Do you speak social? Put Social Media to work for your business! Do you speak social? is a comprehensive course on putting social media to use for professional communication, as in the promotion of products and/or services, providing customer assistance and in understanding what people are already saying about our brands. The course covers advanced topics including listening, measurement and crisis management, while insuring a solid understanding of the basics – which in reality are often are deceptively more complicated than they appear at first glance.
“The teacher was impeccable. He was totally at ease with the subject, he ran the course with confidence, kindness and great availability.”
— Gaspar Torriero, SayIT SA, Novazzano, Switzerland
World-wide people are highly engaged in digital plazas such as
Facebook, Twitter, LinkedIn and YouTube. Even Google+ is beginning to capture user attention and, regardless, is important for Google search visibility. In the past companies were able to create and control their communication without much external interference, but times have changed and so must communication paradigms. People are talking now about companies and their products and services in various digital meeting places; companies really shouldn’t miss out on the benefits of participating in – and influencing – the discussions. But how can social channels be used effectively while avoiding common pitfalls? Our comprehensive social media course will help you tame the social media beast. Syllabus Introduction Start here The good old days of traditional communication Top-down Communication is limited to the establishment Maslow How social media changes expectations and communication Web 2.0 = Many Channels to Express Approval or Scorn, 24 x 7 Social media elements and attributes Bottom-up social media success stories Major social media platforms: user demographics & statistics and highlights of the main differences Facebook LinkedIn twitter Google+ YouTube Some of these competing platforms Xing, Viadeo ... A note on China Niche social media networks Blogs and discussion forums Photo sharing services Considerations in choosing which social networks to focus on business model (B2B, B2C, professional services, reputation) search engine visibility What are the key benefits and business opportunities? Some examples: E commerce Support PR / Image / Branding Engagement Influence and reputation Market research / leverage the wisdom of the crowds The main rule of social media is that there are no rules! The absence of rules and the role of guidelines Personal and company profiles Differences between accounts, profiles and pages The account username and password Real name policies User photo / avatar and background images Check the visibility of the background with a tool like Google Browser Size Biography or summary Link Vanity URLs Search engine considerations Administration A word to the wise: Facebook (or twitter etc) is not your home on the web! Profile inventories Exercise: create wining profiles and / or update existing ones Find old friends and a few new ones: making friends and following others Why follow others? To keep up to date, to keep an eye on someone or something To get noticed Symmetric and asymmetric relationships on Facebook, Twitter, Google+ and LinkedIn The relationship between followers and the followed Who can follow/friend others? Accounts, profiles, pages Finding profiles to follow Consulting other profiles Directories Suggestions based on an email address book Exercise: find potential friends Getting an (qualified) audience: getting followed Why does it matter? How to attract followers post updates of value often comment the posts of others promote your presence on social networks elsewhere directories Buy friends for only € 9.99 per kilo: it is really worth it? Contact lists What they are and how they're used On Facebook To limit the distribution of an update To limit the promotion of an event On Google+ Google search visibility considerations On twitter Exercise: Create and enhance lists Writing an update (post) on Facebook, Twitter & Google+ Update objectives If well written and published at the right time, a post can ... Anatomy of a post on Google+, Facebook and Twitter (apparent simplicity is deceptive) Administration options Link to the author's profile Text in bold or italics #hashtags (and searches) Attachments (photos, articles, videos) Distribution / access Publication date and the direct access link Engagement (ratings, shares and comments) The message text and its length ALL UPPERCASE Mentioning others Sharing links Add a photo Sources of free images Add a video Specify the location of the post How it can be useful Permissions Distribution, tactics and limits When is the best time to publish? Message sharing How often should one publish? The signal / noise ratio Find (and maintain) your voice Ghost writers and the importance of transparency Language Winning posts provide... The message - some ways of writing are more effective than others Always keep objectives in mind Simultaneous publication to multiple services How Considerations Scheduled updates Stream / news feed optimization (NFO) - not all updates are visible! The obstacles to update visibility Tips for achieving greater visibility Private becomes public is everyone ready? Before you press enter ... Damn ... how to delete an update Considerations Managing comments Timeliness Managing criticism Which service is most suitable for which type of update? A word on spam Exercise: Let's post! Engaging with others Appreciating others' engagement Commenting on others' engagement Sharing others' engagement Communities and discussion groups on LinkedIn and Facebook What they are and how they can be used The value for a company or organization Member motivations Differences between groups and company pages/profiles Access levels Prior to actively participating in a group ... Creating a group Events on Facebook, Twitter and LinkedIn Surveys on Facebook and LinkedIn Photo galleries Social search What do we mean by social search? The types of social search Listening: monitoring what is being said about you, your products and services What you can discover and what remains hidden What and how to monitor Combination words False positives Ad-hoc listening on twitter on Facebook on Google+ on LinkedIn on forums and blogs using search engines such as Google and Bing Do-it-yourself monitoring dashboards Alert services (and their limits) Commercial services (with their strengths and weaknesses) Exercise: evaluate sentiment for a market sector Online influence and scoring servi c es Who are online influencers? Its not always clear, and in any case, it depends What do we mean by online influence Know how influential someone is online: how it can be useful The observer effect Awards: premiums... and bait to keep influencers in the game? Considerations Management software for accounts and updates Evaluating the use of social media: measurement & analysis, between reality and fiction A definition ROI & objectives The different entities which can be measured – and considerations Where measurement occurs Defining a strategy Suggested measures Social media and crisis management Examples Common crisis causes Costs Preparations and management Social media buttons for website content Facilitate content sharing Tracking social interaction in Google Analytics Advertising Facebook Promoted Tweets on Twitter LinkedIn Backing up your data Developer APIs Case studies of success and failure: the use of social media by small and large businesses In conclusion: strategy definition and next steps Bibliography and resources Q & A Participant feedback ¹Subject to modification. We adjust the content of our courses based on student needs and current industry developments.
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contact us for other dates or to hold the course in-house at your business) – 20 21 July 2015 Do you speak social? 9:30 am – 5:30 pm (duration: 2 days)