Using Social Media to achieve success

Part 1: Social Media Guidelines

Part 2: Knowing what tools to use

The first thing that needs to be acknowledged when it comes to social media, is that social media is not a marketing channel.

It’s not something you can set up and use to put out a message, strap line, or proposition.

This is not going to work.

…and the message cannot be controlled or carefully crafted by a

single source.

Think of social media as all the conversations in the world…

that would happen at the pub,

in the workplace…

on the bus…

or at the kitchen table,

…that all just happen to be going on online.

Which means that we can have conversations with people we don’t know.

about things we get really excited about…

Each and every one of us now has our own personal soap box,

And the world is more vocal than ever.

But the biggest difference of all, is that we can listen to these conversations.

Which means that we as a brand, can engage and interact with our audiences in a way that no other generation has been able to before.

The fact that we can listen to what people think about our brand, their hopes, their dreams, their desires; is giving us the biggest opportunity to connect, change, communicate - and be real - with our audiences.

“Simply put, the groundswell is a social trend in which people use technologies to get the things they need from each other instead of from companies.”

GROUNDSWELL “Winning in a world transformed by social technologies”

Part 1:Social Media Guidelines

The word of social media is a big place, and we all have a voice…

and even though it’s a big pond…

The repercussions of what is said within the social media stratosphere can be huge.

An example.

Nestle’s Facebook PR disaster.

(view on full screen to read)

The brand reputation this conversation has had to Nestle is irreversible.

And could have been easily avoided had this Nestle employee had some basic social media training.

Murdoch University’s Social Media Guidelines

1. Be respectful.

2. Be a leader.

3. Be responsible.

Be respectful

1. Use your real name and always be honest and transparent in your communications.

2. You are welcome to express an opposing viewpoint if you do so in a respectful way - never resort to personal attacks or post content that is offensive, defamatory, vulgar or otherwise objectionable.

3. Talk to us if you have a concern related to the University. Publicly voicing any such issue without first addressing it internally is counterproductive.

Be a leader

1. Identify your position at the University (and qualifications if relevant) whenever participating in discussions related to your area of expertise.

2. Avoid commenting on unfamiliar topics and ensure your personal opinions are distinguished from professional discourse (e.g. when commenting on a topic outside of your area of expertise, include a disclaimer: the postings on this site are my own and don’t necessarily represent the positions, strategies, or opinions of Murdoch University.)

3. And, regardless of whether you are conversing in a personal or professional capacity, ensure what you’re saying adds value to the discussion.

Be responsible

1. Protect sensitive, confidential or proprietary information. Also ensure you respect intellectual property and link to sources whenever possible.

2. If you make a mistake, be upfront and take responsibility for it. Minor issues can often be easily remedied with an apology or by posting a correction, but never try to handle anything more serious than this on your own (contact The Office of Corporate Communications and Public Relations).

3. Use your best judgment and always think twice before you hit publish - because it is you who is ultimately responsible for what you write.

1. Be respectful.

2. Be a leader.

3. Be responsible.

Follow these guidelines and you will be fine.

How our official tweeter, Jo, has used the Social Media Guidelines within the MurdochUni Twitter account.

An example:

Really unhappy

Twee

tdec

k

Really unhappy

Really, really unhappy

Twee

tdec

k

Really unhappy

Really, really unhappy

We get in contact

Twee

tdec

k

Really unhappy

Really, really unhappy

We get in contact

Getting happier

Twee

tdec

k

Really unhappy

Really, really unhappy

We get in contact

Getting happier

Now we’re all happy

Twee

tdec

k

Identified herself.

She clearly told this tweeter that she was from Digital Media.

She took the conversation offline so she could engage the right people (i.e. student admissions) to find a solution.

Respectful.

Jo didn’t buy in to the negativity that Tealou had going there, she was polite, supporting and genuinely wanted to help.

Part 2:Knowing which

tools to use.

There are 100s, 1000s of social media tools with new ones popping up and gaining momentum

every day.

? Before knowing what technology to use, you must first ask yourself…

What is your

Objective?

P.O.S.T

People

Objective

Strategy

Technology

Make sure you have good

Planning

“We want to do something in social media.”

6 monthsP.O.S.T Content

strategy.

Guidelines.

Crisis Management.

Education.

Trial Ready for public consumption

Planning time to launch the official MurdochUni twitter account:

Ensure you have the resources to manage it effectively.

Jo manages the MurdochUni twitter account as a part-time job to get her through uni.

There is no way we could add the day to day management of Twitter effectively on top of our existing roles.

The big 4 - the heavy weights of social media tools…

NEW!

Facebook is a social networking website … Users can

add people as friends and send them messages, and

update their personal profiles to notify friends about

themselves. Additionally, users can join networks

organized by workplace, school, or college. The

website's name stems from the colloquial name of

books given to students at the start of the academic

year by university administrations in the US with the

intention of helping students to get to know each

other better.

• Connection• Self-expression• Entertainment• Discovery

• Pages• Community pages• Groups• Share this• Like this• Events• Donate• Plus whatever tomorrow brings…

Quantcast.com

Twitter is a social networking and microblogging

service that enables its users to send and read other

users' messages called tweets. Tweets are text-based

posts of up to 140 characters displayed on the

author's profile page. Tweets are publicly visible by

default, however senders can restrict message

delivery to their friends list. Users may subscribe to

other author tweets—this is known as following and

subscribers are known as followers.

Twitter is a social networking and microblogging

service that enables its users to send and read

other users' messages called tweets. Tweets are

text-based posts of up to 140 characters displayed

on the author's profile page. Tweets are publicly

visible by default, however senders can restrict

message delivery to their friends list. Users may

subscribe to other author tweets—this is known as

following and subscribers are known as followers.

• Influence• Brevity – 140 characters!

• Accessibility• Interaction• Versatility• Anonymous

• Lists• Re-tweet• Tweet this•@mentions• trending topics• Twitpic & Twitvid• plus whatever tomorrow brings…

Quantcast.com

LinkedIn (pronounced /ˌlɪŋkt.ˈɪn/) is a business-oriented social networking site. Founded in December 2002 and launched in May 2003,[2] it is mainly used for professional networking.

LinkedIn (pronounced /ˌlɪŋkt.ˈɪn/) is a business-oriented social networking site. Founded in December 2002 and launched in May 2003,[2] it is mainly used for professional networking.

• Connections• Personal branding• Interact• Discovery• Self-expression (work-way)

• Groups• Connections• Job listings• Follow• Answers• plus whatever tomorrow brings…

Quantcast.com

NEW!

Foursquare is a location-based social networking website, software for mobile devices. Users "check-in" at venues using a mobile website, text messaging or a device-specific application.[2] They are then awarded points and sometimes "badges.”

Foursquare is a location-based social networking website, software for mobile devices. Users "check-in" at venues using a mobile website, text messaging or a device-specific application.[2] They are then awarded points and sometimes "badges.”

• Brevity• Versatility• Game• Discounts and freebies• Recognition • Social currency• Tie to offline activity

• Badges• Check-in• Ping friends• Become a Mayor• Unlock specials• Share venue tips• Add to your to-do list

Quantcast.com (Being a relatively new technology, these are American stats)

Don’t get blinded by new shiny tools. Do your homework first (POST) and make sure you’re clear on what your trying to achieve. Then choose your technology.

What next?1. Know the social media guidelines.2. Do your homework (POST). 3. Talk to us (Digital Media) if you’re

looking to embark on something.

De HallamDigital Media

ebusiness@murdoch.edu.auExt. 6032