Social Media Goes to College (notes)


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Social Media goes to College; Presentation on building social media communities for UNC CASUE 2010.

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Social Media Goes to College (notes)

  1. 1. Social Media Goes to College: Building Your Campus Community Jen Riehle (@ncsumarit) John Martin (@nematome) NC State University, Office of Information Technology (@ncsu_oit)
  2. 2. Welcome! What are we doing here? Dealing with Policy Making Your Plan The Implementation The Reckoning Discussion & Questions
  3. 3. Disclaimers This is not Social Media 101 We are not going to call it “Web 2.0” We WILL tell you how to figure out if you should be using social media; what to use; how to implement it; how to make it work in a campus community We’re going to talk about integrating social media into your business plan and workflow and using it to improve your relationship with your constituency.
  4. 4. What is social media? so●cial me●di●a n. Def: Blending of technology and social interaction for the co- creation of value Wikipedia has several definitions but at its core says “blending of technology and social interaction for the co-creation of value” With a definition like that, social media can include buying a latte at your local internet cafe. VERY broad. We’re going to break it down a little into TYPES of social media TOOLS
  5. 5. Conversation Services Facilitate conversation between users Ex. Facebook, Twitter, Ning
  6. 6. Information Services Serve as a (primarily) one-way communication resource to users Ex. Wikimedia, Blogger, WordPress LinkedIn
  7. 7. Photo-sharing Services Share photos Ex. Flickr, Picasa, SmugMug
  8. 8. Video-sharing Services Share video Ex. YouTube, Vimeo Could mention iTunesU here briefly
  9. 9. Location-based Services Check-in at locations and events Ex. FourSquare, TriOut, Yelp
  10. 10. The Tools Twitter Facebook FourSquare YouTube Flickr LinkedIn WordPress Wikimedia Ning Poll ‘em? Look around at who is using what!
  11. 11. Dealing with Policy
  12. 12. First, do no harm Look for your University Communication Plan and/or Social Media Policy Review the State “Social Media Best Practices” (12/09) Be aware of Records Retention issues State of NC has - Social Media Best Practices and tutorial (12/09) - No retention requirements specific to social media at this time (have them for e-mail and websites) NCSU has - communications plan - no social media plan YET - comm plan being redone
  13. 13. Do You Need a Policy? Yes
  14. 14. Why You Need a Policy Ensures you’re following policies and guidelines at university and state level Gets buy-in from management Helps lay groundwork for your Social Media Plan Legitimizes the effort
  15. 15. Key Elements in a Policy... Authenticity and Transparency Protecting confidential Information (FERPA) Copyright Concerns Respecting Your Audience Obeying Terms of Service Brand and Naming Guidelines Coke’s Policy: 1.Be Certified in the Social Media Certification Program. 2. Follow our Code of Business Conduct and all other Company policies. 3.Be mindful that you are representing the Company. 4. Fully disclose your affiliation with the Company. 5.Keep records. 6. When in doubt, do not post. 7. Give credit where credit is due and don’t violate others’ rights. 8.Be responsible to your work. 9.Remember that your local posts can have global significance. 10. Know that the Internet is permanent.
  16. 16. Making Your Plan
  17. 17. Your Plan, Your Rules o So we talked about the policies and plans above you and they are important o But if you want to use social media you have to decide for yourself WHAT to use, HOW and WHEN to use it, etc. o It’s your turn
  18. 18. 1. What are your goals? Determine your objectives: Why are you here? What do you hope to achieve? Find a niche and be an expert Too many objectives? Consider multiple accounts Want to offer customer service? Provide information? Be a resource when people need help? SME? Build a brand? Ex: ncsu_oit, sysnews, ncsu_help
  19. 19. 2. What tools should you use? Conversation Tools (Twitter, Facebook) Information Tools (blogs, wikis) Photo-sharing (Flickr, Picasa) Video-sharing (YouTube, Vimeo) Location-based (Foursquare, TriOut) DON’T USE EVERYTHING. No one needs all these. Evaluate each category and determine the categories and tools that best serve your purpose.
  20. 20. 2. What tools should you use? Who is your audience and what are they using? What is the purpose of your message? How many channels of communication can you commit to? What channels are best for your message? Audience: young, old, net users? One-way communication vs. two-way communication
  21. 21. 3. Create/amend your business model What outreach is already being done and how does this fit in? Who/how many people will be doing this? What will the workflow look like? Will they be trained? Will this be in the job description/work plan? Try to find people who are passionate about this; that will make it easier to succeed It takes a TEAM of people Training in writing for the web; communications This is not “goofing off”! This takes time and skill and needs to be considered a real responsibility
  22. 22. The Employee Factor Other people in your organization are going to be using social media The story of “Rick”
  23. 23. 3.5. The Employee Factor Educate employees about the communication plan and social media guidelines Encourage them to participate in the community, when appropriate Have guidelines for employees social media behavior Opportunity to coach management HOW TO: Handle an Employee's Controversial Online Behavior (Mashable Article) Triage approach: 1) Assess the message, 2) Do you want to respond? 3) Evaluate the purpose of the post (Unhappy customer/ Dedicated complainer/comedian want-to-be. Create good habits: For every post: audience, context, purpose
  24. 24. 4. Set Expectations Consider your assets: Do you already have some processes in place? Do you have any in-house expertise? How are your peers doing? How much time and money are you investing in this endeavor? Be realistic If you plan to assess your success make sure you have some metrics in mind and that you do some work to track your success - later ROI slide
  25. 25. Warning: Preparedness In case of emergency, have a plan In case of negative interactions, have a plan
  26. 26. Warning: Security Some scams, phishing attacks, hackers going after social media tools Firesheep, Koobface, Keep computers secure Keep employees informed on the latest bad stuff Koobface: Worm spread on Windows, Mac OS X, and Linux to get sensitive information such as credit card numbers. Spread by sending e-mail to a friend to look at something that purportedly requires flash to up updated. When click on button to update flash, worm downloaded.
  27. 27. Remember... You are not just making a plan to share information; you are making a plan to build a community You are making a social contract between you and your followers Expectations about what you tweet, how often, your level of expertise in your niche, etc. There will be some expectation that if they direct something at you, you will respond You must be able to meet and exceed their expectations or they will stop following you and, even worse, they’ll tell others to as well
  28. 28. The Implementation
  29. 29. Create Your Profile And I don’t just mean ID and password... CREATE YOUR IDENTITY / PERSONA Find a voice/tone and stick with it. Can be funny, cool, have a gimmick, whatever but goes with your social contract (audience expectations) so make it work
  30. 30. Crafting Your Post Know your AUDIENCE In what CONTEXT will your audience be reading? What is the PURPOSE of your readers visit?
  31. 31. Audience Student, Faculty, Staff (careful when mixed) Knowledge domain of your topic (IT) Don't bury the lead (“All faculty and staff will be attending an off-campus DE continuing education session on Thursday”)
  32. 32. Context Electric sign or desktop or smartphone or iPad Operating system In a place where sound isn't appropriate? First time site visitor or repeat visitor? Potential "unique" context (Student Health Services website)
  33. 33. Purpose - know what you’re trying to convey - know what they’re trying to accomplish (make it task-oriented)
  34. 34. Communicative Purpose “That post is from NC State OIT!” Example: NC State OIT Goal is for reader to say this. Short of that, "Oh that makes sense."
  35. 35. You are what you tweet Advertising (workshops, seminars, services, events) Announcements (outages, change management, security issues) News (technology, education, technology in education) Customer Engagement
  36. 36. Introduction to Excel 2007 Part 3 (formulas, macros, drop down lists) 04/22, 1:30-4:00, 6 seats left, More info/ sign-up: ncsu_oit Advertising
  37. 37. Tiny URLs can be big security risk! (And you know Twitter uses them extensively.) releases/tiny-urls-can-be-big-security- risks ncsu_oit Announcements
  38. 38. RT: @hfrankm3 NCSU's library lends all kinds of cool equipment... Including iPods & Kindles. [ & MUCH MORE! see ] RT: @higheredu STATS: U.S.A. Social Networking Rankings: 9bply5 (Twitter in 17th [Hitwise] & 9th [Nielson] place resptvly) ncsu_oit News
  39. 39. Thanks for the follow. Welcome to NC State! Hope you enjoyed our IT presentation. :) Yeah, first presentation I've stayed awake for the whole time haha Ha! We're flattered! Best of luck in your time here, & don't hesitate to call on us if you have technology needs/problems while you're here. Customer Engagement
  40. 40. More Engagement
  41. 41. Hashtags and Searches Hashtags tie content into larger community themes #ncsu_oit, #orientation, #gopack Makes tweets easier to find and aggregate Proactive Customer Engagement story (matt woodward: “Taking action proactively.”) Tools like Tweetdeck and Tweetgrid to follow multiple users and hashtags Where did my tweets go? Twitter doesn’t save everything, so if you want to you need to 1. actively make that effort with a text file or 2. sign up for The Archivisit, TweetDumpr
  42. 42. Building Community Make sure there is always someone listening (and responding!) Reward contributions Promote and encourage UGC Use screen names and connect names with faces Welcome n00bs, orient them Connect with other local communities
  43. 43. Rules for Success 1. Be authentic 2. Have fun Your audience will know if you’re not being yourself, if you’re not having fun; you won’t post because you’re frustrated.
  44. 44. The Reckoning
  45. 45. Reputation Get into good habits Pay attention to what’s being said about you Deal with negative feedback Find good resources and share your knowledge Eventually you will become the resource and you’ll get more followers Tools like Tweetdeck and Tweetgrid to follow multiple users and hashtags DON’T IGNORE IT. Take the high road; ask for feedback; move on
  46. 46. Return on Investment First, have a goal (see: The Plan) Use tools to monitor success: Google analytics URL shorteners that track usage (, Facebook pages monitor usage Many new tools for monitoring social media usage Tools: Omniture, ViralHeat (built with SAS analytics), ShareThis- Argyle Social downstairs But what does “success” mean? Subjective AND objective
  47. 47. You are not in control ANYONE can say ANYTHING at ANYTIME Pay attention Try to take the high road. When it becomes abusive, you should deal with that.
  48. 48. When to Bail It will take time This is an enhancement, not a replacement Don’t look at the number of people, look at the quality of connections You’re using it whether you like it or not Just because you haven’t posted in ages, does’t mean you should stop; DOES mean you should re-evaluate
  49. 49. Questions & Discussion
  51. 51. Thank you! Jen Riehle (@ncsumarit) John Martin (@nematome) NC State University Office of Information Technology (@ncsu_oit) Please review this session!