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Social Media course Lecture 2: Twitter & Transparency
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LECTURE 2Tweet Naked & Users of the World, Unite!
THE TWITTER BIO Your bio is searchable within the Twittersphere, meaning you need to
think carefully about keywords. It will show up in search engine results for your name, so it has to represent the true you. It's also how you choose to present yourself to Twitter's 230 million users, so it's worth giving it some serious thought.
Be Specific; use keywords (copywriter, public relations, biologist, etc.). Don't just state you're in a sales role, mention the industry in which you work. If you're a recruiter, what kind of candidates are your speciality? Do you work in marketing? Which industry sector?
Be creative; consider a 1-2 hashtags Don’t look like an automated bio: “Coffee expert. Twitterholic. Internet
advocate. Music aficionado. Wannabe entrepreneur.” gobbledegook PERFECT spelling and grammar Do some research; include your goals / values in your bio Link to your homepage Where are you from? Where do you work? What are your hobbies? What is
your expertise? What are your qualifications?
How to Write a Rockstar Twitter Bio
"The idea behind your bio is that you want to provoke enough interest so that somebody will
follow you back," Mark Schaefer, author of The Tao of Twitter, says. "Be honest and give at
least a hint of what you do in the real world. Then, add something unusual or funny to stand
out. For example, I identify myself as a consultant, author and social media bouncer.
That often starts a conversation!"
TWEET NAKED
Book
WHAT IS SOCIAL MEDIA? “It is about interacting and engaging people, treating people with respect, liking people so they will like you back, and communicating ‘with’ them, rather than ‘at’ them.” – Tweet Naked
“’social media’ means you are socializing…” – Tweet Naked
SOCIAL MEDIA GOALS Take a minute to write down your social media
goals.
What social media outlets would be best for those goals? Take into account your audience, level of interactivity desired, forms of multimedia you are using, etc.
Before Friday, blog this assignment & e-mail me the link for your weekly discussion points (up to 5 points)
ACT RESPONSIBLE The more you tweet, the more time you spend online, the
greater media presence you will have – with great “power” comes great responsibility. People may watch you more closely.
Think before you Tweet: Do I really want my followers to read that? Will this increase my following? Am I providing something of value, whether it’s newsworthy or a
joke? Will it help my brand? Can it hurt me? Damage my business or brand’s reputation? Am I insulting someone or a group of people? Does this belittle or make light of a serious situation? Is this a rumor, lie or gossip? Is this ACCURATE? Are the facts from a credible source? Don’t be the individual or company ridiculed for spreading a myth,
photo-shopped picture, fake video, false information Is this ethical? Transparent? Others??
THINK BEFORE YOU TWEET…
ETIQUETTE Be friendly Don’t be a showoff Don’t sell or pitch (social media is for connecting, building
relationships, networking, creating brand awareness) Don’t automate DON’T get angry (stay professional) DO care – show others you care about who they are &
what they do Give back (prizes, discounts, “follow back,” retweets, etc.) Can you think of any others?
ACT RESPONSIBLE If you perform responsibly on social media, you might be
able to… Crowd source information Ask followers questions to get opinions, feedback on a
project, or other information (this can be VERY powerful) Engage collaboration Start a petition Conduct a poll or survey Discuss your customer service
Ana White invites audiences to share their own stories of building DIY furniture.
SOCIAL MEDIA It’s like being at a party… Do you walk up and start selling a product? Do you ask
them to follow you? Or do you try to say things that are entertaining, alluring, funny, and maybe even try to inform them of something they might find useful or interesting?
DISCUSSIONTransparency & Authenticity:
What stood out to you as the most important points in this chapter?
BEING TRANSPARENT Accurate, timely information Full disclosure A human face, or faces Honesty & Openness are the new “sexy” Being straightforward – drop the clichés Share your corporate culture Share your likes, dislikes, passions, weaknesses Share your successes, be accountable for failures Share your goals, desires, & what you want to achieve Have a transparent profile (bio, real name, picture, etc.) Be consistent Have a 2-way street (retweet customers, respond, engage feedback) BUT have common sense: being inappropriate, taking stands
on controversial issues can harm your reputation. Be consistent & positive.
THE PHOTO Don’ts
OLD photos Prom photos, glamour photos, vacation photos Group photos Artsy or “cute” BEDROOM (ugh!) Glancing over the should
Do’s Clear, well-lit picture Professional headshot Be creative Look into the lens SMILE
OTHER TIPS… Tell STORIES! Share photos, videos of things you love. Solve problems, show your expertise.
USERS OF THE WORLD, UNITE!Reading
THE CONTEXT… “businesses have increasingly less control over the information available about them in cyberspace.” - A.M. Kaplan, M. Haenlein
The old way of managing your “brand”: strategic placement of press announcements, public relations managers
WHEN YOU CAN’T CHANGE WHAT IS SAID ABOUT YOU ON THE INTERNET… What does Wikipedia say about your organization? (Note:
Wiki forbids participation of PR firms)
How do you manage your brand/reputation when you can’t change, or necessarily “manage,” what’s out there?
SOCIAL MEDIA: “a group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content.” - A.M. Kaplan, M. Haenlein
Social media tools vary by their Media richness (amount of information transmitted in a
certain time period) Intimacy (text-message vs. face-to-face) Immediacy (e-mail vs. live chat)
CONTENT COMMUNITIES Content communities (YouTube, Flickr, etc.):
Sharing of media content between users Beneficial use for organizations: YouTube video contests
SOCIAL NETWORKING SITES Facebook, LinkedIn, Twitter, etc. Building relationships Provide useful information LISTEN
PEPTO BISMOL LEARNS FROM SOCIAL MEDIA…Sales of Procter & Gamble’s (PG) Pepto-Bismol had been flat or declining for several years when in 2010, P&G marketers noticed that social media chatter about the pink indigestion reliever was occurring on Saturday and Sunday mornings—presumably after users had overindulged the night before. So P&G decided to try to lure potential customers before their eating and drinking binges by touting the product on Facebook with the upbeat slogan “Celebrate Life.” The result was an 11 percent market-share gain in the 12 months through fall 2011.The company that for generations has meticulously observed customers in their homes as they mop floors, apply makeup, and diaper babies is now listening to their conversations online. And for good reason: The 25- to 54-year-old women who buy the bulk of P&G’s products spend more time on Facebook than typical users. “For us, the real aha! was an incredible ability to listen to consumers much better, much faster, more broadly,” says Alex Tosolini, P&G’s head of e-business. “These days, social media is an integral part of brand building.”– Bloomberg Buisnessweek article by Lauren Coleman-Lochner
USING SOCIAL MEDIA TOOLS: Consider your target audience in choosing tools Align your various social media outlets with one another Cross-post Be consistent: “nothing is more confusing than
contradicting messages across different channels.” Be active
Fresh content Respond to comments in a timely manner “Social Media is less about explaining why your baking
mix, detergent, or shampoo is better than anyone else’s than it is about engaging others in open and active conversation.” - A.M. Kaplan, M. Haenlein
USING SOCIAL MEDIA TOOLS: Allow & Invite “audiences” to engage, contribute, generate content
Find out what your audiences want to hear, want to learn about, etc.
Be humble: allow and accept feedback Blend in too – be a “real” perso BE HONEST. Do not try to “sweep things under the rug.”
VIRTUAL GAME WORLDS Massively multiplayer online role-playing games (World of
Warcraft) Product placement Appealing to video games in ads, etc.
Virtual social worlds (Second Life, etc.) Virtual product sales Marketing research Virtual product placement
