Barbara Thomas | versoe.ca | Feb 2016
Social media etiquette: or, can I say f*ck on twitter?
What this workshop covers…
• “Social media” covers a lot of ground• Doing it wrong• Doing it right • The future of social media?
Etiquette = customary code of accepted behavior among members of a particular group
Online, etiquette = reputation management
“SOCIAL MEDIA” COVERS A LOT OF GROUND
Our “digital debris” lives in these places
The Network
Effectandthe
SocialGraph
A broadcast network
A “Tight crowd” network community
DOING IT WRONG
Well, obviously….
Not a good idea if you are a teacher….fired.
Didn’t even get to start the job
Looked for drug dealer on twitter [cops replied]
http://globalnews.ca/news/778288/york-regional-police-reply-to-twitter-pot-plea/
Mixed up personal & work accounts – got fired
Senior Director of Corporate Communications at IAC (2013) made “joke” – trended worldwide - got fired
“I thought there was no way that anyone could possibly think it was literal.“ Justine Sacco
#HasJustineLandedYet
How to lose a modeling contract with L’Oreal
http://www.businessinsider.com/loreal-fires-model-axelle-despiegelaere-after-hunting-photo-2014-7
Try to avoid including porn in customer service tweets (unless you work for PornHub I suppose)
“US Airways apologized for an extremely graphic photo that it shared earlier today, depicting a naked woman in a sexual position with a toy plane.”
Make sure your celebrity endorser is still alive
DOING IT RIGHT
First find out what your reputation actually is
• Google your name in “quotation marks” - use a clean browser (or Incognito mode)
• Persistent online reputation even with anon accounts and pseudonym
• Try Google reverse image search using photographs from your social media presence
Get discovered for the right reasons
• Do some serious thinking about how you want to portray the professional side of your life
• Optimize your digital footprint for the key words you want to be associated with (search engine optimization)
• Use those terms in your professional social media profiles
• Use separate social media accounts for personal and professional purposes
• Use a separate email address for personal and professional purposes
Social
media
influenc
e (self actualization
)
Social media engagement
(esteem)
Community & connection (belonging)
Online reputation (safety)
Social media presence (survival)
Maslow meets social media
What’s your niche?
finance
video gamesfashion
social media marketing
What’s your brand?
Political Science Prof, UWaterloo. Constitutional Law, Public Policy & Canadian Politics
https://youtu.be/c6w0mwf6x7w
What’s your brand?
Craft your social media presence
Content creation Cross promotionChoose your
channels
Cultivating relationshipsCreating relationships
Consistency Collaboration
https://youtu.be/eRMVA1FICUw
Choose your channels
Don’t forget to get a domain name of your own as well
Content creation• Create your own: long-
form and short form blog posts, long-form and short form video, images etc
• Be a trusted curator - select and distribute other people’s content
• Keep it on your own web site as well as on third-party sites
Consistency
• Topic “buckets”• Tone• Unique “voice” and brand• Timing• Frequency• Cross-posting
Creating and cultivating relationships
• Have a follow strategy• Use twitter lists to help
you find new people• Join LinkedIn groups• Use twitter chats to
help grow your professional network
• Comment, like, share• Use (relevant) hashtags
Collaboration & Cross promotion
• Find people who are working in complementary areas and who have complementary personal brands
• Create new content together• Cross promote – pay it forward
THE FUTURE OF SOCIAL MEDIA?
Close ties become more valuable than loose ties
Increasing concern about privacy
Ad blockers close off the revenue taps
According to PageFair and Adobe, the economic cost of ad blocking—in terms of global lost ad revenue—will top $21 billion in 2015 (total ad revenue in 2015 was $600 billion) and will nearly double again in 2016.
Social VR – beyond immersion to “presence”
Join my network…
web: versoe.ca
twitter: @versoe
linkedin: https://ca.linkedin.com/in/barthomas