UMass Boston

Meet #UMBSocial Speaker – Dr. Sherry Pagoto

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Dr. Sherry PagotoDr. Pagoto is a great friend of UMB Social, and we are excited that she is scheduled to speak at our 4th #UMBSocial on May 14th.  Enjoy!

1. Tell us a little about yourself and your background? 

I’m an Associate Professor at the University of Massachusetts Medical School and a clinical psychologist by training.  My work is primarily in research but I also see patients and teach courses on research methods and team science.  My research is focused on obesity and cancer prevention. In my research, I have been examining how to leverage mobile technology and social media as ways to improve public health. 

2. When did you start to work in social media? 

I launched a patient-oriented weight loss blog at and joined Twitter 3 years ago. I became fascinated by all of the patient communities on social media. This inspired me to research the role of social media in health behavior change as well as how social media can be leveraged to conduct preventive counseling and disseminate public health campaigns. Because academics have been slow to embrace social media I now conduct social media workshops around the country for academics and health care professionals. Check it out: 

3. How does a typical work day of you look like? 

I spend a lot of time writing grants and manuscripts so I can be found pecking away at my computer at home, a café, or in my office.  Otherwise I’m taking conference calls, in research team meetings, or teaching a class. I sneak out for at least one hour every single day for exercise.  I travel a fair bit to give talks, go to conferences, and collaborate with colleagues.  

4. Do you have a role model in social media. Someone who inspires you? 

My favorite blogger is Dr. David Katz because he is one of few who has the perspective of both a researcher and clinician and who is not promoting a personal agenda. 

5. What is the hardest thing about social media? 

People who have no real training or expertise who pose at experts. I also wrote a blog post on about the downsides to participating in social media.

6. What do you see as some up-and-coming trend in social media? 

I am fascinated by “peer-to-peer healthcare” a trend in which patients are using social media to connect with other patients as well as health care providers and organizations in an attempt to educate themselves about their health. 

7. Can you name us a brand or company that you admire for their great social media strategy/execution? 

The Mayo Clinic is certainly a leader in health care social media. 

8. Did you make any social media mistakes in the past or is there anything you would avoid in future?

My biggest mistake is disobeying my best friend’s advice: “In the face of invincible ignorance, walk away.”  I have gotten sucked into fruitless debates.  I am learning when to walk away though.  

9. To be successful in social media, you need to ….? 


10. What is your favorite book and why? 

I loved the Marie Curie biography written by her daughter Eve Curie.  Madame Curie is a rare example of a monumental achiever who has genius, integrity, and grace. 

11. What is your favorite quote? 

“It’s not one thing or the other, it’s all things all at once.”  Gary Lightbody

12. What is your favorite movie and why? 

Any movie that makes me feel something, think differently, and want to talk about it for hours. This describes my favorite people too.

13. Where can we find more about you and you work?

Here is my About Sherry page on my blog: and my university webpage:


3 Reasons You Should Absolutely Be Interested In Pinterest

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social mediaGuest post by Julia Campbell 

If you market your brand online, there is a good chance you have heard of the third most popular social networking site – Pinterest.

The photo and video sharing site is exploding in popularity. It has 70 million users, has registered over half a million business accounts and gets 2.5 billion page views per month. Whoa!

Note: Before jumping on any social network, your nonprofit should think about overall fundraising and marketing strategy and staff capacity first, and the tools second (Pinterest is a tool, not a strategy).

That being said, there are many compelling reasons why you should at least be interested in the fasting growing social network out there.

Here are my top three reasons why your brand should absolutely be interested in Pinterest:

  1. Pinterest is growing leaps and bounds. While 71% of online adults use Facebook and 22% use LinkedIn, 21% use Pinterest (more than Twitter at 18% and Instagram at 17%). It’s driving more web traffic to online publishers than Twitter, LinkedIn and Reddit combined.
  1. Pinterest is where the women are. As a general trend, women make up more of the population on most social net working sites – but they make up 80% of active users on Pinterest.

Women at virtually every income level are the driving forces behind household spending. When they give to charity and purchase brand products, they are more likely to spend more and be more loyal to brands.

  1. Pinterest is aspirational, not of the moment. What we pin reflects what we covet, what moves us, what we desire, who we want to be.

It works more like a Vision Board, rather than an off-the-cuff, in-the-moment statement of what we are eating or where we are hanging out. 

Of all the social networks out there, Pinterest posts (called pins) last much longer. Pinterest pins have a half life of over one week! (A tweet is 5-25 minutes; 80 minutes for a Facebook post.)

People pin photos on Pinterest to share with friends and to save for later.

Personally, I pin things that I want to remember and refer to later – fun ideas for crafts and gifts, things to do, articles to read.

You can’t save Facebook posts or tweets (other than the favorite function). In this way, Pinterest is unlike every other social network.

Do you want to learn more ways that you can use Pinterest to promote your brand?

Join me and dozens of other social media experts on May 14th for a day devoted to social media!

In my session, Marketing Your Brand On Pinterest, you will learn why your brand needs to get on Pinterest, now; the difference between a personal profile and a Company profile; examples of brands are kicking butt on Pinterest and why; the nuts and bolts of viral pinning; the qualities of a highly re-pinnable image; ways to integrate your efforts with your other social media platforms.


Meet #UMBSocial Speaker – Noah Freeman

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Noah Freeman - Social Fulcrum Noah specializes in social media marketing & ad optimization and works across the firm to support analytics, customer reporting and optimization. Prior to joining Social Fulcrum, Noah built his own Facebook marketing agency. Outside of work, Noah chases his two children and races in Ironman Triathlons.

 1. Tell us a little about yourself and your background? –

 I had a previous career in quantitative finance, and for the past few years have been bringing my quantitative, testing based approached to online customer acquisition.

2. When did you start to work in social media? 

2 years- I started working with my first client on Facebook social, content and paid marketing, and grew the business from there. 

3. How does a typical work day of you look like? 

At a small but constantly growing agency, there’s no such thing as typical! However at any given day/time, you might find me teaching a course on paid placements, meeting with potential clients, setting up conversion tracking for a new project, and/or optimizing an existing Facebook campaign to lower our clients’ cost-per-acquisition. I spend a lot of time drilling down into the minute details of a Facebook Advertising campaign looking for ways to boost its performance, but spend just as much time outside of the office, educating people on what we do.

4. Do you have a role model in social media. Someone who inspires you? 

My social media role model would probably be Gary Vaynerchuk. His small agency has seen amazing success, and he “gets” social in a way that many other “experts” do not. I love his books; particularly how he focuses equally on engagement (which is great) and sales (even better).

5. What is the hardest thing about social media? 

The hardest thing about social media is the need to very quickly adapt to the changes that take place on a regular basis. Algorithms change, best practices change, Facebook Advertising feature change, new platforms become popular, etc. Always being up-to-date on the newest announcements and updates, and being able to pivot client campaigns accordingly in real-time, is a big part of my job.

6. What do you see as some up-and-coming trend in social media? 

The biggest and most relevant trend right now is the movement away from a free or all-organic approach. Advertising options on the most popular platforms have been around for a while, but amidst algorithm changes and an increasingly noisy social media space, its become that much harder to reach people, let alone convert them, without paid promotion. Where advertising and social media marketing were previously separate, the two need to support one another in order for brands to see success online.

7. Can you name us a brand or company that you admire for their great social media strategy/execution? 

Gotta love Oreo! I know that their awesome display of real-time marketing during Super Bowl XLVII is old news by now, but that move was genius and speaks volumes about the culture and pace of their marketing department. In general, Oreo consistently creates perfectly on-brand content for their social media channels that is native to the particular platform (e.g. you won’t see them posting the exact same thing on Facebook and Twitter – so important!) and communicates to their customers that Oreo really gets them.

8. Did you make any social media mistakes in the past or is there anything you would avoid in future?

The biggest thing I would avoid, and recommend that others avoid, in the future is putting all your social media eggs in one basket – or relying too heavily on social media to begin with. Don’t get me wrong – social media is a great way to connect with prospects, keep them engaged, and drive conversions. But we don’t own our social media channels or audiences, and are pretty much always at the mercy of these platforms when it comes to any changes they may implement that make it harder to communicate with customers. A good way to protect yourself and/or your brand against this is to try to convert your social media followers to newsletter subscribers, because this is a list you’ll always own and have control over.

 9. To be successful in social media, you need to ..?

To be successful in social media, you need to understand the primary reasons why people use social media (hint: it’s not to buy your products). People use social media to watch funny cat videos, share photos of their friends, and ultimately communicate something about themselves. So you must be able to implement social media marketing in a way that seamlessly contributes to this user experience; not interrupt or distract from it. 

10. Where can we find more about you and you work?



5 Reasons You Need A Social Media Strategy for Your Nonprofit

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PinterestGuest post by Julia Campbell 

There is no doubt about it – social media has changed the game in terms of how people communicate, share information and learn about new things in their lives. 

With 73% of online adults using at least one social network and almost half (42%) of all online adults using multiple platforms, nonprofits that do not embrace this tectonic shift will get left behind.

Nonprofits are jumping on social channels in greater numbers.  The most important social media platforms for nonprofits are Facebook (95%), Twitter (64%), YouTube (38%), and LinkedIn (26%).

However, some nonprofit boards and staff members are still skeptical and even fearful of jumping into the social media ocean.

Here are just 5 reasons why you need a social media strategy for your organization:

1)     You need to communicate with your donors and supporters where they are.

In her great new book Mobile for Good, nonprofit social media expert Heather Mansfield explains that nonprofits now have to engage and interact with five different generations of supporters.

Social media participation crosses the majority of these five generations. The fastest growing demographic on Twitter is the 55-64 year age bracket.

Not only that, social media has completely changed and revolutionized how people of all ages communicate and how they consume information. For a nonprofit organization to stick their head in the sand and simply deny that this revolution exists does a disservice to the mission of the organization.

2)     The numbers don’t lie. 

  • 57% of Facebook users “Like” a charity or cause on Facebook so they can publicly show support of it to their friends.
  • 47% of Americans discover and/or learn more about causes they care about via social media and online channels.
  • 55% of those who follow, like and otherwise engage with a nonprofit on social media channels have been inspired to “take further action” (and 59% of this 55% donate money).
  • The average donation made via social media is $59 and growing every year.

3)     Visual storytelling is the new marketing and fundraising.

We all know that statistics are not nearly as compelling as stories. 

  • St. Baldrick’s is using success stories and personal testimonials on Facebook to raise thousands of dollars – and they only post a few times a week to Facebook.
  • Muttville Dog Rescue has used Facebook to increase their adoptions and raise awareness about fostering dogs, all based on storytelling.
  • The Wenham Museum in Wenham, MA wanted to reach a younger audience, and actively uses Pinterest& Instagram to post information on the stories behind the exhibits and the artists featured in their collections.

4)     You are more likely to succeed if you have a plan.

Many nonprofit staff are so focused on putting out fires every single day their eyes glaze over when you bring up adding one more thing.

The thought of feeding the social media machine can seem overwhelming. However, if there is a plan in place and a strategy in place, it may be better received.

Use my free social media calendar template to get started and create a plan for how it will all get done, and attend UMass Boston’s Social Media Day for my session, 10 Steps to a Successful Social Media Strategy for Nonprofits!

5)     Engaging with supporters is NEVER a waste of time.

Remember that spreading the word about your nonprofit and your work is not a waste of time.

Start small and grow from there. Do not attempt to be on more than two social networks if you are just starting out and do not have a dedicated social media staff person.

Begin with what you are most comfortable with, so the learning curve won’t be as drastic. Explain to your supervisor that you will regularly evaluate and measure what you are doing online.

Join me and dozens of other social media experts on May 14th for a day devoted to social media!

In my session, 10 Steps to a Successful Social Media Strategy for Nonprofits, nonprofit professionals will learn how to implement a successful social media strategy in 10 steps.

Topics to be covered:

  • How are nonprofits using social media to raise money and awareness (best practices)?
  • What are some tips to engage supporters on social networks?
  • How can a nonprofit integrate all communication channels – online and offline – for maximum success?

Nonprofits will gain an understanding of just how much time is required to implement a social media strategy, which channels are right for their organization and how many resources (money, staff time) are necessary for success.


Meet #UMBSocial Speaker and Boston Tweetup Co-founder Joselin Mane

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Joselin ManeJoselin Mane is a powerful Social Media Influencer, and we are excited to announce that he will be one of the guest speakers at our 4th #UMBSocial conference on May 14th. Joselin was gracious enough to answer a few questions and we have included his responses below. If you have any questions about the event on May 14th, please contact us using the form below or reach out to us on Twitter.

To register for the event, click here.

1. Tell us a little about yourself and your background.

I am first generation Dominican American, born and raised in Lawrence, MA. It was here I that I found a love for technology and innovation when I was first introduced to a computer at the Lawrence Boys and Girls Club (LBGC). The LBGC also helped me obtain a scholarship to Holderness School in Plymouth, NH.  I later attended Northeastern University for Electrical and Computer Engineering. My co-op experience took place at Gillette, where I also started LITBeL Consulting, an internet marketing and New Marketing training company, and I eventually worked at IBM after graduating. Within two years I was featured in a full page ad for IBM, as my team helped Herman Miller save over $1 million in one year. The same strategy that I used for Herman Miller, I use to help my clients.

Joseline Mane - #UMBSocial Presenter

2. When did you begin working in Social Media?

Social Media was essentially an extension or evolution to what was already evolving on the internet. Websites had not only become more interactive, they also enabled people and friends to connect and exchange ideas more easily. I was an early adopter of computer technology as a child, yet there was a particular incident that helped me embrace social media: A company was scraping names and using them to promote their product – so when someone would search for my name, they would see it associated with the company’s product in the search results. When I asked them to stop using my name they said I should be able to remove it myself. I accepted the challenge presented and I now control the first 300 references, or first 30 pages, of my name on Google and other search engines. I achieved this via Social Media and I currently help clients accomplish the same thing.

3. What does a typical work day look like for you?

There is not a typical day for me, however there are typical nights as I attend 2-3 events a night. During the day, I either run Mew Marketing/Social Media training, create/review a social campaign, help plan/promote an upcoming networking event, and/or meet with an existing/new client or prospect. My role is a superconnector. I help connect people and brands together.

4. Who is your Social Media role model or who inspires you?

It might sound cliche, but my mother inspires me. She left the Dominican Republic on the hope that The United States was going to be a great place of opportunity for me.

5. What is the hardest thing about Social Media?

Making the decision to leverage it.

6. What do you see as up-and-coming trends in Social Media?

We will begin to see more people within companies leveraging Social Media collectively, instead of just one department managing the brand’s online presence.

7. Can you name a brand or company that you admire for its Social Media strategy/execution?

There are so many but yet still not enough! That being said, JetBlue stands out as being active, engaging, and entertaining.

8 Did you make any Social Media related mistakes in the past or is there anything you would avoid in the future?

Yes, a few human errors (spelling or auto-correct errors. I follow the carpenter’s rule to tweeting: “Think twice Tweet once.”

9. To be successful in social media you need to …?

Listen, be helpful, be consistent, and be present.

10. What is your favorite book and why?

“Charlie and The Chocolate Factory.” It’s the first big book I ever read.

11. What is your favorite quote?

“Reach for the moon because even if you miss you will still be among the stars.”

12. What is your favorite movie and why?

Matrix – it is cinematically and technologically innovative.

13. Is there anything else you would like to add?

Give your best effort all of the time!

14. How can we find out more about you and you work?

Twitter: @JoselinMane (Real-time) Business Website

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