Designed for those new to social media or just trying to develop a strategy, this presentation provides and overview and outlines 10 rules to follow that will lead to social media success!

1. Social Media Overview | August 2016 | about.me/lauraleedooley
Social Media Overview 2016 …
. . .and 10 Social Media Rules
Laura Lee Dooley
about.me/lauraleedooley
lldoolj2@gmail.com

2. Social Media Overview | August 2016 | about.me/lauraleedooley
• relating to or involving activities in which people spend time
talking to each other or doing enjoyable things with each
other
• liking to be with and talk to people : happy to be with people
• of or relating to people or society in general

3. Social Media Overview | August 2016 | about.me/lauraleedooley

4. Social Media Overview | August 2016 | about.me/lauraleedooley
Peter Cho
ambient awareness … and presence

5. Social Media Overview | August 2016 | about.me/lauraleedooley
Current Listening Posts
http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg
… organizing online conversations …

6. Social Media Overview | August 2016 | about.me/lauraleedooley
Social media
is all about
relationships,
trust, and
interaction.

7. Social Media Overview | August 2016 | about.me/lauraleedooley
People like doing business with
people they know …
… and love doing business with
people they trust.

8. Social Media Overview | August 2016 | about.me/lauraleedooley
TRUST is
personal . . . requires risk-taking . . . about relationships, not
transactions . . . based on being willing to put the other’s needs first.

9. Social Media Overview | August 2016 | about.me/lauraleedooley
34%
43%
50%
43%
47%
64%
53%
70%
50%
20%
38%
65%
50%
66%
46%
68%
50%
36%
53%
61%
51%
67%
51%
69%
52%
36%
43%
62%
52%
66%
53%
67%
48%
33%
41%
57%
50%
63%
50%
64%
52%
35%
49%
63%
48%
67%
53%
64%
Regular employee
Government official
CEO
Person like yourself
NGO representative
Technical expert in company
Financial or industry analyst
Academic or expert
2016
2015
2014
2013
2012
2011
Voices Most Trusted
Source: Edelman Trust Barometer 2011-2016

10. Social Media Overview | August 2016 | about.me/lauraleedooley
5 attributes
that drive
users to
insist on
specific
brands
Emotional
Connection
Building and sustaining trust
Based on Creating Brand Insistence by the Blake Project, 2007

11. Social Media Overview | August 2016 | about.me/lauraleedooley
Relationships
Information Seeker
Repeat Visitor
Marketer
Ambassador,
Evangelist
Partners,
Donors
Action
Trust

12. Social Media Overview | August 2016 | about.me/lauraleedooley
Regardless of
channel, voice, or
country …
… a majority of
people need to hear
the same message
3-5 times to believe
it.
1 time, 5%
2 times,
14%
3 times,
35%
4-5 times,
28%
6-9 times,
6%
10+ times,
13%
Source: Edelman Trust Barometer

13. Social Media Overview | August 2016 | about.me/lauraleedooley
Social Media Benefits
• Establish credibility and trust
• Build communities of interest
• Share and gather resources
• Participate in the online conversation
• Encourage action
• Drive traffic
• Leverage mobile access
• Expand the reach of your content (Content is KING!)

14. Social Media Overview | August 2016 | about.me/lauraleedooley
10 Social Strategy Rules

15. Social Media Overview | August 2016 | about.me/lauraleedooley
Social Strategy Rule #1.
DO IT!
Photo credit: flickr/qwrrty
Be present or be invisible.
ignored.
unheard.
passed by.
distrusted.

16. Social Media Overview | August 2016 | about.me/lauraleedooleySource: Pew Internet
12%
41%
57%
72%
86%
78%
80% 83%
88%
84% 90%
8%
6%
17%
27%
44%
53%
60%
67%
73%
77%
77%
5% 3%
6% 9%
22%
33%
37%
43% 52% 52%
51%
2% 1% 2% 7%
11% 13%
19%
26%
27%
35%
7%
11%
18% 25%
38%
46%
50%
55%
62%
62%
73%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
18-29 30-49 50-64 65+ All Adults
Social Networking Site Use by Age Group, 2005-2015
% of Internet users in each age group who use social networking sites

17. Social Media Overview | August 2016 | about.me/lauraleedooley
Photo credit: flickr/xslim
“Seek first to understand,
then to be understood.”
Stephen Covey (Habit 5)
Social Strategy Rule #2.
Listen First

18. Social Media Overview | August 2016 | about.me/lauraleedooley

19. Social Media Overview | August 2016 | about.me/lauraleedooley
Social Strategy Rule #2.
Listen First!
Photo credit: flickr/xslim
10. Complaint
9. Compliment
8. Problem
7. Question of inquiry
6. Campaign impact
5. Crisis
4. Competitor
3. Crowd
2. Influencer
1. Point of need

20. Social Media Overview | August 2016 | about.me/lauraleedooley
Social Strategy Rule #3.
Develop a Roadmap
Photo credit: flickr/Editor B
Begin with the end in mind.
Mental creation precedes
physical creation.
Stephen Covey (Habit 2)

21. Social Media Overview | August 2016 | about.me/lauraleedooley
Social Strategy Rule #3:
Develop a Roadmap – Long-term
• IMPACT & OUTCOMES. What is your goal ?
– How do you want to make a difference?
– Connecting, learning, sharing, building a support network, other?
• SOCIAL CIRCLE. Who are your audiences?
– Who do you want to listen to? Who do you want to share with?
– You don’t need to connect with everybody
• CONVERSATION & VOICE. What is your message?
– What do you have to say? What is your elevator pitch?
– In social media you are selling an idea AND yourself!
• TOOLS AND TACTICS. What resources will you use?

22. Social Media Overview | August 2016 | about.me/lauraleedooley
Social Strategy Rule #3:
Develop a Roadmap – Long-term
• SOCIAL MEDIA POLICY
– Employees using social media (and the internet) are
representatives of your organization.
– To safeguard employee and employer interest there should
be a policy covering expectations.
– Resources:
• http://socialmedia.policytool.net/
• http://www.slideshare.net/wharman/social-media-handbook-for-
red-cross-field-units

23. Social Media Overview | August 2016 | about.me/lauraleedooley
Social Strategy Rule #4.
Go Where Your
Audience Is
Photo credit: flickr/stignygaard
If you build it, they won’t
necessarily come.

24. Social Media Overview | August 2016 | about.me/lauraleedooley
1,590
900
1,000
320
100
540
100
500
Facebook FB Messenger WhatsApp Twitter LinkedIn Google+ Pinterest Instagram
Top Social Networks
by millions of active users

25. Social Media Overview | August 2016 | about.me/lauraleedooley
Photo credit: flickr/xslim
• CURRENT information
• Google yourself
• Review privacy & change
passwords periodically
Social Strategy Rule #5.
Keep Your Profile
Updated

26. Social Media Overview | August 2016 | about.me/lauraleedooley
Photo credit: flickr/waltstoneburner
“ No man is an island entire
of itself; every man
is a piece of the continent,
a part of the main...”
John Donne (1572-1631)
Social Strategy Rule #6.
Build Your Social Circle

27. Social Media Overview | August 2016 | about.me/lauraleedooley
Social Strategy Rule #6.
Build Your Social Circle
Profile pic, title,
organization, URL,
location, bio. Do you
know them?
Do they follow you?
Have they
@mentioned you or
shared your content?
Who do they follow?
Are they active in
conversation?
Who follows them
and shared their
content? What do
they post about?
Objective
Inferred
General Issue-Specific

28. Social Media Overview | August 2016 | about.me/lauraleedooley
Social Strategy Rule #7.
Establish Your Brand
It is not about you.
It is about the value
you bring to others.

29. Social Media Overview | August 2016 | about.me/lauraleedooley
Online Brand Elements
• Appearance
• Areas of Interest
• Areas of Knowledge
• Skills and Abilities
• Communication Style
• Community Size
• Community Engagement

30. Social Media Overview | August 2016 | about.me/lauraleedooley
Personal branding
I’m interested
in …
I talk a lot
about …
I’m an
expert on
…
I have info
about …
I like to …
I hang
around
with …
I’m good
at …

31. Social Media Overview | August 2016 | about.me/lauraleedooley

32. Social Media Overview | August 2016 | about.me/lauraleedooley
Social Strategy Rule #8.
Know Your Community
Who are your …
• Fans
• Followers
• Readers
• Repeaters
• Subscribers
• Advocates
• Free agents

33. Social Media Overview | August 2016 | about.me/lauraleedooley
Uses social media tools to
organize, mobilize, raise funds,
and communicate with
constituents but outside of
institutional walls.
Source: The Networked Nonprofit. 2010. Beth Kanter and Allison H. Fine.

34. Social Media Overview | August 2016 | about.me/lauraleedooley
Pre-contemplation Contemplation Action (Maintenance)
Positioning – where audience is now vs. where you want them to be

35. Social Media Overview | August 2016 | about.me/lauraleedooley
Social Strategy Rule #9.
Take Time to Engage
“It’s not enough to be busy, so
are the ants. The question is,
what are we busy about?”
Henry David Thoreau

36. Social Media Overview | August 2016 | about.me/lauraleedooley
Social Media Time Management
TotalTimeCommitment
Source: Amber Naslund. 2010.

37. Social Media Overview | August 2016 | about.me/lauraleedooley
Social Strategy Rule #10.
Measure and Track
“Measurement is your map,
and metrics are your
signposts.”
Beth Kanter,
Katie Delahaye Paine

38. Social Media Overview | August 2016 | about.me/lauraleedooley
Some Basic Metrics
• Growth – friends, followers, fans, connects, subscribes
• Twitter – shares, retweets, mentions, clickthroughs
• Facebook – shares, likes, comments, messages
• LinkedIn – shares, comments, views, clicks, likes
• YouTube, Slideshare, Flickr, Vimeo – views, embeds,
comments, favorites
• Email, RSS feeds – opens, views, clickthroughs
• Social bookmarking – saves, likes
• Google – pageviews, visits, time on page, shares,
connects

39. Social Media Overview | August 2016 | about.me/lauraleedooley
Social Media Strategy Framework
1. Do it!
2. Listen First
3. Develop a Roadmap
4. Go Where Your Audience Is
5. Keep Your Profile Updated
6. Build Your Social Circle
7. Establish Your Voice
8. Know Your Community
9. Take Time to Engage
10. Measure and Track

40. Social Media Overview | August 2016 | about.me/lauraleedooley
Questions?
Laura Lee Dooley
about.me/lauraleedooley
lldoolj2@gmail.com