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Managing social media


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  • 1. EDUCAUSE Annual Conference 12 October, 2010 Anaheim, CA Managing Social Media Robin Smail (aka Robin2go) Disruptive Technologist Penn State University
  • 2. Our roadmap • Who are you? • Why social media? • What are your goals? • Where do I start? • When do I see results? • How do I measure results?
  • 3. Who am I?
  • 4. Whoare you?
  • 5. University? Individual? Administration? Informative? Public? Private? Marketing? Student Services? Admissions? Student Groups? Academic Department? Find your voice Helpful?
  • 6. Whysocial media?
  • 7. What do you want to say? Discuss. (no, really. I mean now.)
  • 8. 92%of U.S. toddlers have an online presence. (AVG study) Whoare you talking to?
  • 9. Social media is a different beast. It’s not your father’s marketing.
  • 10. Wordofmouthis social media's heart. The implicit or explicit endorsement of a fellow human being when they post a comment, Tweet a link, write a review, write a wall post on Facebook, or recommend a video has a significantly greater (if not exponentially greater) impact on our selection process than advertising alone.
  • 11. Find your audience 2007
  • 12. Find your audience 2010
  • 13. Are you prepared for this? for this? (seriously)
  • 14. Whatare your goals?
  • 15. WIIFM? What’s In It For Me? (Not just for you, but for your community, because they are asking the very same question.) So how does this question tie into your goals?
  • 16. Let’s get organized. • How many hours do I have to spend in social media? • Do I have other resources? • Which 2-3 tools will work for me?
  • 17. Let’s get buy in. • Have we evaluated where we are so we know where we want to go? • Do I have leadership’s support, or am I establishing a presence to build a case? • How do we measure success? failure?
  • 18. Hint: if your objectives and goals can’t be measured against something, it’s going to be really hard to evaluate and adjust your efforts.
  • 19. Wheredo I start?
  • 20. Let’s get going. • Passive (observation mode): listening, paying attention, and absorbing. • Responsive: taking first steps in online engagement, following and responding to ongoing dialogue. • Engaged: not just participating, but leading discussions and community building. • Creating: generating useful content for your community that helps grow your presence.
  • 21. Find your tools
  • 22. Twitter • An organizational Twitter account. • A desktop client that can handle multiple accounts. • If applicable, a smart phone app.
  • 23. Facebook • An organizational Facebook page. • A vanity URL. • If applicable, a smart phone app.
  • 24. Blogging • An organizational blog. • A blogging platform. • An aggregator to read other blogs.
  • 25. Listen and monitor • Technocrati • Google Blog Search • • BoardTracker and BoardReader • Twitter Search • Social Mention • Addictomatic • IceRocket Beginner More Advanced
  • 26. Whendo I see results?
  • 27. Social media maturity *If you’re serious, this is going to take more than one person at this stage of the game graphic by Radian6
  • 28. Let’s talk resources. graphic by Radian6
  • 29. Larger scale resources. graphic by Radian6
  • 30. Howdo I measure results?
  • 31. Define your goals. • Reputation • Awareness • Engagement • Education • Entertainment
  • 32. The only true RPO
  • 33. Metrics and measuring. • Members • Posts, threads • Comments, ideas • Inbound links • Tags, votes, bookmarks • Active profiles Activity and engagement
  • 34. Measuring activity and engagement. • Members • Posts, threads • Comments, ideas • Inbound links • Tags, votes, bookmarks
  • 35. Measuring awareness and value. • Brand loyalty/affinity • Share of conversation • Sentiment of posts • Interaction with content
  • 36. • Respond with grace and not rancor. • Be honest if there was an error. • Make sure you have a “comment policy” before you need one. • Know that sometimes it is better to let the community put the fire out. When things go wrong.
  • 37. Go social with me. Education Technology Services 210 Rider Building The Pennsylvania State University University Park, PA 16802 Robin Bradford Smail Disruptive Technologist