Social Media: Beyond the Basics


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Presentation delivered at iModules Summer Sizzler 2010 Coinference, July 20, 2010, Kansas City, Mo.

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  • ANDY: I thought I’d begin by briefly discussing the conversation from my blog about guidelines vs. policies and how I’d crowdsourced for some insightThe slides that follow quote some of the comments I received from readers
  • ANDY: This comment sort of summarizes the sense of the discussion and confirms what I sensed – that there’s sort of this Mars-Venus, head-heart view about policies and guidelines. … Policies satisfy the legal, HR, institutional requirements to protect the institution, while guidelines are designed to help us navigate the choppy and changing currents of social media and communications/marketing.
  • ANDY: A Star Trek metaphor may help illustrate the tension between policies (Spock) and guidelines (Kirk).Like Spock, the policies may be logical and very simplistic, but guidelines help direct us through the gray areas.
  • ANDY: This quote is from a new book by Charlene Li called “Open Leadership.” Many of you may be familiar with an earlier book by Charlene called “Groundswell,” which she wrote with Josh Bernoff while they both were with Forrester Research.In her new book, she talks about how social media and the openness of Internet culture is redefining leadership. The move toward more open cultures in business, etc.One of the interesting concepts she discusses is that of a “sandbox covenant” – agreements on how people in an organization ought to agree to work together within the boundaries of a sandbox.
  • ANDY – These are the guiding principles for developing a social media policy(The last point about protecting the university extends to its brand identity as well)
  • ANDY – Based on what I’ve reviewed, these seem to be the main elements of social media policies for universities and other organizations. The slides that follow elaborate on these. (Painting with a broad brush here, I know, so if I’m overlooking anything, let me know.)
  • Social Media: Beyond the Basics

    1. 1. Social media:<br />Beyond the basics<br />@andrewcareaga• @MissouriSandT• #Sizzler10 • July 20, 2010<br />
    2. 2.<br />
    3. 3. What’s your digital IQ?<br />
    4. 4. Social media is…<br /><ul><li>‘a shift in how people discover, read and share news, </li></ul> information and content’ – Wikipedia<br /><ul><li>user-generated content
    5. 5. ‘architecture of participation’</li></li></ul><li>Social media is not…<br /><ul><li>another marketing channel
    6. 6. a substitute
    7. 7. merely an option
    8. 8. a complete waste of time</li></li></ul><li>Social media is…<br />social!<br />
    9. 9. S&T’s social media history<br /><ul><li>2006
    10. 10. Google Video</li></ul> (then YouTube)<br /><ul><li>Visions research blog
    11. 11. 2007
    12. 12. Name Change Conversations
    13. 13. eConnection
    14. 14. “Hello” campaign
    15. 15. Facebook, Twitter
    16. 16. 2008
    17. 17. Spacebook blog
    18. 18. 2009
    19. 19. Facebook, YouTube, Twitter, LinkedIn</li></li></ul><li>Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder<br />
    20. 20. Jack Dorsey has more followers on Twitter (1,586,915) than The New York Times has subscribers (951,063)@jack followers on Twitter as of July 2, 2010; New York Times subscribers as of March 31, 2010<br />
    21. 21. Marketing isn’t going to go away. Nor should it. But it needs to evolve rapidly and thoroughly, for markets have become networked and now know more than business, learn faster than business, are more honest than business, and are a hell of a lot more fun than business.<br />The Cluetrain Manifesto<br />
    22. 22. Social media (r)evolutionthe last 12 years<br />1999 2001 2003 2004 2005 2006 2009<br />‘markets are conversations’ • file sharing <br />• blogging • open-source collaboration • social bookmarking • virtual worlds • social networking • sharing music, photos, video •‘what’s happening?’<br />
    23. 23. Social media: still growing up<br />19992010<br />Blogger Wikipedia Facebook Twitter Foursquare<br />
    24. 24. In a revolution,kings lose their heads. <br />
    25. 25. … therefore, think like a peasant.Dan Forbush, founder of Profnet, 1996<br />
    26. 26. Who’s doing what online?<br />
    27. 27. Gary Hayes,<br /><br />
    28. 28. Creators (24%)<br />The Groundswell social media ladder<br />Conversationalists<br />(33%)<br />Critics (37%)<br />Collectors (20%)<br />Joiners (59%)<br />Spectators (70%)<br />Inactives (17%)<br />Source: Forrester Research; Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies (2008). Ladder updated Jan. 19, 2010, to include “Conversationalists” (<br />
    29. 29. Diving in …<br />‘Like skydiving, a lot of learning comes from doing.’<br />Brad J. Ward, co-founder,, “Skydiving Into the Social Web,”, Jan. 6, 2010<br />
    30. 30. But before you dive in…<br />Are you ready?<br />Research<br />Planning<br />Resources<br />Cartoon courtesy of @debrasanborn<br />
    31. 31. Research<br />Your audience (alumni)<br />Demographics <br />Psychographics<br />Socialgraphics – What are they doing online?<br />
    32. 32. Research: Socialgraphics<br />Where are your alumni online?<br />What are their social behaviors online?<br />What social information or people do they rely on?<br />What is their social influence?<br />How do your alumni use social media in the context of your institution?<br />Adapted from Charlene Li and Jeremiah Owyang, Social Strategy: Getting Your Company Ready,” April 14, 2010<br />(<br />
    33. 33.
    34. 34.
    35. 35.
    36. 36.
    37. 37. We believe that by following back each alumnus who follows the association or its staff, and encouraging alumni to connect with fellow followers, schools and alumni associations can deploy Twitter as a community-building tool.<br /><br />
    38. 38. The social media audit<br />What is your institution currently doing in social media?<br />Who are your internal experts? (Identify and involve them.)<br />
    39. 39. Planning: Moving forward<br />Develop your social media plan<br />Social media policies/guidelines<br />Responding in a crisis<br />
    40. 40. A four-step approach<br />Develop a plan<br /><ul><li>Integrate it
    41. 41. Know what’s already working</li></ul>Beware the bandwagon<br />Understand your audience(s)<br />Feed the beast<br />
    42. 42. Integration: what’s already working? <br /><ul><li>Campus visits/summer camps</li></ul>More than 70% apply<br />About 61% enroll<br />26% of 2009 freshmen attended at least one summer program<br /><ul><li>Tele-counseling</li></ul>Increases attendance at high school visits, receptions, etc.<br /><ul><li>Consistent, frequent Communication
    43. 43. Relationship building</li></li></ul><li>Spacebook: Sandra Magnus’ blog from the International Space Station<br /><br />
    44. 44. Integration: what’s already working? <br />Missouri S&T magazine<br />84% read every issue<br />50% “very satisfied”<br />35% “satisfied”<br />Strong campus traditions<br />Consistent, <br /> frequent communication<br />Relationships<br />
    45. 45. The best ever blog:<br />St. Pat’s Flickr site:<br />
    46. 46.
    47. 47. 140 years of campus history in under 4 minutes ( <br />
    48. 48.
    49. 49. A four-step approach<br />Develop a plan<br /><ul><li>Objectives
    50. 50. Measures (metrics)
    51. 51. Management
    52. 52. Resources
    53. 53. Content (type and source)
    54. 54. Promotion</li></li></ul><li>
    55. 55.
    56. 56. Management and resources<br />Who is the social media “owner” on your campus (in your department, association, etc.)?<br />How do you allocate time and staffing?<br />
    57. 57. Social media content<br />Type<br /><ul><li>Official?
    58. 58. User-generated?
    59. 59. Tone?
    60. 60. Frequency?
    61. 61. Interactive!
    62. 62. Responsive!</li></ul>Source<br /><ul><li>Feeds?
    63. 63. Personal?
    64. 64. Combination?</li></li></ul><li>
    65. 65. Policies or guidelines?<br />I’m on the fence. ... In some sense, working without one allows more freedom because those who would sign off on a policy would limit what could be discussed and think they hold the right to delete or squash things because they fear negative comments or open dialog. But then again, having a clear policy with the understanding of the medium could foster a stronger integrated campuswide presence because it could be enforced that we all play by the same rules. <br />
    66. 66. Policies or guidelines?<br />I advocate for guidelines…which remind users that all of the existing policies regarding confidentiality, professional behavior, etc., also apply when using social media. Policies must go through much heavier levels of executive scrutiny and are therefore less flexible to change. Since the rules of social media are still evolving (see also Facebook over the past month), that flexibility is helpful in providing meaningful counsel to campus clients.<br />
    67. 67. Policies or guidelines?<br />Do a policy document and guidelines have to be mutually exclusive? I don’t think they do. A school SHOULD have an overarching policy document on electronic information, sharing, and/or privacy and social media should be discussed. But, as a benefit to the members of the institution, guidelines should be made available (included in the policy document) to instruct and inform.<br />
    68. 68. Policies or guidelines?<br /> Institutions should have social media POLICIES for the INSTITUTION. The guidelines are for the HUMAN BEINGS. <br />
    69. 69. ‘I prefer the concrete, the graspable, the provable.’<br />Mr. Spock<br />“The Return of the Archons”<br />‘Sometimes a feeling is all we humans have to go on.’<br />Capt. Kirk, <br />“A Taste of Armageddon”<br />
    70. 70. Structured openness and sandbox covenants<br /> ‘Covenants are promises that people make with each other, which differ from traditional corporate policies and procedures that dictate how things will operate within organizations.’<br />Charlene Li<br />Open Leadership<br />
    71. 71. Guiding principles<br />Empower faculty and staff to use social media to further the institution’s communications, marketing or strategic goals<br />Make it easy for them to use social media for the above purposes<br />Reinforce or expand on existing policies to ensure the university is protected<br />
    72. 72. The elements of social media policies/guidelines<br />Introduction to social media – What is it?<br />Purpose – Why a policy? (Or guidelines, principles, covenant, etc.)<br />Reference and link back to other relevant policies and guidelines<br />Define official social media presence, usage, management, etc.<br />Outline best practices<br />
    73. 73. 5 keys to social media success<br />Listen<br />Add value<br />Respond<br />Do good things<br />Keep it real<br />Adapted from Aliza Sherman, “Revisiting 10 Golden Rules of Social Media,” Web Worker Daily, Jan. 5, 2010,<br /><br />
    74. 74. A four-step approach<br />Develop a plan<br /><ul><li>Integrate it
    75. 75. Know what’s already working</li></ul>Beware the bandwagon<br />Understand your audience(s)<br />Feed the beast<br />
    76. 76. Missouri S&T’s limited presence<br />Facebook –<br />Joe Miner on Facebook –<br />Twitter –<br />YouTube –<br />Flickr –<br />St. Pat’s on Flickr –<br />Delicious –<br />No MySpace.<br />No LinkedIn.<br />Other departments also have a presence. More on that later.<br />
    77. 77. The social media cheat sheet<br />
    78. 78. The social media cheat sheet<br />
    79. 79. 3. Understand your audience<br />
    80. 80. Create a social media listening post<br /><ul><li>Google news/blog alerts
    81. 81. Twitter search
    82. 82. Active monitoring</li></li></ul><li>Listening tools: Hootsuite<br />
    83. 83.
    84. 84.
    85. 85. Have you met your Wikipedia editor?<br />Here’s ours  <br />
    86. 86. Listen + respond + add value + do good<br />
    87. 87. Twitter saves the day!<br />
    88. 88. Source: Charlene Li and Jeremiah Owyang, “Social Strategy: Getting Your Company Ready,” April 14, 2010<br />(<br />
    89. 89. 4. FEED ME, SEYMOUR!<br />
    90. 90. ‘Something as simple as a status update that ties to an emotional time in new, current, and former students’ lives seems to resonate.’<br />Rachel Reuben, <br /> blogger<br />
    91. 91. What’s next?<br />Social media goes mobile<br />
    92. 92. What’s next?<br />Social media goes mobile + local<br />Nearby tweets<br />
    93. 93. What’s next?<br />Augmented reality<br />
    94. 94. Location as platform<br />“In a perfect world, these location-based social networks would act like browsers, able to see and post interoperable location-based data from and to any platform.”<br />Marshall Kirkpatrick, “Foursquare Launches Location Layers – This Is Big,”, July 6, 2010<br />
    95. 95. Location as platform<br /><ul><li> Rewards for Foursquare “check-ins”
    96. 96. Special offers at alumni events, athletics, etc.
    97. 97. Create “tips” to highlight campus history, unique features
    98. 98. Virtual tours as games</li></li></ul><li>
    99. 99.
    100. 100. Tech’s future, according to kids<br />An “Internet of Things.” Objects connected to the Internet via RFID tags, sensors, barcodes), optimized for everyday life.<br />Action, not just information <br />True interactivity<br />Source: Latitude Research, “Children’s ‘Future Requests’ for Computers and the Internet,” July 2010. Summary:<br />
    101. 101. In conclusion…<br />
    102. 102. Don’t be afraid to fail<br />
    103. 103. Its easy to get stuck in the past when you are trying to make a good thing last<br />-Neil Young<br />12/21/2012<br />Courtesy of Mark Greenfield (@markgr)<br />
    104. 104. Thank you!<br />Andrew Careaga<br />Director of Communications<br />Missouri University of Science and Technology<br /><br />@andrewcareaga or<br /><br />Higher Ed Marketing blog:<br /><br />Find this presentation at<br />