Intro to social media

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An intro to social media for York University staff, which I gave in 2013. Some resources for you, best practices, links and more.

An intro to social media for York University staff, which I gave in 2013. Some resources for you, best practices, links and more.

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  • The book on social media is constantly being written.That’s means there’s no template, no cut & paste solution.We discover what to do by trying things, experimenting and learning.Do more of what works, don’t do what doesn’t, and constantly adjust.
  • People ask me what works on social media.I say “I can’t predict accurately what will work for you – you’ll have to learn by doing.”There are best practices, just not templates.Here’s some suggestions from an NPR study.Be interesting, be conversational, be unique, be topical, be newsworthy, be positive, be authentic, be responsive.Be all the things that make you want to interact with someone in the real world.
  • Some samples of accounts that I like, and their ‘flavour’
  • Some more examples


  • 1. ME • Digital Strategist • My role • Help York communicate effectively online by helping faculties and departments communicate effectively online. • Doing so will help York meet its strategic communication goals. • Act as a resource to you • Training • Support • Best practices • Strategy & advice
  • 2. STRATEGY 101
  • 4. WHAT TO DO • Institutional vs. personal accounts - important • Get the support you need • Let your supervisor / direct report know if you plan to start an account on social media • Be sensitive • Be honest and accurate • Be yourself • Listen • Use York branding
  • 5. WHAT TO DO • Make copies of the keys • Choose your network wisely • Give credit • Ask questions • Share
  • 6. WHAT NOT TO DO • Avoid jargon or marketing speak • Don’t swear • Avoid sounding institutional • Don’t censor • Don’t say things you wouldn’t want attributed to you • Don’t react in anger • Don’t assume • Don’t forget confidentiality
  • 7. WHO DO YOU WANT TO BE? • The experts: Mathew Ingram (@mathewi) & Mitch Joel (@mitchjoel) • The social butterfly: Katia Millar (@KatiaMillar) • The content curator: Mark Evans (@markevans) • The community builder: Stratford Festival (@stratfest) • The marketing expert: Ann Handley (@marketingprofs) • The activist: Robert Egger (@robertegger)
  • 8. WHO DO YOU WANT TO BE? • • •
  • 9. RESOURCES • Training • Support • Strategy • Best Practices • Guidelines • Templates
  • 10. THANK YOU • • • •