Social Media 101

Chancellor’s CouncilFeb. 3, 2010Andrew CareagaMissouri S&T Communications

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

“New media” has become a synonym for “no budget.”

Seth GodinThe Purple Cow

Social media is…

social!

Gary Hayes, personalizemedia.com

www.personalizemedia.com/garys-social-media-count/

Jack Dorsey: St. Louis native, S&T alum (ECE), Twitter co-founder

Jack Dorsey has more followers on Twitter (1,570,000) than The New York Times has subscribers (1,039,031)

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New York Times subscribers

Social media (r)evolutionthe last 11 years

1999 2001 20032004 2005 2006 2009

Social media: still growing up

19992010

Blogger Wikipedia Facebook Twitter Google Wave

S&T’s social media history

◦2006◦ Google Video

(then YouTube)◦ Visions research blog

◦2007◦ Name Change Conversations◦ eConnection◦ “Hello” campaign◦ Facebook, Twitter

◦2008◦ Spacebook blog

Who’s doing what online? The Groundswell social media ladder

Source: Forrester Research; Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies (2008); “Social Technographics: Conversationalists get onto the ladder,” Josh Bernoff, Jan. 19, 2010 (blogs.forrester.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html)

Creators (24%)

Critics (37%)

Collectors (20%)

Joiners (59%)

Spectators (70%)

Inactives (17%)

Conversationalists (33%)

Social networks: Facebook is tops

Source: Hobsons Domestic Research Report 2009-2010, cited by Karlyn Morissette, www.doteduguru.com, Oct. 22, 2009

Campus website

Campus visit

Viewbook

High school counselors

Social networking sites

0 10 20 30 40 50 60 70 80 90 100

H.S. seniors

H.S. juniors

H.S. sophomores

Very low relativetrust ranking

How trustworthy is social media?

5 keys to social media success

1. Listen2. Add value3. Respond4. Do good things5. Keep it real

Adapted from Aliza Sherman, “Revisiting 10 Golden Rules of Social Media,” Web Worker Daily, Jan. 5, 2010,http://webworkerdaily.com/2010/01/05/revisiting-10-golden-rules-of-social-media/

Create a social media listening post

Monitor what’s being discussed in social media

Listen + respond + add value + do good

Twitter saves the day!

Social media marketing:4 steps to success

1. Develop a plan Integrate it Know what’s

already working

2. Beware the bandwagon

3. Understand your audience(s)

4. Feed your creation

If you’re just getting started…

• Start with listening post• Don’t jump into every tool at once

Focus on 1 or 2 where your audiences are and do them very well

• It’s about building relationships, not promoting your organization

Chris Brogan & Julien Smith, Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust

Social media marketing:4 steps to success

1. Develop a plan Objectives Measures (metrics) Management Resources Content (type and

source) Promotion

Objectives Measures

Extend 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”•DMs, RTs, @s

Objectives Measures

Provide 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

Management and resources

1. Who is the social media “owner” for your department?

2. How do you allocate time and staffing?

Social media content

1. Type Official? User-generated? Tone? Frequency? Interactive! Responsive!

2. Source Feeds? Personal? Combination?

Promoting your social media presence

Departmental websiteDepartmental newslettersRecruitment materialsOld media (newsreleases, advertising)Business cardsEmail signaturesFollow and be followedKeep at itInternally:

NewslettersPresentationsStaff meetings

Social media marketing:4 steps to success

1. Develop a plan Integrate it Know what’s

already working

2. Beware the bandwagon

3. Understand your audience(s)

4. Feed the beast

Missouri S&T’s limited presence

• Facebook – www.facebook.com/MissouriSandT• Joe Miner on Facebook – www.facebook.com/JoeMiner • Twitter – www.twitter.com/MissouriSandT• YouTube – www.youtube.com/MissouriSandT• Flickr – www.flickr.com/MissouriSandT• St. Pat’s on Flickr – www.flickr.com/stpatsbestever • Delicious – www.delicious.com/MissouriSandT

No MySpace.No LinkedIn.

3. Understand your audience

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Missouri S&T Facebook PageFan growth: 4/1/09-1/18/10

In their own words (tweets)

As a current student I find that the value of the twitter feed is the instant access to information for safety and fun facts......but also being able to interact and spread that information without worrying about email lists, spam, etc.

Umm I think Twitter is byfar the fastest way to receieve information, ie-> The Death of Michael Jackson I found out by Twitter before any email or Newscast had been made, so for Missouri s&t I think if they want to inform people quickly they can easily

In their own words (tweets)

“The most value of the twitter acct is i can get updates about my future college and the FB site is that i can get even more info about S&T”

“I mostly use social networking for keeping in touch with my friends, so being able to interact with Missouri S&T on Twittermade it seem more personal, like I wasn't just a face in the crowd. Using Twitter to contact my future college was also very convenient, as I'm constantly engaged in it thanks to my iPhone and other technologies.”

4. FEED YOUR CREATION

(but not too much)

Status updates: how much is enough?

50 most engaging Facebook fan pages:• 11-13 posts/month• 1 update every other workday

Source: BlueFuego.com

Don’t make it harder than it has to be

What’s next?

Social media goes mobile

What’s next?

Social media goes mobile + local

Nearby tweets

What’s next?

Augmented reality

What’s next?

?