Building an Effective Social Network

Building an Effective Social Network

by Connie Crosby, Crosby Group Consultingfor IAAP Toronto, February 1, 2012

Agenda

Introduction to Social Networking

Networking on behalf of your organization

Professional versus Personal

More to get you started

Introduction to Social Networking

Overview

Facebook

Sources: Facebook, August 2011and Inside Facebook, June 12, 2011

more than 500 million active users

(almost 700 million according to Inside Facebook)

50% log in on any given day

Canada: 16.8 million users

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Twitter

Over 200 million users (100 million “active” users)

200 million messages (“tweets”) sent per day

13.7% of Canadians are active users

Sources: Twitter, June & September 2011 and Digital Journal, December 2010

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LinkedIn

“world largest professional network”

more than 120 million members

Canada: 4 million members

Source: LinkedIn, August 20117

YouTube

Canada: 17.6 million active users

71% of Canadian Internet users versus 55% of US Internet users

2 billion videos viewed by Canadians in Nov. 2010

Source: comScore, January 20118

Google Pluslaunched end of June 2011 in closed beta

open beta in September 2011

reached 20 million users after 3 weeks; 67 million by November 2011

over 800k Canadian users after 3 weeks (now 2 million+?)

Sources: comScore, July & Dec 2011, Google Plus blog

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Google+ LinkedInTwitter

FacebookYouTube

Use in Canada(millions of users active in the past month)

Note: data from various sources10

Blogs: news, corporate, industry

Flickr (photographs)12

Wikis13

RSS (feeds)

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RSS feeds

RSS feeds

Google Reader - add RSS feeds for on-going monitoring

Social media affects all aspects of society.

Business not as usual

Governments subverted

Consumers become creators

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journalism

social revolution

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social responsibility

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Social networking on behalf of your organization

Social media plays a role in:

Communications, Marketing, PR

Sales

Digital and mobile strategies

Advocacy, awareness, and fundraising

HR (recruitment, hiring, staff retention)

and in:

Information delivery and information management

Knowledge management

Technology

others?

Focus on specific goals

What are they saying about you?

set up a “listening station”

Selected “listening” tools (free)

Google Alerts - http://www.google.com/alerts

Twitter search - http://search.twitter.com

Google Reader & RSS feeds - http://www.google.com/reader

Social Mention media alerts - http://www.socialmention.com

Ice Rocket - http://www.icerocket.com

Selected “listening” tools (paid)

Radian6 - http://www.radian6.com

Sysomos - http://www.sysomos.com

Alterian SM2 - http://www.alterian.com/socialmedia

Wildfire - http://www.wildfireapp.com

Crimson Hexagon - http://www.crimsonhexagon.com

track what they are saying about you & your industry

encourage establishment of policies & procedures

Social Media PolicyToolhttp://socialmedia.policytool.net

notify someone if you see a problem

Content is king

3 types of content:

1. Internal sources (marketing, brand, informational)

2. “Earned” content (customer testimonials, comments)

3. Paid media (external sources e.g. advertising)

Fresh, relevant content

Attracts an audience

Gives you “Google juice”

Takes time to bring in eyeballs (that, or money!) - C.C. Chapman

Content marketing: “delivering the right thing in the right place at the right time” - Maggie Fox, Social Media Group

Content needs:

sourcing content and writers/creators

managing the editorial calendar

editing content for the web

Professional Personal

Key considerations:think about your personal boundaries/ethics

protect your personal identity

respect your family’s and friends’ privacy

you represent your organization even off-duty and in social networks

“Don’t do anything stupid”

Policies and procedures help protect you

More to get you started

Six Pixels of Separationby Mitch Joel

photo: Eva Bluehttp://www.flickr.com/photos/evablue/4982314424/

Content Rulesby Ann Handley & C.C. Chapman

Open Leadershipby Charlene Li

Macrowikinomicsby Don Tapscott & Anthony D. Williams

The Social Organizationby Anthony J. Bradley & Mark P. McDonald

Crush It! by Gary Vaynerchuk

Effective Blogging for Librariesby Connie Crosby

More Resources“How to set up the ultimate listening station using Google Reader,” by Colin Alsheimer (Jan 19, 2010) - http://www.colinalsheimer.com/google-reader-listening-station

“Meet the Chief Listening Officer,” by Neville Hobson (August 30, 2010) - http://www.nevillehobson.com/2010/08/30/meet-the-chief-listening-officer/

“The Framework and Matrix: The Five Ways Companies Organize for Social Media,” by Jeremiah Owyang (April 15, 2010) - http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/

Social Media Group blog - http://socialmediagroup.com/blog/

Six Pixels of Separation blog by Mitch Joel of Twist Image - http://www.twistimage.com/blog/

Chris Brogan - http://chrisbrogan.com

Connie CrosbyCrosby Group Consulting

http://crosbygroup.caconnie@crosbygroup.ca

416-919-6719@conniecrosby@crosbygroup

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Thank you!

Image Credits (1/2)Apollo 11 Mission Image - Earth view over Central and North America, 1969, from NASA on The Commons. No known copyright restrictions - http://www.flickr.com/photos/nasacommons/5052744574/in/set-72157625096855580

Aqua Theater Audience, 1955 from Seattle Municipal Archives, made available under Creative Commons license - http://www.flickr.com/photos/seattlemunicipalarchives/3097689953/

Photo of Jay Moonah at PodCamp Montreal 2008 be Eva Blue, made available under Creative Commons - http://www.flickr.com/photos/evablue/2875304911/

Downtown Toronto cityscape by Lars Plougman, made available under Creative Commons license - http://www.flickr.com/photos/criminalintent/2535046172/

Photo from Tarhir Square, Cairo, Egypt by Mathieu Baudier, made available under Creative Commons license - http://www.flickr.com/photos/mbaudier/6097699347/

Screen shot from Maria Aragon’s “Born This Way” on YouTube - http://youtu.be/xG0wi1m-89o

Image Credits (2/2)

Telephone Operators, 1952, from Seattle Municipal Archives, made available under Creative Commons license - http://www.flickr.com/photos/seattlemunicipalarchives/2680257100/

Miners and their families gather to talk, The U.S. National Archives. No known copyright restrictions - http://www.flickr.com/photos/usnationalarchives/3906450209/

Sharon Conway bookbinding in Document Preservation, The U.S. National Archives. No known copyright restrictions - http://www.flickr.com/photos/usnationalarchives/3873936047/

Donlands Fire by Danielle Scott, made available under Creative Commons license -http://www.flickr.com/photos/danielle_scott/4769830818/

Image of Mitch Joel by Eva Blue, made available under Creative Commons license - http://www.flickr.com/photos/evablue/4982314424/