Introduction to Social Media (Week 2)

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Slides for the short course Introduction to Social Media at Queensland University of Technology, by Axel Bruns and Linda Elen Olsen.

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Introduction to Social Media (Week 2)

  1. 1. Introduction to Social MediaAssoc. Prof. Axel BrunsARC Centre of Excellence for Creative Industries and InnovationQueensland University of Technology, Brisbane, Australiaa.bruns@qut.edu.au – @snurb_dot_infohttp://mappingonlinepublics.net/Linda Elen OlsenUniversity of Bergen, Norwaylinda.olsen@infomedia.uib.no - @lindaeo http://mappingonlinepublics.net/
  2. 2. SOCIAL MEDIA: SOME BASIC TIPS http://mappingonlinepublics.net/
  3. 3. Some Basicso Profile: o Customise, personalise – but keep it simple o Be recognisable – establish one identity across all platforms o Avoid gimmicks (and potential security risks) – e.g. add-on appso Content: o For professional use: keep focussed, post regularly o Posting the same content across multiple platforms? o Be personable, but professional – stay on messageo Network: o Facebook: use pages to allow users to subscribe by liking you o Twitter: follow back everyone / some / nobody? o LinkedIn: don‟t be desperate – connect judiciously http://mappingonlinepublics.net/
  4. 4. The Social Dimensiono Interactions with other users: o Avoid using social media as just another PR channel o Design messages to be shared / passed along / retweeted by others o Monitor and respond to comments, avoid boilerplates o If you don‟t know, say so – don‟t make things up o Anticipate critical views, and engage with them o Keep comments closed where necessary, open where possible o Delete comments only in extreme cases (and be transparent about it) o Show a sense of humour – especially around spoofs and parodies o Beware the Streisand effect! http://mappingonlinepublics.net/
  5. 5. NETWORKING AND CONNECTING http://mappingonlinepublics.net/
  6. 6. Audiences?o Attracting a social media audience: o Be interesting o Be entertaining o Be insightful o Be consistent o Be active o Be transparent o Be accessible http://mappingonlinepublics.net/
  7. 7. Followers?o Connecting with followers, friends, fans: o Engage o Respond o Converse o Enthuse o Enlist o Bond o Reciprocate o Support http://mappingonlinepublics.net/
  8. 8. Influencers?o Drawing on influential followers / connections: o Build close relationships with key followers o Encourage message dissemination (retweets / shares / …) o Ask for help (“Pls RT.”) o Quid pro quo – reciprocate where possible http://mappingonlinepublics.net/
  9. 9. #kony2012 http://mappingonlinepublics.net/
  10. 10. #kony2012
  11. 11. Questionso How do you attract an audience? o Consistence, persistence, steady growth o Be proactive – go out and connect with others o Avoid „guaranteed followback‟ scams! http://mappingonlinepublics.net/
  12. 12. Questionso How do you engage with your followers? o Follow back? o Respond where possible o Remain calm and friendly, ignore trolls http://mappingonlinepublics.net/
  13. 13. Questionso How do you identify influencers? o Track your followers, likes, @mentions, retweets, … o Check their profiles – who are they? who follows them? o Track your stats – impact of key followers‟ actions? o Follow, read, see who keeps showing up! http://mappingonlinepublics.net/
  14. 14. SOCIAL MEDIA ANALYTICS http://mappingonlinepublics.net/
  15. 15. LINKEDIN AND FACEBOOK ANALYTICS 22.01.2013 Linda Elen Olsen
  16. 16. LINKEDIN• Profile• Network• Groups• Polls• InMaps
  17. 17. PROFILE
  18. 18. NETWORK
  19. 19. GROUPS
  20. 20. GROUPS
  21. 21. GROUPS
  22. 22. GROUPS
  23. 23. POLLS
  24. 24. POLLS
  25. 25. INMAPShttp://inmaps.linkedinlabs.com
  26. 26. FACEBOOK• Pages• Plugins• Ads• Polls
  27. 27. FACEBOOKwww.facebook.com/busines s
  28. 28. FACEBOOK PAGES
  29. 29. INSIGHTS FOR PAGES
  30. 30. INSIGHTS FOR PAGES• Page posts• Like sources• Frequency and reach• Page views• Demographics
  31. 31. INSIGHTS FOR PAGES
  32. 32. INSIGHTS FOR PAGES
  33. 33. INSIGHTS FOR PAGES
  34. 34. INSIGHTS FOR PAGES
  35. 35. SOCIAL PLUGINS• Insights for Websites• Insights for Applications
  36. 36. PLUGINS FOR WEBSITES
  37. 37. APPLICATIONS
  38. 38. ADS• Advertising performance• Responder demographics• Responder profiles• And more...
  39. 39. ADS
  40. 40. POLLS
  41. 41. POLLS
  42. 42. SOCIALDON.COM
  43. 43. FACEBOOK GRAPH SEARCH
  44. 44. TWITTER http://mappingonlinepublics.net/
  45. 45. Twitonomy http://mappingonlinepublics.net/
  46. 46. SCENARIO WORKSHOP http://mappingonlinepublics.net/
  47. 47. Managing a Communityo Scenario workshop: o You run the Facebook page for the Brissie Bike Hubbb – a local community of bicycling enthusiasts. You keep getting a few disruptions, though: o activists who want to lobby the Lord Mayor to include helmets with the urban rental bikes; o extreme bikers who posts photos of themselves doing crazy and dangerous stunts; o motorists who drop by and abuse the community. What do you do? How do you deal with these disruptions (pick any one, or – for the adventurous – try to solve them all)? o Hint: perhaps you need a mission statement: Are you an activist group? A family organisation? http://mappingonlinepublics.net/
  48. 48. HOOTSUITE http://mappingonlinepublics.net/
  49. 49. Twitter Client Appso Various options: o Tweetdeck, Seesmic, Hootsuite, … o Cross-platform availability: desktop, browser, iPhone, iPad, Android, …o Key additional functionality: o Image / video upload o URL shortening o Multi-network cross-posting o …o Other features: o Browser plugins o Message scheduling o Multi-account, multi-user scenarios http://mappingonlinepublics.net/
  50. 50. Hootsuiteo Multi-platform: o Twitter, Facebook (incl. groups, pages), LinkedIn o Google+ pages, Flickr plugin, YouTube plugino Multi-account: o Manage multiple accounts from the same app o Team collaboration in managing one accounto Built-in analytics o Freemium model: basic functions free http://mappingonlinepublics.net/

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