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Social Media: Online outreach visibility and viability

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Social media, blogs, FaceBook, Twitter, YouTube, Wordpress -- is it right for you? This presentation was given to professors at York University by Communications Manager Timothy Hudson, ...

Social media, blogs, FaceBook, Twitter, YouTube, Wordpress -- is it right for you? This presentation was given to professors at York University by Communications Manager Timothy Hudson, ideas@idealized.com, www.idealized.com....in very simple terms, it covers the basics of what you need to consider, commit to and keep up with to succeed with social media and your online presence. Although the audience was primarily academics and university administrators, the whole presentation is geared towards anyone who is contemplating a dip in the social media pool.

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Social Media: Online outreach visibility and viability Social Media: Online outreach visibility and viability Presentation Transcript

  • Faculty of Liberal Arts & Professional Studies Social Media: Online Outreach Visibility and Viability © Timothy Hudson ::: ideas@idealized.com
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 2 What Is Social Media… & Why bother? Conversational – two way interaction • Social media engages the audience to be an active dialogue participant rather than a passive recipient • Traditional media publishes in print, television and radio, websites etc – they are non-participatory • Being the author of social media positions you as an accessible expert, not just an expert
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 3 Types of Social Media? • Social Networks: Facebook, Orkut, QuQu, MySpace, Yahoo & Google groups, LinkedIn, etc: use varies • Blogs: Excellent for two-way communication and dialogue building – journal format with responses • Microblogs: interactive, but short -- Twitter • Wiki’s: Multi-author collaborative platforms • Streaming media and Podcasting: YouTube, iTunes, Vimeo, MetaCafe • Photosharing: Flickr, Picasa, etc
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 4 Social Media is Constantly Changing • A fractured environment – constant changes in the landscape • Definitive winners constantly changing: Facebook vs. MySpace vs. Google+ vs. LinkedIn Groups vs…… • All are web-based and accessible remotely • Increasingly accessed by handheld devices: Mobile changes landscape significantly
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 5 Social Media Success: Connect! It’s all about reciprocity • The more you engage, the more your audience will likely grow • This is a two-way street – the more dialogue, the bigger the reach • TIP: Link to, and comment on other people’s social media: they will likely have alerts set up to advise them automatically when they are mentioned or retweeted • Alerts may inspire the followed to see who is pursuing
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 6 Social Network Success: Be Active Content needs to be current • Very easy for readers to disconnect: there is infinite noise – cut through by giving real value and expertise • If content is outdated or out of touch, connections will drop: potential reputation impact • Non-participation may be better than being out-of- date
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 7 Assessment: Goals & Audience • Who is your audience? Make it easy for them specifically • Different audiences have different sophistication and social-media tool familiarity – analyze and cater to them if possible. • Significant difference between audience -- Students vs. Professor Emeritus
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 8 Assessment: Goals & Audience What do you want to achieve? Build visibility, perception, connections, reach (brand?) • Find co-investigators • Get funding or grants • Get media attention • Build awareness and reputation • Knowledge mobilization & outreach • Advance a cause
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 9 Assessment: Goals & Audience They will not come just because you build it. • Specific research content will likely have a very limited audience, but a potentially high-value audience • Not a silver bullet to drastically increase visibility • Fast and reasonably easy way to access that audience and become part of it
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 10 Assessment: Goals & Audience Assess your future goals to decide your toolset • Will you do this yourself? Usually easy after an initial learning curve – allows you to truly “own” the content and drive the process • What help can you access? What tools exist already? • YorkU Wordpress vs. Blogger or Blogspot • Moodle has online chat, listserves, etc, but normally to a predefined audience
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 11 Social Media Models Are there any good models to build upon? • Every specific case has its own ideal toolset • Poll your colleagues: some may have had bad experiences in the past, might be different now • Early adopters may have used outdated tools making things seem more difficult to a novice • What good work is being done already? Using a common framework is not plagiarism. • Expertise exists at your institution – tap into it
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 12 Social Media Visibility: Boost It How will you be found? • Do you have a pre-existing social-network? Leverage it! • SEO: Search Engine Optimization • Connect and link your various online identities • Are you your own worst enemy? Retire the casualties: Vanity surf – find and remove old information lurking on the web, or use those pages to redirect where you want people to go
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 13 Social Media: Analyze Cost / Benefit The medium is the message • Being accessible with social media says something, just as not being there says something • Rigorously assess your results and connections: is there a better way to engage, a broader audience to reach? Online forums in major media, newspapers, etc • Can you do what you want with traditional media, websites and listserves? • If you start, you can always remove it later
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 14 Social Media: Analyze Cost / Benefit Are you ready to commit? • Expect to actively engage: Social media is largely founded on the basis of ongoing dialogue, where value and interactivity is frequent and timely • Will the benefits warrant the investment of time and learning? • Law of unintended consequences: Will there be unexpected outcomes such as unwelcome attention?
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 15 Specific Social Media Tools • Social Networks • Blogs • Microblogs • Wiki’s • Streaming media and Podcasting • Photosharing • Not to mention RSS, curated content, bookmark sharing, etc
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 16 Social Networks Facebook, Orkut, QuQu, etc • What is its perception – privacy, advertising, fluffy? • Does your audience want to use it? • 500 million-plus Facebook users is a big pond • but…for example, 47% of Indians using social media use Orkut LinkedIn Groups & Google+ • Can these function just as well? • Easy to set up – but will they last, do you own them?
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 17 Social Networks LinkedIn • Professional perception, broad reach • Allowing publication list, history, degrees, etc LA&PS Researcher Online Profiles • Not a social network, a searchable community of experts and a potential reciprocal link
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 18 Blogs (weblogs) Blogs • Function as many things to many people – best for more robust two-way dialogue. • Senior administrators want to blog: many start, but time commitment is significant issue and most cease activity • Resources exist at York to set up and launch • David Doorey is an award winning expert
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 19 Microblogging / Twitter Twitter • 140 character limit per tweet • Works well with text devices/cell phones • Following alerts the followed, may start following you • Other users can see who is retweeting them: connection potential • Can feed into other media via RSS
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 20 Video Streaming / Podcasting YouTube, Vimeo, etc • Production required, but gets easier all the time • Many tools now exist to make things very easy to produce content: iMovie, smartphone video, HD webcams, etc • Audio is the key, not picture quality • Diane Zorn is an award winning expert
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 21 Video Streaming / Podcasting Is YouTube really social media? • Has the ability for users to comment • Frequency of embedding in blogs, etc • Viral uptake – usually outrageous (search double- rainbow), but also Rand Paul • Tie your work to popular issues • Ubiquitous media • Vlogs (video blogs) becoming more popular •
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 22 Tools to Simplify Social Media Your new best friends: social media dashboards • How many sub-channels do you want to populate? • Can you use one tool that can feed your information to all locations? • RSS feeds to an aggregator for reading • TweetDeck | HootSuite for publishing and following • Posterous
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 23 Social Media: TRY IT! Test it now – it is much easier than many think • Set up a test account and post anything, then close the account or change it • Be careful with specific account or user name, you may only get “one shot” with a good name • Get a colleague, family-member or friend to review your first forays • It can be very rewarding, but also may become time consuming – do the cost/benefit analysis
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 24 Social Media Resources: YorkU Internal YorkU resources • LA&PS Research Office • LA&PS e-Services Office • LA&PS Communications • YorkU Centre for Support of Teaching • YorkU Learning and Technology Services
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 25 Social Media Resources: External External resources • Mashable.com • nextmedia-source.com
  • © Timothy Hudson | ideas@idealized.com Faculty of Liberal Arts & Professional Studies 26 Social media….. This presentation was made in Toronto by York University Communications Manager Timothy Hudson to professors and administrators interested in expanding their online presence. I am a strategic communications professional with 25+ years of experience and welcome opportunities to present on strategic communication issues, social media, online video, design, branding and image. Email welcome: ideas@idealized.com ca.linkedin.com/in/idealized