Social Media Overview 2016 ... and 10 Social Media Rules

Social Media Overview | August 2016 | about.me/lauraleedooley

Social Media Overview 2016 …. . .and 10 Social Media Rules

Laura Lee Dooleyabout.me/[email protected]


SOCIAL• relating to or involving activities in which people spend time

talking to each other or doing enjoyable things with each other

• liking to be with and talk to people : happy to be with people

• of or relating to people or society in general



Peter Cho

ambient awareness … and presence


Current Listening Posts

http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg… organizing online conversations …


Social media

is all about relationships, trust, and interaction.


People like doing business with people they know …… and love doing business

with people they trust.


TRUST is personal . . . requires risk-taking . . . about relationships, not

transactions . . . based on being willing to put the other’s needs first.


Regular employee

Government official

CEO

Person like yourself

NGO representative

Technical expert in company

Financial or industry analyst

Academic or expert

34%

43%

50%

43%

47%

64%

53%

70%

50%

20%

38%

65%

50%

66%

46%

68%

50%

36%

53%

61%

51%

67%

51%

69%

52%

36%

43%

62%

52%

66%

53%

67%

48%

33%

41%

57%

50%

63%

50%

64%

52%

35%

49%

63%

48%

67%

53%

64%

201620152014201320122011

Voices Most Trusted

Source: Edelman Trust Barometer 2011-2016


5 attributesthat drive users to insist on specific brands

Awareness

Acce

ssib

ility Value

EmotionalConnection

Releva

nt

Differentia

tion

Building and sustaining trust

Based on Creating Brand Insistence by the Blake Project, 2007


Rela

tions

hips

Information Seeker

Repeat Visitor

Marketer

Ambassador, Evangelist

Partners, Donors

Actio

n

Trus

t


Regardless of channel, voice, or country …

… a majority of people need to hear the same message 3-5 times to believe it.

1 time; 5%

2 times; 14%

3 times; 35%4-5 times; 28%

6-9 times; 6%

10+ times; 13%

Source: Edelman Trust Barometer


Social Media Benefits

• Establish credibility and trust• Build communities of interest• Share and gather resources• Participate in the online conversation• Encourage action• Drive traffic• Leverage mobile access• Expand the reach of your content (Content is KING!)


10 Social Strategy Rules


Social Strategy Rule #1.DO IT!

Photo credit: flickr/qwrrty

Be present or be invisible. ignored. unheard. passed by. distrusted.

Social Media Overview | August 2016 | about.me/lauraleedooleySource: Pew Internet

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

12%

41%

56%

72%

86%

78%80% 83%

88%84% 90%

8%6%

17%

27%

44%

53%

60%67%

73%77%

77%

5% 3%

6% 9%

22%

33%

37%

43% 52% 52%51%

2% 1% 2% 7%11% 13%

19%26%

27%

35%

7%

11%

18% 25%

38%

46%50%

55%

62%

62%

73%

18-29 30-49 50-64 65+ All Adults

Social Networking Site Use by Age Group, 2005-2015% of Internet users in each age group who use social networking sites


Photo credit: flickr/xslim

“Seek first to understand, then to be understood.”Stephen Covey (Habit 5)

Social Strategy Rule #2.Listen First



Social Strategy Rule #2.

Listen First!


10. Complaint9. Compliment8. Problem7. Question of inquiry6. Campaign impact5. Crisis4. Competitor3. Crowd2. Influencer1. Point of need


Social Strategy Rule #3.Develop a Roadmap

Photo credit: flickr/Editor B

Begin with the end in mind. Mental creation precedes

physical creation. Stephen Covey (Habit 2)


Social Strategy Rule #3:Develop a Roadmap – Long-term

• IMPACT & OUTCOMES. What is your goal ?– How do you want to make a difference?– Connecting, learning, sharing, building a support network, other?

• SOCIAL CIRCLE. Who are your audiences?– Who do you want to listen to? Who do you want to share with?– You don’t need to connect with everybody

• CONVERSATION & VOICE. What is your message?– What do you have to say? What is your elevator pitch?– In social media you are selling an idea AND yourself!

• TOOLS AND TACTICS. What resources will you use?


Social Strategy Rule #3:Develop a Roadmap – Long-term

• SOCIAL MEDIA POLICY– Employees using social media (and the internet) are

representatives of your organization.– To safeguard employee and employer interest there should

be a policy covering expectations.– Resources:

• http://socialmedia.policytool.net/• http://www.slideshare.net/wharman/social-media-handbook-for-

red-cross-field-units


Social Strategy Rule #4.Go Where Your Audience Is

Photo credit: flickr/stignygaard

If you build it, they won’t necessarily come.


Facebook FB Messenger WhatsApp Twitter LinkedIn Google+ Pinterest Instagram

1,590

9001,000

320

100

540

100

500

Top Social Networksby millions of active users



• CURRENT information• Google yourself• Review privacy & change

passwords periodically

Social Strategy Rule #5.Keep Your Profile Updated


Photo credit: flickr/waltstoneburner

“ No man is an island entire of itself; every man

is a piece of the continent, a part of the main...”

John Donne (1572-1631)

Social Strategy Rule #6.

Build Your Social Circle


Social Strategy Rule #6.Build Your Social Circle

Profile pic, title, organization, URL,

location, bio. Do you know them?

Do they follow you? Have they

@mentioned you or shared your content?

Who do they follow? Are they active in

conversation?

Who follows them and shared their

content? What do they post about?

Objective

Inferred

General Issue-Specific


Social Strategy Rule #7.Establish Your Brand

It is not about you.It is about the valueyou bring to others.


Online Brand Elements

• Appearance• Areas of Interest• Areas of Knowledge• Skills and Abilities• Communication Style• Community Size• Community Engagement


Personal branding

I’m interested in …

I talk a lot about …

I’m an expert on

…

I have info about …

I like to …

I hang around with …

I’m good at …


Words


Social Strategy Rule #8.Know Your Community

Who are your …• Fans• Followers• Readers• Repeaters• Subscribers• Advocates• Free agents


Uses social media tools to organize, mobilize, raise funds, and communicate with constituents but outside of institutional walls.

Source: The Networked Nonprofit. 2010. Beth Kanter and Allison H. Fine.


Pre-contemplation Contemplation Action (Maintenance)Positioning – where audience is now vs. where you want them to be


Social Strategy Rule #9.Take Time to Engage

“It’s not enough to be busy, so are the ants. The question is,

what are we busy about?”Henry David Thoreau


Social Media Time Management

Tota

l Tim

e Co

mm

itmen

t

Source: Amber Naslund. 2010.


Social Strategy Rule #10.Measure and Track

“Measurement is your map, and metrics are your

signposts.”Beth Kanter,

Katie Delahaye Paine


Some Basic Metrics• Growth – friends, followers, fans, connects, subscribes• Twitter – shares, retweets, mentions, clickthroughs• Facebook – shares, likes, comments, messages• LinkedIn – shares, comments, views, clicks, likes• YouTube, Slideshare, Flickr, Vimeo – views, embeds,

comments, favorites• Email, RSS feeds – opens, views, clickthroughs• Social bookmarking – saves, likes• Google – pageviews, visits, time on page, shares,

connects


Social Media Strategy Framework

1. Do it!2. Listen First3. Develop a Roadmap4. Go Where Your Audience Is5. Keep Your Profile Updated6. Build Your Social Circle7. Establish Your Voice8. Know Your Community9. Take Time to Engage10. Measure and Track


Questions?

Laura Lee Dooleyabout.me/[email protected]

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Social Media Overview 2016 ... and 10 Social Media Rules

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