Integrating Social Media

Integrating Social Networking: Difficulties and Usability Mike Sink, Town of Cary (@sinkawitz) Jen Riehle, NC State OIT (@ncsumarit)

Welcome! Social Media: The Theory Social Media: The Policy Social Media: The Plan Social Media: The Implementation Social Media: The Reckoning Discussion & Questions

Disclaimers This is not Social Media 101 We are not going to call it “Web 2.0”

NOT easy

WON’T solve all your problems

CAN’T set it and forget it

What is social media? so●cial me●di●a n. Def: Blending of technology and social interaction for the co- creation of value

Conversation Services Facilitate conversation between users Ex. Facebook, Twitter, Ning

Information Services Serve as a (primarily) one-way communication resource to users Ex. Wikimedia, Blogger, WordPress

Photo-sharing Services Share photos Ex. Flickr, Picasa, SmugMug

Video-sharing Services Share video Ex. YouTube, Vimeo

Location-based Services Check-in at locations and events Ex. FourSquare, TriOut, Yelp

The Tools Twitter LinkedIn Facebook WordPress FourSquare Wikimedia YouTube Ning Flickr

Age Salary Gender Education http://www.ignitesocialmedia.com/2010-social-network-analysis-report/ Demographics

Dealing with Policy

First, do no harm Look for your Communications Plan and/ or Social Media Policy Review the State “Social Media Best Practices” (12/09) Be aware of Records Retention issues

Do You Need a Policy? Yes

Why You Need a Policy Ensures you’re following policies and guidelines at community and state level Gets buy-in from management Helps lay groundwork for your Social Media Plan

Key Elements in a Policy... Authenticity and Transparency Protecting Conﬁdential Information Copyright Concerns Respecting Your Audience Obeying Terms of Service Brand and Naming Guidelines

Making Your Plan

Your Plan, Your Rules

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

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)

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?

Remember... It is a lot harder to get OUT of social networking than it is to get into it.

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?

4. The Employee Factor Don’t just grab some student or intern This is oﬃcial communication, needs an expert Person should understand and care about the dynamics of social media

4. The Employee Factor > o the r

4. 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

5. 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

... and then keep track Keep a copy of all your posts Record data based on your assessment plans Don’t have to be big or costly, just has to work

Warning: Preparedness

Warning: Security

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

The Implementation

Create Your Profile

Crafting Your Post Think about your AUDIENCE In what CONTEXT will your audience be reading? What is the PURPOSE of your message?

Audience

Context

Purpose

Communicative Purpose “That post is from NC State OIT!”

You are what you tweet Advertising (workshops, seminars, services, events) Announcements (outages, change management, security issues) News (technology, education, technology in education) Customer Engagement

Introduction to Excel 2007 Part 3 (formulas, macros, drop down lists) 04/22, 1:30-4:00, 6 seats left, More info/ sign-up: http://idek.net/7U8 ncsu_oit

Tiny URLs can be big security risk! (And you know Twitter uses them extensively.) http://oit.ncsu.edu/news- releases/tiny-urls-can-be-big-security- risks ncsu_oit

RT: @hfrankm3 NCSU's library lends all kinds of cool equipment... Including iPods & Kindles. [ & MUCH MORE! see http://idek.net/6F1 ] RT: @higheredu STATS: U.S.A. Social Networking Rankings: http://tinyurl.com/ 9bply5 (Twitter in 17th [Hitwise] & 9th [Nielson] place resptvly) ncsu_oit

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.

More Engagement

Hashtags and Searches Hashtags tie content into larger community themes #ncsu_oit, #orientation, #gopack Makes tweets easier to ﬁnd and aggregate

Building Community Welcome newbies, orient them Reward contributions Make sure there is always someone listening (and responding!) Use screen names and connect names with faces IRL Connect with other local communities

The Reckoning

Return on Investment First, have a goal (see: The Plan) Use tools to monitor success: Google analytics URL shorteners that track usage (bit.ly, goo.gl) Facebook pages monitor usage Many new tools for monitoring social media usage

Return on Investment What does “success” mean to you? What do you do with your success?

Your Reputation Get into good habits Solicit and respond to feedback Pay attention to what’s being said about you

You are not in control

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

Questions & Discussion

BIG PHOTO THANKS! STÉFAN

Thank you! Mike Sink (@sinkawitz) Jen Riehle (@ncsumarit) Slides available online at http://slideshare.net

Integrating Social Media

by Jen Riehle on Nov 14, 2010

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