View
949
Download
2
Embed Size (px)
DESCRIPTION
Social Media 101 presentation at Florida Memorial University on March 17, 2011.
Citation preview
Social Media 101Project PROTECT - Florida Memorial University
Chelsea Duranspecialist, strategy/pr(add)ventures
Social media goals
What are your social media goals?
Raise awareness
Encourage students to use services
Determine your social media goals, then you can start developing a plan.
Strategic planning
Who is your audience?
What platforms will you be using? (Facebook, Twitter, YouTube, Foursquare, LinkedIn, etc.)
Who will be responsible for posting?
How often will you be posting?
Crafting your message
What is the message you want to get across on social media platforms?
What is your tone? Authoritative? Conversational?
Listen
Your messaging strategy should start with listening.
Take time to listen to your audience. How do they talk to each other?
Try to mimic the tone in conversations with their friends.
Where to start
YouTube
Facebook statsFacebook has more than 500 million active users.
About 50% of active Facebook users log on to Facebook in any given day.
The average user has 130 friends.
There are more than 200 million active users currently accessing Facebook through their mobile devices.
People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.
Source: http://www.facebook.com/press/info.php?statistics
Facebook: What works
Questions, photos, videos and content your audience wants to share
Conversation and responding to comments
Create a PAGE not a group. Pages can be transferred, groups stay with their creator FOREVER.
Facebook: What doesn’t work
Boring content
Talking like a textbook
Scaring people into listening to you with sad, negative, hopeless messages
Ignoring comments
Text
Follow the American Red Cross on Facebook
Engaging content
Consistent branding
Conversational
Twitter stats
460,000 - Average number of new accounts per day over the last month.
182% - Increase in number of mobile users over the past year.
140 million - The average number of Tweets people sent per day, in the last month.
Source: http://blog.twitter.com/2011/03/numbers.html
Twitter: What works
Short tweets. Leave at least 20 characters out of your 140 available characters free. This will help people retweet your information.
Interesting content. Think about what you like to share with your friends.
Saying thank you. If someone retweets your information, thank them for it.
Twitter: What doesn’t work
Long links. Use tools like bit.ly to shorten long links to fit into your posts.
Being shy. Millions of tweets are sent each day, tweet a few times a day to make sure you’re heard.
Talking about yourself ALL THE TIME. Share the love - link to other organizations’ content, retweet great posts from your followers.
Follow @LIVESTRONG on Twitter.
Good use of hashtags “#” - #SXSW, #LIVESTRONG #health
Mentioning other organizations, like @SetonFamily Hospital
YouTube stats
Exceeds 2 billion views a day
24 hours of video uploaded every minute
Average person spends 15 minutes a day on YouTube.
YouTube: What works
Short and captivating videos
“Tag” your content with relevant keywords that tie back to your mission
Repost videos you publish on YouTube on your Facebook and Twitter walls
Encourage your audience to share the videos
YouTube: What doesn’t work
Long videos
Closing comments - let your audience interact with other viewers
Ignoring comments - monitor comments for spam and/or harmful messages.
General tips
KISS
Have a plan
Be consistent - stay true to your brand across all platforms (offline, too)
Let people know where you are - include logos in printed materials, ask people to “like” your page in conversation and follow you
More general tips
Be casual, but stay professional
Be gracious - tell people thank you for sharing your posts
If you’re not familiar with any of these platforms, create a personal account and spend time learning how it works.
Tools
Create a content calendar
Hootsuite
Google Alerts
bit.ly
What keyword do you want to follow?
Only the best results or all results?
How often do you want to hear about it? How do you want the alert
delivered?
... and remember
It’s SOCIAL
Two-way communication
Conversational tone
My favorites
Beth Kanter (http://www.bethkanter.org/)
SocialFish (http://www.socialfish.org/blog)
Social Media Explorer (http://www.socialmediaexplorer.com/)
Eloqua’s Social Media Playbook (http://www.slideshare.net/Eloqua/eloqua-social-mediaplaybookpublic-4525846)
Red Cross Social Media Handbook (http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field-units)
Air Force Blog Assessment http://www.flickr.com/photos/cambodia4kidsorg/3226367547/sizes/o/
Final word of caution
Know where you’re tweeting from at all times.
Note: The Red Cross/Dogfish Head Brewery incident.
http://redcrosschat.org/2011/02/16/twitter-faux-pas/
Whoops!
Saved by the boss
... and the brewery.
Contact me
@chelsead
http://www.linkedin.com/in/chelseaduran