Social Media Basics & Applicable Tips For Indexers

1. Social Media Basics & Applicable Tips For Indexers Presented By: Sara Perez, IM Services Spring 2010 PNNL-SA-72631

2. Not just GenX/Y/Z 2 PNNL-SA-72631

3. But what is it all about? 3 PNNL-SA-72631

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Cras elit lectus, bibendum a, adipiscing vitae, commodo et, dui. Ut tincidunt tortor. Donec nonummy, enim in lacinia pulvinar, velit tellus scelerisque augue, ac posuere libero urna eget neque. Cras ipsum. Vestibulum pretium, lectus nec venenatis volutpat, purus lectus ultrices risus, a condimentum risus mi et quam. Pellentesque auctor fringilla neque. Duis eu massa ut lorem iaculis vestibulum. Maecenas facilisis elit sed justo. Quisque volutpat malesuada velit. Nunc at velit quis lectus nonummy eleifend. Curabitur eros. Aenean ligula dolor, gravida auctor, auctor et, suscipit in, erat. Sed malesuada, enim ut congue pharetra, massa elit convallis pede, ornare scelerisque libero neque ut neque. In at libero. Curabitur molestie. Sed vel neque. Proin et dolor ac ipsum elementum malesuada. Praesent id orci. Donec hendrerit. In hac habitasse platea dictumst. Aenean sit amet arcu a turpis posuere pretium. Nulla mauris odio, vehicula in, condimentum sit amet, tempus id, metus. Donec at nisi sit amet felis blandit posuere. Aliquam erat volutpat. Cras lobortis orci in quam porttitor cursus. Aenean dignissim. Curabitur facilisis sem at nisi laoreet placerat. Duis sed ipsum ac nibh mattis feugiat. Proin sed purus. Vivamus lectus ipsum, rhoncus sed, scelerisque sit amet, ultrices in, dolor. Aliquam vel magna non nunc ornare bibendum. Sed libero. Maecenas at est. Vivamus ornare, felis et luctus dapibus, lacus leo convallis diam, eget dapibus augue arcu eget arcu. Fusce auctor, metus eu ultricies vulputate, sapien nibh faucibus ligula, eget sollicitudin augue risus et dolor. Aenean pellentesque, tortor in cursus mattis, ante diam malesuada ligula, ac vestibulum neque turpis ut enim. Cras ornare. Proin ac nisi. Praesent laoreet ante tempor urna. In imperdiet. Nam ut metus et orci fermentum nonummy. Cras vel nunc. Donec feugiat neque eget purus. Quisque rhoncus. Phasellus tempus massa aliquet urna. Integer fringilla quam eget dolor. Curabitur mattis. Aliquam ac lacus. In congue, odio ut tristique adipiscing, diam leo fermentum ipsum, nec sollicitudin dui quam et tortor. Proin id neque ac pede egestas lacinia. Curabitur non odio. Nullam porta urna quis mauris. Aliquam erat volutpat. Donec scelerisque quam vitae est. Aenean vitae diam at erat pellentesque condimentum. Duis pulvinar nisl sed orci. Vivamus turpis nisi, volutpat in, placerat et, pharetra nec, eros. Suspendisse tellus metus, sodales non, venenatis a, ultrices auctor, erat. In ut leo nec elit mattis pellentesque. Sed eros elit, cursus accumsan, sollicitudin a, iaculis quis, diam. Pellentesque fermentum, pede a nonummy varius, ligula velit laoreet erat, et lacinia nibh nulla sit amet nunc. Suspendisse at turpis quis augue pellentesque pretium. Nunc condimentum elit semper felis. Duis imperdiet diam pharetra nisi. Fusce accumsan. Fusce adipiscing, felis non ornare egestas, risus elit placerat mauris, in mollis ante erat quis nisi. Quisque sed ipsum. Nulla facilisi. Donec arcu erat, sodales quis, cursus eget, posuere eget, tellus. Vestibulum eu risus. Curabitur adipiscing, odio in pretium feugiat, nulla magna vehicula lorem, at placerat tortor nisl eget velit. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Suspendisse mollis fermentum massa. 0 Comments It’s about …conversation,NOT new channels Taken from Connie Schmidt aka Cosmic Connie PNNL-SA-72631

6. Well…sometimes its about…who they are Giving something away – 24k Social Media Guru – 1M President – 2M PNNL-SA-72631

7. Basically, it boils down to the basics • People contribute when… • They get something out of it/benefits (or it’s free) • They get recognition (“an expert”) See out and give feedback Focus others and innovation Fight fires Build relationships PNNL-SA-72631

8. For me, its all about: • Connecting with Others • Networking & Making New Connections • Learning from Others • Teaching Others • GettingHelp or Advice from OthersGiving Help or Advice to Others • Contributing to a Cause (Bettering Something) #s aren’ #s aren’t everything PNNL-SA-72631

9. Know your audience & what to expect • Social Technographics Profiles • Start with your target audience • Determine what kind of relationship you want to build with them (Public Relations, Customer Service, Loyalty Building, Collaboration, Networking, Thought-leadership, Customer Acquisition) • Base it on what they are ready for • 6 overlapping levels of participation • Creators • Critics • Collectors • Joiners • Spectators • Inactives PNNL-SA-72631

10. Set your goals accordingly And cater to them PNNL-SA-72631

11. Why do people want social media? • More timely access to information • As it happens • Additional & quicker channels to reach those following us • Current processes/tools take too long, too much reviews/approvals • More current tools • Web 1.0 > Web 2.0 + • Net Gen • Easier, self-service publishing • Self-service (without IT assistance) • Ability to add context and related useful information (add value…hit the personal stories) • Accessible in more ways • Mobile, anywhere/anytime, push/pull Apple website Tenaya Group, LLC Brands Create Customers (Blog) http://www.specialtyretail.com/2010/winter/retail_products/success_with_self_serve_kiosks PNNL-SA-72631

12. As it relates to you! PNNL-SA-72631

13. Benefits of a Good IndexWhy hire a professional indexer? A good author deserves a professionally produced index. There are specific indexing skills which are developed with experience:- text analysis;- ability to identify significant concepts/themes in texts and represent them with suitable index terms;- ability to organize multiple references into helpful subheading sequences;- consistency in cross-referencing and double entry;- a recognition of insignificant mentions of a subject which lead the reader nowhere; and- an ability to empathize with the proposed readership. How will you show/share that YOU do this well? How will you show/share that THEY need YOU! PNNL-SA-72631

14. The good news: Word of mouth and personal connections have ALWAYS been better. Social media is your avenue to connect. Evolution Connect, show/share in Facebook Fan Pages Create dynamic indexes using Wikis Blog about your experiences, projects, life, your value add Tweet short details or tips PNNL-SA-72631

15. Your Audiences (Your Lessons) • Teacher or librarians • Show students how to use indexes to make research easier • Teach students how to index their work • Compare indexed Web sites to those with only offer full-text searching • Company's documentation • Learn the indexing process and the benefits of having indexes in publications • Small publishers or high-tech company with authors create indexes • Enhance products, resulting in increased customer satisfaction and sales • Reduce calls to technical support • Webmasters • Learn how to index on their site(s) • Professional organizations (specialize in writing and editing) • Learn about the indexing process and resources • English, Journalism, Library Science, or Technical Communication student • Learn about various types of work in the field from the experts • Get tips on how to get started PNNL-SA-72631

16. Brainstorm HERE Pop Quiz: What story do you have to tell? PNNL-SA-72631

17. 17 The Tools PNNL-SA-72631

18. What is Facebook? • Founded in 2004 • Widely available in 2006 • Facebook's mission is to give people the power to share and make the world more open and connected.Millions of people use Facebook everyday to keep up with friends, upload an unlimited number of photos, share links and videos, and learn more about the people they meet. 18 PNNL-SA-72631

19. Facebook Basics 19 PNNL-SA-72631

20. Best Practices for Using Facebook • Have a good picture and description (look at others) • Use a vanity URL • Add the Fan Box Widget (to organization pages) • Get lots of Fans • Show your connections to other Fans/Groups/Organizations • Use the Favorites function to build partnerships • Build out your persona (i.e., iRead, Notes, Videos, Twitter Feed) • Post content often (links and media do well and show up in News Feeds) • Allow and encourage participation • Ask a question to spark conversation • Use Notes as a blog PNNL-SA-72631

21. Twitter, "a short burst of inconsequential information," and "chirps from birds.”“We wanted to capture that feeling: the physical sensation that you’re buzzing your friend’s pocket…. buzzing all over the world. Sort of like "twitch," but with better visual mind imagery.” “What you say on Twitter may be viewed all around the world instantly. You are what you Tweet!” -Twitter Terms of Service (recently updated) From Wikipedia, the free encyclopediahttp://en.wikipedia.org/wiki/YouTube • Created in 2006 by Jack Dorsey as an electronic modern way to use texting to aid in a "daylong brainstorming session" in an attempt to break out of a creative slump. • Twitter is a free social networking and micro-blogging service that enables its users to send and read messages known as tweets. • Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers. • Twitter is ranked as one of the 50 most popular websites worldwide by Alexa's web traffic analysis. • Twitter ranked as 3rd most used social network PNNL-SA-72631

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23. Why On Earth Would You Use Such a Thing? PNNL-SA-72631

24. Twitter Uses • To get news and information • To keep others informed of you and your knowledge and activities • To keep up to date on what’s going on with your peers, friends, family • To update other site’s status i.e., Facebook • To easily engage with other people and bring back feedback and information, creating an ultra-portable and open dialogue regardless of location PNNL-SA-72631

25. Twitter Terminology • Follow • Following others (or them you) • Get updates on products, projects, inside perspectives, red flags • Follow those who mean something to you • Twellow (directory) • Follow those others are following • Tweet • Verb - Post something on Twitter (status update). • Noun - A twitter post being called out (he posted a tweet about…) • Re-tweet (RT) • Reposting (exactly/quoting) something interesting originally posted by someone else (usually to pass on to your followers as they may not follow the originator) • #hashtags • Keywords that allow you to see conversations around a topic • Searchable • Linking to other content • Links – TinyURL, Bit.ly to shorten (140ch) • Photos – Twitpic, Flickr2Twitter PNNL-SA-72631

26. More Twitter Terminology • Replies and mentions • Replies • Directly responding to someone else’s post • Syntax - @username (click reply arrow) • Is public and others can see it • Mentions • Mention/call out someone else by using their @username in your Tweet (“thanks for a great presentation @cfnoonan”) • clickable back to their profile • Count of replies and mentions • Direct messages (DM) • Private messages directly to someone • Can only sent to people who follow you • Accessing Twitter • Desktop clients – Tweetdeck, Seismic, Twirl, TwitterFox, • iPhone:Tweetie, Twitterific, Birdfeed, Tweetdeck, Twitterfon • BlackBerry: UberTwitter, Twibble, TwitterBerry, TinyTwitter • Windows Mobile:  Twikini, PockeTwit, TinyTwitter, Twobile • Finding Followers • Search for keywords or #hashtags related to what you’re looking for • Use http://wefollow.com • Check the blogs (websites) you read PNNL-SA-72631

27. Twitter Best Practices • Provide a bio • Follow those following you (reciprocity) • Promote others • It’s ok to un-follow and even block • It’s ok to @reply someone a question, gives others a chance to follow/chime in • Direct message is best for private or 1:1 discussions • Don’t direct message people you don’t know • Swearing is not professional • Tweeting excessively can be seen as talking too much • Check your links before tweeting them • Cite your sources • Don’t just link… add the value statement • Respond or people will stop following you • Retweeting may require one to truncate to add their @name…that’s ok • Don’t get hung up on numbers, its about relationships and engagement • Don’t pitch, especially to new followers 27 PNNL-SA-72631

28. What is Linkedin? • Developed to allow provide a presence for the corporation • One of the top professional networking site • ~40 million professional members use the site to market themselves and find others of similar professional interest • Most make over $100k/year and have some college or masters degrees • Companies use it for their recruiting efforts PNNL-SA-72631

29. Linkedin Basics PNNL-SA-72631

30. Best Practices for Using LinkedIn • Don’t just make a profile…participate in all areas • Have a current, inclusive personal profile • Make lots of connections to others (peers, customers, potential customers) • Get recommendations (reciprocity is big…do it for someone else first) • Join groups • Integrate your Twitter account and make regular and pertinent posts (adds you to the weekly summary) • Participate in answers and comments PNNL-SA-72631

31. Issues & Risks • Security concerns • Content/intellectual property • Personal identity theft (PII) • Project “identity theft” • Sensitive data/intellectual property • Cyber security attacks • Malware/viruses threaten our resources • Hosted 3rd party solutions • Who is hosting your service/application (sensitive countries) • Who is managing/has access to the servers • Business Value • Is there one? • Is it staff engagement/personal value? • Appropriate use of equipment and time • Bandwidth • Can your computing resources support the traffic (i.e., video)? • Government contracting • Free services (must bid) • Can’t endorse • ADA disability standards PNNL-SA-72631

32. Your social media action plan PNNL-SA-72631

33. You Might Even Consider…Using Social Media “Backwards” • Research and Observe • Google Alerts, Social Mention • Learn by lurking • Facebook, LinkedIn, Twitter, Wikipedia • When you are ready • Have a plan • The content • The resources • The presence Doesn’t have to be a lot of time….Doesn’t have to be for work…. PNNL-SA-72631

34. Fact: Small upfront entry Fiction: Added mortgage, doesn’t do away with other sites Your Facebook Opportunities • Blog (NOTES) of your current projects (on a general level)—help them see the application • Events – invite and track upcoming events/dates • Pictures of your works/travels/ customers • Tutorial videos (link from YouTube) • Links to others you Fan • Books you read Benefits Quick web presence Raise awareness of your skills/goals Make personal connections Stay connected with your customer’s Keep YOU in your customer’s mind Be seen as an using new technology Real-time communication tool Self-service tool 34 PNNL-SA-72631

35. Fact: Small upfront entry Fiction: Added mortgage, doesn’t do away with other sites Your Twitter Opportunities • Show/share your followers – Show your interests – let them learn from your peers • Read your profile/lists – learn, get inspired, share, connect • SMS (texting) – get delivery of important tweets directly to your cell phone (or sent from your phone) • Associate other content & track it (click-thru) – link back to other sites (increase SEO) Benefits Additional web presence & communication tool Easy way to learn & follow trending topics Stay connected with your customer’s Be seen as an using new technology 35 PNNL-SA-72631

36. Fact: Small upfront entry Fiction: Added mortgage, doesn’t do away with other sites Your Linkedin Opportunities • Show/share your connections– Show your interests – let them learn from your peers • Groups – get and give relevant industry information, get leads on jobs, connect with others interested in your field • Answers - get and give relevant industry information, connect with others interested in your field • Jobs – look for potential jobs or customer leads • Associate other content (i.e., Twitter)– link back to your other sites (increase SEO) Benefits Additional web presence Easy way to learn & follow industry Stay connected with your customer’s & peers Be seen as an using new technology Get leads for potential jobs Modern way to collaborate with peers 36 PNNL-SA-72631

37. But wait! Old ways may not work PNNL-SA-72631

38. Writing for Web 2.0 Content Is KING Create relevant content and have a story • Learn where your audience is/isn’t, coming from, their interests • Listen to them, they are giving you hints Brevity Is Queen Be quick, be short, be simple Response Is Jack Be prepared to reply to keep the conversation going Listening is your Ace in the hole tweak, revisit, tweak, revisit… PNNL-SA-72631

39. Best Practices and Tips • Write for your target audience • This means you must have one! • Develop a persona, tone, and story to tell • Be personable (it’s social media for a reason) • Stop thinking campaigns and start thinking conversations • Answer these questions • What will users find in this content? • Why should they care? • Pitch others (reciprocity) • Write to be found • Search Engine Optimization (SEO) • Keywords • Quickly convince them to act/click • Use an active voice (not passive) • Get your users answers/info quickly • Make your posts easy to scan (not read) • Provide enough context early, RSS summarizes • Longer content tips • Include the bottom line up front • Bullet list for multiple points and easy skimming • Links for more info (beware they may not come back) • never make them scroll (might not even see to do so) PNNL-SA-72631

40. Content Best Practices & Tips • Content • Reuse content from a presentation • Interview thought leaders • Use interesting facts and data • Share lessons learned • Overall • Don’t reply to individuals…make your response your next post • Be patient, it takes time to get a good following • Learn from others • Watch your competitors • Style • Make conversation your focus • Use humor, but use caution • Call out content relevance • Be consistent in your posting schedule • Accept criticism or negative comments • Time delay replies • You don’t have to reply to everything • count on your readers to get involved, they may even chime in on your behalf PNNL-SA-72631

41. Twitter: @WebTwoOWizard • Email or IM sara.perez@pnl.gov • Find me on • Or playing with • Learning Resources • Social Media in Plain Englishhttp://www.youtube.com/watch?v=ddO9idmax0o • PNNL Web 2.0 Forum Presentations https://pnlweb.pnl.gov/projects/Social/default.aspx PNNL-SA-72631