By Mary Alice Murphy

Kristelle Siarza, Siarza Social Digital chief executive officer, gave an overview of and tips for the use of social media at the Western new Mexico University-sponsored event held at Billy's BBQ.

"My connection to Silver City is that I used to work for marketing agencies that were active in town," Siarza said. "I now live in Albuquerque and share my passion.

"Social media takes a village," she said. She showed photos of and talked about her two team members, one of whom was a former student of hers.

"I started the company in November 2014," Siarza said.

She said the three goals for social media are to be social, keep hacking and reach differently. By hacking, she briefly explained, she meant persistence at doing social media.

Siarza also showed a pyramid with storytelling at the foundation, engagement in the middle and reporting at the top.

"What is your story?" she asked. "What is unique about your business? That's the storytelling.

Engagement is reconnecting with people and sharing. "Reporting is like your accounts receivable. The information you receive helps you know if you are going in the right direction."

Siarza noted that social media has the good, bad and ugly. The ugly is that social media doesn't fix organizational problems. She talked about the problems at a company in the eastern part of the state and how it was splashed all over the print media.

"You must engage your supporters to post the bright side of the issue," Siarza said. "You must educate your colleagues on the truth and make sure you and they get your side of the story out."

"What if someone posts a photo and talks about how they hate their job?" Siarza asked and answered. "What if they are seeking a job working with the mines and they talk about the improper use of equipment in the mines? Will they get the job? No."

She said an employee could steal a company password and let out confidential information about the company. "You must develop a legal or social media policy."

Tips for a social media policy are that only good taste be used when the person is talking about their company. Employees have the right to take action. They must never share private information about the company or legal action may be taken.

She noted that media outlets are active on social media.

"Social media is word of mouth on steroids," Siarza said. "Sharing content is caring. Ads increase the reach."

She also advised that any organization should become visual with photos, video and also with audio. "Instagram and YouTube energize social media. Video and photos provide the power of visual storytelling."

Frances Gonzales, a participant, asked what a friend who is on Facebook, but doesn't really use it, should do.

"It's an onboarding process," Siarza said. "She should tell her passion. It's the who, what, when, where, and why, like a reporter does. Get them excited and the story starts to come out."

She said, for an artist, for example, the artist is the name behind the work. People don't look for the name of a painting, for example, they look for Picasso, who is the name behind the work. "There is not one cut-and-dried plan for an artist. It's your name behind the work, so showcase the personality behind the work. I tell artists, as entrepreneurs, make sure the plan is to sell, or if it's to educate, then make that the plan. Social media and entrepreneurs are relationship-based. Successful artists know how to engage. They are very visual, so they should use Pinterest or Instagram and blog about their art."

"Is someone going to read your artist statement or do they want to see your work?" Siarza said. "Ask your audience what they find interesting about you and your work. Find out what your audience likes."

A woman in the audience asked about building off promoting oneself as an entrepreneur. "If you're a job seeker, what do you do?"

Siarza recommended auditing one's online presence and remove what an employer wouldn't like, "Go as far back as you can. If you're a visual artist, start an online portfolio. The more information you can provide to a potential employer the better."

Abe Villarreal of the WNMU marketing department said: "At the university, we have and use many different social media platforms. You can call me and request classes, which I will provide at no cost for WILL (Western Institute of Lifelong Learning) or at the Silver City Public Library."