Social and Digital Media

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.

READ MORE ABOUT SOCIAL MEDIA 101

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📌 The Easiest Way to Get People to “Like” Your Content: Ask Them To

Social Media Measurement

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

READ MORE ABOUT SOCIAL MEDIA MEASUREMENT

📌 The Right Way to Measure Social Media

Social Media Trends

What are the best ways to do digital comms during a pandemic? Find out during this thought-provoking workshop, 7 Digital Trends Every PR Pro Should Know for 2021.

For example:

✅ Why any PR pro should be able to run social media — even if you don’t know your handle from your hashtag.

✅ Why you should repurpose every piece of content in multiple ways for multiple channels.

✅ Why you’re not spending enough time writing your headlines.

✅ Why you need an e-newsletter.

E-Newsletters

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:

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

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

LinkedIn

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.

READ MORE ABOUT LINKEDIN

📌 This Is the Easiest Way to Make Your LinkedIn Profile Stand Out

📌 Your LinkedIn Profile Could Be Better. I Can Help

Search Engine Optimization

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 it’s too complicated, then this is the workshop for you.

READ MORE ABOUT SEARCH ENGINE OPTIMIZATION

📌 How to Make Google Laugh: SEO Your Headlines

📌 When Content Isn’t King: The Importance and Ease of Search Engine Optimization

📌 Why You Should Always Write 2 Headlines

Twitter

Wikipedia

Here’s a paradox: Everyone wants a Wikipedia page for themselves, their C.E.O., or their organization, yet few people know what it takes to create one. In this workshop, I’ll explain how to bridge that gap. Specifically, we’ll run down the six rules of Wikipedia sourcing. Here’s a preview:

Whether you’re an organization or an individual, if you want your own Wikipedia page, you need to demonstrate what the website calls “notability.” That is, you need to develop a case, using only sources that Wikipedia recognizes, explaining why you warrant inclusion in a global encyclopedia. The same principle applies if you want to edit an existing page.

If this sounds offensive, you’re right: Wikipedia’s requirements are exacting.

For example, if you’re an individual, you can’t lean on your page in IMDb or Crunchbase. If you’re an organization, you can’t leverage the loftiness of your client list or awards you’ve accumulated. What you need — Wikipedia’s benchmark — is media coverage that meets a series of very specific criteria.

READ MORE ABOUT WIKIPEDIA

📌 What Everyone Should Know About Wikipedia

📌 Wikipedia Doesn’t Care About That Time You Were Mentioned by a Trade Publication

Hire me, and I promise you’ll both learn and laugh!