Final Day :(

Thank you so much for being a part of "Intro to Social Networking" at BCIT. I hope you enjoyed your experience and learned a lot. I want to thank you for your understanding as it can be challenging to teach social media and digital communications to a diverse group such as ours.

As professionalism and attendance played a large role and everyone was present for almost every class and has completed each assignment and most of the final assignment I can conclude that everyone has passed this course!

I have created a survey for you on your way out and I would really appreciate it if your could take the time to fill it out and consider your answers. This survey is what I use to improve this class and deliver even more valuable learnings to the next group so your honesty is greatly appreciated. Oh yeah, it's anonymous if you want it to be. Thanks!

Monitoring Tools
I hate to introduce something new on the last class, but I see that I have yet to fulfill my course promise to "create a listening station from free tools to monitor online chatter about anything." Netvibes is one of the best free tools to do that with. So let's check it out before we close out the class with some applicable case studies and the top queries from the midway survey.

Publishing and distributing content
Publishing and distributing content is a simple and complex process. Publishing the content is the easy part. It's ensuring that the content is of interest and value to your target audience. Most of all ensuring thorough distribution will ensure success.

If you don't know who your target audience is yet that's ok, but you should have a number of ideas and ways to find them that you didn't have before this course. It all depends on what kinds of people you seek to 'serve' with your content. 

Evergreen content and a focus on it will help your content to stay fresh when possible.

Finding ideas for content is as easy as a few Google searches. Or answer a customer question or review an industry book or interview a thought leader in your industry or repeated questions in emails. These are all great ways for you to find new blog ideas. You can also look back at previous posts where there some more great links to posts about finding ideas for content.

Here are my 8 steps to publish and distribute your content:
  1. Establish and build social networks (Twitter, Facebook, LinkedIn + Flickr & YouTube).
  2. Write and develop your content. See above for ideas (have it checked by trusted peers).
  3. Stagger distribution of content across social networks.
  4. Search for related Nings, LinkedIn Answers and blogs to share your content and discuss
  5. See if there are other sites that will post your content - Guest Blog
  6. Search for offline publishing media to publish your content - Newsletters, local papers...
  7. Use your content on an ongoing basis to answer questions and provide insight
  8. Repeat from the top and build your base bigger!
Here is a business perspective: 10 steps to success with content marketing and SEO.

Content marketing is the key phrase around the publishing and promotion of content online. Getting the content out to as many interested parties as possible is what makes the difference. This can be done a few ways. One way is to create content related to things that are in demand. To find out what's in demand ask around and look around and poke around and use keyword search numbers from Google.

Making business connections

The key to making business connections through social networks is positive networking:
"Positive Networking is not all about you. It’s discovering what you can do for someone else. While there is a place for transactional networking, the majority of networking opportunities are not about closing a sale but opening a relationship. “People do business with people they know and trust.” 
Looking at your networking and connecting as how you can help, aid or benefit others is the key to creating a strong and enduring business or professional network. Making business connections online is all about avoiding what is traditionally called the selling process. Some people refer to this as relationship marketing. In Keith Ferrazzi's book "Never Eat Alone" he talks about how a business plan should also contain a relationship plan. Who are you going to need to connect with in the future as your business grows.

6 ways to make better business connections
  1. A few strong connections is often better than dozens of loose ones
  2. Don't meet for the first time with a selling motive
  3. Get your first meeting for advice, to exchange ideas or to learn more over coffee or skype
  4. You need people to Know --> Like --> Trust --> Buy you. Note: Buy comes last.
  5. Read books to enhance your soft skills and networking abilities (Never eat alone)
  6. Don't get stuck talking to a few people or people you know when networking
Analytics and metric analysis

The image below is the framework I use for measurement. For more complex and ROI focused metrics and analysis please refer to the Social Marketing Analytics presentation below the image. To see a presentation of the techniques I use refer to the bottom presentation. I generally like to start with the use of shortened and trackable links (, or in my posts to analyze their effectiveness. If no one is clicking your links it's time to build your base by connecting and assisting others.
This is a framework for tracking metrics throughout your internet properties

Social Marketing Analytics
View more presentations from Jeremiah Owyang.
Monitoring and measuring
View more presentations from Kemp Edmonds.
If you have anymore questions about metrics and analysis please contact me or get your Google on!

This week I thought we'd look at some case studies or examples of things that have worked in social media and networking to date for both individuals and businesses. Before I walk you through the examples that I've collected it would be great to take a few minutes and use your knowledge, Google or Mashable or any other resource to find one example of great social media use and one example of bad social media use. Please try to find new ones other than those already presented in class.

Case Studies & Examples
The Mashable Collection

150+ Social Media Policy Examples A MUST SEE DATABASE
All great social media is based on practical policy like Canada Posts:

Social Media Employee Policy

While we encourage you all to get involved, we also want to make sure that Canada Post is consistently represented across all platforms. The social media employee policy and the related practices outline some of the key concepts for using social media.
The employee policy sets out the foundation for how all Canada Post employees interact in social media. Keep these 10 principles in mind whether you are using social media for personal or for business reasons (more information can be found in the Employee Code of Conduct).


The guidelines contained within the Social Media Policy spell out employees’ responsibilities when using social media for professional purposes (including participation in discussion groups such as Life@work) and when participating in social media for personal use. They are consistent with best practices used across the Internet and reflect Canada Post’s values.
1. Be responsible.
You are personally responsible for the content you publish online through social media, and can be held liable for any commentary deemed to be defamatory, obscene, proprietary or libelous. Be aware that the content you publish is visible to the entire world and will remain public for a very long time. Protect your privacy.
2. Follow the rules.
Be aware of, and respect, the rules of participation governing the discussion groups and social networks within which you chose to participate. Remember that laws and company policies that apply in the “real” world also apply online.
3. Be transparent.
If you post material or discuss topics related to your work or to Canada Post, identify your relationship to Canada Post. Even if you take part in an anonymous discussion or use a nickname, disclose your connection to the topic at hand. Never pretend to be someone you are not.
4. Take ownership.
Clearly state that you are not speaking on behalf of Canada Post, unless you are expressly authorized to do so. Consider using a disclaimer such as: “This is my personal opinion, and does not necessarily represent the views of Canada Post.” (Although good practice, this does not exempt you from being held accountable for what you write.)
5. Respect your audience and colleagues.
Don’t engage in any conduct or use any language that would not be acceptable in the workplace. Protect the privacy of others and respect their opinions.
6. Add value.
When you express yourself in social media on issues related to, or about Canada Post, you contribute to the public perception of the Canada Post brand. Write about what you know, from your own perspective. Include links to relevant pages or, in the case of internal posts, Intrapost pages.
7. Protect the brand.
If you identify yourself as a Canada Post employee in an online social network, ensure your profile and related content is consistent with how you wish to present yourself with colleagues and clients.
8. Be accurate.
If you publish information about Canada Post, ensure the information is accurate and the source is clearly indicated. Be the first to correct your own mistakes, and do not alter previous posts without indicating that you have done so.
9. Do not reveal secrets.
Do not disclose confidential or proprietary information about the company, its clients, stakeholders or suppliers. Respect copyrights and ask permission before you cite a colleague, client, stakeholder or supplier. If you are not sure whether some information is OK to publish, ask your Manager/Team Leader.
10. Do not forget your day job.
You are encouraged to use social media during your leisure time. Make sure your online activities do not interfere with your job or commitments to customers. Check with your Manager/Team Leader if you are not sure about the appropriateness of publishing during work hours.

One last dose of HootSuite is in order for the end of this class. Let's go through and try a few things out:

  1. Shorten a link and share it
  2. Schedule a post to Twitter
  3. Schedule a post to LinkedIn
  4. Schedule a post to Facebook
  5. Schedule a post with a photo to Facebook & Twitter
  6. Create a Twitter search for a competitor (imagined or otherwise)
  7. Create a Facebook search for something that interests you
  8. Create a LinkedIn search for keywords around the job you want
OR we can look at Google Plus...

Job Finding & Getting Hired

Thanks again for your participation and enthusiasm! Don't forget my 3 steps to turn your blogger blog into a website!

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