Social Media 101 for Small Business

Social Media 101By Tim NekritzAssociate Director of Public Affairs/Director of Web CommunicationSUNY Oswego

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, Formspring, Foursquare and more.

Social media IS• About connections• About content• About conversations• About authenticity• A two-way street• Part of wider effort (hub and spoke)

Social media IS NOT• One more place to throw press releases• One-way marketing• Static space• Something to ignore• All about you!

Social media marketing• Know your options• Analyze audience (who using and why)• Goals before tools• Sustainability

Also: it’s expected *Noel-Levitz E-Expectations, July 2011

5 top tips1. Be present!Try before you buy

5 top tips2. Be prepared!Have a content strategy

5 top tips3. Be responsive!Reply and sustain

5 top tips4. Be friendly!Have conversations

5 top tips5. Goals before tools4.Does it help us meet a goal?5.What’s in it for us?6.What’s in it for our users?Avoid OSS

Types? Oh so many …• Facebook• Twitter• YouTube• Pinterest• Foursquare/Geosocial• Photosocial• Blogs[We keep an online inventory]

Facebook• The 800-pound gorillaConsiderations:• Page? For business, yes• Group?• Individual account? (no)

Content = Connecting

Twitter: 140-characterstories

About them > about us

Twitter: 2 symbols are key• @ symbol: replying or addressing someone• # = hashtag, organizing around topic, conference, event

Hashtags = Connecting

YouTubehttp://www.youtube.com/sunyoswegovideo

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!

Pinterest? Have a point.

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

Geosocial: Foursquare

Photosocial: Flickr

Photosocial: Instagram

Blogs: Have something tosay?

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?

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.

Negative feedback?• Honest complaints• Spam• Ragers• TrollsAgain, make sure you have a posted policy!

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

Who has the keys?

Social media conduct• Zappo’s social media policy:“Don’t do anything stupid”• It’s pretty much common sense

Next steps• Goals?• Time/resources• Options/communities• Content strategy: what to say• Get social!

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/ socialmediaguide.html

Social Media 101 for Small Business

by Tim Nekritz on Jul 16, 2012

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