social media nonprofits part 1

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Page 1: Social Media Nonprofits Part 1

Part 1: Twitter, Facebook, LinkedIn

http://www.yourpbc.org/socialmedia 1

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Presenters:Presenters:

S. Slade Sundar Monte Lambert Clay Williams

http://www.yourpbc.org/socialmedia 2

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Why are we here?Why are we here?• To Explain Social Media

– From the perspective of a Nonprofit

– How you already have the skills as grassroots organizations.

– How you can use it to leverage the information on your website, print materials, advertising, etc.

– Get you to the tools you need to set up your social media profiles today!

• Become your Social Media PartnersBecome your Social Media Partners– Analogy: Think of Social Media as a party. You will be more at ease when you 

see “your friends”(us) at the party. You can chat with us, and we will introduce you to other people.

• Help you promote your organization through our social media presence.

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What will we Cover?What will we Cover?

• Social Media Basics

• Twitter

• Facebook

• LinkedIn

• Social Media Policy

• Social Media Privacy

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A project of the Community Foundation for Palm Beach & Martin Counties

• Hyperlocal Community Information– Powered by Palm Beach County nonprofits you to connect with Palm Beach 

County residents, volunteers and donors utilizing the latest communication technologies.

– “Digital Public Square” allows for conversations, resource, news and event sharing. 

• Why YourPBC?– It’s free – and we’re currently looking for contributing partners.

– By contributing on YourPBC nonprofits will come across louder and clearerBy contributing on YourPBC, nonprofits will come across louder and clearer about who they are and what issues matter to the community. 

– No more “blind submitting” to the news entities hoping that your cause is “news worthy”. You let the community decide what is newsworthy, not an 

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editorial board.

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A project of the Community Foundation for Palm Beach & Martin Counties

• Knight Information Challenge Participant– Part of the “Knight Community Information Challenge”

– First of the Challenge to launch most expansive in featuresFirst of the Challenge to launch, most expansive in features.

– Differs from other Knight Challenge Participants in that we allow a centralized database of related resources to educate the community on issues.

• Beta to Full Launch• Beta to Full Launch– Trial Beta Launched in May 2009

– Currently at 24 Content Partners and growing

– Full Marketing Launch expected early 2010

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Forte Interactive – Who We Are

• History– Helping businesses and nonprofits do business for more than a decade.

• Some Statistics• Some Statistics– Ranked in the Top 10 Web Developers in South Florida by SFBJ

– 19 Employees in downtown West Palm Beach

– Over 300 clients nationwide

– In 2008 alone, Forte’s applications processed over $300 Million in ecommerce transactions

l ’ f l $ ll– Currently, Forte’s custom software solutions manage over $750 Million in financial assets

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Forte Interactive – What We Do

• For Businesses– Website Design and Development

– Ecommerce ApplicationsEcommerce Applications

– TrustedPartner Content Management Solutions

– Custom Software and Database Applications

• Some names you may recognize• Some names you may recognize:– NBC Local Media

– Florida Crystals

– Biomet 3i

– Oxbow

– Ocean Reef Club

http://www.yourpbc.org/socialmedia

– magicJack, Snuggie, ShamWow, and 200 other made for TV products

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Forte Interactive – What We Do

• For Nonprofits– Custom Web Applications

– TrustedPartner Nonprofit Edition (NPE)TrustedPartner Nonprofit Edition (NPE)• Website Design and Development

• Online Fundraising and Donor Management

• Event Registration and Planning

• Membership Management• Membership Management

• Social Networking Integration

• Video, blogs, email campaigns and more…

• Some names you may recognize:Some names you may recognize:• United Way of Palm Beach County

• Palm Healthcare

• Family Central

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• Children’s Services Council

• Many more…

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Social Media ReachSocial Media Reach

• It took radio 38 years• 13 years for TV

How long to y

• The Internet only 4 years• iPod 3 years

long to reach 50  • iPod 3 years

• Facebook signed up 100 million users in 9 months

million ? million users in 9 monthsusers?

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Interesting StatsInteresting Stats• 24 of the 25 largest newspapers are experiencing record declines in 

circulation because we no longer search for the news ‐‐ the news finds us.

• By 2010, Gen Y will outnumber Baby Boomers ‐‐ 96 percent of y , y pthem have joined a social network.

• The fastest growing segment on Facebook is 55‐ to 65‐year‐old femalesfemales

• 1 out of 8 couples married in the U.S. last year met via social media. 

• 25 percent of search results for the world's top 20 largest brands are links to user‐generated content. 

• 80 percent of companies use LinkedIn as their primary tool to find 

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p p p yemployees

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What is Social Media?What is Social Media?• A New form of Media

– Old Media: Any one‐waymass communication (newspapers, tv, radio);

– Paid Media

– Corporate Generated Content

– Social Media: Any two‐waymass communication tool, or service that allows any individual to publish digital content and interact/share with others. 

– Free Media

– User Generated Content

• Grassroots +– Social Media is a digital extension of what nonprofits have done for decades,Social Media is a digital extension of what nonprofits have done for decades, 

grassroots marketing.

– Making personal connections, talking about your cause, getting followers, fans, supporters and donors.

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– Social Media allows you to still be “grassroots” and expand your reach!

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What Can Social Media Do?What Can Social Media Do?• Build Brand Awareness / Brand Equity

• Improve public and media relations

• Deepen connections with supporters

What Can’t Social Media Do?What Can t Social Media Do?• Effectively Fundraise

• Reduce personnel costs

• Take the place of Marketing/Advertising

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How many Social Media Sites 

are there?are there?

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So how does it all work?

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M i !Magic!

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The EndThe End.Thank You for Coming!

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If only it were so simple…

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Social Media Interaction

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L t’ B il it d t thLet’s Boil it down to the Big 3 For Nonprofits.g 3 o o p o ts.

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The Big 3g

LinkedInTwitter Facebook

Social PlatformCommunication Social Networki• Friends

• Family • Business

• Discussions• Trends • Breaking news

• Business• Updates• Colleagues• Business• Breaking news • Colleagues

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How to Use The Big 3 Strategicallyg g y

LinkedInTwitter FacebookTreat as a crowd:• Find new supportersU d t i ti

Treat as Small Group:• Engage True believers!• Volunteering info

Treat as an individual:• Update Collegues on your activities within• Update existing 

supporters• Get the word out!• Have short dialogues

• Volunteering info, updates, events• Get the word out and have your fans help out

your activities within your organization.• Professional Expertise sharing

•Update:• Multiple Times/Daily

•Update• Weekly/Every 2 Weeks

•Update•Every Few Months

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Twitter

Tweet!

A little bird told me…

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Twitterwww.twitter.com

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TwitterWhat is Twitter?

Microblogging:Sh th ht i 140 h t l ( t t)• Share thoughts in 140 characters or less (a tweet)

• Started as a way to share trivial thoughts

• Now used to share information and have short meaningfulNow used to share information and have short meaningful conversations.

Word of Mouth:

– Each follower has their own followersac o o e as e o o o e s

– Potential reach is exponential!

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TwitterTwitter Speak• @username. This is a Twitter user name.• RT (Retweet). This means they’re forwarding alongRT (Retweet). This means they re forwarding along someone else’s tweet to their followers.

• #Acronym.  This is a hashtag system where people can categorize their tweets to help others search for themcategorize their tweets to help others search for them.• Use #yourpbc to get your news directly to us!

• DM (Direct Message). This means send a private message to an individual account.

• Tweetup. Meeting of people who twitter about similar topics. For example #pbctweetup and #pizzatweetuptopics. For example #pbctweetup and #pizzatweetup

Visit the “twictionary” for more twitter terms!

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TwitterTwitter Speak Example

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TwitterPotential Reach

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TwitterUse Twitter to

Outgoing:Sh i f ti b t i ti– Share information about your organization

– Create a network of supporters

– Ask questions to get instant and honest feedbackAsk questions to get instant and honest feedback

Incoming:– Keep up with topics as they happenKeep up with topics as they happen

• Gain Insights from experts and colleagues

• Stay up to date (industry/biz/news/trends) in short bursts (vs long e‐mails)

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TwitterTwitter Best Practices

Posting:

• 30/40/30:• 30% self promotion (but be creative gosh darnit!)

• 40% promoting others in related industry (retweet!)

• 30% your personality (hopefully you are interesting)

• Include Links as much as possible!• Use link shorteners first! (Bit.ly, tinyurl.com)

• Don’t overtweet!• Constant updates are good, but avoid the dreaded Bli T

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BlitzTweet (multiple tweets in row)!

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TwitterExample 30/40/30:

Info / Self Promotion

Promote Otherso o e O e s

Self Promotion

Promote Others

Personality/Fun

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TwitterNotice the Links?

Info / Self Promotion

Promote Otherso o e O e s

Self Promotion

Promote Others

Personality/Fun

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TwitterAccount Best Practices:

• What’s your name/brand?– Keep it identifiable and short!

• @YourPBC, @Forteweb

• Icon: – Avatar, logo or you?

• Page– Utilize background pagesg p g

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TwitterExample @ForteWeb

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TwitterExample @YourPBC

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TwitterFollow and get Followed!

Where to start?– @yourPBC, @fortewebIndustry leaders– Industry leaders

– Reporters– Who your colleagues follow– Organizations 

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TwitterSearch for More!• Go to 

search twitter comsearch.twitter.com

• Search for a term for your industry

• What do you learn?

– Possible Partners

– Bloggers

– Thought Leaders

– Best Practices

– Events

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TwitterTweet Management

• Managing Twitter should not take all day!

• Schedule time to:– Search through tweets/RT others – 10 minutes

– Build your follower base – 5 minutesBuild your follower base  5 minutes

– Remove spammers – 2 minutes

– Actively tweet – as topics/ideas come upActively tweet  as topics/ideas come up

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TwitterTweet Management tools• http://twhirl.org, http://bit.ly, http://tinyurl.com ‐ auto shortens links

• www.twitthis.com ‐ posts what you read with a clickp y

• www.twitterfeed.com ‐ links your RSS feed or blog to Twitter

• http://twitpic.com – Share photos on twitter

• http://twtpoll com Create polls through twitter to get instant feedback• http://twtpoll.com – Create polls through twitter to get instant feedback.

• http://twtvite.com/ an event manager tool that helps you organize “Tweetups” and make meaningful “real” connections through social mediamedia.

• http://qik.com/ – live video from your mobile phone – great for on the scene reporting!

d k All i i d k li i• www.tweetdeck.com – All‐in‐one twitter desktop application

• www.hootsuite.com – All‐in‐one twitter web‐based application

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TwitterMy TweetDeck Screenshot

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Twitter

Twitter QuestionsTwitter Questions

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Facebookwww.facebook.com

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Facebook

What is FacebookWhat is FacebookSocial Network

A social networking site allows users to connect and share informationA social networking site allows users to connect and share information.  

Think ‐ family reunion,  high school reunion, or a cocktail party 

without the limitations of space or time.

• It allows users to post online profiles (including photos, information about themselves, etc.) and then connect to other users who share the 

i isame interests, experiences, etc. 

• Fun Fact: Facebook was originally created at by a student (Mark Zuckerberg) at Harvard to provide an online way for students to find one another. Basically an online version of Ivy league printed “face books”

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Facebook

Facebook FeaturesFacebook Features• Facebook status message

• Integration with social media

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Facebook

Facebook FeaturesFacebook Features• FacebookWall

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Facebook

Facebook Best Practices:Facebook Best Practices:Don’ts

• Don’t “friend” people you have not interacted with before• Don t  friend  people you have not interacted with before. 

• Don’t overuse your status updates

• Don’t upload embarrassing photos of yourself, coworkers orDon t upload embarrassing photos of yourself, coworkers or anyone else.

Do’s

• Do post interesting links

D i t t ith l d t th i• Do interact with people and comment on their links/statuses/pictures

• Do set up your privacy settings!

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p y p y g

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Facebook

Facebook Fan Pages:Facebook Fan Pages:Raise Awareness 

– Facebook Ads promote your organization or programs and can be highly targeted to a demographic, region, network or by interest keywords

– News Feed helps your organization or programs get discovered virally by our users

– Notes are great to blog about your organization's recent activities

Posted Items allow you to share relevant links– Posted Items allow you to share relevant links

Mobilize Communities – Facebook Pages help you connect with an audience

– Groups help you build a strong communityGroups help you build a strong community

Organize Events – Events are easy to plan and help you mobilize volunteers and activists

Increase FundraisingIncrease Fundraising – Causes allows you to raise money and recruit donors through Facebook

Source: http://www.facebook.com/nonprofits

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Facebook

Example: ForteExample: Forte

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Facebook

Example: YourPBCExample: YourPBC

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Facebook

Create a Facebook PageCreate a Facebook Page

• Visit the Facebook PageVisit the Facebook Page Creation area:

facebook.com/pages/create.php

• Select Non‐Profit

• Add information about your organization

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Facebook

Facebook QuestionsFacebook Questions

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LinkedIn

Are you LinkedIn?Are you LinkedIn?

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LinkedIn

What is LinkedIn?What is LinkedIn?

• Business NetworkingBusiness Networking• LinkedIn is an interconnected network of experienced 

professionals from around the world, representing 170 industries and 200 countries. You can find, be introduced to, and collaborate with qualified professionals that you need to work with to accomplish your goalsneed to work with to accomplish your goals. 

• Connects the world’s professionals to make them more productive and successful!them more productive and successful!

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LinkedIn

Use LinkedIn toUse LinkedIn to

• Manage the information that’s publicly available about you as professional g p y y p

• Find and be introduced to potential clients, service providers, and subject experts who come recommended 

Create and collaborate j h d h fil d l• Create and collaborate on projects, gather data, share files and solve problems 

• Be found for business opportunities and find potential partners 

• Gain new insights from discussions with likeminded professionals in private group settings 

• Discover inside connections that can help you land jobs and close dealsDiscover inside connections that can help you land jobs and close deals 

• Post and distribute job listings to find the best talent for your company

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LinkedIn

Latest LinkedIn FactsLatest LinkedIn Facts

• LinkedIn has over 44 million members in overLinkedIn has over 44 million members in over 200 countries and territories around the worldworld. 

• A new member joins LinkedIn approximately every second and about half of our membersevery second, and about half of our members are outside the U.S. 

E i f ll F 500 i• Executives from all Fortune 500 companies are LinkedInmembers. 

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LinkedIn

Small World PhenomenonSmall World Phenomenon 

• Kevin BaconKevin Bacon – Degrees of Connection

Utilizing the Connection– Utilizing the Connection

– Growing the Connection

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LinkedIn

LinkedIn RecommendationsLinkedIn Recommendations

• How to get recommended?How to get recommended?– Chris Brogan: “Recommend someone!”

• A reputation engine• A reputation engine

• Share your business knowledge

• Effective recruiting tool

• Recommendations: A double‐edged swordg

http://www.chrisbrogan.com/elements‐of‐a‐good‐linkedin‐recommendation/

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LinkedInPotential Reach: 

25 connections could reach 100,000 depending who you know!

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LinkedIn

Link to othersLink to others

• Search your industrySearch your industry

• Invite contacts from email accounts

S i h k f f l• See connections you have – ask for referrals

• Search funders and donors

• Build rapport for your organization – list accomplishments p

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LinkedInSearch for Contacts: Search for Contacts: 

i ilUsing your Email Contacts

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LinkedIn

How to get to 100%How to get to 100%

Profile Completion Tips:Profile Completion Tips:

The more you list, the more likely past connections can find you!

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LinkedIn

LinkedIn Profile...LinkedIn Profile...

• SnapshotSnapshot– Your snapshot features an overview of your name, location, current title, past positions, education, recommendations, and links to your websites. Think of it as your next‐generation business card.

• Status• Status– Your status message allows you to share professional updates with your network.p y

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LinkedIn

LinkedIn Profile…LinkedIn Profile…

• Public ProfilePublic Profile– This is what appears in Google search engines. Click “Edit Public Profile settings” to control which parts your profile will be visible to search engine users. 

• Summary i f i l i d l– Summarize your professional experience and goals 

• Experience

d i• Education

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LinkedIn

LinkedIn Profile…LinkedIn Profile…

• Additional InformationAdditional Information– Give users more insight into your professional qualifications by providing the following:

• Websites: link to a personal blog, company website, etc 

• Interests: list the things that you enjoy doing, learning about, etc 

• Groups and Associations: either list professional organizations or p p gdisplay badges of LinkedIn groups that you are a part of 

• Honors and Awards 

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LinkedIn

LinkedIn Questions?

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Social Media Policy

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Why Social Media Policy ?Why Social Media Policy ?

• The line between personal and professional isThe line between personal and professional is becoming blurred online.  Having a policy helps mitigate some of the gray area.

• If you don't have guidelines, employees may not know what's appropriate for the organization and what's not.

Source: http://marketingmystic.wordpress.com/2009/03/23/why‐every‐company‐needs‐a‐social‐media‐policy/

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SMP BasicsSMP Basics

• Implied Agency: When employees use social media their actions, p g y p y ,writing and content are not only a reflection of themselves but also the company they work for. 

• Append your Code of Conduct. Social Media should simply beAppend your Code of Conduct. Social Media should simply be considered another communication channel.– Employees wishing to engage in open social media/networking should follow 

this Code of Conduct:• “Beware of your association with the organization with your own online social 

networks, including your personal Facebook account, blog, or twitter. If you identify your employer, ensure that your profile and related content is consistent with how you wish to present yourself with colleagues and clients ”you wish to present yourself with colleagues and clients.

– This applies to all User Generated media (video, photos, blogs, wikis) in the public domain (and real life too).

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SMP Basics (cont )SMP Basics (cont.)

• Give employees the chance to disconnect their social media p yselves from the organization by helping them set up privacy on their social media sites.

M k h t li t f h t i ti WILL t lk b t• Make a short list of what your organization WILL talk about via social media. Stick with it. 

• Live your brand across all networks (including offline).y ( g )

• A good rule of thumb is, if you don't want it appearing on the front page of the newspaper, don’t post it.

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SMP Best PracticesSMP Best PracticesDo’s:

B C t T lk h ld lk k d b• Be Courteous – Talk the way you would talk to coworkers, do not be confrontational.

• Be Helpful – Offering tips, tricks & how‐to’s goes a long way.

• Be Conversational – Chat as you would with a stranger at a networking event. Be interesting.

• Be Transparent Di l th t k f th i ti h• Be Transparent – Disclose that you work for the organization when speaking on topics dealing with your organization.

• Add Value ‐ Provide worthwhile information and perspective. 

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SMP Best Practices (cont )SMP Best Practices (cont.)Don’ts

D ’t Sh S t R b d NDA If ’• Don’t Share Secrets – Remember, you are under an NDA. If you aren’t 

sure you can disclose something, just don’t do it.

• Don't be Vulgar – Social media is no place for vulgarity.g p g y

• Don’t Bad Mouth ANYONE – Keep that mouth clean & avoidslamming people, companies and YOUR OWN ORGANIZATION.

D ’ F D J b• Don’t Forget your Day Job – Social Media can consume you, but don’t forget who pays your salary. 

http://www.hightechdad.com/2009/05/11/crafting‐your‐companys‐social‐media‐policy/

http://www.ibm.com/blogs/zz/en/guidelines.html

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TwitterSMP Twitter PrivacyProtect your tweets (can be set up in settings)• Your updates will not be in the main twitter stream.• Beneficial if you want to have a separate online presence with few 

friends, etc.• Warning! Even if your tweets are protected, those who you allow to 

f ll till RT t t ! S b f l b t h ’follow you can still RT your tweets! So be careful about who’s following you and what you say!

If you are using it as a personal account and want to remain private:If you are using it as a personal account and want to remain private:• Use a name other than your full real name• Do not indicate your organization’s name or website on your profile 

page • Unless specifically to acknowledge that you are not speaking as a 

representative.• Do not allow news organizations to follow you! (they are looking for 

news!!)

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Facebook

SMP Facebook PrivacySMP Facebook Privacy 

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Facebook

SMP Facebook PrivacySMP Facebook Privacy 

1 Create Friendlists Go to “Friends” and from1. Create  Friendlists. Go to  Friends , and from the left hand column select “create”

2. Decide how to Categorize. Separate people into lists based on how you know them. Personal friends, work friends,etc.

3 Add F i d t Li t S l t li t d b t h3. Add Friends to Lists. Select a list, and batch add friends to that list, or select individual friends and add them to each list.

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Facebook

SMP Facebook Privacy1. Go to Privacy. Select privacy 

from the top right and then

SMP Facebook Privacy 

from the top right, and then “Profile.”

2. Decide which Groups see ec de c G oups seeWhat. Depending how you use your profile, select what areas of your profile you wish to toggle.

3. Create Custom Settings. Select settings and which friend lists can see certain things such ascan see certain things such as status, photos, videos, and your friends.

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What happens in VegasWhat happens in Vegas…Stays on YouTube, Flickr, Twitter, 

F b kFacebook.

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Your Personal To Do ListYour Personal To Do List

VisitYourPBC.org/socialmediaVisit YourPBC.org/socialmedia• Download this presentation

• Post your organizations’ twitter username and facebook• Post your organizations  twitter username and facebookfan page link in the comments section. We’ll add you to ours.

• Post your additional questions/comments in our comments area

• Tell us how horrible or wonderful we did today!• Tell us how horrible or wonderful we did today!

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Upcoming Free SeminarsUpcoming Free Seminars• Twitter Advanced – November 2009 (Date TBD)

How to effectively tweet in 140 characters or less– How to effectively tweet in 140 characters or less

– How to get Retweeted and #Hashtag trending

– Twitter Tools Walk‐through: Tweetdeck & HootSuite & Mobile Apps

– Twitterfeed – Set up automatic updates for Twitter

– Advanced Following Strategies – Get quality followers!

• Facebook Advanced – December 2009 (Date TBD)– Facebook Fan Page Administration/Privacy

S i d f F b k P– Set up automatic updates for your Facebook Page

– Integrate Facebook with Twitter

– Facebook Tools Walk‐through: Mobile Apps

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Five SMP Questions

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Links / ReferencesLinks / References

• http://www chrisbrogan com/elements of a good linkedin recommendation/• http://www.chrisbrogan.com/elements‐of‐a‐good‐linkedin‐recommendation/

Chris Brogan is President of New Marketing Labs, a new media marketing agency, and home of the Inbound Marketing Summit conferences and Inbound Marketing Bootcamp educational events. He works with large and mid‐sized companies to improve online business communications like marketing and PR through the use of social software,

h // h bl /2009/06/25/f b k /• http://mashable.com/2009/06/25/facebook‐cause‐pages/

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