SOCIAL MEDIA INTRANSPORTATIONJustin Carinci, Communications DirectorOTREC
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.)
In business … 78 percent of companies use social media MediaPost News, 2010
In business … 700 million local businesses have Facebook pages Hubspot Blog
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
In the public sector … Facebook: Every governor is on Facebook More than a third of legislators are on Facebook
Why use social media? Comparable to traditional media, but with two additional strengths: Cost Control
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?
Be your own guide Use your planning process or existing documents to guide you. Don’t follow the leaders; they may have different goals.
What are OTREC’s goals? Drive people to website Move information to people Secondary Get people to move Become an authority
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
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
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.
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)
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.
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.
Facebook Where our audience has been and increasingly spends time Diverse platform; broader audience, richer experience More casual, fun, than Twitter (professionally)
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?
Before you go any further Find a way to manage your social media, or you’ll go mad!
Social organizers Wrangle all your Tweetdeck accounts (Twitter, HootSuite Facebook, LinkedIn Seesmic and many more) for you and your organization.