Sustaining your social media presence

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Tech Tutorial at AAM 2013

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Sustaining your social media presence

  1. 1. How  to  Sustain  Your  Social  Media  Presence                  •  What  is  social  media?  •  Why  do  we  use  it?  •  What  are  the  different  types  of  social  media?  •  Sustaining  social  media  •  What  does  it  mean  to  sustain  social  media?  •  How  do  you  do  it?  •  How  do  you  measure  success?  •  Don’t  get  overwhelmed!AAM Tech Tutorial, May 2013
  2. 2. What  is  social  media?    Social  media  refers  to  the  means  of  interac>ons  among  people  in  which  they  create,  share,  and  exchange  informa>on  and  ideas  in  virtual  communi>es  and  networks.  (Wikipedia.org)    Media  is  an  instrument  of  communica>on,  so  social  media  would  be  a  social  instrument  of  communica>on.  For  example:  a  website  that  doesn’t  just  give  you  informa>on,  but  interacts  with  you  while  giving  you  that  informa>on.  (About.com)    Social  media  consists  of  online  tools  and  websites  that  encourage  people  to  interact  with  companies,  brands,  and  people  and  form  communi>es  by  crea>ng,  publishing,  and  sharing  content.  Social  media  is  a  two-­‐way  communica=on  stream  (SeniorNet.org)  AAM Tech Tutorial, May 2013
  3. 3. Why  do  we  (brands)  use  social  media?    Massive  Reach  •  Facebook  has  more  than  a  billion  ac>ve  users,  and  618  million  daily  ac>ve  users.  (Dec  2012,  Facebook.com)  •  1  in  5  page  views  in  the  U.S.  occurs  on  Facebook.  (Infodocket  2012)  •  45%  of  the  en>re  internet  popula>on  is  on  Facebook  (Facethebuzz,  2012)  •  TwiXer  has  over  200  million  monthly  ac>ve  users.  (Digiday,  2013)  •  50%  of  Americans  see,  read,  or  hear  about  a  tweet  every  day.  (Digiday,  2013)  •  TwiXer  has  a  significant  presence  in  almost  every  major  country  around  the  globe.  (mediabistro,  2013)    People  trust  family  and  friends  •  70%  of  Facebook  consumers  follow  links  posted  by  their  family  and  friends.  (Pew  Research)  •  69%  of  follows  on  TwiXer  are  suggested  by  friends.  (mediabistro)    Allows  for  stronger,  more  personal  rela=onships  between  brands  and  consumers  •  80%  of  U.S.  social  network  users  prefer  to  connect  to  brands  through  Facebook.  (Hubspot,  March  2012)  •  One  in  every  25  tweets  sent  in  the  UK  men>on  brands,  equa>ng  to  12,600  tweets  per  minute.  (mediabistro,  2013)  •  91%  of  18-­‐34  year  olds  using  social  media  are  talking  about  brands.  (mediabistro,  2013)  Mobile  •  73%  of  smartphone  owners  access  social  networks  through  apps  at  least  once  per  day.  (Facethebuzz,  2012)  •  91%  of  mobile  internet  access  is  for  social  ac>vi>es.  (Facethebuzz,  2012)          hXp://newsroom.d.com/Key-­‐Facts  hXp://www.hubspot.com/Portals/53/docs/ebooks/47%20facebook%20handy%20stats%20and%20charts2.pdf  hXp://www.digiday.com/plaeorms/twiXer-­‐flexes-­‐its-­‐media-­‐muscles/  hXp://www.mediabistro.com/alltwiXer/tag/twiXer-­‐sta>s>cs    hXp://www.mediabistro.com/alltwiXer/50-­‐twiXer-­‐fun-­‐facts_b33589#more-­‐33589    hXp://facethebuzz.com/2012/07/99-­‐amazing-­‐social-­‐media-­‐mobile-­‐stats-­‐for-­‐2012/    AAM Tech Tutorial, May 2013
  4. 4. Why  do  we  (museums)  use  social  media?    Marke=ng  and  PR  •  Chip  away  at  our  eli>st  reputa>on  –  humanize  the  ins>tu>on  •  Promote  news,  happenings,  and  “hidden  gems”  that  don’t  get  promoted  elsewhere    Audience  Development  •  One-­‐on-­‐one  interac>ons  with  fans  •  Have  conversa>ons,  ask  ques>ons,  gauge  reac>ons    Programming  and  Educa=on  •  Reach  beyond  the  physical  museum  •  Bring  our  content  to  users  instead  of  expec>ng  them  to  find  it  AAM Tech Tutorial, May 2013
  5. 5.  What is Social Media by NZ Teachers Council is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License.http://www.teachersandsocialmedia.co.nz/what-social-media
  6. 6. Different  types  of  social  media    News-­‐Based  –  What’s  happening  now?  •  Facebook  •  TwiXer    Content-­‐Based  –  Organiza=on  of  rich  content  •  YouTube  •  Flickr  •  Pinterest    Mix  of  Both  Worlds    •  Blogs  •  Tumblr  •  Pinterest  •  Vine                        hXp://www.geek.com/geek-­‐cetera/social-­‐media-­‐explained-­‐with-­‐donuts-­‐1466613/  AAM Tech Tutorial, May 2013
  7. 7. Sustaining  different  types  of  social  media    News-­‐Based  –  What’s  happening  now?  TwiRer    •  Updated  daily  •  Can  be  updated  open  •  Varied  posts  •  Topical  •  Informal  •  Great  for  reaching  large  numbers  •  Need  less  rapport  to  establish  connec>on  •  Not  great  for  long  or  in-­‐depth  content  •  Don’t  rely  on  the  links  AAM Tech Tutorial, May 2013
  8. 8. Sustaining  different  types  of  social  media    News-­‐Based  –  What’s  happening  now?  Facebook      •  Updated  daily  •  Less  frequent  posts  •  Varied  posts  •  Topical  •  Informal  •  Features  rich  content  •  Users  have  to  “like”  the  page  •  Posts  do  not  reach  all  followers  AAM Tech Tutorial, May 2013
  9. 9. Sustaining  different  types  of  social  media    Content-­‐Based  –  Organiza=on  of  rich  content  YouTube,  Flickr  (&Pinterest)    •  Updated  with  the  produc>on  of  content  •  Focused  and  organized  content  •  Easily  shared  through  news-­‐based  sites  •  Can  add  descrip>ons,  licensing,  and  tags    AAM Tech Tutorial, May 2013
  10. 10. Sustaining  different  types  of  social  media    Mix  of  Both  Worlds    Blogs,  Tumblr  (&  Pinterest)    •  Updated  regularly  but  less  frequently  •  Can  be  content-­‐driven  •  Richer  content  •  Focused  and  organized  content  AAM Tech Tutorial, May 2013
  11. 11. How  to  sustain?    Social  media  is  nothing  without  content!  What  to  post?  •  Announcements  about  exhibi>ons,  programs,  and  acquisi>ons  •  Live  updates  from  programs  and  events  •  Behind-­‐the-­‐scenes  ac>vi>es  –  conserva>on,  installa>on,  press  previews,  events…  •  Online  content  –  videos,  photographs,  blog  posts,  educa>onal  and  research  resources…  •  Related  news  and  trivia  •  Ques>ons  (only  if  you  want  to  know  the  answer)  •  Opportuni>es  –  volunteering,  fund-­‐raising,  crowd-­‐sourcing…  •  Be  helpful,  don’t  just  promote  Straight  content  blasts  don’t  work  •  Create  the  right  content  for  the  right  people  and  then  put  it  in  the  right  places    •  Each  network  has  its  own  personality  •  Listen  to  what  people  are  saying,  and  what  they  respond  to  •  Who  else  is  interested  in  the  same  type  of  content?  •  Subscribe  to  relevant  industry-­‐  or  topically-­‐related  blogs    •  Use  the  sites  yourself!  •  Comment  and  respond    •  Link  back  to  your  own  content    AAM Tech Tutorial, May 2013
  12. 12. How  to  sustain?    Challenges  –  What  happens  if…  ?  •  Nothing  interes>ng  is  happening  •  The  coordinator  goes  on  vaca>on  or  leaves  •  The  team  gets  overwhelmed  with  other  work  •  SOMETHING  BAD  HAPPENS      AAM Tech Tutorial, May 2013
  13. 13. How  to  sustain?    Evergreen  content  •  Collec>on  highlights,  ongoing/repeat  programs,  re-­‐posts  from  content-­‐based  sites,  quotes  AAM Tech Tutorial, May 2013
  14. 14. How  to  sustain?    Scheduling  •  Use  a  tool  such  as  Hootsuite  to  schedule  posts  in  advance  AAM Tech Tutorial, May 2013
  15. 15. How  to  sustain?    Mobile  tools  AAM Tech Tutorial, May 2013
  16. 16. How  to  sustain?    Teamwork!  •  Social  media  should  be  a  team  approach  AAM Tech Tutorial, May 2013
  17. 17. How  to  sustain?    WHAT  IF  SOMETHING  GOES  WRONG?  •  Do  your  best  to  avoid  disasters    •  Have  a  policy  and  train  staff  (and  interns!)  •  Policy  should  include  personal  use  of  social  media  •  Monitor  what  people  are  saying  about  you  •  Research  topics  and  hashtags  before  pos>ng    •  Know  what’s  going  on  in  the  news  •  If  something  DOES  happen…  •  Be  honest  •  Respond  quickly,  personalize  replies  •  Listen  •  Move  on                      Photo  by  ktpupp,  CC  BY-­‐NC  AAM Tech Tutorial, May 2013
  18. 18. How  to  sustain?    WHAT  IF  SOMETHING  GOES  WRONG?    Scenario  1:  One  of  your  Facebook  fans  keeps  pos>ng  their  pre$y  bad  artwork  to  your  wall.  How  do  you  respond?    Scenario  2:  A  disgruntled  employee  posted  specific,  nega>ve  comments  about  the  museum  and  its  leadership  to  their  personal  TwiXer  account.  How  do  you  handle  this?    Scenario  4:  You  accidentally  posted  something  personal  to  the  museum’s  TwiXer  account.  You  deleted  it  quickly,  but  it  had  already  been  no>ced  and  captured.  What  do  you  do?    Scenario  5:  You  tweeted  about  a  brand  new  project  at  the  museum,  not  knowing  that  there  was  a  major  New  York  Times  ar>cle  about  the  project  in  the  works.  NYT  dropped  the  ar>cle  and  your  PR  manager  is  furious  with  you  because  the  museum  lost  this  important  coverage.  How  do  you  handle  this?  AAM Tech Tutorial, May 2013
  19. 19. Measuring  success  in  social  media    What  to  measure?  •  Tie  your  metrics  back  to  your  goals  •  You  don’t  need  to  collect  everything!  •  What  maXers?  Followers,  reach,  or  engagement?  •  It’s  not  all  about  the  numbers  •  Set  a  baseline                                  Photo  by  by  Ben  (Falcifer),  CC  BY-­‐NC  AAM Tech Tutorial, May 2013
  20. 20. Measuring  success  in  social  media    TwiRer  -­‐  Growth  AAM Tech Tutorial, May 2013
  21. 21. Measuring  success  in  social  media    TwiRer  -­‐  Reach  AAM Tech Tutorial, May 2013
  22. 22. Measuring  success  in  social  media    Reach  vs.  Impressions                                          hXp://help.tweetreach.com/entries/276589-­‐What-­‐do-­‐you-­‐mean-­‐by-­‐reach-­‐exposure-­‐and-­‐impressions-­‐  AAM Tech Tutorial, May 2013
  23. 23. Measuring  success  in  social  media    TwiRer  -­‐  Sen=ment  AAM Tech Tutorial, May 2013
  24. 24. Measuring  success  in  social  media    Facebook  -­‐  Reach  AAM Tech Tutorial, May 2013
  25. 25. Measuring  success  in  social  media    Facebook  -­‐  Demographics  AAM Tech Tutorial, May 2013
  26. 26. Measuring  success  in  social  media    Facebook  –  Exported  Data  AAM Tech Tutorial, May 2013Daily  People  Talking  About  This    Weekly  People  Talking  About  This    28  Days  People  Talking  About  This    Daily  Page  Stories    Weekly  Page  Stories    28  Days  Page  Stories    Life>me  Total  Likes    Daily  New  Likes    Daily  Unlikes    Daily  Friends  of  Fans    Daily  Page  Engaged  Users  Weekly  Page  Engaged  Users    28  Days  Page  Engaged  Users    Daily  Total  Reach    Weekly  Total  Reach    28  Days  Total  Reach    Daily  Organic  Reach    Weekly  Organic  Reach    28  Days  Organic  Reach    Daily  Paid  Reach    Weekly  Paid  Reach    28  Days  Paid  Reach    Daily  Viral  Reach    Weekly  Viral  Reach    28  Days  Viral  Reach    Daily  Total  Impressions    Weekly  Total  Impressions    28  Days  Total  Impressions    Daily  Organic  impressions    Weekly  Organic  impressions    28  Days  Organic  impressions        Daily  Viral  impressions  of  your  posts    Weekly  Viral  impressions  of  your  posts    28  Days  Viral  impressions  of  your  posts    Daily  Total  Consumers    Weekly  Total  Consumers    28  Days  Total  Consumers    Daily  Page  consump>ons    Weekly  Page  consump>ons    28  Days  Page  consump>ons    Daily  Nega>ve  feedback    Weekly  Nega>ve  feedback    28  Days  Nega>ve  feedback    Daily  Nega>ve  Feedback  from  Users    Weekly  Nega>ve  Feedback  from  Users    28  Days  Nega>ve  Feedback  from  Users    Daily  Total  check-­‐ins    Weekly  Total  check-­‐ins    28  Days  Total  check-­‐ins    Daily  Total  check-­‐ins    Weekly  Total  check-­‐ins    28  Days  Total  check-­‐ins    Daily  Total  check-­‐ins  using  mobile  devices    Weekly  Total  check-­‐ins  using  mobile  devices    28  Days  Total  check-­‐ins  using  mobile  devices    Daily  Total  check-­‐ins  using  mobile  devices    Weekly  Total  check-­‐ins  using  mobile  devices    28  Days  Total  check-­‐ins  using  mobile  devices      Daily  Paid  Impressions    Weekly  Paid  Impressions    28  Days  Paid  Impressions    Daily  Viral  impressions    Weekly  Viral  impressions    28  Days  Viral  impressions    Daily  Logged-­‐in  Page  Views    Weekly  Logged-­‐in  Page  Views    Daily  Reach  of  page  posts    Weekly  Reach  of  page  posts    28  Days  Reach  of  page  posts    Daily  Organic  Reach  of  Page  posts    Weekly  Organic  Reach  of  Page  posts    28  Days  Organic  Reach  of  Page  posts    Daily  Paid  Reach  of  Page  posts    Weekly  Paid  Reach  of  Page  posts    28  Days  Paid  Reach  of  Page  posts    Daily  Viral  Reach  of  page  posts    Weekly  Viral  Reach  of  page  posts    28  Days  Viral  Reach  of  page  posts  Daily  Total  Impressions  of  your  posts    Weekly  Total  Impressions  of  your  posts    28  Days  Total  Impressions  of  your  posts    Daily  Organic  impressions  of  your  posts    Weekly  Organic  impressions  of  your  posts    28  Days  Organic  impressions  of  your  posts    Daily  Paid  impressions  of  your  posts    Weekly  Paid  impressions  of  your  posts    28  Days  Paid  impressions  of  your  posts      
  27. 27. Keep  Calm  and…    •  Focus  on  what  you  can  handle  •  Set  aside  dedicated  >me  •  Schedule  content  in  advance  •  Recruit  help!  AAM Tech Tutorial, May 2013
  28. 28.                      Thank  you!    Georgina  Goodlander  Web  &  Social  Media  Manager  Smithsonian  American  Art  Museum  GoodlanderG@si.edu  @bathlander  AAM Tech Tutorial, May 2013

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