Mastering Social Media Workshop 2: Social Media Strategy Development
Social Media Workshop
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Higher Education presentation re: social media and student engagement
Transcript of Social Media Workshop
WELCOME
• social media overview• best practices• next steps
security concerns
best practices
time suckwhy use it?info exchange
adoption
relationships
event promotion
what is it?how to use itStudent interest
88%email
of those surveyed used
65%of those surveyed
Facebook Factoids• Launched in Feb. 2004 for university
students and faculty; 2007 opened to all• 68 million active Facebook users [2008]• Over 200 million active users [2009]• Over 400M users [2/25/10]• 100M active users accessing Facebook through
mobile devices.• Growing demographics 2009 v. 2010:–Alumni: 580% growth– 35-54: 29% users; 25-34: 24.8%
Examples: UW on Facebook
UW Schools and Departments on Facebook:• UW page launched: April 2008; Currently 9,913 22,208 fans• Evans School of Public Affairs• UW School of Law• UWAA• Undergraduate Research Program• SACNAS• College of Engineering
Some of the UW leaders on Facebook:• Mark Emmert• Phyllis Wise• Jerry Baldasty• Ana Mari Cauce• Harry the Husky! Hasn’t updated since 2008
Ready for FB• You have the resources to monitor the page,
answer fan questions, and update it frequently (ideally weekly).
• You have content that doesn’t just duplicate content on the UW page.
• You have Facebook friends who will become fans and help promote it.
• you have a game plan to address any situations that may arise as a result of posts
Not ready for FB
• Your unit has “control issues”• You are unwilling to become part of the
Facebook community yourself• You think it’s something students can
manage• You think you can manage it without
some student involvement
Twitter?! Huh?
• Personalized news feed• A place to follow thought leaders
in your fields of interest• They have to be 140 characters
or fewer
Twitter? So what?• It grew by 1,382% year-over-year in Feb.
‘09• Grew from 5K tweets/day in ‘07 to 50M
in ’10• Driver of news and referring traffic to
sites• Starting point to build relationships• You don’t need to know people’s e-mail
addresses to connect with them!
Twitter Pros• Low technical skills• Your department/school/college can
have an ongoing presence in a Twitter “follower’s” routine, i.e. they look to you for info
• Typical Tweeters use the site at least daily, often hourly. BUT, this isn’t necessarily the pattern you have to follow.
• Pulse on your audience’s interests and trends
• Soundbites; easy to digest [vs. newsletters]
Twitter Cons• Requires very regular maintenance• 140-character limit may decrease
depth of your engagements• As Twitter usage increases,
competition for attention increases.
Best Uses for Twitter
• News & event updates• Emergency announcements• Play-by-play reporting from
conferences, lectures, sporting events, etc.
• To encourage conversation with and input from followers
• Eyewitness accounts (e.g. Haiti, Clemmons)
Examples: UW on Twitter
• UWNews: http://twitter.com/uwnews• UWSportsNews:
http://twitter.com/UWSportsNews • UWTV: http://twitter.com/UWTV• The Daily: http://twitter.com/thedaily• The Henry: http://twitter.com/henryartgallery • UW Career Center:
http://twitter.com/uwcareercenter• School of Public Health:
http://twitter.com/uwsph• Cliff Mass: http://twitter.com/cliffmass
What is Linked in
• A site for professional networking• Users post resumes, recommend
colleagues’ job skills• Has more than 36 60M members• Organizations create groups to bring
together people who want to be associated with their brand
• For Q&A opportunities• Monitor the competition• Facilitate networking• Provide profile information,
like statistics, demographics, key links
Uses for Linked in
• University of Washington campuses• Foster School• UW Medicine • School of Law • iSchool• Libraries • Alumni Group
UW on Linked in
One way
Social media is not…
The end of the road
Your ticket to millions
A stand alone tool
www.brandingeye.com
But it is…
Conversations
listening & responding
Best Practices
Success Strategies
Video Profiles
establishgeneral guidelines
Your
Name
Here
Tag people
It increases your visibilityOn your FB fan’s pages
Know your audience
Encourage user generated content
Everyone is a communicator
don’t let info pile upBe timely
Use real people!
Say thanks!
Build your toolkit
What’s next?
Want to know more?
Social Media Governance
http://socialmediagovernance.com/policies.php
UW Marketing Toolkit: https://www.washington.edu/externalaffairs/uwmarketing/toolkits/best-practices/
Mashable http://mashable.com/social-media/Common Craft http://www.youtube.com/user/leelefever
Social Media & Retention
Inigral http://blog.inigral.com/research-on-social networking-in-retention/
Virtual College Fairs.com http://collegerecruiting.virtualcollegefairs.com/wp/
.EduGuru http://doteduguru.com/
Works CitedImages brandingeye.com office.microsoft.com
Statistics http://www.istrategylabs.com/2010/01/facebook demographics-and-statistics-report-2010-145-growth in-1-year/
http://techcrunch.com/2010/01/19/state-twittersphere hubspot/ https://www.washington.edu/externalaffairs/uwmarketing/bestpractces/docs/Social_Networking.ppt
UW Marketing Contact
Elise Daniel [for Convio questions]
Manager, UW E-Communications Marketing
eperdan@u
Sophia [email protected]/gomapGO-MAP, The Graduate SchoolG-1 Communications Building
