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Social Media 101: Business of Music Class

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Social Media 101 presentation delivered in October 2012 for SUNY Oswego's "Business of Music" class.

Social Media 101 presentation delivered in October 2012 for SUNY Oswego's "Business of Music" class.

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Transcript

  • 1. Social Media 101for Business ofMusicBy Tim NekritzAssociate Director of Public Affairs/Director of Web CommunicationSUNY Oswego
  • 2. What is social media?• Interactive parts of the Internet where we can communicate with a range of audiences – for us prospective students, current students, faculty, staff, alumni, parents and friends of the college.• Includes (but is not limited to) Facebook, Twitter, YouTube, blogs, Instagram, Soundcloud, Foursquare and more.
  • 3. Social media IS• About connections• About content• About conversations• About authenticity• A two-way street• Part of wider effort (hub and spoke)
  • 4. Social media IS NOT• One more place to throw press releases• One-way marketing• Static space• Something to ignore• All about you!
  • 5. Social media marketing• Know your options• Analyze audience (who using and why)• Goals before tools• Sustainability
  • 6. 5 top tips1. Be present!Try before you buy
  • 7. 5 top tips2. Be prepared!Have a content strategy
  • 8. 5 top tips3. Be responsive!Reply and sustain
  • 9. 5 top tips4. Be friendly!Have conversations
  • 10. 5 top tips5. Goals before tools1.Does it help us meet a goal?2.What’s in it for us?3.What’s in it for our users?Avoid OSS
  • 11. Facebook• The 800-pound gorillaConsiderations:• Page? For business, yes• Group?• Individual account? (no)
  • 12. Content = Connecting
  • 13. Best stories = humaninterest
  • 14. Connecting is human
  • 15. Twitter: 140-characterstories
  • 16. About them > about us
  • 17. Twitter: 2 symbols are key• @ symbol: replying or addressing someone• # = hashtag, organizing around topic, conference, event
  • 18. Hashtags = Connecting
  • 19. YouTubehttp://www.youtube.com/sunyoswegovideo
  • 20. What makes a good video?• Meets a goal• Short (~1 minute get biggest response)• User-focused• Fast-moving• Reasonable qualityIt’s not about big-budget, slick productions; our raw/low-edit videos have great metrics!
  • 21. Pinterest? Have a point.
  • 22. Geosocial/location-based• Services tied to your smartphone• Fastest-growing part of social media• Location-based services have enormous potential to connect people to places, places to people, and people to people in places. • -- Tim Jones, North Carolina State University
  • 23. Geosocial: Foursquare
  • 24. Audiosocial: Soundcloud
  • 25. Photosocial: Instagram
  • 26. Blogs: Have something tosay?
  • 27. Alyssa Explains It All
  • 28. Straight up Michigan!
  • 29. How ‘bout some examples …… involving music?Preferably before we fall asleep?
  • 30. Pete Yorn: Twitter
  • 31. Pete Yorn: Facebook
  • 32. Pete Yorn: YouTube
  • 33. The Wiyos: Facebook
  • 34. The Wiyos: YouTube
  • 35. The Tragically Hip: Facebook
  • 36. Integration: a simple story
  • 37. Monitor and respond• Social media is 24/7• Basic customer service, just new way• Most users just looking for an answer• Would you ignore your email for days?
  • 38. Our FB comment guidelines• The discussion board is available for questions, often from those entering or considering Oswego ... we hope to get you answers in a timely manner as you ponder joining our community. However, spam, blatantly commercial, obscene and/or denigrating messages are not welcome in this space and may be removed, as this page exists to serve a broader community.
  • 39. Negative feedback?• Honest complaints• Spam• Ragers• TrollsAgain, make sure you have a posted policy!
  • 40. Content strategy• What do you post?• How often do you post?• Sharable: “wow” or “whoa!” factor• Don’t be a robot; be a human(And, of course, who posts it) Great site >> meetcontent.com
  • 41. Who has the keys?
  • 42. Social media conduct• Zappo’s social media policy:“Don’t do anything stupid”• It’s pretty much common sense
  • 43. Next steps• Goals?• Time/resources• Options/communities• Content strategy: what to say• Get social!
  • 44. Questions?• Also available at: tim.nekritz@oswego.edu … or http://www.facebook.com/tim.nekritz… or http://twitter.com/TimNekritzPresentations http://www.slideshare.net/TimNekritz/Our social media users’ guide:http://www.oswego.edu/administration/public_affairs/socialm ediaguide.html