Download - Using Social Media - Adam Wooten
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Building social capital & creating an online following
Tips for leveraging social media to increase readership
by Adam WootenInternational Business Columnist
Deseret Connect
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The challenge
• How do I get my articles linked across social media when my mother does not Facebook and I don’t know the identity of my only other reader?
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Who in the world cares?
• Who is your target audience?Mothers, high school athletes, businesspeople, retirees, etc.
• Where do they hang out?Facebook (groups), LinkedIn (groups), Twitter, Ning, blogs, forums, etc.
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What works for me may or may not work for you
38%
17%16%
11%
7%6% 5%
% of Visitors to Adam’s Columnfrom Social Media Sources
BlogsOther
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Measured performance may tell you to make adjustments
• Social networks: if posting in a particular network is not affecting traffic, maybe you can focus time elsewhere
• Link titles: sometimes the article title is not the best “link bait” for a social network
• Subject matter: even most language geeks prefer my articles that are geared toward a more general audience
• Notification time: my readers are more likely to spread the word if they hear about my article first thing in the morning
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Subscriptions keep readers coming back for more
• RSS feed subscriptions (feedburner.google.com)
• Twitter feed subscriptions• Email subscriptions• Blog subscriptions• Facebook page subscriptions• Status updates via LinkedIn,
Facebook, etc.
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Burn your own feed for more control over subscription
Simple XML Feed Customized Feed
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Avoid stereotypical,self-centered networking
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Great networking is NOT all about you• Be helpful
o Provide recommendationso Share good Ideaso Promote the good ideas of otherso Answer questionsoGive positive feedback in comments
• Develop positive two-way relationships
• Unselfish networking is what builds good social capital
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Spammers and “flamers” destroy social capital and credibility
• Spammers do the following:o Post article links everywhere, even in
locations not relevant to the topico Don’t provide additional valuable
information related to your area of expertiseo Don’t communicate one-on-one with others
in your social network
• “Flamers” or bashers do the following:o Engage in rude, hostile, or insulting
interaction with other internet userso Don’t handle criticism politely and
appropriately
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Don’t forget the low-hanging fruit!
• Have you blasted your network to let them know you are writing?o Familyo Friendso Colleagueso Neighborso Online connections
• Do you email links to the people and organizations mentioned in your articles?
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Social media tip summary
• Know who your readers are• Go where your readers hang out• Convert readers into subscribers• Build social capital – be an unselfish
networker• Preserve social capital - avoid spamming
and “flaming”• Remember the loyal, low-hanging fruit• Make adjustments as needed
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Thank you
Any questions?