Overview of personal professional use of social media, professional learning network development, and using social media tools with emphasis on Twitter, Facebook, and LinkedIn.

1. CATCHING UP:
SOCIAL MEDIA BASICS
Understanding and Using Facebook,
Twitter & LinkedIn for your
personal/professional needs
UJA Federation NY
October 28, 2013

2. About Debra Askanase
Former executive
director, organizer,
business consultant
Digital Engagement
Strategist for mission-
driven organizations
debra@communityorganizer20.com
Twitter: @askdebra

3. Today’s Workshop: Lots to cover!
9:00 – Introductions/overview/goals of workshop
9:30 -- The social media landscape
10:00 – Personal/Professional Learning Networks (PLNs)
10:30 – Break!
10:45 – Understanding and using LinkedIn
12:00 – Lunch!
1:00 – Understanding and using Twitter
2:00 – Understanding and using Facebook
2:45 – Break!
3:00 – Mixing personal & professional, social media policies
3:30 – What’s next for social media?
3:50 – Wrap-up/takeaways/evaluation

4. Workshop Goals and Skills Objectives
Developing
a PLN
Skills
building
Using skills
towards
PLN goals

5. How are you feeling?

6. WHAT IS SOCIAL MEDIA?
…and who uses it?

7. “…highly interactive platforms
through which individuals and
communities share, co-create,
discuss, and modify user-generated
content.”
-Wikipedia, social media definition
http://www.flickr.com/photos/49601347@N00/934211103/

8. http://simplify360.com/blog/building-business-on-customer-experience-through-social-media/

9. It’s really about conversations

10. …using
these
channels
Blog
Micro
Blogging
Image
Sharing
Video
Sharing
Podcast
Wiki
Social
Networks
Forum
Ratings
Social
bookmark
ing

11. http://blog.nielsen.com/nielsenwire/social/2012/

13. http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_So
cial_networking_sites_update.pdf
Largest use demographic:
Hispanic
Largest age demographic: 18-29
Urban/suburban: about equal
Education level: High school +
Income: all about equal

14. http://mashable.com/2013/08/16/teens-social-media-chart/

15. US social network demographic trends
Ages 18 - 29 Urban Top US social
networks
Tumblr Twitter Facebook
Twitter Instagram Twitter
Instagram Facebook LinkedIn
On the rise
Pinterest Instagram Tumblr Google +

16. Where you don’t
always know
everyone very well,
but they all want to be
there.
Good for personalizing
content, networking,
and interacting
personally through an
individual account.
Best used for
individuals to share
information, connect,
and exchange ideas.
Participate through
the newsfeed or
groups.
The best parts are the
hallway conversations.
Everyone wants to
talk. Find a tribe,
hang out in the
corner with them.
Great for
connecting with
individuals, finding
those with similar
interests, and
sharing.
The Professional ConferenceThe Neighborhood Diner The Block Party

17. Transparent
Trustworthy
Value-added
Conversational
Willingness to be YOU
Critical success qualities

18. This can result in online influence
http://www.altimetergroup.com/research/reports/the-rise-of-digital-
influence

19. 1. Content matters. Fresh and valuable content matters
most.
2. Know who you want to talk with first, then talk.
3. If you’re not conversing, you’re not using social media
properly.
4. Understand why people may want to talk with you.
5. Understand the culture of each social media channel.
6. Sharing is everything. Share 110% of the time.
7. It’s not about you, it’s about your network.
8. Listen. Not just once but constantly.
9. Participate and be yourself.
10. Practice abundance thinking >> include, share, amplify.
10 Tips for succeeding with social

20. PERSONAL/PROFESSIONAL
LEARNING NETWORKS
What is a PLN and why should I care?

21. “Lasting and
substantive change
can be best effected
by a group of people
connected to each
other, to a leader and
to an idea”
-Seth Godin, Tribes author
http://www.wired.com/epicenter/2009/02/ted-seth-godin/

22. A Personal Professional Learning Network is..?
“…a network set up by an individual specifically in
the context of her professional activities through
online platforms to support her professional non-
formal learning needs.”
From “Understanding Personal Learning Networks,” by Krebs and Holley
http://journals.uic.edu/ojs/index.php/fm/article/view/3559/3131#p4

23. Stages of PLN growth
Building
Maintaining
Activating
connections
for purpose
of learning
From “Understanding Personal Learning Networks,” by Krebs and Holley
http://journals.uic.edu/ojs/index.php/fm/article/view/3559/3131#p4

24. SocialMedia
Engage Create
Trust
Moveto
Action
The (online community) social
media activity funnel

25. Factors influencing choice building a PLN
Communality – suitability of that person’s experience or
expertise for learning
Organization of the contact
Network of a contact
Reputation
*Trustworthiness of people
*Like-mindedness
*Real potential for collaboration
*Real potential for learning
*play important roles in the building phase
From “Understanding Personal Learning Networks,” by Krebs and Holley
http://journals.uic.edu/ojs/index.php/fm/article/view/3559/3131#p4

26. Social Capital
• Quite simply put: the effort put into and received
from cooperative deeds
• Investment in social relations produces returns
On an org level, this is called “karma banking”

27. Role of Network Weavers
In a healthy community, the network weaver forms
relationships with many small clusters, and
eventually connects individuals and clusters who
may help each other. (Krebs and Holly)
Anyone can be a network weaver, if you
intentionally connect people and resources to each
other.
From “Understanding Personal Learning Networks,” by Krebs and Holley
http://journals.uic.edu/ojs/index.php/fm/article/view/3559/3131#p4

28. What would you achieve with a Personal/Professional Learning
Network?
Will it address or solve a problem?
What do you want to learn?
~ paired discussion ~
Develop your PLN Objectives
Example objectives: “To find and learn more about the field from
my professional peers in other organizations.” OR
“To learn more about developments in Jewish education.”

29. UNDERSTANDING AND
USING LINKEDIN

30. 238 million members

31. Linkedin is all about utilizing connections

32. LinkedIn US demographics

33. Benefits of using LinkedIn

34. 34
Company
Page
Group Personal
Profile
Ads
Metrics Has
metrics/Insight
s, targeted
updates
Limited
metrics or
apps.
No metrics Metrics for
CPC
Features Highlight jobs,
services,
products
Announcemen
ts,
promotions,
jobs, featured
discussion
All kinds of
apps, ways to
highlight
experience
Can use very
specific
targeting
What you can
post
Integrates
photo, video,
text, links
Photos, links,
discussion
topics
Integrates
photo, video,
text, links.
Photo images
The many ways to “Link In”

35. • Degrees of connection (get introduced)
• Groups (allow all to connect with you)
• Newsfeed (connect more deeply, get news)
• Inmail (Send Linkedin message to someone you don’t know)
Use LinkedIn to connect 4 ways

36. Using LinkedIn for your PLN
1. Optimize your profile and complete it
2. Create connections
3. Find groups of interest
4. Search your connections, and theirs
5. Message and reconnect/connect
6. Find brands/organizations to follow
7. Look at who’s viewed your profile
8. Look at who’s viewed your updates
9. Give and ask for recommendations
10. Comment on a group discussion

37. Optimize your personal profile
1. Optimize for search terms, keywords, phrases
2. Complete background summary section
3. Complete all job experience summaries
4. Try to get at least 100 connections
5. Add at least 5 recommendations
6. Add other areas: projects, publications, volunteer,
interests
7. Complete advice for contacting you (at bottom)
8. Post an update to your home page

38. Your LinkedIn Home page

39. Who’s viewed your profile

40. Who’s viewed your updates

41. Follow LinkedIn channels (under interests)

42. Follow Linkedin influencers (under Interests)

43. Find Groups…begin connecting

44. Find companies to follow

45. Let’s practice!
http://www.flickr.com/photos/lenifuzhead/64070148/sizes/m/in/photostream/

46. UNDERSTANDING AND
USING TWITTER

47. Twitter500 million users
200 million active daily users

48. It’s about RELATIONSHIPS, not
broadcasting

49. Nu….what IS this Twitter?
Real-time conversation with anyone…about what
you or they are interested in.
• Find the people that you want to converse with and the
interests to converse about, and fearlessly dive in.
• Think of it as diving into the conversation at a party – no
harm in walking quietly up to a group, listening for a
while, then going for it.
• Find the conversation and learn, connect, and
expand your network.

51. Jumping in…

52. Your footer here 52

54. Twitter generosity

55. Creating your Twitter account
- Picking a username (15 characters max)
- Creating a bio (160 characters max)
- Avatar
- Header (1252 x 626 px)
- Background
- Use login verification (under security settings)
- Check your apps periodically
- Under privacy settings: select “Do not track”
- Under privacy: Adding a location – your preference
- Customize email notifications

56. Some basics…
- Who sees what you tweet (live demo)
http://www.slideshare.net/joshuabaer/twitter-replies-who-
really-sees-the-tweet-you-just-sent
- What is private and what is not (live demo)
- Creating lists to filter the noise
- Using a 3rd party to filter the noise (Hootsuite,
Tweetdeck)

57. Pro Tip: Use a third-party app to manage
Twitter, such as Tweetdeck or Hootsuite
• Manage the noise
• Schedule tweets
• Cross-schedule to other sites
• View Klout scores
• Focus on conversations and topics
• Follow # (hashtags) of interest

58. 3rd party app: Tweetdeck

59. Understanding Twitter lingo
Tweet
RT = retweet
MT = modified retweet
@ = tweet directed at a particular user
# = topic (fanciful or serious)
DM = direct message
#FF = follow Friday
#ICYMI = in case you missed it
^ = right before the name of who tweets
HT (or h/t) = hat tip
w/ = with
Via @ = a way to acknowledge content source

60. Twitter advice for
newbies

61. Twitter etiquette
• It’s totally ok to interrupt a public conversation
• Tweeting 10 – 20 x/day is ok, but 10-20x/hour is not
• Don’t spam your stream or one person
• Don’t just tweet your own content
• Do generously include others with “cc” or @
messages
• Do generously share others’ content, give credit,
have conversations
• Join any Twitter chat, try to introduce yourself
• Don’t spam your Facebook stream by connecting
tweets to Facebook

62. Your footer here

63. Twitter resources
What is Twitter?
http://socialmediatoday.com/daniel-zeevi/1371811/twitter-101-what-
twitter-really-about
If you @message, who sees it?
http://www.slideshare.net/joshuabaer/twitter-replies-who-really-sees-
the-tweet-you-just-sent
Build your personal identity/brand
http://mashable.com/2009/05/20/twitter-personal-brand/
Building a Twitter community
http://mashable.com/2008/11/10/twitter-community/
Twitter engagement and best practices (curated)
http://www.scoop.it/t/twitter-best-practices-engagement-and-research

64. Where to find tweeps
• Twitter directories (and add yourself!)
• http://www.twellow.com/
• http://wefollow.com/
• Twitter’s native people search & suggested
• Search bios: https://followerwonk.com/
• http://twopcharts.com/
• Follow people that others follow
• Search hashtag conversations or twitter chats and
follow those folks participating #jedchat, #jed21c,
#commbuild, etc. (try twubs.com too)
• Use search.twitter.com or Tweetdeck’s search
• #FF recommendations you see
• Ask your friends on Twitter who to follow!!

65. Start with the Fine 100

66. Let’s practice!
http://www.flickr.com/photos/17423713@N03/2829251197/
The kitty makes it
less scary to dive in,
right?

67. Recheck: How are
you feeling?

68. UNDERSTANDING AND
USING FACEBOOK

69. 1.15 billion active users

70. Personal
Profile
Group Page Ads
Metrics No metrics.
Can segment
friend lists.
No metrics or
apps
Has
metrics/Insight
s
Metrics for
CPC and
CPM
Apps Can use apps,
no contests
No apps.
Group chat,
doc share
features
Can use
Apps, run
contests
None
Advertising Is the
audience for
ads
Cannot point
ads
Can point FB
ads to your
Page
Can point to
another FB
Page or
external site
Who can post Must post as
an individual
Must post as
an individual
Can post as
business or
indiv.
Posted by the
Page or
business
The many faces of Facebook

71. Understanding Facebook’s newsfeed
http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/

72. Facebook “healthy checks”
1. Complete your About section wisely
2. Segment friends into lists
3. Understand privacy settings: Set what others
can/cannot view
4. Review apps settings regularly
5. Create secure browsing and log-ins
6. Public posts are PUBLIC – review your timeline
7. Friend those you know
8. FB chat/message is just that – use it wisely

73. This is where you access all your settings

74. Create & review friend lists
To create a new custom friends list:
• From your “Home” page, scroll down to the
Friends section and click More
• Click Create List
• Write in the list's name
• Enter the names of friends you want to add to this
list in the Members section
• Click Create

75. Review your entire activity log

76. Review timeline/tagging settings
Find at https://www.facebook.com/settings

77. Review privacy settings

78. Review app settings

79. Review ad settings

80. Using Facebook for your PLN
1. Create friend lists
2. Find groups and Pages of interest
3. Look out for events
4. Message and reconnect/connect
5. Find people to follow
6. Follow or create interest lists
7. Decide how personal/professional will mix
8. Search for hashtags and see where they take you
9. Find Interest lists to follow
10. Participate in groups of interest
11. Find and tag people in conversations

81. Public posts are…very public!

82. 10 things to try on Facebook…
1. Tag someone in a comment
2. Tag someone or an organization in an update
3. Use a Facebook hashtag
4. Tag someone in a photo
5. Add/upload an image to a Facebook update
6. Create an unique Facebook cover photo
7. Add life events
8. Add a Note
9. Add in Instagram
10. Create a Facebook Event

83. Let’s practice!
http://www.flickr.com/photos/51035587720@N01/3007022777/

84. MIXING PERSONAL &
PROFESSIONAL
Where’s the line? Is there a line? Plus,
the role of social media policies at work

85. https://twitter.com/farra/social-eds/members

86. Leaders are expected to be online & receptive
• New expectation of “access” to leaders and org staff
• Desire to “know” leaders and staff
• Leaders are expected to listen to the online chatter
• Leadership transcends the bricks and mortar
location, extends to online locations
• Vision and POV expected to be shared where
stakeholders are accessible
• Being online = being “open,” no social footprint =
being “closed”

87. Your footer here
Professional
versus
personal
Twitter

88. Exactly how personal??
You entirely
Your
interests +
your
professional
voice
Your
professional
voice +
your
interests
The
distanced
professional
Would your mom read it and
cringe?
Are you able to truly converse?

90. The personal/professional challenge
• What would you gain by separating you & you?
• What would you lose?
• How would it help your PLN?
Would you have to create a whole new PLN?

91. SM policy resources for organizations
Pinterest board of social media policies
• http://www.pinterest.com/askdebra/social-media-
policies/
Downloadable (PDF) workbook for Jewish
organizations:
• http://darimonline.org/files/darimsmpw.pdf

92. The social media policy playbook
http://darimonline.org/files/darimsmpw.pdf

93. What will you do next week in social media?
http://www.flickr.com/photos/49503107561@N01/215916577/">sara |

94. Email: debra@communityorganizer20.com
Website: communityorganizer20.com
Blog: http://communityorganizer20.com
Linkedin: linked.com/in/debraaskanase
Twitter: @askdebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977
I’m always happy to answer follow-up
questions!