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SOCIAL MEDIASetting the Stage
By Bradd L. [email protected] State 4-H Youth Development Specialist4-H Center for Youth Development
WHAT IS SOCIAL MEDIA?
“Technology used to connect people with others”
Source: http://mobasoft.com/wordpress/tag/twitter/
In the last six years, social media has exploded, impacting how we communicate
87% of teens ages 12-17 use the Internet75% of on-line teens prefer IM to regular e-mail. 84% of teens report owning at least one personal media device: a desktop or laptop computer, a cell phone or PDA.
(Lenhart, Madden, & Hitlin, 2005).
WORLDWIDE SOCIAL MEDIA PHENOMENON
Factoid: Worldwide, people spend 11,416 years/day on Facebook.
Source: www.alexa.com
2008
HISTORICAL PERSPECTIVE
Web 1.0 (1980’s-90’s) Organization web sites Investment in content
Internet used by organizations to broadcast a message. official content carefully controlled messages “the company line”
Source: http://frenchguyonair.wordpress.com
HISTORICAL PERSPECTIVE
Web 2.0 (Early 2002 - Present) Investments directed to include
ongoing interactive processes Web sites blogs Official content “a Conversation” Online computer applications Viral marketing campaigns Email marketing
Total Control Little Control “From One to Many” “A Conversation”Official Communications Community Management
Source: http://frenchguyonair.wordpress.com
WEB 2.0
As organizations raced to integrate new media with old practices, new entities emerged:
MySpace Facebook Flickr YouTube Twitter iTunes
Note: Twitter was the “social media darling” of 2009, but don’t discount entities like LinkedIn, MySpace, and Flickr.
NOTE: Most of these still have a lot of “growing up” to do. Expect further development!
Source: http://www.fredcavazza.net/2008/06/09/social-media-landscape/
IMPACT ACROSS THE BOARD – EXAMPLES Marketing is now more complex, with technology as the main
accelerant
University admissions people are sales persons now! Customers don’t find an organization, it finds them!
Example: Zinch, where schools compete for you!
Increasing ties by companies/products to social media Eye-fi memory cards, which automatically upload pictures from your
camera to Flickr, SmugMug, etc. Cost is about $60 for a 4 gig card.
QR Codes – A type of barcode. Users with a camera phone equipped with the correct reader software can scan the image of the QR Code causing the phone's browser to launch and redirect to the programmed web site address, providing product information and more.
SOCIAL MEDIA MARKETING ISSUES
WIIFM – “What’s In It For Me?” – Why would a youth want to be a fan of your Facebook page?
How will you get your customers/fans interacting? Example: A Univ. Facebook Page asked for advice from
alumni to new students on move-in day
Many businesses are appointing a “Community Manager” – dedicated to social media marketing.
NOTE: Email is still a very effective tool and the official web page is still “home base.”
“Must Have” Characteristics of a Community Manager Big Eyes – Watch trends and behaviors. Big Ears – Listen to what stakeholders are saying to each other. Small Mouth – Keep quiet, resist the urge to be reactive or
defensive. The community will police these things themselves.
ENGAGING AUDIENCES THROUGH SOCIAL MEDIA
Community Management Always plugged in: there is no set time for “doing”
social media.
Work is Facebook, Twitter, etc. & should be taken seriously.
Must be “digital natives.” Target audience can spot a phony!
Must represent the organization’s voice, if a bit less formal.
SOCIAL MEDIA MYTHS
You can control the conversation You can participate, listen, and try to direct the
conversation, but it will happen anyway.
It is inexpensive and fast Costs include staff time, resources, and opportunity costs It takes time to build “street cred” Will other duties go undone with the time dedicated to
social media? It may be worth it
Social media is hard It’s not hard, just complicated. You must keep up and stick to what’s relevant.
SOCIAL MEDIA MYTHS
Results are difficult to measure There are tools to help you measure the results of your social
media efforts (Hootsuite, Google Analytics, Feedburner, Alexa, etc.)
Qualitative Considerations Are you reaching audiences you’ve never reached before? Are you being talked about in a positive light?
Quantitative Considerations Traffic Number of re-tweets Number of conversations/threads Number of followers/fans Number of subscribers
TRENDS AND PERSPECTIVE – LONG TERM•Know that it’s about the services, not the tools.
•Facebook may die, but people will be doing this stuff somewhere.
•Be aware of “convergence” trend – increasingly, people don’t “go to the Internet.” Once you log in, you’re just “on.”
•Remember “portability” – mobile devices are strengthening links to social media and the entire online community.
“Today, social media are in all conversations.
Tomorrow, social media will be everywhere, like air.
It’s referring to everything from Facebook, to Flickr, to Twitter and on-line business networking such as LinkedIn and Xing.
In fact, social media is a very generic term that includes different concepts all related to technology, social interaction and building/providing content such text, photos or videos.”
From “Social Media Revolution: Don’t Miss the Bus http://frenchguyonair.wordpress.com
SOCIAL MEDIASetting the Stage
By Bradd L. [email protected] State 4-H Youth Development Specialist4-H Center for Youth Development
