Developing Social Media Content

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Presentation for COMS632 class.

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  • <?xml version="1.0" encoding="ISO-8859-1" ?><poll url="http://www.polleverywhere.com/multiple_choice_polls/NzQ4NDIxODA4"> <!-- This snippet was inserted via the Poll Everywhere Mac Presenter --> <!-- The presence of this snippet is used to indicate that a poll will be shown during the slideshow --> <!-- TIP: You can draw a solid, filled rectangle on your slide and the Mac Presenter will automatically display your poll in that area. --> <!-- The Mac Presenter application must also be running and logged in for this to work. --> <!-- To remove this, simply delete it from the notes yourself or use the Mac Presenter to remove it for you. --> <title>How often do you visit a social networking site? </title></poll>
  • Begin with an anecdote about the value of social media, or a relevant statistic.
  • <?xml version="1.0" encoding="ISO-8859-1" ?><poll url="http://www.polleverywhere.com/multiple_choice_polls/MTQ3NTk3Njg4Mg"> <!-- This snippet was inserted via the Poll Everywhere Mac Presenter --> <!-- The presence of this snippet is used to indicate that a poll will be shown during the slideshow --> <!-- TIP: You can draw a solid, filled rectangle on your slide and the Mac Presenter will automatically display your poll in that area. --> <!-- The Mac Presenter application must also be running and logged in for this to work. --> <!-- To remove this, simply delete it from the notes yourself or use the Mac Presenter to remove it for you. --> <title>On a scale of 1-5 (5 being the most effective), how would you rate this as an effective use of social media for an organization? </title></poll>
  • Using social media is not an end in and of itself.
  • All of your content will be linked. Consider other networks like Flickr, Pinterest, Google Plus, LinkedIn
  • All of your content will be linked. Consider other networks like Flickr, Pinterest, Google Plus, LinkedIn
  • All of your content will be linked. Consider other networks like Flickr, Pinterest, Google Plus, LinkedIn
  • All of your content will be linked. Consider other networks like Flickr, Pinterest, Google Plus, LinkedIn
  • The three major components of effective social media content
  • When he started the @KingJames account, he had 25,000 followers within an hour of a fellow NBA star mentioning the new profile. http://mashable.com/2010/07/06/lebron-james-twitter/
  • Trust agents
  • Wine Library TV provides video reviews of wine for people who don’t know much about wine. Inconspicuous link to the wine for sale at the Wine Library website. Trusted information first, selling wine second. http://www.flickr.com/photos/67499195@N00/1139662917/
  • http://www.flickr.com/photos/x-ray_delta_one/3886469710/Example: Top 100 videos checked out from Alden Library
  • Example: Chad’s business videos1A Auto
  • http://www.flickr.com/photos/x-ray_delta_one/6890070339/Example: Chad’s business videos
  • http://www.flickr.com/photos/laurabot_/7462610468/Also holidays, yearly events. Speak like a pirate day.
  • <?xml version="1.0" encoding="ISO-8859-1" ?><poll url="http://www.polleverywhere.com/free_text_polls/MTE5MTk5Mzk0MA"> <!-- This snippet was inserted via the Poll Everywhere Mac Presenter --> <!-- The presence of this snippet is used to indicate that a poll will be shown during the slideshow --> <!-- TIP: You can draw a solid, filled rectangle on your slide and the Mac Presenter will automatically display your poll in that area. --> <!-- The Mac Presenter application must also be running and logged in for this to work. --> <!-- To remove this, simply delete it from the notes yourself or use the Mac Presenter to remove it for you. --> <title>If you were charged with making a video for @JavaJunkies, what would it be about? </title></poll>
  • In order for someone to have a voice – i.e. your stakeholders – online, someone has to listen.
  • Will catch YouTube videos, blog posts
  • Search the website or 3rd party tools
  • Hoot Suite, Sprout Social, Shoutlet, Radian 6. Pay = more tools good for larger organizations.
  • http://www.flickr.com/photos/highersights/6231641551/sizes/l/
  • Poll Everywhere question > What search terms would you use if you were the manager of a local coffee shop and wanted to find out what people thought about it and the coffee options in your area. Potential answers: grocery, groceries, produce, name of grocery store <?xml version="1.0" encoding="ISO-8859-1" ?><poll url="http://www.polleverywhere.com/free_text_polls/NjQ1NjM0ODI5"> <!-- This snippet was inserted via the Poll Everywhere Mac Presenter --> <!-- The presence of this snippet is used to indicate that a poll will be shown during the slideshow --> <!-- TIP: You can draw a solid, filled rectangle on your slide and the Mac Presenter will automatically display your poll in that area. --> <!-- The Mac Presenter application must also be running and logged in for this to work. --> <!-- To remove this, simply delete it from the notes yourself or use the Mac Presenter to remove it for you. --> <title>What search terms would you use to find people talking about your coffee shop? </title></poll>
  • Information = broadcast ; community = engaging with other users ; action = encouraging followers to take some sort of action
  • Content should be more balanced.
  • Content should be more balanced.
  • Example = @ohiou grad student curated WWII fashion collection. Link to other people.
  • Developing Social Media Content

    1. 1. Developing SocialMedia Content Jessica Hagman COMS 632 August 04, 2012
    2. 2. ObjectivesDraft a basicsocial mediacontent plan
    3. 3. ObjectivesGenerate Facebook,Twitter & YouTubecontent ideas for anorganization
    4. 4. ObjectivesIdentify strategies formonitoring stakeholdersentiment via socialmedia
    5. 5. Oops.
    6. 6. Why SocialMedia? Connect with stakeholders accomplish organizational goals
    7. 7. FacebookTwitter Website or blog YouTube
    8. 8. Twitter
    9. 9. Facebook
    10. 10. YouTube
    11. 11. Share | Listen | Engage
    12. 12. Share | Listen | Engage
    13. 13. ―I‘m suggesting that if you can‘t imagineanyone linking to your coverage — if youcan‘t imagine anyone saying ―this wasnew,‖ ―this is good,‖ ―this wasvaluable,‖ ―go here for more,‖ ―I didn‘tknow this,‖ or ―you should know this‖ —then chances are, it‘s not worth sayingand in the link economy it won‘t getaudience, and so it‘s not worth making.‖ Jarvis, 2008
    14. 14. Unless you arealready famous,you will need otherpeople to mentionyou in order to gainfollowers. Givethem a reason to.
    15. 15. ―Trust agents have establishedthemselves as being non-sales-oriented, non-high-pressuremarketers. Instead they aredigital natives using the Web tobe genuine and humanize theirbusiness.‖ Smith & Brogan, 2010
    16. 16. tv.winelibrary.com
    17. 17. Content Ideas forYour Organization
    18. 18. Lists
    19. 19. answer questions
    20. 20. how-tos
    21. 21. in the news
    22. 22. Share | Listen | Engage
    23. 23. ―The concept of listening, on theother hand, invokes the moredynamic process of onlineattention, and suggests that it isan embedded part of networkedengagement – a necessarycorollary to having a ‗voice‘.‖ Crawford, 2009
    24. 24. Google Alerts
    25. 25. Twitter Search
    26. 26. 3 rd Party Tools
    27. 27. Share | Listen | Engage
    28. 28. Conversation > broadcasting
    29. 29. Information Community Action
    30. 30. InformationCommunity Action
    31. 31. Although nonprofit organizations havebecome more interactive in their useof Twitter as opposed to their websitesalone, we found Twitter is still used bymany nonprofit organizations as anextension of information-heavywebsites. These organizations aremissing the bigger picture of its uses asa community-building andmobilizational tool. Lovejoy & Saxton, 2012
    32. 32. Mention and Be Mentioned
    33. 33. ―So, how do you getretweeted andmentioned? Primarily byretweeting andresponding to others.‖ Mansfield, 2012
    34. 34. Your Turn
    35. 35. BibliographyFacebook. (2012). Key facts. Retrieved fromhttp://newsroom.fb.com/content/default.aspx?NewsAreaId=22Jarvis, J. (2008). The journalism of filling space and time. Retrieved fromhttp://buzzmachine.com/2008/11/04/the-journalism-of-filling-space-and-time/Lovejoy, K., & Saxton, G. D. (2012). Information, community, and action:How nonprofit organizations use social media. Journal of Computer-MediatedCommunication, 17, 337–353. doi:10.1111/j.1083-6101.2012.01576.xMansfield, H. (2012). Social media for social good  a how-to guide for :nonprofits. New York: McGraw-Hill.YouTube. (2012). Press statistics. Retrieved fromhttp://www.youtube.com/t/press_statistics/

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