Social Media Fundamentals: A Beginner s Guide Diana Atad Web Content Manager datad@hfma.org #2016LTC April 18, 2016 What s in here The Trifecta: LinkedIn, Facebook & Twitter o Basics o Best practices o Real-life examples 2 1
Getting Started: LinkedIn LinkedIn.com profile 3 LinkedIn: Your profile Essential elements: Email Password Profile photo Work history Education Affiliations Certifications Download the app to your devices Find connections Follow companies Join groups Update regularly 4 2
LinkedIn: Posting from your profile LinkedIn offers three convenient ways to share or publish content directly from your profile This is not the same as posting in a LinkedIn Group 5 LinkedIn: Share an update Share something as an individual directly from your profile You can decide with whom to share the update (public, just your connections, or public + Twitter) This is not the same as posting in a LinkedIn Group 6 3
LinkedIn: Upload a photo Upload an image and some text (this feature is similar to Facebook) You can decide with whom to share the update (public, just your connections, or public + Twitter) This is not the same as posting in a LinkedIn Group 7 LinkedIn: Publish a post This is not the same as posting in a LinkedIn Group If you were interested in blogging, this would be a good way to try it out 8 4
LinkedIn: Groups 9 LinkedIn: Finding a Group 1. Hover over Interests and select Groups 2. Search for the name of the group 10 5
LinkedIn: Creating a Group To create a group, hover over Interests and select Groups On the subsequent page (My Groups), you ll see the button to create a group. Click it and then complete the form. 11 LinkedIn: Posting in Groups Chapter Relations LinkedIn Group Conversation title is the headline Add a short description/details and URL (optional) New: Upload a photo/image Group members will see your post 12 6
LinkedIn: Managing your LI Group You should have a current About this Group description. It s a good idea to publish some rules for posting in your group. Click on the Manage button On the subsequent page, click on Group Information in the left navigation. This is where you can publish your About Group description. You ll also see Group Rules right below it; that s where you publish your rules for posting. 13 LinkedIn: Managing your LI Group Real-life example Lone Star Chapter: About This Group Good, general overview Add the geographical areas this chapter includes Try to localize your description what do you offer that s of interest to these particular members? 14 7
LinkedIn: Managing your LI Group Real-life example Lone Star Chapter: Group Rules Welcome to the HFMA Lone Star - Linkedin Group. This Linked-In group is a vertical "open" network where industry leaders collaborate and focus on healthcare issues that present an impact on healthcare deliverance. Our Linked-In group s purpose is to: Channel Knowledge Build Reputations Extend Interactions Enhance Relationships Group Etiquette: We encourage everyone to participate in this group, but keep in mind proper etiquette. This group is moderated and users who abuse their membership will be blocked/banned from the group. Post any job advertisements in the LinkedIn Group Jobs board section. If I can be of any assistance, please contact me directly (information below) Things to avoid: Group discussion spam Unsophisticated sales pitches in the group discussion or status sections Unprofessional responses or discussions in the open forums Kind Regards, Name/Volunteer Title/Contact info 15 LinkedIn: How to hand it over Log in and go to your group Click on Manage, then click Participants in left column Select the person/people whose role(s) need to change 16 8
LinkedIn: Examples of LI Group posts Lone Star Chapter: LI Group posts This post is a good example that demonstrates the use of the featured tool in LIGs. Keep in mind that a post marked featured will stay at the top until you undo/replace it. Good headline, upbeat. URL grabs an appropriate image. 17 LinkedIn: Examples of LI Group posts Metro NY Chapter: LI Group posts Locally relevant Description quickly tells me exactly what this is about Try not to repeat the headline of the article as your conversation title Is Mary Clark is a member of Metro NY? Mention that in your description! 18 9
LinkedIn: Examples of LI Group posts HFMA Chapter Relations: LI Group posts Asks an openended question Perfect for getting informal feedback and/or starting a conversation Personal and friendly 19 LinkedIn: Best practices Complete your own LI profile; update it regularly Add (and maintain) About This Group and Group Rules Monitor, respond and engage Respond to private messages from group members Find and join other LinkedIn Groups: Other chapters, HFMA National, industry-related groups (and find groups that interest you personally) Observe what other groups do 20 10
Facebook: Getting started Essential elements for FB first-timers: Email Password Profile photo Cover image Download the app to your devices 21 Facebook: Creating your chapter page If you already have a personal Facebook account, you can create a page for your chapter On the following page, select Company, Organization or Institution and follow the prompts. Essential elements: Brief description of your chapter Profile photo Cover image Unique FB web address 22 11
Facebook: Your chapter page Upload & update your cover image Upload & update your profile image Keep your About info current 23 Facebook: The lingo The timeline is where you can see your posts, your friends posts, and stories you re tagged in. Organized chronologically. A status update is the message you post. A like has two different meanings on FB. 1) It s a way to let people know you enjoyed a status update without leaving a comment about it. 2) If you like (follow) a Facebook Page, you ll see posts from that person/company in your timeline. 24 12
Facebook: The lingo (cont d) The comment field under a status update allows you to write your thought/reaction/question to that status. A private message is a direct message from one FB user to another, not visible to the public. Similar to an email. A tag creates a link to another Facebook user s profile, and the tag may appear in that person s timeline. 25 Facebook: Examples Georgia Chapter: Cover & profile images Puts faces on the chapter Inviting Profile image is good example of what s going on on a high level for this chapter 26 13
Facebook: Examples Georgia Chapter: Event coverage Name of album tells me exactly what it s about Organized (better than posting photos as individual FB posts) Photos show your chapter s personality Nice shout out to sponsors & venue 27 Facebook: Examples Georgia Chapter: Event announcement STOP SCREAMING AT ME (avoid using all-caps) Use the Event tool Long posts get less attention Be informative but don t overwhelm with details; let your website or FB Event handle that 28 14
Facebook: Examples MA-RI Chapter: Using the Event creation tool Looks great in my feed Distinct from regular posts New: Interested option Allows you to add/change info 29 Facebook: Examples Nevada Chapter: Informative posts Concise intros (Left) Makes a general story very relevant to me (Right) Very relevant to me 30 15
Facebook: Best practices Posts that contain images or videos will get more engagement than those that contain only text Monitor, respond and engage Respond to private messages Like/follow other chapter pages, HFMA National s page, related organizations & companies, etc. Get ideas from the companies/orgs/people you follow with your personal FB account for ideas to apply to your chapter FB page 31 Facebook: How to Hand It Over Log in In upper right, use the to select Use Facebook as [your chapter] Click on Settings (upper right) Click on Page Roles (left column) This is where you can add/delete a user or change their role (admin, editor, etc) To add someone, you will need the email that s/he uses to log into their own FB account 32 16
Twitter: Getting started Essential elements: Email Password Profile photo Cover image Website URL Short description Location Twitter handle Download the app to your devices 33 Twitter: Your profile Upload & update your cover image Upload & update your profile image Keep your About info current 34 17
Twitter: Your feed 35 Twitter: The handle A Twitter handle is your identity on Twitter (the next slide advises on what makes a good Twitter handle). All Twitter handles begin with the @ symbol. Attributes that make for a good Twitter handle: 1. Identifiable: Colleagues/friends/followers should be able to instantly recognize you. 2. Short: Short handles are easier to remember, and especially easier to type on mobile devices 3. Descriptive: Adding something that helps identify you may be helpful. 36 18
Twitter: The handle (cont d) Good examples: @HFMAFifer @FloridaHFMA @RDalyHealthcare Bad examples: @SuperAwesomeChapterLeader @HealthcareFinance1234 @CatLover1965 Twitter allows only unique handles. 37 Twitter: The lingo A tweet is 140 characters or less. This includes spaces, punctuation, URLs everything! A hashtag the # symbol is used to mark keywords or topics in a tweet. It s very valuable for search and trends. #HFMALTC The @ sign is used to reference or mention another tweeter. It will also link to that tweeter s profile. 38 19
Twitter: The lingo (cont d) To follow someone on Twitter is to subscribe to their tweets. You can unfollow at any time, and you want to gain followers for ultimate impact. A retweet is a tweet (from another user) that you share from your Twitter feed. Think of it as recycling. Click the to retweet a tweet. Like a tweet by clicking on the. Liked tweets will appear under Likes in your profile. Your Likes are public. A direct message is a private message sent from one user to another. 39 Twitter: Examples North Carolina Chapter: Informative tweets Just the facts The DATE works well, grabs attention Good example of URL shortener NC s cover & profile images are great look up their Twitter page! 40 20
Twitter: Examples South Carolina Chapter: Visual & relevance Photo! Fun AND relevant Good example of using a mention 41 Twitter: Examples South Carolina Chapter: Hashtags Great use of hashtags Great use of shortened URL Question format intrigues followers Philadelphia Chapter: Live tweets Great use of event hashtags Live tweeting DO IT Instantly obvious that this is a live tweet 42 21
Twitter: Best practices Tweets with images or videos will receive the most engagement Use #s appropriately (research in advance) Retweet appropriately General guideline: Approximately 70% of your tweets should be original and about 30% should be retweets Monitor, respond and engage Respond to direct messages Follow other chapters, HFMA, industry organizations (national & local), prominent industry leaders, colleagues 43 Twitter: How to Hand It Over Log in and go to Settings Change the email address Changing password recommended Need help? support.twitter.com 44 22