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No Guts No Glory:  Seeding a Digital Culture of Social Media in Institutions

Amy Hayward | @amykinshay

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Amy Hayward

Social Media Officer, External Relations, University of Aberdeen

Responsible for @aberdeenuni, oversees 100+ other university accounts

Instagram is currently my favourite thing

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Who Are You?

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where you’re fromwhat you do

what’s your favourite social media platform?

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What we’ll cover

• Institutional buy-in• Tools

• Analytics

• Getting the boss/less digitally savvy onside

• Social media strategies & best practices• Giving & receiving support

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Institutional Buy-in

What can you do if this doesn’t currently exist in your institution?

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Institutional Buy-in

Work smarter (use tools)

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Institutional Buy-in

Don’t work in isolation (get your colleagues onside)

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Institutional Buy-in

Know the tricks of the trade (analytics)

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Working Smarter(with tools)

• Hyperlapse• Hootsuite• Buffer• Followerwonk• Tweetdeck

• Crowdfire• Layout• Klout• Sumall

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Working Smarter(with tools)

What tools do you love? Why?

Consider the first box on your worksheet, discuss in groups

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Don’t work in isolation (get your colleagues onside)

Understand the benefits, acknowledge the challenges

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Don’t work in isolation (get your colleagues onside)

Write a business case, reflect

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Working across an institution is hard

Align your goals

Be flexible

Recognise that change is slow

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Analytics

Accurate and honest measures of success

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Analytics

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Let’s try some

Look at your worksheet , in groups discuss how you would convey these stats to a manager. How about to a colleague? To a funder?

Why might some tweets not need link clicks to be seen as a success?You know the drill, nominate another person and tell us on

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Social Media Audits

Regular audits give you something to report on with quantitative stats

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Strategies

• Jab, Jab, Jab, Right Hook (Vaynerchuk)• Native Content• Motivate others to share (Danzarrella.com)• P-O-S-T method (groundswell Li and Bernoff)

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Jab,Jab, JabRight Hook

Jab, Jab, Jab, Right Hook

light weight, useful but with no apparent sales pitch, trigger emotional response

the hard sell, outright advertising, call to action

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Are these Jabs or Right Hooks?

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Tesco

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Tesco

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Let’s try it

Look at your handout on the tables, in a group choose a tweet to turn into a jab

Read ‘em out to each other if you like, nominate a tribute eager person to type them into todaysmeet.com/thechats

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Going viral

• Don’t bother• you can’t• The Internet is a vast and unruly place• There’s no point chasing rainbows

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Toolkit & Things to take away

• Social media lunchables; a safe place of discovery• Monthly newsletter updates• Understanding the structure of departments• International perspectives — weibo, youku, we chat — emerging apps

— yikyak, kik, snapchat, periscope, experimenting• Business Case/Account Intent documents can establish

professionalism which can lead to a budget• If there are no guidelines, make some and make them fast

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Questions?

Follow @amykinshay &