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Advanced Social Media Techniques CBMI 2014
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Advanced Social Media Techniques CBMI 2014



Slidedeck for presentation at SACUBO's College Business Management Institute, July 2014.

Slidedeck for presentation at SACUBO's College Business Management Institute, July 2014.



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Advanced Social Media Techniques CBMI 2014 Advanced Social Media Techniques CBMI 2014 Presentation Transcript

  • Advanced Social Media Techniques in Higher Education Christopher S. Rice, Ph.D.
  • Christopher S. Rice, Ph.D. Futurist | Social Technology Strategist
  • @ricetopher ! #cbmi
  • christopherscottrice.com/ CBMI14 Resources for this presentation can be found at:
  • (cc) 2005 Flickr user ocherdraco. Some Rights Reserved.
  • What would a Social University look like? image (cc) 2008 Flickr user publicmind. Some Rights Reserved.
  • The ! ! Revolution
  • Like: An expression of interest or support for a Status or Page. ! Friend: a mutual connection conferring a number of timeline read/write benefits. ! Status: a brief message and/or photo shared with one’s Friends or a Page, with varying levels of privacy ! Timeline: a reverse chronological listing of a user or Page’s Status updates, photos, videos, links or events. SocialMediaVocabulary
  • ỦUeWeDr Edgerank is NOT your friend Affinity Score between viewing user and edge creator Weight for Edge Type (create, connect, like, tag, etc.) Time decay factor (based in how long ago Edge was created)
  • Source:“Coming and Going on Facebook,” February 2013. Pew Internet & American Life Project.
  • Source:“Coming and Going on Facebook,” February 2013. Pew Internet & American Life Project.
  • Facebook is for Photos
  • •Shorter posts get more engagement •Ask questions •Throttle back on the posting frequency •Add photos to your status updates •Connect your Facebook activity to email and other channels SocialMediaProTip
  • (cc) 2010 Flickr user DJ Lein http://www.flickr.com/photos/djlein/5010090835/ Twitter
  • What’s a ! ! and why do I want one?
  • Tweet: A text-based message of 140 characters or less. Username, Mentions, Hashtags & Links count toward this total. ! Mention: Referring to another Twitter user by Username, preceded by the @ symbol. ! Hashtag: a brief search term/ keyword preceded by a # symbol. Allows people to hold a conversation on Twitter w/out a Follow relationship. SocialMediaVocabulary
  • Timeline: a reverse chronological listing of Tweets by Twitter users you follow. ! Follow: To subscribe to a Twitter user’s messages. Twitter uses an asymmetrical follower model. ! Retweet: To share another user’s Tweet to your Followers. This can be done with or without adding commentary to the Tweet. SocialMediaVocabulary
  • The Horror of the Backchannel!
  • RT ’ing is good for you
  • #
  • #McDstories #NBCfail Lesson #1: You Are Not in Control of Hashtags
  • Lesson #2: Choose Your Hashtags Carefully
  • •Spread your Tweets out over the day. About 3-4/day seems optimal. •Don’t use Twitter as a broadcast channel. It works best as a conversational tool. •Mix in lots of @ and RT Tweets (leave some room for an RT @username) •Just talk about your institution or your brand. Spread your love and appreciation for your community SocialMediaProTip
  • •Personalize your Retweets by adding fun commentary or asking a question of your Followers. •Think about adding photos and videos to increase engagement. •Be sure to check Trending Topics and see if any of them are opportunities for (sensible) engagement. •It’s okay to repeat Tweets during the day or the week, or even to re-share a link in a differently worded Tweet. SocialMediaProTip
  • (cc) 2008 Flickr user EdYourdon Student Blogging
  • We Are IUCompendium ~ $60k/year
  • Hopkins Interactive
  • (cc)2006Flickrusercambodia4kidsorg
  • Instagram
  • Instagram Photos by Instagram user @uofmichigan
  • Instagram shares nicely through other channels like Facebook, Twitter, Tumblr and Pinterest SocialMediaProTip
  • Instagram Success Tips •Encourage Use of Filters •Use Contests to drive desired photos •Aggregate Photos from Multiple Contributors •Consider a Rotating Student Voice •Try using words over photos •Cross the Streams (Share via Facebook, Pinterest or Twitter) •Recognize other users
  • interested? Are you
  • Image Source: http://heidicohen.com/pinterest-tactics-to-maximize-effectiveness-research/
  • Image Source: http://heidicohen.com/pinterest-tactics-to-maximize-effectiveness-research/
  • Pin: A visual bookmark, linking back to the original content. Can include text commentary. ! Board: A collection of pins, organized by a common theme or topic. ! Like: An expression of interest or support for a Pin or Board. ! Follow: To subscribe to a user’s Board or Pins. ! Re-Pin: To Pin another user’s Pin to your Board SocialMediaVocabulary
  • Great for Driving Traffic to your existing sites
  • Duke University
  • Drake University
  • Drake University
  • Tips for Pinterest Success •Add a “Pin It” Button to your web pages and encourage “re-pinning” (yes, another button/chiclet) •Think Story/Theme FIRST! •Don’t be afraid to thin-slice your target segments •Share items/topics beyond institutional activities •You don’t have to follow, but you should “re- pin” items from students and student orgs
  • From 0 to meme in 7 minutes...
  • Google Hangouts (cc)2012FlickruserRichardSchwier! https://flic.kr/p/c8Ruwo
  • Google Hangouts •Generate Useful Content Before, During and After the Hangout. •Book ‘em like Jay Leno •Think tight structure •Market, market, market! •Cross the Streams!
  • Snapchat
  • (cc) 2012 Flickr user flickingerbrad http://www.flickr.com/photos/56155476@N08/6660135637 Social Media is going mobile: What’s your plan?
  • of adults 18-24 use Twitter on their mobile device. 22% Source: “Twitter Use 2012,” May 2012. Pew Internet & American Life Project.
  • of online African-Americans use Twitter on their mobile device. 17% Source: “Twitter Use 2012,” May 2012. Pew Internet & American Life Project.
  • mobile Facebook users, an increase of 67% year- over-year. 543 millionSource: Facebook Quarterly Earnings report, July 2012
  • ImageSource:“Howmobiledevicesarechangingcommunityinformationenvironments,” March2011.PewInternetProject&theProjectforExcellenceinJournalism.
  • ImageSource:“Howmobiledevicesarechangingcommunityinformationenvironments,” March2011.PewInternetProject&theProjectforExcellenceinJournalism.
  • ImageSource:“Americansandtheircellphones,”August2011.PewInternet& AmericanLifeProject.
  • “Mobile accessibility and compatibility is now expected, not a ‘would be nice’ feature.” Rachel Reuben Assoc. V.P. Marketing Communications Ithaca College Source: http://link.highedweb.org/2012/07/six-questions-with-rachel-rueben/
  • Getting Geosocial
  • Foursquare Swarm
  • Field Trip
  • Ingress
  • (cc) 2013 Flickr user [apple]rom http://www.flickr.com/photos/feria/11242511225/ (cc) 2013 Flickr user mrtruffle http://www.flickr.com/photos/mrtruffle/11110206845/
  • Boston University
  • WKU2K15
  • •What makes it so important to connect with the physical environment? •Build with that in mind. •Vendor partners are critical (e.g., foursquare and SCVNGR) •Educate early and often SocialMediaProTip
  • QR Codes
  • Project Ingeborg
  • Ideas for QR Codes •Self-Guided Campus Walking Tour •Links to your social media presences in print materials •Scavenger Hunt •Surveys (keep them short!) •Links to office hours, contact info, social media presences at physical locations •Nutrition/Exercise Info at the Food Court
  • (cc)2009FlickruserDanieVDM (cc)2011Flickruserbksutherland Augmented Reality
  • Queensland University of Technology
  • How do I develop a social media plan?
  • Strategy Why are you using social media? Strategy How will you know you are successful? Tactical What tools will you use (& why)? Analytics How will you measure your activities (tools & process)? Team/Management Who will be responsible for these activities? Social Media Strategy: Questions You Should Ask Before Beginning
  • (cc)2012FlickruserEllBrown http://www.flickr.com/photos/ell-r-brown/7006746407/ What are your goals?
  • (cc) 2007 Flickr user BOLTandK2 http://www.flickr.com/photos/28529353@N05/2934439189/ What are you comfortable with?
  • What’s your Institutional Brand?
  • 4 levels of social media action
  • Broadcasting Information
  • Listening (Can you hear me now?) (cc) 2009 Flickr user Beverly & Pack
  • Engage (cc) 2011 Flickr user Khalid Albaih. Some Rights Reserved.
  • Facilitation (cc)2012Flickrusermenlopics.SomeRightsReserved.
  • Best Practices: Tips, Tricks & Guidelines
  • Create a Content Hub (cc) 2006 Flickr user ndrwfgg. Some Rights Reserved
  • Have a Dedicated Landing Page
  • •Limit the number of platforms you use •Be deliberate •Keep consistent usernames •Consistent Avatar •Keep consistent branding SocialMediaProTip
  • (cc) 2010 Flickr user C!... Some rights reserved. Share your content (and make it sharable)
  • (cc) 2010 Flickr user lisaclarke. Some rights reserved. Establish a Routine (and stick to it!)
  • Automation is your friend (but remember to be human) (cc) 2012 Flickr user pasukaru76. Some Rights Reserved.
  • Listen First... (cc) 2009 Flickr user Beverly & Pack ...and then ask questions
  • Consider using a monitoring/ efficiency tool like Hootsuite, TweetDeck or Buffer SocialMediaProTip
  • (cc) 2009 Flickr user torkildr Analytics are critical
  • Do you have a Social Media War Room?
  • Give your students a good reason to follow you. (cc) 2012 Flickr user jjjj56cp. Some rights reserved.
  • (cc) 2010 Flickr user claylo. Some rights reserved. Reward your community mavens (a little goes a long way)
  • Build a network of relationships (cc) 2009 Flickr user Coffeeshopchat (cc) 2005 Flickr user ciro@tokyon
  • Encourage Positive Deviants
  • Design for Personas (cc)2012FlickrUserdazjohnson! ‘https://flic.kr/p/bo1Vtt
  • Cross the streams!
  • University of Michigan
  • University of Michigan
  • University of Kentucky
  • Photo (c) 2013 ESPN University of Kentucky
  • Don’t get too attached to any one social media platform R.I.P. MySpace 2003-2011 (cc)2007Flickruserthurdl01.SomeRightsReserved.
  • (cc) 2008 Flickr user PhotoJonny “So, how do I know which tools to use?”
  • (cc) 2008 Flickr user PhotoJonny •Feature Sets •How well does it fit with our existing system? •Popularity among students •Future-proofing How do I know which tools to use?
  • Source: “2014 E-Recruitment Practices Report”! http://www.universitybusiness.com/article/higher-ed-recruiters-hesitant-use-newer-social-media-platforms
  • Understand Your Student Social Media Lifecycle Facebook( Twi,er( Pinterest(Google+( LinkedIn(
  • How social do you want to be? (cc) 2007 Flickr user Orin Zebest
  • Questions & Discussion
  • chris@christopherscottrice.com ! @ricetopher ! christopherscottrice.com Thanks!