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by Dionne Kasian-Lew
The Social Executive: How to Master Social Media and Why its Good for Business
About the author
Acknowledgements
Introduction
A note on terminology
Let’s fix this problem
Part I: Why is social media important?
1 Gargantuan and growing: the digital economy
How connected are we?
How do we connect?
So what is the digital economy?
And what’s it worth?
Future growth
Digital literacy is the new financial literacy
Chapter summary
2 Six damaging myths about social media
Myth #1: Social media is a fad
Myth #2: Social media is about posting photos of what you ate for lunch
Myth #3: Social media is for code monkeys
Myth #4: Social media is for people under 25
Myth #5: Social media is for marketing
Myth #6: There’s no ROI on social media
Chapter summary
3 Mindshift: from ‘so what’ to ‘social’
Traditional business practices
The unprecedented, accelerating speed of change
High uncertainty and ambiguity
Fear
Chapter summary
4 The high cost of social executive absenteeism
Chapter summary
5 Double jeopardy: why you can’t not be there
You can be drawn in
New media allows people to speak out
People in your organisation use it
The law says so
Chapter summary
6 Professional development at the digital frontier
Open learning
MOOCs
Code: a future language in the future of business?
Crowdsourcing: business opportunity or business threat?
Crowdfunding
Gaming
Customer service and care
Crisis management
Open government
Chapter summary
Part II: How do I use it?
7 Why you must own your digital and social media assets
Defensive: parody, spoofs, impersonation and digital hijacking
Online reputation management
Forward-looking: activate a social media presence when the time is right for you
Over-sharing and the future of reputation
Professional privacy
Chapter summary
8 Set the bar: social media benchmarks
Klout: the standard for influence
Kred: a transparent influence measure
Chapter summary
9 Twitter: the global brain index
The backstory
Remember the library
A Twitter case study: bringing ideas to life
Twitter for professional development
Social issues
Learning by doing: Twitter 101
The anatomy of Twitter
The anatomy of a tweet
Retweeting
Replying
Building your Twitter influence
Building lists
Weekly hygiene
Checklist
Twitter bootcamp
Chapter summary
10 Lock in LinkedIn: a new, global business lunch
Social HR
Case studies
Social issues
Me 3.0
Let’s go — LinkedIn
Build a profile
Use your LinkedIn URL to build influence
What are groups and should I join them?
Who is checking me out?
Create a Company Page
SlideShare
Can I outsource my LinkedIn engagement?
LinkedIn bootcamp
Chapter summary
11 SlideShare: it’s a pump class for PowerPoint
Socialised PowerPoint
Case studies
Social issues
Me 3.0
Let’s go — SlideShare
Getting started
Grow your network
SlideShare bootcamp
Chapter summary
12 Google Plus: your social rolodex
The backstory
Important issues
Case studies
Me 3.0
Let’s go — Google Plus
The Google Plus landscape
Creating a profile
People
Communities
Events
Hangouts
Pages
Google Local
Google Plus bootcamp
Chapter summary
13 Facebook: your new lounge
The backstory
The impacts on business
Me 3.0
Let’s go — Facebook
Facebook bootcamp
Chapter summary
14 Executive Ecosystem: curate, automate, bring it together
Scoop.it
Setting up Scoop.it
Chapter summary
Conclusion
The Social Executive promise fulfilled
Your social strategy
#SOMETHINGMORE
Social media etiquette
Checklists
Index
So, what's next?
Learn more with practical advice from our experts
End User License Agreement
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Prev
Previous Chapter
The Social Executive
Next
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The Social Executive
Contents
About the author
Acknowledgements
Introduction
A note on terminology
Let’s fix this problem
Part I: Why is social media important?
1 Gargantuan and growing: the digital economy
How connected are we?
How do we connect?
So what is the digital economy?
And what’s it worth?
Future growth
Digital literacy is the new financial literacy
Chapter summary
2 Six damaging myths about social media
Myth #1: Social media is a fad
Myth #2: Social media is about posting photos of what you ate for lunch
Myth #3: Social media is for code monkeys
Myth #4: Social media is for people under 25
Myth #5: Social media is for marketing
Myth #6: There’s no ROI on social media
Chapter summary
3 Mindshift: from ‘so what’ to ‘social’
Traditional business practices
The unprecedented, accelerating speed of change
High uncertainty and ambiguity
Fear
Chapter summary
4 The high cost of social executive absenteeism
Chapter summary
5 Double jeopardy: why you can’t not be there
You can be drawn in
New media allows people to speak out
People in your organisation use it
The law says so
Chapter summary
6 Professional development at the digital frontier
Open learning
MOOCs
Code: a future language in the future of business?
Crowdsourcing: business opportunity or business threat?
Crowdfunding
Gaming
Customer service and care
Crisis management
Open government
Chapter summary
Part II: How do I use it?
7 Why you must own your digital and social media assets
Defensive: parody, spoofs, impersonation and digital hijacking
Online reputation management
Forward-looking: activate a social media presence when the time is right for you
Over-sharing and the future of reputation
Professional privacy
Chapter summary
8 Set the bar: social media benchmarks
Klout: the standard for influence
Kred: a transparent influence measure
Chapter summary
9 Twitter: the global brain index
The backstory
Remember the library
A Twitter case study: bringing ideas to life
Twitter for professional development
Social issues
Learning by doing: Twitter 101
The anatomy of Twitter
The anatomy of a tweet
Retweeting
Replying
Building your Twitter influence
Building lists
Weekly hygiene
Checklist
Twitter bootcamp
Chapter summary
10 Lock in LinkedIn: a new, global business lunch
Social HR
Case studies
Social issues
Me 3.0
Let’s go — LinkedIn
Build a profile
Use your LinkedIn URL to build influence
What are groups and should I join them?
Who is checking me out?
Create a Company Page
SlideShare
Can I outsource my LinkedIn engagement?
LinkedIn bootcamp
Chapter summary
11 SlideShare: it’s a pump class for PowerPoint
Socialised PowerPoint
Case studies
Social issues
Me 3.0
Let’s go — SlideShare
Getting started
Grow your network
SlideShare bootcamp
Chapter summary
12 Google Plus: your social rolodex
The backstory
Important issues
Case studies
Me 3.0
Let’s go — Google Plus
The Google Plus landscape
Creating a profile
People
Communities
Events
Hangouts
Pages
Google Local
Google Plus bootcamp
Chapter summary
13 Facebook: your new lounge
The backstory
The impacts on business
Me 3.0
Let’s go — Facebook
Facebook bootcamp
Chapter summary
14 Executive Ecosystem: curate, automate, bring it together
Scoop.it
Setting up Scoop.it
Chapter summary
Conclusion
The Social Executive promise fulfilled
Your social strategy
#SOMETHINGMORE
Social media etiquette
Checklists
Index
So, what's next?
Learn more with practical advice from our experts
End User License Agreement
List of Illustrations
Chapter 7
Figure 7.1
Twitter user alerts news outlet to fake account
Figure 7.2
fake @GovBevPerdue uses her account to reinforce the importance of source checking by journalists
Figure 7.3
the nicely managed fictional Queen account
Figure 7.4
tweets from the hijacked @hmv account
Chapter 9
Figure 9.1
McKinsey accounts highlighting different business areas
Figure 9.2
public list by McKinsey of its people on Twitter
Figure 9.3
consultancies that have created a broad social net
Figure 9.4
list of online research with high-quality links
Figure 9.5
personally curated, public Twitter list
Figure 9.6
feeds from Edge.org writers who tweet
Figure 9.7
random connections generating valuable links across geographies
Figure 9.8
the Boston Police’s first tweet after the bombing
Figure 9.9
the Boston Police’s community alert
Figure 9.10
further post-bombing tweets by the Boston Police
Figure 9.11
Twitter’s sign-up page
Figure 9.12
Twitter will offer prompts of people to follow
Figure 9.13
Twitter prompt screen
Figure 9.14
search results using #socialCEO hashtag
Figure 9.15
search results using #socialbiz hashtag
Figure 9.16
screen showing Twitter suggestions for who to follow
Figure 9.17
screen for photo upload
Figure 9.18
a Twitter ‘egghead’
Figure 9.19
Twitter Home page menu options
Figure 9.20
Twitter Home page
Figure 9.21
Twitter interactions
Figure 9.22
the two screen options
Figure 9.23
a retweet shows the profile picture of the person you are retweeting
Figure 9.24
menu options in the Discover section of Twitter
Figure 9.25
menu for the Me section of Twitter
Figure 9.26
Home page icons
Figure 9.27
how to search people
Figure 9.28
how to search topics
Figure 9.29
the settings icon
Figure 9.30
where to find account settings
Figure 9.31
where to find security and privacy settings
Figure 9.32
password and verification settings
Figure 9.33
adding a mobile phone
Figure 9.34
unticking email notification boxes
Figure 9.35
profile settings
Figure 9.36
design settings
Figure 9.37
the Quick Online Color Picker Tool
Figure 9.38
customising design settings
Figure 9.39
a branded Twitter account
Figure 9.40
building a following by following people whose content you value
Figure 9.41
authorisation screen
Figure 9.42
Buffer icon
Figure 9.43
Buffer Home page
Figure 9.44
account settings on Buffer
Figure 9.45
settings on Buffer
Figure 9.46
scheduling tweets on Buffer
Figure 9.47
adding team members on Buffer
Figure 9.48
composing a tweet
Figure 9.49
adding #topics and @people to tweets
Figure 9.50
Me screen showing public, published tweets
Figure 9.51
adding a photo to a tweet
Figure 9.52
deleting a tweet
Figure 9.53
Me screen shows tweet deleted
Figure 9.54
building a high-value tweet for engagement
Figure 9.55
published tweet in Me screen
Figure 9.56
checking interactions
Figure 9.57
opening up the account of a follower
Figure 9.58
a retweet
Figure 9.59
the different profile of a tweet vs retweet in Me
Figure 9.60
undoing a retweet from @Notifications
Figure 9.61
distinguishing a quoted and a retweeted tweet
Figure 9.62
replying to a tweet
Figure 9.63
only my reply shows in the Me screen
Figure 9.64
expanding a tweet to reveal the conversation
Figure 9.65
public lists of CEOS who tweet
Figure 9.66
member of a public list
Figure 9.67
list setting
Figure 9.68
creating a list
Figure 9.69
naming a list
Figure 9.70
saving lists
Figure 9.71
ManageFlitter screen
Figure 9.72
connecting using Twitter
Figure 9.73
Manage Flitter options
Figure 9.74
click the box to unfollow
Figure 9.75
processing unfollows
Figure 9.76
another option for managing unfollows
Chapter 10
Figure 10.1
signing up with LinkedIn
Figure 10.2
adding your email
Figure 10.3
build your profile by following the prompts
Figure 10.4
make sure you include a recent, professional photo
Figure 10.5
complex LinkedIn URL with numbers and letters after name
Figure 10.6
LinkedIn’s Edit Profile
Figure 10.7
customising your public URL
Figure 10.8
click the ‘Customize your public profile’ URL link
Figure 10.9
adding a LinkedIn button
Figure 10.10
switching off broadcast — under privacy settings
Figure 10.11
switching off broadcast — under privacy controls
Figure 10.12
untick box to switch off activity broadcast
Figure 10.13
authorising LinkedIn to display Twitter account
Figure 10.14
use your 120-character headline to differentiate yourself
Figure 10.15
LinkedIn makes endorsement suggestions
Figure 10.16
share publicly from the ‘Share an update’ space
Figure 10.17
joining LinkedIn groups is easy
Figure 10.18
manage what others see when you view their profile
Figure 10.19
an anonymous member views your profile
Figure 10.20
adding SlideShare links
Figure 10.21
adding a link
Figure 10.22
adding a link from SlideShare
Chapter 11
Figure 11.1
the SlideShare Home page
Figure 11.2
setting up SlideShare
Figure 11.3
set up your profile under General
Figure 11.4
upload buttons
Figure 11.5
saving PowerPoint as a PDF
Figure 11.6
share to LinkedIn account using button
Figure 11.7
viewing your presentation
Figure 11.8
Jeff Bullas’s SlideShare account
Chapter 12
Figure 12.1
Travel Republic Google Plus page
Figure 12.2
upgrade to Google Plus
Figure 12.3
moving from Gmail to Google Plus means moving from a private to a public world
Figure 12.4
the Google Plus environment
Figure 12.5
Google apps
Figure 12.6
more Google apps
Figure 12.7
more options open up as you click into the menu
Figure 12.8
setting up a Google alert
Figure 12.9
Home on Google Plus
Figure 12.10
upload a photo
Figure 12.11
fill out the About section
Figure 12.12
share what’s new
Figure 12.13
access YouTube through Google Plus
Figure 12.14
adding people to circles
Figure 12.15
Google+ Communities
Figure 12.16
the Lead With Giants leadership community
Figure 12.17
Google Events
Figure 12.18
Google+ Hangouts
Figure 12.19
Google+ Pages for companies
Figure 12.20
Google+ Local
Chapter 13
Figure 13.1
Facebook’s Home page
Figure 13.2
Facebook privacy settings
Figure 13.3
locking down privacy to Friends
Figure 13.4
security settings
Figure 13.5
adding levels of security
Figure 13.6
search function
Figure 13.7
search people criteria
Figure 13.8
your Home page
Chapter 14
Figure 14.1
setting up Scoop.it
Figure 14.2
creating a topic
Figure 14.3
installing the bookmarklet
Figure 14.4
set the parameters of your topic
Figure 14.5
branding Scoop.it
Figure 14.6
link with social share buttons
Figure 14.7
Scoop.it suggestions appear
Figure 14.8
adding a comment
Figure 14.9
offer for Scoop.it PRO
Figure 14.10
managing sources
Figure 14.11
filtering sources
Figure 14.12
scoop relevant content
Figure 14.13
curated content keeps accumulating
Figure 14.14
complete your settings
Figure 14.15
the help section
Guide
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