Intro to Social Media for Professionals

Social Media for
Professionals
Intro to Best Practices
@nataliazarina
https://www.linkedin.com/in/nataliaquintero

Professionals x Social Media
This presentation has been edited for public circulation from a
presentation given to a university staff audience. The presentation
provides samples of best practices for individuals looking to
participate in social media as professionals.
2

What are the different ways to use social
media?
Institutional Use Professional Use Personal Use
- Business oriented

- Strategy driven

- Measured return on
investment

- Led with brand planning
and organized execution
- Professional and
personable tone

- Connects with other
relevant professionals and
builds a community of like-
minded individuals

- Shares relevant content
and insightful commentary
- No strategy, casual tone

- Personal content prevails

- Intimate information is shared
with friends and family as the
target audience

- Shares content the individual
ﬁnds interesting
Companies, government
agencies, universities….
Presidents, business leaders,
authors, professionals….
Anyone
3

Which social media should I use?
Basic - LinkedIn
- Creates profile, connects
with other professionals and
keeps profile updated
Intermediate
- LinkedIn
- Twitter
- Facebook*
- Creates profile, follows
relevant profiles, consistently
engages others with relevant
and professional content
Advanced
- LinkedIn
- Twitter
- Blogging
- Facebook*
- Personal website*
- Creates profile, writes, edits
and shares relevant content
with consistency
- Integrated approach of
content-sharing across
platforms
Keep in mind that social media for a professional is different than social media
for private use. You do not have to use all social media to have an effective
online brand.
*May be unnecessary depending on planned use 4

What We Review
Introduction 1
Getting Started - What are Social Media? 6
Getting Started on Social Media - Basic 14
Getting Started on Social Media - Intermediate 21
Getting Started on Social Media - Advanced 32
Best Practices 40
Additional Resources 44
5

Social media are mediums that facilitate
conversations supported by the internet.
What are Social Media?
Overview7

What makes it diﬀerent from other media?
Social media differs from traditional media in these ways:
Web users and readers often produce the content.
Anyone is able to distribute their writing, photos, and
videos.
Conversations ﬂourish between readers (or viewers) and
the people who create content.
Communicators distribute their own content, rather than
rely on newspapers or other traditional media.
Content is available immediately
8
Overview

Why is Social Media Important?
67% of the global internet visit social
networks
• No other existing media is capable of diffusing
information faster than social media. Television,
newspaper and radio no longer rule media.
• By delving into the world of social media, participants
can share content that is relevant to them, build a
community, and get help in communicating their
message from enthusiastic fans, friends, and
colleagues.
9
Overview

What are the most popular sites?
Facebook: Build an online
community around your
department’s activities.
You can use Facebook to develop
an online community and share
information about events and
programs. Students in particular
may be more likely to find you on
Facebook than on a free-standing
webpage.
Twitter: Share brief messages
of 140 characters or less.
Twitter lets you post brief
messages in a snack-like format.
On Twitter you can build, maintain
and develop social relationships
with colleagues and thought
leaders.
YouTube: Grab attention with
short, compelling videos.
YouTube videos can attract
attention from a worldwide
audience. Videos can highlight
department-specific projects and
student initiatives, among many
potential opportunities. Videos
should be short—often two
minutes or less—in order to keep
viewers interested.
LinkedIn: Improve your
professional network.
Your department may want to
consider forming a group on
LinkedIn as a way to interact
with students, alumni, and
relevant companies outside of
the immediate academic field.
10

What are the pros and cons of social media?
When used effectively, social media can
have the benefits of word-of-mouth, on
an exponential scale.
• improved brand equity
• social media nurtures loyalty
• improved ranking on search engines
• provides an opportunity for engagement
with others
• greater access to international audience
• opportunity for conversations and feedback
• improved networking opportunities with
thought-leaders and businesses.
If you are unprepared and launch your
social media presence without proper
planning, you could waste valuable time
and brand equity.
• Not having a clear social media strategy may
result in reduced benefits for your brand
• Social media is immediate and needs daily
monitoring.
• If you don't actively manage your social media
presence, you may not see any real benefits.
• Social Media return on investment is difficult to
define
11
Overview

Who uses social media?
Close to 1.7 billion people have active social media accounts. Importantly,
some of the most inﬂuential people and brands in the world carry a strong
presence.
Thought Leaders Gov. Agencies Companies Universities
12
Overview

What are the rules of effective social media
use?
Building the brand of an individual is not too different from building the
brand of a company. For either you need to have an authentic voice, a
strategy and willingness to explore and develop your brand in an ever-
changing online community.
Key ingredients for success
Participation
Consistency
Connections
Conversation
Authenticity
13
Overview

Basic - LinkedIn
- Creates proﬁle, connects with
other professionals and keeps
proﬁle updated
Intermediate
- LinkedIn
- Twitter
- Facebook*
Advanced
- LinkedIn
- Twitter
- Blogging
- Facebook*
- Personal website*
and shares professionally
relevant content with
consistency
content sharing across
platforms

LinkedIn Basic
1. Complete your LinkedIn profile
• List your current position and at least two
past positions.
• Add your education information
• Include a link to your Twitter profile and
Blog if you have any
2. Use keywords within your profile
summary section
• The summary section on your LinkedIn
profile is where you have the most flexibility
to expand upon who you are. Write the text
in your summary section in the first person,
as if you were describing your professional
past to your boss.
3. Leverage your existing natural
network
Your existing contacts can provide a rich
online networking experience and can help
you quickly ramp up your visibility. This
foundation network is key to creating a
powerful presence on LinkedIn.
16

LinkedIn Basic
4. Send a LinkedIn invitation to connect to existing contacts though the “Add
Connections” feature.
• Review colleagues from your current and past work experience and send invitations to
connect.
• Find classmates from high school and college to connect with.
• Review the “People You May Know” list.
5. Focus on timely and relevant status updates
You should strive to be visible and valuable during business hours and your status
updates should add value to your target markets.
17

LinkedIn Basic
6. Join and participate in
groups
Join groups that are relevant
to you, your industry or target
market. Use these groups to
facilitate conversations where
ideas can ﬂourish, questions
can be answered, and
relevant events / meet-ups
can be planned. Share
relevant, resourceful, rich
content with your groups that
can help other members.
Most importantly, engage
others by asking questions
and responding to comments.
18

LinkedIn Spotlight: What is an example
of effective use?
Basic
19
Profession: Entrepreneur
Why effective?
Cristina shares recent
professional activity with her
LinkedIn network, thanking
and highlighting individuals
she partners with. She
creates relevant content that
keep her top of mind and on
the radar of other
professionals. Sharing
relevant updates creates an
opportunity for engagement,
collaboration, and can
deepen ofﬂine relationships.

LinkedIn Spotlight: Sample Posts Basic
20
Announce news of your own: "Pleased to welcome @PersonName to our research center <link>"
Share a relevant article: “Found this article about X insightful and informative <link>”
Call attention to a colleague or peer's publication: "Recommended reading: @PersonName article
about X <link>"
Cite / critique a news story: “My academic research contradicts the ﬁndings of this study because X
<link>, do you agree with the study’s ﬁndings?”
Connect with other professionals: "Looking forward to seeing @PersonName and @PersonName at
event X <link>"
Key Notes
• Use the symbol “@“ before a
company name or individual
name to tag that person to
your post
• Copy and paste article links
to share content.

Basic - LinkedIn
proﬁle updated
Intermediate
- LinkedIn
- Twitter
- Facebook*
Advanced
- LinkedIn
- Twitter
- Blogging
- Facebook*
- Personal website*
consistency
platforms

Twitter Intermediate
1. Build a profile and write a good bio
Create your bio as if it's an online
resume, or an introduction at a
professional conference. Stating your real
name and having a recent picture of you
is preferred.
2. Follow Others
Find former and current colleagues on
Twitter. Search for them by name or
website in the top search box, and then
click the "Follow" button on their profile.
Tweet them with a greeting, using the
"@" followed by their username. Be
selective and only follow people you are
interested in to ensure you will get the
most out of your Twitter profile. Think of
following people, news sources,
companies, and leaders that interest you.
Imagine you were building a news feed
that only showed you content from
sources that interest you – that is exactly
what you are doing here.
23

Twitter
3. Tweet original content, Retweet, and tag
other’s
Start tweeting about professional topics and personal
interests. Think of Twitter as a conversation at a work-
based social gathering. Keep your topics educational,
news related, entertaining and slightly personal. If you
share some information or retweet a post, make sure
you acknowledge the source where it came from.
Typing a simple “via @user” helps in creating a
network and will affirm you as a professional and
credible individual.
4. Make use of hashtags
Using hashtags increase a user’s visibility in a
particular area of discussion and increases the number
of followers from a specific domain.
5. Have a focus
The reason why you need to fill out a good profile bio
is for people to know what to expect from you and
your updates. You should try to stick to this
throughout all your updates, more or less.
24
Intermediate

Twitter
6. Tweet consistently, but not constantly. Professionals like to follow Twitter users that know up-
to-date industry news, tweet thoughtful comments and retweet or respond occasionally. People who
tweet every 20 minutes can clog a twitter feed, and ﬁnd themselves with fewer followers.
7. Be authentic. Twitter is a great professional tool, but it’s important that you don’t forget to be a real
person. Share some personality and voice in your tweets, and avoid copying and pasting headlines.
Letting followers connect with the real you is a much more authentic way to develop your professional
network.
8. Don't be shy. If you ﬁnd a post that you want to respond to. Click the reply button and state an
opinion, ask a question or say "Thanks" for a helpful industry post. You will gain followers is by
thoughtful interaction.
Tip: Before heading to a meeting or conference, look up attendees on Twitter and connect with
them. Conversing through social media can make it easy to break the ice and become familiar
with others before heading to the event, making it easy for you to network and connect in
person.
25
Intermediate

Twitter Spotlight: What are good examples of
effective use?
Profession: Astronomer,
Director of Museum department
Why effective? Neil shares
content that is specific to his
field of expertise.He relates that
content to national events,
maintains a professional and
authentic personality.
Profession: Economist, Author
Why effective? Moises shares
content that is specific to his
field of expertise and related to
his recently published book.He
relates that content to world
events, maintains a professional
and authentic personality,
engages other professionals
and has built a community of
loyal followers.
26

effective use?
Profession: Philanthropist,
Professional Consultant
Why effective?
Susan engages professionals in
her industry by praising their work,
sharing their mission, and thanking
professionals she collaborates with
online.
Profession: Journalist
Why effective?
Jorge uses social media to share his
professional coverage of relevant
world events. He promotes his
articles and his interviews. His
consistent coverage on Latinos in
U.S. politics have made him one of
the most inﬂuential journalists in the
country, a status he has gained due
to his consistent social engagement.
27

effective use?
Profession: “Harvard Business
School professor who studies
entrepreneurship” -Twitter Bio
Why effective?
Tom shares professionally relevant
updates (see image). He highlights
and showcases his students, he
engages with industry thought
leaders, and he shares + promotes
his research.
Profession: Computer Science
Professor
Why effective?
David highlights and showcases his
students, their work, and their ongoing
accomplishments after taking his Intro
to Computer Science class. He
promotes the class he teaches
throughout the year and shares useful
resources about computer science.
28

Twitter Spotlight: Sample Posts
29
Announce news of your own: "Pleased to welcome @PersonName to our research center <link>
#UDLAresearch”
Share or Retweet a relevant article: “Found this article about X insightful and informative <link>
#DigitalMedia ”
Call attention to a colleague or peer's publication: "Recommended reading: @PersonName article about X
<link> #entrepreneurship ”
Cite / critique a news story: “See my analysis of this X in my most recent article <link> #WorldBank ”
Connect with other professionals: “I enjoyed collaborating with @PersonName at X <link>
#RelevantHashtag”
Key Notes
• Use the symbol “@“ before a company
name or individual name to ﬁnd their
twitter name and tag that person to your
post
• Copy and paste article links to share
content.
• Use #hashtag that is relevant and makes
your tweet easier to ﬁnd
• Remember you only have 140 characters!
Highlight individuals: ”Congratulations to @PersonName, who took my class 2 years ago and is graduating
today with honors! <photo of graduation> #relevanthashtag ”

Facebook
Unless you publish a book or have a
constant stream of content to share to a
specific audience, we do not recommend
you use Facebook as a professional tool.
Facebook can be very useful when
engaging groups of people around events,
brand pages, and niche groups.
An example of Facebook for professional use
could be creating a Facebook page for
students in a particular field. Using this
example we would advise:
1. Create a Facebook page
2. Promote your page online and offline
3. Post content that encourages people to
interact with your page
4. Provide relevant and timely content
5. Highlight students or colleagues on this page
6. Buy Facebook ads to engage more students
7. Link to other relevant websites and relevant
content 
30
Intermediate

Facebook Spotlight: Sample Posts
31
Key Notes
• Use the symbol “@“ before a
company name or individual name to
tag that person to your post
• Copy and paste article links to share
content.
• Use #hashtag that is relevant and
makes your tweet easier to ﬁnd
Announce news: “Today we welcome @PersonName to the department of X, read more about his
background here! <link> @companyname #RelevantHashtag ”
Share formal content: “This article from professor @PersonName about X is a great introduction to X topic.
Read more here <link> #RelevantHashtag ”
Sponsor an event: “Join us tomorrow at X event! We will be sharing X and speaking with @PersonName
about X <link> ”
Highlight individuals: ”Meet @PersonName, a second year student @Company studying architecture. This
week we congratulate her on winning the X architecture contest. Congratulations! <photo of student>”
Share informal content: “Today the cafeteria is serving X, a traditional pastry that we are recreating in our
culinary course this week! Learn more about our class here <photo> <link>! #RelevantHashtag”

Basic - LinkedIn
proﬁle updated
Intermediate
- LinkedIn
- Twitter
- Facebook*
Advanced
- LinkedIn
- Twitter
- Blogging
- Facebook*
- Personal website*
consistency
platforms

Blog Advanced
1. Pick a topic
2. Pick a blogging platform
• Tumblr, Wordpress, Blogger, or
personal website
3. Pick a writing style
• Essays, reviews, subject matter
expert commentary, opinion piece,
news / events?
4. Write your ﬁrst post
5. Share your post on other media
6. Take time to ﬁnd your voice
• Who are you trying to reach? What
do you have to offer, tell, or sell?
How will you differentiate your blog?
7. Stay consistent on your blog format
and topic
8. Make it a habit to check your blog
9. Write your next post
10. Go deep on your topic of expertise
11. Look at your analytics
34

Blogging Spotlight: What is an
example of effective blogging?
Advanced
35
Profession: Paul Graham is an
investor and founder of a startup
accelerator
Why effective?
Paul writes consistently thoughtful
essays about a variety of topics
relevant to his ﬁeld. Over time he
has has crafted a unique voice and
gained a large loyal following for
his frank, personal, yet professional
writing style. His essays are not
only consistently informative, they
also answer questions and
concerns with detailed and
thorough expertise.

Blogging Spotlight: Sample Posts
36
Highlight the most important news in your field this week:
<Title: This Week in the News>
This week’s news revealed to us that X and Y. Here are the most important takeaways from this
week’s news and discoveries.
1. <Example: Greece made a deal with Germany>. <Industry specific analysis: What this means for
the European Union, the global economy, etc>
2. <Example2: Ecuador made a treaty with X>. <Industry specific analysis: What this means for the
local politics, the economy, etc>
Share your experience at a conference:
<Title: Lessons Learned from X Conference>
“Quote from conference” - Speaker Name
1. <Bold Summary> Innovation in education is a collaborative ongoing effort. <Explanation> X
speaker spoke about the importance of X explaining how Y. This is critical because X….
1. <Bold Summary> Willingness to learn and adapt is critical for 21st century universities.
<Explanation> One of the most revealing seminars at the conference introduced a discussion of
X, Y, Z.

Blogging Spotlight: Sample Posts
37
Share your academic articles via your blog:
<Title: CNN Espanol Interview>
Last week I spoke with CNN Espanol about X, Y, Z. Click below for the complete interview and share
your opinion in the comments.
<link to interview video>
Share what you have learned about your industry / job:
<Title: Celebrating 15 Years of Teaching, What I Have Learned>
“Quote from thought leader” - Source
When I ﬁrst became a professor I……today after 15 years I reﬂect on what I have learned as a
teacher, researcher, and life long learner.
1. <What I learned #1>

Personal Website Advanced
38
Why own a personal website?
• Creating a personal website is an
easy way to present yourself as a
professional to the online world.
• You can easily create a well-
designed web page using free or
low-cost resources ( about.me /
flavors.me )
• One page is sufficient and can
serve as an online business card.
• A personal website will give you
greater control over your branding
and allow you to highlight the work
you do online and offline
1
2
3
4
What makes a good personal website?
1. A clear statement of what you do professionally and what your interests are
2. A link to relevant social outlets you use elsewhere on the internet (LinkedIn, Twitter, etc)
3. An example of your professional work / your professional portfolio
4. Content that gives a visitor insight into your professional thoughts and persona
1
2
3
4

Social Media Analytics Advanced
39
If you are actively sharing content across different social platforms it is
important that you track how your social media activity is performing. By
tracking your activity you will be able to improve and measure your results.
How to use analytics
1. Pick an analytics service provider

2. Link your social platforms

3. Set a goal or hypothesis of what you
would like to learn using analytics
services

4. Test your content

5. Develop your content strategy by
gaining a better understanding of
who your audience is and what type
of content they are receptive to

6. Track your progress
Recommended Companies

Best Practices from the Harvard Business Review
1. Listen closely. For those CEOs still hesitant to embrace social
media, listening and watching should be the first step. Monitoring
the online conversation is a way to gather data on stakeholders and
gauge what is being said about their companies. Consider applying
the “rule of five”: follow five other people (e.g. colleagues, industry
leaders) and five other types of accounts (e.g. trade publications,
competitors).
2. Choose platforms wisely. For those hesitant to throw
themselves out there online, find the right social vehicle..You can
start internally or on your corporate website with a short welcoming
video on your Careers page. Or you can start with a basic profile on
LinkedIn before working your way up to a long-form Influencer post.
41
-Harvard Business Review

Best Practices from the Harvard Business Review
3. Embrace a “media company mindset.” Take hold of the trend
in narrating the company story and use the company website or
YouTube channel as a media platform to publish thought leadership
or content. CEOs should be featured regularly, even if it is footage
from a speaking engagement or a snippet from a town hall meeting.
4. Develop a thick skin. No one likes to hear criticism, but you
have to learn to take the good with the bad. As CEO, try not to take
it personally and tell yourself that you are in this to listen and learn.
5. DIY. Do it yourself. Outsourcing sociability might save time but
employees can sniff out inauthenticity in a nanosecond. You can
get assistance but it is always best to be the editor-in-chief.
42

How are professional leaders using social
media?
Being social was once considered too risky, because CEOs feared that saying
the wrong thing online would ignite a firestorm of antagonists, dissatisfied
customers, and disgruntled employees, who could threaten the company’s
reputation. Now, having a digital strategy integrated across multiple
channels is the new mandate to neutralize criticism. It’s become more
important to transparently tell the company’s story and join the
conversation. Research has shown that executives with social CEOs say
their CEOs’ social media presence makes them feel inspired (52%),
technologically advanced (46%), and proud (41%). Sociability shows that a
leader is listening, open to engaging in two-way dialogue with
stakeholders, and comfortable with change.
“80% of the chief executive officers of the world’s largest
50 companies are engaged online and on social media”
43

Helpful Links
45
Harvard Business Review
• What’s Your Social Media Strategy? < https://hbr.org/2011/07/whats-your-social-media-strategy >
• What CEOs Have Learned About Social Media < https://hbr.org/2015/05/what-ceos-have-learned-
about-social-media >
• How to Separate the Personal and Professional on Social Media < https://hbr.org/2015/03/how-to-
separate-the-personal-and-professional-on-social-media >
The Muse
• 5 Templates That'll Make Writing the Perfect LinkedIn Summary a Breeze < https://
www.themuse.com/advice/5-templates-thatll-make-writing-the-perfect-linkedin-summary-a-breeze?
ref=carousel-slide-1 >
• Thought Leadership < https://www.themuse.com/advice/everything-youve-wanted-to-know-about-
thought-leadership-but-were-scared-to-ask?ref=carousel-slide-5 >
• The 35 Best Personal Websites We've Ever Seen < https://www.themuse.com/advice/the-35-best-
personal-websites-weve-ever-seen >
PricewaterhouseCoopers
• How to develop your personal brand < http://www.pwc.com/us/en/careers/campus/assets/img/
programs/personal-brand-workbook.pdf >
McKinsey
• The social economy: Unlocking value and productivity through social technologies < http://
www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy >

Helpful Links
46
McKinsey (continued)
• The social economy: Unlocking value and productivity through social technologies < http://
www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy >
• Demystifying social media < http://www.mckinsey.com/insights/marketing_sales/
demystifying_social_media >
• Internet matters: The Net's sweeping impact on growth, jobs, and prosperity < http://
www.mckinsey.com/insights/high_tech_telecoms_internet/internet_matters >
• Big data: The next frontier for innovation, competition, and productivity < http://www.mckinsey.com/
insights/business_technology/big_data_the_next_frontier_for_innovation >
BCG
• Marketing Capabilities for the Digital Age < https://www.bcg.com/documents/ﬁle96799.pdf >
• The Digital Manifesto < https://www.bcg.com/documents/ﬁle96476.pdf >
Universities and Social Media
• Why Universities Need to Get Social < http://www.wired.com/2013/06/why-universities-need-to-get-
social/ >
• 6 Best Practices for Universities Embracing Social Media < http://mashable.com/2011/10/10/
universities-social-media/ >
• How Today’s Colleges and Universities are Using Social Media < https://vtldesign.com/inbound-
marketing/social-media/how-todays-colleges-and-universities-are-using-social-media/#sthash.
3VRm0W5L.dpuf >
• Higher Education Success Stories: How 3 Leading Universities Use Social Media < http://
blog.hootsuite.com/higher-education-success-stories-3-leading-universities/ >

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