Download - Social Media Boot Camp at PACOM 2
![Page 1: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/1.jpg)
Social Media Boot Camp
US Pacific Command, Camp HM Smith
Public Affairs Conference
@EricSchwartzman
March 20, 2010
![Page 2: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/2.jpg)
2
Housekeeping
• Net IQ
• Introductory immersion
• New vocabulary
• Agenda
• Slide numbers
• Digital handouts
![Page 3: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/3.jpg)
3
Benefits of Paying Attention
Source: 2009 Digital Readiness Report
![Page 4: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/4.jpg)
4
Times Are Changing
![Page 5: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/5.jpg)
5
Mayor Jerry Brown
Britney Spears
News Media Addict
Star Wars 30th Anniversary
Pussycat DollsAcademy Awards
![Page 6: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/6.jpg)
6
Message Map
Data Points
Overarching Message
Supporting Messages
![Page 7: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/7.jpg)
7
Mainstream Media Training
![Page 8: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/8.jpg)
8
Plenty of Options
Public Affairs
CustomerRelations
Investor Relations
Labor Relations
Community Relations
Industry Relations
Media Relations
Analyst Relations
Public Relations
![Page 9: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/9.jpg)
9
Media Relations
Mass Media Addict
Television Magazines
Radio
Newspapers
![Page 10: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/10.jpg)
10
Press Conferences
![Page 11: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/11.jpg)
11
Controlled Communications
![Page 12: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/12.jpg)
12
Conforming to News Cycles
Photo by Olivander
![Page 13: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/13.jpg)
13
News Break Strategy
National News
Influencers
Regional News
Local News
Trade Press
Target Audience
![Page 14: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/14.jpg)
14
Scoring Ink
![Page 15: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/15.jpg)
15
Illusion of Control
![Page 16: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/16.jpg)
16
Analog Dollars to Digital Pennies
Source: Newspaper Association of America
![Page 17: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/17.jpg)
17November 13, 2009
0
10
20
30
40
50
60
70
80
1994 1996 1998 2000 2002 2004 2006 2008
Local TV
Natl TV news
Cable news
Newspapers
Radio
Online News +1,850%
-25%
-52%
+18%
-41%
-27%
% o
f adult
s
(% of all Americans who “regularly” go to news source: PRC People/Press)
Online News Consumption on the Rise
Source: Pew Internet
![Page 18: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/18.jpg)
18
News Topics Americans Explore Online
Source: Pew Internet
Percentage of internet users who get news and information online by topic
What’s the National News Impact?
![Page 19: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/19.jpg)
19
News Sites American Explore Online
Source: Pew Internet
Percentage of internet users who sited each type of site as their favorite
![Page 20: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/20.jpg)
20
White Light Experience
![Page 21: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/21.jpg)
21
Evolution of Media
New
spap
ers
New
s Rad
io
TV N
ews
Wor
ld W
ide
Web
199
2
![Page 22: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/22.jpg)
22
Web Gave Life to New Media
SEO
Websites
![Page 23: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/23.jpg)
23
New Media Shaping Opinions
Source: Universal McCann
12
3
![Page 24: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/24.jpg)
24
New Media as Mass Media
Photo by Adulau
![Page 25: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/25.jpg)
25
Control through Stridence
![Page 26: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/26.jpg)
26
Outbound Communications
![Page 27: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/27.jpg)
27
Consequences on Shotgun Communications
![Page 28: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/28.jpg)
28
Web Gets Social
Microblogging
SEO
Blogs/PodcastsContent Social
Networks
Websites
Pure SocialNetworks
Monitoring
![Page 29: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/29.jpg)
29
Web Gets Easy
![Page 30: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/30.jpg)
30
Photo by Spackletoe
Web Gets Convenient
• Content’s claim to the crown
• User experience shapes reputation
• Should be self-service
• Flash, PDFs, UI, navigation
• Ease of use drives adoption
Evolution of Customer Experience
Usability Expert Jakob Nielsen on User Experience and Reputation
![Page 31: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/31.jpg)
31
How Will You Get Through the Filter?
Source: Sit or Squat
search reviewfilter share
![Page 32: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/32.jpg)
32
User Experience is Conversation
User Ratings on Comments
Social Search
![Page 33: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/33.jpg)
33
Ease of Use Promotes Transparency & Authenticity
![Page 34: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/34.jpg)
34
Ease of Use Empowers Unofficial Spokes People
![Page 35: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/35.jpg)
35
No Turning Back: Unintended Consequences
![Page 36: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/36.jpg)
36
Retention Training Manual Leaked
![Page 37: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/37.jpg)
37
What You Say vs. What You Do
Whopper Big Mac SubwaySource: This Piggy Blog
![Page 38: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/38.jpg)
38
Higher Power: Social Antibodies
Whopper Big Mac Subway
![Page 39: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/39.jpg)
39
No Secrets
![Page 40: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/40.jpg)
40
Citizen Journalism: Crowd SourcingTruth
![Page 41: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/41.jpg)
41
Crowd Sourcing through Qualified Queries
![Page 42: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/42.jpg)
42
People Start Having Conversations
![Page 43: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/43.jpg)
43
Rep
uta
tion
Mainstream News Media
Conversations Shape Reputation
Source: Shel Holtz
![Page 44: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/44.jpg)
44
MSM Becomes the Second Draft
![Page 45: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/45.jpg)
45
Getting through the Filter
![Page 46: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/46.jpg)
46
Rethink the Photo Opp
Photo by Leo Reynolds
Brian Stauffer
![Page 47: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/47.jpg)
47
Edgework
Source: Cobalt123
![Page 48: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/48.jpg)
48
Scale through Social Media Training
![Page 49: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/49.jpg)
49
Everyone Needs Guidance
People ProcessPolicy Technology
![Page 50: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/50.jpg)
50
Celebrated Social Media Policy
![Page 51: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/51.jpg)
51
Case Study: Social Media Policy at DoD
Challenges:•Competing Agendas•Disengaged Command•Operational Security•Blocking Access
U.S. Navy Adm. Mike Mullen, chairman of the Joint Chiefs of Staff
![Page 52: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/52.jpg)
52
The Nuts and Bolts
![Page 53: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/53.jpg)
53
Guidance from the Air Force [PDF]
![Page 54: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/54.jpg)
54
For Immediate Discovery
Transparency expectations
Patience thresholds
Listen
Anticipate
Respond
Photo by Juandazeng
![Page 55: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/55.jpg)
55
Blogs/Podcasts
Pure SocialNetworks
Content SocialNetworks
Monitoring
Microblogging
Social Media
Discoverability and Amplification
SEO
Websites
New Media
![Page 56: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/56.jpg)
56
National News
Influencers
Regional News
Local News
Trade Press
Target Audience
Exclusives & Embargos are a Fool’s Game
Bloggers Podcasters
![Page 57: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/57.jpg)
57
Morning Break
![Page 58: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/58.jpg)
58
What Does Social Media for the News Business?
![Page 59: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/59.jpg)
59
The War for Trust and Confidence
![Page 60: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/60.jpg)
60
Who Do You Trust?
Source: 2010 Edelman Trust Barometer
![Page 61: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/61.jpg)
61
Trust in Government
Source: 2010 Edelman Trust Barometer
![Page 62: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/62.jpg)
62
Trust in Government
Source: 2010 Edelman Trust Barometer
![Page 63: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/63.jpg)
63
How Much Open Source Data is Out There?
Cairo Speech “Obama” Peak “Freedom” Peak
![Page 64: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/64.jpg)
64
Color Coded by Size
Color Coded by Size
Outage Street Level Detail
Outage Street Level Detail
Building Trust with Geo Data
![Page 65: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/65.jpg)
65
Transparency Fosters Empathy
Source: US Federal Government
![Page 66: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/66.jpg)
66
Transparency Fosters Empathy
Source: http://www.recovery.gov/Transparency/RecipientReportedData/pages/RecipientReportedDataMap.aspx?State=IL&datasource=recipient
![Page 67: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/67.jpg)
67
Ambiguity Fosters Skepticism
![Page 68: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/68.jpg)
68
Opacity Breeds Hate
![Page 69: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/69.jpg)
69
Camp LeJeune Video
Control vs. Credibility
![Page 70: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/70.jpg)
70
End of Segmentation
“The Internet interprets censorship as damage and routes around it.”
John Gilmore, Co-FounderElectronic Freedom Foundation
![Page 71: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/71.jpg)
71
Building Trust by Keeping Pace with Open Source Data
Source: Data.gov
![Page 72: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/72.jpg)
72
Encourage Walk In Traffic
Website
![Page 73: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/73.jpg)
73
Engagement Increases the Number of Entry Points
Website
Blog
FB Fan Page
TwitterPodcast
YouTube
![Page 74: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/74.jpg)
74
Social Media Expands Your Footprint & Network
Website
Blog
FB Fan Page
TwitterPodcast
YouTube
Slideshare
![Page 75: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/75.jpg)
75
Penetrating Filters: Pull vs. Push Media
![Page 76: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/76.jpg)
76
Keywords as Psychographic Filters
![Page 77: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/77.jpg)
77
Filtering Blog Posts
![Page 78: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/78.jpg)
78
Filtering Twitter Conversations
Keyword surfaces Hashtag
![Page 79: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/79.jpg)
79
Filtering Facebook Communities
![Page 80: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/80.jpg)
80
Filtering Videos
Sort by view count to identify most popular content
Filter videos by keywords
Mapping YouTube’s“Radar Systems”” community
![Page 81: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/81.jpg)
81
Online Demographics
![Page 82: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/82.jpg)
82
Conversations have Demographics
Generation Gap
Source: Forrester Research
![Page 83: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/83.jpg)
83
Gov 2.0 Demographics
![Page 84: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/84.jpg)
84
Trust in NGOs
Source: 2010 Edelman Trust Barometer
![Page 85: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/85.jpg)
85
Mosaic of Trust
Source: 2010 Edelman Trust Barometer
![Page 86: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/86.jpg)
86
Photo by John Trainor
You’re No Longer a Lone Sharp Shooter
![Page 87: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/87.jpg)
87
Photo by o0besesed
Social Media Communications is a Team Sport
![Page 88: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/88.jpg)
88
Chose Your Congregation Wisely
Inspired by “Twitterville” – Pg. 51
Invest time looking for fence sitters who express themselves in social media -- doubters who might be turned into believers through conversation.
by Beth Rankin by Glen Kirk by lil’bear
![Page 89: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/89.jpg)
89
Profiles: Informality Drives Conversation
![Page 90: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/90.jpg)
90
Photo by Stu Spivack
Bring Milk and Cookies
Inspired by “Twitterville”
![Page 91: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/91.jpg)
91
It’s Okay to Get Personal
![Page 92: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/92.jpg)
92
Send People Away
Photo by Crawfish Head
Inspired by “Twitterville”
![Page 93: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/93.jpg)
93
Respond to Requests
From “Trust Agents” – Pg. 197
Photo by spaceamoeba
![Page 94: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/94.jpg)
94
Social Media is Inbound
1 2
3 4
![Page 95: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/95.jpg)
95
Learn the Three A’s
From “Trust Agents” – Pg. 197
![Page 96: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/96.jpg)
96
Engaging through Social Media
Inspired by “Trust Agents” – Pg. 197
Think Conversational
Rather than Solicitous
![Page 97: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/97.jpg)
97
Customer’s Shoot Back
Inspired by “Trust Agents” – Pg. 197
![Page 98: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/98.jpg)
98
Customer’s Shoot Back
Cause as online social object
Donor commenting
Inspired by “Twitterville”
![Page 99: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/99.jpg)
99
Customer’s Shoot Back
Inspired by “Twitterville”
![Page 100: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/100.jpg)
100
No Where to Hide from Social Media
Social browser widget
Website as online social object
![Page 101: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/101.jpg)
101
Customer Experience Spills Over into Social Media
![Page 102: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/102.jpg)
102
Good Friends Don’t Just Talk – They Listen Too
![Page 103: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/103.jpg)
103
Good Friends Aren’t Bossy
![Page 104: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/104.jpg)
104
Good Friends are Straight with You
Conversations are Owned
Team Tweeters
News Stands Alone
![Page 105: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/105.jpg)
105
The Good, The Bad and The Ugly
![Page 106: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/106.jpg)
106
Apply Leverage by Mixing Transmission Signals
Inspired by “Twitterville”
![Page 107: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/107.jpg)
107
Humanize at Your Own Risk
Scale by Adding team
Members
![Page 108: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/108.jpg)
108
Revolution Rant
RevolutionaryAristocratEisner Lassiter
![Page 109: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/109.jpg)
109
Blogs/Podcasts
Pure SocialNetworks
Content SocialNetworks
Monitoring
Microblogging
Social Media
New Rules of Engagement: Channel Map
SEO
Websites
New Media
![Page 110: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/110.jpg)
110
Lunch
![Page 111: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/111.jpg)
111
Source: Universal McCann
![Page 112: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/112.jpg)
112
Links vs. Attachments
![Page 113: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/113.jpg)
113
Email Resource: Sending Large Files
![Page 114: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/114.jpg)
114
Email Risks
![Page 115: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/115.jpg)
115
Email Risks: Blogger Fights Back
unique visitor to lifehacker.com
![Page 116: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/116.jpg)
116
Reverse Engineering Media Contact Lists
![Page 117: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/117.jpg)
117
Direct Communications: Coping with Attention Deficits
![Page 118: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/118.jpg)
118
Email Newsletter Campaign Elements
1. Content Strategy
2. Frequency
3. Email lists
4. Email Newsletter Templates
5. Landing Pages
6. Measurement/Reporting
![Page 119: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/119.jpg)
119
Jedi List Synchronization
![Page 120: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/120.jpg)
120
The Heart of Online Communications
![Page 121: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/121.jpg)
121
Content Marketing & Social Networking
![Page 122: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/122.jpg)
122
Is Your Website a Vanity Press?
![Page 123: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/123.jpg)
123
Making Online News Scanable
![Page 124: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/124.jpg)
124
Young Americans Want Social Features
Pew Internet
![Page 125: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/125.jpg)
125
Main
Nav b
y T
op
icM
ain
Nav b
y T
op
icS
ub
Nav f
or
Med
ia
Su
b N
av f
or
Med
ia
Column 1Column 1 Column 2Column 2 Column 3Column 3 Column 4Column 4
Lead Story with Clickable Thumbnail
Lead Story with Clickable Thumbnail
Logical PathLogical Path
HeadlineHeadline
Thumbnails in IndexThumbnails in Index
Site SearchSite Search
Press InfoPress Info
SubscriptionsSubscriptions
Sub HeadlineSub HeadlinePrimary EmphasisPrimary Emphasis
Hot
Top
ics
Hot
Top
ics
Secondary EmphasisSecondary Emphasis
Online Newsroom Design
![Page 126: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/126.jpg)
126
Subscription Kiosk with RSS, Email and Sharing
Subscription Kiosk with RSS, Email and Sharing
The Subscription Kiosk should be used as a function element on every page within the online newsroom.
Subscription Kiosks
![Page 127: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/127.jpg)
127
Clickable RSS Text and IconClickable RSS Text and Icon
Step One – Visitor clicks the RSS text or icon.
Subscription Kiosks - RSS
![Page 128: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/128.jpg)
128
Category FeedCategory Feed
Sub Category FeedSub Category Feed
Sub Category FeedSub Category Feed
Generates Custom RSS Feed
Generates Custom RSS Feed
Help ScreenHelp Screen
Subscription Kiosks – Custom Feeds
![Page 129: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/129.jpg)
129
Step Three– Branded icons help visitors move their subscriptions into their RSS reader of choice, subscribe via browser or view a raw feed.
One Click Subscription to Google Reader or iGoogleOne Click Subscription to Google Reader or iGoogle
Subscribe via Internet Explorer or FirefoxSubscribe via Internet Explorer or Firefox
View Raw RSS FeedView Raw RSS Feed
Close OptionClose Option
Subscription Kiosks – One-Click Import
![Page 130: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/130.jpg)
130
Clickable Alerts Text and IconClickable Alerts Text and Icon
Step One – Visitor clicks the Alerts text or icon.
Subscription Kiosks – Email Alerts
![Page 131: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/131.jpg)
131
CAPTCHA Code function with audio accessibility for visually impaired visitors
CAPTCHA Code function with audio accessibility for visually impaired visitors
Subscriber enters email address
Subscriber enters email address
Confirmation messageConfirmation message
Subscription Kiosks – Email CAPTCHAs and Confirmations
![Page 132: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/132.jpg)
132
Step Three– Visitor clicks on an unique hyperlink sent to the registered email address from the newsroom’s domain.
Unique URLUnique URL
Email Sent from Online Newsroom Domain
Email Sent from Online Newsroom Domain
Subscription Kiosks – Email Authentication Links
![Page 133: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/133.jpg)
133
Subscription Kiosks – Email Category and Sub Categories
![Page 134: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/134.jpg)
134
Clickable Share Text and IconClickable Share Text and Icon
Step One – Visitor clicks the Share text or icon.
Subscription Kiosks - Sharing
![Page 135: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/135.jpg)
135
Clickable Share Text and IconClickable Share Text and Icon
Forward via EmailForward via Email
Format to PrintFormat to Print
Page Title, Website, Category, Publisher (Specific to General)
Page Title, Website, Category, Publisher (Specific to General)
Facebook CAPTCHAFacebook CAPTCHA
PermalinkPermalink
Subscription Kiosks – Sharing via Social Networks
![Page 136: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/136.jpg)
136
Optional Comments FieldOptional Comments Field
CAPTCHACAPTCHA
Recipient’s EmailRecipient’s Email
Subscription Kiosks – Sharing via Email
User CommentUser Comment
Page TitlePage Title URLURL
![Page 137: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/137.jpg)
137
Searches “Area of Expertise” field (manually entered)
Searches “Area of Expertise” field (manually entered)
Expert Database Search ResultsExpert Database Search Results
Paginated ResultsPaginated Results
Newsroom LinksNewsroom Links
Expert Detail PageExpert Detail Page
Sort By OptionSort By Option
Thumbnail ImageThumbnail Image
Experts Database
![Page 138: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/138.jpg)
138
Unfiltered News Source
![Page 139: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/139.jpg)
139
Black BoxBlack Box
Standard HomepageStandard
Homepage
Background Image
Background Image
No Background Image
No Background Image
Crisis FooterCrisis Footer
Standard FooterStandard Footer
Black Box HomepageBlack Box Homepage
Crisis Communications Template
![Page 140: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/140.jpg)
140
Online Crisis Communications – Demand Spike
![Page 141: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/141.jpg)
141
Social Distributed Problem Solving
![Page 142: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/142.jpg)
142
Blog Design
Source: Dickson Fong
![Page 143: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/143.jpg)
143
Anatomy of the Blog: Blogs and Blog Posts
Blog/Homepage
Blog Post
Blog Post
Blog Post
Homepage
Author/ Date
![Page 144: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/144.jpg)
144
Anatomy of the Blog: Permalinks
Permalink
![Page 145: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/145.jpg)
145
Anatomy of the Blog: Feeds, Site and Social Search
Blog Search
Social Search
Top Rated
RSS Feed
![Page 146: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/146.jpg)
146
Anatomy of the Blog: Hyperlinks
Hyperlink
Hyperlink
Hyperlink
![Page 147: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/147.jpg)
147
Anatomy of the Blog: Comments
![Page 148: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/148.jpg)
148
Anatomy of the Blog: Comment Moderation
Consider adding information about turn around time
![Page 149: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/149.jpg)
149
Anatomy of the Blog: Comment Moderation
Consider adding moderation policy hyperlink
![Page 150: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/150.jpg)
150
Anatomy of the Blog: Blog Rolls
Blog Roll
Blog Roll
Community Mapping Opportunity
Community Mapping Opportunity
![Page 151: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/151.jpg)
151
Anatomy of the Blog: Widgets
Widget
Widget
Widget
![Page 152: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/152.jpg)
152
Astroturfing
![Page 153: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/153.jpg)
153
Corporate Blogs
Source: Monsanto Blog
![Page 154: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/154.jpg)
154
Unfiltered Conversation
![Page 155: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/155.jpg)
155
Messaging through Sneeze Posts
Source: Monsanto Blog
![Page 156: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/156.jpg)
156
Origins of Blogging at DoD
![Page 157: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/157.jpg)
157
Blogger Relations: New Rules of Engagement
![Page 158: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/158.jpg)
158
Play Nice
![Page 159: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/159.jpg)
159
Submit your attention
![Page 160: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/160.jpg)
160
Participate
![Page 161: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/161.jpg)
161
Democratize
![Page 162: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/162.jpg)
162
Pseudo-Anonymity
![Page 163: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/163.jpg)
163
Cory Doctorow’s Blogger Relations Tips
• Have a link
• Have a permanent link
• Have a link for everything
• Avoid flash sites
• Avoid PDFs
• Make video downloadable and streamable
• Put your URL on your images
• Linking policies are ridiculous
• Specify credit and usage rights
• Send suggestions by the preferred means
![Page 164: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/164.jpg)
164
Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogs
![Page 165: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/165.jpg)
165
Case Study: Rock-Ola
![Page 166: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/166.jpg)
166
Case Study: Blog Storm
![Page 167: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/167.jpg)
167
Case Study: Blog Storm
![Page 168: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/168.jpg)
168
Case Study: Blog Storm
Lessons Learned
• Acknowledge immediately on website or blog
• Identify influential bloggers in advance
• Cultivate an inner circle of influential bloggers
![Page 169: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/169.jpg)
169
Open Tag - < >Close Tag - </ >
Anatomy of the Blog: RSS
![Page 170: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/170.jpg)
170
Online Media Monitoring
Leveraging RSS:
1. Web-based readers
2. Desktop-based readers
3. Email clients
![Page 171: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/171.jpg)
171
Demo: Social Media Monitoring Dashboard
![Page 172: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/172.jpg)
172
Demo: Search a Keyword in Google News
Locate the RSS Icon at the Bottom of the Google News Search Results
![Page 173: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/173.jpg)
173
Demo: Add the RSS Feed URL to Google Reader
![Page 174: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/174.jpg)
174
Live Demo: Add RSS feed to Google Reader
Clicking “Add a subscription” button opens field to insert URL of RSS Feed
![Page 175: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/175.jpg)
175
Demo: Add RSS feed to Google Reader
Google News Feed Loaded in Google Reader
![Page 176: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/176.jpg)
176
Demo: Monitor Blogs with RSS
Back to Google News more Blogs
![Page 177: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/177.jpg)
177
Demo: Convert Blog Search Results to RSS
Click the RSS option to subscribe to these search results in Google Reader
![Page 178: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/178.jpg)
178
Demo: Convert Blog Search Results to RSS
Copy the URL of the web page on which the RSS feed is displayed
![Page 179: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/179.jpg)
179
Demo: Enter RSS feed in Google Reader
Paste the Blog Search Results URL into the “Add a subscription” pop-up field
![Page 180: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/180.jpg)
180
Demo: News and Blog RSS Feeds in Google Reader
Google Blog Feed Loaded in Google Reader
![Page 181: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/181.jpg)
181
Demo: Monitoring Twitter
Convert Twitter Search Results to RSS
![Page 182: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/182.jpg)
182
Demo: Subscribe to a Twitter RSS Feed
Paste the Twitter Search Results RSS Feed URL into the “Add a subscription” pop-up field
![Page 183: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/183.jpg)
183
Demo: Subscribe to a Wikipedia Article
![Page 184: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/184.jpg)
184
Demo: Wikipedia RSS feed in Google Reader
Edits to the Wikipedia article appear in real time
Edits by Anonymous Users
![Page 185: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/185.jpg)
185
Demo: Monitoring Online Forums in Google Reader
Show Tools link in Menu Bar Opens RSS Option
![Page 186: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/186.jpg)
186
Demo: Monitoring Online Forums in Google Reader
Forums RSS Feed Loaded in Google Reader
Click “Manage subscriptions” link to put feeds into folders
![Page 187: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/187.jpg)
187
Demo: Managing Subscriptions in Google Reader
Select “Add to folder” “Cheonan”
![Page 188: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/188.jpg)
188
Demo: Managing Subscriptions in Google Reader
Select “Add to folder” “New folder”
![Page 189: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/189.jpg)
189
Demo: Cheonan Folder Added to Google Reader
![Page 190: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/190.jpg)
190
Demo: Sharing from Reader to Facebook & Twitter
![Page 191: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/191.jpg)
191
Demo: Sharing from Reader to Facebook & Twitter
![Page 192: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/192.jpg)
192
Demo: Sharing from Reader Twitter
![Page 193: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/193.jpg)
193
Demo: Coping with the Blind Spot
![Page 194: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/194.jpg)
194
Email Notifications
“Some 71% of internet users say they get news forwarded to them through email and automatic alerts and updates and 11% of cell phone owners have alerts sent to their phones via text or email.” Pew Internet
![Page 195: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/195.jpg)
195
Intro to Micro Blogging
Source: Current TV
![Page 196: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/196.jpg)
196
Twitter as a News Source
Source: Examiner.com
![Page 197: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/197.jpg)
197
Tweet as SOS
![Page 198: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/198.jpg)
198
No Other Media Does This:
TwitPic of Missing Girl
Trending Topic Selected
ReTweet Volume Over Time
Trending Topics Daily
Trending Keywords
![Page 199: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/199.jpg)
199
Or this:
![Page 200: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/200.jpg)
200
Anatomy of Twitter
Since the last browser refresh
Number of unused characters
The Tweets of everyone I’m following
Tweet Field
![Page 201: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/201.jpg)
201
Anatomy of Twitter: @replies, ReTweets & Trends
My @reply, in full view of othersWhere to find your @replies
Tweet directed to me, in full view of
others
Most popular terms on Twitter right now
Distribute this Tweet to my followers
![Page 202: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/202.jpg)
202
Science of Retweets
Source: Dan Zarella
![Page 203: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/203.jpg)
203
Hashtags.org
![Page 204: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/204.jpg)
204
Anatomy of Twitter: Direct Messages or DMs
Where I find my DMs
Private conversation between me and Steve
To minimize spam, I can only DM
someone following me
![Page 205: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/205.jpg)
205
Anatomy of Twitter: Favorites
Tweets I’ve Favorited
Where my Favorites are
![Page 206: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/206.jpg)
206
Anatomy of Twitter: Following
Lists
Options
Tweeters I’m Following
Expanded View Option
![Page 207: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/207.jpg)
207
Anatomy of Twitter: Followers
Followers I’m Following
Tweeters Following me
List View Option
Click “followers” to view everyone you’re following
![Page 208: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/208.jpg)
208
Anatomy of Twitter: Aesthetics
Where to change the look of your Twitter webpage
Choose a standard design
Upload a custom
background
Where to find your settings
![Page 209: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/209.jpg)
209
Popular Twitter Apps: Bit.ly Link Shortener
![Page 210: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/210.jpg)
210
Tweets via RSS
![Page 211: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/211.jpg)
211
Search.Twitter.com
![Page 212: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/212.jpg)
212
Search.Twitter.com
Geography
Where to find your settings
![Page 213: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/213.jpg)
213
Results are a Real Time Focus Group
• Larger sample size• Nonstop feedback• Always up to date• No margin of error
![Page 214: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/214.jpg)
214
Fake Twitter Account
![Page 215: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/215.jpg)
215
Official Twitter Account
![Page 216: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/216.jpg)
216
Assessing Who to Follow
What’s the following to followers ratio?
Check the Twitter User’s Favorites
![Page 217: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/217.jpg)
217
Assessing Who to Follow
User Attracts Follower by Following
![Page 218: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/218.jpg)
218
Assessing Who to Follow
Check for @replies
Ratio Indicates High Degree of Influence
![Page 219: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/219.jpg)
219
Twitter Client: TweetDeck
![Page 220: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/220.jpg)
220
Twitter Client: HootSuite
![Page 221: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/221.jpg)
221
Case Study: Crowd Sourcing Customer Service on Twitter
![Page 222: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/222.jpg)
222
Twitter: Value Proposition
finds what’s already happened
finds what’s happening now
![Page 223: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/223.jpg)
223
Twitter: Value Proposition
Immediate many-to-many communications
Information as social object
![Page 224: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/224.jpg)
224
“ 's smallness allowed more posts to go up more frequently. Likewise, it was faster and easier for people to respond, and thus the conversation moved faster and very often went further on Twitter than it did on standard blogs,"
Twitter: Value Proposition
Excerpted from Twitterville by Shel Israel
![Page 225: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/225.jpg)
225
Twitter ID & PasswordTwitter ID & Password
Updates in Reverse Chronological Order
Updates in Reverse Chronological Order
Twitpic LinkTwitpic Link
Twitpic Link & CaptionTwitpic Link & Caption
Emailed Image & Subject Headline Posted on Twitpic
Emailed Image & Subject Headline Posted on Twitpic
PSNH Twitter Strategy
![Page 226: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/226.jpg)
226
Relationship Between Off vs. On Network Resources
![Page 227: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/227.jpg)
227
Follow the Bread Crumbs
ReTweeting Fake Tweets
![Page 228: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/228.jpg)
228
PSNH Case Study: Process Detail
![Page 229: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/229.jpg)
229
Process Overview
Organizational Communications
Your WebsiteTwitter YouTube & Flickr
News Media PublicCustomer Service
![Page 230: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/230.jpg)
230
Social Media for Dads
![Page 231: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/231.jpg)
231
Social Media for Dads
![Page 232: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/232.jpg)
232
Series of Decisions
Brian Solis
![Page 233: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/233.jpg)
233
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook
linkedin.com/in/schwartzman Linkedin
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license.
http://creativecommons.org/licenses/by-nc-sa/3.0
![Page 234: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/234.jpg)
234
Law of Diminishing Returns
Source: Paper Cuts
![Page 235: Social Media Boot Camp at PACOM 2](https://reader038.vdocument.in/reader038/viewer/2022103114/55556df7b4c9058a5a8b4947/html5/thumbnails/235.jpg)
235
90 Million Photo Journalists
Source: Twitpic