Social media: the road ahead (Leadership Phelps County)
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Social media: the road ahead
Leadership Phelps CountyAndrew Careaga – Missouri S&T CommunicationsJune 12, 2014
Image by Jason Howie (www.flickr.com/photos/jasonahowie)
The only note you’ll need to take today:
www.slideshare.net/andrewcareaga
Image by Jason Howie (www.flickr.com/photos/jasonahowie)
Digital selfie Director of Communications at
Missouri S&T since 2004 (on S&T staff since 1991)
Journalism background Co-manage university’s social
media presence Twitter & Facebook <- mainly YouTube, Instagram, Flickr, LinkedIn
Blogger (Higher Ed Marketing – andrewcareaga.wordpress.com)
Twitter fanatic (@andrewcareaga) Tweeting about:
#highered#music#stlcards
Image by Chris Lott (www.flickr.com/ photos/fncll)
Thanks to Justin Roberts, UM System, for the graphic!
Social media is…
‘a shift in how people discover, read and share news, information and content’ – Wikipedia
user-generated content
‘architecture of participation’
Social media is not… just another
marketing/communication channel
a substitute for other marketing/ communication
merely an option
a complete waste of time
Most importantly,social media is…
…. social!
A few seconds on the Internet
Source: Caroline Moss, “Here’s What Happens on the Internet in Just 5 Seconds,” Business Insider, June 2, 2014 (www.businessinsider.com/internet-in-real-time-2014-6)
meme (meem)1. ‘An idea, behavior, or style that
spreads from person to person within a culture.’
2. A unit for carrying cultural ideas, symbols or practices.
Source: Wikipedia (naturally)
Some popular Internet memes
Doge (pronounced dohj)
‘The Missouri University of Science and Technology just won April Fool’s Day.’
Wired Tumblr(wired.tumblr.com)April 1, 2014(27,006 “likes”)
Results: Web traffic spiked
April 1, 2014 413,556
pageviews 371,538 (@90%)
from off-campus
How they found us
Tumblr
Gawker
Facebook mobile
UK Telegraph
UK Guardian
0 5,000 10,000 15,000 20,000 25,000 30,000
Off-campusAll visits
Social media reach: Facebook
Social media reach: Twitter
• 168 mentions of @MissouriSandT• 120 retweets• Total reach: 393,321• Retweet reach: 33,764
SO WHAT?
Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)
Missouri S&T’s social media strategy
Objectives MeasuresExtend university reach and influence online by connecting and building relationships with key audiences (prospective students, current students, alumni, influentials)
•number and types of followers•social media referrals to web content (campaign-based and not)•feedback from friends, followers, etc.
Provide additional channels for audiences to communicate and interact with the university
•volume and quality of feedback •Comments•“likes”•RTs, @s
Missouri S&T’s social media strategy(continued)
Objectives MeasuresProvide additional channels for audiences to receive official university information
•number and types of followers
Monitor online reputation of the university in the social media sphere
•number of interactions•qualitative analysis of comments
Creating a social media strategyGOALS/AUDIENCE MEASUREMENT (KPIs) BEST PRACTICES
GOAL 1 Post what your audience wants to hear
GOAL 2 Maintain a (conservative) schedule
GOAL 3 Vary your content
GOAL 4 Use calls-to-action
Keep it casual
Monitor and respond
Stay positive
Integrate with other marketing
There is no viral button
Organic beats programmed every time
The social media audience…
Wants snackable content Expects personalized channels Multi-tasks. Constantly. Wants what’s near, new and now Has an audience Uses social media for self-
actualization
Source: Kristina Jonathan, “The Evolving Social Media Landscape,” in 2013: Ten Digital Trends (trends.clickhere.com/the-evolving-social-media-landscape)
Five rules for social media success
1. Listen2. Add value3. Respond (when
appropriate)4. Do good things5. Be real
Helpful hints
• Most “liked” Facebook pages: movies, books, musicians/bands
• Least “liked” pages: religious organizations, pets, bars, pharma
• Sharing videos more effective on Facebook than Twitter
• Click-through rates are higher on weekends
Source: Dan Zarrella, “The Science of Social Media” (smsci.danzarrella.com)
More helpful hints
• Numbers matter• Bigger and louder works – to a point• Avoid “link fatigue”• Stay positive• It isn’t all about us• Use combined relevance• Help your audience look cool
Source: Dan Zarrella, “The Science of Social Media” (smsci.danzarrella.com)
I IdentityM Mom RuleP PositivityA Add ValueC CareerT Think
Adapted from Fieldhouse Media
Getting personal on social media: Rules to live by
House rule No. 1
Don’t be evilPhoto: “Devil,” by elycefeliz on Flickr
House rule No. 2
Don’t be dumbPhoto: “Jester,” by Susan Averello on Flickr
“What happens in Vegas stays in Vegas; what happens on Twitter stay on Google forever!”
Jure KlepicSocial media guy
Image: “Google Logo,” by SEO on Flickr
Thanks!
Twitter: @andrewcareagaFacebook: facebook.com/andrewcareagaLinkedIn: linkedin.com/andrewcareaga
Image by Jason Howie (www.flickr.com/photos/jasonahowie)