Since launching our internal executive social media mentoring program, it’s been really eye-opening to get a close up view of their perceptions around using this channel, their goals, and overall interests. We read and hear about different statistics all the time, telling us that executive participation is still in an early adoption stage and this is definitely true. However, the more executives I meet with, the more I see that this statistic is already changing and will continue to evolve!
Make it easier for executives to learn about social media and get involved in the social stream.
Some of the main themes from these conversations are the usual: building a personal online reputation, supporting the brand, learning how to communicate with different audiences, leveraging social media for business... and of course, participating in social media without impacting bandwidth.
However, where I’m surprised and really encouraged, is by the overall attitudes towards social media and the avid interest in jumping into the social stream. They want to participate and see the value in social media, but often do not know where to begin.
Let’s make it easier for executives to be a part of the social stream and experience everything it has to offer. In my last executives using social media post, I provided recommendations focusing on “getting buy-in tips”.
Here are a few additional suggestions when mentoring executives on the topic of social media:
- Outline specific goals executives can achieve by learning more about social media and then applying those strategies within the social stream
- Make it personal for them, focusing on their key business and personal interests
- Help executives find their social voices so that they can further build their online reputations
- Provide easy-to-understand best practices, examples, and actual hands-on opportunities to absorb the tips
- Pace the mentoring sessions so that it’s not overwhelming and provide easy-to-implement next steps (e.g., download a social media app that helps them listen into the social stream when they stand in the airport security line, or provide a user-friendly social media aggregator they can use when then have 5 minutes to read and then share information with followers, etc.)
And it helps to gather other viewpoints and share them with executives. Join us on April 3rd, from 9-9:45am PT, for an unique live opportunity to hear first-hand from Cisco executives about their social media experiences and to engage in an open discussion directly with them. This special “Let’s Chat! #ciscosmt Social Media Training Program Series” executive social media panel broadcast on USTREAM, will include Cisco executives with varying levels of social experiences. They will share the reasons they decided to start using social media, what they’ve experienced, and advice for peers and teams.
- Jeanette Gibson, Director, Digital and Social Media Marketing (moderator) (@JeanetteG)
- Mark Chandler, Senior Vice President, Legal Services and General Counsel (@ChandlerCisco)
- Sheila Jordan, Senior Vice President, IT Communications and Collaboration (@CiscoSheila)
- Lance Perry, Vice President, IT (@lanceperrycisco)
Lastly, bring your questions for the executive panelists and share them on the #ciscosmt stream. What are you interested in learning from these executives’ experiences that can help with your own executives? Are there other areas regarding executives and their social media participation you are interested in learning more about?
We look forward to your participation and will look for your #ciscosmt tweets as we get ready for the session this week and during the live broadcast on April 3rd.
If you have any questions or are interested in other types of social media training, check out our new complimentary Cisco Social Media Training Program for customers and partners and follow the #ciscosmt hashtag. To request customized one-on-one team training sessions, email email@example.com.
Tags: #smtraining, B2B, B2C, Cisco, education, Executives, information-sharing, learning, mentoring, social, social learning, social media, social media strategies, social networking, training, ustream
4-3-13 Cisco Social Media Executive Panel Broadcast
“How do you get executives involved in using social media themselves? How do I make it relevant for them and their business initiatives? And how do I show them value for participating right away? ” Our social media training team is approached regularly with questions like these in hopes that there is a simple formula to include each executive into the social stream and as quickly as possible.
Are you finding yourself in the same situation? Know that you are not alone. Much of the research I continue to read indicates that there is a growing interest among executives to use social media, but we still have a ways to go.
To help make it easier, we would like to invite you to a special “Let’s Chat! Social Media Training Program Series” Cisco executive social media panel USTREAM broadcast we are hosting on April 3rd, from 9-9:45am PT. Cisco executives, with social participation ranging from starting out to seasoned, will share their insights. They will share the reasons they decided to start using social media, what they’ve experienced, and advice for peers and teams.
In addition to the questions we will ask the executive panelists, we want to open it up to you as well! Do you have questions related to this topic you would like to ask these executives? And are there other areas regarding executives and their social media participation you are interested in learning more about?
Join in the conversation using the #ciscosmt hashtag starting now and during this live broadcast. We’ll do our best to pose your questions to the executive panelists. And follow the #ciscosmt hashtag for more details.
In the meantime, here are some tips to get executives involved in social media. Are there other best practices you find helpful when encouraging executives' participation in social media?
Getting Buy-In Tips
- Identify with the executive’s mindset
- Show the executive the money or bandwidth savings
- Outline ways to capture metrics
- Set realistic expectations
- Develop short- and long-term strategies
- Take small steps, starting out with listening to keywords to get a feel for the conversation
- Encourage executives to participate in existing social channels to get started, even practicing in internal platforms first
- Look for ways to make social media use relevant to their business needs and areas of interest
- Show them examples of other peers that are using social media and its value as well as ways they can incorporate participation into their regular routine
- Expand awareness around building personal reputations and integrating with business initiatives
- Help executives participate directly rather than participating for them
- Provide executive supporting teams with the proper training and resources
- Monitor participation and offer helpful tips and coaching along the way
If you have any questions or are interested in other types of social media training, check out our new complimentary Cisco Social Media Training Program and follow the #ciscosmt hashtag. To request customized one-on-one team training sessions, email firstname.lastname@example.org.
Tags: #smtraining, B2B, B2C, Cisco, education, Executives, information-sharing, learning, social, social learning, social media, social media strategies, social networking, training, ustream
Social Media Optimization (SMO) is the practice of building and maintaining social network profiles and activity in ways that are most likely to have a positive effect on one’s search engine rankings, increase brand awareness, drive traffic to web sites, and generate sales and leads. SMO starts with optimized profiles.
Public social network profiles tend to rank easily in search so they obviously are indexed by the search engines. At the most fundamental level, then, a well-optimized profile has the person’s or brand’s name in the manner in which people are most likely to search for that person or brand. Next in importance is including keywords for which one wants to be found in the description or biography part of the profile.
Finally, if the network allows links in the profile, the person or brand should link to their main properties on the web. Note: Links on some social profiles may be automatically tagged to as “NoFollow” for search engines. That means the search engines will not pass on any “link juice” from the social network to the linked-to site. However, these links can still be valuable for driving referral traffic. There is growing evidence that search engines are experimenting with “co-citation,” where a relevant mention or link to a brand or other entity may carry some authority, even if there is no link or the link is no-followed.
How does Search Engine Optimization differ from Social Media Optimization?
SEO (Search Engine Optimization) and SMO actually overlap in the area of strategy to positively affect search rankings. SMO seeks to do that more indirectly through building influence in social networks that will send positive signals about one’s site and brand to the search engines. As described above, SMO also has concerns that go beyond search into brand identity and direct traffic generation.
SEO is entirely focused on those things which seem to have the most direct effect on search rankings. It seeks to optimize both on-site (making it easy for search engines to crawl and index the site and identify what it is about) and off-site (building authoritative links from other sites to the targeted site).
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Tags: #smtraining, search engine optimization, seo, SMO, social media optimization, social profiles
This post is included as part of a series related to social media training efforts underway at Cisco. I sat down with Mark Traphagen and Phil Buckley of Virante to ask a few specific questions around social media and how social media interacts with search engine marketing and optimization. This is the first of two parts for this interview.
What impact does Social Media have on Search Engines?
The first search engines were little more than human-fed directories. As the web took off, trying to human index it became unworkable, for obvious reasons. By far the most obvious and dramatic effect is seen in the growing personalization of search results. Since at least 2007, Google results have been influenced more and more by the searcher’s location, past search history, and how she interacts with web sites, among other factors. With Google’s introduction of Search Plus Your World in early 2011, social network influence came front and center.
Now by default if a searcher is logged in to Google while searching, her results are heavily influenced by Google contacts, including Gmail contacts and people circled on Google+. Bing has begun a similar effort incorporating a user’s Facebook friends. Larry Page and Sergey Brin, the founders of Google, revolutionized web search with their invention of the PageRank algorithm, which counts links between sites as “votes” and weighs those votes by relative authority. When the social web emerged, Google and other search engines realized that social interactions online could provide a new source of signals, a way to diversify the signal set and augment or confirm the signals being sent by links. Since then, they have been slowly increasing the amount of effect that social signals have on search results.
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Tags: #smtraining, ciscosmt, search engine optimization, Social Media Strategy
Oh the joys of pinning new ideas, trends, videos, and so much more on Pinterest! I’ll admit it…I have a little obsession, racking up thousands of pins between professional and personal Pinterest accounts.
Use Pinterest best practices to create more meaningful conversations and increase followers.
Just like Twitter, LinkedIn, Facebook, and other social media channels, Pinterest has its own culture and communication style. After countless hours of reading, pinning, and repinning throughout the past year, I’ve recorded some Pinterest best practices and etiquette tips to share with you.
Here are some best practices to keep in mind:
- Streamline content (Some Pinterest accounts have a board for every topic, but only have a few pins. Make it interesting for followers by providing broader range board topics that they can follow rather than segmenting topics too specifically. And try not to create empty boards until you have items to post to them.)
- Leverage social channels (When appropriate, share your pins with Twitter and/or Facebook communities as well. It’s a great way to expand your reach and the conversation.)
- Use keywords (One of the main features of Pinterest is the ability to search keywords by pins, pinners, or boards. Make sure to take advantage of this feature by using keywords in the descriptions as we do for other social media channels.)
- Understand policies (Pinterest stirred up quite a bit of controversy regarding siting sources, etc. Take the time to understand Pinterest’s policies as well as your company’s guidelines (if using it on behalf of the brand) to protect yourself.)
- Joining group boards (It’s flattering to receive invitations to join group boards. However, before clicking the tempting “accept” button, evaluate how many pins you would like to receive from those boards. Getting inundated with pins, from a certain topic each day, may have an adverse effect on your participation!)
- Share information (Vary the type and format of content you pin to boards. While we all like infographics, they can get a little old on Pinterest if that’s the only thing that’s pinned. Mix it up with videos, case studies, reports, SlideShare presentations (if for business), articles, blog posts, and other types of content. I like to use the 70% new content/30% repins rule of thumb.)
And here are some etiquette tips to keep followers interested and to attract new ones:
- Site sources (Always include the source, especially for items that have copyrights, etc. If the source is on Pinterest, use the @ format to link to the person/organization.)
- Include a description (Insert a description, with keywords, to help followers understand the item more clearly, leading to more repins.)
- Acknowledge comments (I find that 2-way exchanges are still a newer trend on Pinterest versus other social media channels. Since participants are still getting into this feature, it’s important to respond to posted comments. It will go a long way with followers and we can learn from each other!)
- Pace pins (Space out the number and frequency of pins so that followers do not feel bombarded all at one time. By pacing the pin posts over time, it will also give you the opportunity to share new content without having to do a lot of research work ahead of time. And lastly, try not to duplicate pins. It gets confusing for followers.)
- Maximize boards (Pinterest is dynamic and social. Leverage it for sharing a variety of information and use Instagram or Flickr for photo postings instead.)
- Reciprocate information-sharing (Monitor followers and how the content you share is repinned. If you find there are certain followers that consistently repin your content, try repinning their content in reciprocation.)
- Follow others (The same principles from other social media channels apply to Pinterest. We do not need to follow everyone that follows us. Check on the type of content the new follower pins and evaluate if the content matches your needs and what your other followers are interested in too.)
Lastly, if you are prepping items for Pinterest, here are a few details to consider:
- Images: Use images in blog posts or other communications to make it easier on Pinterest users to post.
- Pin Features: Include pinning capabilities as part of your "share" social media icons on websites, emails, and more.
- Captions: Incorporate a short, but descriptive caption for each photo used to brand information more clearly.
Did the details above "pinpoint" the best practices you were thinking of as well? (Sorry, just had to play on that word!) Do you have other tips you are using as well? I'm interested in reading your insights and learning about the different ways you are using Pinterest too!
And in the meantime, if you are interested in other types of social media training, check out our new complimentary Cisco Social Media Training Program. Take short on-demand courses or sign up for customized one-on-one team training sessions by emailing email@example.com.
Tags: #smtraining, bookmarking, Cisco, education, information-sharing, learning, Pinterest, social, social learning, social media, social media strategies, social networking, training