LinkedIn How-to

12 Aug 2013

Mike Ellsworth B2B, Enterprise Social Media, LinkedIn How-to, Social Computing, Social Media, Social Media Strategy, Social Selling beginner, enterprise social media, relationship, social computing, social media, social networking

SMPG Social Media Hall of Shame

The Social Media Performance Group has maintained our Social Media Hall of Shame for a few years now. Well, maintained is perhaps an overly strong word for “Posted every once in a while.”

We’ve got a huge backlog of mishaps, mistakes, blunders, and bombast to get to, and, well, if the past is prologue, then it will take us a while to catch up.

So here’s the HOS as of Q3 of 2011. (We said we needed to catch up!) We’ll post new material soon, but we just couldn’t wait because there are some doozeys in the new entries. So enjoy – and learn!
More

5 Jul 2013

SMPG Enterprise Social Operating Manual – Best of the Pundits

In our previous post, SMPG Enterprise Social Operating Manual – Acknowledgements, we mentioned those nice folks who helped us finish and publish our book, Be a Person – The Social Operating Manual for Enterprises – (Paper:bit.ly/BeAPersonEFull – 430 pages) on this blog. In this post, we publish our list of the best social media pundits.

Some rights reserved by Tobyotter

Resources

“Social media is like teen sex.
Everybody wants to do it. Nobody knows how.
When it’s finally done there is surprise it’s not better.”

Avinash Kaushik, Google

We offer this list of resources for quick reference. Like all things on the Web, their location and relevance my change by the time you read this so please remember, Google is your friend. If you want to locate a reference whose link no longer works, try Googling it. And Google anything else you have questions on. The Web abounds with advice, not all of it good, so be careful out there!

The Best of the Best Pundits

These people inspired much of the thinking in this book. They really know their stuff.

Pundit	Link	Pundit	Link
Abbey Klaassen	bit.ly/iDi1ym	Jeremiah Owyang	bit.ly/9aszgM
Adam Christensen	bit.ly/cglyfw	Jesse James Garrett	bit.ly/mp1JQz
Alia McKee	bit.ly/kYpBH1	Jim Cashel	bit.ly/koQWV7
Amber Naslund	bit.ly/aI4Ne6	Joseph Thornley	bit.ly/kNL55p
Amy Sample Ward	bit.ly/jpjLMz	Josh Bernoff	bit.ly/a3ndiq
Andrew Eklund	bit.ly/ldTjCT	Katie Paine	bit.ly/982jqM
Ann Michael	bit.ly/lA2cPq	Katya Andresen	bit.ly/kPLKaq
Avinash Kaushik	bit.ly/m92tZI	Ken Burbary	bit.ly/cTb6X9
Barry Judge	bit.ly/b6H0hY	Kirsten Stanford	bit.ly/l004E5
Beth Kanter	bit.ly/dmp97X	Lawrence Liu	bit.ly/magnW8
Bob Pearson	bit.ly/lavCIq	Lee Odden	bit.ly/cQNLKG
Brian Halligan	bit.ly/iNm4wd	Lisa Barone	bit.ly/ivVfWU
Brian Haven	bit.ly/jgBNhH	Lynn Rogers	bit.ly/jVhxQH
Brian Solis	bit.ly/d8JMJb	Manish Mehta	huff.to/iNnIlg
Catie Foertsch	bit.ly/iGibLi	Marcel LeBrun	bit.ly/kuME9S
Charlene Li	bit.ly/bV80w5	Mark Rovner	bit.ly/kdu6Ha
Chip and Dan Heath	bit.ly/msAtpQ	Matt McKeon	bit.ly/imc4Kl
Chris Brogan	bit.ly/cXHzNA	Michael Gray	bit.ly/lLRdc1
Chris Lake	bit.ly/iyJE8P	Mike Valentino	bit.ly/kS0r5K
Chris Levkulich		Neal Schaffer	bit.ly/9GtQT4
Clay Shirky	bit.ly/dy9p2j	P.J. Fusco	bit.ly/llxPXK
Constantin Basturea	bit.ly/lWeh7z	Paul Dunay	bit.ly/m5XG9o
Dan Schwable	bit.ly/d3Zuyt	Peter Merholz	bit.ly/iJiHiV
Darren Rowse	bit.ly/dghN9I	Qui Diaz	bit.ly/iIjyaL
David Bohm	bit.ly/b1uCPT	Rachel Happe	bit.ly/blJkdb
David Meerman Scott	bit.ly/lXQGyQ	Richard Seel	bit.ly/kieLSq
David Mothersbaugh	bit.ly/jgSURm	Rick Mahn	bit.ly/aXmSdw
Deb Schultz	bit.ly/ly4iVS	Robert Scoble	scoble.it/9NMNyh
Debajyoti Banerjee	bit.ly/le6OQI	Robin Good	bit.ly/izAtKE
Debra Murphy	bit.ly/lmRO8b	Rohit Bhargava	bit.ly/mlqv0n
Del Hawkins	bit.ly/jMgaHd	Ron Shulkin	bit.ly/jHXgAh
Dharmesh Shah	bit.ly/kSjkwc	Ryan Spoon	bit.ly/kqIXAY
Dr. Ivan Misner	bit.ly/lSSPml	Seth Godin	bit.ly/bdDjWc
Dr. Ralph F. Wilson	bit.ly/ky6awp	Shel Israel	bit.ly/bgr9cM
Ed Keller	amzn.to/kOokqs	Skellie of skelliewag	bit.ly/lWxM3M
Erik Qualman	bit.ly/klLyTu	Tamara Adlin	bit.ly/lKSq2x
Geoff Livingston	bit.ly/lI0bXI	The Cluetrain Team	bit.ly/9jGP3T
Guy Kawasaki	bit.ly/aUJB5m	Tia Fisher	bit.ly/mkbdjR
Howard Rheingold	bit.ly/ktMJRE	Tim Jackson	bit.ly/jF5XsJ
Jake McKee	bit.ly/ioZT9P	Tim Nash	bit.ly/jJhhip
Janet Fouts	bit.ly/mqKfDZ	Vinod Kumar	bit.ly/jDYba0
Jared Schwartz	bit.ly/m3jpSw
Jason Falls	bit.ly/kuWUYT
Jennifer Johnston Canfield	bit.ly/jVRMfk

Over the past two years, we’ve given you everything you need to build your social presence online — Fast! If you’ve enjoyed reading our book bit by bit on our blog, you may enjoy our lovely parting gifts:

A free PDF of the entire Be a Person – The Social Operating Manual for Enterprises book as published
A free PDF of our exclusive checklist, The Social Media Performance Group Community Building Checklist™

When we are finished posting the resource lists and acknowledgements for the book, we’ll post these party favors on our community site (see URL below). Unfortunately, joining the community is not free – it costs a whole US dollar. This is because we had lots of spammers joining and having even a tiny fee keeps out the link harvesters.

So watch this blog for the announcement that the book and checklist are ready on our community. Of course, you may want to join right away anyway, just to be sure . . .

We’d like to hear from you, not only about what you think of our advice, but what you learn as you create your own social media practice. You can contribute by commenting on the Social Media Performance Group’s community Website at:

community.SocialMediaPerformanceGroup.com

SMPG Enterprise Social Operating Manual – Best of the Pundits is the 174th in a series of excerpts from our book, Be a Person: the Social Operating Manual for Enterprises (itself part of a series for different audiences). We’ve been doing this since 2011 and we’re just about done. If you’d like to see our entire exclusive community building checklist, once we’re done, it will be available on our Website at community.socialmediaperformancegroup.com. Luckily, if you’re impatient, the book is available in paper form at bit.ly/OrderBeAPerson and you can save $5 using Coupon Code 6WXG8ABP2

Get our new book, The Infinite Pipeline: How to Master Social Media for Business-to-Business Sales Success online here. You can save $5 using Coupon Code 62YTRFCV

What Others Are Saying

“Infinite Pipeline offers practical advice for using social media to extend relationship selling online. It’s a great way to get crazy-busy prospects to pay attention.”
—Jill Konrath, author of SNAP Selling and Selling to Big Companies

“Sales is all about relationships and trust. Infinite Pipeline is the ‘how to’ guide for maximizing social networks to find and build relationships, and generate trust in our digital age.”
—Sam Richter, best-selling author, Take the Cold Out of Cold Calling (2012 Sales book of the year)

“Infinite Pipeline will be the authority on building lasting relationships through online social that result in bottom line business.”
—Lori Ruff, The LinkedIn Diva, Speaker/Author and CEO of Integrated Alliances

3 Jul 2013

SMPG Enterprise Social Operating Manual – Acknowledgements

In our previous post, SMPG Enterprise Social Operating Manual – Complete, we concluded publishing the contents of our book, Be a Person – The Social Operating Manual for Enterprises – (Paper:bit.ly/BeAPersonEFull – 430 pages) on this blog. It took almost two years, and below are some of the people who helped make it happen.

Some rights reserved by woodleywonderworks

Acknowledgements

The editing and finishing of Be a Person – The Social Operating Manual for Enterprises was an exercise in crowdsourcing. We are grateful for the assistance of the following reviewers, many of whom responded to our LinkedIn Question, who substantially improved this edition as well as the other editions of Be a Person:

Laura Bellinger — marketing communications producer and social media coordinator at Care USA. Laura launched CARE’s social media and previously worked for CARE as a press officer. linkd.in/eT2qZH

Kari Carlisle — writer, archaeologist, museum curator for Fremont Indian State Park and Museum in central Utah where she cares for more than 150,000 artifacts; manages the park’s archaeological sites, exhibits, educational programs, and special events; serves on the board of the Utah Museums Association; and chairs the committee for Richfield, Utah’s annual Natural Resource Festival.
linkd.in/eLZ52m

Robin Cheung — principal at Cloud 5 Nines.ca. Robin has been a pithy onliner ever since he was first introduced to it in 1987, he holds an MBA from McMaster University (Hamilton); showing his confidence in the future of the Internet, he is currently pursuing his PhD in Applied Management and Decision Sciences (Finance) from Walden University and maintains a business research and education blog at robincheung.ca/.
linkd.in/hMhCFt

Barry Doctor — Product Marketing Manager at Katun Corporation. linkd.in/hVvkWo

Deb Ellsworth — creator of the Empathy Symbol, author of the novel, Earth Portal, and co-author of Your Amazing Preschooler.
empathysymbol.com

Rob Etten — Vice President at The North Highland Company, Rob has experience with Ernst & Young’s Management Consulting practice, Price Waterhouse, and Andersen Consulting (now Accenture). His areas of expertise include strategic planning, portfolio management, PMO startup, business process reengineering and merger/acquisition integration. linkd.in/hE3sV4

Roger Hamm — an experienced retail / CPG IT professional with expertise in Project Management, Implementation, Product Design and Principal at Viking Business Intelligence Services. linkd.in/hSKXmj

Dave Harkins — has helped lead change for nearly 25 years. His background includes extensive experience in marketing strategy, database marketing and direct response, branding, licensing and trademark management, marketing technology, and business development. He’s served as VP, Strategic Services at the Jackson Group/Total Response, Managing Partner of Taylor-Harkins Group, Executive VP at Colman Brohan Davis, Chief Marketing Officer and VP, Customer Care at Geneer and VP, Marketing and Product Development at Nykamp Consulting Group. bit.ly/mi2dxo

Julie Kendrick — a features writer with a background in Web content development, magazine profiles and marketing communications. She is a contributing writer for minneapolispicks.com, alumni publications including Reach (U of MN alumni magazine) and Teton Thunder (Williston State College) and under contract to provide content and communications for Syngenta, a $12 billion global agricultural company. linkd.in/ifveBu

Trevor Lobel — project manager at Oswald Brothers. Trevor is a seasoned project and change manager experienced in software implementations for non-profit organizations and NGOs. linkd.in/fzdZxc

Tom Menke — a knowledge management professional known for his ability to leverage technologies, improve business processes, and work with people to improve staff collaboration and client communications to foster the sharing of knowledge and best practices. Tom was formerly Director of Knowledge Management at The Nielsen Company. linkd.in/fkb0Yu

Kathy Pettiss — science educator, consultant at Chester County (PA) Intermediate Unit and volunteer StarLab educator at Great Valley School District. linkd.in/efEkQc

Paul Phillips — Vice President of Operations at ACORN Research, LLC. Paul serves on the board of the non-profit, HopeWorks
(www.whyhopeworks.org) and is a published author. linkd.in/gSl9vl

Frances Ponick — principal at Ponick Enterprises. Frances specializes in writing, manuscript evaluation, book doctoring, and training book coaches. Frances has more than 30 years’ experience in technical, business, marketing, proposal, and other nonfiction writing, editing, and publishing and has received awards for technical writing, journalism, and formal poetry. Frances worked at a nonprofit for ten years, and has taken graduate coursework on social marketing. www.franponick.com linkd.in/gfTCaj

ShaRon Rea — board member at the Harp Foundation and Hope Village Arizona. ShaRon is passionate about building strong community relationships. She is a motivator who believes in possibilities! linkd.in/hTXhqz

Mark Rieger — Vice President, Channel Marketing Evangelist for ChannelLine, which helps Technology Companies increase sales through a combination of consulting, research and the industry’s only Pay For Performance demand generation program. linkd.in/gvkjM5

Alex Rodriguez — marketing director of Baywood Learning Center, a non-profit specializing in the education of gifted children. His many years working at and consulting with non-profits also include working at Trust for Public Land returning and reserving lands and parks for the public and Web consulting for non-profit Cacep. linkd.in/fXnvHO

Kathy Rose — a market research, shopper insights, consumer insights professional and principal of Rose Research for Results. linkd.in/gn61OB

Anthony Sansone — Senior Technical Editor at EMC Corporation. linkd.in/iku6vH

Leanne Storch — Associate Vice President, Pulmonary Fibrosis Foundation. Leanne brings organizational skills and a great empathy to the patients and families who call for support. linkd.in/eLACSO

A free PDF of the entire Be a Person – The Social Operating Manual for Enterprises book as published
A free PDF of our exclusive checklist, The Social Media Performance Group Community Building Checklist™

So watch this blog for the announcement that the book and checklist are ready on our community. Of course, you may want to join right away anyway, just to be sure . . .

We’d like to hear from you, not only about what you think of our advice, but what you learn as you create your own social media practice. You can contribute by commenting on the Social Media Performance Group’s community Website at:

community.SocialMediaPerformanceGroup.com

Up next: SMPG Enterprise Social Operating Manual – Best of the Pundits

SMPG Enterprise Social Operating Manual – Acknowledgements is the 174th in a series of excerpts from our book, Be a Person: the Social Operating Manual for Enterprises (itself part of a series for different audiences). We’ve been doing this since 2011 and we’re just about done. If you’d like to see our entire exclusive community building checklist, once we’re done, it will be available on our Website at community.socialmediaperformancegroup.com. Luckily, if you’re impatient, the book is available in paper form at bit.ly/OrderBeAPerson and you can save $5 using Coupon Code 6WXG8ABP2

Get our new book, The Infinite Pipeline: How to Master Social Media for Business-to-Business Sales Success online here. You can save $5 using Coupon Code 62YTRFCV

What Others Are Saying

1 Jul 2013

SMPG Enterprise Social Operating Manual – Complete

In our previous post, Community Building What NOT to Do, we concluded our exclusive checklist, The Social Media Performance Group Community Building Checklist™. And this is the last post of the contents of our book, Be a Person – The Social Operating Manual for Enterprises – (Paper:bit.ly/BeAPersonEFull – 430 pages.)

We started posting the contents of the book almost two years ago, on August 8, 2011, with the post What is Social Media? We’ve now posted all 430 pages of the book on this blog!

But wait! There’s more!

Some rights reserved by The Daring Librarian

Afterword

“It’s only when technology gets boring —
that’s to say, part of the routine for the majority,
not just the Geekosphere —
that it becomes interesting.”

Clay Shirky

A free PDF of the entire Be a Person – The Social Operating Manual for Enterprises book as published
A free PDF of our exclusive checklist, The Social Media Performance Group Community Building Checklist™

So watch this blog for the announcement that the book and checklist are ready on our community. Of course, you may want to join right away anyway, just to be sure . . .

Keeping Pace

Because social media is so fast-moving, lots of the details in the book have become obsolete. We’ve updated the material over the last two years as we’ve posted it, and you can look for the second edition of The Social Operating Manual for Enterprises to be published in the next few months.

While the details may change, the overarching concepts, we feel, will survive. The sites may change; new capabilities may emerge; and certainly some new bright shiny thing (Pinterest, Instagram) will unseat the current 1 billion-pound social media gorillas (we’re looking at you, Facebook!)

But people don’t change — basically — over the eons. Aristotle’s two driving human attributes — pity and fear — remain alive in reality shows and gawker Websites, and the ways we relate to each other are as old as the hills.

We hope we’ve made some sense of this onrushing phenomenon, and we flatter ourselves to hope our advice will remain relevant no matter how social computing evolves.

We’d like to hear from you, not only about what you think of our advice, but what you learn as you create your own social media practice. You can contribute by commenting on the Social Media Performance Group’s Website at:

community.SocialMediaPerformanceGroup.com

In the posts that follow, we collect lots of pointers to other thinkers and advisors whom we respect, whom we relied upon to create this book, and whom we recommend to you for guidance and inspiration. They are the giants upon whose shoulders we stand.[1]

Be careful out there and remember, Don’t Panic!

Up next: SMPG Enterprise Social Operating Manual – Acknowledgements

[1] No, this isn’t an Oasis reference, but rather Newton: bit.ly/bItOQI

SMPG Enterprise Social Operating Manual – Complete is the 172nd in a series of excerpts from our book, Be a Person: the Social Operating Manual for Enterprises (itself part of a series for different audiences). We’ve been doing this since 2011 and we’re just about done. If you’d like to see our entire exclusive community building checklist, once we’re done, it will be available on our Website at community.socialmediaperformancegroup.com. Luckily, if you’re impatient, the book is available in paper form at bit.ly/OrderBeAPerson and you can save $5 using Coupon Code 6WXG8ABP2

Get our new book, The Infinite Pipeline: How to Master Social Media for Business-to-Business Sales Success online here. You can save $5 using Coupon Code 62YTRFCV

What Others Are Saying

Community Building What NOT to Do – SMPG Community Building Checklist

28 Jun 2013

Mike Ellsworth Enterprise Social Media, LinkedIn How-to, Social Computing, Social Media, Social Media Strategy beginner, enterprise social media, relationship, social computing, social media, social networking

Community Building What NOT to Do – SMPG Community Building Checklist

In our previous post, Converting Visitors to Members, we discussed how to turn a casual visitor into a community member, a part of our community building checklist.

In this post, we continue posting our exclusive checklist that you can use to execute your project for building your community – The Social Media Performance Group Community Building Checklist™. We discuss what you shouldn’t do when building community.

Some rights reserved by Eoghan OLionnain

Community Building What NOT to Do

Ignore your community
- You can do more harm than good
- People expect response, communication, relationship
Fail to promote interactions
- Community may need some help connecting
- It’s your job to see they get talking
Rule with an iron hand
- Your goal is to be involved no more and no less than required
- Let the community guide itself as much as possible
Betray their trust
- Obey your own ground rules
- Enlist community when taking potentially unpopular actions such as banning someone
Overextend
- Don’t take on more communities, or other social computing activities, than you can handle
- Your community wants your attention
Abandon your community manager
- Ensure leadership’s support for the role and the person
- Understand the cost of managing the community and budget for it

If you’ve worked you way through this checklist, you’re ready to go. You may not want to take all the advice contained in this checklist or this book, but be sure you’ve considered it so you are making informed choices about social media.

Next up: SMPG Enterprise Social Operating Manual – Complete

Community Building What NOT to Do is the 171st in a series of excerpts from our book, Be a Person: the Social Operating Manual for Enterprises (itself part of a series for different audiences). We’ve been doing this since 2011 and we’re just about done. If you’d like to see our entire exclusive community building checklist, once we’re done, it will be available on our Website at community.socialmediaperformancegroup.com. Luckily, if you’re impatient, the book is available in paper form at bit.ly/OrderBeAPerson and you can save $5 using Coupon Code 6WXG8ABP2

Get our new book, The Infinite Pipeline: How to Master Social Media for Business-to-Business Sales Success online here. You can save $5 using Coupon Code 62YTRFCV

What Others Are Saying

26 Jun 2013

Converting Visitors to Members – SMPG Community Building Checklist

In our previous post, Attracting Community Members, we discussed how to draw new members to your community, a part of our community building checklist.

Some rights reserved by Scott Smith (SRisonS)

Converting Visitors to Members

Major requirement: A really good home page
State the need you meet
Invite visitors to join your community
List some of the benefits of membership
Test various alternatives (see the Optimizing for Google post for more on this)
Measure
- Set quantifiable targets and track progress
- Use the techniques we’ve discussed in the Measure Results post
- Schedule reviews of metrics by your management at least quarterly

Next up: Community Building What NOT to Do

Converting Visitors to Members is the 170th in a series of excerpts from our book, Be a Person: the Social Operating Manual for Enterprises (itself part of a series for different audiences). We’ve been doing this since 2011 and we’re just past page 414. At this rate it’ll still be a while before we get through all 430 pages, but luckily, if you’re impatient, the book is available in paper form at bit.ly/OrderBeAPerson and you can save $5 using Coupon Code 6WXG8ABP2

Get our new book, The Infinite Pipeline: How to Master Social Media for Business-to-Business Sales Success online here. You can save $5 using Coupon Code 62YTRFCV

What Others Are Saying

24 Jun 2013

Attracting Community Members – SMPG Community Building Checklist

In our previous post, Manage Your Community, we discussed how to manage your initial content, a part of our community building checklist.

Some rights reserved by duncan

Attracting Community Members

Organic
- People find you through Google because your site is Search Engine Optimized for relevant search terms
Referral
- Get lots of other highly-ranked sites to link to yours
- Use the Facebook Like button
- Can use paid links but only as a last resort
- Pay-Per-Click (PPC)
- Email
- You probably already have an email subscription list; use it to promote the community
Create newsletter articles that draw users to your Website for more info, or the rest of the article
- Put newsletter subscription widget on all your Webpages
Personal referrals
- Run campaigns for current members to invite friends
- Cultivate evangelists to blog, tweet, Facebook about you
- Get your executives and even your board involved
Promote the community at your live events
Hold Tweetups[1] — real-world events where everyone tweets
Give everyone the tools to refer, and connect
- Ask members to put your badge on their sites
- Create lists of suggested tweets and topics
- Encourage members to post pictures to enhance connection
- Encourage members to put a community link in their signatures
Run games or contests to encourage lurkers to post

Next up: Converting Visitors to Members

Attracting Community Members is the 169th in a series of excerpts from our book, Be a Person: the Social Operating Manual for Enterprises (itself part of a series for different audiences). We’ve been doing this since 2011 and we’re just past page 413. At this rate it’ll still be a while before we get through all 430 pages, but luckily, if you’re impatient, the book is available in paper form at bit.ly/OrderBeAPerson and you can save $5 using Coupon Code 6WXG8ABP2

Get our new book, The Infinite Pipeline: How to Master Social Media for Business-to-Business Sales Success online here. You can save $5 using Coupon Code 62YTRFCV

What Others Are Saying

[1] Tweetups: bit.ly/cido0V

21 Jun 2013

Manage Your Community – SMPG Community Building Checklist

In our previous post, Create Initial Content for Your Community, we discussed how to adapt your policies to your ever changing community, a part of our community building checklist.

Some rights reserved by C_Knaus

Manage Your Community

Read the community management experts’ blogs:
- Amber Naslund’s Brass Tack Thinking[1]
- Connie Bensen’s Community Strategist[2]
- Tom Humbarger’s Social Media Musings[3]
- Heather Stout’s Social Media Building Blocks, in particular her series “Community Implementation Strategic Plan”[4]
- Mike Pascucci’s Online Moderation & Management Musings[5]
- Ken Burbery’s Web Business[6]
Assign a community manager to:
- Review all activity
- Answer questions
- Stimulate conversation and connection
- Approve posts (if required)
- Manage the growth
  - If community grows too fast, members may lose sense of connection
  - If commentary gets too noisy, or too fractious, members may disengage
Be responsive
- The community will expect you to respond to issues they bring up
- Moderators should participate in the community
- Use moderation lightly
- Remember, it’s the members’ community
Encourage self-policing
Allow off-topic posting — they’re still engaged!
Model the behavior you’d like to see
Contact rogue members privately; Confronting publicly may be counterproductive
Ensure everyone knows the troll policy and other community policies

Next up: Attracting Community Members

Manage Your Community is the 168th in a series of excerpts from our book, Be a Person: the Social Operating Manual for Enterprises (itself part of a series for different audiences). We’ve been doing this since 2011 and we’re just past page 412. At this rate it’ll still be a while before we get through all 430 pages, but luckily, if you’re impatient, the book is available in paper form at bit.ly/OrderBeAPerson and you can save $5 using Coupon Code 6WXG8ABP2

Get our new book, The Infinite Pipeline: How to Master Social Media for Business-to-Business Sales Success online here. You can save $5 using Coupon Code 62YTRFCV

What Others Are Saying

[1] Amber Naslund’s Brass Tack Thinking: bit.ly/aI4Ne6

[2] Connie Bensen’s Community Strategist: http://bit.ly/cdX83j

[3] Tom Humbarger’s Social Media Musings: bit.ly/bNWsZz

[4] Heather Stout’s Social Media Building Blocks: bit.ly/dxDWY0 and bit.ly/aemsl0

[5] Mike Pascucci’s Online Moderation & Management Musings: bit.ly/9VbRJx

[6] Ken Burbery’s Web Business: bit.ly/cTb6X9

19 Jun 2013

Create Initial Content for Your Community – SMPG Community Building Checklist

In our previous post, Create Your Community Policies, we discussed how to design your community policies, a part of our community building checklist.

Some rights reserved by duncan

Create Initial Content

Set the stage by designing various forums around key issues of interest
Seed each forum with starter questions
Have a forum for newbies called “Introduce Yourself”
Have a forum called “What <product> Means to Me”
Test with a few volunteers, and get the discussions started
Invite community influencers
Be careful to not look artificial or staged
Gradually widen the discussion
Initial testers invite their friends

Launch

Get enough volunteers to staff the site for initial phase
Blitz all your online and offline contacts
Create a media package to distribute if you get press interest
Target a soft launch to work out bugs and test engagement. A soft launch is where you go live, but don’t do publicity, and only invite a small group to participate.
Launch early in the week, early in the morning
- Tuesday or Thursday are high traffic days on the Web
Ensure the initial page tells your story, and includes pictures of your team / clients
Include a survey or quiz
Ensure that your site has Facebook “Like” and other social media badges so your members can spread the word
Give something away
Reward people for creating a complete profile
- Perhaps just a white paper or other downloadable content
Create an offline launch party and invite your board, clients, supporters
Video the unveiling of the new site and post on YouTube
Create an online event within the first two weeks
Plan major new content within the first month

Next up: Manage Your Initial Content

Create Initial Content for Your Communityis the 167th in a series of excerpts from our book, Be a Person: the Social Operating Manual for Enterprises (itself part of a series for different audiences). We’ve been doing this since 2011 and we’re just past page 411. At this rate it’ll still be a while before we get through all 430 pages, but luckily, if you’re impatient, the book is available in paper form at bit.ly/OrderBeAPerson and you can save $5 using Coupon Code 6WXG8ABP2

Get our new book, The Infinite Pipeline: How to Master Social Media for Business-to-Business Sales Success online here. You can save $5 using Coupon Code 62YTRFCV

What Others Are Saying

17 Jun 2013

Create Your Community Policies – SMPG Community Building Checklist

In our previous post, Design Your Presence, we discussed how to architect your presence in your community, a part of our community building checklist.

Some rights reserved by ickypic

Create Your Policies

As part of your social media strategy, consider what policies should govern your enterprise’s social computing use

Establish, in writing, best practices and procedures
Ensure staff is on message
Empower staff to be proactive and participative
Position community as means to engage, not a distraction
Create Rules of Engagement
- What to do with negative content
- What to do with negative members (more later)
- What to do with staff that blabs
- Study how the US Air Force deals with various types of community members, in the next figure

Figure 1 — Air Force Web Posting Assessment Flowchart[1]

Decide whether to hold employees and other community members personally responsible for content they publish
Decide how staff should Identify themselves in posts
Decide if staff members who post elsewhere should add a disclaimer to their posts: “The postings on this site are my own and don’t necessarily represent [Organization’s] positions, strategies or opinions.”
Encourage all members to respect copyright, fair use and financial disclosure laws and set penalties for non-compliance
Confidentiality: Decide whether to prohibit citing or referencing clients, partners or suppliers without their approval
Create a linkback policy for material reposted from other sources
Create a prohibited language policy restricting hate speech, ethnic slurs, personal insults, obscenity
If you are regulated, ensure all employees understand what can and cannot be said online
- Understand the legal ramifications of creating a public record or a public meeting by discussing topics online
- User-Generated Content (UGC) may need to comply with policy, copyright, trademark
- May need to treat information as part of records subject to retention policies
Be careful out there: Some laws may restrict your ability to censor employees online:
- Political Opinions
- Whistleblowing
- Reporting on Your Work for the Government
- Legal Off-Duty Activities
- Reporting Outside Social Media Site Memberships
- Set Guidelines for At-Work Social Media Use
Review the following policies for ideas for your social media policy:[2]
- H&R Block’s Response Process — slidesha.re/q6agAL
- IBM Social Computing Guidelines — ibm.co/bNJl7V
- Nordstrom — bit.ly/oPbXPa
- SAP Social Media Participation Guidelines — scr.bi/pFxUJL
- Thomson Reuters — bit.ly/oLaWbe
- Walmart’s Twitter External Discussion Guidelines — bit.ly/nnKcU5
- Wells Fargo Blogs and Social Media — bit.ly/pp5bqs

Evolve Your Policies

Once the community is up and running, theory meets community practice, and you may need to evolve your rules

Establish periodic policy reviews
Involve your community in reviews
Set the stage by designing various forums around key issues of interest
Seed each forum with starter questions
Have a forum for newbies called “Introduce Yourself”
Have a forum called “What <product> Means to Me”

Next up: Create Initial Content for Your Community

Create Your Community Policies is the 166th in a series of excerpts from our book, Be a Person: the Social Operating Manual for Enterprises (itself part of a series for different audiences). We’ve been doing this since 2011 and we’re just past page 407. At this rate it’ll still be a while before we get through all 430 pages, but luckily, if you’re impatient, the book is available in paper form at bit.ly/OrderBeAPerson and you can save $5 using Coupon Code 6WXG8ABP2

Get our new book, The Infinite Pipeline: How to Master Social Media for Business-to-Business Sales Success online here. You can save $5 using Coupon Code 62YTRFCV

What Others Are Saying

[1] Air Force Web Posting Assessment Flowchart v.2 (PDF): bit.ly/dvdtGS

[2] See SocialMedia.biz for a great list of social media usage policies: bit.ly/cyou3a

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