Leveraging Social Media & Measuring Influence
Thursday, October 13, 2011 – 2:30 – 4:30 p.m.
Session Description: Join Rebecca Lavoie, Producer, “Word of Mouth” NH Public Radio and Jennifer Zingsheim, Vice President, Products and Services, CustomScoop for a two-part session that explores leveraging social media platforms and determining online influence.
Opening the discussion, Rebecca shares vital information for communications professionals, content providers, and businesses, about leveraging the social media platforms Facebook and Twitter. Decoding the “game” of social media is a critical part of understanding how to use it. Using real examples of businesses and communicators that make the most of Twitter and Facebook is one of the best ways to begin to understand the game, and how to use these powerful tools to your best advantage. Unlike a perfect press release, social media is not all about content, nor crafting a brand. The platform is, simply, about relevance, and building a network of followers based on the conversation you want to have with the audience you want to target.
Many tools have recently sprung up that attempt to quantify online influence. Raw scoring systems usually miss a key component of real trust, real authority, and real influence: these components are all contextual, and need to be viewed through the lens of your intended audience. Jennifer’s presentation examines the available tools to score influence – their accuracy and possible issues – and how to use research to supplement and refine your search for online influencers who genuinely impact your target audience.
Presenters: 
Rebecca Lavoie is Producer of the New Hampshire Public Radio magazine program Word of Mouth. In that role, she manages online content for the program and has implemented and maintained an active social media presence to disseminate show content, generate ideas, book guests, and further establish Word of Mouth’s brand as a source for innovative ideas and new conversations. Rebecca is also the co-author of two books, and a prolific freelance writer who has written for New Hampshire Magazine, Newsweek, Playboy, and playboy.com.
Jen Zingsheim is Vice President of Products and Services for CustomScoop, driving product development plans to better meet the needs of public relations and marketing professionals. In addition, Jen oversees CustomScoop’s media analysis offerings, including BuzzPerception Reports, which track messages and trends in social media for Fortune 500 clients. Jen has an extensive background in government and public relations. She previously held the position of Senior Account Executive at Fleishman-Hillard, serving in the Public Affairs practice group at the firm’s St. Louis headquarters, working with clients on regulatory, grassroots, and word-of-mouth marketing programs. Prior to joining Fleishman-Hillard, she served as a lobbyist and research director for the Missouri Chamber of Commerce and Industry. Jen received a B.A. in Political Science from Wittenberg University in Springfield, Ohio.
Location:
NH Higher Education Assistance Foundation (NHHEAF)
4 Barrell Court
Concord, NH 03302
Cost:
$20 for Members
$35 for Non-Members
$10 for Students/Interns