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c o p y r i g h t E lo q ua a n d J E S S 3
S
ocial
Media
ProBook
2011 12
Tweet #ProBook
S
ocial Media
ProBook
Table of Contents
Foreword
With this resource,

its clear that youre
in good hands
to navigate the
challenges.
04
05
07
08
Whatever
Happened
to?
by Jesse
Thomas
New
Entrants
by Brad
Cohen
How to
Organize
Internally
by Joe
Chernov
16
17
18
20
Usage
Guidelines
by Leslie
Bradshaw
Writing for
Facebook
by Jeff
Widman
A Day in the
Life of...
Liz
Philips
30
32
33
A Day in the
Life of...
Frank
Eliason
How PR
people
should
think
about
social
media
by Sarah
Evans
Do You
Believe in
Life After
Likes?
Measuring
Social
Business
by David
Armano
10
12
14
8 Critical Elements to
Scaling Globally
by Ekaterina Walker &
Bryan Rhoads
A Day in the
Life of...
Adam
Singer
22
24
25
Practical
Uses for
Geo
by Chris
Thompson
A Day in the
Life of...
Jamie
Grenney
Influencers
by Leslie Bradshaw &
Joe Chernov
Infographics
35
36
Operational A Day in the

models
Life of...
By Jeremiah
Scott
Owyang
Monty
Wikipedia 10 Rules
Fundafor Social
mentals
Advertising
By William
By Leslie
Beutler
Poston
37
38
Index
All people
mentioned
in this
ProBook
Epilogue
By Leslie
Bradshaw
by Robin
Richards
Eloqua Social Media ProBook
Tweet This!
A few years ago at a 2007 Paley

Center confab, Cisco executive
Daniel Scheinman predicted that,
in the future, content would find us
through our social networks, rather
than requiring us to seek it out.
Flash forward four years later
and theres no doubt he was right.
Increasingly relevant information whether it be from brands, the media or
individuals - is finding us through our
social networks. However, with everyone
and their mother creating content,
standing out is becoming only more
challenging.
Enter this guide. Eloqua and JESS3
have once again pulled together an allstar team to share their best practices in
social media. However, talk is one thing.
Action is another.
Thankfully, the the team proved it
had the know-how to stand out in an
age of too much content and not enough
time. They cleverly gave custom avatars
to each author. When I saw these
popping up on Facebook I was curious
where they came from and was able to
track down the source - and of course get
my own.
Steve Rubel is EVP

of Global Strategy
and Insights for
Edelman. He is
a highly visible
thought leader and
writer on media,
technology and
digital culture.
His insights can
be found at www.
steverubel.me.
By Steve Rubel
Jesse Thomas is
JESS3s founder,
CEO and executive
creative director.
He ensures that the
highest levels of
excellence and
innovation go into
every JESS3 project
and is considered
one of the pioneers
in the field of social
media data
visualization. Jesse
regularly shares his
insights at his
Forbes blog.
StumbleUpon: The
StumbleUpon toolbar is an in-browser

engine that helps users discover new
Websites and rate them based on their
preferences. The service was founded
in 2001 and grew to more than 2 million
users before being sold to eBay in 2007.
The founders have since reacquired the
company and increased the services
user base to nearly 13 million.
StumbleUpon has surged ahead of
Facebook to account for 43% of all social
media site referral traffic. The
community remains prominent in the
field of social bookmarking (along with
sites like Reddit and Digg).
Digg: Digg is the original social
W
hatever
H
appened
T
o...?
Delicious:
Tweet This!
news Website. It allows users to submit

and vote up stories that interest them.
A darling of the early Web 2.0
community, Digg repeatedly decided
against selling, preferring to remain
independent. Though it raised
additional funding and released
numerous new features, Digg has
hemorrhaged users and talent,
including founder and Valley superstar
Kevin Rose, who left in March 2011. As
services like Twitter help users
consume news more efficiently, this
downward trend is likely to continue.
By Jesse Thomas
Facebook, LinkedIn and Twitter

werent always the social media
trinity. Any number of networks
paved the way for their success.
Heres the latest on a few
foundational platforms.
Delicious, a social
bookmarking Website, was founded in
2003 and acquired by Yahoo! just two
years later. Its easy interface and
cloud-based approach to bookmarking
made it one of the most popular online
services of its time. After considerable
drama surrounding its fate, Delicious
was recently purchased and will become
part of AVOS, an Internet venture
started by YouTube founders Chad
Hurley and Steve Chen. Its unclear
what will become of Delicious, though it
has a sizable community pulling for it.
FriendFeed: FriendFeed
launched in 2007 as a social networking

aggregator that connected a users
profiles across multiple social networks
to display information in a single,
Facebook-like feed. Facebook acquired
the service in 2009. Today, FriendFeed.
com receives about 270,000 unique
visitors per month, but because its a
content / news aggregator, it shouldnt
be considered a priority social outpost
for marketers in the way that the
source networks are.
Google Buzz: Google Buzz
is a social network that utilizes Googles

Gmail interface and Google Profiles.
When launched in 2010 it was dubbed a
Google approach to sharing and
generated a great deal of media coverage.
Significant questions about privacy led
to lawsuits and complaints to the Federal
Trade Commission. Though some issues
have been resolved, current speculation
is that Google Buzz may be scrapped in
the near future.
Google Wave:
Google
Wave is err, was a real-time
communication and collaboration
platform that launched in May 2009. An
invitation-only roll-out led to high
demand, with some users auctioning off
their invitations. Once the initial buzz
dissipated, users were slow to adopt the
service and Google eventually stopped
developing Wave, citing a lack of
interest. In late 2010, Google Wave
moved into the open source Apache
Software Foundations incubator and it
was renamed Apache Wave.
MySpace: MySpace was
founded in 2004 and grew into one of

the worlds largest social networks.
Less than a year after its launch,
MySpace had more than 5 million
members and, as a result of its
(ephemeral) dominance, was
purchased by News Corp. in 2006 for
$580 million. MySpace remained the
largest social network in America
until being overtaken by Facebook in
April 2008. Later that year, the

company introduced MySpace
Music, driving new traffic to the site.
By 2011, however, MySpace had laid
off more than half of its workforce
and has since dropped from a top 10
site in the Alexa rankings down to
#77. At the time of this writing, News
Corp. appears to be trying to sell
MySpace for a fraction of its original
purchase price.
Bebo:
Launched in January
2005, Bebo was particularly popular
outside of America and appealed to a
younger audience. The social network
hoped to distinguish itself from
rival social networks through its
development of original content.
AOL acquired Bebo in March 2008
for $850 million, but sold it for less
than $10 million just two years later.
Since their purchase, Criterion
Capital Partners has revamped
and re-launched Bebo with
new features.
N
ew
E
ntrants
By Brad Cohen
The most interesting discussions always begin

with the question: Whats next? The following is a
handful of tools, technologies and social networks
that are making headlines. Note that we attempted
to focus on platforms that offer significant
potential for marketers. As a result, some of our
personal favorites such as stylized photo-sharing
networks like Instagram and picplz regrettably
didnt make the list.
Micro-blogging services
LIKE Posterous and Tumblr
Posterous:
Posterous, like competitor Tumblr

(see below), is a micro-blogging platform that allows users
to upload and publish content text, photo, audio, video
via browser, email, or mobile app. What distinguishes
Posterous is its ability to allow users to publish blog
Brad Cohen is the

director of strategy
at JESS3. He has
experience
designing strategies
that utilize social
media to leverage
and coordinate
assets across an
enterprise,
campaign, or
initiative and
creating social
objects that resonate
within a target
community while
conveying messages
that are core to
brand initiatives.
He has worked with
Intel, Adobe, IBM
and Nestle.
video sharing site launched out of

Vancouver in 2004. Acquired by Yahoo!
just one year later, Flickr grew into an
online home for more than 51 million
users and 5 billion images. But as
Facebook and mobile photo services
like Twitpic and Yfrog add options to
the photo-sharing market, Flickr has
seen a decline in their audience over the
past two years. The site is far from dead,
however, as accounts like The Official
White House Photostream continue to
drive traffic to Flickr. In some ways, its
returned to the purest version of itself
that is, a hub for photography
enthusiasts. It never became the
corporate marketing outpost some
originally imagined.
Flickr: The popular photo and
Tumblr is the preeminent micro-blogging

platform on the Web. Similar to Posterous,
Tumblr makes it easy to publish multiple
media types (text, photos, quotes, links,
music and videos) in a dashboard that
experts like Mashable superstar Jennifer
van Grove have described as killer.
While Tumblr also accepts entries from
email and mobile, the services true
strength is found in its active community
and design features. Tumblr allows users
to customize their blogs into a remarkable
number of layouts, called themes. The
tight-knit Tumblr community also allows
app development by third parties.
As corporate blogs become more, well,
corporate, forward-looking brands are
beginning to use hosted services like Posterous
and Tumblr to establish lightweight blogs.
These properties help companies get messages
and digital assets to market faster than they
could on a more rigorously managed corporate
blog or Website. They are also valuable tools
for organizations that support the personal
brands of select executives and spokespeople.
Think of them as occupying the space between
full-featured blogging platforms and Twitter.
Live streaming
services like
Ustream, Justin.tv
and Quik
Justin.tv and Livestream, Ustream

provides video streaming for live online
events. Originally conceived as a service
to allow military members to talk to their
families while overseas, Ustream has
grown to include more than 10 million
registered broadcasters. Since 2007,
political, technology and lifecasting stars
have used Ustream to get their message
out. The site is supported by in-video
advertising and will likely continue
growing as its technology improves.
Justin.tv:
Tweet This!
Ustream: Like its competitors
The Justin of Justin.

tv fame started the live video site as a
24/7 lifecasting stream in 2007. Justin.
tv has since moved beyond its selfreferential beginnings to expand into
a site on which anyone can set up a
channel. Like YouTube, the streams
and accompanying chat are fully
embeddable. Justin.tv is ad-supported,
but the open platform has periodically
led to challenges with policing
copyrighted content.
and upload video directly from a mobile

phone. The popular service is easy to
use with YouTube, Facebook, Twitter
and other video-sharing platforms.
Having won numerous awards for its
functionality and technology, Qik was
acquired by Skype for more than $100
million. It remains to be seen what
the future of Qik will be now that its
parent is a part of Microsoft. What is
not in doubt, however, is that the mobile
broadcasting services Qik pioneered will
be significant for consumers, advertisers
and technologists.
YouTube Live:
Recently,
YouTube began the slow rollout of
YouTube Live, a service that enables
users to host a real-time video stream.
YouTube has been developing the service
for some time, grabbing headlines
when it live-streamed a U2 concert in
2009. Currently, YouTube has agreed to
provide live-streaming capabilities for
certain content partners with an eye on
expanding it to the public.
Brands are starting to adapt to live video,
and thats where services like Ustream,
Justin.tv, Qik and YouTube Live enter
the picture. As bandwidth and streaming
technology improve, the barriers between
the consumer and content will continue
to fall. Companies will stream their own
corporate events, as well as interviews from
conferences. Feeds can run on the streaming
providers site, YouTube, the corporate
Website, a microsite, blog, or a Facebook
Fan page.
Enterprise social
communications
tools
Yammer: Yammer is a tool for
making companies and organizations

more productive through the exchange
of short, frequent answers to one simple
question: What are you doing? Despite
the emergence of competing tools,
Yammer continues to grow rapidly and
introduce new features. It took top prize
at the prestigious TechCunch50 in 2008
and was used by 80% of Fortune 500
companies by September 2010.
Chatter: Salesforce.coms
answer to Yammer is Chatter, a

real-time collaboration tool for the
enterprise. Chatter, which allows
employees to share information
securely with colleagues, may be one
of the building blocks of the cloud
computing giants long-awaited
Marketing Cloud initiative. Salesforce.
com appears to have doubled down on
this push, with a Chatter Super Bowl
commercial and the acquisition of
Radian6 in early 2011.
As public social networks are evolving,

so too are their behind-the-firewall
counterparts. Services like Yammer
and Chatter allow for secure business
communications to happen in an
environment that has all of the earmarks
of social media.
Social Q&A sites

Quora:
Quora has taken the

media by storm. Although Q&A
sites have long lived on the Internet
(Yahoo! Answers, for example), there
is something provocative about Quora.
Given the companys background it
was founded by Facebook alums its
no surprise that Quora has been able
to attract top business leaders and
contributors. The mix of quality content
with social networking tool integration
has created a unique repository of
expertise. Quora has kicked the ball
forward for online Q&A sites. Will any
of their competitors still want to play?
Focus: Focus has been around
for longer than Quora, and, like Quora,

it is an active site with a highly engaged
community. In addition to the Q&A
format, Focus also taps its expert
community to participate in online
Webinars, which are then turned into
content marketing assets. The assets
are available for download, and Focus
uses them to capture leads to sell to
advertising partners.
People have questions, and Quora
and Focus are two of the top sites for
both individuals and businesses to get
answers. LinkedIn Answers and Facebook
Questions are also part of this booming
sector.
Social gaming
Empire Avenue:
Empire Avenue is a stock market

simulation social game network. If that
sounds like a mouthful, heres a simpler
explanation: Its an online community
where members buy (using faux currency,
called Eaves) and sell virtual stock in
real people and companies. The game
makes use of all of the tried-and-true
forms of social currency badges, status
tiers, shout-outs to create a sticky
community. It has been described as
FarmVille for professionals.
Speaking of FarmVille, there any number

of social games many of which are
published by powerhouse Zynga and run
on the Facebook platform that marketers
have begun to incorporate into their mix.
One technique is for a brand to subsidize
the cost of the participant leveling up in
game-play if the individual watches an ad,
takes a poll or views a video published by
the marketer. Other integration techniques
involve allowing users to buy branded
items and promoting products like shoes

and apparel that can be worn or used in the
game.
Social NETWORKS
Google+
Less than three

months after Google CEO Larry Page
famously tied employee bonuses to social
networking product success, Google
unveiled Google+ (which, incidentally,
sounds startlingly similar to Google
Circles, a rumored social platform first
reported by ReadWriteWebs Marshall
Kirkpatrick covered at SXSW 2011).
Google+ is a new social network that
promises to make it easier for members
to share information to circles of
friends to whom that update is relevant.
Whether that differentiator is sufficient
to lure people away from the familiar
blue halls of Facebook is, of course,
anyones guess. Google seems serious
this time. But history is not on their side.
Group buying
Joe Chernov is VP
of Content Marketing
for Eloqua. He owns
public relations,
analyst relations and
social media strategy.
He blogs regularly on
the companys Its All
About Revenue blog
(blog.eloqua.com)
and speaks pretty
much everywhere.
Groupon:
Groupon is a
deal-of-the-day Website that features
discounted gift certificates usable at local
or national companies. It made headlines
several times recently: once when it
turned down a rumored $6 billion offer
from Google, next when it aired Super
Bowl ads many found offensive, and,
most recently, in June 2011 when it
filed its S-1 in preparation for an IPO.
The Wall Street Journal estimated that
Groupon could raise as much as $1 billion
on a valuation of $20 billion. Despite,
or perhaps because of, these front-page
news stories, Groupon remains the frontrunner in the increasingly popular daily
deals / group buying category.
LivingSocial: LivingSocial
is generally considered to be the biggest
threat to Groupon. The premise and
execution are similar to Groupon
(Altimeter Group analyst Jeremiah
Owyang has pointed out that there
is virtually no barrier to entry in this
category), but LivingSocial offers more
deals focused on travel and hospitality.
LivingSocials daily deal experiences
can be shared with friends for
additional benefits.
If you need more evidence that this is a

hot space, consider this: by some accounts,
there are as many as 100 different daily
deals companies in the United States alone.
Groupon and LivingSocial have combined to
raise more than a billion dollars in venture
funding. Moreover, existing Web 2.0
giants are taking notice of the marketplace.
Facebook made a big splash with Facebook
Deals, and services like Foursquare and Yelp
are also working on their own variations.
Retailers and consumer brands need to think
seriously about the role this new wave of
group buying will have on their business.
H
ow to Organize
I nternally
By Joe Chernov
Organic is generally
considered to be a favorable
adjective. It connotes
a healthy, maybe even
sustainable, product or
practice. But when used to
describe your companys
social media structure,
organic is code for chaos.
Whether by design or by
indifference, companies that
take a let a thousand flowers
bloom approach to social media
participation will quickly find
themselves caught in operational

weeds. Their efforts are likely to be
impeded by inefficiency, inconsistency
and possibly even a lack of compliance
with government requirements.
Since this is the professional
edition of the Social Media Playbook,
we will assume your organization
is committed to participating in the
social Web. It simply may be trying
to determine a safer, more efficient or
more scalable model. Fortunately for
you, much of the heavy lifting has been
performed already. Jeremiah Owyang of
Tumblr: According to many,
Qik: Qik allows users to record
entries simply by emailing the text and

corresponding media to their account.
Using a distribution platform similar to
Ping.fm, Posterous also enables users
to autopost their articles / media to
all major social platforms. Posterouss
strategic advantage is its ease-of-use for
content creators and distributors.
Primum non nocere. First, do no harm.

This phrase doesnt only apply to
the medical profession. Its equally
vital to social media. By now most
companies know that appropriate
engagement in social channels creates
opportunities across the organizations
marketing, support, recruiting and
even sales functions. But surprisingly
few companies are also aware that
there are a number of activities that
can land them in hot water with the
Federal Trade Commission (and
the blogosphere). Step one should
be to familiarize yourself with the
FTCs Guides Concerning the Use
of Testimonials and Endorsements
in Advertising, and then conduct
a workshop for staff so everyone
understands what is expected of them
when they participate on behalf of the
organization across the social Web.
Though it may sound contradictory,
its also important to avoid scaring
off staffers who are inclined to join
your cause, but are fearful of making
a mistake. To this end, think of your
workshop as guardrails, not red lights
show them the safe path to follow
for social success. Share constructive
tips, make light of benign mistakes,
and provide role models to emulate.
Dont forget to give people a reason to
get involved. Remind colleagues of the
adage, You are who search engines
say you are, and emphasize that being
actively involved across social channels
Step Two: Marshal

Supporters
Former US Vice President Al Gore

said, If you want to go fast, go alone. If
you want to go far, go together. Great
words of wisdom for social strategists.
Because virtually every department is
a beneficiary of the companys social
media efforts, its important that
multiple voices are heard before you
build your model. Start by creating a
SWAT team consisting of representatives
from marketing, communications,
product, support, human resources and
sales. Each member of the team should
be an advocate for their departments
particular objectives.
Its also essential that you secure an
executive champion for the initiative.
At some companies the presence of an
executive sponsor is required to get
staff buy-in; at others, the executive
sponsor is easier to secure once theres
a groundswell of staff interest. You
need to decide whats the best strategy
at your company, but because social
media is a horizontal channel, a C-level
sponsor is vital.
Centralized
CENTRALIZED
Step Three:
Determine
Reasonable KPIs
You have to measure something bigger

and more strategic than the number of
Facebook Fans or Twitter Followers.
Sure you can, and should, track those
tactical metrics. The smart money says
your executives will love it. But you
also need to track more. Decide what
success metrics you are structured (and
funded) to measure, and then crosscheck
those against what is likely to satisfy
your executive team. This is where your
executive sponsor can lend a hand.
Although what each company
measures will vary depending on
their business objectives and degree
of social media involvement, following
are some areas to consider monitoring:
number of new leads captured via social
media, lift in search rank for key terms,
increase in awareness in the media (both
traditional and social), improvement
in customer satisfaction, reduction of
customer churn, addition of new ideas
for product development, and, of course,
growth in top-line revenue.
Pick a Model
Once you have heard from your

colleagues and received the support
of a top executive, its time for you to
earn your social strategist title and
determine which operational model is
most consistent with your objectives
and culture. Jeremiah Owyang has
COORDINATED
Coordinated
diagramed several models that have

been embraced by various companies
(See: Social Strategy Getting Your
Company Ready). He has generously
contributed those structures to this
book, and we have JESS3-ified
their design. There are pros and cons
with each model, yet ultimately, the
Honeycomb is the most aspirational.
Many high-performing companies
seem to gravitate to the Coordinated or
Dandelion models, depending on the
size of the organization. See sidebar.
Establish
Departmental
Social Media
SLAs
Youve got staff trained. Youve secured

a senior sponsor. Youve established
a social business model that reflects
stakeholder needs. Youve listened and
youve given. Now its time for the ask.
If every department is a beneficiary
of social engagement, then every
department needs to play a role in
organized participation. Without
content and people, social media is a
racecar with an empty tank and no
driver. All show, no go.
Establish Service Level Agreements
or SLAs with each department. In
which networks will they participate?
How quickly will they respond on
Twitter? How often will they produce
content? Is there a particular community
they want to own? Are there others
that dont fit their needs? These are
essential questions to ask before
Multiple hub & spoke

MULTIPLE HUB & SPOKE DANDELION
dandelion
you begin your program in earnest.

Answering them up front will not only
ensure the program runs efficiently, but
it will also help you track performance.
Recalibrate in
Real Time
Stop engineering. Get out there and

participate. Be human. Be personal. Be
engaged. And if something isnt working,
dont reengineer your entire model.
Simply recalibrate. Slight changes over
time will keep your program moving
forward. Inertia is your opponent;
momentum is your ally. Being nimble
enough to make real-time adjustments is
the key to your long-term success.
Dont Forget To
Say Thank You
Reconfiguring your organizations

social structure to be more efficient
and agile is not only hard work for you, it
can also be uncomfortable for those who
participate. It takes people out of their
comfort zone. Translation: some eggs are
going break before this omelette is served.
Be sure to recognize, cheer and
learn from the earliest of the early
adopters you know, those people in
your company who were off building
communities before policies or
guidelines ever existed. These are the
true vanguards. After all, they are truly
the thought leaders and influencers in
your organizations. Make sure they
are applauded and empowered. They
may just be your most important assets
moving forward.
HOLISTIC honeycomb
HONEYCOMB
Holistic
Operational models
By Jeremiah Owyang
Tweet This!
ORGANIC
Organic
gives you an opportunity to effectively

write your own reputation.
You should also check with your
organizations legal department.
Some companies want staffers to add
disclaimers like these words are my
own and do not reflect my employer to
their online profiles.
Jeremiah Owyang is a partner with

Altimeter Group (http://www.altimetergroup.
Centralized: Notice that a central
com/). He also runs the highly influential
Web-Strategy blog (http://www.Web-strategist.
group initiates and represents busicom/blog/). We thank him for contributing hisOrganic: Notice that the dots (those using ness units, funneling up the social
Operational Model illustrations with us. The social
Organic:
that the dots (those
usingand oneCentralized: Notice that a central group
tools)Notice
are inconsistent
in size
strategy to one group.
initiates and represents business units,
full content is available here (http://www.
tools) are inconsistent
in size and
one
set social
of employees
are not directly
connected
funneling
up the social strategy to one group.
Web-strategist.com/blog/2010/04/15/
set
of
employees
are
not
directly
connected
to others.
framework-and-matrix-the-five-waysto others.
companies-organize-for-social-business/).
Coordinated:
Notice
how a central
will
Coordinated:
Notice
how agroup
central
help to provide an equal experience to other
group will help to provide an equal
business units.
experience to other business units.
Multiple hub & spoke Dandelion notice how
Holistic Honeycomb: Notice how each

Multiple hub & spoke Dandelion: Notice
each business unit may have semi-autonomyHolistic Honeycomb notice how each individual
individual in the organization is social enabled,
how each business unit may have semiwith an over arching tie back to a central group.
inyetthe
organization is social enabled, yet in a
in a consistent, organized pattern.
autonomy with an over arching tie back to a
consistent, organized pattern.
central group.
Organic is generally
considered to be a favorable
adjective. It connotes
a healthy, maybe even
sustainable, product or
practice. But when used to
describe your companys
social media structure,
organic is code for chaos.
Step One: First, Do

No Harm
Altimeter Group has published several

must-reads, including the seminal The
Career Path of the Corporate Social
Strategist report and the Program
Plan: The Social media Center of
Excellence blog article.
From a practitioners standpoint,
establishing a functional model for
social engagement is a political and
operational exercise. Following is one
reliable way to operationalize social
media throughout your organization,
including tips on how to secure the buyin necessary for success:
A Day In The Life Of...
Scott
Monty
10
Whats your vision for the role

social media plays at Ford - in
one sentence?
Tweet This!
To tell you the truth, Im not sure.

It kind of comes naturally for me.
So from that perspective, I suppose
you could call it an art. But there
are certain things that all brand
representatives should keep in mind
when theyre out there: be personable,
treat others as you would have them
treat you, keep a thick skin, and
remember that you always represent
the brand, whether youre on the
clock or off the clock. Every day
when I wake up, I realize what an
amazing honor and responsibility it
is to serve a global brand, and I keep
that in mind every time I interact with
someone online.
Social media humanizes Ford,

creating a bond within and between
employees and customers and
helps to improve our reputation by
putting our message in the hands of
the people who are most likely to be
trusted.
It depends on the kinds of programs

theyre executing. For those of us at
Ford, the passion absolutely has to
be a part of what we do, because we
engage with so many people - inside
the company and out - and need to be
convincing and authentic in how we
convey what were trying to achieve.
Without passion, thats quite a bit
more difficult to accomplish.
If a social strategy cannot be

directly tied to revenue, is it
worth continuing?
I think its eventually important in

the evolution of a social business.
A direct impact to sales may not be
immediately felt, but there are other
things that can be measured that
lead back to ROI. For example, if
social media is used to create brand
awareness or to improve reputation,
what is that worth? Or if customer
insights gleaned from social networks
lead to a better business process
or practice, how can that drive cost
efficiencies? Or in the customer
service arena, how much was saved
by eliminating unnecessary calls to
the call center? These are different
ways to measure the impact of social
media, whether or not its directly tied
to revenue.
Do you feel social media is a

subset of PR, or has PR become a
subset of social?
Every PR professional needs to at
least understand the fundamentals
of social media. From journalists to
government officials to celebrities,
were seeing social media being used

by a variety of individuals. But for any
business, PR is a mix of traditional,
broadcast and social media.
Whats the question you get

asked most often, and how do
you answer it?
That would have to be, How do you

convince the executive team at Ford
that social media is worthwhile?
My answer is that we already
have a culture that makes social
media a natural fit. When Alan
Mulally joined us as CEO in 2006,
he brought with him a spirit of
collaboration and transparency, not
to mention a great leadership style
that is grounded in simple, open
and frequent communication. With
that in place, not to mention some of
our big wins (Fiesta Movement, 2011
Explorer reveal on Facebook), it has
become increasingly easier to help
them understand the importance of
social media. When we measure and
report back the results - not only of
programs, but of the drumbeat of
reputation improvement. They see
the connection between action and
results.
Is there one social channel

thats disproportionately
important to Ford? if so, which
is it?
That would have to be Facebook.

With over 60 pages worldwide and
Facebook being the forefront of the
social channels, we spend quite a bit
of time considering how we engage
with our fans on Facebook. But
bringing all of our social channels
back together in one place is equally
as important, which is why we spend
so much time on The Ford Story.
Social media humanizes

Ford, creating a bond
within and between
employees and
customers and helps to
improve our reputation.
Youve managed to strike that

rare balance between your
personal brand and the Ford
brand. How do you do it? Is it
art or science?
You obviously love the Ford

brand and the companys
products. Can a social media
pro succeed without feeling
passion for his or her company?
11
Scott Montyis head of

social media atFord Motor
Company. His love for
the brand and its fans is
unrivaled on the social Web.
Hispersonal blogtops many
marketing lists
12
Tweet This!
Ekaterina Walker
and Bryan Rhoads
are social media
strategists at Intel
Corporation and are
members of the Social
Media Center of
Excellence
2 Enable & Guide
8 Critical Elements
of Scaling Your
Social Media
Strategy Globally
By Ekaterina Walter and Bryan Rhoads
Enablement is key to successful social

media adoption. It is important to
provide the right guidance and training
to those SMPs who want to engage on
behalf of your brand, but either dont
know how to do it or could potentially do
it in an inappropriate manner.
At Intel our goal is to empower and
educate employees who would like to
engage in social media conversations with
our audiences. We provide training
Intels online DigitalIQ university-like
program created three years ago offers
more than 50 classes on all topics related
to new media and digital marketing. One
of the courses is an SMP-mandatory 30
minute class that walks through our Intel
Social Media Guidelines and the
necessary requirements for participation.
Intel created forums to encourage
information-sharing across groups,
functions and geographies. We constantly
look for ways to standardize particular
elements of social media programs and
corresponding success measurements, as
well as provide consistent infrastructure
and tools. We issue regular
communications (a monthly newsletter,
for example) that keep SMPs up-to-date
on the latest and greatest in social media
both internally and externally.
Equip your teams with the right tools

and train them on how to use them. The
combination of technology and
knowledge will ensure you have a
consistent approach and a central
infrastructure, which will help avoid
duplication and reduce costs. And most
importantly, you will be enabling teams
to start using engaging more often and in
the right way.
At Intel we have tools for listening,
publishing on different networks and
moderation. We also try to ensure we
always track performance across
campaigns and geographies (as much as
the infrastructure and native platform
functions will allow us).
4 Communicate &
Replicate
Establish clear channels and forms of

communication internally. It is especially
important when you work with multiple
stakeholders across groups and
geographies. Find the processes that
work and replicate across your company.
Make it as easy as possible for teams to
integrate into their strategic and tactical
plans. Removing barriers will help speed
adoption.
An example of global scale is Intels
Facebook presence. Intel had a global
Facebook page with communications in
English, but had limited international
presence where fans could engage with
Intel in their local languages. We put a
strategy and governance in place; brought
a tool in to help us simplify, engage and
measure; created consistent branding
across local pages; trained countries on
tool usage; created best practices
document that outlined tips around
effective fan engagement; and established
regular forums for countries and their
agencies where they could get the latest
updates around anything Facebookrelated, as well as ask questions or
address concerns. We now have 45
countries on Facebook and counting.
5 Strategize &
Measure
Having an objective-driven strategy is

critical. Because there are virtually no
limits to the variety of social programs
you can run, its vital to set clear objectives
up front and measure against them.
Successful programs dont happen
overnight. You need to invest time and
energy into figuring out what works for
you. It is okay to experiment and make
mistakes. But if you fail, fail quickly
calibrate and recalibrate consistently to
get to that right formula or approach.
6 Inspire and Lead
Share your passion as much as you can

internally. Inspire and empower your
employees across the company. Lead by
example. And dont forget to share the best
practices that you learned to make it easier
for others to follow in your footsteps.
7 Innovate &
Partner
Innovate consistently. Look for new and

different ways to engage and delight
your customers. Also, partner with
others to create magical social
experiences!
Museum of Me is an example of
innovation we are all proud of at Intel.
Created by a small agency in Japan, it
took the world by storm. Fans all over
Europe, Americas, and Asia have
participated and shared their visual life
with their family and friends.
The Creators Project and Noisey are
amazing examples of Intel collaborating
with other industry leaders like Vice and
Dell to bring amazing visual and musical
experiences to people around the world.
8 Be Prepared
Always be prepared for the unexpected.

At Intel we have the crisis management
team formed a team of key
stakeholders who know theyll need to
step in and help address as necessary
(PR, HR, privacy, security, legal, support,
social media, campaign leads, etc).
Listening tools help us to see trends and
discussions as they begin to shape and
spread within the networks.
Expectations are set up front and we
have the process in place so that we are
ready to react in real-time as well as
escalate appropriately.
The combination of
technology and
knowledge will ensure
you have a consistent
approach and a central
infrastructure, which will
help avoid duplication
and reduce costs.
It is important to organize yourself

internally in a way that will allow you to
trigger social media adoption across the
company as well as scale your strategies
effectively. You have to be prepared to
put resources in place if you truly want
to build strong communities on the Web
around your brand as well as amass an
army of Social Media Practitioners
(SMPs) internally. You have to secure
commitment from the top of the
company down to the people who
manage the communities.
At Intel we have a hub and spoke
model. We have a central team the
Social Media Center of Excellence (COE)
that sits within Intels Corporate
Marketing Group. This team creates
global social media strategy; interfaces
with our marketing campaigns; develops
policies and guidelines where
appropriate; establishes infrastructure
(putting the right tools in place); enables
Intel marketers around the world to be
the best SMPs possible. The team also
works very closely with the key
stakeholders across the company to
ensure appropriate synergies: legal, PR,
security, privacy, digital marketing,
support, etc. The business units and
geographies have small teams that
execute the strategic direction and
engage with their local communities.
3 Build
Infrastructure
13
1 Organize For
Success
Is there an 80/20 rule for the head of digital

in agencies?That is, do 80% of the questions
you get from clients focus on the same 20% of
problems?
Yes, the 80/20 rule applies, but in different ways for those
at different levels of sophistication. For example, companies
completely nascent to digital marketing usually ask very
tactical questions (e.g., How do we get more Twitter
followers?) or questions about the value of the social Web in
general.
Unfortunately time spent questioning the value of the
social Web hurts a lot of businesses causing them to miss
any early mover opportunity that might be left in their
category. Their competitors arent questioning, theyre
executing. This opportunity is shrinking: in most categories
there are already at least a few digitally savvy companies
actively building a community. Its like running a race in
which the first movers arent just ahead, theyre also running
downhill!
IDC reported that in a staggering number of

companies, HR owns social media. Do you find
that departments other than PR and marcom are
reachingout for your digital media advice?
In some cases, customer service teams reach out to us for
digital media advice. Ive actually never had an HR team
reach out, but ideally they would get

help. My experience has been that a lot
of HR people dont really get social.
And thats dangerous, because in a
world where everyone is media, your
HR worst practices can easily become
PR nightmares. If an HR team was
going to lead social media activities,
they need to have the technical,
measurement, creative, and personal
aspects of the social Web down. It is
a demanding set of skills, so ideally
a senior team does delegate this to a
capable team and not just randomly to
any HR manager.
What about for your personal

use? if you had to make the
unthinkable choice of either
Twitter of Facebook, which
would you pick?
Truthfully? Neither. I would pick
WordPress. Facebook and Twitter
are inherently tactical without being
tagged to an owned Web property.
They lack robust analytics (i.e. ability
to define conversion goals or advanced
segmentation of your data) and youre
at the whim of another business. Also
the fact that they are stream-based
means your messages are easily
skipped over or missed if not delivered
at the right time.
But to answer your question if I had
to choose, Id pick Twitter because
they do one thing well. Facebook is
basically AOL 2.0. They are trying to
be all things to all people and boil the
social media ocean. And thats fine for

the average user. But I dont really want
one network or site that tries to do
and be everything, I prefer those that
specialize.
Your specialty seems to be the

nexus of social and search.
To me, those worlds converge
around content. What percent
of your day is spent creating
content either for your
personal brand, LEWIS or your
clients brands?
I frequently consult, blog and speak on

this subject. Its simple really: the web
is holistic. The notion of categorizing
and separating these activities as if
they happen is silos is an illusion.
Thats not how real people use the
Internet. Search and social media
dont happen in isolation, and the
activities dont replace each other, they
complement each other. Further, the
engines and social sites are integrating
and innovating together. If you are a
social media practitioner and dont
understand SEO, youre doing it wrong
(and vice versa).
Who gets your vote for the

social media superstar nobody
has heard of?
The idea of a total unknown in social

media is a misnomer. The people really
passionate about the web are actively
working to shape the future of it, and
the fact that the web itself is social and
tags back to individuals means that
Adam
Singer
people end up being credited. This

inherentlys leads to the engaged
person getting noticedby someone.
With that said, one person in the
space who is exceptionally savvy
and is a future technology leader
(but I wouldnt say no one has
heard of) would beEric Friedman,
director of business development
at Foursquare. Previously an
analyst at Union Square Ventures,
Eric has an eye for successful
startups and social technologies,
is a web entrepreneur and blogger
in his free time, and is working to
advance the webs most popular
location-based social network.
Its very impressive and he walks
the talk not just in marketing, but
also in actually developing social
products.
Tweet This!
Adam Singer is Social Media Practice Director

for LEWIS PR, a marketing industry speaker and
editor of digital marketing blog The Future Buzz
15
14
ADayInTheLifeOf...
Proper Account
Call-to-Action
Text:
Twitter (Web/Print): Follow me/us

on Twitter with Twitter spelled out.
Facebook: When inviting users to
like, use the phrase Like our page or
Become a fan by clicking like
Leslie Bradshaw,
co-founder, COO and
president of JESS3,
serves as the
operational energy
behind the company.
Additionally, she is
recognized as one of
the countrys top
corporate social
strategists, having led
successful and
long-term efforts with
top brands including
Nike, Intel, C-SPAN
and Pfizer.
Association
Guideline:
Facebook/YouTube/Twitter: Dont
imply sponsorship, endorsement or
false association with the network.
Similarity
Guideline:
YouTube/Facebook: Dont adopt

marks, logos or slogans similar to
brand ones.
U
sage
G
uidelines
16
Tweet This!
By Leslie Bradshaw
Social media can feel like a freefor-all. After all, the social Webs
Libertarian spirit leads many of its
most active participants to resist
government, which, in social media
parlance, translates to corporate
rules and policy. All major social
platforms have their own usage
guidelines, often buried somewhere
between the About us and
Terms of Service footers on their
Websites. Yet as they say in the legal
profession, Ignorance of the law is
no excuse. Whether you adhere to
the guidelines is your decision, but
The Social Media ProBook wouldnt
be doing its job if it didnt at least
point out the major themes.
Logo Use:
Twitter: Use the most current version

of the logos, available on Twitter.com.
Proper Use:
Twitter: Use the words Twitter when

talking about the company, and tweets
when talking about messages/updates.
Google / YouTube: If entire mark is not
capitalized, always spell and capitalize
the trademark exactly as shown in
Google Trademarks and Suggested
Accepted Generic terms. A full list can
be found on Googles Website.
Facebook: Always capitalize Facebook.
Never use Facebook as a verb. Also, avoid
pluralization.
Campaigns:
Design/Content
Twitter: Use current logo(s) as links to
Brand Guidelines: Twitter or to show Twitter compatibility.
Twitter: Offers Verified Account
badges for accounts and Promoted
badges for accounts, tweets and trends.
These may not be used in profiles or
backgrounds unless directly provided
by Twitter.
Broadcast: Include a Twitter logo
or bird icon close to tweets, account
usernames and full tweet text. Avoid
editing/revising user identification or
tweets unless absolutely necessary for
the medium (e.g., including a link on a
TV broadcast, where the user cannot
interact with it).
Facebook: When using the Facebook

trademark(s) or logo(s) in a play/movie/
book: Prior written permission from
Facebook is required before using
Facebook trademarks in broadcast,
distributed or publicized media.
Fan/Follower
Acquisition:
Twitter: Avoid the use of thirdparty apps that claim to get more
followers fast. Aggressive following
/ unfollowing could result in account
suspension.
Jeff Widman is the

co-founder of
PageLever and a
Facebook Fan page
expert at
BrandGlue. He
speaks regularly
about Facebook
Analytics &
EdgeRank.
W
riting for Facebook
By Jeff Widman
has found that you should post no

more than two status updates per
day. Track what times of the day
your fans are most active, and post
your updates then, keeping in mind
that 10-20% of fan comments are
posted from mobile devices.
Dont shirk the weekends.
Competition for fan attention drops
on weekends. Take advantage of
other brands five-day schedule by
updating your status on the weekends.
Our clients have enjoyed 300% more
engagement on the weekends.
Facebook and its members love rich

media. Think hard about ways to
incorporate photos and videos into
your newsfeed.
Dont be afraid of a little controversy.
Ask polarizing questions it
provokes interaction.
Be human! People come to Facebook
to interact, not buy your product.
In many cases, your blog isnt
sufficiently human. Take cues from
your personal status updates to
inform your brand updates.
Answer customer service comments
and Wall posts. You need to show your

community you are listening and that
you care. Providing prompt, helpful
responses in public is a sure-fire
way to underscore your commitment.
Rinse lather repeat. Identify the
topics and types of media that your
fans engage with most, and return to
those themes regularly.
Ultimately, remember that people like
people more than people like logos. So
be sure you have human photos your
staff, your customers, your events to go
into top 5 photo bar.
Facebook: Cannot be altered.

Inclusion of personally identifiable
information in screenshots require
written consent from all cited
individuals before being published.
Very few people ever return to your

fan page. How few? About 10% of
Facebook members ever return to a
page theyve once fanned, according
to research from my company,
PageLever.com. What does this
discovery mean for marketers?
It means they need to rethink
objectives. The fan page is not a
destination page, but a conversion
page.
Following are some simple ways to
increase the number of likes your fan
page receives:
Start by building a custom landing
tab on your fan page. This tab, with a
simple message and clear, like-driving
call-to-action, will convert many more
visitors than your Wall would. Weve
found the simple act of directing new
visitors to a landing tab more than
doubled conversion rates (to 47%).
Dont focus on fancy apps; focus on
creative status updates. The newsfeed
is the goldmine. Only 10% of fan
interactions happen on the Wall, while
a whopping 90% occur in the newsfeed.
What makes an effective status
update? Here are some essential
elements:
Keep updates short & sweet. Ideally
no more than two sentences or
people wont read it.
Ask for action. Pose a question
or suggest viewers click Like. It
also helps to put the question at the
beginning of your status update, not
at the end.
While the number of status updates
a brand should post has been hotly
debated, PageLever.com research
17
Screenshot
Guidelines:
Email notwithstanding, do you

try to keep a line between your
professional and personal life
online, or have you given up
entirely?
I had two personal Twitter accounts

before I started a third personality
Twitter account for the company. When
I started tweeting for the company,
there was never a question in my mind
whether Id migrate my personal account
to the company account. I thought it was
best to keep things separate, so I started
a new account from scratch. However,
with that said, I do occasionally tweet
HP info from my personal @iizLiz
account if I think it will be of interest
to the people who follow me. This
can mean I may tweet the same type
of content (for example, a live, official
company event), but Ill usually tailor the
info to the two different audiences.
18
Tweet This!
Do you use your handheld to tweet,

participate in communities or blog
on behalf of HP?
One night I was

awakened by an
earthquake. My very
first instinct before the
ground even stopped
moving was to reach for
my mobile device and
tune into Twitter...
Ive used my handheld to tweet from

my @LizAtHP account, which is the
same handheld I use for my personal
accounts. When I respond to customers
in forums or on blogs, I always use my
PC. Its easier for me to type in a long
format on my PC - and utilize tools such
as spellcheck!
Complete this sentence: I would

impress my bosses if I proved social
media positively impacted ______?
Sales. Sales figures are transactional
and (obviously) measurable, but we
know most buyers are in the funnel
long before a sale takes place. I would
love to be able to tell management
exactly which sales were converted as
a result of social media. Id also like to
identify which customer complaints
were turned into happy experiences
leading to a continued relationship with
the brand thanks to social media.
L IZ
P hilips
Liz Philips is a Community
Strategist & Manager at
Hewlett-Packard. Few have
blended professional and
personal brands as well as
she has.
Have you ever gotten up in the

middle of the night to tweet or
email?
This is a funny question to me. Of

course I have gotten up in the middle of
the night to tweet or check email. One
night I was awakened by an earthquake.
My very first instinct before the ground
event stopped moving was to reach for
my mobile device and tune into Twitter,
where I could get immediate news
from the people I follow in San Diego.
Sometimes Ill wake up and check
Facebook, just to see who else is up and
posting. I love the ability to connect
with people no matter what time it is, or
where they are in the world.
Do you have an app that you

consider your secret weapon?
When I first started learning about

Twitter, I used TweetDeck pretty
religiously and found that by setting
up various columns I could learn
practically anything about any
topic. Then I applied those same
principles to building my lists of
people I enjoy following and so forth.
As I added Twitter, Facebook pages,
and Foursquare (for both work and
personal) my TweetDeck looked a
bit like The Matrix. I think its very
powerful for a marketing person.
Other than Facebook and Twitter,

what is your favorite social
network for professional
purposes? For personal purposes?
Though Quora is new, I think it has a lot

of potential for professional purposes...
from reaching out to people who care
about your products to answering
questions and establishing yourself as
an expert in your field. Ive also seen

it used as a way to convey information
during a crisis - which may be more
relevant (and in most cases, more
efficient) than serving up a blog post
or an official company press release to
address something that is unfolding
in real-time. For personal purposes, I
enjoy DailyMile and Foursquare. The
DailyMile lets me log my workouts
and mileage and see how my friends
are doing with their training... it is
motivating! Foursquare gives me insight
into how my friends like to spend their
personal time. Both networks are a
great source of learning about my
friends and they give me another way to
relate to others. Its all about connecting
with people in a meaningful way.
What cant you measure that you

wish you could?
I wish I could measure what, if

anything, is useful to people about
the things I share on personal or
professional blogs, Twitter, Facebook,
etc. I mean, you can see some metrics
hits or repeat visitors but you dont
really know which things are really
resonating with people. I want most of
the information I share to be helpful or
useful in some way.
What was your previous role?
Ive worked for HP for the past 10 years

in a variety of roles. Most recently,
community management and before
that competitive analysis and response.
Im sure social has really changed the
way competitive analysis is done today.
There are just so many more sources of
information available today that would
be useful in analyzing competitors and
predicting roadmaps.
I purposely keep my work email only

on my work computer - its the one
thing that hasnt yet crossed over into
my handheld device and I like keeping
it walled-off and separate. So the first
application I launch when I arrive to the
office is Outlook to check on work email
(especially since Ive already read my
personal email, Facebook, and Twitter
feeds on my mobile, usually from the
comfort of my bed upon waking). After
I take a look at Outlook, I open Twitter,
then Facebook, and then my social
media monitoring tool. I used to use
TweetDeck for Twitter and Facebook,
which was handy. However, firewall
problems have prevented me from
using anything but the Web interfaces
of those services.
ADayInTheLifeOf...
19
What is the first application you

launch when you get to work?
By Chris Thompson
city guide that delivers tips and

recommendations about the places
you should visit based on your
friends suggestions. The social
network offers several avenues for
marketing your business.
Specials: There are seven types
of specials that can be used to draw
in new visitors and encourage
customer loyalty for brick-and-mortar
businesses. The Newbie special
rewards customers on their first
check-in (e.g., Radio Shack offers a 20%
discount). Check-in specials reward
customers any time they check in (e.g.,
Chilis offers free chips & salsa). Checkin specials can also reward customers
after multiple visits (e.g., Victorias
Secret offers two free items with a $40
purchase on the third check-in). The
most frequent visitor of venues listed
on Foursquare is dubbed the Mayor
of that location. Many merchants offer
Mayor specials to motivate people
to visit more frequently and compete
for that social status. Mayor specials
honor the customer loyalty and
engagement (e.g., Radio Shack offers
them a 20% discount, as well). Other
specials reward groups of customers
checking in together, creating a sort
Radio Shack offered a badge for

Holiday Heroes who checked in at
coffee shops, gyms, train stations and
Radio Shack stores. The badge was
their ticket to an in-store discount.
Core Badges: Taking advantage of
Foursquares core badges Instead
of paying for a custom Foursquare
badge, some businesses have gotten
creative with Foursquares core badges.
AJ Bombers restaurant threw a party
where users could earn a staple Im
on a Boat badge. They saw a 110%
increase in check-ins. Other businesses
have hosted Swarm parties where
users can earn one of the highly desired
Swarm badges (for 50, 250, 500 or
1,000 people checking in at the same
time).
Building on top of the API:
Foursquare offers a robust API. Many
companies have built Foursquare
check-ins, tips and recommendations
into their own applications. American
Express even built their own
application on top of the Foursquare
API, where users received moneysaving tips, shared the items they
purchased and earned badges based on
their engagement.
is the newest entrant to the

geolocation space, but it brings the
highest number of users thanks
to its immense size. Their service,
called Facebook Places, is limited
to sharing ones location with his or
her friends and offering check-in
deals similar to Foursquares.
Chipotle occasionally offers a
buy-one-get-one-free deal for users
checking in on Facebook Places.
With Facebooks unique Charity
deals, McDonalds offered to donate
$1 to the Ronald McDonald House for
each user who checked in.
All three services encourage brands to
be creative. Marketers are limited only by
their imagination.
McDonalds celebrated Foursquare
Day [each April 16 a play on the
4/4 calendar (four squared = 16)] by
entering anyone who became a McDonalds
Mayor that day into a drawing for a free
limited-edition T-shirt.
Alamo Drafthouse Cinema offered a
free screening at their theater with the most
Facebook Places check-ins.
Southern Comfort placed a billboard in
New Orleans that encouraged Foursquare
users to check in to be entered in a contest
for a free trip to Mardi Gras.
Gowalla
lets users collect

stamps and other items in their
virtual passport. The concept
is helping members remember
the important events in their lives
in connection with the places
where they occur. Gowalla offers
three primary rewards for users,
all aimed at increasing brand
engagement.
Stamps: Businesses of all sizes
can offer special passport stamps to
their customers on Gowalla. Disney
Parks, for example, have a beautiful
set of stamps covering just about every
attraction in Disneyland and Walt
Disney World.
Pins: Gowallas pins are similar
to Foursquares badges. National
Geographic offers a pin for checking
in at three National Parks and Disney
Parks offers them for visiting certain
All three services

encourage brands
to be creative.
Marketers are
limited only by
their imagination.
Foursquare is a digital
of flash mob. Radio Shack says

their Foursquare specials have been
wildly successful, with users spending
350% more than average customers.
Customers see alerts about the specials
when they check in at nearby venues.
Marketers who employ Foursquares
specials service get access to
analytics about their venues that show
demographic information about the
people checking in at their venues.
Branded Pages: Companies
without brick-and-mortar stores can
offer branded pages, where they leave
tips for their followers that will
appear within the app when users
check in. The primary purpose is
engaging users with your brand when
theyre using the service. Foursquare
doesnt charge for branded pages.
The New York Daily News employs
Foursquare as a content distribution
channel. The newspaper publishes tips
that link to photos from their historical
archives. Users can click through to
see a photo of the place where theyre
standing from 75 or 100 years ago.
Windows Live Photo Gallery
offers tips from respected local
photographers for getting the best
shots at popular photo locations.
The Travel Channel, MTV and
LogoTV offer tips from their stars
listing their favorite places to eat, sleep
and drink.
Partner Badges: Companies can offer
their own badges (like Mayorships,
badges are a form of social currency,
packaged as a digital collectable) to
Foursquare users. Foursquare doesnt
give a firm price, but theyve said
$25,000 per month with a multi-month
commitment is a fair estimate. Badges
are probably the most sought-after
reward for many Foursquare users.
Victorias Secret offers a badge for
checking in to three of their stores or
at the Bombshell Hotspots where
theyve left tips on their branded page.
The History Channel offers two
badges for checking in at places where
theyve left tips one for the US and
one for London.
Facebook Places
21
20
Chris Thompson, is
the author of the blog
About Foursquare.
Hailed as
Foursquares No. 1
Fan by the New York
Observer, Chris
updates his blog
multiple times a day
with information
about the geolocation giants
growth, latest
features and new
badges.
It would be hard to find a social

media sector that is enjoying more
innovation (and disrupting more
marketing plans) than geosocial,
affectionately shortened to geo.
Geo may have been seen as a novelty
or niche application initially. The
act of sharing ones whereabouts
with others by checking in at
different venues by publishing
a GPS-enabled mobile devices
location data certainly took some
getting used to. But today many
geo networks have dramatically
increased adoption. Each network
offers its own set of promotional
opportunities. The following
are several ways marketers may
consider incorporating geo
networks into their mix.
groups of attractions, such asWalts

favorite rides.
Virtual Items: Gowalla awards
items randomly when users check in.
Users can collect them, leave them
behind for other users to find or swap
them with items other users have left
behind. NASA, for example, offers
items like virtual moon rocks and space
shuttles for users checking in at NASArelated facilities and science museums.
Tweet This!
P
ractical
Uses For Geo
Radio Shack says their

Foursquare specials have been
wildly successful, with users
spending 350% more than
average customers.
ADayInTheLifeOf...
J AMIE
GRENNEY
22
What are the big pillars of a

social strategists role?
The three pillars for us are the

conversations on our site, our official
social media channels, and then all
the other conversations taking place
across the Web.
Tweet This!
Within a social media team there are

at least two roles, social strategist
and a community manager. The
strategist is responsible for the overall
program including the roadmap,
governance model, and ROI metrics.
They typically take a macro view and
think with longer time horizons. A
community manager on the other
hand is a customer-facing role. They
are responsible for engaging people
online and growing the community.
What is the greatest challenge

you face in your day-to-day role?
Salesforce has over 5,000 employees,
most of whom are engaged in some
form of social media. They are
active on LinkedIn, they might have
a Twitter account, or they might
be producing videos. The biggest
Salesforce.com CMO Kendall

Collins has said that video is a
key component to your companys
marketing programs. What role
does video play in social?
Salesforce.com has made a big
investment in video because it allows
us to deliver a clear and concise
message in a format thats engaging
and easy to share. Whether youre on
Facebook, LinkedIn or Twitter, people
love to share videos, so producing
great content helps us fuel the
conversation.
Aside from Chatter, whats the

single social app or network
you cant live with out - on a
personal level?
For me the most important application

is YouTube. So much of my role is
about communicating the strategy and
energizing people to participate. What

Ive found is that by creating best
practice videos and publishing them
to YouTube, I can generate external
thought leadership, but it also helps
me generate internal awareness. For
example we have videos for our social
media policy, our video strategy, and
our MVP program. Collectively these
videos have received tens of thousands
of views and been instrumental in
scaling our message.
If a social strategy cannot be

directly tied to revenue, is it
worth continuing?
We are still in the early days and social

media can be difficult to measure. We
put together a Salesforce dashboard
that we use to track activity metrics
like posts and comments as well as
business metrics like share of voice,
product adoption, and pipeline. While
you should always aim for real ROI
metrics there are times when you have
to look at the cost of not engaging.
What is the brand risk? What is the
competitive risk?
(Social strategists) need

to hit escape velocity so
that they dont get stuck in
reactive mode.
Whats the difference between

a social strategist and a
community manager?
challenge we face on the social media

team is making sure we can drive
alignment and scale to meet the needs
of the business. You need to hit escape
velocity so that you dont get stuck in a
reactive mode.
23
Jamie Grenney is the VP of

Social Media and Online
Video at Salesforce.com.
He is one of the most respected
voices in B2B social media
I nuencers
24
Tweet This!
By Leslie Bradshaw & Joe Chernov

The debate about whether
influencers exist continues. The
topic was discussed in several panels
at SXSWi 2011. Much of the debate
germinated from the article Is
the Tipping Point Toast?, which
ran in FastCompany in 2008. The
story looked at research performed
by then-Columbia professor (now
Yahoo! research scientist) Duncan
Watts, who provided compelling
evidence that influencers dont exist.
However, an overwhelming amount
of evidence argues against Mr. Watts
assertions, and most marketers
agree that influencers not only exist,
but are also a vital group with whom

to build relationships.
Why do influencers matter more
than ever? Because the social Web gives
individuals reach that was previously
available only to institutional publishers.
Microsofts PR team found that one
person TechCrunchs Michael
Arrington triggered considerably
more awareness for the launch of Bing
than did The Wall Street Journal. While
both are important because they reach
different audiences and yield different
feelings in the reader most people
still view traditional media as more
influential. Its simply no longer the case.
In every industry, there are influencers

who are disproportionately persuasive.
Being an influencer (also known
in some industries as a tastemaker)
yourself is a sure-fire way to get
recognized by other influential
personalities. How can you become
an influencer? Blog, tweet, review
products, public speaking, publish
research, write a book, comment
on others blogs, produce videos,
and contribute articles to trusted
publications. Of course, your goal
shouldnt be to set out to be an influencer
that objective will certainly distort
your output but rather to become a
I nfographics
By Robin Richards
The publics collapsing attention
span has given rise to a relatively
new content format: the
infographic. Infographics a
visual representation of complex
data have emerged as one of the
most popular and shareable forms

of social content. But a meteoric
rise in popularity often results in
a corresponding decline in quality.
Here are some ways to ensure your
infographics deliver value.
brand and the potential influencer.

Many Web properties are quickly
releasing tools designed to allow users to
transfer social currency to people and
organizations they find influential. This
social currency takes the form of digital
recommendations. Google offers its +1
button, Klout allows users to share up to
five +K badges per day, and, of course,
many of the Q&A sites allow members to
vote up select answers. EmpireAvenue,
the virtual human stock exchange,
takes this model a step further by
enabling participants to buy and sell
faux equity in rising stars in social
media. All of these tools can be used

to grab the attention and hopefully
favor of influencers, but proceed with
caution. Relying solely on this technique
or overusing it is likely to backfire by
reinforcing the imbalance of influence
between you and the individual you
persistently applaud. Engage in this
practice in moderation (if at all).
Social strategist and PR expert
Megan Fowler sums it up best:
If youre constantly asking for
introductions, favors & ins over social
networks, youre going to teach people
to avoid you.
Megan Fowler
Robin Richards is
the information
design director at
JESS3. Robin leads
the UX team and
oversees all
infographic output,
while also working on
data visualization
design for interfaces
ranging from mobile
and web to touch and
large-scale
installations.
25
If youre
constantly asking
for introductions,
favors & ins over
social networks,
youre going to
teach people to
avoid you.
reliable, honest voice on the social Web.

Influence is the byproduct of continually
producing high quality content.
Jeremiah Owyang, a marketing
influencer himself, said, The best way
to become an influencer is to create
one. Translation: Shift your thinking
from what can you do for me, and
instead focus on, what can I do for
you? Helping someone else become
an influencer is the most reliable
way to get you and your organization
noticed and supported by the larger
community of personal brands. How
can you do this? The press is always
looking for independent experts to
give a disinterested perspective in
articles. Recommend different emerging
influencers as interview candidates.
This free PR is likely to be rewarded
with familiarity and loyalty later. Other
ideas: Allow the person to guest post
on your blog, interview the person for
articles you write, include examples of
the persons work in your presentations.
Dont try to rush to the close. When
you begin to form a relationship with an
influential figure, resist the urge to ask for
something, especially a blog post or tweet.
Try to form a real relationship, one built
on mutual value transfer and personal
familiarity. Reducing the exchange to
a transaction may be immediately
gratifying, but in the long term, it will
harm your ability to inspire the individual
later become a true brand advocate.
Think laser, not buckshot: The
influencers community is, by definition,
finite. Dont try to build relationships
with all of them at once. You are better
off identifying one or two people likely
to be receptive to your companys story.
Use your board, investors and friends to
make the introduction and select people
likely to be friendly toward your brand
first. The key is to keep it sincere and
personal. Narrow and deep beats wide
and shallow when it comes to influencer
relations.
Why do people write? They write to
be read. Its truly that simple. Be sure
you are familiar with what each person
has written before you start trying to
forge a relationship.
Dont just stop at Klout scores when
measuring influence, there are many
great tools out there including Twitter
Grader, Peer Index and Twitalyzer. You
should also ask customers and partners
who they listen to when it comes to your
industry.
Be normal. Be natural. Coming across
as a flack or, worse, a shill will get you
tuned-out. It will seem like you are
asking for free advertising if your heart
isnt in the right place. Maximize human
contact where possible - meeting for
coffee or talking on the phone will form
a much stronger bond between you, your
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MENTIONS / COMMENTS / SHARES
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Tweet This!
KEY PERFORMANCE INDICATORS
LTORS
27
PURCHASE
LC U
P RI C
You should always

have a narrative
TYPES OF
whether its comparing INFOGRAPHICS
data points, showing
Capturing the
State of an
changes over time or
Industry or Trend
Examples:
simply highlighting
State of Wikipedia
This infographic was bundled with
facts.
an animated video, allowing creators
YOUTUBE / VIMEO
the process of Content Marketing.
CONSIDERATION
Allow others to share and enjoy your

work. Consider using a Creative
Commons license, which allows
others to use your work with proper
attribution.
Examples
The Blog Tree
This infographic reimagines a top
blogger list by visualizing the interrelationship among bloggers and
source content.
What Hurts Your Credit Score:
http://www.infographicsarchive.com/
economics/what-hurts-your-creditscore/
The Perfect Pour: A Citizens
Guide by Plaid http://flowingdata.
com/2010/07/19/citizens-guide-tofancy-pants-coffee-drinks/
A simple, but beautiful graphic
breaking down the vast array of coffee
drinks for people who may be not so
coffee-savvy.
he Illustrious Omnibus of
T
Super Powers? http://popchartlab.
com/collections/prints/products/
the-illustrious-omnibus-ofsuperpowersPop Chart Labs loves
connection graphics, but this one
stands out above the rest.
BLOGS / WEBSITES
Content Grid v2 is a framework for
R OI C
Share
Providing a
Resource for
Viewers
QUORA / FOCUS / LINKEDIN
against business objectives. The
S TS
Be careful of IBU syndrome

interesting but useless. Infographics
that are neither useful nor practical
seldom last. Make your work relevant;
add insight; present functional data;
capture a theme or trend. Updating past
graphics to show change over time is an
easy way to keep old graphics relevant.
FACEBOOK
over social channels and measured
LS
26
Be Useful
or procured by a brand, distributed
N IA
Show; dont tell. Be clean in the way the

information is presented. Think about
colors, typeface choices, use of negative
space and proportions making sure
these attributes relate across the whole
graphic. Be simple so the viewer can
understand quickly what is being
presented. This doesnt mean that
Think about the way the data is

presented: You arent confined to pie
chart, line chart or bar chart. Explore
ways of displaying the data that best
reflect the information and help tell the
narrative (e.g., geolocation data on a
map vs. displaying it using a bar chart).
TWITTER
active demand is created, curated
DATA
Be Clean and
Simple
Be Different
AWARENESS
W E BI N
Cite your sources. You can even take it

a step further and share your sources
in a Google Doc. Allowing others to see
your citations will give the community
an opportunity to check, add to, or even
repurpose the data. It also inspires
those who have contributed to your
infographic to share the content with
others.
prospect from latent interest to
BUSINESS OBJECTIVES
Q UI ZZ
Be Transparent
Think about the subject matter and

whether you can link it to a visual
element, creating a mood and hook for
the viewer. Words plus iconography
dont equal infographic. Consider
how the final infographic will be viewed
and the tools needed to create it. What
would best fit the data a static image,
interactive elements or video?
prospect. The fuel that drives a
D ES
Consider how the organization of

information will advance the story told
by the data. An example of this would
be flow charts, which effectively walk a
viewer from one step to the next. This
same thinking can be applied to other
visuals, created to guide the viewer
through a data-driven narrative.
Be Creative
before a sales person contacts a
GUI
Organize the
Information
What is the story you want to tell?

What is the point of the graphic? You
should always have a narrative
whether its comparing data points,
showing changes over time or simply
highlighting facts. These considerations
will add up to making the graphic
useful and informative.
Double-check sources and facts. Having

too much data is always a good thing;
having too little is an indicator that you
are forcing an agenda without the data
to support it.
Add Context
CONTENT
GRID v2
V I R AL
Be Accurate
JESS3 to catalog 10 years of Wikipedia

milestones using mixed media.
State of Geo
Another JESS3 creation, this
infographic leaned into the title,
specifically the word universe, to
use the solar system motif presented
in grade school classrooms to depict
the relative size of this new universe
of networks.
Amercian Energy Spectrum by
Hyperakt: http://www.hyperakt.
com/work-detail/248 Hyperakts
beautiful infographic shows how
Americans use energy and from what
sources a clever way to combine
two datasets.
An Atlas of Pollution by The
Guardian http://www.guardian.
co.uk/news/datablog/2011/jan/31/
world-carbon-dioxide-emissionscountry-data-co2#
This graphic, which could easily fit
into Category 5 as well, simply and
effectively captures the current state of
world pollution, using color and size.
Drugged Culture by GOOD http://
awesome.good.is/transparency/
Web/1005/drugged-culture/flat.html
This infographic works across
different visual levels to present the
information. The first level is the map
shape created by the pills to signify
which country the data refers to.
The next visual level is the pills. This
real-world link to the subject manner
makes the graphic visually engaging.
A RT I C
The story should come from the data.

Allow the data to lead that story and the
visual never change or omit data to
advance your desired narrative.
the graphic cant be layered; it means

that the visual should be simple to
understand without requiring a lengthy
explanation.
PROSPECT GOALS
Follow the Data
DISTRIBUTION
CHANNELS
The buying process begins long
28
Examples
Mac People vs. PC People: http://
flowingdata.com/2011/04/26/mac-vspc-people/
Hunch.com, a product
recommendation engine, takes
clusters of correlative data and draws
fascinatingly accurate conclusions
about our interests and values.
This infographic depicts the power
of brand identity across multiple
dimensions, many of which are
painfully amusing.
The Gold Rush: http://www.
columnfivemedia.com/newsweekinfographic-gold-rush/
Class of 2011: If Social Media were
a High School by Flowtown http://
www.flowtown.com/blog/class-of2011-if-social-media-were-a-highschool Technically not a comparison
of A to B, but a hilarious comparison
of a whole host of social networks
by linking their stereotypes to the
stereotypes of students that every high
school has. A little unorthodox but
effectively demonstrates the generally
accepted view of some of the main
social networks.
Everyone Ever in the World by
The Luxury of Protest http://
theluxuryofprotest.com/Everyone_
Ever_in_the_World.html
A stunning visualization comparing
the number of people who have lived
to the number of people who have died
in wars, conflicts. By using paper area
vs. cut-out sections, this visualization
effectively compares these two factors
in a unique way.
Showing the
Evolution of
a Concept or
Industry
Examples
History and Origins of Science
Fiction by Ward Shelley http://
www.brainpickings.org/index.
php/2010/02/09/ward-shelley-oilvisualizations/
Ward Shelly creates stunning works
of art with his infographics. All handdrawn, they bring a new dimension
and style to infographics.
Fifty years of Exploration
http://books.nationalgeographic.
com/map/map-day/index or
http://www.flickr.com/photos/
monaxide/3481692111/in/set72157617415034996
A visual treat showing fifty years of
space exploration. Presented using
lines to illustrate the journeys of
different space missions and mixing
them with images of the places they
visited, allows the user to connect
with images and understand the
distances that are being traveled.
Life Map
http://www.flickr.com/photos/
ritwikdey/426048360/in/set72157600007886428
Visualizing your life. This is a growing
area for infographics. This example
is time-based and presents the life of
Dmitry Krasny, divided into nonacademic and academic.
Making Something
Complex Simple
Examples
Is an MBA Worth It: http://www.
infographicsarchive.com/businesseconomics/is-an-mba-worth-it/
We selected this one less for the
design, which though acceptable
is unremarkable, and more for the
topic. It is a question most people in
business have asked, but few have
received answers to. Knewton GMAT
capture the answer, and present it in
an easy to follow visual.
Anatomy of a Cupcake http://www.
allenhemberger.com/blog/2011/02/07/
happy-lesleigh-day/
A new trend of displaying
infographics in the real world is
emerging. This lovely example created
for a friends birthday shows the many
ingredients and components that
make up a cupcake. Cute, but smart.
Billion Dollar Gram by David
McCandless http://www.
informationisbeautiful.net/
visualizations/the-billion-dollargram/
A classic graphic that probably
spurred the infographic movement.
This graphic breaks down the
overcomplicated US budget for all
to understand. Very clear, extremely
precise and utterly effective.
World Cup Radial Bracket by
Hyperakt
http://hyperakt.com/work-detail/234
A great way to display who was
playing whom in the 2010 World Cup.
ow Long Do Animals Live?
H
http://s3.amazonaws.com/
infobeautiful2/infoporn_isotype_3.jpg
This vintage example uses the animal
shape to communicate on the most
basic visual level. To find and compare
animals, a line is used for the length of
time. The line has been cleverly used
and expanded at the top to allow more
space to show the info, but because it
is unbroken, the eye follows it along
without losing the sense of time.
Presidential Cost
http://portfolio.rachelmercer.org/
projects/2666196#1
A beautiful example of a circular
infographic, showing the US
governments national debt. Taking
full history of the national debt and
comparing it with the president,
historical eras, wars and conflicts,
and legislation gives insight into what
was happening at that time which
could influence the national debt. The
use of color layers the graphic with
additional information to keep the
view engaged.
Left: Providing a
Resource for Viewers,
The Blog Tree
Below: Comparing
A to B
Left: Making
Something Complex,
Simple
Above: Capturing the

State of an Industry
or Trend
Above: Showing the Evolution of a Concept or

Industry
Tweet This!
Comparing A
to B
The Right vs The Left

http://www.informationisbeautiful.
net/visualizations/left-vs-right-us/
Taking the complexity of the parties
within government and breaking
them into areas that reflect the values
of that party. While rooting the
explanation in real-world reference
and issues, this image allows viewers
to compare their own personal values
with what is visualized to help them
understand where they fall on a
political spectrum, while also allowing
them to compare the differences
between parties, in a clean and easyto-follow way.
he Evolution of Privacy on
T
Facebook
http://mattmckeon.com/facebookprivacy/
A ringed interactive example,
breaking the data out into categories
(sections) vs access (rings) you can
explore the changes over time, and
how settings changed and evolved.
29
Ikea Cookbook http://www.

fastcodesign.com/1662371/ikeacookbook-transforms-recipes-intoworks-of-art-slideshow
Breaking down recipes into their basic
components. Simple. Awesome.
HTML5 & CSS3 Readiness
http://html5readiness.com/
An animated example. The
information is presented in a clear
and easy-to-use way, allowing the
user to interact. More engaging than
a table, which would also be a way of
presenting this info, this infographic
mixes in a fun element.
Cocktails
http://flowingdata.com/2011/04/04/
more-proportions-and-cocktails/
Simple and to the point no mess.
The real-world photos for the main
visual reinforce the connection to
the material, and the ingredients
are represented in a clear, easy-tounderstand manner.
Influencer marketing has become a hot niche. Yet

you are an ambassador for regular customers.
What role do influencers play in your marketing
efforts?
30
Tweet This!
I have very strong views on this topic that I will share

for readers to ponder. Influencer marketing is not new
to social, or unique. It has been around for years. Many
businesses provide different treatment to members of
the press, politicians, etc. This is a practice I have never
been a fan of, mainly because it sends a message to some
customers that they are not as special as others. This does
not mean I do not support segmentation, or providing
different levels of service based on services a customer
has with a company. As an example, if a customer who
has bought three products receives a different level of
service from a customer who has bought one item, then it
is fair and understandable to most other customers. But
if I have three products and an influencer has one and yet
they receive special treatment, if I ever find out, I will not
do business with that company. Funny example! One day
I received and email from a marketing firm soliciting my
business. In it they outlined a few examples of work they
did. One of the examples was for a popular pay TV station
that I have subscribed to for years. In an effort to publicize
a show they sent very unique kits with very cool trinkets
to influencers. I wrote back and told them I subscribed to
that channel for years and I never received a cool gift like
that. They immediately wrote back offering to provide me
with it, but I did not accept. I have found the best approach
is to think like a customer. How would you feel if you paid
a lot of money to a company, but others, who may have
You run social media for a

major financial services brand.
What do you know now that you
wish you knew going into that
vertical?
My background prior to Comcast was

financial services, so I was prepared
for the unique challenges that the
industry presents. I did find Citis
global scale much bigger than I had
imagined in my head, but the people
here were great at helping me adjust.
It is a lot of fun working with people
internally and externally to build an
understanding of regulations, privacy
concerns and, ultimately, how to better
meet customer needs. This challenge
causes us to think outside the box
to find new solutions, such as an
implementation we are doing for social
service called Click to Call / Click to
Chat. With this, we will be shifting our
service agents to contributor accounts
with CoTweet. This process will show
the ID of the person tweeting from @
AskCiti, our Customer Service handle.
ADayInTheLifeOf...
FRANK
E LIASON
Frank Eliason is the SVP of Social for Citi. He built his
reputation as an advocate for the consumer when he served as
@ComcastCares and continues to write about related topics on
his personal blog
The Click to Call / Chat feature will

allow someone tweeting with an agent
to continue the same conversation,
with the same agent in a secured
environment.
What marketer have you learned

the most from?
I learn from everybody within
social media and many who are not
there. I admire many people such as
Chris Brogan, Brian Solis, Jeremiah
Owyang, Laura Fitton, Scott Monty,
etc. The list goes on.
You also serve on the Board

for the Counsel of the Better
Business Bureaus and Society of
Consumer Affairs Professionals.
What are the most common
mistakes marketers make that
get them in hot water with those
organizations?
I would not want to speak on behalf
of either organization. In my own
view marketers should focus on
their customers, presenting fair and
accurate information and maintaining
strong ethics.
Are there any social channels

that you measure by anecdote,
that is, you participate in
professionally despite limited
data to prove its effective?
First, I have always found the greatest

measure is listening to customer no
matter what the space. The feedback
you find can help businesses improve
their products and processes. This is
my focus, and this provides the best
means to measure. We are always
experimenting and finding the new
spaces to listen and interact with our
customers.
In my view this is a space owned by the customer, and it

is imperative for companies to meet their needs. In many
cases, but not all, the most important need for them is
customer service or education.
Today any customer can become an

influencer over your brand!
31
Is support the killer app for social media?
never paid for service, received special

gifts? I also wonder if an influencer is
always pitching brands or products,
how long will they remain influential?
It is also important to remember
that under the law, individuals,
including influencers are supposed
to be clear about their relationships,
such as payment or free products they
receive. For the business providing
these items, they may be liable for
enforcing that as well. To learn more
about this visit the FTC Website.
I also find that strong content is
really the big influencer. A great
example of this is the sleepy tech video
that has impacted the cable company
I worked for. The video shows up on
the front page of Google when you
search for the company and it has 1.6
million views. This video was posted
by someone who posted two videos
ever, so they would normally not be
considered an influencer, yet this
individual probably had the greatest
influence over the perception of that
brand. The fact is the video was
something many of us could relate to
and we brought it to such prominence.
Promote your successes. This takes

place in two ways: 1) media engagement,
and 2) media repurpose tactics.
Media engagement:
Comment/respond to the post from a
key staff member (preferably a high
ranking executive)
M
onitor comments and answer
appropriate questions
T
hank positive commenters
A
cknowledge respectful criticism
S
ubmit articles to social article
sharing sites
Media repurpose tactics:
I nclude As seen on section on
homepage
I nclude As seen on section in email
signature
P
ost to online newsroom
P
ost to social accounts
M
essage to all fans/members
W
rite a follow up blog post for your
corporate blog linking back to key
articles
How PR
P
eople Should
Approach
S
ocial Media
Create a routine. Look at the social

networks you use the most and create
a timeline to help you be more efficient.
Heres an example:
Review follower list and identify people
to follow back(one time, daily)
Review lists youve been added to,
decide whether or not to follow (one
time, daily)
Respond to those you mentioned or
replied to you (twoto three times,
daily)
Check and respond to direct messages
(twotimes, daily)
Read home stream and identify
people to retweet and/or respond
(twotimes daily)
Identify new people to follow (two to
three times weekly)
By Sarah Evans
32
Tweet This!
Sarah Evans is the

founder and
president of Sevans
Strategy, one of the
hottest PR and new
media agencies in
tech. Vanity Fair has
also fittingly dubbed
her one of Americas
Tweethearts. Sarah
blogs at
PRSarahEvans.com.
Lets take a look at some of the latest

tools and techniques of todays social
communicator.
Think before you jump. Decide what
your goals are before you create your
social media plan. Be realistic about the
amount of time you can dedicate to social
media. You cant just push content out
and hope for people to respond. You have
engage in the resulting conversation.
However much time you think you will
need to spend participating in dialogue,
double it. Then double that.
Social media is a team sport. You
might lead public relations or community
management, but social media isnt just
for you. There are opportunities for
customer service, business development,
even HR to get involved. Think of
yourself as the hub of the social media
wheel. As central as you are, you still
need multiple spokes to move forward.
Take inventory of your tools. Develop
a Social Collateral List consisting of:
Social platforms relevant to your brand
or client,
Effective tactics youve seen and/or

used,
Content marketing tactics/channels
(see The Content Grid v. 2 infographic
in this book),
Social resources available, such as
free image database for your blogs,
blog comment platforms, content
syndication tools, polls/survey tools,
and newsletter publishing systems.
Own your online identity and
produce great content. If a reporter
were to search your company name right
now, what would they find? How much
of the information have you contributed
towards search results? Think SEO
for PR. The content you create could be
a resource for a journalist, blogger or a
prospect. Here are a few tips to ensure
your content is sharable and optimized:
Eliminate jargon
Use key words (Google AdWords or
Google Trends can help you identify

the best terms)
Hotlink and bold critical words and
phrases
Research free SEO tools
Use anchor links
Optimize the first 250 words
Be timely and relevant
Know your customers. What social
networks and which types of content
drive the most traffic to your site? What
time of day do people seem to engage the
most?
Dont be afraid to try out new tools
(and dont be afraid to toss them
aside if theyre not working). If you
think QR codes might be a hit for your
next campaign, go ahead and integrate
them. Keeping current with technology
is a core requirement of the social
publicist. Its important to know when to
Dont forget the conversation.

Participate in live Twitter chats to
connect with your target audience.
Consider virtual desk side briefings
for journalists and bloggers you cant
connect with in person.
Be your own producer. Broadcastquality video tools are now easy to use
and inexpensive. Learn the pocket video
camera, take an iMovie class, pick up a
decent microphone. You can capture, edit
and publish video in minutes.
Your audience, not you, decides whats
cool. Lets pretend you just created a
new social network for vegans who love
sparkling water. You are feeling pretty
good about it. Certain vegan influencers
like Anthony Kiedis and Andre 3000
will show up in no time. But they dont.
Perhaps fancy-water-drinking vegans
hang out on Facebook or Happycow.com.
If so, you should create an online home
that fully integrates with Facebook.
Translation: Create where the people are.
Learn your monitoring tools. If your

client or employer isnt willing to invest
in listening technology, dont worry.
There are several free tools on the Web.
Here are some: set up Google Alerts for
your name; the company; the companys
CEO, executive team, spokespeople,
and highly visible employees; and
competitors. Next create a digital
dashboard you can review at a glance.
Try a Web-based platform like Addicto-matic, which pulls in online mentions
across major search engines and social
platforms. Experiment with BlogPulse
to track who is mentioning your clients
on various blogs you can even find
links back to your clients and monitor
additional comments made on each post.
On average, it takes five separate
tactics to drive people to your blog or
Website. If you use the same tactic in five
different places it can feel spam-like to
those who connect with you in multiple
places. Invest the time to vary your
tactics, and customize messages to the
particular community you target. It will
make a big difference. Here are the five
tactics:
1. Who else wants to know? Think
about your content as a tool. Who
would view this information as helpful?
Send it to them. If you already have an
email distribution list set up, this may
be an opportunity to reach out. If not,
handpick people in your network who
may want to know and send it to them
with a personalized message.
2. Syndicate via social networks.
This is not a one and done technique.
Change up how you share on each
network. For example, on Twitter
you want to post something that has a
retweet factor. If your headline doesnt
cut it, pull a sound bite or quote along
with a link back to your post.
3. Pitch as part of a trend story.
Notice a lot of comments or other buzz
around your content? Think like a
producer and watch for bigger story
opportunities. What happens when you
identify an opportunity? Pitch where
appropriate. This could mean to a larger
blog, or to mainstream media outlets
looking for sources.
4. Monitor and respond to
comments. The best way to have your
content shared is via a third party. No
one believes youre great until someone
else says it. Respond to people who post
comments and create a community
around your content. Communities
support members, after all.
5. Reuse and repurpose. If the content
you created is relevant but not timely,
think about when you can use it again
in the future. Can you link back to it in a
future blog post? Is there a sexy sound
bite or two you can tweet out at a later
time (even if its the same day)?
David Armano is
EVP of Digital,
Global Innovation &
Integration at
Edelman Digital. He
blogs at Logic +
Emotion.
Do You
Believe in
Life After
Likes?
Measuring
Social
Business
By David Armano
Anyone telling you that they have
the measurement and ROI issue
solved in regards to social media
is exaggerating at best. While I
dont have enough space here to
dive as deeply into this topic as
I could, there are a few specific
points I would like to emphasize.
But first, lets do some level-setting
cut your losses, though. If you dont have

much to show for that QR code, scrap it
and experiment with something else.
33
Public relations professionals must

recognize that the communication
cycle the way information
originates, spreads and influences
has forever changed. We PR people
no longer own our corporate
messages assuming we ever did, of
course. But this ownership shift has
created a new, even more vital role
for the communications pro.
We can now help facilitate
conversations in social media, and
those discussions (between suppliers,
competitors, bloggers, consumers,
influencers, employees, even our family
and friends) can impact our brands, or
our clients brands, in meaningful and
measurable ways.
Behavior change can be looked at from multiple perspectives.

For example, if a large enterprise has determined that
X dollars can be saved annually if employees shift their
behavior from A to B, then success can be measured by
the percentage of shifts in the behavior from undesirable
to desirable (over time). Likewise, on the public front, if a
business finds itself in a crisis scenario and needs to stop the
bleeding, it needs to trigger a shift in actions (such as fewer
negative postings in public and more neutral or positive
expressions, often referred to as sentiment) to help reverse
opinions. From a marketing perspective, prompting desirable
behaviors is also linked to influencing thought and opinion.
Ratings, reviews and recommendations of products / services
all serve as significant purchase indicators. Apply a social
lens to these behavioral indicators (for example, sharing an
opinion via a social network) and you can begin to frame up
outcomes, which involve thought and action.
Economic Impact
34
Tweet This!
Economic impact attaches a value revenue generated

or money saved to a business initiative. It should not be
confused with metrics. Returning to the crisis scenario, a
business that has successfully averted or subdued a crisis
(leveraging social media) can reference benchmarks from
similar situations faced by other companies or their own
estimations to evaluate how much money the business saved
through taking appropriate action. Sales is of course the
obvious financial outcome, however even if tracking sales via
Construct A
Measurement
Framework
Measuring social business success

begins with constructing a
measurement framework, which maps
your objectives to the appropriate
strategy. A measurement framework
aligns KPIs (Key Performance
Indicators) with criteria to measure
against. For example, if your KPI is
visibility, your framework should be
structured around relevant, measurable
metrics, such as page rank in search
engines or designated networks.
Acquisition could also be another KPI,
which can be measured by fans and
followers. A desired outcome can be
ownership of a conversation or subject
matter. In this case measuring against
a KPI such as authority could include
metrics like shares, media mentions,
links, likes, embeds, traffic, and
comments. Some of these metrics can
be aggregated into things such as share
of voice or the approximation of how
relevant you may be to conversations.
A measurement framework based
Sales is of course the obvious financial

outcome, however even if tracking sales
via social activities is elevated to a
science, companies must also consider
how much more or less it might have
taken to achieve similar results using
other methods (such as traditional
media purchasing).
Analyze For
Meaning
The less frequently discussed aspect of

social measurement is effort, or the time
it takes to derive meaning from numbers,
data and fluctuations in metrics. A
measurement dashboard satisfies the
need for program architects to view all
types of information at a glance, but
while it offers up valuable information
on that what, a dashboard seldom tells
us why. Human intervention is needed
to determine why there might be an
increase in re-tweets around one form of
communication vs. another. Dashboards
can tell us what times of the day users
may be more and less active, but the
insights we derive from them requires
processing that transcends the display of
information.
Measure What
Matters
Measurement initiatives must begin

with serious consideration of the
desired outcomes. On the behavioral
front, raising awareness on an issue
or a successful adoption rate of a
platform can be sought after outcomes.
Advocacy can be another powerful
outcome for any organization. On the
economic impact front the outcomes
should be focused on determining if
money was actually made or saved.
The metrics you then choose to analyze
and report against align against these
outcomes from the beginning. Tracking
irrelevant metrics is like playing a
game with numbers instead of meeting
your business objectives. Start your
measurement initiatives with your goals,
objectives and outcomes and work your
way backwards toward what should be
measured. Take a holistic approach and
avoid the temptation to focus solely on
metrics that demonstrate only shortterm gain. Be prepared to update your
approach and framework as your social
business objectives evolve. And, most
importantly, get ready for life after likes
because its coming soon to a business
near you.
Wikipedia
Fundamentals
By William Beutler
William Beutler is an online reputation

management expert and has been an
active editor on the English-language
Wikipedia since June 2006. He is the
author of an influential blog, The
Wikipedian [link: http://thewikipedian.
net/ ].
Why Do I Need
to Understand
Wikipedia?
If your company has a Wikipedia

article, its probably one of the first
pages Internet users find when they
look you up. Although you may have
invested heavily in creating a high
quality corporate Website, many
Internet users prefer to trust what
they read on Wikipedia because they
consider the content to be independent.
Despite its shortcomings, Wikipedias
convenience has bred familiarity, and
its authoritative tone has bred trust.
Because the public turns to Wikipedia,
its essential that you understand how
to make certain that articles related to
your company or industry are accurate.
Furthermore, if your company lacks
a Wikipedia profile, its important to
understand whether or not it qualifies
for one.
One word of caution: If your
company doesnt qualify for a
Wikipedia profile, but you try to
shoehorn one in anyway, prepare for a
bumpy road.
For more, visit Eloquas Website [link:
http://www.eloqua.com/grande/Grande_
Guide_To_Wikipedia.html]
William Beutler is
an online reputation
management expert
and has been an
active editor on the
English-language
Wikipedia since June
2006. He is the
author of an
influential blog, The
Wikipedian [http://
thewikipedian.
net/].
Behavior Change
on applicable KPIs can be applied to

different facets of social business for
example separate ones can be developed
for customer service, marketing, sales,
R&D, etc. There are metrics which can
be shared across all of these functions,
but a framework should go deep in
identifying what needs to be measured
and where (what social properties).
The framework also should be flexible
enough to change as new data is
introduced.
35
conversations around measuring results must

move beyond fixating on single metrics such as likes
fueled by the Facebook ecosystem. While they may
be a desirable indicator of success, likes are one of
many metrics, and social business leaders must take
a step back to look at the big picture before putting
all your social eggs into one big integrated basket. A
great starting point when digging into measurement
is to organize your efforts into one of the following
outcomes: behavioral change and economic impact.
social activities is elevated to a science,

companies must also consider how
much more or less it might have taken
to achieve similar results using other
methods (such as traditional media
purchasing). In areas such as human
resources, economic impact can be
measured in quality and efficiencies
(such as recruiting better candidates in
less time leveraging social networks).
In customer service, it could spending
less on call centers because customer
advocates are helping others before
they ever have a chance to pick up the
phone. Simply put, economic impact is
money the organization saves or makes
integrating social initiatives into the
business.
36
1 0 Rules
for Social
Advertising
By Leslie Poston
1 Find Your
Audience
Assuming that you know where your

potential customers are can get you
into a situation where you over spend
on your ad budget. Taking the time to
research your target demographic and
find out where they spend their time
online and on mobile services will only
save you money and time in the end.
4 Maximize
Keywords
One way to avoid wasting your

money is to become a keyword
ninja. Sites like Google make it easy
with tools like the free Keyword Tool
(https://adwords.google.com/select/
KeywordToolExternal), but there are a
plethora of options out there for brands
looking to see what words bring them
the most traction, what words their
competitors use and what people search
for related to their industry.
5 Dont Forget
Your Calls to
Action
Marketers talk about calls to action

often. There is a reason for that: people
are simply more likely to engage with
your brand if you tell them to then
make it easy. Whether you have them
click a button, fill out a form, retweet
something for you or whatever else
you can think of, making it clear what
you need your potential customer to
do will make it that much more likely
to actually get done. Remember, social
advertising is all about engagement make it simple.
6 Drive Customers
Home (to Your
Webpage)
As a brand, you want to have a presence

on appropriate social networking sites,
but try to avoid having the sites be
your only online presence. Your best
bet for tracking metrics and enticing
customers to engage and buy is to have
a great website and use your social
advertising to drive customers to your
targeted landing pages.
8 Revere
Relevance
Make sure your social ads are relevant

to the audience they are being delivered
to. Advertising summers hottest tearaway jeans/shorts would be a great
fit for Facebook or Twitter, and even
geolocation services if you have brick
and mortar stores, but LinkedIn and
SlideShare most likely wont be a fit for
that clothing type or brand. In the end,
relevance is key.
9 Keep It Simple
Great use of keywords and appropriate

audience targeting are not going to
help you if you dont follow the KISS
rule (Keep It Simple Stupid). Once you
get your potential customer engaged
dont make it difficult to interact with
or participate in your ad campaign. The
less clicks you ask folks to make, the
shorter the forms you have them fill out,
the easier you make it for them to share
and interact, the better your social
advertising campaign will perform.
10 Engage and
Entertain
We all know the golden days of a

captive television or radio audience
are long gone, but the tendency to
broadcast is still there. Youre tossing
your brand voice into a sea of hundreds
of thousands of brand voices. People
choose which ones they listen to,
and the more engaging, human and
entertaining or informative you can be,
the more likely it is that they will choose
you. Once people choose a brand they
are 64% more likely to become brand
loyal to that brand.
Great use of
keywords and
2 Dont Overspend
appropriate audience
Do you really need to spend hundreds
of thousands of dollars on one ad
7 Beware
campaign? Are you paying attention
targeting are not
to your daily and monthly spend
Spreading
with ongoing ads that are charged to
credit cards and easily forgotten, like
Yourself Too Thin going to help you if
Facebook Ads, LinkedIns Display
Pick a couple of social advertising sites
Ads and the tried and true Google
at a time. Trying to blast the entire
you dont follow the
Adwords? The internet is a treasure
Internet with your social ads is not only
trove of information. Spend your time
a waste of money and time, but harder
KISS rule (Keep It
before you spend your money.
to track and fine tune. Less frequent,
higher quality ad engagement in a more
targeted and audience appropriate way
3 Keep It Short
Simple Stupid).
is always better.
If you thought mastering the 140
character tweet was easy, youre in
Tweet This!
Leslie Poston,
co-author of Twitter
for Dummies (Now in
its 2nd edition!) and
founder of
Magnitude Media, is
a speaker and leading
authority in emerging
media, transmedia,
content, brand and
business growth with
a concentration in
food, wine, spirits,
off-beat brands,
corporations, retail,
hospitality, music
and film
luck. Folks have a short attention

span, and youll need to use those
140 character elevator pitch skills
youve been honing to catch their eye
as quickly as possible, then use your
content skills to make their attention
stick to your brand long enough to
engage.
37
When you think of social advertising,

you might think of the ads you see
on the side of your Facebook profile
first, and you would be partially
right. Social advertising is about
advertising on social networks. Its
also about enticing people to interact
with your ads and your brand, not
just block them out.
Social advertising challenges the
brand to appeal to the customer in
new ways. After all, brands are not
always a welcomed participant in the
social Web. The idea is for your ad to
complement even augment your
audiences social experience and enhance
brand engagement and trigger purchase
transactions.
Social advertising is designed to
leverage what the ad platform knows
about the potential customers interests
and values. When executed effectively,
social advertising is a powerful brand
affinity tool. It can even inspire friend-tofriend recommendations, which is one of
the most powerful forms of advertising.
Executed poorly, social advertising may
result in critical (and permanent) brand
reviews and negative ad interactions
from blocking the ad to becoming the
latest negative Twitter trending topic.
Always be mindful of not only who your
audience is and where they congregate
online, but also what their values are and
how they want to interact with you.
So how do you go about doing it? How
do you engage your audience on social
ad platforms in a way that complements
their social experience? You start with
these 10 steps:
Epilogue
By Leslie Bradshaw
Tweet This!
Building on the whimsical energy

of the 2010 Social Media Playbook, our
Creative Director Christian Day and
CEO Jesse Thomas worked to develop
a more refined professional feel to the
2011 Social Media ProBook. Inspired
by iconic Americana, the portraits
serve as a baseball-card-meets-MadMen-Yourself image for each of the
contributors. And, like AMCs viral
Mad Men Yourself app (http://www.
amctv.com/madmenyourself/), as soon
as contributors started previewing their
Americana-selves as their Facebook
avatars (present company included),
not only did more folks raise their
hand to contribute but we also started
a groundswell of demand for the final
product.
If Ive learned one thing from creating
content with Joe, Eloqua and the JESS3
team, that I can pass on, it is this: Create
something bigger than yourself that
includes others in a fun and meaningful
way. A close second would be: Share
it early, often and in as many formats,
across as many channels as possible.
Which brings us to this, the final
product. And you finding it. A huge
thanks to all those who helped make it
happen and to all of you who have made
it this far in the reading to catch the
Epilogue.
39
38
If ever there was a need for evidence

that social media is fast moving and
always evolving, just pull out a copy
of our first Social Media Playbook
launched in June 2010 (http://
blog.eloqua.com/eloqua-socialplaybook/) and compare it to this
one launched only a year later. Not
only have the platforms matured
(and proliferated), but the audience
is markedly desirous of more
advanced information, insights and
instruction.
And, as much fun as Joe Chernov and
I had writing the first one, we knew that
a challenge of this magnitude required
many more minds. Digging deep into
our social graphs, Joe and I were on the
hunt for those who combined Thought
Leadership with Do Leadership. In
other words, we wanted people who not
only had great ideas about social media,
but had actually operationalized, tested,
refined and iterated on them. A lot of
talented doers didnt make it into this
rewrite, but theres always next time!
While JESS3 project lead Jenny
Redden wrangled the content (flying
in from all over the country, in every
possible tense and format) and Eloqua
editor Jesse Noyes refined the language,
the JESS3 design team started cranking
on the style, layout and individual
illustrations for the book itself.
Index
Armano
Addict-o-matic addictomatic.com
addictomatic
arrington
AJ Bombers ajbombers.com
facebook.com/AJBombersMKE
AJBombers
Alamo Drafthouse Cinema
facebook.com/alamodrafthouse?ref=ts
drafthouse
facebook.com/pages/Altimeter-Group/115161801561
altimetergroup
facebook.com/americanexpress
AmericanExpress
WilliamBeutler
LeslieBradshaw
chrisbrogan
drafthouse.com
Altimeter Group
altimetergroup.com
Jchernov
American Express
supnah
home.americanexpress.com/home/axpi
christianday13
AOL aol.com
facebook.com/aol
AOL
FrankEliason
Apache Wave
facebook.com/pages/Google-Wave/109671379059085?sk=info
googlewavedev
facebook.com/Bebo
AolBebo
Prsarahevans
incubator.apache.org/wave
Pistachio
Bebobebo.com
megfowler
BlogPulse www.blogpulse.com
blogpulse
algore
Chatterchatter.com
facebook.com/Chatter
JamieGrenney
Chillischilis.com/EN/Pages/home.aspx
facebook.com/chilis
Chilis
Chad_Hurley
Chipotlechipotle.com
facebook.com/pages/Chipotle/130236053658151
Chipotle
Cisco cisco.com/
facebook.com/Cisco
CiscoSystems
Citicitigroup.com
facebook.com/citi
citi
Columnfive Media
facebook.com/pages/Column-Five-Media/123721840987721
columnfive
justinkan
ChiliPeppers
infobeautiful
mattmckeon
rachelmercer
ScottMonty
noyesjesse
jowyang
iizLiz
Leslie
j_redden
bryanrhoads
ripetungi
columnfivemedia.com
Comcast comcast.com
facebook.com/pages/Comcast/150538791657327?sk=info
ComcastCares
CoTweet cotweet.com
facebook.com/CoTweet?ref=ts
CoTweet
Criterion Capital Partners
facebook.com/pages/Criterion-Capital-Partners/119018094848540
criterioncapital.co.uk/index.html
Deliciousdelicious.com
facebook.com/delicious
delicious
Digg digg.com
facebook.com/digg
digg
Disney Parks disneyworld.disney.
facebook.com/pages/Disney-Theme-Parks/46188854692
WaltDisneyWorld
facebook.com/eBay
ebay
go.com
eBayebay.com
Edelman Digital edelmandigital.com
facebook.com/edelman
EdelmanDigital
Steverubel
Eloquaeloqua.com
facebook.com/eloqua
Eloqua
dscheinm
Empire Avenueempireavenue.com
facebook.com/EmpireAvenue
EmpireAve
facebook
kevinrose
Facebook facebook.com
facebook.com
AdamSinger
Facebook Places
facebook.com/places/
briansolis
facebook.com/places
jess3
Fastcodesign
chrisirmo
Flickr flickr.com
jbruin
flowingdata.com
Ekaterina
duncanjwatts
jeffwidman
Flowtown
Focus
flowingdata.com
flowtown.com
focus.com
Ford Motor Company

Foursquare
GOOD
Google
ford.com
facebook.com/FastCoDesign
fastcodesign
facebook.com/flickr?ref=ts
Flickr
facebook.com/flowingdata
flowingdata
facebook.com/flowtown
Flowtown
facebook.com/pages/Focus/129447963768424
Focus
facebook.com/ford
Ford
foursquare.com
facebook.com/foursquare
Foursquare
friendfeed.com
facebook.com/friendfeed?sk=info
friendfeed
good.is
facebook.com/goodinc
GOOD
google.com
facebook.com/Google
Google
FriendFeed
Follow every contributor and person or company mentioned in The Social Media ProBook
on this Twitter list: https://twitter.com/#!/Eloqua/the-social-media-probook
fastcodesign.com
Tweet This!
David Armano, Edelman Digital

Michael Arrington, TechCrunch
William Beutler, The Wikipedian
Leslie Bradshaw, Jess3
Chris Brogan, Human Business Works
Steve Chen, YouTube
Joe Chernov, Eloqua
Brad Cohen, Jess3
Christian Day, Jess3
Frank Eliason, Citi
Sarah Evans, Sevans Strategy
Laura Fitton, Oneforty
Megan Fowler, Sametz Blackstone Associates
Al Gore
Jamie Grenney, Salesforce.com
Chad Hurley, YouTube
Justin Kan, Justin.tv
Anthony Kiedis, Red Hot Chili Peppers
David McCandless, Information is Beautiful
Matt McKeon, Google
Rachel Mercer, Brandcenter
Scott Monty, Ford Motor Company
Alan Mulally, Ford Motor Company
Jesse Noyes, Eloqua
Jeremiah Owyang, Altimeter Group
Liz Philips, Hewlett-Packard
Leslie Poston, Magnitude Media
Jenny Redden, Jess3
Bryan Rhoads, Intel Corporation
Robin Richards, Jess3
Kevin Rose, Digg
Steve Rubel, Edelman Digital
Daniel Scheinman, Cisco
Ward Shelley
Adam Singer, Lewis PR
Brian Solis, Altimeter Group
Jesse Thomas, Jess3
Chris Thompson, QC Industries
Jennifer van Grove, Mashable
Ekaternia Walter, Intel Corporation
Duncan Watts, Yahoo
Jeff Widman, Pagelever.com
Humongo brandflakesforbreakfast.com
Companies
41
40
People
Google Buzz google.com/buzz
facebook.com/googlebuzz
Groupon
facebook.com/groupon
groupon.com
Happy Cow
happycow.net
Hewlett-Packard
html5readiness
The Guardian
The History Channel
HappyCowGuide
The Luxury of Protest
LizatHP
www.hp.com
facebook.com/pages/Human-Business-Works/172038839482437
The Travel Channel

hyperakt
The Wikipedian
informationisbeautiful www.
facebook.com/pages/Information-is-Beautiful/204619742885045
infobeautiful
Tumblr
facebook.com/instagram
instagram
informationisbeautiful.net
Instagram instagr.am
intel.com
jess3.com
Klout
facebook.com/Intel
Intel
facebook.com/JESS3
Jess3
justintv
.justin.tv
facebook.com/kloutfb
klout.com
Lewis PR
lewispr.com
LinkedIn
linkedin.com
LivingSocial
livingsocial.com/deals/
facebook.com/LEWISPR
Klout
lewisprus
mashable.com
McDonalds
mcdonalds.com
facebook.com/magnitudemedia
facebook.com/mashable
facebook.com/pages/Twitter/20865246992
Twitter
Ustream
facebook.com/McDonalds
McDonalds
MySpace
facebook.com/NASA
NASA
National Geographic
facebook.com/natgeo
natgeo
nationalgeographic.com
NWScorp
newscorp.com
nutshellmail.com
oneforty.com
ustream.tv
facebook.com/ustream
ustream
facebook.com/VCUBrandcenter
VCU_Brandcenter
facebook.com/victoriassecret
victoriassecret
facebook.com/wikipedia
Wikipedia
brandcenter.vcu.edu
yahoo.com
Yammer
Yfrog
explore.live.com
www.yammer.com
yfrog.com
YouTube www.youtube.com
facebook.com/WindowsLiveDe
windowslive
facebook.com/yahoo
Yahoo
facebook.com/YammerInc
Yammer
facebook.com/pages/Yfrog/125060927538976?sk=info
yfrog
facebook.com/youtube
YouTube
Jonathan Kleiman is the owner of Canadian Registration No. TMA739234 for the mark
probook for a website that allows people to sign up,create an online profile, and meet other
professionals in any field.
facebook.com/pages/NutshellMail/107562165939574
facebook.com/oneforty
Oneforty
pagelever.com
facebook.com/PageLever
PageLever
www.peerindex.net
facebook.com/PeerIndex
peerindex
facebook.com/picplz
picplz
facebook.com/popchartlab
popchartlab
facebook.com/posterous
posterous
picplz.com
grader
tweet.grader.com
VCU Brandcenter
Yahoo
mashable
Twitalyzer
twitter.com
Twitter Grader
Windows Live
facebook.com/Myspace
plaid.co.uk
Pop Chart Lab

Posterous
Qik
tumblr
Twitter
magnitudemedia
NASAnasa.gov
Peer Index
facebook.com/tumblr
twitpic
LogoTV
MySpacemyspace.com
Pagelever.com
travelchannel
facebook.com/pages/Twitpic/60479593372
victoriassecret.com
MTV
Oneforty
facebook.com/TravelChannel
twitalyzer.com
Victorias Secret
facebook.com/MTV
Nutshell Mail
nydailynews
twitpic.com
LinkedIn
MTVmtv.com
News Corp
facebook.com/thenewyorkdailynews
thewikipedian.net
Wikipediawikipedia.org
mashable
facebook.com/pages/The-Luxury-of-Protest/164563783593947?sk=info
Twitpic
LivingSocial
magnitudemedia.net
Plaid
Twitalyzer
facebook.com/pages/Linked-In/215184321822
.logotv.com
Magnitude Media
picplz
travelchannel.
tumblr.com
facebook.com/livingsocialdailydeal
how_it_works
Logo TV
HistoryChannel
com
facebook.com/Hyperakt
Justin.tv
guardiantech
facebook.com/pages/History-Channel/132248903470929
theluxuryofprotest.com
Hyperakt www.hyperakt.com
Jess3
facebook.com/theguardian
nydailynews.com/index.html
humanbusinessworks.com
Intel Corporation
history.com
The New York Daily News
html5readiness.com
Human Business Works
guardian.co.uk
Groupon
popchartlab.com
posterous.com
qik.com
Quora
quora.com
Radio Shack
radioshack.com/home/
facebook.com/Qik
qik
facebook.com/quora
Quora
facebook.com/RadioShack
RadioShack
facebook.com/reddit
reddit
facebook.com/salesforce
Salesforce
reddit.com
Salesforce.com
salesforce.com
Sametz Blackstone Associates
Sametz
www.sametz.com
Sevans Strategy
sevansstrategy.
facebook.com/prsarahevans
prsarahevans
facebook.com/slideshare
slideshare
facebook.com/southerncomfort
southerncomfort
facebook.com/StumbleUpon?sk=wall
StumbleUpon
facebook.com/techcrunch
TechCrunch
Tweet This!
com/?page=Home
Slideshare
slideshare.net
Southern Comfort
southerncomfort.com/age.
aspx?ReturnUrl=%2fDefault.aspx
StumbleUpon
TechCrunch
.stumbleupon.com
techcrunch.com
Reddit
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With this resource,

Operational A Day in the

Eloqua Social Media ProBook

A few years ago at a 2007 Paley

Eloqua Social Media ProBook

Steve Rubel is EVP

StumbleUpon toolbar is an in-browser

Digg: Digg is the original social

Eloqua Social Media ProBook

news Website. It allows users to submit

Facebook, LinkedIn and Twitter

launched in 2007 as a social networking

Google Buzz: Google Buzz

is a social network that utilizes Googles

MySpace: MySpace was

founded in 2004 and grew into one of

April 2008. Later that year, the

The most interesting discussions always begin

Posterous, like competitor Tumblr

Brad Cohen is the

Eloqua Social Media ProBook

video sharing site launched out of

Flickr: The popular photo and

Tumblr is the preeminent micro-blogging

Justin.tv and Livestream, Ustream

Eloqua Social Media ProBook

Ustream: Like its competitors

The Justin of Justin.

and upload video directly from a mobile

Yammer: Yammer is a tool for

making companies and organizations

answer to Yammer is Chatter, a

As public social networks are evolving,

Social Q&A sites

Quora has taken the

Focus: Focus has been around

for longer than Quora, and, like Quora,

Empire Avenue is a stock market

Speaking of FarmVille, there any number

items and promoting products like shoes

Less than three

If you need more evidence that this is a

themselves caught in operational

Eloqua Social Media ProBook

Tumblr: According to many,

Qik: Qik allows users to record

entries simply by emailing the text and

Primum non nocere. First, do no harm.

Step Two: Marshal

Former US Vice President Al Gore

You have to measure something bigger

Once you have heard from your

diagramed several models that have

Youve got staff trained. Youve secured

Multiple hub & spoke

you begin your program in earnest.

Stop engineering. Get out there and

Reconfiguring your organizations

Eloqua Social Media ProBook

gives you an opportunity to effectively

Jeremiah Owyang is a partner with

experience to other business units.

Facebook and its members love rich