The new community rules

The New Community Rules: Marketing on the Social Web Tamar Weinberg Beijing  ·  Cambridge  ·  Farnham  ·  Köln  ·  Sebastopol  ·  Taipei  ·  Tokyo The New Community Rules: Marketing on the Social Web by Tamar Weinberg Copyright © 2009 Tamar Weinberg All rights reserved Printed in the United States of America Published by O’Reilly Media, Inc., 1005 Gravenstein Highway North, Sebastopol, CA 95472 O’Reilly books may be purchased for educational, business, or sales promotional use Online editions are also available for most titles (http://my.safaribooksonline.com) For more information, contact our corporate/institutional sales department: (800) 998-9938 or corporate@oreilly.com Editor: Colleen Wheeler Production Editor: Loranah Dimant Copyeditor: Amy Thomson Proofreader: Rachel Monaghan Indexer: Ellen Troutman Zaig Cover Designer: Karen Montgomery Interior Designer: David Futato Illustrator: Robert Romano Printing History: June 2009: First Edition Nutshell Handbook, the Nutshell Handbook logo, and the O’Reilly logo are registered trademarks of O’Reilly Media, Inc The New Community Rules, the cover image, and related trade dress are trademarks of O’Reilly Media, Inc Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks Where those designations appear in this book, and O’Reilly Media, Inc was aware of a trademark claim, the designations have been printed in caps or initial caps While every precaution has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions, or for damages resulting from the use of the information contained herein ISBN: 978-0-596-15681-7 [Vicks Litho] 1245784904 To my husband, Brian, who still seemed to tolerate me during crunch time I love you To our son, David Jacob, who arrived six weeks early and was by my side (or inside) the most as I was writing this book Welcome to the world, Little Man! Contents FOREWORD ix PREFACE xv AN INTRODUCTION TO SOCIAL MEDIA MARKETING Where We Are Now What Is Social Media Marketing? What Makes “Social Media” Marketing Different? A Brief Introduction to Social Media Portals The Web As a Means of Giving Consumers a Voice It’s Time to Join the Conversation Content Is Not King (Not by Itself, at Least) Are You Ready for Social Media Marketing? So What’s Next? Summary 3 11 15 15 16 17 17 GOAL SETTING IN A SOCIAL ENVIRONMENT The Hurdle: Overcoming Fear About an Uncontrolled Message Asking the Right Questions: Setting Goals for Your Campaign Making Your Goals SMART Researching Your Social Media Community Formulating Your Strategy When Should I Pursue Social Media Marketing? Summary 19 19 25 32 33 35 37 38 v ACHIEVING SOCIAL MEDIA MASTERY: NETWORKING AND IMPLEMENTING STRATEGY When Is It Appropriate Not to Respond at All? How Do You Monitor the Conversation? You’re Listening—What Now? Planning Your Social Media Strategy Networking Within a Social Medium Understanding and Listening to Your Audience The Importance of Giving Community Managers Power Accounts Summary PARTICIPATION IS MARKETING: GETTING INTO THE GAME The Cluetrain Manifesto: Markets Are Conversations 39 39 40 47 49 51 51 53 54 56 60 63 63 64 The “Participation Is Marketing” Phenomenon Graco Baby Case Study: “Participation Is Marketing” Translates to Brand Awareness and Exposure 66 Tyson Foods Case Study: We Have a Blog and We’ll Use It for Good 68 The Home Depot Case Study: Tapping into the Mindshare of Valued Customers 70 Caminito Argentinean Steakhouse Case Study: The Steakhouse That Engages Online Everywhere 73 Reputation Management 75 Network Solutions Case Study: Reputation Management by Listening 78 Reputation Management Monitoring: 12 Reputations You Should Monitor Online 79 Considering a Reputation Management Strategy 81 Summary 82 vi    Contents USING BLOGS TO COMMUNICATE, INFLUENCE, AND LEARN FROM YOUR CONSTITUENTS A Short History of Blogging The History of Blogs, 1998–2009: Who Is Writing and Who Is Reading? Blogs As Online Influencers How Blogs Are Consumed A Beginner’s Guide to Blog Platforms Writing for Blog Audiences How Blogs Are Discovered What to Do If Your Corporate Policy Disallows Blogging Summary 85 85 86 87 90 91 96 110 116 120 MICROBLOGGING MAGIC: HOW TWITTER CAN TRANSFORM YOUR BUSINESS A History of Twitter Twitter for Business Is Born Using Twitter How to Achieve Business Goals Through Twitter Other Business Uses of Twitter Tools of the Twitter Trade Summary 125 125 126 127 129 137 140 147 GETTING SOCIAL: FACEBOOK, MYSPACE, LINKEDIN, AND OTHER SOCIAL NETWORKS Introduction to Social Networking Sites Facebook: The Digital You MySpace: Personalized Connections Getting Professional with LinkedIn The Big Social Networks Abroad Summary 149 149 151 160 163 169 170 INFORMING YOUR PUBLIC: THE INFORMATIONAL SOCIAL NETWORKS Human-Edited Social Search Choosing the Best Answers: Using Yahoo! Answers for Social Media Marketing Other Q&A Websites to Be Considered in a Social Media Marketing Strategy Knowledge Is Power Create Your Own Wiki Summary 173 174 187 191 193 194 195 LEAVING YOUR MARK: HOW TO ROCK THE SOCIAL BOOKMARKING SPACE A Timeline: The Past, Present, and Future Using Social Bookmarking Sites Other Social Bookmarking Sites Summary 197 197 201 219 222 10 SOCIAL NEWS BRINGS YOU PAGE VIEWS The Wisdom of Crowds What Is Social News? What Are Social News Websites? The Big Players in Social News Summary 225 225 228 230 244 264 Contents    vii 11 NEW MEDIA TACTICS: PHOTOGRAPHY, VIDEO, AND PODCASTING Using Your Pictures to Market Yourself Beyond Stationary: The Video Marketing Guide Evangelizing Content Producers Through Photos and Video The Emergence of Podcasting and the Podcast Today Summary 267 268 283 295 296 299 12 SEALING THE DEAL: PUTTING IT ALL TOGETHER Identification: Telling People Who You Are The Social Media Workflow Revisiting Return on Investment Am I Done Yet? Strategizing in Social Media Communities Thinking Outside Social Media Communities: Face-to-Face Interactions Fostering Creativity Online Encourage “Old-School” Tactics, Too The Bottom Line Summary 301 301 302 303 305 308 310 312 322 323 324 A THE ULTIMATE SOCIAL MEDIA ETIQUETTE HANDBOOK 327 B RECOMMENDED READING 335 INDEX 337 viii   Contents Finally, a Word on Social Media Etiquette in General You’re leaving your digital signature on the Internet right now Think about the consequences of your engagement on any social site Racial slurs, criticisms without warrant, and blatant abuse don’t work in real life, and they likewise have no place in the social media channels simply because you are far more anonymous on these sites If you were living in New York and you walked up to a stranger with the same foul-mouthed comments that are rampant on many social media sites, you may never make it home Consider how your comments will be perceived before you actually post them and think about logic before emotion at all times Above all, think about maintaining a certain level of professionalism, since people can use whatever you make “permanent” on these sites against you Not all blogs will remove a comment after you’ve requested that they so, simply because you were angry when you wrote it Before you hit “post,” realize that this will be a permanent reflection of your identity and that it may never be erased It may even be used against you Conclusion Remember that social media communities are real relationships and real conversations, and you should treat them as such It’s not a me, myself, and I mentality It’s about the collective, the community, and the common good Endnotes http://www.techipedia.com/2008/social-media-etiquette-handbook http://www.techipedia.com/2007/13-reasons-why-i-am-an-obsessive-compulsive-facebook-user http://www.sphinn.com/story/89244 http://www.blogs.zdnet.com/feeds/?p=345 http://valleywag.gawker.com/5069442/linkedin-recommendation youre-fired http://www.techipedia.com/2007/11-digg-tips http://www.techipedia.com/2007/you-cant-own-the-community-without-understanding-them http://www.seroundtable.com/archives/018674.html http://www.pdxtc.com/wpblog/viruses-and-scams/peak-studios-actually-harming-clients 334 APPENDIX A APPENDIX B Recommended Reading Recommended Books Beal, Andy Radically Transparent: Monitoring and Managing Reputations Online, Sybex, 2008 Livingston, Geoff Now is Gone: A Primer on New Media for Executives and Entrepreneurs, Bartleby Press, 2007 Li, Charlene and Bernoff, Josh Groundswell: Winning in a World Transformed by Social Technologies, Harvard Business School Press, 2008 Gillin, Paul Secrets of Social Media Marketing: How to Use Online Conversations and Customer Communities to Turbo-charge Your Business, Quill Driver Books, 2008 Blogroll Chris Brogan Conversation Agent Dosh Dosh Mashable Marketing Pilgrim PR Squared 335 SEOmoz Social Media Explorer—Jason Falls Top Rank Blog 336 APPENDIX B INDEX Symbols @answerme, 192 A Aardvark (Q&A site), 193 Adobe AIR, 132, 139 advertising LinkedIn DirectAds, 169 paid advertising on Facebook, 157 on search engines, Alltop, 101 Answerbag, 192 answers (see question-and-answer knowledge exchanges) Answers section on LinkedIn, 164 Apple iPod Touch, 295 iTunes, promoting your podcast on, 298 Ask Metafilter, 192 Askville, 192 attainable goals, 33 Audacity podcasting tool, 297 avatars, 57 Flickr buddy icon, 270 in StumbleUpon reviews, 209 B Ballbug, 102 Bebo social network, 170 Berners-Lee, Tim, Best of the Web blog directory, 112 Better Business Bureau (BBB) complaints portal, 21 bit.ly URL shortener, 141 BlackBerry, Twitter on, 147 Blendtec case study, 29 blog carnivals, 114 blog comments and conversations, 45 blog directories, 112 BlogCatalog, 112 blogger outreach, 29, 117 Oh! Nuts case study, 117 Blogger.com, 94 blogging, 85 adding blog to MySpace profile, 162 alternatives to, 116 developing corporate social media strategy, 118 getting other bloggers to talk about you, 117 blogs as online influencers, 88 brief history of blogging, 85 corporate social media strategy for employee bloggers, 119 discovery of blogs, 110–116 blog carnivals, 114 blog directories, 112 memes, 115 using social media, 116 writing projects, 116 etiquette for, 333 guide to blogging platforms, 91–96 choosing a platform, 95 history of blogs, who is writing and who is reading, 86 how blogs are consumed, 90 microblogging with Twitter (see Twitter) photoblogs, 282 porting blog posts to Facebook, 151 power of, Apple stock market plunge in 2007, 89 usage figures, videoblogging, 294 visibility through, 32 writing for blog audiences, 96–110 content strategies for bloggers, 100 crafting the voice, 97 enhancements that work, 103 involving your audience, 107 techniques and tactics, 97 We’d like to hear your suggestions for improving our indexes Send email to index@oreilly.com 337 your blog as your home base, 308 Bloglines, 90 blogroll, 110 Blogroll, 336 blogs, (see also blogging) using other blogs to find inspirational subject matter, 101 Blubrry, 298 bookmarking (see social bookmarking) bookmarklets, 200 bots, 107 bounce rate, 26 brainstorming with your team on campaign strategy, 50 brand ambassadors, 27 brand awareness building on other social properties, 309 Burger King's branding attempt on Facebook, 159 increases in, 26 making consumers brand-aware, study of social media involvement in, 302 using Twitter for, 133 brand evangelists, 27, 54 brand, personal, building with Twitter, 137 Burger King, branding attempt through Facebook, 159 business cards, promoting social media initiatives, 302, 322 buyers for product or service, 34 C Caminito Argentinean Steakhouse case study, 73 Care2, 262 CC (Creative Commons) license, 278 CelebrityTweet, 144 Chumby, user photos of, 295 Clark, Brian, 98 cli.gs (short URL service), 140 client acquisition, using Twitter for, 135 CloudShout, 103 Cluetrain Manifesto, 63 Comcast in Google, 12 use of Twitter for client acquisition, 135 use of Twitter for customer service, 131 comments (blog) etiquette for, 333 involving readers across multiple websites, 107 keeping open, 110 communities creating your own social media community, 309 face-to-face interactions outside of, 310 338 INDEX giving to, importance of, 53 remembering after social media marketing campaign, 307 researching your social media community, 34 rules of engagement, 323 strategizing in social media communities, 308 understanding and listening to, 51 helping your friends, 53 newcomer's parable, 52 community managers, 54 Computer Tan website (Skcin), 312 consumer advice, dissemination via the Web, 11 Consumerist, 21 JetBlue story, 132 contact forms for blogs, 107 content building for social news sites, 238–244 researching preferred content for target audience, 35 content is not king, 15 contests, holding on blogs, 110 control of the message, giving up, 16 controversy on social news sites, 240 conversation, monitoring, 23, 39–46 never stop listening, 307 not responding at all, 39 other social channels, 45 using free tools, 40 using paid tools, 43 conversions resulting from social media marketing, 305 Coppermine photo gallery, 283 Copyblogger.com, 98 Coremetrics, 28 corporate social media strategy, 118 for blogging, 119 Creative Commons (CC) license, 278 customer reviews of products, 20 customer service Dell case study, 24 Get Satisfaction portal, 21 using Twitter for, 131 customers' enthusiasm for your products and services, sharing, 295 D Daily Blog Tips Blog Writing Project, 116 delicious.com, 10, 101, 201, 212–217 aid in content discovery, 216 aid in understanding your brand, 215 Bookmarks browser add-on, 213 social media marketing and, 216 tagging, 213 Dell Computer case study, cost of silence, 24 generating sales using Twitter, 129 DesignFloat, 262 Digg, 10 description of site, 245 etiquette for, 331 HD-DVD revolt of 2007, 226 Diigo social bookmarking network, 201, 217 disclosure (or transparency), importance of, 22 Disqus interactive commenting tool, 107 DMOZ blog directory, 112 domain names, 12 Dylan, Bob, interactive game, 317 E Edelman’s Wal-Mart campaign, lack of transparency, 22 Electronic Arts Sports game glitch, Tiger Woods walks on water, 36 email social media etiquette and, 333 using in social media marketing, 322 email alerts for blogs, 90 eMarketer, 88 Engadget, 59 reporting on Apple causing stock market plunge, 89 etiquette for social media, 327–334 Facebook, 328 FriendFeed, 332 in general, 334 LinkedIn, 331 social news sites, 331 StumbleUpon, 332 Twitter, 330 events, organizing with Twitter, 139 EveryStockPhoto, free stock photos, 104 experimentation, willingness for, 37 expertise recommending experts on LinkedIn, 166 sharing expert advice, 31 showing off on LinkedIn Questions and Answers, 164 ExpressionEngine blogging platform, 95 F face-to-face interactions outside of social media communities, 310 Facebook, 11, 151–160 Applications, 160 applications for marketing, 159 etiquette for, 328 Groups, user profiles, or fan pages, 159 Highlights, 153 Pages, 153 detailed statistics with insights tool, 156 paid advertising on, 157 profile customization and blog posts, 151 Facebook Markup Language (FBML), 159 Fark, 251 feedback, instant, getting with Twitter, 138 Feedblitz, 90 Feedburner, 90 Firefox, Twitter access via, 140 Flickr, 268–280 collections, 273 community features, 273 image statistics, 278 licensing images under Creative Commons (CC) license, 278 marketing on, 279 sets of photographs, 272 signing up for an account, 269 uploading photographs and adding description, 271 forums, 45, 322 Fred's videos on YouTube, 285 frequency of site visits, 305 Friend or Follow (Twitter tool), 145 FriendFeed, 277 etiquette for, 332 Friendster social network, 170 front page promotion on social news sites, 231 G galleries and photoblogs, 282–283 Gallery, 283 Galton, Francis, 226 games use in social media marketing, 316 using on social news sites, 239 Get Satisfaction (customer service portal), 21 Gillette ManQuarium interactive game, 317 giving, importance of, 53 Gizmodo, 59 goals for social media marketing campaign defining, 25 established thought leadership, 28–32 improved search engine rankings, 27 increased brand awareness, 26 increased sales, 27 increased traffic, 25 reputation management, 27 setting SMART goals, 32 Google frontrunner in social integration, 200 Picasa, 281 search results, 2001 versus 2008, 12 video sites, 292 Google Alerts, 40, 90 INDEX 339 using to find inspirational blog content, 101 Google Blog Search, 101 Google Reader, 90 Google Trends and Google Insights, 102 Graco Baby case study, 66 H job-hunting using LinkedIn, 163 using Twitter, 139 journalists using Twitter, 144 K Hacker News, 259 Hashtags (Twitter tool), 146 hi5 social network, 170 Home Depot case study, 70 how-tos, teaching users, 70, 320 kirtsy, 254 popular list on, 238 knowem.com, 309 knowledge exchanges (see question-and-answer knowledge exchanges) knowledge, power of, 193 I L identity, establishing in social media, 301 iGoogle, 90 IM (Instant Messaging), using in marketing, 322 image-sharing websites Flickr, 268–280 other, 280 images, 268 (see also photography) photoblogs and galleries, 282–283 using in blog copy, 104 using to tell a story, 318 ImageShack, 105 Immediate Future, study by, 26 increased traffic (see traffic boost to website) influence blogs as online influencers, 88 measuring for social media marketing campaign, 305 informational social networks (see social networks, informational) interest-based content discovery StumbleUpon bookmarking site, 201 Twine social bookmarking site, 220 Internet evolution, relation to social media marketing, iPhone third-party applications, 320 Twitter on, 147 iPod Touch, 295 Twitter on, 147 Israeli Consulate blogs, 39 use of Twitter as official communications channel, 136 Lifehacker, 60 link building, LinkedIn, 11, 163–169 Answers, 192 Applications, 169 Company Groups, 168 DirectAds feature, 169 etiquette for, 331 Groups feature for user groups, 167 Questions and Answers section, 164 Service Providers Recommendations Engine, 166 links driving relevant links to your website, measuring inbound links for a URL, 304 listening, 39 (see also conversation, monitoring) continual monitoring of community conversation, 307 finding out what community is saying about business or competitors, 34 requirement for, 23 lists using in social media marketing, 313 using on social news sites, 238 J Jarvis, Jeff, (blogger), 24 JetBlue acknowledging mistakes, 23 use of Twitter for customer service, 132 340 INDEX M Mahalo, 180–187 Answers knowledge exchange, 186 contributing to, 182 Greenhouse, for works in progress, 182 social networking on Mahalo Social, 184 structure of, 181 marketing tactics, traditional, 322 Mashable.com, 167 measurable goals, 33 MediaWiki, 194 Meetup.com, 311 meetups, organizing on Twitter, 145 Memeorandum, 102 memes, 115 Mento social bookmarking site, 220 Merchant Circle, 21 message boards, 45 message, uncontrolled, overcoming fear of, 20–25 microblogging, 125 (see also Twitter) mind mapping, 50 Mister Wong, 221 Mixx, 10, 248 etiquette for, 331 mobile applications, Twitter, 147 mobile devices, utilities for, 320 Motrin Moms campaign, 48 MovableType blogging platform, 93 considerations in choosing, 96 MrTweet, 145 Muck Rack (Twitter tool), 144 multilingual social bookmarking, 221 MyBlogLog, 103, 112 MySpace, 11, 160–163 creating your profile, 162 making sure you're not forgotten, 163 marketing, worth of, 163 networking and broadcasting profile to the world, 162 N Namecheap, use of Twitter to generate sales, 130 negative reviews in search results, 30 Netvibes, 90 Network Solutions case study, 78 NetworkedBlogs application, 153 networking within a social medium, 51 power account holders, 58 Twitter tools for Twitter, 144 understanding and listening to your audience, 51 using Twitter, 139 networks, social, 11 newcomer's parable, 52 news stories breaking news on social news sites, 239 controversial, on social news sites, 240 news stories on blogs, 102 news, social (see social news; social news sites) Ning, using in social network creation, 309 Nuance Communications study, 27 NutshellMall (Twitter tool), 146 O Obama inauguration streamed video, 284 Oh! Nuts case study (blogger outreach), 117 online publications, seeking increased page views and traffic, 29 open source web applications, 12 OpenSocial applications, 309 organic listings, Orkut social network, 170 P Pageflakes, 90 parents involved in social media, 66 participants in service offering, 34 participation is marketing, 63 Caminito Argentinean Steakhouse case study, 73 Graco Baby case study, 66 Home Depot case study, 70 Network Solutions case study, 78 for public relations professionals, 65 reputation management, 76 reputation management crisis, strategy for handling, 81 reputation management monitoring, 79 Tyson Foods case study, using blog for good, 68 pay-per-click, PBase photo site, 280 personal brand, building using Twitter, 137 personal statistics, tracking on Twitter, 143 Pew Internet reports, 86 Pew Research, 174 photoblogs and galleries, 282–283 PhotoBucket, 105 Photobucket, 280 photography, 268–283 evangelizing content producers through, 295 Flickr image-sharing site, 268–280 number of users uploading photos, other image-sharing sites, 280 photo-sharing sites, 45 photoblogs and galleries, 282–283 using photographs to tell a story, 318 using photos in blog copy, 104 using pictures on social news sites, 241 Picasa, 281 pictures on social news sites, 241 pingbacks, 98 pinging, 92 Pixelpost, 283 podcasting, 296–299 promoting your podcast, 298 starting your own podcast, 297 usage figures, PodPress tool, 298 PollDaddy, 110 polls and surveys on blogs, 110 INDEX 341 popular stories on social news sites, 101, 141 power accounts, 51, 56 building on social news sites, 234–238 commandments for power account submitters, 57 deciding whether to become a power user, 60 press conference by Israeli Consulate on Twitter, 136 press releases, unsuitability as blogger outreach, 117 Problogger.net, 98 profiles number of user profiles on social networks, social network sites, 150 Propeller, 251 Q quality of submissions, power user, 58 question-and-answer knowledge exchanges Mahalo Answers, 186 other Q&A websites, 191 Yahoo! Answers, 187–191 questions and answers in blogs, 107 Questions and Answers section on LinkedIn, 164 quizzes or questionnaires, 315 R Radian6, 43 reach (of your message), 304 readers of blogs, questions and answers with, 107 real simple syndication (see RSS) realistic goals, 33 recommendations of service providers on LinkedIn, 166 red tape (corporate), navigating, 50 reddit, 10, 246 etiquette for, 331 Remember the Milk, 139 reputation management, 13, 27, 76 handling reputation crises, 81 increased traffic and, 25 increasing search engine rankings, 76 by listening, Network Solutions case study, 78 monitoring, 12 reputations to monitor online, 79 negative search results, 30 using Twitter, 127 resource needs for campaign, 49 resources for further reading, 335 response to social media conversations, 47 being real, 48 return on investment (ROI), measuring success, metrics for social media marketing, 303 342 INDEX conversions and transactions, 305 frequency and traffic, 305 influence, 305 reach, 304 sustainability, 305 reviews customer reviews of products, 20 negative reviews in search results, 30 StumbleUpon page reviews, 204 StumbleUpon users, content reviews, 208 Ripoff Report (ROR), 21 risks, willingness to take, 37 Rowse, Darren, 264 RSS converting podcasts into RSS file, 298 defined, 85 integration by blogging platforms, 92 using to consume blogs, 90 RSS feeds, usage figures, S sales generating using Twitter, 129 increasing, 27 Samsung Omnia, unboxing video, 286 search engine marketing, search engine optimization, search engine rankings, 25 Caminito Steakhouse strategy for, 73 knowledge sharing and, 193 Mahalo and, 180 setting goal for improving, 27 social media results, 76 Wikipedia, 178 search engines, blog searches, 101 search results, 2001 versus 2008, 12 search results, negative reviews, 30 search tools, Twitter, 146 SearchWiki, 201 Sears Facebook Page, 154 Seesmic, 106 Seismic Desktop (Twitter client), 140 SellPoint study, 28 Shoutwire, 249 Skcin, Computer Tan website, 312 Skype, using for podcasts, 298 Slashdot, 258 Small Business Brief, 259 SMART goal setting, 32 SMM (see social media marketing) SmugMug, 280 social bookmarking, 10, 197–223 Diigo social bookmarking network, 217 future, integration into search results, 200 Mento site, 220 multilingual, Mister Wong site, 221 past, without help of social sites, 197 present, socially shared, 198 searching for specific tags, 101 social news sites versus, 263 Twine site, 220 using delicious.com, 212–217 using StumbleUpon, 201–212 social media adopting social media mindset, 310 aggregating your activity on, 277 blog discovery through, 116 bookmarking, 101 defined, etiquette for (see etiquette for social media) new tactics, photography, video, and podcasting, 267 photography, 268–283 Flickr, 268–280 recommended reading, 335 usage figures for, using podcasting, 296–299 using video, 284–295 YouTube, 287–292 social media communities (see communities) social media marketing, xv content is not king, 15 deciding when to undertake, 37 defined, defining goals for, 25–32 definition and description of, delicious.com and, 216 differences from traditional marketing, Diigo social bookmarking, using for research, 218 evangelizing content producers through photos and video, 295 Facebook Applications, 159 on Flickr, 279 formulating strategy, 35 goals and components of, joining conversation about your company or product, 15 other Q&A websites to consider, 191 putting it all together, 301–326 encouraging old-school tactics, 322 face-to-face interactions, 310 identifying yourself, 301 return on investment (ROI), 303 social media workflow, 302 strategizing in social media communities, 308 summary of important points, 324 sustained community interaction, 306 the bottom line, 323 viral marketing strategies, 312–321 readiness for, 16 Sphinn social news site, 256 using Yahoo! Answers, 187–191 web as disseminator of consumer advice, 11 social media portals, introduction to, social media strategy, corporate, 118 for employee bloggers, 119 social media, informational creating your own wiki, 194 power of knowledge, 193 social networking sites, 149–170 in countries outside the United States, 169 Facebook, 151 LinkedIn, 163–169 MySpace, 160–163 social networks, 11 usage figures, social networks, informational, 173–196 human-edited social search, 174–187 Mahalo, 180–187 Wikipedia, 174–180 other Q&A websites, 191 Yahoo! Answers, 187–191 social news, 225–229 definition of, 229 social nature of, 226 wisdom of crowds, 225 social news sites, 10, 230–265 achieving your objectives on, 234 building power account, 234–238 building right content, 238–244 definition and description of, 230 etiquette for, 331 factors in social news front page promotion, 231 general, 245–253 Digg, 245 Fark, 251 Mixx, 248 Propeller, 251 reddit, 246 Shoutwire, 249 socialmedian, 253 Yahoo! Buzz, 252 social bookmarking versus, 263 summary of important points, 264 topical, 254–262 Care2, 262 DesignFloat, 262 Hacker News, 259 kirtsy, 254 Slashdot, 258 Small Business Brief, 259 INDEX 343 Sphinn, 256 Tip’d, 255 WeHeartGossip, 260 social web applications, 12 socialmedian, 253 Socialradar, 45 SocialToo (Twitter tool), 145 Society for New Communications Research, 27 Southwest Airlines corporate blog, 97 spam protection for blogs, 107 specific goals, 33 Sphinn, 256 etiquette for, 331 spidering, 77, 83 “State of the Blogosphere” report, 86 stock photos, free, 104 strategy formulation, 35 how employees will integrate social media strategy into their jobs, 36 readiness to handle any negative backlash, 35 willingness to take risks and experiment, 37 strategy, implementing, 39–61 community managers, 54 deciding whether to become power user, 60 importance of giving, 53 listening and responding, 47 monitoring the conversation, 40–46 networking within social medium, 51 not responding at all, 39 power accounts, 56 understanding and listening to your audience, 51 strategy, planning, 49 streaming videos, 295 StumbleUpon, 11, 101, 201–212 etiquette for, 332 interacting with tags, 211 Share feature, 207 signing up with, 202 stumbling and reviewing content, 208 understanding StumbleUpon user page, 209 using the toolbar, 202–208 account-specific features, 205 Sumo Lounge, 29 Surowiecki, James, 226 SurveyMonkey, 110 surveys on blogs, 110 sustainability of social media marketing results, 305 SXSW (South by Southwest) conference, Twitter at, 126 T tagging, 199 photographs on Flickr, 271 344 INDEX search results integration and, 200 searching for tags on social bookmarking sites, 101 social news sites and, 264 StumbleUpon tagging window, accessing, 203 using delicious.com, 213 using to monitor conversation, 46 tags defined, 199 interacting with on StumbleUpon, 211 TalkShoe, using in podcasting, 298 teaching users how to something, 320 Home Depot case study, 70 Techmeme, 102 Technorati, 41 blog directory, 112 blogosphere report, 2008, 86 using for blog search, 101 thought leadership establishing, 28–32 establishing on LinkedIn Answers, 164 establishing using Twitter, 137 time and energy commitment to social marketing, 16 deciding how employees will handle, 36 timely goals, 33 TinyPic, 280 TinyURL, 141 Tip’d, 255 etiquette for, 331 tools and services, finding which your target audience uses, 35 tools, building to help customers, 320 Touchbase Blog, 135 trackbacks, 98 Trackur, 43 traditional marketing tactics, 322 traffic boost to website measuring, 305 questions to ask when defining goal, 25 transactions resulting from social media marketing, 305 transparency, importance of, 22 trends, finding on Twitter, 141 TubeMogul, video viewing data, 293 twazzup search tool, 146 TweetBeep, 41 TweetDeck, 140 TweetScan, 146 TweetStats, 143 Twellow, 144 Twibs, 144 Twine social bookmarking site, 220 twinfluence (Twitter tool), 143 Twinkle, 147 Twist (trend tracker for Twitter), 141 Twitscoop, 141 twitt(url)y, 141 Twitter, 41, 125 achieving business goals with, 129 brand awareness, 133 client acquisition, 135 customer service, 131 generating sales, 129 Twitter as official communications channel, 136 Answers, 192 for business, 126 clones, Yammer, 139 crisis communications in Mumbai attack, 127 etiquette for, 330 Facebook account, 153 handling of reputation management crisis, 82 history of, 125 inclusion on business cards, 302 other business uses, 136 building personal brand and establishing thought leadership, 137 getting instant feedback, 138 job-hunting and organizing events, 139 networking with like-minded individuals, 139 at SXSW (South by Southwest) conference, 126 tools, 139 additional listings, 148 clients, 140 finding trends, 141 managing friendships, 145 mobile applications, 147 search functionality, 146 searching for people to follow, 144 tracking personal statistics on, 143 URL shorteners, 140 using, 127 Twitter Grader, 143 TwitterBerry, 147 TwitterCounter, 143 Twitterfon, 147 TwitterFox, 140 Twitterholic, 143 twtvite, 145 Twubble, 144 TypePad blogging platform, 94 Tyson Foods case study, 68 U uncontrolled message, overcoming fear of, 20–25 Universal McCann's Wave report, universal search, 76 Upcoming.org, 311 URL shorteners for Twitter, 140 URLs inbound links to, 304 tracking discussion of on Twitter, 141 user-generated content, 88 USTREAM, live streaming of videos, 295 V Verizon, use of Twitter for client acquisition, 135 Viddler, 106 Viddler video sharing service, 73 video-sharing sites other, 292 Solution Stars Video Conference, 78 use by Home Depot to teach customers, 71 using for monitoring, 45 YouTube, 285–292 videoblogging, 294 videos, 284 creating, 288 creating for product awareness, 29 evangelizing content producers through, 295 incorporating into blog posts, 106 number of user video uploads, participatory or interactive, 316 sharing on Digg, 229 on social news sites, 240 teaching users how to something, 320 using for marketing on MySpace, 163 Vimeo, 106 viral marketing, viral marketing strategies, 312–321 building a tool, 320 lists, 313 participatory and interactive video or games, 316 quiz or questionnaire, 315 teaching users how to something, 320 telling story with images, 318 visibility through blogging, 32 visuals in blog copy, 104 W Wal-Mart campaign, lack of transparency, 22 web applications, social, 12 web crawler, 77 websites, finding for social media community, 34 WeFollow (Twitter), 145 WeHeartGossip (subreddit), 260 WeSmirch, 102 widgets, incorporating into blogs, 103 WikiAnswers, 191 Wikipedia, 46, 174–180 INDEX 345 entry structure, 175 revision history, 174, 177 social media optimization, 178 wikis creating your own, 194 defined, 174 Wisdom of Crowds, 226 Woods, Tiger, EA sports game glitch, 36 WordPress blogging platform, 92 considerations in choosing, 96 PodPress plug-in, 298 writing projects, blog discovery through, 116 WYSIWYG editors for blogs, 91 Y Yahoo! Answers, 187–191 associating yourself with your business, 190 encouragement to self-promote, 190 finding questions to answer, 190 giving back to the community, 189 monitoring and keeping abreast of questions, 191 promoting your business on, 189 Yahoo! Buzz, 252 Yahoo! Site Explorer, 304 Yahoo!, ownership of Flickr, 268 Yammer, 139 Yelp, 21 Yoono! social network, 23 YouTube, 285–292 creating videos for, 288 etiquette for, 332 Home Depot channel, 71 Insight tool for viewing statistics, 291 promoting your video, 289 Z Zappos, use of Twitter for brand awareness, 134 Zooomr, 281 346 INDEX ABOUT THE AUTHOR Tamar Weinberg is a writer and Internet marketing consultant specializing in blogger outreach, viral marketing, and social media She maintains a personal blog about all things social media at http://www.techipedia.com She lives in New York City with her husband and son COLOPHON The cover font is Adobe ITC Garamond The text font is Linotype Birka; the heading font is Adobe Myriad Condensed; and the code font is LucasFont’s TheSansMonoCondensed ... The New Community Rules: Marketing on the Social Web Tamar Weinberg Beijing  ·  Cambridge  ·  Farnham  ·  Köln  ·  Sebastopol  ·  Taipei  ·  Tokyo The New Community Rules: Marketing on the. .. 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