How and Why Small Community News Paper Publishers should leverage social media for their businesses and integrate it into their full compliment of media. Part 2 of 3 for the NNPA Social Media Academy.

1. How to Get Social…Again Presented by Kevin McFall VP, Global Business Development NNPA Mid-Winter Conference 2011

2. Part 2 of 3 the Social Media Academy How to Integrate Social Media into Your Websites and Connect it to Your Print Product Connecting to the platforms Empowering your audience to share Now that you’ve built it, how do you leverage it? Developing an Audience Knowing the Rules of Engagement Which Social Content Matters?

3. The Basics of getting your site social Empowering your users to share and push content from your site to social media “Share This” Email to a friendTweet this to Twitter Like this Or Recommend this to Facebook Buzz to Yahoo! Buzz or Google Buzz Comments and Ratings

4. Its All About the Content

5. Facebook Connect & Likes

6. Getting Tweets to and from

7. Best Practice Examples - WaPo

8. Best Practice Examples -Washington Informer on Facebook

9. USAToday on Twitter

10. DevelopingAn Audience

11. Video and Photo Sharing Sites Blogs Where is your audience? Where do you need to be? Where is Social Media? Wikis Forums Microblogs Review sites Social Networking 11

12. Who Must You Have in Your Audience? Passionates Influencers Ad Hocs

13. Passionates Passionates are people who care deeply about topics that are too niche to impact the mainstream zeitgeist. But within those areas of interest, they are acknowledged, respected, and taken seriously — even if their audiences are relatively small. These are often “the original bloggers.” Folks who care enough to create.

14. Influencers Influencers are people who have large groups of followers, across different online strata. They almost always started out as Passionates but have “crossed over” into a more mainstream role. They are the tastemakers. Sometimes they are part of the modern media but this is actually fairly rare. The authority that an Influencer gained (while still a Passionate) has eclipsed traditional media’s credibility.

15. Ad-Hocs Ad-Hocsare everyday folks. They deserve attention, too — though that is very hard to scale. By being patient and proactive with as many folks as possible, a brand marketer gains grassroots respect that is eventually noticed by bigger fish.

16. Cutting through the NOISE… What social media matters?

17. The Top 10 Conversations To Listen for in Social Media What should a company listen for? How should we respond or engage? How can we monitor it all?

18. #10 - The Complaint

19. #9 - The Compliment

20. #8 - The Problem

21. The Question / Inquiry #7 -

22. #6 – The Campaign Impact 2

23. #5 - The Crisis Tiger Woods Shirley Sherrod & Tom Vilsack Toyota Recalls BP Oil Spill

24. #4 - The Competitor

25. The Crowd #3 -

26. #2 - The Influencer

27. The Point of Need #1 - WE ARE HAITI

28. Review of The Top 10 Conversations To Listen For… The Point of Need The Influencer The Crowd The Competitors The Crisis The Campaign Effect The Inquiry/Question The Customer Problem The Compliment The Complaint

29. Monitoring Social Media How to Determine Who, What and Where to Engage

30. Social Media Policies Create a policy to outline marketing and PR campaign best practices, employee rules, customer support responses, etc. Be transparent in all communications, never misrepresenting. Post meaningful commentary, using common sense Include who can participate, what the workflow and approval processes are, what the Avoid activity surrounding crisis and company confidential issues

31. Social Media Monitoring Know what’s being said. Catch the buzz about your brand. Relevant Keywords & Topics Influence – Reach, expertise, credibility Sentiment - Positive, Neutral or Negative Volume of Buzz How to catch the Buzz: Search – Google Alerts, Twitter Advanced, Bing Dashboards Cision Social Media Monitoring Hootsuite, Tweetdeck, etc.

32. Cision Social Media Monitor all forms of social media, including blogs, top video- and image-sharing sites, forums, opinion sites, and micro-blogs like Twitter - all filtered by country and media type. Receive daily social media reports to see the most viral posts related to your brands and track the volume of buzz around keywords tied to your campaigns. Track the viral success of each story with constantly updated influencer metrics. Quickly sort your results by influencer scores, comment count, unique commenters and publish date. Set up custom email alerts and search terms to automatically sort and manage your social media coverage.

33. Rules of engagement Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web

34. Excerpts from 21 Key Rules of Engagement 1: Discover all relevant communities of interest and observe the choices, challenges, impressions, and wants of the people within each network 2: Participate where your presence is advantageous and mandatory, don’t just participate anywhere and everywhere or solely in your own domains (Facebook Brand Page, Twitter conversations related to your brand, etc.) 7: Observe the behavioral cultures within each network and adjust your outreach accordingly

35. Excerpts from 21 Key Rules of Engagement Cont’d. 9: Become a true participant in each community you wish to activate, move beyond marketing and sales 10: Don’t speak at audiences through canned messages, introduce value, insight and direction through each engagement 21: Give back, reciprocate and recognize notable contributions from participants in your communities

36. Q & A Kevin McFall Email: Kevin.McFall@Cision.com On Twitter: @JournoPR3point0 Office: +1.312.873.6534

37. Social Media Resources Sites to keep up with latest trends: Mashable.com TechCrunch Setting up a blog: Blogger.com Posterous.com WordPress.org Sites for specific Social Media platforms: OneForty.com (SM Tools) TweetMeme (Twitter) Facebook Developers (FBk) Monitoring Tools: Google Alerts Hootsuite, TweetDeck