2. Social Networking Tools and CareerSocial Networking Tools and Career
Development

3. Who Are You?
Mike Schaffer
Social Media and Online Marketing Manager
Background in Sports/Restaurant/Entertainment PR
PR and Social Media Blogger
Among PR Pros on Twitter: Top 100 Top 30 #21 Most InfluentialAmong PR Pros on Twitter: Top 100, Top 30, #21 Most Influential
Twitter: @mikeschaffer

4. …And What Do You Do?
• Advertising agency with digital, branding and design teams
• Offices in Washington, DC; Nashville, TN (HQ); Hawaii
• Agency in-house resources
- Brand campaign development
- Online advertisingg
- Website development
- Social media management
- Photography and video production
Custom publications- Custom publications
- Contact center
- Chats, comments, calls and emails with client prospects

5. Our Agenda
• What Is/Isn’t Social Media?
• The Major Networks• The Major Networks
• The Six Rules
• Social Media and the Job World
• Questions welcome at any point!

6. If You’re Tweeting The Session
My Twitter Name:
@mikeschaffer
Hashtag:Hashtag:
#MRADORS10#MRADORS10

7. What Is/Isn’t Social Media?What Is/Isn t Social Media?

8. What Social Media Is and Is Not
Social media is a necessary tool in your
existing communications toolbox--not
the only tool, or the most important
tool, but a valuable one.
Social media is active and mutually-beneficial
engagement with relevant audiences through the
use of content development, digital thought,
Social media is not talking about what
you had for breakfast.
leadership and proactive/reactive one-on-one
dialogues.
Social media isn't the savior to everything that ails a
company It's one part of an entire media mix and
- Bonnie Upright
company. It s one part of an entire media mix and
effective public relations/marketing campaign.
- Keith Trivitt
Social media is a place for news, knowledge, sharing and connectingp , g , g g
Social media isn't a place to talk about what color underwear you're wearing.
Veronica Brown- Veronica Brown

9. What Social Media Is and Is Not
Social media is the biggest cocktail party
you've ever been to.
Social media isn't anything you haven't already done,y g y y ,
it's just happening somewhere else.
- Peter Cognoscenti Social media is an answer.
Social media isn't always the right answer.
- Niki Murray
Social media is a great way to enhance your networking and businessSocial media is a great way to enhance your networking and business
development by creating online relationships with people who begin to care about
you, your business, and your life.
Social media isn't a quick answer to making money or doubling your bottom line.
- Gini Dietrich

10. What Social Media Is and Is Not
Social media is: a way to reach people you may not know.
Social media isn't: a place to blindly post messages/thoughts
without thinking about your audience and what they might beg y y g
interested in.
- Lisa Pagano
Social media is: a great way to stay in touch with friends and familySocial media is: a great way to stay in touch with friends and family.
Social media is NOT: meant for people to beg for attention and air their
dirty laundry (although some do!).
- Melissa Daddio
Social media is changing how we interact.
Social media isn't changing why we interactSocial media isn t changing why we interact.
- David Spinks

11. What is Social Media?
Social media is a universe of
online networks that allows people
around the world to connect with
each other every day.
“Social media…is a category of
online media where people are
talking, participating, sharing, y y
Each network has different
audiences and features.
ta g, pa t c pat g, s a g,
networking, and bookmarking
… [encouraging] discussion,
feedback, voting, comments,
d h i f i f ti f and sharing of information from
all interested parties.”
– Ron Jones,
Search Engine Watch

12. Staggering Stats!
• Over 600 million people access social media sites daily. (laptops, desktops, mobile)
• Facebook alone has over 200 million unique visitors every day.
• People will spend 700 BILLION minutes per month on Facebook.
• 51% of active Twitter users follow companies, brands or products on social networks.
• As of February 2010, Twitter reported an average of 600 Tweets per second.
• LinkedIn: Growing at roughly one new member per second.
• 24 hours of video are uploaded to YouTube every minute, and YouTube clocks 2 billion
views per day.
• 70,000 new blogs go onto the web every day., g g y y

13. The Major NetworksThe Major Networks

14. The Profilers
Facebook: Share status updates, photos, videos, links;
play games…The Super Network
LinkedIn: “Online Resume,” best professionalLinkedIn: Online Resume, best professional
networking platform
MySpace: Similar to Facebook, but much smaller,
and users skew younger

15. The Specialists
Flickr: Online photo albums
YouTube: Video uploading and sharing
Twitter: Microblogging/short messages
FourSquare: Geo-location

16. Other Online Avenues
• Bookmarking (Delcious, Digg, etc.)
• Blogs (Wordpress, Blogger)
• SlideShare
• Other geo-location (GoWalla, BrightKite, etc.)
• EventBrite (tickets)
• Meetup.com (local group and event mgmt.)
• Last.fm/Blip.fm/Pandora
• Evite
• And even email!

17. Know The Twitter Lingo
@ Reply (prounounced “at reply”) – When you use someone’s Twitter
handle or name in a message. When used correctly, the other person
will receive this message in a separate column. Also called “mention.”
# Hashtag – A hashtag or # sign helps users maximize Twitter’s
functionality. When a word starts with a #, users can click on it to see
ALL of the messages with that Hashtag. Very helpful during events andg g y p g
for specific causes or themes.
RT (pronounced “ReTweet”) – When someone copies and pastes a
Tweet (Twitter post) it is proper etiquette to start it with an “RT” to showTweet (Twitter post), it is proper etiquette to start it with an RT to show
it’s their’s.
Example: FakeAccount RT @mikeschaffer I love #SocialMedia!

18. The Six RulesThe Six Rules

19. Be Bulletproof Online
The Following Six Rules Will
Help Protect Your:
1. Right to Privacy
2. Money
3. Friendships/Relationships
4. Employment Status4. Employment Status
5. Computer
6. And more!

20. Rule #1 – There Is No Privacy
Act as if everyone can see everything you do online.
Even if something SAYS it’s private, act as if it’s 100% public.
This goes for words, videos, photos, EVERYTHING you post
on a social network.
Act as if you can’t delete anything after it’s been posted.

21. Rule #2 – Breathe Before Posting
Are you really sad or really excited about something and want to share it
with your online world?
Take two deep breaths Type it in Take two more deep breaths beforeTake two deep breaths. Type it in. Take two more deep breaths before
clicking send/enter/post.
Make sure you REALLY want to share that information.y
It’s OK to write something, then delete it before you post. Taking an extra
second to re-read and breathe can really prevent mistakes.

22. Rule #3 – No Job Talk
Keep anything related to your
professional life to a minimum, if
you must include it at all.
Yes, this rule protects your
company or agency, but most
importantly, it protects YOU.p y p
Maybe you heard a whisper in
the hallway about budget cuts or
office moves but if you put itoffice moves, but if you put it
online, YOUR name is attached
to that rumor. Have fun with that!

23. Rule #4 – Wash Your Keyboard With Soap!
Don’t use dirty language!
You are representing yourself to
the world on every post And inthe world on every post. And, in
some cases, you are
representing your company,
your family and more.y y
Use language that you want
next to your name and photo
foreverforever.

24. Rule #5 – Avoid Scams
The most personal information you need to give a social media network
is your email address.
If someone asks you for a credit card Social Security number mailingIf someone asks you for a credit card, Social Security number, mailing
address or anything you are uncomfortable divulging, it’s probably a
scam, or even a virus. Do not respond unless it’s a secure site you trust,
like PayPal, or a government portal.y g p
With emails, check the actual email address the message came from.
Many times, scammers make a message look authentic, when it’s VERY
fake and can harm your computerfake and can harm your computer.

25. Rule #6 – Treat Friends Well
Be careful what you post on your friends’ Facebook walls! They have the
same right to privacy you have.
You may be comfortable posting a photo from a weekend party but yourYou may be comfortable posting a photo from a weekend party, but your
coworker may not be too happy that he or she is in the background.
On Facebook, you can tag friends in photos. Friends can untagy g p g
themselves if they don’t like the photo or want to be linked to it.

26. Social Media and the Job WorldSocial Media and the Job World

27. Job Seekers
LinkedIn
1. Post your resume, but it won’t look like it!
2. It’s a good idea to join LinkedIn BEFORE your job search, so you can
build a network of connectionsbuild a network of connections.
3. Use “Groups” function to connect with others in your field.
All Networks
1. Never post about your job dissatisfaction or the fact you are looking.
2. Don’t be cryptic during the interview process.
3. Watch what photos you have uploaded.

28. Employees
1. Pay attention to your company policies about social media usage on
company time – and don’t break them!
2. Use your judgment when connecting online with coworkers, bosses,
staff partners vendors etcstaff, partners, vendors, etc.
3. You can create strong bonds with coworkers online…but be careful
what you share!
4. Assume you are being followed by people who influence youry g y p p y
employment status.

29. Employers
A 2009 study showed that 45% of all employers
screened applicants’ online profiles.
Know your rights: Check with your HR
department to see if you are legally able to take
a peek at applicantsa peek at applicants.
Be cautious that what you post doesn’t
undermine your position of management. That
is a different standard for every group of people.

30. The Bottom Line For Everyone
Be the best version of yourself.
Use your best judgment.y j g
H th t fHave the most fun.

31. Questions?
Mike Schaffer
michael.schaffer@iostudio.com
Twitter: @mikeschaffer
Website: www.iostudio.com