Stepping forward into social media It’s a brave new world... but not as foreign as you think Tiffany Broadbent Beker Social Media Coordinator (& Web Programmer) Ofﬁce of Creative Services College of William & Mary
Goals before Tools• Who are you trying to connect with?• What information do you want to communicate?• Why are you using social media versus another tool?• How can your fans ﬁnd your page and its content?• When will you post and how often?
Who is your audience?• 2/3 of all internet users use social networking sites• 83% of ages 18-29
Publicize events Develop & promotions brand affinity Generate public awareness Why do you want to use social media? Promote products or services Interact with customers
What do users want froma business on social media?Interesting Updates Show Brand Loyalty People want to share 58% Like a business’ cool stuff with their Facebook Page because friends, family & peers they are a customer Source: adage.com Customer Service Rewards 47% of users engage in 57% want to receive customer service via discounts and promotions social media Source: adage.com Source: brandwatch.com
Choose your toolNot all online messaging tools are the same ≠ ≠ ≠ You must tailor the message for each
Craft your message Based on what your goals are & what customers want to see
Customer Service Answer questionsShare relevant information from other sources
What do you say? (and How?)• Provide some benefit in exchange for users’ attention• Stay on topic, relate each post back to your organization or W&M in some way• Use a conversational, more accessible tone, social media is not a formal platform
How will people ﬁnd you?Via the W&M website Like or Follow Similar/relevant accounts Share/Retweet Updates from others Mention @williamandmary Hashtag #wmcharterday
Managing Your Social Media Time 30 minutes 5 minutesonce a week twice a day to monitor page and to plan posts answer questions Can schedule posts with Facebook, HootSuite or TweetDeck (but be prepared for conversations daily)
It’s not all about the numbers 100 > 10,000 dedicated & indifferent engaged users followers Create interesting & engaging posts that people want to share, and they will generate publicity for you
Thank Youtlbroa@wm.edu@tb623 on Twitter firstname.lastname@example.org @wm_creative
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