women & the dynamics of digital social capital
DESCRIPTION
Created by Susan Mernit and Deanna Zandt for the Women Action & The Media 2009 Conference Pre-Intensive Workshop.http://www.centerfornewwords.org/wam/dsc.phpPart 1What is social capital? Just like regular capital, it’s a commodity that’s traded daily, and it has a direct effect on your career and goals. With today’s tech tools turning everything on its head, women have more of an opportunity than ever to ramp up their influence; this section will discuss the ways men and women build and use social capital differently, and begin to explore technology’s role.Part 2Putting theory into practice: in this section, we’ll explore some of the common tools in play for working with your digital social capital: Facebook, Twitter, FriendFeed, LinkedIn, and more! This will be for beginners and advanced folk alike; more skilled attendees will be asked to share their experiences, while beginners will be taught how to get started.TRANSCRIPT
Women & the Dynamicsof Digital Social Capital
Deanna Zandt & Susan MernitWAM!
March 2009
Moments in communication history
Wikipedia?
3/3/09
History needs you
3/3/09
Social capital
3/3/09
Social capital
connections
reputation
influence
access to ideas and talent
“potential” access to further resources
the saved up
accomplishments
access to resources
Credit: Tara Hunt, author of The Whuffie Factor, http://www.horsepigcow.com/
Social capital
Bridging
Bonding
Credit: Tara Hunt, author of The Whuffie Factor, http://www.horsepigcow.com/
Girls vs Boys
we, more often, use social to keep in touch with friends and family
we are more concerned about personal security
even in our business lives, we go under alternative identities
Credit: Tara Hunt, author of The Whuffie Factor, http://www.horsepigcow.com/
Girls vs Boys
they, more often, use social media to entertain and gain an audience
they are way more likely to be open with their profiles and info
they are way more likely to mentor and support one another
Credit: Tara Hunt, author of The Whuffie Factor, http://www.horsepigcow.com/
Break! Talk to me.
Social capital through social media
So, how do you build your social capital through social media?
Let’s talk about:
value to you plan measureexecute
A challenge to get started: Can you name this service?
Are you using it yet?
What’s this one?
Are you using it yet?
How about this one?
Are you using it yet?
Annnnnd…?
Are you using it yet?
And this?
Are you using it yet?
Welcome to the social media ecosystem
44 million Americans
4 million people
2 billion photos ?you
connected to everyone
Like this?
Or like this?
The game has changed
Even beyond Google, everyone is inter-connected
from centralized authorities … … to networks & crowds.
You need to play to compete.
The game has changed
referral, recommendation and reputation
jobs,consulting gigs and more
The basic social media toolbox
You don’t need to use them all the time, but you do need to use them.
1. Start with a strategy
What do I want to accomplish? My goals:
Establish presence and expertise
Get a job, contracting, consulting
2. Execute your plan
• Create a campaign• Schedule your posts • Create newsfeeds and alerts• Share breaking links on Twitter• Link to and comment on others• Monitor your own links• Stay focused, be responsive, nimble• Use your authentic voice, always
3. It’s okay to do “bursty” work
• Daily: Blog or twitter• Daily: Facebook. Update your
status, interact• Weekly: LinkedIn contacts• As needed: YouTube, Flickr,
Seesmic, etc to intensify your connections, share materials
4. Pay attention to SEO, headlines
• Crawling robots.txt• Precise descriptions in
headlines• Revise your meta-data• Read up on SEO• Make it catchy• Make it literal• Keep testing & improving!
çç5. Self-monitor and check the metrics
• Set up ego alerts• Install Google Analytics• Check your content• Be consistent
6. Reach into the community, online & off
• “We’re all in this together, people”
• Co-working spaces, coffees dates, meet ups
• One meeting / week with someone new
• Keep your contacts active
7. Be entrepreneurial!
• Start a new blog• Blog with a group• Be an active Twitterer
or video blogger• Work your network
Remember, it’s about the outcomes
It is all about the relationships—when you build your brand, you build them as well.
• Building your brand• Being known for something• Expanding your community• Staying connected • Purposeful networking
Let’s do it.
3/3/09
Recommended links
• Social Media in Plain Englishhttp://www.youtube.com/watch?v=MpIOClX1jPE
• The SEO Rapper: Addicted to social mediahttp://www.youtube.com/watch?v=vXCCGsBVzrc
• Gary Vandercheck, IMAN conference (real estate)http://www.viddler.com/explore/KellyOlexa/videos/1
• Tom Peters, The Brand Called Youhttp://www.fastcompany.com/magazine/10/brandyou.html
About the authors
• Susan Mernit is an entrepreneur, trainer, consultant and blogger with a passion for social media. A former VP at AOL and Netscape, Mernit was also a Senior Director at Yahoo! and the founding editor for NJ.com.
• Blog & info on consulting/training: susanmernit.com
• Twitter: twitter.com/susanmernit• Friendfeed:
friendfeed.com/smernit• Email: smernit gmail
• Deanna Zandt is a media technologist and consultant to key progressive media organizations including AlterNet and the Hightower Lowdown, and hosts TechGrrl Tips on GRITtv with Laura Flanders.
• Blog & info on consulting/training: deannazandt.com
• Twitter: twitter.com/randomdeanna
• Email: blog at deannazandt.com