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Whitney Hoffman Hoffman Digital Media
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Social Media 101
for Scientists and Organizations
Using The Power of Social Media to Enhance Your Communications
Social Media 101
for Scientists and Organizations
Using The Power of Social Media to Enhance Your Communications
Whitney HoffmanHoffman Digital Media
Whitney HoffmanHoffman Digital Media
Things We’ll CoverThings We’ll Cover
What’s In It For You- Why Should I Care? (Research data)
Popular Social Networks
Benefits and Burdens
The Attention Engine- Basic SEO
Resources
Yup. I’m a Geek.
Changing LandscapeChanging Landscape
Everyone can create their own channel of communication- often inexpensively.
Everyone can market their own ideas.
The problem lies in building the right network or ecosystem for that communication.
Changing LandscapeChanging Landscape
People find out about you long before you ever meet....or not.
Reputation management is more important than ever, and it’s Global
You Only Control Part of the Equation
The Web Controls the Other Side
Reputation ManagementReputation
Management
TrustTrust
The next connection tools
Pew Research
Internet & American Life
Pew Research
Internet & American Life
MobileMobile
By 2020, they predict that a mobile device will be the primary connection tool for most people in the world.
Ok- Lots of People
What are they doing?
Where are they hanging out?
Ok- Lots of People
What are they doing?
Where are they hanging out?
Goals For Scientists & Organizations
Goals For Scientists & Organizations
Keeping Up With the Latest Information
Get The Word Out about your work
Connect with Others in the field and beyond
Managing and Maximizing Resources
Imagine all your friends got phones for the first time...
Are you going to sit around all day waiting for a letter?
Or are you going to go out and get a phone?
Imagine all your friends got phones for the first time...
Are you going to sit around all day waiting for a letter?
Or are you going to go out and get a phone?
The New Telephone
The New Coffee Shop/Water Cooler
Two types of Social Media Calls
Two types of Social Media Calls
Incoming- Listening
Outgoing- Conversations and Engagement
Using Tools to ListenUsing Tools to Listen
1. Google Alerts2. Twitter search3. Blog Search
1. Google Alerts2. Twitter search3. Blog Search
iGoogle can be your Newspaper
RSS- Really Simple SyndicationSubscription- Let Them Come to You
Your Online Presence
Your Online Presence
Step1Step1
Channels are on 24 x 7
Don’t Worry About Them All....
Where is Your Community?Where are Your Audience?Where is Your Community?Where are Your Audience?
Connecting Where It’s Relevant to Them
Cafe-Shaped Conversations
We’ll concentrate on the big three
We’ll concentrate on the big three
Median Age on Popular Social Networks
Median Age on Popular Social Networks
LinkedIn 39 years, down from 40
Twitter- 31 years
Facebook- 33 yrs., up from 26 in May, 2008.
Pew Internet & American Life Project, Oct 21, 2009
LinkedIn-
Rolodex on Steroids
LinkedIn-
Rolodex on Steroids
LinkedIn- Your Resume and Recommendations Online
Expanding and Visualizing Your Network
LinkedIn Goes Social
Pros/ConsPros/Cons
Great for Business and Business related questions/resources
Great for individuals to build online information about themselves
Great way to find others to connect to, make introductions, network
Not great for Group PR & Marketing
TwitterTwitter
Twitter #10,233
Twitter #235,752,570
Pros/ConsPros/ConsGains Value with network size- Metcalfe’s Law
Great Listening Post/News channel- Use search features, Ask questions
Can be noisy, can have low relevance
Applications like HootSuite, bit.ly and more can allow you to measure links, attention, etc.
Patience is a virtue, but don’t drown in the Stream
FacebookFacebook
Pros/ConsPros/Cons
Great for social connections, groups, event planning and marketing
Create Groups for more consistent and insider discussions
Not always great for strictly business purposes- How would your community respond to ads here?
Keep it fresh and interesting
These Are Your Billboards
These Are Your Billboards
Integration of Channels
Integration of Channels
It’s All About the Connections
Creating Communities
Creating Communities
This is a long term versus short term strategy
People come to you because of content and added value
Grows network, fans, evangelists
Must give them something to do- keep it fresh or it dies
Blogging
Things you’ll need to consider
• Who will be that public face?
• Do they have the ability/authority to solve problems?
• Frequency of Updates
• The “reason” to blog
Own Your Own Domain
• Blog can be added on to existing website- ie. www.mydomain.com/blog or www.blog.mydomain.com
• Can make any domain a blog/website
Widgets, Blogrolls and More
Widgets, Blogrolls and More
You can add badges, widgets and other tools to your blog (or regular website) to integrate your social media presence online
When integrating, keep audiences in mind- do you want twitter posting to Facebook and your blog? Your Blog to Facebook?
So.....So.....
Build a group of fans and customers; Make it interactive and fun
Stickiness- 10 rabid fans may be better than 50 who don’t really care
Ze Frank- Give people something to do
Find a way to make a difference- Add Value
Social Media Laboratory
Experiment, Tweek, Try Again
Summing It UpSumming It Up
Taking Aim at Your Goals
Content RulesContent Rules
Books To Help You Figure This Stuff Out
Relevancy
to you, to your Audience
Relevancy
to you, to your Audience
The End
Contact Info:Contact Info:Whitney HoffmanHoffman Digital Media
[email protected]@gmail.comTwitter: @whitneyhoffman, @ldpodcastFacebook: Whitney HoffmanGoogle Voice: (302) 482-4599Mobile: (302) 562-6507
URL: www.whitneyhoffman.com
Whitney HoffmanHoffman Digital Media
[email protected]@gmail.comTwitter: @whitneyhoffman, @ldpodcastFacebook: Whitney HoffmanGoogle Voice: (302) 482-4599Mobile: (302) 562-6507
URL: www.whitneyhoffman.com
Other Important Tools
Other Important Tools
Social Bookmarking: Develop Your Library
Check Out What Friends are Reading
Google Reader- Manage Subscriptions
Be your own Marketing Department
Become an expert
Become a resource
Help out reporters, help out your business
HARO- Help a Reporter OutHARO- Help a Reporter Out
