Social and Digital Media

Let’s talk about social media 101; social media ROI; e-newsletters; Google Analytics; LinkedIn; SEO; Twitter; and Wikipedia.

Social Media 101

Let’s face it: You know social media is important. You’re just not sure how it’s relevant to your job, or how to harness it in a way that furthers your business goals.

Do I have a workshop for you! Regardless of your industry or experience, let me teach you the principles and best practices of this brave new digital world. We’ll study material at both a general level and specifically with respect to your field.

Topics include, but are not limited to, the following:

  • Why social media matters

  • How to think about social media

  • How social media works best

  • How social media benefits you

  • How to measure your social media

  • Examples of social media facepalms

  • Examples of social media success stories

Each attendee will earn a certificate of completion.

Social Media ROI

For today’s communications pro, it’s the $64,000 question. When you describe it, your clients roll their eyes. When you report it, you’re lampooned. If you’re honest with yourself, you know that every now and then you fake it.

And yet, the requests for it never stop. What is “it”? It’s the return on investment (ROI) of social media. After all, if you can’t measure it, you can’t market it.

In this fun, fast-paced session, we’ll walk through the use and abuse of social media metrics — that is, the wrong way and the right way to analyze your analytics. You’ll learn:

  • How to identify a relatable yardstick for any digital initiative that even your hopelessly computer-illiterate mom will appreciate

  • How to avoid the swamp of big (but vague) numbers

  • How to transform boresome benchmarks into criteria that have real-world value

  • How to mine story nuggets from your mountains of data

  • 6 easy tricks to illustrate success stories


When it comes to e-newsletters, everyone knows that your subject line is the silver bullet. Yet there’s so much more to email marketing — starting with what we call it.

For example, think about the message you’re sending when you refer to your emails as a “blast.” Do you really want to conjure up an image of spam clogging an inbox?

Or consider your sign-up form. Do you thoughtlessly ask people to “subscribe” or to “submit” their email address? C’mon, you can do better than that! Take a cue from the presidential aspirants, who carefully label their call-to-action buttons “I’m in” (Ted Cruz) and “Join us” (Hillary).

In other words: seize every opportunity for a semantic nudge.

I call tactics like these “overlooked opportunities,” and in this workshop, I walk through example after example — good and bad — from companies of all sizes, across various industries. My promise to you: not only are these tactics easy to implement; they’re also ignored by most websites. Embrace ‘em, and you’ll be clicks ahead of your competitors.

Google Analytics

If you’re not using Google Analytics on your website, you’re making a major mistake.

By the end of this presentation, you’ll be able to do two things:

1. Identify key performance indicators in Google Analytics, and use them to evaluate your website.

2. Identify different uses of the same metric, and know how to choose the right one.


LinkedIn is an indispensable but often underused social network. Let’s unleash its power and start optimizing your presence here. As a result, you’ll build your brand, demonstrate thought leadership, advance your career, and even generate leads.

In this workshop, we’ll walk through your LinkedIn profile from top to bottom, and help you to perfect it in accordance with LinkedIn’s algorithms. Topics we’ll cover include the following:

  • Do you know what your “social selling index” is?

  • Which keywords should you use in your bio (the “summary” field)?

  • Are you using the same career title as you are for your job title?

  • What’s the best way to get endorsements and recommendations?

  • Are you connecting (or “linking in”) with people the wrong way?

  • Which do you cite: your responsibilities or your accomplishments?

  • Are groups useful?

  • What parts of your portfolio are you showcasing (presentations, blog posts, projects, etc.)?

Let’s give your LinkedIn profile the prominence it deserves.


Here’s a cold hard fact: If you don’t appear on the first page of Google, you don’t exist.

How do you rectify this? Through the art of “search engine optimization,” or SEO.

SEO is an increasingly convoluted field, but it doesn’t have to be. Let us break down the basics for you. Topics include:

•    What is “SEO”?
•    Why does it matter?
•    How not to do it
•    How to do it
•    On-page vs. off-page SEO
•    What is SEM?
•    What is SMO?

If SEO has been on your to-do list, but you fear you won’t understand, then this is the workshop for you.


Every hack must now be his own flack.


Do you want to create a Wikipedia article for yourself? Perhaps the article you drafted is bumping into Wikipedia’s notoriously opaque and unforgiving submission process?

You’ve come to the right place.

I’ve been writing and editing Wikipedia articles for almost 15 years, both professionally and personally. Not only are I am thoroughly conversant with the encyclopedia’s policies; I can also translate this esoterica into English.