Social Media: Leveraging Web 2.0 Brent Hoard Webmaster, Randolph-Macon College
Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues. They support the democratization of knowledge and information and transform people from content consumers to content producers. What is social media?
Social media is NOT the tools. Tools: Blogs, RSS, Twitter, Facebook, YouTube, Flickr, etc. Social media is about having conversations with consumers and constituents online, and LISTENING (and, hopefully, responding) to immediate feedback. Disclosure: Engaging with social media DOES require a (small) leap of faith. Simplified Definition
Why should government and non-profits (and business) care about what is going on in social media? Social Media by the Numbers
The number of years for certain media to reach 50 million users: Radio: 38 years TV: 13 years Internet: 4 years iPod: 3 years Facebook: 100 million in 9 months (Source: Facebook) iPhoneApps: 1 billion downloaded in 9 months (Source: Apple) Social Media by the Numbers
Percentage of companies using social media in hiring practices: 95% SOURCE: Jobrite Social Recruitment Survey Social Media by the Numbers
There are now more than 200,000,000 blogs. SOURCE: Technorati Social Media by the Numbers
54% of bloggers update content daily. SOURCE: ClickZ Stats SES Magazine, June 8 73% of active online users have read a blog SOURCE: Universal McCann Comparative Study on Social Media Trends April 2008 90% of consumers trust peer opinions read on the web. SOURCE: July 2009 Nielsen Global Online Consumer Survey Social Media by the Numbers
The power of “crowd sourcing.” Users translated the entire Facebook web site into Spanish within 2-weeks by using a Wiki. Cost to Facebook.com? Social Media by the Numbers
The power of “crowd sourcing.” Users translated the entire Facebook web site into Spanish within 2-weeks by using a Wiki. Cost to Facebook.com? ZERO. SOURCE: Facebook Social Media by the Numbers
As of 2009, 25% of all links in search engines related to organizations and brands lead to use generated social media content. SOURCE: Marketing Vox & Neilsen Buzz Metrics, SES Magazine Social Media by the Numbers
More than 1.5 million pieces of content are shared on Facebook, daily. The last available data is from 2008, and the rate is likely much higher now. SOURCE: Facebook (2008) Social Media by the Numbers
Generations Y and Z look at email as something “parents do.” In 2009, Boston College stopped distributing email accounts to incoming freshmen. SOURCE: The Chronicle of Higher Education Social Media by the Numbers
By 2010, Generation Y will outnumber Baby Boomers and 96% of them have joined a social network. SOURCE: Grunwald Associates National Study Social Media by the Numbers
Social media is not about “young people” though. Facebook reports that, by far, the largest growing constituency on their network is 55-65 year old females. SOURCE: Facebook Social Media by the Numbers
The Field of Tools
Social media is not a fad. Social media represents a fundamental shift in the way we communicate to each other and to the businesses and organizations we rely upon. People are talking about you RIGHT NOW. So what’s the deal?
“It’s about conversations, and the best communicators start as the best listeners.” Brian Solis, Social Media Manifesto This isn’t rocket surgery. Join and Start Listening. How is it done?
There are thousands of social media tools available, but only so many hours in the day. Where do I need to be? Select wisely. You have infinite resources, right?
Selecting the right “networks” and tools is common sense. You are already aware of certain networks. There’s a reason why. Big Names: Facebook, LinkedIn, Twitter, Flickr & YouTube Targeting Your Efforts
Who do you want to reach? General Public? Agency Members? Things to do: Establish goals Who will maintain the sites? How often will you update? Will you need an approval process to make updates? Who will be your voice? Establish policies Some Things to Think About.
Think about your audience first (Audience Analysis) Why should they come to you and what will you offer them? Design and engage your sites around your audience Remember ARCS Motivational Design Model – Attention, Relevance, Confidence & Satisfaction Avoid ROT – Redundant, Outdated & Trivial Audience
Launch: 1997 (private) 2006 (public) Users: 400 million Daily Pageviews: 7 billion Web Rank: 2nd Most Popular Web site Pros: Free, Immense Audience, Popular Cons: Privacy, Login Req’d, 508? Facebook
Launch: 2005 (acquired by Google in 2006) Daily Users: 350 million Daily Pageviews: 5 billion Web Rank: 3rd Pros: Free, Mobile, Large Audience, TV Cons: Flash-based, CC is bad (accessibility) YouTube
Launch: 2002 Daily Users: 70 million Daily Pageviews: 350 million Web Rank: 29th Pros: Buzz, Pageviews, Less SPAM Cons: Limited Purpose LinkedIn
Launch: 2003 (Acquired by Yahoo in 2005) Daily Users: 70 million Daily Pageviews: 280 million Web Rank: 35th Pros: Free (Paid too), Large Audience, Indexed, Storage space, Slideshows Cons: Upload limits (Free version) Flickr
Launch: 2000 Users: 190 million + Daily Pageviews: 670 million (low estimate) Web Rank: 11th Pros: Free, Fast, Buzz, LARGE audience, Access, Mobile, API/Apps Cons: Esoteric, Somewhat niche, Outages Twitter
Facebook: 7,240 unique viewers to a single photo gallery (6,179 viewers the next day) – Peer Sharing 4,946 unique visitors came to RMC.edu in April via Facebook sources Flickr: 1,815 unique visitors to RMC.edu from Flickr Wikipedia: 1,350 unique visitors Twitter: 1,024 unique visitors YouTube: ~200 unique visitors Admissions video viewed 1000 times in 2009/10 by a global audience The Digital Payoff
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