The document provides guidance for typical Miami businesspeople on using social media. It recommends developing a social media plan, giving value to others before expecting anything in return, dedicating time, and being transparent. It warns against being fake, failing to listen, being pushy, or using uncoordinated channels. It describes how the era of mass media is being replaced by micro media targeting specific audiences through social media's interactive, two-way conversations and user-generated content. The document reviews popular social media platforms and recommends how they can best be used, such as LinkedIn for professional connections or Facebook for personal connections and events. It concludes by speculating that social media will continue integrating features and simplifying interfaces.

1. A VERY Simple Guide to Social Media for the Typical Miami Businessperson By Seth Gordon, A VERY Simple Typical Miami Businessperson

2. A VERY Simple Guide to Social Media for the Typical Miami Businessperson Things you should do: Make a PLAN (who do you want to reach? What’s the most effective way to reach them? Etc.) “Give to Get” (you need to GIVE something before expecting people to give anything in return) Dedicate some time and effort Be transparent (do not try to be sneaky) Understand: You do not control the message Invite participation, feedback, etc. Keep score

3. A VERY Simple Guide to Social Media for the Typical Miami Businessperson Things you should NOT do: Be FAKE in any way (typical PR trick) Fail to listen Try to impose your style on the conversation Be pushy or use obvious salesmanship Speak through separate, uncoordinated channels

4. A VERY Simple Guide to Social Media for the Typical Miami Businessperson The Environment for Social Media The Golden Era of Mainstream Media is ending (beginning in 1890 – peaking in 1960 – and ending in 1980) “Mass Media” (one channel reaching everybody) replaced by “Micro Media” (many channels each reaching specific, highly targeted audiences) “Social Media” emerges in 2000 as NEW channel Interactive, 2-way “conversations” User generated content User generated rules of engagement

5. A VERY Simple Guide to Social Media for the Typical Miami Businessperson The Options WEB SITES, BLOGS Corporate blogs, product/service blogs SOCIAL NETWORKS Linkedin, Facebook, Plaxo, MySpace, YouTube, Twitter, Yahoo Groups DIRECT INVOLVEMENT Networking Events , Seminars, Webinars

6. A VERY Simple Guide to Social Media for the Typical Miami Businessperson The Social Media Options Linkedin Facebook Plaxo MySpace YouTube Twitter

7. A VERY Simple Guide to Social Media for the Typical Miami Businessperson IfSocial Media Platforms were Beers Facebook would be Budweiser (250,000,000 users) MySpace would be Miller/Coors (125,000,000 users) Twitter would be Pabst (80,500,000 users) Linkedin would be Boston Beer (60,000,000) YouTube would be Yuenglin Everything else would be regional niche brands /craft beers

8. A VERY Simple Guide to Social Media for the Typical Miami Businessperson Others SM NING Tagged Classmates Hi5 MyYearbook MeetUp Bebo MyLife Friendster MyHeritageMultiply Orkut Badoo Gaia online

9. A VERY Simple Guide to Social Media for the Typical Miami Businessperson Best Use of Linkedin Establishing Professional Relationships Circulating your credentials Demonstrating competence/mastery Showcasing your network Building Connections (with limitations) Creating alliances

10. A VERY Simple Guide to Social Media for the Typical Miami Businessperson Best Use of Facebook Establishing Personal Connections Building Brand identity Communicating your personality Aggregating people into Groups Organizing events Building Connections (with no limitations)

11. A VERY Simple Guide to Social Media for the Typical Miami Businessperson Best Use of Plaxo ??????? I have no clue what to do with Plaxo Would migrate all contacts to Facebook and/or Linkedin if I could

12. A VERY Simple Guide to Social Media for the Typical Miami Businessperson Best Use of MySpace For an artist or musician: Invaluable!! For a Typical Miami Businessperson: Nada

13. A VERY Simple Guide to Social Media for the Typical Miami Businessperson Best Use of Twitter Generate broad-based Buzz for matters of interest to the general public Demonstrate techno-savvy Demonstrate industry/sector knowledge Reach retail consumers in highly targeted way Inject your thoughts into the “Brain Cloud” Show off by inventing new applications

14. A VERY Simple Guide to Social Media for the Typical Miami Businessperson Best Use of YouTube Best for consumer products/services Best for guerilla marketing campaigns Best for humor-based messages May be highly targeted via email distribution

15. A VERY Simple Guide to Social Media for the Typical Miami Businessperson Best Use of BLOGS Creation of distinctive personality Self-branding as expert Creating and building loyalty Best for interactive relationships

16. A VERY Simple Guide to Social Media for the Typical Miami Businessperson Where are we going next? If I knew, I’d be sitting on my mega yacht If I was going to guess, I’d say: Greater personalization More segmentation (individual channels within Facebook and Linkedin) More integration of features (many points of entry) Simpler interfaces Accelerated de-technicalization Consider the evolving simplification of Cars & Stero systems