuals.” Social media are social software which
mediate human communication. When the technologies are in place, social media is
ubiquitously accessible, and enabled by scalable techniques.
YIKES! – How about; Social media are technologies used to communicate and interact with each
other.
Types of social media include:
Collaborative projects (Wikipedia), Blogs and microblogs (wordpress, Twitter), Content communities (YouTube), Social networking sites (Facebook, MySpace), Virtual game worlds (Call of Duty, Farmville) Virtual social worlds (Second Life)
Technologies include: Blogs Picture-sharing (Facebook,Photobucket, Flicker, Instagram) vidoes (YouTube) wall-postings, (Facebook, discussion boards) email, (constant contact) instant messaging, (Twitter) music-sharing, crowdsourcing
and voice over IP, to name a few. Many of these social media services can be integrated via social network aggregation platforms. Social media network websites include sites like Facebook, Twitter, Bebo and MySpace.
Which celebrities excel at social media? (Forbes Magazine)
Name Twitter Facebook
Rihanna
Twitter followers: 23.8 million Facebook fans: 59.6 million (mostly re-posts of what she tweets)
Lady Gaga
Twitter followers: 28 million (most popular on twitter)
Facebook fans: 53 million
Eminem
Twitter followers: 11.9 million Facebook fans: 60.3 million (most Facebook fans – uses twitter for promotional use)
Justin Bieber
Twitter followers: 26 million (uses Twitter for personal conversations and updates)
Facebook fans: 45.8 million (uses Facebook for promotions)
Katy Perry
Twitter followers: 24.5 million Facebook fans: 45.7 million (uses Facebook for promotional side)
Taylor Swift
Twitter followers: 17 million Facebook fans: 33.6 million (uses Facebook for promotional items)
Notice: Facebook numbers are bigger for everyone, but Facebook has been around longer and there is no
effort to being a “fan”. Twitter requires a more active role from the person tweeting. To be followed on
Twitter in a “meaningful way” you have to post 5-10 times a day and the majority of those are re-
tweeting what other say so it is not just about shameless promotion. The stars have both but focus on
using one or the other. Also notice that no one has the highest number of both. Finally, notice that the
top users are young and work in the music industry. Demographics are important.
Which is the best ?
I didn’t find any of the above on LinkedIn though Forbes has LinkedIn as one of fast growing sites for
the last 3 years in row.
Who is king of LinkedIn? Google searches seem to indicate Ron Bates , Managing Principle for the
Executive Advantage Group list that he has 43,000+ direct contacts. Hard to verify because LinkedIn
shows only 500+ said to have a 30,000 contact limit.
Trend: People go to Facebook for the pictures. Younger people are bypassing Facebook, tweeting and
using Instagram instead. – Chris Sacca of Lowercase Capital
So, what works in Social Media?
Pictures of kittens.
If; your goal is communicate with people who like kittens.
What are your goals? Using social media is not a goal in itself unless your goal is to learn social media.
Goal #1.
Goal #2.
Goal #3.
THE BORING IMPORTANT Questions You Need to Answer
Who is your target audience? HINT: “Everyone” is the wrong answer.
Audience for Goal #1.
Audience for Goal #2.
Audience for Goal #3.
Most of the new Minnesota Literacy Council’s new students come from word of mouth not Facebook,
and most of our donors and board members do use Twitter.
So, why is social media the right way to achieve this goal?
1.
2.
3.
Which social media platform do you think will be best to reach your goal?
HINT_ ASK YOUR TARGET AUDIENCE WHICH PLATFORM THEY USE
1.
2.
3.
Who is going to be in charge of the project?
1.
2.
3.
How much staff time and money are you going to give each project? HINT_ Think about the time it
takes to create and post a YouTube video, Tweet 10 times a day, or write a daily / weekly blog post.
1.
2.
3.
How will you measure your ROI/ What are you expected outcomes?
1.
2.
3.
The great misconception about social media ?
Everyone thinks about Facebook followers and tweets.
The TRUE goal for your organizations social media is to
communicate, interact, and build relationships so that
when you call people to action, they will act. In large part
social media is to get people to go to your organization
which, in 2012, the face of your organization is really your
website.
Start with a great website and then do your social
media as way to drive people there. Consistently
posting useful, well written, fun, thoughtful,
authentic, content is still king of all media.
What to communicate about?
Start with the easy ones and plan for days that naturally connect to your cause.
ABE Summer Institute http://www.literacyactionnetwork.org/summer-institute
Did anyone attend ? Did anyone on your staff present ? Do you know of one person who did who might
be willing to answer a few question that you could post in blob ? Do you know have staff people who
you could bribe with food to write 1 blog post a month. 2 paragraphs long ? 1 blog post X 8 staff = twice
a week! If you posted 100 times a year, you would definitely be among the most active blogger in ABE in
the state. Who wouldn’t want to follow your program ?
Besides self-expression ,
Lady Gaga ( your agency)
tweets (if your demographic
uses Twitter) so people get
to know who she is so that
when she says, Hey I have a
concert (event, cause or
need) at the Excel center,
people will think..
“Hey! I know Lady Gaga,
(your awesome self) I like
what she has to say, I saw
her video and read her
tweets, let’s go to that
concert.”
(your event, cause or need)
World Teacher’s Day October 5th each year http://www.5oct.org/2012/index.php/en/
November is National Family Literacy Month
http://www.famlit.org/national-family-literacy-day-2012/
Has your agency/ organization signed up for GIVE TO THE MAX
DAY ? http://givemn.razoo.com/giving_events/GTMD12/home
If you had a Twitter account, tomorrow you could…
#myclassrocks : Today 5 students attained a level gain! WHOO HOO!
#myclassrocks: Our volunteer at the MLC just received her master’s degree in Literature!
#myclassrocks: Join the Minnesota Literacy Council celebrating 40 years on December 7th!
Mnliteracy.org for event info!
#Literacylove : Staff member Susan had 25 people in her Twitter for Teachers training. Handouts on
mnliteracy.org/handouts
Push them to volunteer, engage, donate, learn, retweet.
#NewUSA : November 14th, 6 of our students become new American Citizens!
DO Tips for Facebook http://www.socialpeel.com/
Statistics have shown that posts made between 8pm and 7am receives a higher percentage of user interaction (are
you sure? 8pm to 7am). Most of the country’s population is on East Coast Time.
Keep posts short and straight to the point. It’s recommended that posts with 80 characters or less are more apt to
being read.
Asking questions in your post will often prompt responses from other users. Questions with a multiple choice
usually attract higher response rates, e.g.“Which place serves the better burgers, In-n-Out or Burger King?”
If you’re promoting another website, always add a link for the convenience of the users. Unfortunately laziness can
be a factor and if you provide a link for people to easily click versus the URL, you’re sure to get more visitors.
Include a relevant and eye-catching image along with your Facebook post. Sometimes words aren’t enough and
people need a visual to further convince them to take action.
Did you notice
how each event
had value added
and a call to
action ?
Why people are not re-tweeting/following you.
I Don't Even Know You I prefer to send out quality information to my followers so it's rare for me to re-tweet a message from someone I don't even know. I have to know and/or trust the source of a message before I will pass that message along to my twitter followers. This why consistency of posting is important.
Your Website/ Blog Has Terrible Content
Your blog may have a nice design and it may be easy to navigate, but if it is full of useless information, or articles that sound like they have been written by someone who doesn't have a firm grasp of the English language, I would like to see content that actually helps people.
You're still using the Default Avatar
If you are still using the default avatar on your account, it tells me that the only reason you have a twitter account is to try to get people to re-tweet your messages to make your message go viral. Take a few minutes to upload a picture of some kind, let me know you take your twitter account seriously.
You're Boring and You Don't Offer Any Variety
If your bio is boring, your content is boring, and your tweets are boring, why would I want to share your messages with my twitter followers? If you post the exact same stuff every day, I have no interest in passing along your message. (MORE AND MORE – Having a good profile on each of your social media accounts is important)
Only Hear from You When You Want Something from Me
If the only time I ever get a message from you is when you want me to re-tweet something for you, guess what, it's not going to happen.
Infographic created by Go-Gulf.com © 2012
Recommended Reading.
Fast Company Magazine.
Content Marketing by Rebecca Lieb,
Social Networking Business by Entrepreneur Magazine,
Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff
Engage! The Complete Guide for Brands and Businesses to Build,Cultivate and Measure Success in the
New Web. Revised and Updated by Brian Solis
Measure What Matters by Katie D. Paine.
Social Media Platforms that help you Network: by
Jamie Turner
http://60secondmarketer.com/blog/2010/04/09/top-
52-social-media-platforms/
Facebook: Mark Zuckerberg started Facebook out of
his dorm room for his fellow students at Harvard.
Today, toddlers to grandmothers can be found on
Facebook. Strengths: Widely-adopted by large
segments of the population. Weaknesses: Will the
younger generation stay on Facebook once Grandma
has “friended” them?
Google+: This is the new kid on the block, but poses
a serious threat to Facebook and other platforms.
Why? Because it’s just so darn easy to use — the
clean, simple interface makes connecting with
friends, family and business associates a piece of
cake. Google+ was the fastest-growing social
network in history and looks as though it’s here for the long-run. Strengths: Ease-of-use and uncluttered
environment. Weaknesses: Competition from other
well-established social media platforms.
hi5: This is a social networking platform that skews a
little younger than LinkedIn. Members can play
games, watch videos, flirt, give gifts or just hang out.
Strengths: It’s a great alternative to MySpace and/or
Facebook for the younger crowd. Weaknesses: It may
not be the best social networking platform for
business.
LinkedIn: This is the Grand Pooh Bah of them all.
They’ve been around since 2003, which, in social
media terms is also known as “since the beginning of
time.” Strengths: Everybody’s on LinkedIn.
Weaknesses: Most people have trouble knowing what
to do with LinkedIn after they upload their business
information.
MyLife: A clean, simple site that helps people
connect with family, friends and other relationships.
Over 750 million profiles. Strengths: The easy-to-use
interface is one of the site’s great strengths. Perfect if
you’re looking for an engaging, simple way to
connect with old friends. Weaknesses: Not as widely
adopted as some other sites.
Ning: This site connects groups of people who are
passionate about particular interests, topics or hobbies. Co-Founded by Marc Andreessen, who
helped launch Netscape. Strengths: Great for
connecting with others who are interested in your
area of expertise. Weaknesses: The user interface is
so simple and uncluttered that getting started can be
confusing. But once you’ve figured it out, it can be a
good tool.
Plaxo: Currently hosts address books for more than
40 million people. Helps people stay in touch with
“Pulse,” which is a dashboard that lets you see what
the people you know are sharing all over the web.
Strengths: Graphical user interface makes it easy-to-
use. Weaknesses: It’s not as widely-adopted as some
other platforms such as LinkedIn.
Twitter: A surprisingly-successful tool that is
widely-adopted and used for everything from
business to fun and games. Strengths: Used by large segments of the population. Weaknesses: Can be a
distraction, especially if you have Attention Deficit
Disor … wow, look at that bird outside my window!
XING: XING has more than 8 million subscribers worldwide. It has over 34,000 specialized groups and
over 150,000 live networking events each year.
Strengths: XING adds new developments to their
platform on a regular basis. Weaknesses: Not as
widely-adopted as some other platforms such as
LinkedIn.
Social Media Platforms that help you Promote:
Bing: Bing, Google and Yahoo aren’t technically
social media platforms, but they are tools that can be
used to promote your product or service, so we’re
including all three in this overview. The technique for
using any search engine to promote your product or
service is the same so you’ll want to optimize your
website so that the search engines see it. Strengths:
Bing uses “intelligent search” to make searches even
more relevant for the user. Weaknesses: It’s fighting
against Google, which is a tough battle.
Blogging Platforms: These are tools that are used to
create blogs. Some of them, like Blogger, Tumblr,
Vox or Xanga are straightforward platforms that are
great for people who want to do a simple blog about
their vacation, their company or their family reunion.
If you’re ready to create a more robust blog that adds a lot of SEO value for your website, you’ll want to
use Joomla, Drupal, Typepad or WordPress. These
are the blogging platforms used by serious bloggers.
Discussion Boards and Forums: Are you interested in creating an online forum where members of your
community can engage with each other and offer
each other advice? Then a discussion board or forum
is for you. The best-known platforms for forums
include Lefora, Zoho, Drupal, PhpBB, Simple
Machines, Vanila, JavaBB and vBulletin. Strengths:
Forums are a great way to build a relationship with
customers and prospects. Weaknesses: They require
regular, ongoing time and energy to keep them
running properly.
Email Marketing Platforms: Email can often get
overlooked in the world of social media, but if you
define social media as tools that help you have a
dialogue with your customers and prospects, then
email falls into the social media category. Popular
email marketing tools include AWeber (affiliate
link), Constant Contact, iContact, ExactTarget and
others. Strengths: Email is a highly measurable way
to connect with customers and prospects. Weaknesses: Email marketing requires a concerted,
ongoing effort if you’re going to do it right.
Flickr: This is a photo-sharing site that can be used
to build awareness and drive traffic to your product pages.. Strengths: Flickr is easy-to-use and has a
clean user-interface. Weaknesses: Photo-sharing sites
are important, but they’re not the very first thing
you’ll want to work on in your social media
campaign.
Howcast: Wouldn’t it be cool if there was a website
where you could watch “How To” videos on the topic
of your choice? Well, there is and it’s called
Howcast. It’s an extremely worthy-competitor to
YouTube. Strengths: A great place to upload high-
quality content. Weaknesses: The default is still
YouTube. Most people are conditioned to
automatically type “YouTube” into their browser.
iLike: If you’re a musician, you’ll want to upload
your work to iLike. It’s the dominant music
application on Facebook, Orkut and hi5. Strengths:
Over 50 million music lovers use iLike via Facebook,
Orkut, iGoogle and other platforms. Weaknesses:
iLike is a crowded venue, which makes it difficult for
musicians to break through.
iTunes: This is not the only podcasting site, but it’s
the best-known and most popular. If you’re doing
interviews with industry experts or if you’re creating mini-radio shows, iTunes is the place to be.
Strengths: It’s a well-known, well-respected
platform. Weaknesses: If you don’t create
scintillating content, people won’t come back for
more.
MySpace: Ahhhhh, MySpace. They arguably started
this whole social media thing to begin with. Today,
MySpace is primarily used as a congregation point
for younger people interested in pop culture. They’re
evolving and seem to be finding a niche. Strengths: A
well-known social media platform that most
everybody has visited at one time or another.
Weaknesses: They’re not the ubiquitous social media
platform they once were.
More and more people are accessing their social
media platforms via smartphone.
Picasa: This is a photo organizing, editing and
sharing site that’s owned by Google. You can tag
photos to enable quick searches by users. Strengths:
As with most Google services, Picasa is easy-to-use
and loads very quickly. Weaknesses: Photo sharing is
important, but it’s not the very first thing you’d want
to work on in your social media campaign.
Vimeo: Think of Vimeo as a high-end YouTube. It’s
perfect for people interested in sharing their videos
with a community of positive, encouraging creative
professionals. Strengths: You gotta love a site that
oozes upbeat, optimistic, life-affirming energy that
Vimeo does. Weaknesses: It’s not a default site the
way YouTube is, but that may change in the near
future.
YouTube: Of course, YouTube is one of the better-
known platforms used to promote businesses. The
key to YouTube is to keep the videos short and
sweet. Make sure they solve the “what’s in it for me” equation. YouTube is perfect for “How To” videos,
but it’s not a good place to upload the CEOs annual
speech to shareholders. Strengths: YouTube is
ubiquitous. Weaknesses: It’s a cluttered environment
that can sometimes have some pretty racy videos on
it. (Or so we’ve heard.)
Social Media Platforms that help you Share:
Buffer: This social media management tool allows
you to schedule Tweets and Facebook updates
quickly and easily from your web browser. It’s
perfect for people not interested in using TweetDeck
or HootSuite. Just sign up, install on your browser
and the next time you’re at a web page you want to
share, hit the Buffer button and schedule it for
sometime in the future. Strengths: An easy way to
schedule updates on Twitter and Facebook.
Weaknesses: Other platforms offer the same
functionality.
Delicious: This is a social bookmarking service
owned by Yahoo. When someone tags your article,
video or blog post with a Delicious bookmark, it’s
the equivalent of a “vote.” The more votes you get,
the more visibility your content has on the Delicious website. Strengths: It’s everywhere. Weaknesses:
You have to have a lot of traffic and a lot of votes to
show up on the radar screen.
Digg: Similar to Delicious in that people vote for articles, videos and blog posts they like. If your
content receives enough Diggs, it’s promoted to the
front page for millions of visitors to see. Strengths:
Like Delicious, Digg is everywhere. Weaknesses:
You have to have a lot of traffic and a lot of votes to
show up on the radar screen.
Feedback: This is a social media platform that
allows people to provide feedback to companies as
diverse as Starbucks and Chipotle. Members of the
Feedback community can read reviews and make
additional comments. Strengths: An innovative use of
“crowd-sourcing” for information. Weaknesses:
Since the site crowdsources reviews, it’s not
necessarily an effective tool for marketers..
HootSuite: This is a tool that allows you to manage
multiple social media channels through one
dashboard. If you have a company with more than
one contributor to your social media program,
HootSuite is a good solution. Strengths: A very easy-
to-use interface. Simple set-up, yet still powerful.
Weaknesses: If your social media program is no more
extensive than updating a Twitter account, then
HootSuite would be over-kill.
Instagram: A surprisingly fun photography app
that’s sweeping the globe. Install Instagram on your
smartphone and, next time you take a photo, use it to enhance, stylize and share the photo with others in
your network. Strengths: A fun, easy-to-use app.
Weaknesses: Other apps provide a similar
experience.
Path: A location-based social sharing app that allows
you to share photos, memories, music, thoughts and
other moments with friends in your social media
circle. Strengths: A fun way to share your life
journey with friends. Weaknesses: Heavy
competition from intrenched competitors like
Facebook, Google+ and others.
Pinterest: We live in a visual world and Pinterest
leverages that. Tired of reading long blog posts (like
this one) but still enjoy skimming through images
that are worth 1,000 words? If so, then Pinterest is for
you. Just visit the site, sign up and start sharing
images by re-pinning them to your profile. Strengths:
A visually-appealing way to share information with
followers. Weaknesses: Competition from a wide
variety of other social media platforms.
Quora: This is the perfect place to go if you’re
interested in asking a question that requires an expert
answer. Just type in a question you have about any topic and Quora will provide answers from other
users. Quora is frequented by smart, well-educated
users, so the answers tend to be very helpful and
well-thought-out. Strengths: A simple, easy-to-use
platform. Weaknesses: A simple Google search can
sometimes offer the same quality of answers.
Reddit: Similar to Digg and Delicious. Reddit is a
source for what’s new and popular on the web. Users
can vote articles up or down on the site, so readers
can check out the hot, trending topics from blogs,
newspapers and other sources around the globe.
Strengths: Like Digg and Delicious, Reddit is
everywhere. Weaknesses: You have to have a lot of
traffic and a lot of votes to show up on the radar
screen.
Scribd: This is the largest social publishing and
reading site in the world. You simply upload your
speech, ebook or PowerPoint presentation to the site
so that others can be awed by your wisdom and
expertise. Strengths: A great way to potentially get
your content in front of thousands of readers.
Weaknesses: There are a lot of other people
competing for the same eyeballs.
StumbleUpon: Very similar to Digg, Delicious and
Reddit. When you rate a website that you like using
StumbleUpon, it’s automatically shared with like-minded people. And it helps you find great sites your
friends recommend. Strengths: StumbleUpon helps
spread your content to people not regularly exposed
to your products and/or services. Weaknesses:
Competes with several other well-established tools,
like Digg, Delicious and Reddit.
TweetDeck: Like HootSuite, TweetDeck provides a
way to track many of your social media channels on
one dashboard. It can be a time-saver and a
productivity-enhancer, assuming you’re not easily
distracted. Strengths: It’s very easy to set-up and get
started. Weaknesses: Like all dashboard tools, it can
lead to distractions for employees who are easily …
Whoa! Is that a fly on the ceiling or just a speck of
dust?
Wikipedia: It still amazes us that this user-generated
encyclopedia is run by just a few dozen employees
(along with hundreds of thousands of contributors
around the globe). It’s a great tool for legitimate entries. Don’t try to game the system by adding
overly-promotional posts. But if your entry will be
helpful to the Wikipedia community at large, have at
it. Strengths: It’s a great tool for uploading
legitimate, helpful content about your product,
service or company. Weaknesses: If your target
market is over the age of 40, they might struggle with
Wikipedia’s miniscule type.
Yelp: This platform offers user-generated reviews on
cool places to eat, shop, drink, relax and play. Yelp
has an augmented reality Smart Phone application
that makes using it on the run a blast. Strengths:
User-generated reviews are a great way for customers
and prospects to find out about your business.
Weaknesses: Some people try to game the system with faux reviews, but Yelp does a pretty good job of
keeping those faux reviews at bay.