Embracing Social Media Getting Started with Facebook, LinkedIn

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					              Embracing Social Media

    Getting Started with Facebook, LinkedIn,
              Twitter, and Blogging

                  November 12, 2009
International Association of Administrative Professionals
                  Union City, California

                    By Avery Horzewski
              President/CEO, AVE Consulting
          President-Elect, Women in Consulting
A Skeptic’s View of Social Media
By Avery Horzewski, WIC Blog

I must confess that I grudgingly signed up for many of the social media tools. They simply
aren't the way I prefer to communicate. At the same time, the entire phenomenon intrigues
me. The reason for my simultaneous disinterest and intrigue in relation to social media can
be traced back to my education and that which I love and love to study: communication.

I much prefer to speak to someone face to face and over the phone, or watch/hear someone
express their views on TV or over the radio. I like the richness that those modes of
communication provide, both in the nonverbal cues that accompany the words as well as the
depth of information that they provide because they're not limited to 140 characters or a
screen page.

However, so much about social media gets my nerdy side operating in hyper drive. What is it
about Facebook that has people spending endless time sharing brief snippets of their lives,
taking quizzes, writing notes, and the like—and why should businesses care? Why is
everyone chomping at the bit to express their thoughts in 140 characters or less on Twitter?
And why have these become almost the standard for hooking up with friends—and now

I am on Facebook. I do Tweet. I blog. And I am active on LinkedIn. However, as I
mentioned, I went on Facebook and Twitter reluctantly. I needed to; I didn't want to. As a
consultant who helps companies develop and implement effective customer communication
strategies, it's my job to understand the various mechanisms by which users want to
interact—and more and more users want to interact using social media.

Bottom line: it doesn't matter if you like social media or not, if your audience does,
you need to consider it—seriously.

You CANNOT Not Communicate—this is one of my favorite phrases. I even use it as my
company tagline. It's also a good reminder that everything you do—and don't do—sends a
message. If you write off social media because you're not interested in it, then you likely risk
alienating at least a portion of your audience. More importantly, you risk losing a pretty
amazing opportunity to get to know your audience in a way that you might not otherwise be
able to do.

And it's this latter component that has this skeptic convinced that there's value in exploring
social media. In addition to giving your customers something they want and expect, you
have the potential to gain incredible customer insight and see a side of them that might
otherwise remain hidden. I didn't think I would, but I did.
Getting Started on Facebook
Creating a Personal Page
This is just a basic overview of the key things to do once you create a Facebook account.
Detailed instructions on how to do each of these items can be found on Facebook’s New User
Guide ( Also make sure to explore the
websites listed under “Explore Resources” at the end of this section for a wealth of how-to
and strategy information.

Select a Facebook Username
As of June 12, 2009, at 9:01pm, Facebook started allowing users to choose a username for
their Facebook account, so they can have an easy-to-remember URL for their Facebook
profile (, for example).

Go to to select your username.

Set Up a Profile
   • Click “Edit My Profile” in the left channel of your profile page (or click the “Info” tab at
      the top of your profile page)
   • Click on Basic Information, Personal Information, Contact Information, and Education
      and Work to edit these areas
   • Add a profile picture (

Specific details on how to do each of these tasks can be found at

Find Your Friends, Colleagues, and Other Contacts
   • Friend Finder asks you for your email address and password. Facebook then checks
      the emails in your address book to see if any of them match people who currently
      have profiles on Facebook. You can then select the people to whom you’d like to send
      friend requests (friendships on Facebook need to be confirmed by both people).
   • Name Search is located in the upper right. Simply enter the name of the person,
      group, organization, page, company, etc. that you’re trying to find and hit enter. You
      can also search by a person’s email address.
   • Classmates Search allows you to search by high school or college. You can also
      narrow searches by class year. To find classmates, rollover “Friends” in the top menu
      and select “Find Friends.” Search for Classmates is an option at the bottom of the
      page. NOTE: you can only search schools listed in your profile. If you don’t include
      school information in your profile, the tool will not display. To search on a school and
      find classmates, enter the school name in the name search box, hit enter, and then
      click on the “People” tab in the results area.
   • Coworker/Search is an easy way to find your coworkers who are on Facebook, as
      well as people you know from previous jobs. To find coworkers, rollover “Friends” in
      the top menu and select “Find Friends.” Search for Coworkers is an option at the
      bottom of the page in the same list as Classmates Search. NOTE: you can only search
      on company names using this tool for companies you list in your work history. To
      search on a company and find people, enter the company name in the name search
      box, hit enter, and then click on the “People” tab in the results area.
Create Friends Lists
Facebook allows you to categorize your friends, creating filters for what each list of friends
can and can’t see. This is particularly useful if you’re concerned about letting business
associates see more personal posts. The same friend can be on multiple lists.

Setting Up a List:
   • Mouse over the “Friends” link at the very top of the page, and click on “All Friends”
   • Click “Create New List” at the top of your “All Friends” list (a popup box appears)
   • Enter a name for the list, such as “IAAP”
   • Select all the friends you want to be on that list (you can do this by typing in names
       or click on the pictures in the popup box, selecting as many friends as you want to be
       in the list)
   • Click “Save” once you’ve added everyone you want to include in the list (the list will
       appear in the left channel on your Friends page, with the name you gave it)
   • Click the “X” to the right of their entry to remove someone from a list
   • Click “Delete List” to delete a list

Using Lists:
   • Send a message to everyone in that list at one time by typing the name of the list in
       the “To” field of your Facebook message (under Inbox)
   • Invite an entire list to join a group, become a fan of a page, or attend an event from
       within those applications
   • Filter the updates that appear on your home page from friends (a good resource for
       this is on Tech for Luddites at
   • Exclude certain friend lists from seeing specific (or all) updates:
               Mouse over “Settings” and click on “Privacy Settings”
               Choose “Profile” (or one of the other items listed)
               Select an information type, such as “Wall Posts”
               Click the down arrow and then select “Customize” from the list
               Under “Except These People” type in the name of the list you want to exclude
               OR under “Friends” click “Some Friends” and type in the name of the list you
               want to include
               Click “Okay”
               Click “Save Changes”

It does you no good to open an account if you aren’t going to participate. Participating can
be as simple as reading your friends’ updates on your home page. It’s a great way to keep
up with everyone, and it allows you to build relationships with your colleagues, often on a
different level than anything previously possible. Other ways to participate beyond “listening”
include the following:

   •   Spend some time listening to your friends to see what they chat about.
   •   Enter status updates in the “What’s on your mind?” section.
          o You can keep these completely professional, but “building relationships on a
              different level” will require you to bring your personality into your updates.
          o Comments about the sunset, pictures of your kids 5th grade graduation,
              current work projects, events (personal and business), news, movies you like,
              random thoughts and feelings are just a few of the varied topics published by
              other professionals on their personal profile pages.
          o Link to websites, articles, and YouTube videos that you like.
Explore Resources
   • Mashable Facebook Guides
   • Tech for Luddites Facebook Posts
   • FACEBOOK FAIL: How to Use Facebook Privacy Settings and Avoid Disaster

Creating a Fan Page
According to Facebook, they “created Pages when we noticed that people were trying to
connect with brands and famous artists in ways that didn’t quite work on Facebook. [With
Pages,] not only can you connect with your favorite artists and businesses, but now you also
can show your friends what you care about and recommend by adding Pages to your
personal profile.”

Why Create a Page
  • If you don’t have a Web presence, it offers you an easy way to create one. Pages with
     more than 25 fans can create a custom URL, such as
  • For individuals who are leery of connecting with colleagues and patients via their
     personal profile (because they don’t want to share personal information), a Page
     offers a way to interact with them on Facebook without friending them via your
     personal profile.
  • A Facebook Page is an easy—and inexpensive way—to implement social media for
     your business, enabling you to interact with patients and the general public online.
     Fans can write messages on your Page wall; and patients can leave reviews, too.
  • Updates to your Facebook page appear on the walls of your fans who allow updates to
     display on their pages, opening the door for greater awareness of your services.
  • Like a personal profile, Pages incorporate applications, including photos, news,
     discussions, reviews, events, video, notes, and more, allowing you to share a host of
     different content with clients.

How to Create a Page
  • Go to (Facebook makes it really hard to
     find this start page on their site)
  • Click either Local; Brand, Product, or Organization; or Artist, Brand, or Public Figure,
     then select the business category that best matches your service or product
  • Enter the name of your page
  • Click that you’re authorized to create the Page
  • Enter your full name as electronic signature (note, this is your full name as it appears
     in your Facebook profile)
  • Work on the “left channel” (these are all links or tasks in the left channel of your
         o Add a photo of your logo or something related to your business in the graphic
             area (click on the question mark image to add your own image)
         o Write something about your page, by clicking on “Write something about [your
             page name]”
         o Become a Fan
         o Add other admins, if more than one person will be managing the page
         o Edit the page, which includes settings, wall settings, mobile, and all the
             applications that are by default a part of your page based on the type of
             business you selected initially (note, you edit a particular component by
             clicking on the pencil icon to the right of the item you wish to edit)
          o   To browse other application options, click the pencil to the right of “More
              Applications,” and then click “Browse More” (see 8 essential Facebook apps for
              business at
   •   Add the basic and detailed information under the “Info” tab (the more detailed you
       are, the better your page will be).
   •   Add photos or videos, post news, include upcoming events—share as much
       information as you can to create a robust “site”
   •   Publish your page by clicking on the red “publish this Page” link at the top of the page
   •   Begin publishing to your wall immediately and continue doing so often

How to Maintain Your Page
  • You can access all of your pages from
     (again, Facebook doesn’t make it easy to find this page).
  • It’s important that you regularly check your page to see what fans have posted and
     respond appropriately and if applicable.
  • Regularly post items on your wall, add photos, enter new events, etc., so that your
     page is dynamic and regularly engaging fans. (Don’t bombard them, though.)
  • Remember that the posts shouldn’t be all about your company. You should share
     information that your fans will find useful, offer guidance, answer questions, etc.
     Make the page about your fans and their needs.

Pages vs. Groups: How to Choose
Deciding between a Group and a Page can be a confusing decision. There are very distinct
differences between Groups and Pages (although with the latest group changes in Oct 2009,
they’re much more similar), but the simplest differentiator is Groups are more equivalent to
a private club, while Pages are more akin to a public profile or small website that’s indexed
by search engines. A Page also functions very much like an individual’s Facebook profile.

Pages                                            Groups
   • Indexed by search engines                      • Not indexed by search engines
   • Not tied to individual personal profile,       • Tied to the administrator’s identity—
      rather it’s viewed as a single entity             posts show as coming from the
                                                        administrator, not the “group,” and
                                                        are attached to the administrator’s
                                                        personal profile
   •   Can host applications, and thus              • Can’t host applications, and is limited
       provide more content                             to photos, links, videos, discussions,
                                                        and wall posts
   •   Access restricted only by age and            • Greater control over participation
       location                                         through permissions
   •   Can’t send email blasts, but like            • Can send email blasts to members’
       personal profiles, updates made to               inboxes as long as there are less than
       the page appear in feeds on fans’                5,000 members
       pages—there’s no limit on how many           • As of Oct 13, content from Facebook
       fans can receive updates nor on the              Groups is available in users’ News
       number of fans a page can have                   Feeds.
   •   Can only be created by a real public         • Groups can be created by any user
       figure, artist, brand, or organization,          and about any topic
       and may only be created by an official
       representative of that entity
How to Create a Page Without a Personal Facebook Account
You can create a page without a personal Facebook account by creating a business account.
To get started, you must first create a Facebook page, which you can do at: Once you enter the required
information, Facebook will ask you to log into an existing Facebook account or create a new
one. Select “I do not have a Facebook account,” and enter your email address and date of
birth. Please note that managing multiple accounts is a violation of Facebook’s terms of use;
if they determine an individual has more than one account, they reserve the right to
terminate all of the person’s accounts. So, if you’re going to create multiple pages, create a
personal account first and manage them via that account.

Facebook Pages Resources
   • Facebook Pages/Public Profiles Fan Page:
   • Facebook Pages step-by-step guide:
   • Start page for creating a Facebook page:
   • IAAP Fan Page:
   • IAAP Group Page:

*There are many IAAP pages/groups/organization on Facebook. These are just the first two
in the search results.
Getting Started on LinkedIn
Creating Your LinkedIn Profile
Establishing a LinkedIn account is easy. Simply fill in a short registration form, and that’s it.
You have a free personal LinkedIn account. But if that’s all you’re going to do, you might as
well not bother. It’s going to do you more harm than good. The same holds true if you don’t
fully develop your profile.

   •   Spend time considering how you want to present yourself, how prospective
       connections might view you when reading your profile. It’s not uncommon for
       people you don’t know to find you on LinkedIn through their networks. Your profile is
       your calling card; make sure it leaves a good impression.
   •   Gather the information you’ll need to complete your profile, including:
       o Headline description: this displays beneath your name, along with your location
           and industry, every time you appear in a search—give some thought to what you
           want people to see
       o Current and past employment
       o Education
       o Websites*
       o Public profile URL preference**
       o Summary that conveys the key message(s) about you and your
           background/expertise; think of this as your elevator pitch
       o Specialties
   •   Edit your public profile settings. You can elect to show nothing in your public
       profile all the way up to everything. Remember, the more you show, the more people
       outside your network can learn about your services, expertise, and skill set.
   •   Add connections: LinkedIn offers four ways to invite people to connect:
       o Manually enter the first and last name and email address of each person you want
           to invite
       o Import contacts from Outlook or your Web-based email account (LinkedIn will
           check the email addresses and let you know which of your contacts are already on
       o Colleagues search (LinkedIn will show you the names of all the people who share
           a common employer with you)
       o Classmates search (functions the same as the colleagues search)
   •   Build your recommendations. Ask for recommendations from colleagues,
       employees, etc. Also be willing to give recommendations; but try not to make it
       always a quid pro quo. Sometimes, it’s natural that you will recommend someone
       with whom you’ve worked. But if all your recommendations are from people who you
       also recommend, viewers are less likely to take the recommendations seriously.

*You can list up to three websites in your profile. The key is to choose “Other” and give your
website a name, instead of the generic “my website,” “my company,” etc. that are the
defaults. This makes it clear where the link will go, and it’s an opportunity to brand your
company or your blog.

**You have the opportunity to edit your public profile URL. A common approach is to use
your first and last name, such as Give some
thought to whether you want to use your name or something else related to your personal
brand, as this makes it easy to share the URL.
Deciding Which Account Type Is Right for You
Once you’ve joined LinkedIn and completed your profile, you might want to peruse the
different account types available to you. LinkedIn has a nice table that shows the five
    • Personal (free)
    • Business ($24.95/month or $249.50/year)
    • Business Plus ($49.95/month or $499.50/year)
    • Pro ($499.95/month or $4,999.50/year)
    • LinkedIn Talent Advantage

Unless you’re a professional recruiter (or an in-house recruiter at a large company), the
latter account is not for you.

Comparing Account Types
For many people, the free personal account is fine. However, if you want the option to
interact more with people on LinkedIn who aren’t in your network, you should consider one
of the premium accounts. The difference between a personal account and the different
premium accounts is related to the number of times you’re allowed to do certain activities,
     • Receive requests for introductions (unlimited across all accounts)
     • Send requests for introductions (ranges from 5 – 40 at a time)
     • Receive InMails (unlimited across all accounts)*
     • Send InMails (0 – 50 per month)*
     • Receive OpenLink Messages (0 – unlimited)**
     • Reference searches—locate people in your network who may know a job candidate or
        business prospect that you’re considering (premium accounts only)
     • LinkedIn network search results (100 – 700 per search)
     • Saved searches—save a search and receive alerts when new people match your
        search criteria (3 – 10 maximum daily alerts)
     • Expanded Linked network profile views—see full profiles, without names or contact
        information, of people who aren’t in your network (premium accounts only)
     • One-day priority customer service (premium accounts only)

*InMails are private messages that allow you to send career and business opportunities to
any LinkedIn user. You can receive unlimited InMails regardless of account, but the number
you can send is limited by account type. You can’t send InMails with a personal account.

**Premium account holders may opt to receive unlimited direct contacts, called OpenLink
Messages, from other LinkedIn users. OpenLink messages are free to the sender. When you
accept OpenLink messages, you get opportunities and contacts that you want, including
each sender’s profile, yet your email address and phone number remain private. OpenLink
messages are sent quickly and directly to you. And senders outside of your network can see
your full profile and name, instead of a summary profile.

LinkedIn Feature Comparison Table
   • LinkedIn feature comparison table
   • LinkedIn help (while it’s not organized very well for scanning help topics, LinkedIn’s
      search functionality within the help section is really good; even better, LinkedIn does
      a good job of explaining how to do something and defining terms)
Getting the Most Out of LinkedIn
You get out of LinkedIn what you put into it. The good thing is you don’t have to invest a lot
of time and money to see results. The key is starting with a good profile, and then tapping
into the various ways LinkedIn lets you connect with people within and outside of your

   •   Join groups related to your areas of interest and expertise. A few potential
       ones to consider as an admin (and these are just from the first page of search results
       for groups):
           o IAAP
              6_1 (one of many listed in a search on IAAP in LinkedIn)
           o American Society of Administrative Professionals—ASAP
           o EAtoEV—Executive Assistant to Virtual Assistant
           o AdminSecret
           o OfficeArrow
   •   Spend time on your home page reviewing what people in your network are
           o It offers you an easy way to stay connected and top of mind with people in
              your network, because it gives you a reason to reach out to them based on
              something they’ve posted.
           o Someone in your network might connect with someone else that you know
              who isn’t yet in your network.
           o You may find new LinkedIn groups to join.
           o You can see at a glance what’s happening in your groups and participate as
           o Depending on the applications that you’ve installed, you can see upcoming
              events, read blog posts of people in your network, create or participate in a
              poll, and more.
   •   Review the applications that LinkedIn offers for ones that might benefit you.
       Some to consider are:
           o Google Presentation and SlideShare—share presentations with your
              LinkedIn network
           o Huddle WorkSpace and—manage group communication and share
              content in a private workspace (you can only invite contacts who are your 1st
              degree connections)
           o WordPress and Blog Link—sync your blog with your LinkedIn profile, so the
              most recent posts appear in your profile feed
           o Company Buzz—monitor what’s being said about your company on Twitter
           o LinkedIn Polls—find answers to business and market research questions
              (there is a free and a paid-for version)
   •   Participate.
          o Post status updates on your home page, letting your network know what
              you’re doing
          o Answer questions posted in Q&A
          o Interact with other group members, asking questions, answering questions,
              sharing information, joining discussions—but don’t make it all about you and
              your products and services
          o Don’t SPAM
          o Request introductions from your network, or send InMails if you have a
              premium account, to people you’d like to connect with

Ten Ways to Use LinkedIn by Guy Kawasaki
While this post on LinkedIn’s blog is almost two years old, many of the recommendations are
still valid. Make sure to read the full post to get the details of each of these 10 tips.

   1. Increase your visibility.

   2. Improve your connectability.

   3. Improve your Google PageRank.

   4. Enhance your search engine results.

   5. Perform blind, “reverse,” and company reference checks.

   6. Increase the relevancy of your job search.

   7. Make your interview go smoother.

   8. Gauge the health of a company.

   9. Gauge the health of an industry.

   10. Track startups.

Creating a LinkedIn Group
According to LinkedIn, “LinkedIn Groups allow event organizers and group organizations to
strengthen and expand their brand's reach by providing additional value through LinkedIn
Group features. LinkedIn Groups allow you to join and organize communities of professionals
who share a common experience, passion, interest, affiliation, or goal. LinkedIn Groups
features offer members a private space to strengthen old business contacts, and to be
introduced to new ones. The space offers a forum for topics to be discussed and solutions to
be discovered. Group members are also able to communicate freely with one another
through LinkedIn messaging.”

Linked Group Features/Capabilities
   • Facilitates online discussions and information sharing (discussions and news tabs)
   • Allows organizations (and members) to post jobs
   • Enables news feeds to be delivered to the group news area
   • Provides a place to manage members
   • Allows you to send weekly announcements to members
   •   Supports various LinkedIn applications (see Getting the Most Out of LinkedIn above)
   •   Supports subgroups, a new feature in LinkedIn Groups where members can
       collaborate based on a function, project, topic, location, or anything you wish
           o Subgroups have many similar features, including discussions, news, jobs,
              digest emails, etc.
           o Only managers of a group can create subgroups
           o Only members of the main group can be members of a subgroup

Why Create a Group
  • Provides an opportunity to build brand awareness, promote events, demonstrate
     thought leadership, disseminate information, and potentially attract and engage new
  • Offers a way to stay in tune with what members are thinking
  • Increases visibility of your organization and the size of your community
  • Enables online collaboration (and networking) between members and helps members
     stay connected to your organization
  • Keeps your database current
  • Potentially increases your volunteer resources
  • Stops others from “hijacking” your organization’s name and creating a group with it

How to Create a Group
  • Go to
  • Upload your logo
  • Enter a name for your group
  • Select a group type
  • Enter a brief description
  • Enter the website URL
  • List group owner’s email address
  • Indicate whether access to the group will be open (any LinkedIn member may join
     without prior approval from the manager) or require a request to join
  • Indicate whether the group should appear in the Groups Directory and whether group
     members are allowed to display the logo on their profiles
  • List email domains of users who are preapproved
  • Select a language
  • Enter location
  • Click to confirm you’ve read the terms of service
  • Click “Create Group”
Getting Started on Twitter
To Tweet or not to Tweet, that is the question—a million dollar one at that! If you’re a
nonprofit organization, you should at least explore Twitter, open an account, find some
people to follow, and listen. Get a feel for what it’s about; how it could help you, your
company, and your patients; and how you might ultimately end up using it.

The rapid growth, the media hype, the general buzz, and the shear amount of information to
be gleaned from Twitter demands you at least check it out. If nothing else, you might find
Twitter to be a wonderful information resource. Tweeters are very generous with information
sharing; it’s like having hundreds of research assistants out there finding the latest
information for you.

Account Setup
Setting Up a Basic Account
   • Decide on a few possible Twitter IDs, as your first choice might not be available. Make
      sure your choices reflect yourself personally or your company—if you plan to use it for
      business. It’s not uncommon for the CEO to have her/his own ID (employees, too!)
      and the company to have one.
   • Have a photo ready for your Avatar. It’s best to use an actual photo of you, your
      logo, or something related to your brand/company. Many Tweeters prefer to see a
      photo vs. icons or the default Avatar.
   • Watch the video “How to Setup a Twitter Account” before you start. It shows you
      everything related to setting up Twitter, including completing your profile.

Customizing Your Twitter Page
Customized Twitter pages are as varied as the individuals creating them. Here are some
guides to help you, as well as some free Twitter backgrounds:
   • VIDEO: How to Create a Custom Twitter Background in Minutes (basic templates, but
       nicer than the default Twitter background)
   • PAGE: 7 Free Twitter Backgrounds to Download and Customize—includes an
       instructional video on how to customize these free backgrounds (TwiTip)
   • A few additional resources:
           o Make a Good Impression with a Custom Twitter Background (TwiTip)
           o Custom Twitter Backgrounds: Tips for Better Readability (“A Total Geek’s
               Guide” by TwiTip)

Using Twitter Lists
Twitter lists allow you to organize the people you follow into several different categories.
Lists can be made private and can be followed by others. TwiTip has an article on eight
things to consider before using lists (
before-using-twitter-lists/) that you should read first before creating your first list.

   •   Click “New list” in the “Lists” section in the right channel
   •   Give the list a name (Administrative Pros)
   •   Indicate whether you want it to be a public of private list
   •   Click “Create list”
   •   Go to your “Following” page
   •   Click the bulleted list icon and click the box next to the list name on which you want
       the person to appear (use the bulleted list icon next to each person you’re following
       to also remove someone from a list)
   •   Check the right channel to confirm your new list is appearing
   •   To delete the list, click on the list name in the right channel, click on “View list page,”
       and click “Delete” under “You created this list” in the upper right corner

A Bit of Twittiquette
   •   Be polite, respond when people ask you questions or mention your name
   •   Thank someone when they retweet (RT) you, preferably in a direct message (this
       may be tough if you’re someone like @Mashable)
   •   When you retweet, indicate it’s a retweet by using “RT” before the message, and
       credit the original author e.g. RT: @averyh [insert the message being retweeted
   •   Don’t change retweets unless the original message doesn’t fit within the 140
       character limit
   •   Don’t keep tweeting the same message over and over and over again
   •   Use a custom avatar (the little icon on your profile page) instead of Twitter’s default
   •   Respond promptly to replies and direct messages (TweetDeck makes this easy)
   •   Watch your mouth (i.e. don’t use foul language)
   •   Don’t pretend to be someone else

Twitter Terminology
Below are some of the words that you’ll encounter in the Twitterverse (everything to do with
Twitter). A long list of Twitter-related words is available at (of course).

   •   @ Replies: used to reply to another person’s Tweet or to send a public message to
       someone (vs. a direct message)
   •   Direct Message (DM): a private message sent between two followers
   •   Failwhale: the whale logo that appears whenever the Twitter servers crash
   •   Followers: people who follow your updates
   •   Hash tag (#): denotes a topic that various Tweeters are following, for example
       #WIC will show you Tweets for Women in Consulting
   •   Retweet (RT): forwarding another person’s Tweet to your followers, indicated by an
       RT just before the original Tweet
   •   Tweeps/Tweeples: used to address all of your followers at once; also a reference to
       a group of people on Twitter
   •   Tweeter: anyone who Tweets (uses Twitter)
   •   Tweeterbox: anyone who Tweets too much
   •   Tweets: 140-character messages that you post on Twitter
   •   Twitterati: the big Tweeters, typically with 30,000 or more followers
   •   Tweeting/Twittering: to send a Twitter message
   •   Twittiquette: the dos and don’ts of Twitter (this one wasn’t on,
A Few Twips
  •   Don’t auto follow or auto respond
  •   Be authentic, be human, be interesting
  •   Use Twitter to communicate, not to sell (don’t toot your own horn regularly)
  •   Tweet regularly but not an insane amount
  •   Tweet about useful stuff—people don’t care what you had for lunch
  •   Vary the length of your Tweets—and leave room for people to easily Retweet
      your message (14 characters should do)
  •   Don’t stress—it’s just a tool
  •   Provide value
  •   Remember: Twitter is public; don’t publish anything you don’t want everyone
      knowing about (those are usually the Tweets that will spread like wild fire)
  •   It’s okay not to follow everyone who follows you. Follow the people you find
      interesting, who share similar interests, who Tweet things you find of value. Reasons
      not to follow someone:
          o Provides no picture, bio, and/or URL for you to learn more about them
          o Tweets too much (20, 40, or more Tweets in 24 hours)
          o Tweets too little (hasn’t Tweeted in months)
          o Actual name is obviously fictitious or SPAM-like
          o Uses foul language
          o Is impolite, rude, or plain mean
          o Always tries to sell something or pushing their own product, company, blog, or
              service and never anything else
  •   Choose an application to manage your incoming and outgoing Tweets. This is
      easier said than done, given the plethora of available applications. Here are my
      personal favorites:
          o Desktop: TweetDeck (
          o Desktop: Mixero ( is
              supposed to be “pretty awesome,” from all that I’ve read, but it’s in private
              beta right now
          o Desktop: Hootsuite ( has all the features of TweetDeck
              without having to download an application
          o Mobile: TweetDeck for the iPhone, as well as Tweetie
              (, Summizer
              (, Twitterrific
              (, and Echofon (formerly Twitterfon)
          o Mobile: Fring for other mobile phones ( (haven’t tried
          o Web page: TBUZZ ( a great tool for Tweeting about a
              page without leaving it
  •   Find out what others are saying in the areas that interest you. Search Twitter
      or to find all chats on a particular topic.
Blogging Basics
A blog is a website that typically arranges posts in reverse chronological order. Posts are as
varied as the people who write them, and each blog typically has several categories under
which posts are arranged but these categories are more often than not all related to a larger
over-arching topic. Most blogs are written by a single person, but there are group blogs as
well. Women in Consulting’s blog is one example of a blog with multiple authors.

A blog is a great way to share information and engage your audience. Like any social media
tool, a blog should never be about imparting your wisdom and messaging to the masses.
Rather, it should be about engaging your audience and participating in “the conversation.” As
such, readers are usually allowed to post comments. In fact, I don’t recommend launching a
blog unless you’re willing to allow comments. It’s not about controlling the conversation. It’s
about opening up the channels of communication.

First Steps
   •   Determine the purpose of your blog and design it to support that purpose.
   •   Determine the overall topic of your blog and the various categories you want to
   •   Establish how often you’re going to publish, and have a few posts ready in the
       queue before you launch the site.
   •   Choose a platform: there are many to choose from, but WordPress is by far the
       easiest and most robust.
   •   Hire a WordPress jockey to build your blog. Yes, WordPress is easy. However, it’s
       faster to have someone well-versed with the software build your blog for you. You’ll
       have fewer headaches. It will function more efficiently and effectively. And it’s not
       that expensive.
   •   Start blogging and do it regularly!

Blogging Best Practices
   •   Allow commenting—good and bad. Use negative feedback as an opportunity to
       demonstrate your responsiveness and willingness to engage and help your audience.
       Not allowing comments at all conveys that it’s all about you. Allowing only positive
       comments conveys that you’re trying to hide something or control the conversation or
   •   Let go of control. Social media tools aren’t about controlling what is said and not
       said. They’re about conversation. They’re about engaging with your audience and
       listening to what they have to say.
   •   Develop targeted search terms—ideally with the help of a search engine
       optimization (SEO) consultant. If you don’t go through a keyword exercise and the
       other associated strategic tasks, the other SEO work is basically for not. These key
       phrases should be the ones you’d like your blog to appear in the results for when a
       user does a search; and therefore should be used as much as possible in your posts—
       without being forced. Not every post will be key-phrase rich, but you should try to
       incorporate them as much as possible (see Writing for SEO Optimization below).
   •   Limit the number of categories you have. The key is to not spread yourself too
       thin, especially if you care about SEO or you want to be viewed as authoritative.
   •   Make it easy for users to find older posts. There are a lot of ways to archive your
       blog posts. Two of the most common and useful to users are by date and by category
       topic. If you have multiple authors, you might also consider an archive by author. The
       key is to avoid making users repeatedly click the “previous” button and scan
       numerous pages. Search is a good option, but don’t let that be the only way readers
       can access your archives.
  •   Provide some type of automatic feed/syndication. RSS feeds (see Blogging
      Terminology below) push updates out to readers who add your feed to their feed
      reader, allowing them to read updates without having to manually go to your blog to
      see if you’ve posted anything new. Make sure the link for the feed is prominently
      displayed in the sidebar.
  •   Include prompts for sharing individual posts via various social media tools,
      such as Delicious, Digg, Facebook, Google, LinkedIn, Reddit, StumbleUpon, Twitter,
      and more. Tech for Luddites does a good job of this; simply go to the bottom of any
      blog post and mouse over the “share” button to see all the ways the site makes it
      easy for readers to share and bookmark an individual post.
  •   Register your blog in the various directories after it has been active for about
      four – six months, and you’ve posted regularly.
  •   Participate in the blogosphere. Don’t just post to your own blog. Read other blogs
      relevant to your area and participate in the conversation on those sites (i.e. comment
      on other bloggers’ posts).

Blog Writing Hints and Tips
  •   Have a clear goal
  •   Write in the first person—blog writing is like thinking out loud
  •   Don’t use marketing or corporate speak
  •   Use a conversational tone; informal grammar and slang are okay, such as gotcha
  •   Let yourself go, have fun, be real—and real isn’t perfect; although write as if it will be
      published, because it will
  •   Be consistent in how you write
  •   Develop your own distinct voice/style—and RELAX!
  •   Provide points of view
  •   Write for scan-ability: use heads, subheads, bullets, bold text where appropriate;
      minimize the number of paragraphs over four or five lines, and manage white space
  •   Encourage comments by the way you write your post
  •   Admit to the “uncomfortable-ness” and be self-revealing if/when it fits the
  •   Include counterpoints, exploring and addressing both sides of an issue
  •   Boil down complex thoughts to a few sentences—less is more
  •   Include at least one link to something pertinent in each post, if at all possible
          o Linking gets and keeps things going
          o No permission is needed to link
          o Don’t link to download files, link to the previous page instead
  •   Read other blogs for inspiration, such as:
          o (good resource about blogging)
          o Jonathan Schwartz, CEO of Sun Microsystems:
          o Dell’s Direct2Dell blog:
          o HP’s central blog page: http://
          o HP’s Eric Kintz (VP Global Marketing Strategy & Excellence):
          o Google’s corporate blog (edited by Karen Wickre):
          o Debbie Weil’s podcast interview with Karen Wickre:
          o “Why Blogging Matters”—Eric Kintz, HP (award winning)
          o “How & Why to Add Video to Your Blog from WorldBiz Report”
Writing for Search Engine Optimization
  •   Include your targeted search term in the:
          o Main headline
          o Subheads as much as possible
          o Body copy as many times as possible (three times is ideal)
          o “Tags” field in WordPress (see WordPress cheat sheet below)
          o Bulleted text
  •   Don’t forget that your primary audience is human, so if there’s a conflict between the
      human audience and the search engines, favor your human audience. ☺

Blogging Terminology
  •   Archives: a means of organizing your posts so readers can easily find what interests
      them. You can create archives based on a number of organizational structures: date,
      topic, author, alphabetically, and more.
  •   Blogroll: a list of web pages (and associated links) that you find worthwhile or
      interesting. Typically, the links are to other blogs. A Blogroll can be a sidebar on your
      blog or a separate page. and BlogRolling are good resources for managing and
      understanding a Blogroll.
  •   Comments: allows users to comment on your posts and link to your posts.
          o Trackbacks: are similar to references at the end of an article or academic
              paper. They notify another author that you referenced his/her post on your
          o Pingbacks: lets you notify the author of a post that you linked to it from your
              blog. If the blog that you’re linking to is pingback-enabled, then the author of
              that blog is notified (in a pingback) that you linked to his article.
          o Moderating:
          o Spam:
  •   Feed/Syndication: an automated process for notifying readers of new posts.
      Examples of feeds include Atom, RSS (Really Simply Syndication), and RDF. For a
      comprehensive description, read Dave Shea’s “What is RSS/XML/Atom/Syndicaton?”
      A feed reader checks blogs you’ve tagged for updates and automatically downloads
      them for you, displaying an excerpt (or sometimes the whole post). All you have to
      do is add the links of blogs you like to the RSS feed; and the feed reader will inform
      you when any of the blogs have new posts.
  •   Pages: static information about you or your blog, such as “About this Blog” or “About
      the Author” or something similar.
  •   Plug-in: code that can extend the functionality of a standard WordPress blog. These
      are typically loaded in the “wp-content/plugins” directory on the web server where
      you’ve installed WordPress. You can enable the plug-ins within the WordPress
      interface once you’ve uploaded them to the server. Key ones to include on your blog,
          o Akismet
          o All-in-One SEO Pack
          o FD Feedburner (for managing feeds)
          o Google XML Sitemaps
          o Search Everything
          o Similar Posts
          o TinyMCE Advanced (a must, as it provides all the formatting buttons, such as
              bold, italics, bullets, etc. that make formatting a post much easier)
  •   Post: the individual articles you “post” (publish) to your blog.
  •   Search: allows visitors to search the blog, just like an other search functionality;
      typically requires a plug-in such as “Search Everything”
   •   Sidebar: the column on the left or right side of your blog that includes links to tools
       and various information about the blog: search, RSS feed, archive, categories,
       Blogroll, and more.

For a complete list of terms and their definitions, read the glossary on

WordPress Cheat Sheet
How to Write and Edit Your Post
  • Either enter the Blog from your website (if linked from there) or go directly to your
     blog’s URL.
  • At the bottom of the sidebar (typically), under ‘Meta’, select the ‘Log in’ link to log in
     with your name and password.
  • Enter your username and password.
  • Under the blog header, in the upper left side, click the down arrow next to “Posts”
     and then select “Add New.” This is the page on which you write your blog post.
  • Enter the title of your post in the ‘Title’ field at the top of the page under “Add New
  • Copy and paste your article copy or your text into the ‘Post’ box or type it all yourself.
        o If pasting from Word, make sure to click the icon with the little “W” in it, so
             that it strips out all of Word’s “weird” stuff.
        o If you don’t see the little “W,” you need to click the “Kitchen Sink” icon in the
             top row, far right. That will give you all the other editing tools, including the
             one for pasting from Word.
  • After you’ve entered the text, use the editing buttons above the post box just as you
     would if you were using Microsoft Office Word when you are in the ‘Visual’ tab section.
        o Select ‘Toggle full screen mode’ (just to the left of the right-most icon in the
             top row) if you’d like to work in full screen mode.
        o Select ‘Kitchen Sink’ in the most upper-right corner of the screen if you need
             more editing choices.
        o Add links by highlighting the text you want to link, and click the chain icon in
             the middle of the top row, which will launch a new, smaller window.
                     Enter or paste the full URL, including http://, in the “Link URL” text
                     Select “Open in this window / frame” from the “Target” pull-down
                     menu, if the link is to another area on your website.
                     Select “Open in new window (_blank)” if linking to another site besides
                     your own.
                     Click the “Insert” button when done.
        o Use Bold to highlight your subheads.
  • Use the advanced options as appropriate. If you are unsure what these are for, you
     can check various online references, including WordPress Help in the upper right

Adding Tags, Categories and Related Posts to Your Post
  • NOTE: You can delete and change tags and categories at any time, so don’t worry if
      you change your mind during this process.
  • Choose only one category and as many tags as are appropriate for your post.
   •   Select the appropriate category under the “Categories” header by clicking the
       checkbox next to your chosen category.
   •   Enter all appropriate tags under the “Tag” header
            o Use all lower case for every tag
            o Separate tags by commas
            o If there is already a tag related to your topic, please use that wording, as
               WordPress will group like articles together by tags (see the right column on
               the live blog site for existing tags—they will also appear beneath the tag text
               box as you type, if what you’re typing matches the phrasing already used)
            o Click ‘Add’ when you’ve entered your tags.
   •   Enter “Related Posts” under that category.
   •   If you know there’s already a post on the blog that you want to cross link with, simply
       type the title in the “Search posts” text box and then click on the post in the resulting
       list that you want to link to (click “No” if it asks you whether you want to leave the
   •   Do this for each post you want to add.

Adding Media to Your Post
  • Add media to your post by selecting the image or embedded media icons in the top
      row (one is a tree, the other a film strip).
  • Remember that adding media and links makes the post more interesting and will get
      your blog more attention. You can find media on YouTube, Flickr, and many other

How to Publish a Post to the Your Blog
  • If you’re an administrator and you have multiple authors on your blog, make sure the
     appropriate author name appears in the “Author” pull-down near the bottom of the
     page. When entering a post for someone else, be sure their name appears, as yours
     will be the default.
  • Click the “Save” button in the right channel near the top of the page (in a black box)
     before you publish and before you click “Preview this Post” to ensure you don’t lose
     your entry.
  • Click the “Preview” button to check your post for mistakes, etc. before publishing.
  • Click the blue “Publish” button in the right channel when you’re ready to push your
     post live
         o Check your post on the live site to be sure no errors occurred in the transition
         o Click “Edit” next to your name to make any changes
         o “Save” again, after making the changes, and proof the changes.

Adding/Editing Tags, Categories and Related Posts to a Live Post
  • Find the article on the site you wish to edit.
  • Click the little red “Edit” link underneath the title and to the right of the author’s
      name. This will take you to the data entry page containing all the information about
      the post.
   •   Find the “Post Tags” box in the right channel, just underneath the blue “Publish”
       button. You can enter as many different tags as you like. Just remember to use lower
       case in all instances and to separate each tag by a comma. A tag can be one word or
       a phrase.
   •   “Categories” is just beneath “Tags.” As a reminder, you can only have one category.
       While it’s tough sometimes to narrow it down, you should choose just one. (It’s better
       for SEO.)
   •   Scroll back up once you’re done making these changes and click the “Save” button, in
       the right channel under “Publish.”
   •   Enter “Related Posts” near the bottom of the page—exact location depends on which
       plug-ins you have loaded.
   •   If you know there’s already a post on the blog that you want to cross link with, simply
       type the title in the “Search posts” text box and then click on the post in the resulting
       list that you want to link to (click “No” if it asks you whether you want to leave the
   •   Do this for each post you want to add.

Managing Comments
  • Look for comments to your postings.
   •   Respond appropriately and in a timely manner; bloggers like to know a ‘real’
       conversation is taking place.
   •   You should get notices in your email from WordPress when a comment is made to
       your post. You can click on the link to approve and then add your comment. You may
       need to sign in when you go back to the WIC blog site.
   •   Encourage the bi-directional discussion.
   •   If the comment is spam, delete it.
   •   Do not automatically assume all comments are fair game simply because they’ve
       been made. Watch for spam and inappropriate comments.
Additional Reading
Many of the articles that are listed here were gleaned from my social networks on LinkedIn,
Facebook, and Twitter—a lot from Twitter. If nothing else, social networks are great for
sharing information.

   •    The Top Six Reasons Companies Are Still Scared of Social Media (Social Media Today)
   •    Three Top Ways to Damage Your Brand with Social Media (Social Media Today)
   •    4 Ways Social Media Is Changing Business (Mashable)
   •    10 of the Best Social Media Tools for Entrepreneurs (Mashable)
   •    50 Top Social Networking Sites (BrainSack)
   •    Social Media Monitoring 101, How to Get Started (Social Media Examiner)
   •    Online Marketing Cheat Sheet for Social Entrepreneurs and Nonprofits (Social
        Edge/Skoll Foundation)
   •    Ning Help (for creating social communities)
   •    What Is a Wiki? (Wikipedia)

    •   LinkedIn for iPhone v1.5: Get Your Inbox Anywhere
    •   Ten Ways to Use LinkedIn (LinkedIn Blog, Guy Kawasaki)
    •   A Social Site, Only the Business Like Need Apply (New York Times)

   •    Facebook Changes: News Feed vs. Live Feed (Tech for Luddites)
   •    Thinking of Running a Contest on Twitter? Think Again! (Why Facebook?)
   •    Public Profiles: Why Should Your Company Have One? (Wildfire Interactive)
   •    10 Tips for Creating Buzz with Facebook Events (Social Media Examiner)
   •    HOW TO: Create Friend Lists on Facebook (Mashable)
   •    Facebook Launches New Groups Layout (Updated) (All Facebook)
  •    Facebook Rolls Out New Ads; Partners with Nielsen to Measure Their Effectiveness
  •    Introducing Twacebook! (Fitter?) (Tech for Luddites)
  •    BREAKING: Facebook Introduces @Mentions in Status Updates (Mashable)
  •    Facebook 101: How to Use Facebook for Fun and Profit, and Not Lose Sleep Over It
  •    New Facebook Pages: A Guide for Social Media Marketers (Mashable)
  •    7 Tips to Getting Started on Facebook for New Businesses (Social Media Today)
  •    Five Tips for Optimizing Your Brand’s Facebook Presence (Mashable)
  •    8 Essential Apps for Your Brand’s Facebook Page (Mashable)
  •    30+ Apps for Doing Business on Facebook (Mashable)
  •    Update on Bug Alert: Missing Boxes Tab on Facebook (Tech for Luddites)
  •    Killer Facebook Fan Pages: 5 Inspiring Case Studies (Mashable)

   •   Getting Started on Twitter (Squidoo)
   •   15 Social Media Lists to Follow and Expand (Mashable)
   •   Eight Twitter Habits that May Get You Unfollowed or Semi-Followed (Social Media
   •   11 Things to Avoid When Using Twitter (Tech N’ Marketing)
   •   5 Ways to Use Twitter’s New List Feature for Marketers (Influential Marketing Blog)
   •   Essential: 8 Things to Consider Before Using Twitter Lists (TwiTip)
   •   Three Strategies for Using the “Favorite” Function on Twitter (Nonprofit Tech 2.0 A
       Social Media Guide for Nonprofits)
   •   10 Ways to Archive Your Tweets (Social Net Daily)
   •   The Definitive “How To” Guide to Use Twitter on the iPhone (Saul Colt)
•   Report: Nine Scientifically Proven Ways to Get Retweeted on Twitter (Fast Company)
•   How to Guarantee No-One Will Follow You on Twitter (Ecommerce In Kent Blog)
•   3 Ways to Monitor Your Brand with Twitter (TwiTip)
•   TwitterCounter: tool for tracking Twitter stats
•   How to Gather and Use Twitter Metrics (wikiHow)
•   Do Twitter Backgrounds Attract New Followers (Ms. Ileane Speaks)
•   8 Ways to Find Relevant Followers on Twitter (Social Net Daily)
•   10 Ways to Archive Your Tweets (ReadWriteWeb)
•   10 Great Twitter Tools (PC World)
•   Nine Twitter Tips for Business (WIC Blog)
•   “Seven Rules for Establishing a Corporate Presence on Twitter” Plus Two (WIC Blog)
•   Getting Onboard the Twitter Train (WIC Blog)
•   Twitter: Next Steps (WIC Blog)
•   Twitter: Three Months in and Loving It (WIC Blog)
•   11 Ways to Shorten and Lengthen a Tweet (TwiTips)
•   135 Ways to Tweet, What to Tweet, How to Tweet (Book Marketing)
•   The Ultimate Guide for Everything Twitter (Web Designer Depot)
•   Twitter Security Do’s and Don’ts (TwiTip)
•   Team Tweeting with CoTweet (Marty Collins)
  •   FTC Releases Guidelines for Endorsements (and Bloggers) (360° Digital Influence)
  •   WordPress for iPhone 2: Mobile Blogging Just Got Easier (ReadWriteWeb)
  •   9 Superb Beginner’s Guides to Thesis Theme Customization & Usage
  •   10 WordPress “Plugins” Every Blogger Should Use! (Social Net Daily)
  •   Posted to Tweeting from WordPress (The Blog of Author Tim Cohn)
  •   45+ Essential WordPress Plugins for Pro Blogging (Blog Perfume)
  •   How to Backup Your WordPress Blog in Three Easy Steps (ProBlogger)
  •   How to back up your WordPress Blog in 60 Seconds (Christopher S. Penn)
  •   Top WordPress Resources to List Your WordPress Blog & Build Links (Search Engine
  •   WordPress Blog Glossary
  •   Use a Feed Reader to Keep Up to Date with Your Favorite Blogs (Tech for Luddites)
  •   What Is a Blog (
  •   31 Days to Build a Better Blog (a workbook by
  •   ProBlogger: Secrets for Blogging Your Way to a Six Figure Income (Darren Rowse,

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