Social Media

							Social Media
Its Not Just For Kids Anymore…
Overview
   What is Social Media, Why Should You Care?
   Why Social Media is Career Enhancing
   Why Social Media is ―Networking On Steroids‖
   How To Manage Social Media In The Workplace
   How To Manage Your Social Media Time
   Advice On Get Started…
What is Social Media?
…and why should you care?
What is Social Media?
What is Social Media?
    Think of regular media as a one-way street
         newspaper, television
         very limited ability to give your thoughts on the matter.
    Social media, on the other hand, is a two-way street that
     gives you the ability to communicate too.
Examples of Social Media
   Social Networking. (LinkedIn, Facebook,)
        Profiles and groups
        friends and business ―fan‖ pages
   Blogging, Micro-Blogging. (Wordpress, Blogger, Twitter)
        Anyone is a publisher
        Sharing useful content with large lists of followers
   Social Bookmarking (Del.icio.us, StumbleUpon)
        tagging websites
        searching websites bookmarked by other people.
More Examples of Social
Media…
    Social News. (Digg, Propeller, Reddit)
         voting for articles and commenting on them.
    Social Photo and Video Sharing. (Flickr,YouTube)
         sharing photos or videos and commenting
    Wikis. (Wikipedia)
         adding articles and editing existing articles.
What are people actually doing
with Social Media?
      1. Watching videos (83%)
      2. Reading blogs (73%)
      3. Viewing shared photos (63%)
      4. Using a social network (57%)
      5. Commenting on blogs (55%)
Accounting Has The Big 4, Social
Media Has The Big 3
     LinkedIn
     Facebook
     Twitter
LinkedIn
   Mainly used for professional networking.
        "automates" keeping in touch with the people we know
        helps find and be found by, the people who are looking for us.
   Employers can list jobs and search for potential
    candidates.
   Job seekers can review the profile of hiring managers and
    discover which of their existing contacts can introduce
    them.
Facebook
   Social networking website founded in 2004.
   Easily the world's most popular social networking site, with more users
    as the United States has people (more than 400 million).
Twitter

   Free social networking and micro-blogging service that
    enables its users to send and read messages known as
    tweets.
       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.
Why Should You Care?
Business Use of Social Media Has
Exploded
    The use of Facebook, Twitter, and blogs for business
     purposes has skyrocketed in the last six – according to
     research by Palo Alto Networks (December 2009)
         Facebook is the dominant social networking site in the workplace:
         94% of companies used Facebook over the six months
          ended September 2009, (vs. 37% six months prior).
         Facebook user sessions increased 192% during the period
LinkedIn is just behind
Facebook…
Twitter is the most popular instant
messaging tool…
Blog posting is rapidly
increasing
Some Interesting Social Media
Growth Stats
 Years to Reach 50 millions Users:
        Radio (38 Years)
        TV (13 Years)
        Internet (4 Years),
        iPod (3 Years)…
        Facebook added 100 million users in less than 9 months…
        iPhone applications hit 1 billion in 9 months.
More Interesting Social Media
Growth Stats
    80% of companies use LinkedIn as a primary tool to find
     employees….
    More than 1.5 million pieces of content (web links, news
     stories, blog posts, notes, photos, etc.) are shared on
     Facebook…daily.
    The fastest growing segment on Facebook is 55-65 year-
     old females
Interesting Social Media Stats
portending continued change…
    There are over 200,000,000 Blogs
    24 of the 25 largest newspapers are experiencing record
     declines in circulation because we no longer search for the
     news, the news finds us.
    In the near future we will no longer search for products
     and services they will find us via social media
    Because of the speed in which social media enables
     communication, word of mouth now becomes world of
     mouth
Social Media is not a fad…
     These statistics tell the story –
     social media isn’t a fad, it’s a fundamental shift in the way
      we communicate.
But What About CPA’s …
Are CPA’s using Social Media?
CPA Trendlines Research
CPAs Online
        Bay Street Group LLC for the AICPA
        678 valid responses
        April – June 2009
        Online questionnaire
        Incentive: Top line results




                                              23
Where are CPA’s online?
Maryland CPA Association Fan
Page
Maryland CPA Association Fan
Page Notes
Somerset CPA’s using Video
Blogging
Roger CPA Review Blog Site
IBM Survey Results On Social
Media Business Benefits
Why Social Networking is
Career Enhancing…
Basic Steps For Using Social
Media To Advance Your Career…
1.   Share your knowledge and expertise
2.   Share industry articles with followers
3.   Blog about your industry, current trends, etc
4.   Answer questions posed by others seeking guidance
5.   Introduce new ideas to your company uncovered through
     social media
Personal Branding
    Before Social Networking, we called this ―Reputation‖
          Former Bosses, subordinates, competitors, colleagues, friends.
          Achievements, Expertise sharing
          Relationships
          Recommendations
          Referrals
    It was central to our paper resume, networking letters, networking meetings…

    Today, many are setting themselves apart with a ―Personal
     Brand‖
Build Your Personal Brand In
Online Social Platforms
   Here is a short list of possible elements
        Social Networking Online Profiles
        Social Media Resumes
        Blogging
        Microblogging
        Articles
        eBooks
        Video Resumes
Blog To Enhance Your Career
   Maintain a blog with regular entries of commentary,
    sharing your subject expertise or knowledge.
   A typical blog combines text, images, possibly video and
    links to other blogs, Web pages, and other media related
    to its topic.
   Build a following of readers who see you as a ―thought
    leader‖
   The ability for readers to leave comments in an interactive
    format is an important part of a blog.
How To Use LinkedIn For Career
Advancement
   Everyone Is On It. Most Don’t Use it fully…
        Create a Profile
        Complete the profile as carefully as you would your resume…because it is your
         resume.
        Create a marketing headline
        Get Recommendations
        Post status updates
How To Use LinkedIn For Career
Advancement
   Participate to find the real power in LinkedIn
        Join Groups
        Participate in groups
              Post discussion topics
              Post news
        Answer questions in the Q&A section
        Use apps
              Slideshare (import your slideshows)
              Import your Blog feed
              Import your Twitter feed
Groups
Answer questions in the Q&A section
10 Ways Facebook Can Help with
Your Career
1.   Know that employers use Facebook to do background
     checks
         Don’t put anything on your profile you don’t want a potential employer to see.

2.   Complete a full profile that it reads like a CV or Resume.
3.   Upload a professional headshot for your profile
     (check your other photo’s - turn on the privacy options that disable the ability for people to tag you
     in pictures and videos).

4.   Be interesting. Let them know the real you.
5.   Tell your network what you are looking for, and provide
     status updates on your progress
10 Ways Facebook Can Help with
Your Career
6.    Share interesting information and links on your wall. Build
      up a profile of being an knowledge expert about your
      sector.
7.    Use Facebook to search for people from different
      industries, schools, universities
8.    Search for topical and relevant groups within Facebook
9.    Comment, add some opinion and in depth answers - start
      to engage in proper conversations.
10.   Network with ―weak ties‖ in your network
How Twitter Can Enhance Your
Career
   Make your Twitter presence ―employer-friendly‖
        Include your job description in your Twitter bio
        Use a professional looking photo or avatar
        Tweet about your area of expertise
        Re-Tweet or mention high influencer tweets
        Link to insightful online subject matter.
             Yours or key influencers
How Twitter Can Help Your Career
Advancement Search
   Many job recruiters use Twitter to look for potential
    candidates.
        Before contacting a recruiter via Twitter:
             Read their bio
             Look at their Follower/Following ratio
             Click the link to their website

   Include a link to an online CV or resume in your bio.
Recruiting & Interviewing
   More than one in five employers search social networking
    sites to screen job candidates.
   45% of employers said they already peruse social
    networks to screen candidates.
        Only 11% used the technology in 2006.
Why Social Media Is
Networking on Steroids…
How Social Media Is Networking
On Steroids
    Imagine all your clients and referral sources
     mingling in a room at a cocktail party – but…
         not just for your holiday event
         Imagine it every day online, and you are the host!
How Social Media Is Networking
On Steroids
   Your reach on social media and the power of word of
    mouth or referrals is exponentially increased.
   Social media is networking, but online, which means you
    can reach more people more quickly than with any other
    medium.
   Relationships are built online every day. Consider the
    popularity of sites like Facebook with 400 million users
How To Use Social Networking
Works
   The goal is to develop your personal 'brand.'
        disseminate your content, establish your expertise and
         build relationships with those who 'follow' you
        they can then disseminate your content for you (an endorsement,
         or 'word of mouth') to those in their networks who trust their
         opinion.
How Social Networking Works
   To make this all work:
        follow up with contacts,
        participate in the conversation,
        provide valuable information and links, and
        be generous - endorse others and link to their content.
        Look for ways to take the relationship offline or to establish
         personal connections outside of social media to enhance the
         connection.
How To Manage Social
Media In The Workplace
…and why a Social Media Policy is your first
line of defense
Five Things to Consider in your Social
Media Guidelines for Employees
     1. How does the use of social media affect
        employee productivity?
           Do you want employees accessing social media sites at
            work for either personal or business relations?
     2. What legal issues do your company face
        regarding proper disclosure and/or advice?
           Small print exists for a reason, and it’s usually not
            contained within 140 characters.
Five Things to Consider in your Social
Media Guidelines for Employees
   3. What restrictions should employees
      have when interacting?
          Like it or not, they will be perceived as a
           representative
   4. How will you train them on the use of these
      social media guidelines?
          It’s one thing to establish guidelines, but they’re failing if
           employees do not understand, or know, about them.
   5. What will the repercussions be for violations?
          Are you willing to enforce them?
Social Media and Privacy
Issues…
Few Companies Have Policy for
Employee Use of Social Networks
              Social Media Policies

 Does Your Company
   have a written
   policy?

 What challenges did
  you find writing it or
  are concerned you
  will find?



                           http://www.emarketer.com/Article.aspx?R=1007493
What Should You Include in Your
Social Media Policy?
    •   You may want to prohibit some or all of the following:
        ▫   disclosing confidential or proprietary information;
        ▫   disclosing the name of the business in personal websites or social networking sites except
            professional networking sites (e.g., LinkedIn);
        ▫   revealing the name of the company on a site with sexual or violent content;
        ▫   using the company's intellectual property (e.g., trademarks);
        ▫   infringing on the intellectual property rights of others;
        ▫   making statements adversely affecting the company's interests or reputation;
        ▫   criticizing customers or other important business partners;
        ▫   making statements supporting competitors;
        ▫   issuing defamatory, harassing, or disparaging language;
        ▫   issuing content that violates the law (e.g., obscenity); and
        ▫   writing or commenting on content that would constitute a violation of any other policies, rules,
            standards of conduct, or requirements applicable to employees.
Example: IBM’s Social Media Policy
     •   Know and follow IBM's Business Conduct Guidelines.
     •   IBMers are personally responsible for the content they publish
     •   Identify yourself—name and, when relevant, role at IBM—when you discuss
         IBM or IBM-related matters.
         ▫   And write in the first person.
         ▫   Make it clear that you are speaking for yourself and not on behalf of IBM.
     •   Use a disclaimer such as this:
         ▫   "The postings on this site are my own and don't necessarily represent IBM's
             positions, strategies or opinions."
     •   Respect copyright, fair use and financial disclosure laws.
     •   Don't provide IBM's or another's confidential or other proprietary information.
IBM Social Media Policy, cont.
   •   Don't cite or reference clients, partners or suppliers without their approval.
   •   Respect your audience.
   •   Don't pick fights and be the first to correct your own mistakes.
   •   IBM supports open dialogue and the exchange of ideas.
   •   IBM trusts—and expects—IBMers to exercise personal responsibility
       whenever they participate in social media.
   •   Know the IBM Business Conduct Guidelines.
   •   Be who you are.
   •   Be thoughtful about how you present yourself in online social networks.
   •   Speak in the first person.
   •   Don't forget your day job.
Links to other Social Media Policy
Examples
    IBM Social Computing Guidelines
    Telstra 3 R’s of Social Media Engagement
    Baker and Daniels Social Media Policy
    City of Hampton, VA Social Media Policy
    Yahoo Personal Blog Guidelines
What about personal social media
privacy concerns?
   Each Social Media channel has settings that allow you to
    control what information you make available online
   Links to Social Media personal privacy best practices:
        10 Privacy Settings Every Facebook User Should Know
        LinkedIn Privacy Concerns – recommended settings
        How to protect your Twitter updates and messages
Social Media Time
Management
Tools to maximize your productivity
3 Steps To Managing Your Social
Media Time
 1.   Know Why You Are Using Social Media
         Research? (Find blogs, podcasts, news sites you like)
         Networking? (LinkedIn, Facebook – Groups, Q&A)
         Marketing? (Publish. Create videos, blog, engage customers)
 2.   Have a Time Management Strategy
         Develop a schedule
         Focus on impact activity (see #1 for guidance)
         Stay On Track (resist the urge to do things not on point)
 3.   Use Tools that Maximize Social Media productivity
Tools For Managing Your Social
Media Time
1.   Start with basic task Management
        Outlook tasks
        Things for Mac
        Franklin Covey – Plan Plus Online
Listening Tools For Managing
Your Social Media
     RSS Feeds (favorite blogs,      Google Blog Search
      podcasts, search terms)         Google Alerts
     Twitter search                  Backtype
     Blog Pulse                      Technorati
Dashboards For Managing Your
Social Media and scheduling posts
     Hootsuite        Social Oomph
     Tweetdeck        Social Too
     Seesmic          Tweetlater
     Ping.fm          Post Later
     Tube Mogul       Friendfeed
Advice on Getting Started
With Social Media
Advice For CPA Firms Using
Social Media…
   Develop Your Social Media Policy (policies)
        Start Today!
Advice For CPA’s Beginning To
Use Social Networking…
     Protect your name
     Start slow
     Establish measureable goals and review progress
     Commit
     Find Fans and potential employees
     Highlight your expertise (be a thought leader)
     Ask Questions
     Social Networking is key, but…
     Don’t Give Up Traditional Networking
Thank You !
                    Bob Linger
                    CEO
                    Business Link Marketing

    Phone: 813-949-8657
    Fax: 813-949-8759
    bob.linger@businesslinkmarketing.com
    www.businesslinkmarketing.com

    Follow me:
    LinkedIn.com/in/boblinger
    Twitter.com/bob_linger
    Facebook.com/bob.linger.fb