Date post: | 28-Jan-2015 |
Category: |
Social Media |
Upload: | lee-aase |
View: | 112 times |
Download: | 2 times |
Lee Aase Chancellor, Social Media University, Global (SMUG)
April 29, 2013
Social Networking: From Facebook to LinkedIn and
Beyond
Basic Social Media “Food Groups”
Agenda
• The Power of Social Networks
• Stretching Dunbar’s Number
• Facebook: Personal and Professional Applications and Protecting Privacy
• Professional Networking in LinkedIn
• Other Platforms
• Enterprise Social Networking
The Power of Social Networks
The Power of Social Networks
The Power of Social Networks
Dunbar’s Number
Social Networking in Plain English
• Clay Shirky
• Here Comes Everybody: The Power of Organizing without Organizations
• Cognitive Surplus: Creativity and Generosity in a Connected Age
• Clayton Christensen: The Innovator’s Dilemma
• Wikinomics: How Mass Collaboration Changes Everything
For Further Reading...
• Launched Feb. 4, 2004 at Harvard
• Dec. 2004 - Reached 1 million users
• May 2006 - Expands to add work networks
• Dec. 2009 - Reached 360 million users
• Oct. 2012 - Reached 1 billion users
• Now:
• 802 million daily active users
• 1.28 billion monthly active users
• Personal Profile
• Groups
• Pages
Three Ways to Interact in Facebook
• Your universal passport for Facebook participation (and optional for many other sites)
• Real names
• One profile per person
• Control who sees what through privacy settings (more on that later)
Personal Profile
• Clubs
• Informal Associations
• Projects
• Let’s create one!
Applications of Facebook Groups
Facebook Groups
Facebook Groups
Facebook Groups Privacy Options
Facebook Groups
Facebook Groups
Facebook Groups
Facebook Groups
Facebook Groups
• Join the Group
• http://leeaase.me/IBMRCTC
• https://www.facebook.com/groups/421841064619922/
• https://www.facebook.com/groups/IBMRCTC/
• Leave a comment or ask a question
In-Class Exercise
Kinds of Group Activity
• For relatively small or informal organizations
• Ad hoc teams and projects
• Community activism and organizing
• Easy to start and build
• Low barriers to participation
Groups in Review
• For businesses, brands and formal organizations
• Electronic equivalent of Yellow Pages
Facebook Pages
• Only a small percentage will typically see any given post. If your page has 1,000 likes:• April 2012: 160• February 2014: 60• Future: 10-20
• Why? A lack of space in the newsfeed• “On a given day, when someone visits
Newsfeed, there are an average of 1,500 possible stories we can show”
Diminishing Organic Reach
Advertising Options
• Promote page
• Boost posts
• Set a budget
• Highly targetable
• Existing “Fans”
• Friends of Fans and other demographics
Facebook.com/Privacy
On the Fly Post Privacy
Custom Privacy Per Post
Put Your Friends in Lists
Review and Maintain Lists
An Unexpected Result
Privacy Exercise
• Create your Direct Descendants (or similar) list
• Write a Facebook post and share using custom privacy
• Write another post that you share with all friends
• Launched May 2003
• Largest professional network on the Internet with >277 million members (93 million U.S.)
• Particularly useful in B2B context
Making the Most of LinkedIn
• Complete Your Profile
• Join Relevant Groups
• Contribute and Engage
• Request Introductions
Complete Your Profile
Engage in Groups
Group Suggestions
Searching People
Searching People
Searching People
Searching People
LinkedIn Power Tips
Requesting Introductions
LinkedIn Power Tips
Corporate Web Social Traffic
Table of Contents
Before the Makeover
A Better Headline
Edit Contact Info
Pre-Makeover Summary
Updated Summary
• Think Niche - e.g. “Collection Agencies”
• Make language client-benefit oriented
• Join and participate in Groups
• Share generously and with personality
• Create your own group
• Embed your Slideshare presentations and/or videos
Other Key Tips
• Enhance your Headline
• Make your Web links more targeted and descriptive
• Make your Summary more client-facing
In-Class Exercise
• The App
• Photo/Video Backup
• Communities
• Circles, Categorization and Privacy
• Hangouts/Hangouts on Air
• SEO
A Few +1’s on Google+
Communities
The App
Photo/Video Backup
Photos
Circles/Categorization
Hangouts/Hangouts on Air
Google+ and Search
Recent Google+ News
• Lots of potential users due to Android
• Low engagement/time on site
• Technology may be useful in some cases, e.g.
• Hangouts
• Communities
• Worth watching because it’s Google
Google+ in Summary
• Launched March 2010
• Fastest to reach 10 million users
• Overwhelmingly female (>70 percent)
• Extremely “sticky”
Key Points on Pinterest
• Vine
• Purchased by Twitter Oct. 2012
• Six-Second Videos
• See “Fix in Six” by Lowe’s
• Purchased by Facebook in April 2012
• Square photos
• 15-second videos
What about Vine and Instagram?
It’s Not a Land Rush
• You have company-approved tools
• Same basic social networking principles apply
Enterprise Social Networking
Next session is May 8
Content and Conversations: Media Creation and Sharing