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"Being highly visible in the
new world of social media"
A presentation by
Jared Evans
Copyright © 2009
Your blog’s reputation:
Why bother at all?
Many hours spent creating posts on your blog.
You want people to easily find your posts and benefit from your
insights.


Making a good impression on your visitors can lead to new
opportunities down the road.
•
•
•
Be offered work contracts
Make new friends.
Get tapped for interviews or presentations
In these difficult economic times, referring to your blog may help give
you an edge over other candidates when looking for jobs.
How to shine on your blog
•
Interesting information/discussion?
“Stimulating and thought-provoking”
•
Useful and solves a problem?
“Blogger did the hard work and found a solution for me”
•
Original and creative?
“Entertainment”
•
Exclusive or hard to get information?
“Blogger had the access or knew the right people”
•
Timely?
“People like to read about hot current events”
Optimize your blog for…
The #1 search engine
66% (2/3) of all searching on the Internet!
It’s Google’s Internet.
If a website isn’t found on Google, it may as well
not exist. (who would be able to visit?)
Attracting the clicks

Eye-catching title and attractive summary quickly tell
potential visitors why they should visit.

Search results only show the title and a short summary,
so make the best use of these valuable pieces of text!

Use relevant keywords in your title. This is most
important! Many potential visitors may look at only the
title to determine whether or not to click and visit your
blog.
>>The revenge of the non-bloggers!<<
•
Blogs can be hard to setup and maintain! Time
consuming to gather, research, and review information to
make sure the post is well written or signed.
Many don’t bother.
•
Facebook simplifies almost all of the work.
Sign up, connect with friends, and start posting!
Can do quick status updates, photos and video clips.
Facebook
•
Easy for users to start using Facebook by finding and
connecting with friends right away.
•
I was able to easily find 580 friends on Facebook and
some people have 1,000 or more friends!
A closer look at relationships inside Facebook shows
they are symmetrical. HUH???
The type of relationship has big implications on how well a
social media site can reinforce bloggers.
Symmetrical nature of
Facebook friends
•
•
•
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Before two people can share with each other, both of
them must approve the other as a friend.
This is a 1-to-1 symmetrical relationship.
Results in clear user identities. Everyone on Facebook
actually uses their real names!
In contrast to the anonymous nature of Internet
where people may have no or odd usernames that have
nothing to do with their real names.
Your Facebook friends are people you know personally
or are acquainted with. No strangers lurk around your
profile.
symmetrical relationships
lead to…
•
More focus on the personal relationships with your
friends
•
What’s popular on Facebook:
• Pictures of friends, parties, weddings, trips, newborn
babies, family, etc.
•
Facebook sharing tend to be positive and leans towards
superficial details about daily life.
What do
symmetrical relationships
look like?
•
My Facebook friends are mostly deaf. Deaf community
is small and many friends know each other. “It’s a small
world.”
•
What if could draw lines between friends if they know
each other?
•
Get an idea of what the interconnectivity of the Deaf
community looks like?
Graph of
symmetrical relationships
•
The interconnectivity of the Deaf community:
Implications of
symmetrical relationships
•
High level of interconnectivity ensures
that information travels fast within this
tight-knit group of friends.
To recap about Facebook:
• Easy to use
• Easy to find friends
• Clear user identities
• No strangers or anonymous users
• Easy to post/view photos and video
clips.
•
So what’s not to like??
Implications of
symmetrical relationships
•
Facebook can be a double-edged
sword, especially for blogs.
•
Your “sphere of influence” is limited to
one degree. You can’t reach outside
this circle.
•
Facebook doesn’t have a strong
culture of re-sharing items with their
friends.
•
More difficult to break out of this circle
to spread your information to other
users who aren’t your friends!
Implications of
symmetrical relationships
•
Large degree of overlapping within
this set of friends.
•
Many friends will see the same
information again if re-shared by other
friends.
•
Example: All those VRS service
announcements that show up several
times if re-shared by friends.
What about
Facebook groups?
•
Facebook groups for nearly everything and many
causes. Allows you to join other users outside your
circle and talk about the cause.
•
Despite some groups having thousands of users, have
not seen any concrete examples of success in affecting
political changes in the real world. Facebook Groups
are similar to online petitions. Easy to sign up but
rarely any further action is taken.
•
Not clear yet, if at all, how Facebook can be used
effectively to push for changes.
Is Facebook helpful
for blogs?
•
Facebook too comfortable of a place to bring up thorny
political issues or activism?
•
Only a place to go and see updates about your
friends?
•
When limited only to your circle of friends, it’s difficult to
start a wave of action on Facebook and it easily dies
out.
•
Facebook may not offer strong reinforcement for
bloggers.
Starting to gain steam
within the Deaf community
•
Unlike Facebook, Twitter is based upon asymmetrical
relationships.
Twitter is more “open” than Facebook and allows more
ways to interact between users:
•
•
•
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You can follow anyone.
Anyone can follow you.
You can see anyone’s updates before following them.
You can send a message to anyone.
Following on Twitter
•
Unlike Facebook, there is no need to approve people to
follow you.
•
No limits for number of followers.
•
Some people have thousands of followers. A few
celebrities have millions of followers! They can get
attention of many people instantly.
Tweeting and ReTweeting
•
Two things make Twitter a powerful communication
medium: Tweeting and Retweeting (RT).
•
When you update your Twitter status, you are “tweeting”
to your followers.
•
If some of your followers liked your tweet, they can
retweet (RT) and spread your tweet to their followers.
Tweeting and ReTweeting
Tweeting
250 followers with 4 retweeting
Retweeting
800 users total
Can Twitter reinforce blogs?
•
Important thing to remember: Tweets can only be 140
characters or less. Just sufficient for a single thought or
comment.
•
Hence, they cannot replace blogs. Still need blogs for
content with in-depth coverage.
•
Twitter can be used to pass along links to blog posts.
•
Twitter and blogs work very well together. Twitter now
#1 source of traffic for some blogs.
How Twitter and blogs
conquered Netflix in 14 days
•
Recent example of how Twitter and blogs worked
together for the Deaf community.
•
May 29, 2009: The annual Netflix shareholder meeting
Blogger Matt Rafat asked CEO Reed Hastings about
adding captions to Netflix movies online.
CEO: “Other sites don't caption their online video and
technology isn't ready yet. Adding captions isn't an active
agenda item. DVDs are good enough.”
Basically, Netflix lied to deaf customers after "promising"
captions for over two years.
How Twitter and blogs
conquered Netflix in 14 days
•
Within minutes: First shots fired by blogs
•
Two bloggers, Jared and Jamie Berke, blogged their
disgust about CEO’s remarks. DeafRead publishes and
draws the initial attention to the blog posts.
•
Set off additional comments about this event on other
relevant blogs.
•
Some people publicly cancel their Netflix accounts.
How Twitter and blogs
conquered Netflix in 14 days
•
•
Within hours: Ignition on Twitter
Aggressive outreach to Twitter users by pointing them
towards the blog posts and comments.
•
A twitter user with 2,000 followers tweeted about it. She
is well-known in high-tech Silicon Valley (where Netflix is
based).
•
Frequent retweeting by several “small-time” Twitter
users with lower number of followers to keep on
spreading the news to others.
•
Marlee Matlin, at this time, has only 1,000 followers and
doesn’t yet know about the Netflix event.
How Twitter and blogs
conquered Netflix in 14 days
•
Next few days: continued pressure
•
Several more blog posts about the lack of captions on
Netflix
•
One deaf blogger talking about Netflix’s lack of captions
gets 4,400 views via DeafRead.
•
Many tweets continue inside Twitter about Netflix
How Twitter and blogs
conquered Netflix in 14 days
•
June 4: The tide turns
•
Marlee Matlin catch the wind of the protest and goes on
a rip about Netflix and the lack of captions. At this time,
she is up to 5,000 followers.
•
Her star power packs an extraordinary punch.
•
Marlee’s constant tweeting and retweeting, including the
subsequent retweeting by her followers starts the
#caption trend on Twitter.
•
Netflix’s own twitter account is aggressively targeted by
many tweets.
How Twitter and blogs
conquered Netflix in 14 days
•
June 11: Increasing the pressure on Netflix
•
Marlee Matlin gets Kirstie Alley to retweet about Netflix’s
lack of captions to her 51,000 followers.
•
Marlee experiences a big increase in followers and
grows to 10,000. Only seven days earlier, it was at
5,000!
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Marlee continues to tweet about Netflix and encourages
her followers to spread the word by retweeting and
complaining to Netflix directly.
How Twitter and blogs
conquered Netflix in 14 days
•
June 12: Victory?
•
Netflix caves in and openly promises on their official
blog that online captions will happen within a year.
•
The overall bad PR for Netflix brought in over 8,000
letters and calls about the lack of captions.
This real world example shows how Twitter and blogs can
complement each other to push for real results.
Value of asymmetrical
relationships
•
Having a celebrity with thousands of followers take the
lead was probably the most significant contribution to a
successful outcome.
•
Asymmetrical relationships on Twitter made it possible
for Marlee Matlin to have thousands of followers. This
would be impossible on Facebook.
•
Today, Marlee has 14,000 followers but she is only
following 80 people.
•
What is special about these 80 people? Here, Twitter
again shows the value of those relationships.
Thank you all for coming!
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