The Do's and Dont's of Social Media

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Information about The Do's and Dont's of Social Media
Business & Mgmt

Published on July 20, 2009

Author: alex_dc



Social media presentation at Comcast Media Day for non-profits.

The do's and don'ts of social media and how non-profits can make it work Comcast Media Day, July 2009 Alex de Carvalho

“I kept thinking to myself, “I better get on this social networking train soon or it’s going to leave the station without me!” I started going to seminars and workshops on social networking. I met with experts on social media hoping that some of their knowledge would rub off on me resulting in an amazing epiphany! I created a personal page on MySpace, Linked In and Doostang, and then spoke with even more people who seemed to “get it”. And guess what happened? Nothing!” -Brendan Hurley, Goodwill

Alex de Carvalho @alexdc

- South Florida’s web and new media community - Established March 2006 - Over 1,400 members - Monthly meetups average 130 participants

- Third web and new media “un”conference - February 22nd 2009: 806 registered and over 600 attended - Entirely supported by 38 company sponsorships of $300 each

A community for the champions of social media and those seeking to learn - Expand media literacy - Share lessons learned - Adopt industry standards - Promote ethical practices

markets are conversations

Traditional media Newspapers Magazines Television Radio Books CDs DVDs A
photos Physical,
catalogs Yellow

Digital media Cellphones Compact disc Digital video Digital television e-book Internet Minidisc Video games

Social media Blogging Social
Networking Wikis Bookmarking Photosharing Calendaring Tagging Podcasting Microblogging

TOOLS for sharing and discussing

ACTIVITIES combining technology and social interaction

INTERACTION that builds shared meaning among communities

this is the media Blogging Social
Networking Wikis Bookmarking Photosharing Calendaring Tagging Podcasting Microblogging

this is the social

markets are conversations

This is not a conversation

This is not a conversation

This is not a conversation

Interruption marketing

Traditional marketers broadcast “crafted” messages

How advertising / marketing / PR sees us

... unsolicited commercial messages

they might as well talk to the hand

we’re besieged by ads! (and not even my cat likes spam)

do you see the membrane?

Jeep’s website

Logos are just brand identification. A brand is the collective consumer concept of an organization.

links to social networks on Jeep’s website

active community of Jeep aficionados on Flickr jeepexperience/

markets are conversations

David Armano And online, conversations spread quickly from network to network

“Stop treating your database as a sacred collection of data controlled by you and begin to see it for what it has always been: a dynamic record of the engaged community who want to help you achieve your mission.” -Scott Henderson,

Shared experiences

Shared experiences

The market for shared experiences is inexhaustible

Spaces acquire meaning

Social Media is already in your marketing mix whether you like it or not


Questions: ✤ How do people feel about my brand? ✤ What is being discussed? ✤ Who’s talking? ✤ Are they influential? ✤ Is my marketing working? ✤ How do we engage in the conversation?

Listen: track your mentions

Listen: monitor your brand(s)

What should I track? ✤ Key employees ✤ Company name and URL ✤ Issues ✤ Brands ✤ Keywords ✤ Trends

You may be amazed at what you’ll find out ...

Listen, then manage and react to conversations

Dell Ideastorm

My Starbucks Idea


this is the social

Become or hire a community manager

online objective Influence Authority Reputation Identity Credibility Presence

Intel Intel will build credibility among the tough-to-impress IT crowd by putting its engineers out front, rather than a media-trained spokesperson. So far, 150 engineers have been selected to contribute as bloggers on Intel sites and on other tech sites. -ADWEEK, July 2008

“We started with a very small focus and tactical use for Twitter: to get important info out to affected people in the immediate aftermath of a disaster. There was not a single thought towards marketing or even public relations -- it was purely public information no one else was putting out.” -Wendy Harman, Red Cross “If you think of twitter as a public service that your organization provides, rather than a marketing tool, you should be in good shape.” -Claire Johnson, Red Cross

“Suddenly, the marketing solution became clear: Use a common interest to prospect and cultivate fashion conscious shoppers. That common interest: fashion! How could we reach them on a limited budget? Social networking and the internet! Many of the items being sold on the auction site (and in our stores) are vintage and inexpensive contemporary fashions that would appeal to the young professional woman.” -Brendan Hurley, Goodwill

“After only six weeks the blog is averaging over 600 readers a week!! We?re retaining more than 25% of our readers and converting better than 3% into online shoppers. Considering thatthe blog has only been up for about 90 days, we’re obviously very pleased so far with the results.” -Brendan Hurley, Goodwill

Go where the people are Think of it this way. If you are a fisherman you would not fish for the trophy catch in stagnated water. You would need to go to where there is fresh water. That's where the fish are.

The“Conversation Prism” Brian Solis

One step at a time ... • Your first step for professional networking online • Fill out all the sections • Import your email address book to easily find and connect with your contacts already using LinkedIn • Ask for recommendations • Connect with people from your same industry and region • Seek out groups and participate in the discussions • Answer (and ask) questions on LinkedIn Answers • Create polls • Include your blog’s feed and slideshare account • Be a good member and maintain professionalism Remember to: • Include a title • Work the tags • Post to relevant groups • Embed in your blogs • Syndicate to your social networks • Interview people • Short clips • Flip camera • Titles, descriptions and tags • Experiment until you find your style • The Seesmic community • Get your username • Manage your privacy • Place friends and contacts in “buckets” • Connect with more than just friends • Update your status • Include your friendfeed • Upload photos and tag them with your friends’ names • Connect Twitter to Facebook


Measure and count individual units, not just agreggate results

The social web is like water for dolphins

Like water for chocolate

Photo Credits - Creative Commons ✦ Formidable matriarch ✦ Birsay cow ✦ Country living ✦ Begegnung der Lila Art ✦ Seth Godin ✦ Dolphins underwater ✦ puppy ✦ garfield ✦ 70 years of Spam ✦ web 2.0 logos ✦ conversation prism ✦ dinner conversation ✦ talk to the hand ✦ child ✦ hungry fish ✦ seti ✦ attention ✦ community manager ✦ twitterverse ✦ naked pizza ✦ volume ✦ watercooler conversation - horses ✦ india water ✦ watercooler conversations - birds ✦ pickup game of hockey on new year’s eve ✦ pickup game - basketball ✦ 4th street basketball ✦ soccer game ✦ circular mill

The do's and don'ts of social media and how you can make it work for you Comcast Media Day Alex de Carvalho

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