Social Media Goes to College

Social Media Goes to College Building Your Campus Community Jen Riehle, NC State OIT (@ncsumarit) with John Martin, NC State OIT (@nematome) Mike Sink, Town of Cary (@sinkawitz)Thursday, July 19, 12

Welcome! Social Media: The Theory Social Media: The Policy Social Media: The Plan Social Media: The Implementation Social Media: The Reckoning Discussion & QuestionsThursday, July 19, 12

What is social media? Examples: Watching YouTube Posts to Yelp Using Google Friend Connect Posting beer selections on untapped Not “Web 2.0”Thursday, July 19, 12Term is losing its descriptive power - has become a catch-all.Must take care to be sure that you deﬁne it with the audience your speaking to

What is social media? so●cial me●di●a noun. Def: Blending of technology and social interaction for the co- creation of valueThursday, July 19, 12Wikipedia 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

Conversation Services Facilitate conversation between users Ex. Facebook, Twitter, NingThursday, July 19, 12

Information Services Serve as a (primarily) one-way communication resource to users Ex. Wikimedia, Blogger, WordPressThursday, July 19, 12LinkedIn

Photo-sharing Services Share photos Ex. Flickr, Picasa, SmugMugThursday, July 19, 12

Video-sharing Services Share video Ex. YouTube, VimeoThursday, July 19, 12Could mention iTunesU here brieﬂy

Location-based Services Check-in at locations and events Ex. FourSquare, TriOut, YelpThursday, July 19, 12This might even be an expanding area --tools like untapped and Yelp are for sharing preferences, not just location info so“PREFERENCE SHARING” or “ACTIVITY SERVICES” might be a better term

The Tools Twitter LinkedIn Facebook WordPress FourSquare Wikimedia YouTube Ning FlickrThursday, July 19, 12Poll ‘em?Look around at who is using what!

Demographics Gender http://www.ignitesocialmedia.com/2010-social-network-analysis-report/ Education Salary AgeThursday, July 19, 12Even male/female ration (48/52); higher education; higher salarySelf-selecting nature: have to have a computer and/or cell phone - mostly better educated, older, have moremoneyYou won’t get too many younger users (under 18); you won’t get too many under-privileged users28% of Facebook, Flickr and Twitter users are over 45 years old; 16-18% under 25 (60%+ b/w 25-45)

Dealing with PolicyThursday, July 19, 12

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 issuesThursday, July 19, 12MIKE:Your municipality may not want you to do this at all. This may be your only stop.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

Do You Need a Policy? YesThursday, July 19, 12

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 PlanThursday, July 19, 12Legitimizes the effort - credibilitySocial Media policy usually a part of a larger comprehensive communications plandeﬁne the CARROT and the STICK

Key Elements in a Policy... Authenticity and Transparency Protecting Confidential Information Copyright Concerns Respecting Your Audience Obeying Terms of Service Brand and Naming GuidelinesThursday, July 19, 12A 20-page document written by lawyers won’t get read or followed; consider more informal structureCoke’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.

Making Your PlanThursday, July 19, 12

Your Plan,Thursday, July 19, 12 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

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 accountsThursday, July 19, 12Want to offer customer service? Provide information?Ex: P&R channels: Largest common denominator - athletics, cultural, events - will segregateyour audienceBe a resource when people need help? SME? Build a brand?

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)Thursday, July 19, 12DON’T USE EVERYTHING. No one needs all these.Evaluate each category and determine the categories and tools that best serve your purpose.

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?Thursday, July 19, 12Audience: young, old, net users? One-way communication vs. two-way communicationWhat is HOME BASE?

There’s no place like homeThursday, July 19, 12Direct web traffic to one place - blog or website preferable to FB. Something you1. updated often and2. do analytics on how people are getting there and how often- relate it to SM posts.Value correlation over ﬁrm numbers- SM is abstract

Remember... It is a lot harder to get OUT of social networking than it is to get into it.Thursday, July 19, 12Tempting to get into a lot of channels but it’s terrible to get into a proﬁle and then not use 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?Thursday, July 19, 12This is an enhancement to your current marketing and outreach strategies, not a replacement - still COSTS $$$It takes a TEAM of peopleTraining in writing for the web; communications - your staff needs to be an expert in what they’re talking aboutThis is not “gooﬁng off”! This takes time and skill and needs to be considered a real responsibility

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 mediaThursday, July 19, 12Try to ﬁnd people who are passionate about this; that will make it easier to succeedJust because you "grew up" with social media, that doesnt mean they know how to do social media. Its marketing and thereare other skills, oversight, knowledge of legalities involved.Training in writing for the web; communications - your staff needs to be an expert in what they’re talking aboutThis is not “gooﬁng off”! This takes time and skill and needs to be considered a real responsibility

4. The Employee Factor > o the rThursday, July 19, 12EMPLOYEE RESPONSIBLE FOR REFEREEING A GAME TWEETS DURING OR AFTER GAMEOther people in your organization are going to be using social mediaBe aware of who and how if it ties into workTriage approach: 1) Assess the message, 2) Do you want to respond? 3) Evaluate the purpose of the post (Unhappy employee/Dedicated complainer/Humorist)

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 behaviorThursday, July 19, 12If you’re tweeting personally then remember:- build a community within the industry you’re in- don’t tie yourself to your position in your organizationIf things change you want the contacts but you don’t want to leave an account behind; reasons to separate personal andprofessionalITS A Balance

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 realisticThursday, July 19, 12What are your KEY PERFORMANCE INDICATORS? Not number of followers, track- how many people repost, mention or like?- how many people ask questions?- do they act on the info you provide?

... and then keep track Keep a copy of all your posts Record data based on your assessment plans and key performance indicators Don’t have to be big or costly, just has to workThursday, July 19, 12Where 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. signup for The Archivisit, TweetDumprAt the end of the week copy everything you did into a text ﬁle. Just know who did what when.If you plan to assess your success make sure you have some metrics in mind and that you do some work to trackyour success - later ROI slide

Warning: PreparednessThursday, July 19, 12In case of emergency, have a planEveryone will be posting but it’s important you offer quick and reliable information- get ahead of or correct rumorsIn case of negative interactions, have a plan

Warning: SecurityThursday, July 19, 12Some scams, phishing attacks, hackers going after social media toolsFiresheep, Koobface,Keep computers secureKeep employees informed on the latest bad stuffKoobface: Worm spread on Windows, Mac OS X, and Linux to get sensitive information such as credit cardnumbers. Spread by sending e-mail to a friend to look at something that purportedly requires ﬂash to upupdated. When click on button to update ﬂash, worm downloaded.

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 followersThursday, July 19, 12Jen 1stMike 2ndExpectations 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 respondYou must be able to meet and exceed their expectations or they will stop following you and, even worse, they’lltell others to as well

The ImplementationThursday, July 19, 12

Create Your ProfileThursday, July 19, 12And I don’t just mean ID and password...CREATE YOUR IDENTITY / PERSONAFind a voice/tone and stick with it. Can be funny, cool, have a gimmick, whatever but goes with your socialcontract (audience expectations) so make it work and be consistent

Crafting Your Post Think about your AUDIENCE In what CONTEXT will your audience be reading? What is the PURPOSE of your message?Thursday, July 19, 12

AudienceThursday, July 19, 12“Craft your message based on your knowledge of the audience”Knowledge domain of your topic (niche)Dont bury the lead (“All faculty and staff will be attending an off-campus DE continuing education session onThursday”)

ContextThursday, July 19, 12Where will your audience be and how will they receive this message.What equipment will they receive the message on.Electric sign or desktop or smartphone or iPadIn a place where sound isnt appropriate?First time site visitor or repeat visitor?Potential "unique" context (Student Health Services website)

PurposeThursday, July 19, 12- know what you’re trying to convey - is this a call to action? or just information.- know what they’re trying to accomplish (make it task-oriented)

Communicative Purpose “That post is from NC State OIT!”Thursday, July 19, 12Example: NC State OITGoal is for reader to say this. Short of that, "Oh that makes sense."

You are what you tweet Advertising (workshops, seminars, services, events) Announcements (outages, change management, security issues) News (technology, education, technology in education) Customer EngagementThursday, July 19, 12

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_oitThursday, July 19, 12Advertising

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_oitThursday, July 19, 12Announcements

RT: @hfrankm3 NCSUs 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_oitThursday, July 19, 12News

Thanks for the follow. Welcome to NC State! Hope you enjoyed our IT presentation. :) Yeah, first presentation Ive stayed awake for the whole time haha Ha! Were flattered! Best of luck in your time here, & dont hesitate to call on us if you have technology needs/problems while youre here.Thursday, July 19, 12Customer Engagement

More EngagementThursday, July 19, 12

Hashtags and Searches Hashtags tie content into larger community themes #ncsu_oit, #orientation, #gopack Makes tweets easier to find and aggregateThursday, July 19, 12#ncsu_oit: among OIT tweet accounts; #orientation: among campus groups; #gopack: beyond campusTools like Tweetdeck and Tweetgrid to follow multiple users and hashtags - see what people are saying!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

Building Community Welcome n00bs, 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 communitiesThursday, July 19, 12

{FUN}Thursday, July 19, 12FUN - HAVE SOME1. Be authentic2. Have funYour audience will know if you’re not being yourself, if you’re not having fun; you won’t post because you’refrustrated.

The ReckoningThursday, July 19, 12

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 usageThursday, July 19, 12Many metrics are the same metrics we’ve always had for marketing purposes - now framed differentlyTools: Omniture, ViralHeat (built with SAS analytics), ShareThis- Argyle Social downstairs

SUCCESS!Thursday, July 19, 12You may have all kinds of data but what does “success” mean? Subjective AND objectiveMeasure success with correlations, not always hard data1. positive interactions and feedback;2. building of new relationships;3. in cost savings (fewer HD calls);

Success The goal isn’t to be good at social media. The goal is to be good at communication because of social media.Thursday, July 19, 12

Your Reputation Get into good habits Solicit and respond to feedback Pay attention to what’s being said about youThursday, July 19, 12Reputation is everything in social media - won’t have followers without a good repFind good resources and share your knowledge - BUILD CREDIBILITYEventually you will become the resource and you’ll get more followersTools like Tweetdeck and Tweetgrid to follow multiple users and hashtags

You are not in controlThursday, July 19, 12ANYONE can say ANYTHING at ANYTIME so pay attention!DON’T IGNORE IT. Ask for feedback; move on - this is an opportunity!If it becomes abusive you can choose to remove content but it helps to have a policy (publicly available) to point toin order justify why you’re blocking someones comments

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 notThursday, July 19, 12Just because you haven’t posted in ages, does’t mean you should stop; DOES mean youshould re-evaluate

Questions & DiscussionThursday, July 19, 12

Photo Credit STÉFANThursday, July 19, 12

Thank you! Mike Sink (@sinkawitz) Jen Riehle (@ncsumarit) Slides available online at http://www.slideshare.net/ncsumarit/Thursday, July 19, 12

Social Media Goes to College

by Jen Riehle on Jul 19, 2012

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Social Media Goes to College Presentation Transcript