Social metrosm small


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Social metrosm small

  1. 1. SOCIAL MEDIA INTRANSPORTATIONJustin Carinci, Communications DirectorOTREC
  2. 2. Which media do you mean?  Scores of media called “social”  Focus here:   “Complete” social media sites (Facebook, LinkedIn)   Microblogging (chiefly Twitter)   Traditional content with social implications (Website, blogs)   Single-purpose sharing sites (photo, video, etc.)
  3. 3. Who’s using these tools?
  4. 4. Who’s using these tools?Everyone.
  5. 5. Digital Surgeons
  6. 6. Digital Surgeons
  7. 7. In business … 78 percent of companies use social media MediaPost News, 2010
  8. 8. In business … 700 million local businesses have Facebook pages Hubspot Blog
  9. 9. In the public sector …  Twitter:  48 governors are on Twitter  At least 80 state legislative caucuses are on Twitter  At least 10 percent (and growing) of state legislators are on Twitter
  10. 10. In the public sector … Facebook:   Every governor is on Facebook  More than a third of legislators are on Facebook
  11. 11. Why use social media?  Comparable to traditional media, but with two additional strengths:  Cost  Control
  12. 12. What’s your goal?  Sell products?   The goal will shape  Drive people to your everything about your website? social media strategy.  Become an authority?  Just become known?  Move info to people?  Get people to move?
  13. 13. Be your own guide Use your planning process or existing documents to guide you. Don’t follow the leaders; they may have different goals.
  14. 14. 89529 OTREC.indd 1 11/11/10 1:08 PM
  15. 15. What are OTREC’s goals?  Drive people to website  Move information to people  Secondary   Get people to move   Become an authority
  16. 16. What are the best tools for each?  Drive people to website: Twitter  Move information to people: Twitter or Facebook  Secondary   Get people to move: Facebook   Become an authority: Blog (news), Twitter
  17. 17. Are they best for you?  Where is your audience, and when?  Twitter can get people to act right now, but is fleeting  So, have an easy ask: visit a link, not a party  Facebook posts and events last longer  Better to keep that information here
  18. 18. Where is your audience?  At work? On the bus? At home? Who knows?  Consider whether you’re building your audience or talking to an existing audience.  They might not use social media  But someone who can reach them does: media, opinion leaders, etc.
  19. 19. Using the tools
  20. 20. One sneakily powerful tool
  21. 21. With Twitter, you:  Get out what you put in  Define the terms of your relationships (no “friends”)  Don’t need to commit to much (unless you have an “authority” goal)  Get in under people’s radar  Have line into targeted community (even invisible members)
  22. 22. Twitter basics  Keep it short. One thought per tweet.  Be judicious about posts. They add up.  Nuts and bolts (@, #, d, RT, thx)  Room to retweet.  Is ths n effctv way 2 communic8?  Speak to your audience. You will have followers in many disciplines, but don’t dilute your voice.
  23. 23. Getting started
  24. 24. is fine for beginners  You can get started:  Find people who you know tweet  Find organizations you suspect tweet  Follow the followers (and their lists)
  25. 25. As you grow: Lists
  26. 26. As you grow: Favorites
  27. 27. “Complete” social sitesFacebook and LinkedIn
  28. 28. Facebook: Social turned professional
  29. 29. LinkedIn: Professionals getting social
  30. 30. LinkedIn: Who’s there?
  31. 31. LinkedIn  What are they there for?   Know your audience? Do they use the platform, discuss, post?   Or do they just look for connections, recommendations, job openings?   Neither the size (<1/4 of Facebook) nor the limited use are necessarily bad, if that’s what you’re looking for.
  32. 32. Facebook   Where our audience has been and increasingly spends time   Diverse platform; broader audience, richer experience   More casual, fun, than Twitter (professionally)
  33. 33. Facebook: Maturing
  34. 34. So far, so good  You’ve covered your bases. People can find you. Should you go further? Time to reassess.   Can you keep your commitments?   What’s your ROI?   Do you have anything worth directing people to?
  35. 35. Before you go any further   Find a way to manage your social media, or you’ll go mad!
  36. 36. Social organizers  Wrangle all your   Tweetdeck accounts (Twitter,   HootSuite Facebook, LinkedIn   Seesmic and many more) for you and your organization.
  37. 37. Seesmic: New, but gaining
  38. 38. Tweetdeck: Stable
  39. 39. Composing across platforms
  40. 40. All commands together
  41. 41. Send when you should …
  42. 42. Not just when you’re free.
  43. 43. As with any tool Just because  you can, doesn’t mean you should
  44. 44. One basic rule:You only get one click.
  45. 45. Beyond  Mobile: People view you in a variety of media, and take you with them. Are you using the right tool? Do you offer something that an app does better?  Convenient to audience, not to you
  46. 46. Other venues
  47. 47. Questions?Justin