Social Media Management
LIS 4930
Casey Yu
Fall 2013
Week 6
10/1-3/13
FSU SLIS – Florida’s iSchool -- Florida State Univers...
Social Media Management
Today's topics:
• Twitter part 2
Review:
• Strategy
• Blog (using Wordpress)
• Delicious
• Stumble...
Social Media Management
Announcements:
• Office hours for both Casey & Blake are via appointment
All the news you can use…...
Social Media Management
Today’s agenda
• More on Twitter and developing ways to measure your results
• Keep on working on ...
Social Media Management
Today’s agenda
• More on Twitter and developing ways to measure your results
• Keep on working on ...
Social Media Management
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
W...
Social Media Management –
Strategy & Analysis
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communi...
Social Media Management –
Strategy & Analysis
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communi...
Social Media Management –
Strategy & Analysis
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communi...
Social Media Management –
Strategy & Analysis
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communi...
Social Media Management –
Strategy & Analysis
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communi...
Social Media Management –
Strategy & Analysis
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communi...
Social Media Management –
Strategy & Analysis
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communi...
Social Media Management –
Strategy & Analysis
• 90% of your fans, once they
click "Like" button never
return to your page....
Social Media Management –
Strategy & Analysis
• 90% of your fans, once they
click "Like" button never
return to your page....
Social Media Management –
Topsy Analytics – topsy.com
FSU SLIS – Florida’s iSchool -- Florida State University, College of...
Social Media Management –
Tweetgrader – tweet.grader.com
FSU SLIS – Florida’s iSchool -- Florida State University, College...
Social Media Management –
Klout and Peer Index
• How many people you influence
(True Reach)
• How much you influence them
...
Social Media Management –
Klout and Peer Index
FSU SLIS – Florida’s iSchool -- Florida State University, College of Commun...
Social Media Management –
Klout and Peer Index
FSU SLIS – Florida’s iSchool -- Florida State University, College of Commun...
Social Media Management –
Kred
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Inform...
Social Media Management –
Measurement
• Number of fans/followers
• Number of mentions and reposts
• Klout and Peer Index s...
Social Media Management –
Strategies for Facebook
• Facebook Ads
• Using Facebook links in Twitter posts
• Using your own ...
Social Media Management –
Strategies for Twitter
• Consistent use of hash tags
• Consistent use of mentions and retweets
•...
Social Media Management –
Tools for Twitter
• TweetDeck
• Hootsuite
• BottleNose
FSU SLIS – Florida’s iSchool -- Florida S...
Social Media Management –
TweetDeck
• Tweetdeck is an application used to
access Twitter.
• Tweetdeck is available for the...
Social Media Management –
TweetDeck
• Tweetdeck is a web based application
used to access Twitter.
• It is made of panes t...
Social Media Management –
Tweetdeck
• Update in a click - Update all your friends
easily on Twitter, Facebook, MySpace,
Li...
Social Media Management –
Tweetdeck
• Retweet Twitter style - or your style - its up to you!
- All retweets are now visibl...
Social Media Management –
Tweetdeck
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & I...
Social Media Management –
Tweetdeck
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & I...
Social Media Management –
Hootsuite
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & I...
Social Media Management –
SocialMention.com
FSU SLIS – Florida’s iSchool -- Florida State University, College of Communica...
Social Media Management
• Recap:
– Review: Tweetdeck, Hootsuite
– ROI
– Google Analytics – let’s look at your stats
– Bit....
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  • What keywords are your prospective readers customers using when they search?What topics interest your audience, directly and indirectly related to your blog? Think of a search request as a question - can you provide useful answers?http://www.contentmarketinginstitute.com/2010/08/content-creation-and-promotion-is-more-effective-with-seo/http://www.seomoz.org/beginners-guide-to-seo/basics-of-search-engine-friendly-design-and-development
  • What keywords are your prospective readers customers using when they search?What topics interest your audience, directly and indirectly related to your blog? Think of a search request as a question - can you provide useful answers?http://www.contentmarketinginstitute.com/2010/08/content-creation-and-promotion-is-more-effective-with-seo/http://www.seomoz.org/beginners-guide-to-seo/basics-of-search-engine-friendly-design-and-development
  • What keywords are your prospective readers customers using when they search?What topics interest your audience, directly and indirectly related to your blog? Think of a search request as a question - can you provide useful answers?http://www.contentmarketinginstitute.com/2010/08/content-creation-and-promotion-is-more-effective-with-seo/http://www.seomoz.org/beginners-guide-to-seo/basics-of-search-engine-friendly-design-and-development
  • What keywords are your prospective readers customers using when they search?What topics interest your audience, directly and indirectly related to your blog? Think of a search request as a question - can you provide useful answers?http://www.contentmarketinginstitute.com/2010/08/content-creation-and-promotion-is-more-effective-with-seo/http://www.seomoz.org/beginners-guide-to-seo/basics-of-search-engine-friendly-design-and-development
  • What keywords are your prospective readers customers using when they search?What topics interest your audience, directly and indirectly related to your blog? Think of a search request as a question - can you provide useful answers?http://www.contentmarketinginstitute.com/2010/08/content-creation-and-promotion-is-more-effective-with-seo/http://www.seomoz.org/beginners-guide-to-seo/basics-of-search-engine-friendly-design-and-development
  • What keywords are your prospective readers customers using when they search?What topics interest your audience, directly and indirectly related to your blog? Think of a search request as a question - can you provide useful answers?http://www.contentmarketinginstitute.com/2010/08/content-creation-and-promotion-is-more-effective-with-seo/http://www.seomoz.org/beginners-guide-to-seo/basics-of-search-engine-friendly-design-and-development
  • What keywords are your prospective readers customers using when they search?What topics interest your audience, directly and indirectly related to your blog? Think of a search request as a question - can you provide useful answers?http://www.contentmarketinginstitute.com/2010/08/content-creation-and-promotion-is-more-effective-with-seo/http://www.seomoz.org/beginners-guide-to-seo/basics-of-search-engine-friendly-design-and-development
  • What keywords are your prospective readers customers using when they search?What topics interest your audience, directly and indirectly related to your blog? Think of a search request as a question - can you provide useful answers?http://www.contentmarketinginstitute.com/2010/08/content-creation-and-promotion-is-more-effective-with-seo/http://www.seomoz.org/beginners-guide-to-seo/basics-of-search-engine-friendly-design-and-development
  • What keywords are your prospective readers customers using when they search?What topics interest your audience, directly and indirectly related to your blog? Think of a search request as a question - can you provide useful answers?http://www.contentmarketinginstitute.com/2010/08/content-creation-and-promotion-is-more-effective-with-seo/http://www.seomoz.org/beginners-guide-to-seo/basics-of-search-engine-friendly-design-and-development
  • Lis4380 f13-w6

    1. 1. Social Media Management LIS 4930 Casey Yu Fall 2013 Week 6 10/1-3/13 FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    2. 2. Social Media Management Today's topics: • Twitter part 2 Review: • Strategy • Blog (using Wordpress) • Delicious • Stumbleupon • First Blog Post – record your metrics • Wiki updating • Analytics • Twitter (5-10 tweets) • Twitter feed on blog • 2nd blog post FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    3. 3. Social Media Management Announcements: • Office hours for both Casey & Blake are via appointment All the news you can use… • https://twitter.com/_floridaman • Breaking Bad and social media • On Twitter Thursday news • #shutdown • Graph Search • The Pinterest Wedding FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    4. 4. Social Media Management Today’s agenda • More on Twitter and developing ways to measure your results • Keep on working on your blog – updating your blog roll, fancifying your twitter profile, etc. • Work on your about page! FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    5. 5. Social Media Management Today’s agenda • More on Twitter and developing ways to measure your results • Keep on working on your blog – updating your blog roll, fancifying your twitter profile, etc. • Work on your about page! Attendance tweet: • Post a link to your “about page” on your blog – via bit.ly to your twitter feed. Add #lis4380 to your tweet. • Do this by 3pm today! FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    6. 6. Social Media Management FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information Week 6 – October 1-3, 2013 – Twitter Part 2: Management Tools (Hootsuite, TweetDeck, BottleNose, etc.) Content/Reading Due Before Class: • Read “Review of Social Media Monitoring Tools” http://www.hostdime.com/blog/2011/07/review-of-4-social-media-monitoring-tools/ What we will do during class: • Management Tools. TweetDeck, HootSuite, BottleNose and other tools and methods for managing social media campaigns. – we will install and explore Tweetdeck, HootSuite and BottleNose; explore analytics features and management features. • Twitter Integration & ROI Impact. Klout scores, other ways of Twitter impact measurements. Due this week • Third blog post, Friday at 11:59pm via link in Canvas Due in the wiki (Sunday at 11:59pm) • Install Twitter plugin so that your Tweets appear in a sidebar on your blog. • Assess the ROI impact of your previous week’s and current week’s Twitter activity on your Twitter account and your blog. Look at Google Analytics, comments, etc. compared to dates/times of your Tweets; look at Twitter followers and other measures. What impact did your various Twitter activities last week have in increasing traffic to your blog? • Tweet five more times over the course of this week to build your Twitter presence and following. Ideas include: – Tweet some “weekday” posts – Friday (#FF, #FollowFriday), Monday (#MM, #MusicMonday), Wednesday (#WW #WordlessWednesday), – Retweets of other people’s interesting tweets that might attract the kind of audience you want following you and your blog – Find another hashtag that a large number of people are using which is relevant to your blog topic and which you have not already used; tweet the link to your first blog post with that hashtag (e.g., a Trending Topic on the front page of Twitter, a group tag, or subject tag that many people use, and tweet your blog post link.) – ACTIVITY 4: Write and publish third blog post. Due Friday 2/15/13 @ 12PM noon. – WEEKLY ACTIVITY PARTICIPATION 6: Link your Twitter to your WordPress blog by Installing a plugin to display your Tweets in your blog sidebar.
    7. 7. Social Media Management – Strategy & Analysis FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information • Review - Strategy – Strategy/Goals/Purpose – Listen – Engage – Influence – Measure
    8. 8. Social Media Management – Strategy & Analysis FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information • Review - Strategy – Strategy/Goals/Purpose (SMART) • Increase awareness (product/brand) • Attract customers • Increase customer satisfaction • Build community • ??
    9. 9. Social Media Management – Strategy & Analysis FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information • Review - Strategy – Strategy/Goals/Purpose – Listen – Engage – Influence – Measure
    10. 10. Social Media Management – Strategy & Analysis FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information • Review - Strategy – Strategy/Goals/Purpose – Listen – Engage – Influence – Measure • Set Social Media Policy • Select channels • Define time & responsibilities • Get Found • Optimize • Publish • Promote
    11. 11. Social Media Management – Strategy & Analysis FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information • Review - Strategy – Strategy/Goals/Purpose – Listen – Engage – Influence – Measure • Nurture Connections • Conversations • Convert • Landing pages • Subscriptions • Offers
    12. 12. Social Media Management – Strategy & Analysis FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information • Review - Strategy – Strategy/Goals/Purpose – Listen – Engage – Influence – Measure • Test • Measure • Analyze • Repeat • Tools • Google Analytics • YouTube Insights • Facebook Insights • bit.ly
    13. 13. Social Media Management – Strategy & Analysis FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information • 90% of your fans, once they click "Like" button never return to your page. Instead, they interact with you on their own FB wall • 30 billion pieces of content are loaded onto Facebook every month • Blogging will bring more traffic to your site. Expand your idea of blogging... it’s really your content » Social News Daily, July 2011
    14. 14. Social Media Management – Strategy & Analysis • 90% of your fans, once they click "Like" button never return to your page. Instead, they interact with you on their own FB wall • 30 billion pieces of content are loaded onto Facebook every month • Blogging will bring more traffic to your site. Expand your idea of blogging... it’s really your content » Social News Daily, July 2011 FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    15. 15. Social Media Management – Strategy & Analysis • 90% of your fans, once they click "Like" button never return to your page. Instead, they interact with you on their own FB wall • 30 billion pieces of content are loaded onto Facebook every month • Blogging will bring more traffic to your site. Expand your idea of blogging... it’s really your content » Social News Daily, July 2011 FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    16. 16. Social Media Management – Topsy Analytics – topsy.com FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    17. 17. Social Media Management – Tweetgrader – tweet.grader.com FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    18. 18. Social Media Management – Klout and Peer Index • How many people you influence (True Reach) • How much you influence them (Amplification) • How influential they are (Network Score) • Know your score, plan for improvement FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    19. 19. Social Media Management – Klout and Peer Index FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    20. 20. Social Media Management – Klout and Peer Index FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    21. 21. Social Media Management – Kred FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    22. 22. Social Media Management – Measurement • Number of fans/followers • Number of mentions and reposts • Klout and Peer Index scores • Number of page views from social media sources • Quality of posts • # customer responses, comments! • Check out edgerankchecker.com FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    23. 23. Social Media Management – Strategies for Facebook • Facebook Ads • Using Facebook links in Twitter posts • Using your own content in posts • Mentioning others in posts, reciprocation • Let’s look at an example FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    24. 24. Social Media Management – Strategies for Twitter • Consistent use of hash tags • Consistent use of mentions and retweets • Branding a TAG • Creating a consistent style and sticking to it FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    25. 25. Social Media Management – Tools for Twitter • TweetDeck • Hootsuite • BottleNose FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    26. 26. Social Media Management – TweetDeck • Tweetdeck is an application used to access Twitter. • Tweetdeck is available for the Windows and MAC operating systems. • It is made of panes that allow you to take the enormous amount of information contained within Twitter and break it down into parts that are more easily managed. FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    27. 27. Social Media Management – TweetDeck • Tweetdeck is a web based application used to access Twitter. • It is made of panes that allow you to take the enormous amount of information contained within Twitter and break it down into parts that are more easily managed. FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    28. 28. Social Media Management – Tweetdeck • Update in a click - Update all your friends easily on Twitter, Facebook, MySpace, LinkedIn, Foursquare and Google Buzz. Write messages in the update window, view your character count, and then notify everybody about the update • Take advantage of an increased Twitter API rate - TweetDeck can manage how your rate is allocated so all your Twitter columns are constantly updated. You can also do this yourself through the settings panel. FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    29. 29. Social Media Management – Tweetdeck • Retweet Twitter style - or your style - its up to you! - All retweets are now visible in your TweetDeck columns, and if it was sent using the Twitter method, you'll can easily see from the avatar the person who retweeted, and the original sender • Manage your conversations - TweetDeck makes it easy to follow your conversations, reply, or direct message people right from their tweets. See exactly what your friends are twittering about and join the conversation in just a few clicks FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    30. 30. Social Media Management – Tweetdeck FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information You can add a column for a search on a #hashtag or other word
    31. 31. Social Media Management – Tweetdeck FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information Lists are a good way to sort out the Twitter streams, so that you see tweets organized the way you need them; you also don’t have to follow everyone you list
    32. 32. Social Media Management – Hootsuite FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    33. 33. Social Media Management – SocialMention.com FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information
    34. 34. Social Media Management • Recap: – Review: Tweetdeck, Hootsuite – ROI – Google Analytics – let’s look at your stats – Bit.ly – look at your link activity • Questions from you? FSU SLIS – Florida’s iSchool -- Florida State University, College of Communication & Information

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