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Social Media: Do we or don't we?
 

Social Media: Do we or don't we?

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Overview of social media presented at our unit's communication/advancement meeting.

Overview of social media presented at our unit's communication/advancement meeting.

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  • Social media Migration from print to screen Message control
  • http://www.facebook.com/pages/Seattle-WA/University-of-Washington/8829726273 With Facebook growing another 14.9% from December to January, the site now reaches 68.5 million people each month, versus 58.5 million for MySpace. Data provided by Compete
  • In the same time span, MySpace dropped by 4% and Facebook grew by 228%. Data is from Nielson Online

Social Media: Do we or don't we? Social Media: Do we or don't we? Presentation Transcript

  • Social Networking Based on UW Marketing Roundtable | 3/18/09 Revised by Sophia Agtarap 9/23/09
  • Why we’re talking about this
    • To help us determine how, or whether, we want to pursue these outlets
    • To demonstrate that e-mail and print are not the only means to communicate.
  •  
  • Facebook Facts
    • Launched in Feb. 2004 as a site for university students and faculty; in 2007 opened to all
    • Active users
      • March 2008: 68 million
      • Today: Over 300 million
    • Fastest growing demographic
      • March 2008: 25 and older
      • Today: 35 and older
  • Facebook Pros
    • You may be ready for Facebook if:
    • Your target audience is primarily students or young alumni.
    • You have the resources to monitor the page at least 3x a week, answer fan questions, and update it frequently (ideally weekly).
    • You have content that is specific to your unit and doesn’t duplicate content on the UW page.
    • You have Facebook Friends who will become fans of the page and help promote it.
    • You have a strategy for addressing controversies or crises related to your unit that might lead to increased activity on your page.
  • Facebook Cons
    • You’re not ready for Facebook if:
    • Your unit has “control issues”
    • You are unwilling to become part of the Facebook community yourself
    • You think you can just let your student interns manage it
    • You think you can manage it without some student involvement
  • Examples: UW on Facebook
    • Some of the UW Schools and Departments on Facebook:
      • UW page launched: April 2008; 7,000+ fans
      • GO-MAP: 187
      • Evans School of Public Affairs: 588
      • UW School of Law: 224
      • UWAA: 2,330
      • Undergraduate Research Program: 144
      • Some of the UW leaders on Facebook:
        • Mark Emmert
        • Phyllis Wise
        • Jim Jiambalvo
        • Ana Mari Cauce
        • Harry the Husky !
  •  
  • What the heck is Twitter?!
    • Interactive, personalized news feed & knowledge share
    • A place to post text-based status updates—they’re called Tweets !
    • They have to be 140 characters or fewer
    • They show up on your profile page and are delivered to other users who have signed up to receive them
  • Why should I care about Twitter?
    • It grew by 1,382% year-over-year in Feb.
    • Estimated 12.1 million users in April 2009
        • 60% quit within first month
    • Driver of news; traffic to sites
    • Fast and easy way to build relationships
    • You don’t need to know people’s e-mail addresses to connect with them!
    2 http://mashable.com/2009/04/28/twitter-quitters/ 1 2 1 http://mashable.com/2009/04/28/twitter-active-users/
  • Twitter Pros
    • Doesn’t require any technical skills!
    • Your org can have an ongoing presence in a Twitter “follower’s” routine
    • Typical Twitterers use the site at least daily, often hourly
    • Gain insight into the interests of your most engaged constituents
    • Your followers can consume your information more easily, unlike a newsletter or a website/blog that requires a user to actively visit it or subscribe.
  • Twitter Cons
    • Requires very regular maintenance—at least 3x a week; daily, if possible
    • 140-character limit
    • As Twitter usage increases, so does the number of tweets you have to compete with
  • Best Uses for Twitter
    • News & event updates
    • Emergency announcements
    • Play-by-play reporting from conferences, lectures, sporting events, etc.
    • To encourage conversation with and input from followers
    • Eyewitness accounts (i.e. breaking news)
  • Examples: UW on Twitter
    • UWNews: http://twitter.com/uwnews
    • GO-MAP: http://twitter.com/UWgomap
    • UWTV: http://twitter.com/UWTV
    • The Daily: http://twitter.com/thedaily
    • The Henry: http://twitter.com/henryartgallery
    • UW Career Center: http://twitter.com/uwcareercenter
    • School of Public Health: http://twitter.com/uwsph
    • Cliff Mass: http://twitter.com/cliffmass
  • How Athletics Uses Twitter
    • Started using it in Jan. 2009
    • To push news, including insider news
    • To encourage fan engagement
    • Accounts include:
      • General UW Athletics
      • Football Coach Steve Sarkisian
      • Volleyball
      • Crew
      • Softball
  •  
  • What is LinkedIn
    • A site for professional networking
    • Users post resumes, recommend colleagues’ job skills; knowledge share
    • Users: May 2009: 11M in US; 19.6M globally
    • Traffic: 50M in US; 87M globally
    • Organizations create groups to bring together people who want to be associated with their brand
  • Examples: Uses of LinkedIn
    • For Q&A opportunities
    • Monitor the competition
    • Facilitate networking
    • Provide profile information, like statistics, demographics, key links
  • Examples: UW on LinkedIn
    • University of Washington (Seattle, Bothell)
    • Foster School
    • UW Medicine
    • School of Law
    • iSchool
    • Libraries
    • Alumni Group (not run by UWAA)
  • Social Networking Resources
    • See post on our intranet team site for higher education and non profit resources
    • Sophia Agtarap’s higher education/social media blog: sophiakristina.wordpress.com