Social Media 101 - Understanding the potential use in outreach and education
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{Why} Does Social Media Have to Change Everything? Amy E. Hays Emerging Technologies Program Specialist Texas A&M AgriLife Extension Institute of Renewable Natural Resources/Water Resources Institute 1
Transcript of Social Media 101 - Understanding the potential use in outreach and education
{Why} Does
Social Media
Have to Change
Everything?Amy E. Hays
Emerging Technologies Program Specialist
Texas A&M AgriLife Extension
Institute of Renewable Natural Resources/Water Resources Institute
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Evolution 2
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Social Media Revolution 2011 - http://youtu.be/3SuNx0UrnEo -
Erik Qualman, Socialnomics.
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Concept via Michael Weschhttp://www.michaelwesch.com/
Human History
Information Transfer
Clock
Writing4
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Printing Press
Telegraph
Telephone
Radio
TV
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SatelliteInternet
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Email MySpace
Struggle
• How do I keep up?
• How do I keep my work/business up?
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Why does social media
have an impact
information discovery?
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WHERE GOOD IDEAS COME FROM
by Steven Johnson http://www.youtube.com/watch?v=NugRZGDbPFU
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Web 1.0 - static
Web 2.0 – user generated
Web 3.0 - simulate
Web 4.0 - ?
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http://archive.org/web/web.php
IT’S ABOUT HOW SOCIAL
NETWORKING IMPACTS
INFORMATION SHARING10
2011 2012
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Go [there] to
find everything
about [THIS]
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Come [HERE ]information needs
to find me
Top Search Engines
•Google - 4,717,000,000/day
•YouTube - 26,666,666/day
•Facebook- 1,000,000,000/day
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MAJOR SHIFT - 2011Search Engine Optimization
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in·for·ma·tion - the
communication or reception of knowledge or
intelligence
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dā-ta- factual information (as
measurements or statistics) used as a basis for reasoning, discussion, or calculation
STRATEGIES TO DO NOW
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What We Already Know…Communicating the Value Proposition
Nielson Norman Group – http://www.nngroup.com/articles/how-long-do-users-stay-on-web-pages/
Can you peak
their interest
in less than
10 seconds?
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Tip #1 – You don’t
have to be involved in
a social network to
reap the benefits of
social media
Website Check-up
• If you do nothing else, evaluate
your website FIRST?
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How will a page share
look in social tools?
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• When someone comes to your site and wants
to share, are the technical aspects of your
pages complementary to social network
“pulls”
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Facebook “pull”
Image from
site
Title header and
Site address
Summary text
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Pinterest “pull”Photo from
site
Attempt to
Pull info
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Learn How to Write
for the Web
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5 Things to Do In Web
Writing1.People scan in a Z – formation
FIRST and then decide to read
SECOND
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5 Things to Do In Web
Writing2. Add a picture (we’ve already
gone over this
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5 Things to Do In Web
Writing3. Link outward to credible sources
and link inward to additional
resources on that site WITHIN the
text
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Leads to external
websiteLeads user to
additional
internal
resources
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5 Things to Do In Web
Writing4. Use some bolding and emphasis
on important points
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5 Things to Do In Web
Writing5. Direct users to ACTION
• Read more about it
• View a video
• Go to another website
• Take a tour
• Take a class
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Tip #3 – Think Mobile
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Mobile Now – Mobile First?
• There are now more than 1 billion smartphones in use worldwide: 1.038 billion in total.
• It took us 16 years to pass 1 billion but it's estimated to take only three years for the next billion smartphone users to come on board.
• 3.2 billion people, or 46% of the world's total population of 7 billion, have at least one active mobile (cellular, not just smarpthone) device.
• The global "addressable" population is 4.7 billion.
• Of the remaining 2.3 billion, 1.5 billion live in pockets with poor or no network coverage, though this should fall to 1.1 billion by 2017. The other 800m include some elderly, disabled and cash-strapped unemployed, as well as the very young or incarcerated. (source)
Source: Luke Wroblewski - http://www.lukew.com.
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Tip #4 – Pick a
strategy first, not a
tool
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Be Specific in Goals
• Do you want more people to sign up for
meetings, events, newsletters?
• Want more people at events?
• Want to drive people to your website?
• Have more fans/followers?
• Enhance your website with feeds?
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Sean Carton ClickZ – A Social Media Strategy Checklist
1. What are we trying to accomplish?
2. Why social media?
3. What kind of social media will help us best achieve our goals?
4. Are we prepared to let go of control of our brand, at least a little?
5. What will we do to encourage participation?
6. Who will maintain our social media presence?
7. Do we have the resources to keep this up, or will this be a short campaign?
8. How does engaging users via social media integrate into our overall marketing/communications strategy?
9. How do we measure success? What constitutes failure?
10. What will we do less of if we're spending resources on social media?
http://www.clickz.com/3634939 (Dec. 21, 2009)
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Tip #5 – DUNBAR
How Do You Make the Top 150?
• A relationship means two way conversation• Ask questions
• Provide leads to new resources
• Highlight friends/partners information
• Provide context to links, comments
• Don’t just show a link, give dialog as to WHY your clients would
be interested
• Show a little personality
• Engage, engage, engage – all relationships must be cultivated
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Tip #6 – Listen/Follow
other good examples
FIRST.
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Tip #7 – Let others
help
Avoid “one man” mentality
• Teach employee’s how to use social tools to “spread” the news
• Hold trainings on how your employee’s can be part of the process
• Don’t fall into a “marketing only” mentality
• Set reasonable guidelines on your expectations of social
channels and employee’s interactions
• Set tone and examples
• Encourage volunteers/advocates to help you in your social
media endeavor
• Don’t make it a “secret” project56
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Tip #7 – Set measures
of evaluation. If it’s
not working, kill it.
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CHALLENGE FOR
THE FUTURE
THINKABOUT THE WAY PEOPLE
CONNECT WITH YOU
Want to learn more?
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Social media tools and techniques are changing and
building. Join our online webinars to learn more
http://learn.extension.org (use search tools to find
recorded webinars)
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Amy E. HaysEmerging Technologies Program Specialist
Texas A&M AgriLife Extension
Institute of Renewable Natural Resources/Water Resources Institute
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