Look out. Twitter is way cool again.
Jan 12th
Happy to welcome my daughter Lauren Schaefer back as a guest blogger on {grow} …
Hello readers! It has been too long and I’ve missed you! I’ve been a bit busy graduating from college, moving to New York City, starting my job as a professional event planner and writing my own blog that has nothing to do with social media. But now I’ve had some time to breathe, so time to write!
As I have immersed myself in this new “young-professional” role, I’ve been noticing some social media trends among my twenty-something peers that you might find surprising. What’s hot? What’s useful? What do we not give a crap about?
Here are some intelligent and good-looking opinions on the platforms that we loathe and love:
Twitter: Among young professionals, Twitter is becoming the holiest of holy. The exclusive and elite. The smart and creative. You can be witty, you can be hip, #YouCanComeUpWithHashtagsThatAreSoBrilliant. And best of all, grandma — who is all over Facebook — doesn’t know about it. Twitter is the world without the politics and drama of Facebook and it is the coolest of the cool right now.
LinkedIn: Every day I receive new notifications from my classmates. FINALLY. Hop on board friends. It’s been a realization for my group that not only is this a tool we need while looking for our jobs, it’s also necessary to keep movin’ on up.
Facebook: No, we’re not leaving Facebook. My generation will never really let go of Facebook. We’ve gone through too much together. Too many photos, too many exes to stalk, too much history together. But we have also trudged through all of the constant change Facebook has put us through and frankly, it’s exhausting.
Among my peers, there are two classes of people on Facebook — those on Twitter and those who aren’t. Those who are “Twitter-less” continue to post their lives, their trials, their tribulations on FB. But those of us on the 140 character machine, bitch openly on Twitter and “family-friendly filter” on Facebook. Twitter is the conversation. Facebook is just a place to archive photos post lame jokes. We can have Facebook open at work because we’ll never post anything incriminating there. Twitter is where the juicy stuff lives.
Google+ In a word, FAIL. Seriously. We don’t give a crap about our impact on SEO. I joined and built my “circles” and there have only been two updates ever … and one is from my mother saying, “great , something else I need to update. ”
Everything that is cool about Google+ can be found somewhere else and we’re already happy and comfortable with those other platforms.
Now, let’s talk about a hot social media site for the young professional crowd and you probably have never heard of it: OK Cupid.
Yep. A dating site.
But there is something very interesting going on here. Once I got past the initial “creepy” factor of realizing that I’m old enough to be on a dating site, I discovered an exciting new social networking model emerging here. It’s kind of like a combination of Facebook and Twitter for people you don’t know — people who are not currently your friends but who might become your friends, or in Cupid-terms, an “adventure buddy.”
Many of my friends are now spending more time on OK Cupid than Facebook. They are finding it fun to socialize, share restaurant recommendations, chat about music and books, etc. with new people who have similar interests.
Of course there are other social sites but I’m over my word limit and Dad is ringing the bell.
What do you think about these observations? Any surprises?
Lauren Schaefer is a recent college grad, new NYC resident, and nonprofit event planner with an interest in all things social media. She documents her new journey as a young professional at her blog From the Fifth Floor. Twitter: @leschaef
7 ideas to turn PowerPoint slides into social media marketing gold
Nov 15th
Although PowerPoint has been around for years, it is still the king of presentation software tools. It is an absolutely critical arrow in my business marketing quiver … and for some reasons that might surprise you!
Here are seven ideas to use PowerPoint slides to create new value for your social media marketing efforts:
1. Populate Slideshare
When I teach my classes to experienced marketers, I am always surprised to learn how many people have never heard of SlideShare. This is one of the fastest and easiest ways to start to populate the social web with great content because face it, we ALL have PowerPoint presentations!
Quick story to illustrate the power of this platform. Before a class one day, I uploaded my presentation slides to SlideShare so the students could access them later. Within an hour, the slides had already been viewed 150 times — none of the views were from students, because I had not taught the class yet! It’s free, it’s fast, it’s flexible and there is a premium option that allows to you to collect detailed analytics on your views. Do it.
2. Spice up a blog post
You need to have some kind of entertainment value in your blog posts to keep people’s attention these days. One of the easiest ways to do this is to mix up the media you use. If you have a PowerPoint slide deck that you want the world to see, why not embed it in your blog post?
I’m not a techie kind of guy but even I can do this! One of the sharing options under each SlideShare presentation is “embed.” Copy this code, paste it in the “HTML” view of your blog editing platform and voila! You have a great multi-media blog post.
And keep in mind, you also have the option to share other great presentations you find on SlideShare. This is an easy way to find excellent content and spread the social media love to somebody who has created something great.
3. Embed in LinkedIn
Did you know that you can display Slideshare presentations in your LinkedIn profile? This is a simple and effective way to show what you can do to prospective employers, clients and business partners. Why not include a compelling description of your business or a captivating graphical resume? Here is how PowerPoint presentations show up on LinkedIn:
4. Create your art
I’ll let you in on a big secret. You know those funny illustrations I include with my blog posts? I don’t use PhotoShop. I have used PowerPoint to create every original illustration I have ever used! The latest version of PowerPoint has rich photo editing capabilities for the blogger on the go. I don’t have a whole lot of time to create these blog post graphics. I need to whip something up in 10 minutes or less. The ability to manipulate art, add text, shapes and other objects is perfect for the busy blogger.
The illustration below shows how I used some fo these tools to create a recent blog post graphic:
5. Make an eBook
What is an eBook any way? Is it a book? Is it a brochure? Some of the best eBooks I have seen are simply enhanced Powerpoint presentations. PowerPoint is an ideal format to combine content with interesting graphics and illustrations in an effective and inexpensive way. My free blogging eBook was originally created in PowerPoint.
6. Integrate social aspects with traditional marketing projects
I’ve been thinking about ways that companies can get content to move virally within an organization and certainly PowerPoint has to be a key ingredient. Think about leveraging a PowerPoint presentation to connect with customers in a number of ways. Let’s say you have created a helpful PowerPoint presentation to teach people how to save money with one of your products. Think about what you can do to leverage this deck within a social media strategy:
- Post it on Slideshare. Shorten the link on bit.ly so you can track all clicks to the link.
- Embed the SlideShare post on your blog
- Have all sales employees highlight the post and bit.ly link on Twitter, Facbeook and LinkedIn updates
- Use the presentation link to be helpful (not “salesy”) in Q&A forums like Focus, Quora, and LinkedIn Group Discussions
- Embed the presentation in your customer eNewsletter
- Encourage your sales team to use the link to be proactive in helping customers with this value-added content
7. Create premium content
One of the cool thing about SlideShare is that you can make the presentations private. This way, you can easily create exclusive VIP content that requires a password to your most valuable customers and business partners.
What is the most creative way that you use PowerPoint? Why not share some ideas in the comment section? Thanks!
Social media pioneer says technology will transform education
Nov 13th
LinkedIn Co-Founder Reid Hoffman is sitting on top of the digital world.
Hoffman helped create one of the world’s most successful social media platforms. He dominated his niche and monetized his idea. His company’s IPO assured that he has the financial resources to fund his dreams and passions for the rest of his life. And a particular passion is education.
I caught up with Hoffman at a special event hosted by the U.K Consulate in New York City that honored Marshall, Rhodes and Fulbright Scholars. Hoffman, a former Marshall Scholar, used his pulpit to articulate his vision for how technology should be transforming the educational system.
“Education is about giving people the tools they need to to navigate the world,” he said. “And the current system, at least in the United States, is failing to do that.”
An adaptive learning system?
Hoffman characterized the current system as a “factory model of education” where everybody gets the same set of tools to navigate the world one way … which is inconsistent with the “arc” of most people’s lives.
He pointed to his own frustrations with the education system as his inspiration to speak for change. “I was interested in starting software companies and found there was a whole set of work skills that was completely foreign to me. Based on my education, I was unprepared to navigate this world. How do you work as a team? How do you organize and inspire people? How do you bootstrap a business? I was learning this by randomly bumping into walls.”
Hoffman believes technology can be used to create an “adaptive learning system” that nurtures the “arc” of an indvidual’s passion and interests. “Today, with a few million dollars you can create a digital platform that changes millions of lives. You can do the same for education. We have never had that opportunity before in our history.”
Transforming education through technology
“Technology can humanize education and put the content in contextually relevant new ways,” he said. “We can use data to continually improve the processes based on a student’s success and performance to adjust to their individual arc and capabilities.”
He pointed to several projects (some are his investments) as examples of applying technology in ways to create new educational models:
Grokit is a platform to help students prepare for standardized testing. ”I like this because you get like-minded students to teach each other using underlying content, game theory, and small group discussions.”
Edmodo is a social network for teachers and students. It provides a safe and easy way for teachers to connect and collaborate, share content, and customize the classroom for every learner. “If Facebook is the social graph, and LinkedIn is the professional graph, Edmodo is the educational graph, ” Hoffman said.
Kahn Academy provides 2,700 free, high-quality lectures on a variety of academic topics. “Wouldn’t students prefer to learn from an outstanding video than a live teacher who is perhaps not so great? That way we can turn the classroom into a place focused on interaction instead of a place where children sit quietly for eight hours.”
Re-inventing the classroom
Hoffman said that technology could have a disruptive impact on how schools are organized. “Maybe you hear the lecture before you ever get to the classroom at a time when your attention is at its peak. Teachers become facilitators instead of having the pressure for all the content creation. There will always be value in kids gathering together to learn, if for no other reason than parents need to go to work!
“Technology opens up the educational echo chamber by introducing the possibility of learning from a variety of experts and perspectives. It creates an opportunity for global dialogue, expanded connectivity, and the possibility of learning from the best teachers, wherever they may be.”
Hoffman said technology also opens new revenue models to enable classroom innovation. He pointed to Causes.com as an example of how ideas can be funded even in the face of tight budgets. On this site, innovators make a case as to why they should be funded, potentially attracting new patrons from around the world. He used several examples where teachers were working on projects to help with student socialization skills, autism and other education issues as ways technology can bring together needs, donors, and resources.
Using Silicon Valey as a model
While these concepts are innovative and engerizing, I asked Hoffman how the institutional barriers of school boards, teachers unions, and government bureacracy could be overcome to give technology a chance.
“The classic model of Silicon Valley entrepreneurship is to just build it,” he said. “If it’s available and it’s something good, people will start using it. Go around all the people standing in your way and let the marketplace determine if it is a worthy idea. Momentum will build if its great.
“Let’s not wait for the grand plan from the government. We don’t need to have an agenda that everybody agrees to and we don’t need to tackle the whole system. Let’s start trying and experimenting in cheap ways like entrepreneurs do. Let’s build things, iterate, and sort them out as we go along.”
I liked Hoffman’s fresh perspective and energy on technology and education. What are your thoughts?
Disclosure: The British Consulate is a client.
Research shows Facebook emotional boost is like marriage
Jun 16th
Do social media technologies isolate people and promote false relationships? Or are there important benefits associated with being connected to others in this way?
The Pew Research Center’s Internet & American Life Project decided to examine these questions in a survey that explored people’s overall social networks and how use of these technologies is related to trust, tolerance, social support, and community and political engagement.
Among the many interesting findings, Pew reports that the social relationship “boost” received by Facebook users is equivalent to about half the total support that the average American receives as a result of being married.
I always enjoy reading these reports because Pew is one of the few reliably valid sources of research out there! The findings presented here paint a rich and complex picture of the role that digital technology plays in people’s social worlds. Here is a summary:
The number using social networking sites has doubled since 2008 and has gotten older.
In this Pew Internet sample, 79% of American adults said they used the internet and nearly half of adults (47%), or 59% of internet users, say they use at least one site. This is close to double the 26% of adults (34% of Internet users) who used a social site in 2008. Among other things, this means the average age of social media users has shifted from 33 in 2008 to 38 in 2010. Over half of all adult social site users are now over the age of 35.
Facebook dominates the social space in this survey: 92% of social media users are on Facebook; 29% use MySpace, 18% used LinkedIn and 13% use Twitter.
By percentage, Twitter has experienced the most growth. Nearly 60% of Twitter users, 39% of Facebook users, and 36% of LinkedIn users joined within the past year
There is considerable variance in the way people use various social networking sites.
52% of Facebook users and 33% of Twitter users engage with the platform daily, while only 7% of MySpace and 6% of LinkedIn users do the same.
On Facebook on an average day:
- 15% of Facebook users update their own status.
- 22% comment on another’s post or status.
- 20% comment on another user’s photos.
- 26% “Like” another user’s content.
Twitter is for girls, LinkedIn is for boys?
Facebook users are more trusting than others.
Pew asked people if they felt “that most people can be trusted.” They found that the typical Internet user is more than twice as likely as others to feel that people can be trusted. Further, they found that Facebook users are even more likely to be trusting. They found that a Facebook user who uses the site multiple times per day is 43% more likely than other Internet users and more than three times as likely as non-internet users to feel that most people can be trusted.
Facebook users have more close relationships.
The average American has just over two close Facebook confidants (2.16) – that is, people with whom they discuss important matters. This is a modest, but significantly larger number than the average of 1.93 core ties reported in 2008. They found that someone who uses Facebook several times per day averages 9% more close, core ties in their overall social network compared with other Internet users.
Follow the money
Facebook users get more social support than other people.
Pew looked at how much total support, emotional support, companionship, and instrumental aid adults receive. On a scale of 100, the average American scored 75/100 on a scale of total support, 75/100 on emotional support (such as receiving advice), 76/100 in companionship (such as having people to spend time with), and 75/100 in instrumental aid (such as having someone to help if they are sick in bed).
Internet users in general score 3 points higher in total support, 6 points higher in companionship, and 4 points higher in instrumental support. A Facebook user who uses the site multiple times per day tends to score an additional 5 points higher in total support, 5 points higher in emotional support, and 5 points higher in companionship, than internet users of similar demographic characteristics. For Facebook users, the additional boost is equivalent to about half the total support that the average American receives as a result of being married or cohabitating with a partner.
Social media users are much more politically engaged than most people.
The survey was conducted over the November 2010 elections. At that time, 10% of Americans reported that they had attended a political rally, 23% reported that they had tried to convince someone to vote for a specific candidate, and 66% reported that they had or intended to vote. Internet users in general were over twice as likely to attend a political meeting, 78% more likely to try and influence someone’s vote, and 53% more likely to have voted or intended to vote.
Compared with other Internet users, and users of other social platforms, a Facebook user who uses the site multiple times per day was an additional two and half times more likely to attend a political rally, 57% more likely to persuade someone on their vote, and an additional 43% more likely to have said they would vote. Participants in LinkedIn were the most politically active.
The report contains a wealth of detailed information but I hope this summary has been helpful. Any surprises?












You’re in marketing for one reason: Grow.
Grow your company, reputation, customers, impact, profits. Grow yourself. This is a community that will help. It will stretch your mind, connect you to fascinating people, and provide some fun along the way. I am so glad you’re here.
-Mark Schaefer








