Social Media Best Practices

@NikkiSunstrum SMSS: Higher Education

July 22nd, Boston MA

@UMich Director of Social Media

Former State of Michigan @MIGov SM Coordinator

B.S. in PoliSci & M.A. in Ed

Skilled in making dull things interesting

Co-Captain to a hashtag’ed entourage of 5

Former Elected official

Throws parades for fun

@NikkiSunstrum

SOCIAL MEDIA

IS NOT NEW

Tweeting the ninety-five thesis

The way in which we

get our point across

has changed, not the

concept or necessity

of information

distribution.

You get paid to play on Facebook?

“Because somebody grows up being a social media native, it doesn’t make them an expert in using social media at work, that’s like saying, ‘I grew up with a fax machine, so that makes me an expert in business.’”

William Ward, professor of social media at Syracuse University’s S.I. Newhouse School of

Public Communications

What do I do?

NOT EVERBODY

NEEDS SOCIAL MEDIA

WAIT, WHAT?!

STRATEGICIMPLEMENTATIO

N

Millennials are…

The 1st generation to never know life

without the internet

The largest generation since the baby

boomers

About to take over as the majority of the

workforce

24% of Teens report being online “almost constantly”

92% report going online daily

Nearly 75% of teens have a smart phone

Of teens using going online daily 94% are doing so through a mobile device

Teenage boys report more Facebook activity than girls

Teenage girls favor visual applications for story telling (Instagram, Snapchat)

CONTENT OVER

CREATION

@ArionTSun “why do you keep putting the poop emoji on everything? It’s weird.”

ATS: What? That’s chocolate ice cream! #kidswithtech #fail

Change the world, one #hashtag at a time

InnovateCollaborateStreamlineProvide ValueBuild a Toolbox

Focus on Your Strengths

Identify Where Your Audience Is

Drive the Message

Engage, Inform, Educate

KNOCK YOUR SOCKS OFF

CONTENT

LIVE IN THE MOMENT

100 Million Active Monthly Users

400 Million Snaps Sent Each Day

71% of UsersAre Under 25

Ads are seen anywhere from

500,000 to a million times a day.

Allowing publishers to command $50,000 to

$100,000 a day.

https://youtu.be/tppo4lMgqJ4?t=50s

STOP HERDING MEERKATS

Social Media is not a race.Foursquare badges never

really meant anythingNo one cares about your

Klout Score

20,000 People are now ‘GOING LIVE’ Each Day

VALUE ADD

AND ROI

Great social is about seizing the available opportunity to elevate the perception of your programs and overall success.

BOTTOM LINE

The Viral Shaming Phenomenon

2013: 170 Twitter followers

1 Hour

509 posts were generated 

Reach exceeding 200,000 people

Over 5 million impressions

"We need to treat the water, and not simply each fish that's struggling."

Innovation

Streamlining

Leveraging Success

Promoting a Unified Message

POLICYAND PLATFORMS

CAMPUS SOCIAL LEADERSHIP

The strategic implementation of social communications at the University of Michigan is managed by central UMSocial and a leadership team comprised of delegates from each school, college or organization. All official University social properties should maintain regular contact with their coordinating representative for direction and oversight.

SOCIALMEDIA.UMICH.EDU

@NIKKISUNSTRUM

/NIKKI.SUNSTRUM

Questions?