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It’s about knowing Where the conversations are happening What’s your share of the conversation What are the conversations that you could / should be in Who are the key influencers who can help build your brand
It’s about expanding your news flow Simple syndication – distribute news via basic sharing tools (eg, Twitter and
Facebook)
It’s about understanding communities Which groups, forums and networks matter Who drives share of conversation in these communities What are the next steps in driving relationships
It’s about leveraging existing content and improving your natural search
1. Transparent Communication is Key The era of gatekeepers controlling the distribution of information is over Press releases have a place in communicating key messages but they
should be integrated with other social media tools No one can control what is said about you. As consumers have a voice
and a means to make themselves heard, it is up to you be out there to listen, track and respond
It is now about being open, honest and transparent. You can no longer control
2. Be Part of the Conversation Identify the right resources in your organization who are responsible for
driving interaction, input and community for your organization Assess the social media tools in terms of your goals and be present
where it makes sense to be part of the conversation3. Everybody Matters
4. Reach Out to the Community Identify and reach out to bloggers, video creators, podcasters. They are constantly
seeking content Build relationships by engaging with the people who are talking about your
organization and issues in your field
5. Be Ready for Everything and Anything The “build it they will come” mentality only works in the movies Don’t assume that by creating a social media presence, everyone will participate.
There are many abandoned online communities out there so make sure you put together a plan for each tool you plan to use
6. It’s About Two way Communication / Being a Part of a Conversation Listen. Social media about people's relationships with you Get involved. Social media is about conversation and building relationships. It
takes investment and effort. Don't just talk about your organization. Ask questions, engage people and share information through links
Focus on the long term. It takes time to get results and build relationships. It's about trust and connecting with others
If you want to know what technology will change the world, watch young mothers and don't watch teenage boys - young mothers have no time for any technology
that isn't useful and doesn't work.Clay Shirky, 2005