How To Reach Your Audience Through Social Media

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Presentation to the Agricultural Communicators of Tomorrow Leaders Conference in Stillwater, Ok., Feb. 27, 2009.

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How To Reach Your Audience Through Social Media

  1. 1. How to reach your audience through social media Brian Reuwee, MBA Account Executive Drake & Company
  2. 2. Who will read your stuff?
  3. 3. Reaching your audience
  4. 4. Alpha Zeta’s social network
  5. 5. Too much information Not enough knowledge
  6. 6. How do you find knowledge? <ul><li>Print </li></ul><ul><li>Online </li></ul><ul><li>Friends </li></ul>
  7. 7. Macro vs. Micro <ul><li>Mass media = push </li></ul><ul><li>Social media = pull </li></ul>
  8. 8. Gatekeepers
  9. 9. Borders to knowledge?
  10. 10. Expanding your reach <ul><li>Search for new social media technologies </li></ul><ul><li>Determine if technology is useful </li></ul><ul><ul><li>Where is your audience currently? </li></ul></ul><ul><ul><li>Measure (adoption rate, users, followers, etc.) </li></ul></ul><ul><li>Utilize effective: look for ways to tie together many social technologies (FriendFeed, Plaxo, Ping.fm, Splitweet, etc.) </li></ul><ul><li>Discard ineffective </li></ul>
  11. 11. What should I use? <ul><li>Social Networks: engagement, personalization </li></ul><ul><li>Blogs: Comments, responses </li></ul><ul><li>Microblogs: Action </li></ul><ul><li>RSS Feeds: info sharing, credibility, loyalty </li></ul><ul><li>Social bookmarking: info sharing, credibility, loyalty </li></ul><ul><li>Video: engagement, buy-in, viral video </li></ul><ul><li>Wiki: collaboration between members, readers, employees, audience </li></ul><ul><li>Photosharing: engagement, personalization, buy-in </li></ul>
  12. 12. What social media am I using? <ul><li>Primary </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Blogger </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Picasa </li></ul></ul><ul><ul><li>Ping.fm </li></ul></ul><ul><ul><li>Del.icio.us </li></ul></ul><ul><ul><li>StumbleUpon </li></ul></ul><ul><li>Secondary </li></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Plaxo </li></ul></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>Splitweet </li></ul></ul><ul><ul><li>Tweetie </li></ul></ul><ul><ul><li>iGoogle (other Google tools) </li></ul></ul>
  13. 13. Final thoughts <ul><li>Social Media helps knowledge reach a targeted, yet global, audience </li></ul><ul><li>Relevant content >> engagement </li></ul><ul><li>Go where your audience is at (discard unused technologies) </li></ul><ul><li>Develop a personality online (don’t be just a brand or journalist – be you). </li></ul>
  14. 14. Resources <ul><li>Here Comes Everybody – Clay Shirkey </li></ul><ul><li>Groundswell – Charlene Li, Josh Bernoff </li></ul><ul><li>http://www.interactiveinsightsgroup.com/blog1/ultimate-how-to-grow-your-social-media-network/ </li></ul><ul><li>http://www.journalism-is-dead.com/ </li></ul><ul><li>AgWired.com (Chuck Zimmerman) </li></ul><ul><li>AgJobNetwork (Mark Jewell) </li></ul>

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