uc berkeley center for health leaders - intro to social media

Social Media 101: What You Need to KnowAbout Facebook, LinkedIn, Twitter and other

Social Media Tools

Presented by: Ana-Marie Jones (@MsDuctTape)CARD - Collaborating Agencies Responding to Disasters (@CARDcanhelp)

& Dan Cohen (@dcstpaul)Full Court Press Communications (@FullCourtPress)

Let’s Share:What are the 3 questions you have about this whole social media thing?

Social Media 101 UCBCHL November 2011 2

Our Goals for Today

1. Today is about YOU

2. Today is a day to PLAY & Experiment

3. There are NO MISTAKES

4. Today is ONE STEP along a journey for you (and the issues you care about)

5. Today you are part of a TEAMSocial Media 101 UCBCHL November 2011 3

Where we are headed…

Taking a Deep-Dive into Facebook, Twitter & LinkedIn. Why?


We can all do this! Take one step…In the next 5-7 days:1. Connect to Ana-Marie Jones & Dan Cohen

on LinkedIn, Twitter & Facebook

2. Engage deeply in one new social media activity – push yourself

3. Tweet/Post one message relevant to your target group per day

4. Report back & tell us how its going using hashtag, groups, or emails

5. Create a signature file for your email with links to social media sites


Where Are You on the Continuum?

7Social Media 101 UCBCHL November 2011

Failure IS an Option

www.youtube.com/watch?v=-Vo4M4u5Boc


http://www.youtube.com/watch?v=-Vo4M4u5Boc

Only YOU can find what works for you & your organization


HELP is out there – tons of it

BethKanter.org


“It Gets Better”CandorTimelinessEase of access


What social media tools are we using?

WebsiteEmail Listserv

BlogTwitter

FacebookFacebook “Like” Page

LinkedIn account

Micro-siteFlickr

YouTubePodcast

Other

Beth Kanter’s Continuum Crawl, Walk, Run, Fly!


Congratulations! You now own your

own network & newspaper

The New Media Big Bang14Social Media 101 UCBCHL November 2011

Facebook passes Google as top visited site in the U.S.

March 2010


16

Getting Started Begin at the beginning

Social Media 101 UCBCHL November 2011

24

My Home Feed – to see the people I’ve connected to

About ThemFacebook listings

featuring your friends


25

About Me Facebook listings all

about you


26

Post pictures for your friends, family and community to see!


Facebook - Try these 5 Things

• Find a friend• Send a friend a request to be friends

(Follow suggestions or Search someone)• Give the thumbs up! Like something.• Post a comment on a friend's wall• Delete a comment


28

Explore & Search for people, groups, causes, campaigns: Try whatever interests you!



What’s Up?


What’s Up?

Think it.

Find it.


What’s Up?

Tweak it.

Post it.


What’s Up?

Now you…Think itFind it

Tweak itPost it


Taking the next steps…


List Building


Custom News Feeds – Sorting through it all


List Building – Managing it all

Facebook - Try these next

• Change your info (relationship, location, etc.)• Check/change your settings• Post a picture• Add a video• Create a page• Switch between your profile and your page• Create an event• Post pretty stuff (ASCII art and images)


Your Organization: Using Data – Engage & Measure

• Just do it!– Put someone in charge & make

them accountable– Refresh, remix, reboot your

content– Track, measure and grade your

progress• Set it up: Set your page settings

appropriately. Here’s a four minute video http://bit.ly/ajAXJ6


http://bit.ly/ajAXJ6


Your Organization: Using Data to Understand

5 seconds on Facebook Ads…Try it. Cheap. Easy. Fast results



Linking Accounts (More on Twitter Later…)

Virtually everything about reaching, serving and partnering with the public (as well as building and strengthening your influence) is faster, easier, less costly with social media.


We need you! Online and Offline

Start small, safe and simple

Post NOTHING confidential or super private!

Take a class, learn in groups, watch a YouTube video to learn

Have fun!

Connect with friends, family and community

Help make the online world reflective of the best of the offline world

Done right, Facebook will help you to be more connected, safer, more informed and better able to have a GREAT life!

Remember

Please connect to CARD! www.Facebook.com/CARDcanhelp


A moment of reflection:What is my key Facebook Takeaway?What will I do tomorrow?

A Great Place to Start!

LinkedIn was officially launched on May 5, 2003 -- five founders invited 350 of their contacts to join their LinkedIn profiles

Executives from all Fortune 500 companies are on LinkedIn

81% of business-to-business marketers use LinkedIn

LinkedIn is currently the largest online Business Networking platform in the world

Nearly half of all members are outside the U.S.

LinkedIn users have highest annual income of all the major social media platforms

Note: Over 85% of employers who are looking to hire, acknowledge using LinkedIn during their process.

What’s The Trend

Date Reported # LinkedIn Members

December 2003 81,000

December 2004 1,600,000

December 2005 4,000,000

December 2006 8,000,000

September 2007 15,000,000

December 2008 33,000,000

May 2009 55,000,000

February 2010 60,000,000

March 2011 100,000,000

Useless detail: Ana-Marie was member number 914,566

Status Updates

What You Need to Know:

Status Updates (140 character messages) keep your name, agency and your activities in front of your connections – without any extra effort from you

Can be sent from your cell phone!

Share insights, make requests, announce achievements, send event invitations, solicit help, and give or receive advice – immediately

Status updates can appear on the LinkedIn homepages of your direct connections, where they can comment or respond.

Updates are visible to your connections, your entire network, or all LinkedIn members (depending on your account settings).

Receive expert advice or suggestions from members of your network

Starting/leading a group is easier than ever imaginableNote: You can link other applications to your LinkedIn profile – SlideShare, WordPress, Twitter, Polls, etc.

Go To Work!

• Fill in complete profile• Add “Searchable” content

• Post status update• Comment on the status update of a

connection• Check your network stats• Search for a friend/colleague• Send a request for connection

Available Info

High Visibility

Low Visibility

Access to people and information matters!: For informing the public, funding opportunities, grant management, purchasing, research, recommendations, advice, volunteers, job opportunities, project buy-in, etc.

Concept: with 6 Degrees of Separation everyone is at most six steps away from any other person on Earth - the “small world phenomenon”

LinkedIn allows you to see your degrees of separation, allows you to know your network in ways your offline methods can’t

The more robust your personal network, the fewer degrees between you and the people you want to know

Online, visible networks have benefits beyond offline networks – portability, speed, trust, durability, sustainability

Note: With social media, you can be better known, networked and noticed – without leaving your desk!

6 Degrees of Separation

Making Connections

Make a Group

Integrating/Leveraging Platforms


Go To Work!

• Help a friend/colleague: Give a recommendation• Find & Join a group• Post a message to a group• Start a group• Attach apps to your profile

What would it mean for your career to be connected to the leaders of your industry?

What would it mean for our collective effectiveness to be connected via LinkedIn and other social media

platforms, as well as text messaging?

Note: Just using status updates can leave us exponentially more prepared for emergencies!

What would it mean for YOU to be in the most connected and informed industry in the country?

The Possibilities


A moment of reflection:What is my key LinkedIn Takeaway?What will I do tomorrow?What myth have I busted?

Does Twitter feel like this to anyone?


79

Twitter HistoryFounded: San Francisco, CA

Launched: July 15, 2006

Founders: Jack DorseyEvan WilliamsBiz Stone

Slogan: What's happening?

Growth: • 400,000 Tweets per quarter 2007 • 100 Million Tweets per quarter 2008 • 4 Billion Tweets 1st quarter 2010• 70,000 Registered Apps by Mar 2010• 145 Million registered users Sept 2010

Note: Founders worked at a podcasting company called Odeo, Inc. They were facing major competition from Apple and other heavyweights.

“Our board was not feeling optimistic, and we were forced to reinvent ourselves.” @Ev


http://en.wikipedia.org/wiki/Odeo

http://en.wikipedia.org/wiki/Odeo

Twitter Basics

• Basic Message – 140 characters including spaces – is called a “Tweet”

• Your sent messages are available to anyone (unless you lock your site) – and are sent directly to your “followers” stream

• Messages from the people you “Follow” are sent to your stream

• Individual users have account names (@FriesenVA, @dcstpaul, @MsDuctTape) – identified by “@NAME”

80

Twitter is the RUSHING river of Social Media!

You create your own stream.

Twitter Apps are the tour guides, cruise directors, etc.Social Media 101 UCBCHL November 2011

• Elections in Iran• Attacks in Mumbai• H1N1, Whooping Cough• Haiti Earthquake• Deepwater Horizon Oil Spill• Japan EQ/tsunami/nuclear• Death of Osama bin Laden

Benefits:• Faster than traditional media• Tailored (user picks sources)• Cell phone accessible• Easy, few skills required• Massive public acceptance• More available dollars than Gov

*People you NEED to hear from…are Tweeting81

Twitter is a Listening & Response Tool

@ReallyVirtual: Uh oh, now I’m the guy who liveblogged the Osama raid without knowing it. May 1, 9:41 am


http://twitter.com/ReallyVirtual

http://twitter.com/ReallyVirtual

http://twitter.com/ReallyVirtual/statuses/64912440353234944

http://idisaster.files.wordpress.com/2011/04/ala16.png

http://idisaster.files.wordpress.com/2011/04/ala17.png

Listening on Twitter?

• 15 Billion messages sent

• 140 characters or less

• Millions of individual broadcasting networks with custom-built audiences


Twitter Starting Point - Listen

• Counter-intuitive – ALWAYS listen first

• Follow 5 new people – see who they “listen” to, then five more, then five more – watch the conversation happen

• Try a search – Search.Twitter.com

• Read the conversation – who is saying what? Follow some interesting folks.

Originally Adapted from http://www.readwriteweb.com/archives/5_simple_twitter_listening_tips_every_marketer.php


http://www.readwriteweb.com/archives/5_simple_twitter_listening_tips_every_marketer.php



• Search for terms that matter to you

• Search.Twitter.com• See what

happens…• See who is

talking…

Basic Searching


Search a “hashtag”


Twitter – Hashtags

What Should You Listen For?

• What are people talking about?

• What’s being said in your community?

• Who is dominating the conversation?

• Who is responding?

• What’s the tone?

• Is there a voice missing?

• Is there information missing?

• What value can you add?


Now…Go to Work

• Use search features to find topic, hashtag or someone you like respect

• Look through the people they follow – evaluate a few tweets from a few of them

• IF you find something they have said you really like – Retweet it

• Bonus points for editing, reposting, and crediting tweeter.



Now What?

What to say? What to say?

88

What do 140 Characters Look Like?

http://beth.typepad.com/beths_blog/files/morning_icebreaker.pdfSocial Media 101 UCBCHL November 2011

Another option: Open twitter.com & just start typing

89

What Makes a Story?• Controversy. The worse it is, the better for the media.• Conflict. Between groups of people, industries, issues or ideas.• Problem/Solution Dynamic. If you want to talk about a problem, YOU’D

BETTER tell them a solution.• Timeliness & competitive advantage (Is it an exclusive to that paper or TV

station?).• Access to & reliability of sources – often just knowing there is someone

who can educate a reporter on an issue is reason enough for them to feel comfortable enough to do a story.

• People/Personalities. Large mistakes by little people or Small mistakes by big people.

Author’s Note: These next three slides come from Media 101 presentation by FCP – but are instructive for us


What Makes a Story?• Dramatic Human Interest. Include the stories of real people, their

triumphs, tragedies, and anecdotes.• Trends. Stories that suggest new opinions, behavior patterns and

attitudes. Three is a trend; find at least three examples to assert that a new trend is emerging.

• New Announcement. “Unprecedented” or “groundbreaking” or “first-ever”. Reporters are only interested in new news, not old news. Make it fresh.

• Localize national story (and vice versa). Take a nationally breaking story and emphasize its local impact


What Makes a Story?• Anniversaries/ Milestones. One year later, 5 or 10. • Fresh angle on old story. Take old story add fresh twist.• Stories. Individuals, community leaders, or galvanizing spokespersons who

may become news themselves. • Special event. A huge conference, rally, or gathering. Frame event to

capture the issue and importance.• Rapid Response. React & OWN news others have made.• Celebrity. If you have a celebrity on your side, someone known in your

community, make sure they are included in the story.• Strange Bedfellows. Have unlikely allies

come together in solidarity over your issue? Highlight it in your story.


Mechanics to Tweeting

• Unique Info - Are you first? The only? The most trusted to share it?• Replies (@twittername) - More personal replies = higher impact • Direct replies (d twittername) Only if you follow each other, direct

replies are not in the public timeline, helps build deeper bonds, shows that a real person is listening

• Nods to jobs well done…• MT – a “modified Tweet” – crediting content but not full retweet• HT – a “hat tip” to someone who pointed something out

• Announcements/News - if it’s interesting, helpful, beautiful - tweet it!

• Shout Outs - @dcstpaul Totally ROCKS & @fullcourtpress is awesome! Thanks to #UCBCHL for sponsoring CARD’s social media presentations

• Praise – Make friends by telling them they are awesome.


Twitter – Take Note

@ShaneGoldmacher, LATimes “I would say that Twitter can be

most effective to cover live, as they are happening events.”

“Generally, the most effective way to gain followers/a following is to find unique, timely and accurate information and disseminate it.”

94

Some Twitter Uses:

• Rapid dissemination of info• Rumor control• Push traffic to other sites• Monitor public sentiment• Tracking/surveillance• Acknowledge/thank supporters


Using Lists to Manage Information


TweetDeck

HootSuite

Social Media Management Tools

Social Media Dashboard


HootSuite: Managing Multiple SM Sites


Manage multiple Social Media accounts from one site!

Track:MentionsPending TweetsDirect MessagesHome Feed


HootSuite

HootSuite: Scheduling Your Posts


Schedule messages in advance


HootSuite

HootSuite: Apps and Analytics


Get Apps and Analytics

Click


How do we work together?


MAKE IT EASY


JUST ADD IT IN…


Here’s the Talking Points…


Now, Take it to Facebook…


Now, Take it to Twitter…


Some next steps for us…

• Pre-tweets – can we send out some common messaging?

• Re-tweets – can we try to retweet when peers send tweets?

• Tweet Days – can we work with our allies?

• Test a Hashtag – #(you name it)


Some next steps for you…

• Keep listening – and then listen more

• Try stuff – tweet, see if anyone retweets & learn

• Use a tool – to help manage the data flow


Status Updates provide immediate value “I am OK”, “Bay Bridge down”, “Free Vaccines available at Oakland Coliseum, today only”

Profile information allows for faster, more effective/efficient networking, etc.

Social Media monitors the immediate pulse/vibe of public opinion/thought

Recommendations help distinguish between “self-identified”, and “community recognized” expertise and value

Groups, Q&A, and online postings accelerate group learning, avoid waste, leverage resources (no need to experience every problem yourself!)

Social media platforms adopt and adapt to new opportunities quickly – much faster than government or other larger agencies can

Billions of people across the globe are already using these platforms

Summary

Note: Reaching/serving a connected, united public is faster, easier and less expensive! Encourage social media use for the people you serve!

Please connect to CARD & Ana-Marie Jones Support the nonprofit Social Media preparedness effort

CARD can be found online at:www.CARDcanhelp.org http://CARDcanhelp.org/Blog www.Facebook.com/CARDcanhelpwww.Twitter.com/CARDcanhelp Ana-Marie Jones can be found online at:www.LinkedIn.com/in/MsDuctTape www.Facebook.com/MsDuctTape www.Twitter.com/MsDuctTape

Please consider creating a recommendation on LinkedIn, giving us a shout-out on any social media platform, sending a note of thanks and appreciation to our funders. We greatly appreciate your support! Thank you!

To use any part of this PowerPoint please:Attribute @FullCourtPress & @CARDcanhelp Copyright CARDcanhelp.org


http://www.cardcanhelp.org/

http://cardcanhelp.org/Blog

http://www.twitter.com/CARDcanhelp


http://www.linkedin.com/in/MsDuctTape

http://www.facebook.com/MsDuctTape

http://www.twitter.com/MsDuctTape

Make Your Own News

• Make News: Make Photos/Videos Available using Flip Cameras, Twitpic, & Flickr

www.flickr.com/photos/whiteafrican/3100136010/


Record It! Flip Video Cameras• $75 refurb /$150 new/ <$200 HD• Easy to use, upload, share, promote

a cause, document an exercise, etc.• What to record:

– Safety tours– Trainings– Disaster procedures– Property– Damage– Staff, volunteers, clients– Staff orientations– SHAMELESS promotion


Taking Video – Making it greatTaking Video• Framing: The closer the shot the better. Faces are great. Don’t be afraid to get up

close and personal with people. But DO NOT USE the ZOOM.

• Background: If you have a choice between a white background and anything else, pick anything else!

• Lighting: Try to shoot with your back to the light source.

• Fluidity: The goal here is to reduce jerkiness. Think of your body as a tripod. The more solid the base (you), the more solid the shot.

• Audio: The audio capabilities of a flip camera are usually very limited, so get close – especially if you have a lot of background noise.

Other helpful tips for filming an interview: • Ask the subject not to look in the camera, but to keep eye contact with you and carry

on the conversation as naturally as possible.

• Frame the shot with the head and upper chest showing and with the subject off-center to one side or the other.

• If you can, have a friend hold the camera while you stand off screen and ask the questions. This gives a natural feel and lets you focus on engaging the interviewee. 114Social Media 101 UCBCHL November 2011

Take Pictures! Images Define the Debate

Just Use Your:• Cameras• Cell phones• iPhone/Smartphone• iPad 2


Use Your Photos - Instantly


Status Updates provide immediate value “I am OK”, “Bay Bridge down”, “Free Vaccines available at Oakland Coliseum, today only”

Profile information allows for faster, more effective/efficient networking, etc.

Social Media monitors the immediate pulse/vibe of public opinion/thought

Recommendations help distinguish between “self-identified”, and “community recognized” expertise and value

Groups, Q&A, and online postings accelerate group learning, help you to avoid waste, leverage resources (no need to experience every problem yourself!)

Social media platforms adopt and adapt to new opportunities quickly – much faster than government or other larger agencies

Billions of people across the globe are already using these platforms

Summary

Note: Reaching/serving a connected, united public is faster, easier and much less expensive! Encourage social media use for the people you serve!

LinkedIn: World’s largest ongoing business networking environment; professional networks and affiliations; job/contract posting; keep your name and projects in front of your industry partners; status updates.

Twitter: Your stream from a rushing river; listen quickly, morsels of information; monitor public sentiments, movements; repurpose existing information; no media outlet is faster than the people right there.

Facebook: The coffee shop/bar/church social of your choosing; WILDLY popular; PICTURES; share your values; get public support/validation “Thumbs Up!”, “Like”. Never before has your thumb been so powerful.

Videos: Preferred medium for fast assimilation of information; video safety tours; make training easy; virtually free (many cell phones now take videos); easy to use, upload, share; rapid explosion of video sharing sites.

WordPress: Create micro-sites and blogs; apps galore; removes barriers to entry; fast and easy to setup and update; audience engagement.

HootSuite: Manage multiple social media platforms from one interface; one click to update LinkedIn, Twitter, Facebook; schedule posts in advance; give several people access to share responsibilities

NOTE: Did we mention these sites are free, Free, FREE!

Easy Button ReCap

What Are You Going to Do???


Please connect to CARD & Ana-Marie Jones Support the nonprofit Social Media preparedness effort

CARD can be found online at:www.CARDcanhelp.org http://CARDcanhelp.org/Blog www.Facebook.com/CARDcanhelpwww.Twitter.com/CARDcanhelp Ana-Marie Jones can be found online at:www.LinkedIn.com/in/MsDuctTape www.Facebook.com/MsDuctTape www.Twitter.com/MsDuctTape

Please consider creating a recommendation on LinkedIn, giving us a shout-out on any social media platform, sending a note of thanks and appreciation to our funders. We greatly appreciate your support! Thank you!

To use any part of this PowerPoint please:Attribute @FullCourtPress & @CARDcanhelp Copyright CARDcanhelp.org


http://www.cardcanhelp.org/

http://cardcanhelp.org/Blog



http://www.linkedin.com/in/MsDuctTape

http://www.facebook.com/MsDuctTape

http://www.twitter.com/MsDuctTape

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