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Social Media 101: A Guide to Getting Started

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Tim Nekritz

1. Social media includes platforms like Facebook, Twitter, YouTube, blogs and more that allow for interactive communication and connections between a range of audiences. 2. Effective social media use focuses on building connections through engaging content and conversations rather than one-way marketing. It requires being present, prepared, and responsive to have friendly discussions that meet organizational goals. 3. The document provides tips on using various social media platforms like Facebook, Twitter, YouTube, and geosocial tools to engage audiences and build connections. It stresses having a content strategy and monitoring interactions to facilitate conversations in line with community guidelines.

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Social Media 101 By Tim Nekritz Associate Director of Public Affairs/Director of Web Communication SUNY 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 tips 1. Be present! Try before you buy
5 top tips 2. Be prepared! Have a content strategy
5 top tips 3. Be responsive! Reply and sustain
5 top tips 4. Be friendly! Have conversations
5 top tips 5. Goals before tools 4.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 gorilla Considerations: • Page? For business, yes • Group? • Individual account? (no)
Content = Connecting
Twitter: 140-character stories
About them > about us
Twitter: 2 symbols are key • @ symbol: replying or addressing someone • # = hashtag, organizing around topic, conference, event
Hashtags = Connecting
YouTube http://www.youtube.com/sunyoswegovideo
What makes a good video? • Meets a goal • Short (~1 minute get biggest response) • User-focused • Fast-moving • Reasonable quality It’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 to say?
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 • Trolls Again, 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/TimNekritz Presentations http://www.slideshare.net/TimNekritz/ Our social media users’ guide: http://www.oswego.edu/administration/public_affairs/ socialmediaguide.html

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Social Media 101: A Guide to Getting Started

  • 1. Social Media 101 By Tim Nekritz Associate Director of Public Affairs/Director of Web Communication SUNY 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, Formspring, 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.
  • 7. Also: it’s expected *Noel-Levitz E-Expectations, July 2011
  • 8. 5 top tips 1. Be present! Try before you buy
  • 9. 5 top tips 2. Be prepared! Have a content strategy
  • 10. 5 top tips 3. Be responsive! Reply and sustain
  • 11. 5 top tips 4. Be friendly! Have conversations
  • 12. 5 top tips 5. Goals before tools 4.Does it help us meet a goal? 5.What’s in it for us? 6.What’s in it for our users? Avoid OSS
  • 13. Types? Oh so many … • Facebook • Twitter • YouTube • Pinterest • Foursquare/Geosocial • Photosocial • Blogs [We keep an online inventory]
  • 14. Facebook • The 800-pound gorilla Considerations: • Page? For business, yes • Group? • Individual account? (no)
  • 16.
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  • 24. About them > about us
  • 25. Twitter: 2 symbols are key • @ symbol: replying or addressing someone • # = hashtag, organizing around topic, conference, event
  • 28. What makes a good video? • Meets a goal • Short (~1 minute get biggest response) • User-focused • Fast-moving • Reasonable quality It’s not about big-budget, slick productions; our raw/low-edit videos have great metrics!
  • 30. 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
  • 35. 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?
  • 36. 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.
  • 37. Negative feedback? • Honest complaints • Spam • Ragers • Trolls Again, make sure you have a posted policy!
  • 38. 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
  • 39. Who has the keys?
  • 40. Social media conduct • Zappo’s social media policy: “Don’t do anything stupid” • It’s pretty much common sense
  • 41. Next steps • Goals? • Time/resources • Options/communities • Content strategy: what to say • Get social!
  • 42. Questions? • Also available at: tim.nekritz@oswego.edu … or http://www.facebook.com/tim.nekritz … or http://twitter.com/TimNekritz Presentations http://www.slideshare.net/TimNekritz/ Our social media users’ guide: http://www.oswego.edu/administration/public_affairs/ socialmediaguide.html