STC-Montreal’s President, Everett Larsen gave the following presentation on the professional uses of social media at the American Medial Writers Association Open Forum, held January 28 of this year.

In it, he talks about the importance of developing an integrated approach to social media and outlines effective strategies for using three major social media channels: LinkedIn, Facebook and Twitter.

If you have a comment or suggestion, please share it by posting it in the section below this article.

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Successful Social Media Programs

What are your  thoughts on developing and maintaining a successful social media program? A few thoughts to open up our discussion:

1. Social media are just tools that may not even be relevant to your targeted market. Social media are NOT an end unto themselves, not matter how compelling they may be.

2. If you do use social media, integrate them with each other and with your marketing program. If you’re a captive employee, a first step is to work with company management to develop a social media policy and terms of use.

3. Don’t worry about your privacy. Assume there is no privacy, and always keep that in mind when you post. Your postings are instantly open to the world’s public, AND once posted they are searchable across the Web for ever.

4. Social media can be great for increasing your visibility, enhancing your credibility and generating leads. However, you still need to sell that service or product you are selling.

LinkedIn

This environment looks complicated at first, but there are three (3) key elements to LinkedIn:  your profile, your network, and your groups.

Profile

1. Your LinkedIn profile essentially serves as your resume to viewers. Like written resumes, it should be concise. Focus on accomplishments. Streamline your content for easy scanning.

2. Make sure you include links to your Website, blog and Twitter account.

3. Use active tools like SlideShare to post new presentations and materials that demonstrate your expertise. When you post new content, be sure to inform your network.

4. Recommendations are critical, but make them relevant to the work experience, and what you want people to know about you. It’s about  quality of the recommendations, not  quantity. When asked to provide a recommendation, be sure your own writing is of high quality.

Network

1. Your network can be a solid source of new business. See if anybody in your network is connected to people at organizations you have targeted. Then ask the person in your network to facilitate an introduction (or at least get their permission to use their name when making contact). Be generous with your networking knowledge, and be sure to provide constructive referrals when asked. What goes around comes around!

2. Be selective when adding people to your network. Make sure you add people you know, and who know you (and your work) well. Beware of adding too many links to LIONs (LinkedIn Open Networkers) who automatically accept all link requests to boost their link score. Anyone with more that 500+ links is very likely a link collector and potential spammer.

3. How many links should you have? That depends entirely on what you are trying to accomplish with LinkedIn. Your links should support your business context, and should include people who know you and your work. Make sure that the people you link to are also active users of LinkedIn, as people with few links can provide you with few leads.

4. Use your links to keep in touch with a network of co-workers from former jobs. LinkedIn will update their information automatically, and you will be able to get back in touch with them easily if circumstances warrant.

Groups

1. Choose your groups carefully. Select groups active in your business area, from which you can learn, and select ones that will support your professional context (e.g., alumni groups) or whose members can give you business.

2. Groups are also great areas to prospect for new business. Many have active job posting sections. Check groups for employees of organizations you are targeting. Then you can introduce yourself by saying “We are both members of. …” Most groups require that you ask permission to join, and most respond very quickly and affirmatively to your requests.

3. Participate actively in your groups. You’ll get a lot of email from your groups, if they are active. Share information the same way you do with your network. Also pose questions and respond to questions. That’s how your name gets visible. But groups don’t like blatant self-promoters. Everyone knows what spam looks like and sounds like these days. Don’t spam! And limit your posts to perhaps no more than one a week.

Facebook

1. Facebook is an easy way to promote your business identity. But ito use Facebook to promote your business, set up a Business page. It is much more flexible than a Personal page, and is more appropriate as well.

2. Make sure your business page contains any relevant online links to your Website, blog, Twitter, LinkedIn profile, etc.

3. If you have a Personal page, invite some or all of your Friends to become Fans of your business. To do this, become Fans of your clients, vendors, etc.

4. Use your Facebook page to generate awareness and credibility through appropriate posts. Start discussions, post articles, participate in other topical posts, etc.

5. You can be a bit more promotional with Facebook than LinkedIn. Use it to announce new products and services, offer discounts, etc. With permission, you can also publicize new clients, or post case studies or testimonials from existing clients.

6. Promote new postings on your blog or new information on your Website with a link.

7. You have a “Notes” section on your Business page. Use that to solicit and post client testimonials. Use the polling feature to survey your audience and collect opinions.

8. Promote your business postings on your Personal page, with a link to your Business page. When you direct them to your Business page, encourage your Personal Friends to become Business Fans.

9. While you have a little more freedom with Facebook than with LinkedIn, keep the postings relevant, concise and related to business. Do not use your Business page for movie reviews or to talk about your vacation. That’s what your Personal page is for.

10. If your business contacts are also your friends, they can read personal “stuff” on your Personal page. But remember that the whole world will be able to access your Personal page. Keep this in mind even when using Facebook’s instant Chat feature. Never worry about privacy, always assume you have none.

Twitter

1. The magic Twitter number is 140. That is the number of characters you have available per tweet. You have no choice but to keep it concise.

2. Good tweets:

• Links to new postings on your blog or new content on your Website
• New product or service offerings or special promotions with a call to action
• New client announcements
• Rational opinions on issues affecting your business/profession
• Links to articles of interest for your business/profession
• Announce your presence on Twitter on LinkedIn and Facebook. Invite people to become followers.

4. The other piece of Twitter is who you follow. Here are some thoughts:

• Thought leaders in your profession
• Clients and other business associates
• You should certainly engage in discussions. But be sure your comments are relevant and add value (at 140 characters, they have to be concise). Again, DO NOT spam!

Measuring Results

How do you measure the results of your social media efforts? The most obvious way is sales. Are you making money?
Also, you can track increased email, Website and  blog traffic as a result of your social media efforts. Google Analytics is an easy (and free) way to monitor this activity.

MODERATOR:
Everett Larsen
Medical & Technical Writer
AMWA Member / President, STC Montreal
larsene [at] primelink1 [dot] net
518-297-6427