UC Berkeley Center for Health Leaders - Intro to Social Media
1. Social Media 101: What You Need to Know
About Facebook, LinkedIn, Twitter and other
Social Media Tools
Presented by: Ana-Marie Jones (@MsDuctTape)
CARD - Collaborating Agencies Responding to Disasters (@CARDcanhelp)
& Dan Cohen (@dcstpaul)
Full Court Press Communications (@FullCourtPress)
2. Let’s Share:
What are the 3 questions you have about this
whole social media thing?
Social Media 101 UCBCHL November 2011 2
3. Our Goals for Today
1. Today is about YOU
2. Today is a day to PLAY &
Experiment
3. There are NO MISTAKES
4. Today is ONE STEP along a
journey for you (and the issues
you care about)
5. Today you are part of a TEAM
Social Media 101 UCBCHL November 2011 3
4. Where we are headed…
Taking a Deep-Dive into Facebook, Twitter & LinkedIn. Why?
Social Media 101 UCBCHL November 2011 4
5. We can all do this! Take one step…
In the next 5-7 days:
1. Connect to Ana-Marie Jones & Dan Cohen
on LinkedIn, Twitter & Facebook
2. Engage deeply in one new social media
activity – push yourself
3. Tweet/Post one message relevant to your
target group per day
4. Report back & tell us how its going using
hashtag, groups, or emails
5. Create a signature file for your email with
links to social media sites
Social Media 101 UCBCHL November 2011 5
8. Failure IS an Option
www.youtube.com/watch?v=-Vo4M4u5Boc
Social Media 101 UCBCHL November 2011 8
9. Only YOU can find what works for you
& your organization
Social Media 101 UCBCHL November 2011 9
10. HELP is out there – tons of it
BethKanter.org
Social Media 101 UCBCHL November 2011 10
11. Candor
“It Gets Better”
Timeliness
Ease of access
Social Media 101 UCBCHL November 2011 11
12. What social media tools are we using?
Website LinkedIn account
Email Listserv Micro-site
Blog Flickr
Twitter YouTube
Facebook Podcast
Facebook “Like” Page Other
Beth Kanter’s Continuum
Crawl, Walk, Run, Fly!
Social Media 101 UCBCHL November 2011 12
24. My Home Feed – to see the people I’ve connected to
About Them
Facebook listings
featuring your friends
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25. About Me
Facebook listings all
about you
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26. Post pictures for your friends, family and community to see!
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27. Facebook - Try these 5 Things
• Find a friend
• Send a friend a request to be friends
(Follow suggestions or Search someone)
• Give the thumbs up! Like something.
• Post a comment on a friend's wall
• Delete a comment
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28. Explore & Search for people, groups, causes, campaigns:
Try whatever interests you!
Social Media 101 UCBCHL November 2011 28
48. Facebook - Try these next
• Change your info (relationship, location, etc.)
• Check/change your settings
• Post a picture
• Add a video
• Create a page
• Switch between your profile and your page
• Create an event
• Post pretty stuff (ASCII art and images)
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49. Your Organization: Using Data – Engage & Measure
• Just do it!
– Put someone in charge & make
them accountable
– Refresh, remix, reboot your
content
– Track, measure and grade your
progress
• Set it up: Set your page settings
appropriately. Here’s a four minute video
http://bit.ly/ajAXJ6
Social Media 101 UCBCHL November 2011 49
61. Virtually everything about reaching, serving and partnering
with the public (as well as building and strengthening your
influence) is faster, easier, less costly with social media.
Social Media 101 UCBCHL November 2011 61
62. Remember
We need you! Online and Offline
Start small, safe and simple
Post NOTHING confidential or super private!
Take a class, learn in groups, watch a YouTube video to learn
Have fun!
Connect with friends, family and community
Help make the online world reflective of the best of the offline world
Done right, Facebook will help you to be more connected, safer, more
informed and better able to have a GREAT life!
Please connect to CARD! www.Facebook.com/CARDcanhelp
63. A moment of reflection:
What is my key Facebook Takeaway?
What will I do tomorrow?
Social Media 101 UCBCHL November 2011 63
64. A Great Place to Start!
LinkedIn was officially launched on May 5, 2003 -- five founders
invited 350 of their contacts to join their LinkedIn profiles
Executives from all Fortune 500 companies are on LinkedIn
81% of business-to-business marketers use LinkedIn
LinkedIn is currently the largest online Business Networking
platform in the world
Nearly half of all members are outside the U.S.
LinkedIn users have highest annual income of all the major
social media platforms
Note: Over 85% of employers who are looking to hire,
acknowledge using LinkedIn during their process.
65. What’s The Trend
# LinkedIn
Date Reported
Members
December 2003 81,000
December 2004 1,600,000
December 2005 4,000,000
December 2006 8,000,000
September 2007 15,000,000
December 2008 33,000,000
May 2009 55,000,000
February 2010 60,000,000
March 2011 100,000,000
Useless detail: Ana-Marie was member number 914,566
66. Status Updates
What You Need to Know:
Status Updates (140 character messages) keep your name, agency and your
activities in front of your connections – without any extra effort from you
Can be sent from your cell phone!
Share insights, make requests, announce achievements, send event
invitations, solicit help, and give or receive advice – immediately
Status updates can appear on the LinkedIn homepages of your direct
connections, where they can comment or respond.
Updates are visible to your connections, your entire network, or all LinkedIn
members (depending on your account settings).
Receive expert advice or suggestions from members of your network
Starting/leading a group is easier than ever imaginable
Note: You can link other applications to your LinkedIn
profile – SlideShare, WordPress, Twitter, Polls, etc.
67. Go To Work!
• Fill in complete profile
• Add “Searchable” content
• Post status update
• Comment on the status update of a
connection
• Check your network stats
• Search for a friend/colleague
• Send a request for connection
71. 6 Degrees of Separation
Access to people and information matters!: For informing the
public, funding opportunities, grant management, purchasing,
research, recommendations, advice, volunteers, job opportunities,
project buy-in, etc.
Concept: with 6 Degrees of Separation everyone is at most six
steps away from any other person on Earth - the “small world
phenomenon”
LinkedIn allows you to see your degrees of separation, allows you
to know your network in ways your offline methods can’t
The more robust your personal network, the fewer degrees
between you and the people you want to know
Online, visible networks have benefits beyond offline networks –
portability, speed, trust, durability, sustainability
Note: With social media, you can be better known,
networked and noticed – without leaving your desk!
75. Go To Work!
• Help a friend/colleague: Give a recommendation
• Find & Join a group
• Post a message to a group
• Start a group
• Attach apps to your profile
76. The Possibilities
What would it mean for your career to be
connected to the leaders of your industry?
What would it mean for our collective effectiveness
to be connected via LinkedIn and other social media
platforms, as well as text messaging?
What would it mean for YOU to be in the most
connected and informed industry in the country?
Note: Just using status updates can leave us
exponentially more prepared for emergencies!
77. A moment of reflection:
What is my key LinkedIn Takeaway?
What will I do tomorrow?
What myth have I busted?
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78. Does Twitter feel like this to anyone?
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79. Twitter History
Founded: San Francisco, CA
Launched: July 15, 2006
Founders: Jack Dorsey
Evan Williams
Biz Stone
Note: Founders worked at
a podcasting company Slogan: What's happening?
called Odeo, Inc. They
were facing major Growth:
competition from Apple •400,000 Tweets per quarter 2007
and other heavyweights.
•100 Million Tweets per quarter 2008
“Our board was not feeling •4 Billion Tweets 1 quarter 2010
st
optimistic, and we were •70,000 Registered Apps by Mar 2010
forced to reinvent •145 Million registered users Sept 2010
ourselves.” @Ev
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80. Twitter Basics
• Basic Message – 140 characters
including spaces – is called a
“Tweet”
• Your sent messages are available
to anyone (unless you lock your
site) – and are sent directly to
your “followers” stream
• Messages from the people you
“Follow” are sent to your stream
Twitter is the RUSHING
river of Social Media!
• Individual users have account
names (@FriesenVA, @dcstpaul,
You create your own stream.
@MsDuctTape) – identified by
“@NAME”
Twitter Apps are the tour
guides, cruise directors, etc.Media 101
Social UCBCHL November 2011 80
81. Twitter is a Listening & Response Tool
• Elections in Iran
• Attacks in Mumbai
• H1N1, Whooping Cough
• Haiti Earthquake
• Deepwater Horizon Oil Spill @ReallyVirtual: Uh oh, now I’m the guy
• Japan EQ/tsunami/nuclear who liveblogged the Osama raid without
knowing it. May 1, 9:41 am
• Death of Osama bin Laden
Benefits:
• Faster than traditional media
• Tailored (user picks sources)
• Cell phone accessible
• Easy, few skills required
• Massive public acceptance
• More available dollars than Gov
*People you NEED to hear from…are Tweeting
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82. Listening on Twitter?
• 15 Billion
messages sent
• 140 characters
or less
• Millions of
individual
broadcasting
networks with
custom-built
audiences
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83. Twitter Starting Point - Listen
• Counter-intuitive – ALWAYS listen first
• Follow 5 new people – see who they
“listen” to, then five more, then five more
– watch the conversation happen
• Try a search – Search.Twitter.com
• Read the conversation – who is saying
what? Follow some interesting folks.
Originally Adapted from http://www.readwriteweb.com/archives/5_simple_twitter_listening_tips_every_marketer.php
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84. Basic Searching
• Search for terms
that matter to you
• Search.Twitter.com
• See what
happens…
• See who is
talking…
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85. Twitter – Hashtags
Search a
“hashtag”
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86. What Should You Listen For?
• What are people talking about?
• What’s being said in your community?
• Who is dominating the conversation?
• Who is responding?
• What’s the tone?
• Is there a voice missing?
• Is there information missing?
• What value can you add?
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87. Now…Go to Work
• Use search features to find topic,
hashtag or someone you like
respect
• Look through the people they
follow – evaluate a few tweets
from a few of them
• IF you find something they have
said you really like – Retweet it
• Bonus points for editing,
reposting, and crediting tweeter.
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88. What to say? What to say?
Now What?
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89. What do 140 Characters Look Like?
Another option:
Open twitter.com &
just start typing
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http://beth.typepad.com/beths_blog/files/morning_icebreaker.pdf
90. What Makes a Story?
• Controversy. The worse it is, the better for the media.
• Conflict. Between groups of people, industries, issues or ideas.
• Problem/Solution Dynamic. If you want to talk about a problem, YOU’D
BETTER tell them a solution.
• Timeliness & competitive advantage (Is it an exclusive to that paper or TV
station?).
• Access to & reliability of sources – often just knowing there is someone
who can educate a reporter on an issue is reason enough for them to feel
comfortable enough to do a story.
• People/Personalities. Large mistakes by little people
or Small mistakes by big people.
Author’s Note: These next three slides come from Media 101
presentation by FCP – but are instructive for us
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91. What Makes a Story?
• Dramatic Human Interest. Include the stories of real people, their
triumphs, tragedies, and anecdotes.
• Trends. Stories that suggest new opinions, behavior patterns and
attitudes. Three is a trend; find at least three examples to assert that a
new trend is emerging.
• New Announcement. “Unprecedented” or “groundbreaking” or “first-
ever”. Reporters are only interested in new news, not old news. Make it
fresh.
• Localize national story (and vice versa). Take a nationally breaking story
and emphasize its local impact
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92. What Makes a Story?
• Anniversaries/ Milestones. One year later, 5 or 10.
• Fresh angle on old story. Take old story add fresh twist.
• Stories. Individuals, community leaders, or galvanizing spokespersons who
may become news themselves.
• Special event. A huge conference, rally, or gathering. Frame event to
capture the issue and importance.
• Rapid Response. React & OWN news others have made.
• Celebrity. If you have a celebrity on your side, someone known in your
community, make sure they are included in the story.
• Strange Bedfellows. Have unlikely allies
come together in solidarity over your issue?
Highlight it in your story.
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93. Mechanics to Tweeting
• Unique Info - Are you first? The only? The most trusted to share it?
• Replies (@twittername) - More personal replies = higher impact
• Direct replies (d twittername) Only if you follow each other, direct
replies are not in the public timeline, helps build deeper bonds,
shows that a real person is listening
• Nods to jobs well done…
• MT – a “modified Tweet” – crediting content but not full retweet
• HT – a “hat tip” to someone who pointed something out
• Announcements/News - if it’s interesting, helpful, beautiful -
tweet it!
• Shout Outs - @dcstpaul Totally ROCKS & @fullcourtpress is
awesome! Thanks to #UCBCHL for sponsoring CARD’s social media
presentations
• Praise – Make friends by telling them they are awesome.
Social Media 101 UCBCHL November 2011 93
94. Twitter – Take Note
@ShaneGoldmacher, LATimes
“I would say that Twitter can be
most effective to cover live, as
they are happening events.”
“Generally, the most effective way
to gain followers/a following is to
find unique, timely and accurate
information and disseminate it.”
Some Twitter Uses:
• Rapid dissemination of info
• Rumor control
• Push traffic to other sites
• Monitor public sentiment
• Tracking/surveillance
• Acknowledge/thank supporters
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95. Using Lists to Manage Information
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96. Social Media Management Tools
HootSuite
Social Media Dashboard
TweetDeck
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97. HootSuite: Managing Multiple SM Sites
Social Media Dashboard
Manage multiple
Social Media
accounts from one
site!
Track:
Mentions
Pending Tweets
Direct Messages
Home Feed
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98. HootSuite: Scheduling Your Posts
HootSuite
Social Media Dashboard
Schedule messages in
advance
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99. HootSuite: Apps and Analytics
Click
HootSuite
Social Media Dashboard
Get Apps and Analytics
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100. How do we work together?
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101. MAKE IT EASY
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106. Now, Take it to Facebook…
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107. Now, Take it to Twitter…
Social Media 101 UCBCHL November 2011 107
108. Some next steps for us…
• Pre-tweets – can we
send out some
common messaging?
• Re-tweets – can we
try to retweet when
peers send tweets?
• Tweet Days – can we
work with our allies?
• Test a Hashtag –
#(you name it)
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109. Some next steps for you…
• Keep listening – and
then listen more
• Try stuff – tweet,
see if anyone
retweets & learn
• Use a tool – to help
manage the data
flow
Social Media 101 UCBCHL November 2011 109
110. Summary
Status Updates provide immediate value “I am OK”, “Bay Bridge down”,
“Free Vaccines available at Oakland Coliseum, today only”
Profile information allows for faster, more effective/efficient
networking, etc.
Social Media monitors the immediate pulse/vibe of public
opinion/thought
Recommendations help distinguish between “self-identified”, and
“community recognized” expertise and value
Groups, Q&A, and online postings accelerate group learning, avoid
waste, leverage resources (no need to experience every problem
yourself!)
Social media platforms adopt and adapt to new opportunities quickly –
much faster than government or other larger agencies can
Billions of people across the globe are already using these platforms
Note: Reaching/serving a connected, united public is faster, easier
and less expensive! Encourage social media use for the people you
serve!
111. Please connect to CARD & Ana-Marie Jones
Support the nonprofit Social Media preparedness effort
CARD can be found online at:
www.CARDcanhelp.org
http://CARDcanhelp.org/Blog
www.Facebook.com/CARDcanhelp
www.Twitter.com/CARDcanhelp
Ana-Marie Jones can be found online at:
www.LinkedIn.com/in/MsDuctTape
www.Facebook.com/MsDuctTape
www.Twitter.com/MsDuctTape
Please consider creating a recommendation on LinkedIn, giving us a shout-
out on any social media platform, sending a note of thanks and appreciation
to our funders. We greatly appreciate your support! Thank you!
To use any part of this PowerPoint please:
Attribute @FullCourtPress & @CARDcanhelp Copyright CARDcanhelp.org
Social Media 101 UCBCHL November 2011 111
112. Make Your Own News
• Make News: Make Photos/Videos
Available using Flip Cameras, Twitpic, &
Flickr
Social Media 101 UCBCHL November 2011 112
www.flickr.com/photos/whiteafrica
113. Record It! Flip Video Cameras
• $75 refurb /$150 new/ <$200 HD
• Easy to use, upload, share, promote
a cause, document an exercise, etc.
• What to record:
– Safety tours
– Trainings
– Disaster procedures
– Property
– Damage
– Staff, volunteers, clients
– Staff orientations
– SHAMELESS promotion
Social Media 101 UCBCHL November
2011
113
114. Taking Video – Making it great
Taking Video
• Framing: The closer the shot the better. Faces are great. Don’t be afraid to
get up close and personal with people. But DO NOT USE the ZOOM.
• Background: If you have a choice between a white background and
anything else, pick anything else!
• Lighting: Try to shoot with your back to the light source.
• Fluidity: The goal here is to reduce jerkiness. Think of your body as a
tripod. The more solid the base (you), the more solid the shot.
• Audio: The audio capabilities of a flip camera are usually very limited, so get
close – especially if you have a lot of background noise.
Other helpful tips for filming an interview:
• Ask the subject not to look in the camera, but to keep eye contact with you
and carry on the conversation as naturally as possible.
• Frame the shot with the head and upper chest showing and with the subject
off-center to one side or the other.
• If you can, have a friend hold the camera while you stand off screen and ask
the questions. This gives a natural feel and lets you focus on engaging the
interviewee.
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115. Take Pictures! Images Define the Debate
Just Use Your:
• Cameras
• Cell phones
• iPhone/Smartphone
• iPad 2
115
Social Media 101 UCBCHL November 2011
116. Use Your Photos - Instantly
Social Media 101 UCBCHL November 2011 116
117. Summary
Status Updates provide immediate value “I am OK”, “Bay Bridge down”,
“Free Vaccines available at Oakland Coliseum, today only”
Profile information allows for faster, more effective/efficient
networking, etc.
Social Media monitors the immediate pulse/vibe of public
opinion/thought
Recommendations help distinguish between “self-identified”, and
“community recognized” expertise and value
Groups, Q&A, and online postings accelerate group learning, help you to
avoid waste, leverage resources (no need to experience every problem
yourself!)
Social media platforms adopt and adapt to new opportunities quickly –
much faster than government or other larger agencies
Billions of people across the globe are already using these platforms
Note: Reaching/serving a connected, united public is faster, easier
and much less expensive! Encourage social media use for the people
you serve!
118. Easy Button ReCap
LinkedIn: World’s largest ongoing business networking environment;
professional networks and affiliations; job/contract posting; keep your
name and projects in front of your industry partners; status updates.
Twitter: Your stream from a rushing river; listen quickly, morsels of
information; monitor public sentiments, movements; repurpose existing
information; no media outlet is faster than the people right there.
Facebook: The coffee shop/bar/church social of your choosing; WILDLY
popular; PICTURES; share your values; get public support/validation
“Thumbs Up!”, “Like”. Never before has your thumb been so powerful.
Videos: Preferred medium for fast assimilation of information; video
safety tours; make training easy; virtually free (many cell phones now
take videos); easy to use, upload, share; rapid explosion of video
sharing sites.
WordPress: Create micro-sites and blogs; apps galore; removes barriers
to entry; fast and easy to setup and update; audience engagement.
HootSuite: Manage multiple social media platforms from one
interface; one click to update LinkedIn, Twitter, Facebook; schedule
posts in advance; give several people access to share
responsibilities
NOTE: Did we mention these sites are free, Free, FREE!
119. What Are You Going to Do???
Social Media 101 UCBCHL November 2011 119
120. Please connect to CARD & Ana-Marie Jones
Support the nonprofit Social Media preparedness effort
CARD can be found online at:
www.CARDcanhelp.org
http://CARDcanhelp.org/Blog
www.Facebook.com/CARDcanhelp
www.Twitter.com/CARDcanhelp
Ana-Marie Jones can be found online at:
www.LinkedIn.com/in/MsDuctTape
www.Facebook.com/MsDuctTape
www.Twitter.com/MsDuctTape
Please consider creating a recommendation on LinkedIn, giving us a shout-
out on any social media platform, sending a note of thanks and appreciation
to our funders. We greatly appreciate your support! Thank you!
To use any part of this PowerPoint please:
Attribute @FullCourtPress & @CARDcanhelp Copyright CARDcanhelp.org
Social Media 101 UCBCHL November 2011 120