social media tools - twitter, facebook and linkedin 101

By Nick Armstrong :: @ImNickArmstronghttp://www.IAmNickArmstrong.com

Twitter Basics140 characters of pure awesomeness

Thursday, August 18, 11

http://twitter.com/imnickarmstrong










http://www.IAmNickArmstrong.com











http://www.iamnickarmstrong.com































Hi - I’m Nick!

I’m 25

2 awards for web design in Colorado state-wide competition

Doing web design for 13 years


What We’re Covering:

Twitter basics

Account creation, optimizing, best practices, finding followers, metrics and stats, tools

LinkedIn basics

Optimizing your profile, search results, metrics and stats

Facebook basics

Page vs Profile, Privacy, Optimization, Separation of Content

Social Media Strategy for Business basics

Toolkits, Teams, and Optimization, $


What is Twitter?

One-to-Many instant messaging

140 character messages or less - called a Tweet

Each user has a username and avatar (picture)

“Follow” users to see their Tweets

Messages appear in the Main Feed (AKA Stream, Timeline)


5 Reasons Twitter is Useful

1 - Potential for huge Word of Mouth promotion

2 - Potentially improved customer service

3 - Incredibly fast information gathering

4 - Easier Online Reputation Management

5 - Improved Google Rankings

... but - it depends on how you use it!


No More Excuses...

Social media is a participation-based culture.

You have to participate to get the most value.

But, how much, how often, and how long you participate

is entirely up to you.

Source: http://www.flickr.com/photos/furiousgeorge81/177926979/


http://www.flickr.com/photos/furiousgeorge81/177926979/

http://www.flickr.com/photos/furiousgeorge81/177926979/

Only Have 5 Minutes?

Yes, you can have a useful exchange using social media tools if you only have 5 minutes.

Nobody cares what you had for breakfast.

They care about VALUE you contribute.

Value is subjective.


Setting Up Your Account


Setting Up Your Account

Go to www.Twitter.com

Click on “Sign up now”

Enter your full name

Enter a descriptive username

Enter a strong password

Enter your common email address

Answer the captcha, click on “Create my account”

Follow the steps to find friends or skip ‘em for later


http://www.Twitter.com

http://www.Twitter.com

Sweet!Okay, now what?


Tweet, of course!But about what?

Where the Tweet came fromHow long ago something was tweeted

The home feed

Mentionsfeed

# of people you are following

# of people following you

Your avatar and username

How many characters you have left (140 is the limit!)

Username and avatarClick on either to go

to this person’s profile

New tweets sincethe page loaded Your last tweet

Someone’s username(this is a mention)

The retweet feed

# of lists you’re featured on

Favorite this tweet(publicly visible!)

“New”retweetReply to this tweet (creates a link)


What’s in a Tweet?

@ signifies the next word is a username

@’s are used in @ Replies and ReTweets

# signifies the next word is a hashtag

d and a space, then a user name sends a direct message


@ RepliesIf a Tweet starts with @ - it is an “at reply”.

You can click on an @UserName to go to that person’s profile.

Whenever your name appears in an @ reply, it appears in your mentions feed (the menu option that has @YourUserName)

Example: “@LeoLaporte Hey Leo - caught your show - it rocks!”

Only my followers (people who follow @ImNickArmstrong) who also follow @LeoLaporte will see the tweet.

If you put more than one username, they will see the tweet too. Example: “@LeoLaporte @AmberMac - Rock on.

@ Replies


Direct Messages

Direct Messages sent to you are only seen by you.

Direct Messages sent by you are only seen by the person you sent it to.

You can send a direct message to only one person at a time.

You can’t send a direct message to someone who isn’t following you.


Old-Style ReTweets

ReTweeting is sharing someone else’s Tweets with your network. It’s a cool way to show respect on Twitter!

“RT” and “via” are synonymous

Copy and Paste the text you want to share, and type RT @UserName at the beginning or the end of the Tweet - where username is the name of the original author (@TheVanguard here)


“New” ReTweetsExposure to Tweeps you don’t know!

Click here

Ron retweeted this to his followers(even if they’re not following me)


Hashtags and SearchesWhen you add # before a word, it becomes a Hashtag.

Any tweet with that Hashtag in it appears in the results when you search for that tag.

Hashtags (and terms) are searchable on Twitter. If a LOT of people tweet that hashtag (or term), it becomes a trending topic and is listed on Twitter.com and your sidebar.

You can Google search to see what a hashtag means.


SearchesLike the CIA, only less scary...

Enter search term here


Your Home Feed

The Tweets from everyone you follow appear here. Your Tweets will appear here, too!


Your Mentions Feed

This is the “@YourUserName” menu item.

Any tweet that has your @UserName in it will appear here.


You can Favorite Tweets.Come back to them later, share them, make a

highlight reel - whatever feels right.

When you mouse overa Tweet, three icons appear.

One is for replying, one is for “new” RTs

the other is for Favoriting. Click on the star to favorite.

Your favorites appearin their own feed.

These are visible to anyone.


Adding Location

Adding Location to your Tweets can be fun, but also quite dangerous if you have a stalker.

Adding location adds a clickable link to a Google map of your location.

Turn these on and off in Settings:


ListsCreates a custom stream of just the users on the list.

You can be added to a list without your permission or knowledge.

People can follow your public lists.


Create a New List

Click on “New List” on the sidebar

Give the list a name

Describe the list (helpful for SEO)

Determine if the list is public or private

Private lists are only seen by you


Follow a List

Find by clicking on “Lists” from a person’s profile.

Follow just like you’d follow a person.

Click here to follow


See Where You’re ListedStreet Cred++

Click here

Lists you’re on Lists you’ve made or follow


What list feeds look likeClick on the list you want to see from your sidebar


Basic Info

Use your real name - you’re easier to find!

Don’t change usernames often.

People will search for you using your e-mail address, so use your most common one.


Basic Info - Part 2

Put your website into the More Info URL

The One Line Bio should have specific keywords you want associated with you - web designer, for example.

Use a SPECIFIC location! City and state. You’ll be easier to find.


Add a Profile Picture

Your smiling face works best!

Try to use the same avatar across all your social media accounts


Be Sure To ChangeYour Background/Theme!

Try http://tweetygotback.com/


http://tweetygotback.com

http://tweetygotback.com

Protecting Your Account

Only people you approve will be able to see your tweets

Not valuable for SEO

Harder to gain a following


Finding People to FollowIf you know their username, go right to their page and click on the “Follow” button.

You can use your existing networks (Gmail, Yahoo!, and AOL) to find Twitter friends.

You can also use the Search function by clicking on “Find People”.

WeFollow.com, MrTweet.com, Twitter.Grader.com


Managing your FollowersIt’s okay to unfollow if you get tired of someone.

It’s okay to block people you don’t want to follow you.

Find a spammer? Click “Report @SoAndSo for spam”!

No notifications are sent when you block, unfollow or report for spam.

Don’t feel compelled to follow back everyone who follows you.

Look for the “Verified Account” logo on celebrities’ profiles. Not there? It’s probably a fake.


Twitter Software

Desktop: TweetDeck and Seesmic

Web: HootSuite, Seesmic

Phone: Tweetie, TwitterBerry

Allows you to organize multiple accounts, see your Home Stream, Mentions Stream, Favorites, and Direct Messages - and any searches you create, all in one screen.

You can even manage Facebook (Pages and Profiles), LinkedIn and MySpace accounts!


Twitter WebsitesWeFollow.com

People-powered Twitter Yellow Pages

Mr. Tweet (MrTweet.com)

Recommends relevant people

FriendOrFollow.com

Easily see who you’re following that isn’t following you back.

Twitter.Grader.com

Compare your Twitter account with others in your area.

Source: http://www.flickr.com/photos/carrotcreative/2511539541/


http://www.flickr.com/photos/carrotcreative/2511539541/

http://www.flickr.com/photos/carrotcreative/2511539541/

Staying SafeUse a strong password - at least one upper-case letter, one lower-case letter, one number, and one symbol.

Don’t click on DM links from people you don’t know (or that look suspicious!)

Do not enter your username and password anywhere but the official Twitter site. Any 3rd party sites worth using will use OAUTH. OAUTH is a safe way to use 3rd party sites without giving away your username and password Usually there’s a link on those sites for “OAUTH” - click this pop-up will appear:


Assignment

Build your own Twitter profile!


LINKEDIN BASICSFacebook for Fogies


LinkedIn Basics

5,000 Lifetime Network Invites.

“3-deep” - you can see friends of friends of friends.

Penalties for attempting to connect with those you don’t know (at least, if they say they don’t know you).

Keywords, Keywords, Keywords.


Basic Tips

Keep a copy of your LinkedIn profile in a Word document.

Use the Q+A section to gain expertise.

Join groups to expand your network without using invites.

Source: http://www.flickr.com/photos/koalazymonkey/3596829214/


http://www.flickr.com/photos/koalazymonkey/3596829214/

http://www.flickr.com/photos/koalazymonkey/3596829214/

Quick OptimizationUse the “Other” URL field to give each link a custom title.

Select all the options under “Opportunity Preferences”.

Create a Public Profile URL - your name works best, then check all options. This makes everything on your LinkedIn profile except contact info public (even to someone who doesn’t have LinkedIn). This benefits your personal SEO but hurts your privacy.


Quick Metrics

LinkedIn shows you who visits your profile (more or less).

You can also use specific Bit.ly links to track if people are sharing or clicking on your content from LinkedIn status updates.


Big Mistakes

Don’t put anything besides your first and last names in the appropriate fields!

Don’t use a bad photo!

Don’t keyword stuff !Source: http://www.flickr.com/photos/deltamike/2337072843/


http://www.flickr.com/photos/deltamike/2337072843/

http://www.flickr.com/photos/deltamike/2337072843/

Assignment

Follow the steps on the Quick Optimization slide.


Facebook Basics for Business

Not just for kegger headstands and stalking anymore...... okay, maybe mostly for stalking.


What is Facebook?If Facebook were a country, it’d be the 5th largest in the world (by population)

Personal Profiles and Business Pages

Groups, Events, Applications

Walls, Status Updates, Photo Albums

PokesSource: http://www.flickr.com/photos/larimdame/2055808110/


http://www.flickr.com/photos/larimdame/2055808110/

http://www.flickr.com/photos/larimdame/2055808110/

Why Use Facebook?

Easily share pictures, videos, and notes

Easy integration with other social media tools

Everybody and their mom is on Facebook (literally). Source: http://www.flickr.com/photos/laughingsquid/986548379/


http://www.flickr.com/photos/laughingsquid/986548379/

http://www.flickr.com/photos/laughingsquid/986548379/

Sign UpCreate a personal profile using the form on Facebook.com

You can also create a page for your business here (not recommended - you lose out on some cool features, like apps).


The Home Screen

UpdatesMessagesFriend Requests Contextual Search

“Top News”

Most Recent Stories

Update your status here

Share this status

Like this status

Comment on this status

Your profile

Requests

FriendSuggestions

AccountSettings

Pokes

Events

Expandcomments

Time/date status was published

Create friendlists here


PrivacySafest: set everything to “Friends Only”

Set up Friend Lists and revoke privileges as needed

Set Privacy settings now, before they become an issue


Privacy - Part 2Any application your friends add can also see your information

Revoke application privileges before you add friends

Each photo album has to be set individually

1

2


Privacy - Let’s Do It NowClick Account -> Privacy Settings.

Click through each of Profile, Search, News Feed and Wall, and Applications, turning the settings to “Friends Only”.

Uncheck any option that you don’t understand.

You can also block people here - if you block someone, you disappear to them entirely.

Make sure you block them first!


Privacy - Friend Lists

Allows you to segment your friends.

Useful for pestering aunts and ex-girlfriends.

Also useful for business contacts.

1

2


Create a Friend List

Click hereor here

1

2


Adding to the List


Restricting based on List

Click1

2

3Add a specific friend list here


Adding a new friend


Removing a friend

Account -> Edit FriendsClick the X...


Page vs Profile

For Businesses

Has Fans (and stats!)

Create content as Biz

Won’t get banned for Biz use

For People

Has Friends (and lists!)

Create content as YOU

Will get banned for Biz use

Page Profile


Huge Mistake #1:Creating a personal profile

for a business.


Huge Mistake #2:Allowing some high school

kid to manage your Facebook marketing.


Huge Mistake #3:Thinking your high school friends give a crap about

your business life.


Separate The Content

Use the lock button to determine who can see what you post (you can set a default or change it

for each item you post).


The Best Pages:

Have a landing page for new visitors

Allow fans to post content along with the admins

Encourage comments

Use the FBML app


FBML

Use it like an HTML-enabled text box to customize your page.

Install by searching for the Static FBML app and clicking on “Add to My Page”


Assignment

Lock down your Facebook privacy settings.


SOCIAL MEDIA STRATEGYBasics for Business


SETH GODIN’S HIERARCHY

Attitude - Who you are and what you believe in.

Approach - How you want to go about doing it.

Goals - Things you want to accomplish. (3/6/9/12 mo)

Strategy - Plans to accomplish your goals.

Tactics - Executable, measurable parts of strategies.

Execution - Do not start here. Most start here.


CHOOSING TOOLS

Focus on your objective and your strengths.

If your objective is to produce interactive content, a written blog might not be the best way to go.

If you have “a face for radio”, you might not want to do a video cast (or at least, find someone attractive first).

Remove any barriers to entry.


NUMBERS ARE UNIMPORTANT

The best measure of your network is resonance.

Resonance: your content is shared, reacted to, commented on, disputed, argued with, hated, loved, whatever.

Resonance has two traits: velocity and volume.

Faster + Louder = High Resonance.


THE 101’S OF CONTENT

Always add value: we don’t care what you had for breakfast.

We DO care that the waiter was amazing. We DO care that it was the best coffee you ever had, if you tell us what kind and where to find it.

Always Add Value. (But remember value is subjective.)


CONTENT, CONTEXT, CONSISTENCY

Create a publication schedule and STICK TO IT.

Create content for your audience - are they ADD? Do short video or audio. Keep it relevant, fresh and engaging. Ask questions, respond quickly to comments or feedback.

Add Value - link wherever possible.


RULES OF ENGAGEMENT

At least 50% of what you do should be interactions and conversations (@ replies, comments on blogs, whatever).

30% of what you do (or more) should be education.

10% can be off-topic, random, whatever.

10% can be sales or pitches or... whatever.


MEASURE RESONANCE

Track any link you share.

Use http://bit.ly to create links you can track in real-time.

Use Google Analytics to track your website’s visitors.

Be consistent with your sharing and measuring rates.


http://bit.ly

http://bit.ly

NEGATIVE PUBLICITY...

... is just an opportunity for you to demonstrate how awesome your customer service is.

Do not give a fake apology or get defensive - say “I’m Sorry” then make it better.

Only delete or take retaliatory action when the negative publicity is 1) Patently False or 2) Spammed


EYE ON THE PRIZE

The more value you add, the less you will have to sell.

10% pitches/sales can be too much sometimes.

Network effectively; know who can be pitched and who shouldn’t be.

Don’t resort to Squeeze Pages or Spammy Mailing Lists.


ASSEMBLE YOUR TEAM

You may need:

Enough content creators to publish regular content

A creative lead

A marketing lead

A metrics/analytics lead

A damage control/customer service lead


ASSIGNMENT

Outline Seth Godin’s Hierarchy of Success for your business.


Q+A Time - Thank You!

Time to ask and answer specific questions

[email protected]

www.IAmNickArmstrong.com

Twitter: @ImNickArmstrong (say hi!)


mailto:[email protected]

mailto:[email protected]



http://twitter.com/ImNickArmstrong

http://twitter.com/ImNickArmstrong

social media tools - twitter, facebook and linkedin 101

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