Welcome to     Social Media      Bootcamp                        #wm smug         Sponsored by theW&M Social Media Users G...
The Plan• Social Media Strategy• Facebook Basics• Twitter Basics• Content Tips & General Advice• ...plus lots of breaks an...
"If you dont know whereyoure going, any road will      get you there.”(paraphrase of) The Cheshire Cat, Alice in Wonderlan...
Who are you trying to        connect with?          Answering this question first        will help guide everything else  G...
Where is your target audience?• 2/3 of all internet  users use social  networking sites• 83% of ages 18-29
What are your goals for       using social media?Engage and connect with your audience    Humanize & give personality to y...
What are users looking for    on social media?Interesting Updates          Show Brand Loyalty   People want to share      ...
Is your audience      on social media?Do your social media goalsline up with your audience’s?           If so...
Choose your tool...wiselyNot all online messaging tools are the same          ≠            ≠             ≠    You must tai...
Questions?      (followed by a 5 minute break)During the break maybe try and write down...      Who is your target audienc...
Basics
The driving force of Facebook     News feed is a regularly updating list of      stories from friends, pages, and other   ...
Profile• Used for real people*• User controls what  information is public or  private• Must friend the  person to see the  ...
Group• For small group   communication around a   common interest• Open, closed or secret• Members and/or   admins can sha...
Page• Organizations,   businesses, celebrities   and brands• Anyone can like a page,   will get updates in their   news fe...
Which should you use?*   Page                                  Group*In most cases...as always, there are some exceptions
Choosing a Name          for your Page      Choose wisely and type carefully...     Facebook doesn’t allow you to change  ...
Pick a username                                       Page URL:     Page Name:   William & Mary              http://www.fa...
Page Cover Profile               Cover Photo                        851 x 315px Photo160 x 160px                        Pag...
TimelinePosts by Page              Posts by Others                             Likes by Page
Types of Page Posts(Highlighted) Photo post                           Post (with Link)              Milestone             ...
Tagging other Pages in a Post              • Type @ followed by                the name of the page              • Creates...
User Interactions  with a Post                more   Share                            weight in FB EdgeRankComment       u...
Threaded and Ranked     Comments
Admin PanelComments and likes on your posts, wall posts   Direct private     from others           messaging
Admin Panel   Edit About Section                      Allow posting,                         tagging &                    ...
Of course FB will bechanging this soon...
Facebook Strengths   1 billionactive monthly users     Post appears in                           News Feed  Easy to intera...
Questions?(followed by a 10-15 minute break)  During the break maybe peruseyour organization’s Facebook Page...     Fill i...
@username       list                                 retweet  tweet                                 follow#hashtag        ...
Twitter is...“...like being delivered a newspaper whoseheadlines you always find interesting - youcan discover news as it’s...
Your Username/Handle *           @ wm_creative  http://www.twitter.com/ wm_creative• Uniquely identifies you on Twitter• Fe...
Your “Real” Name *     Username @wm_creative        Name WM Creative Services• Displayed on your profile page & elsewhere• ...
Twitter profile page                                Profile photo                                  81 x 81px160 char bioMent...
What’s a Tweet? Your post on Twitter in140 characters (or less)     Text only                                     With a p...
Following along                     Your (@wmsquirrel’s)                           Timeline@common_squirrel’s    Timeline
ListsA curated group of Twitter users    W&M has two public Twitter lists:     Official-ish and Unofficial
ListsA curated group of Twitter users
Time to interact        @mention                                @replyPublic tweet, seen by all of your  followers in thei...
Retweet (RT)                Web Retweet (via twitter.com)Manual Retweet (using RT)      Retweet with comment (and mention)
#hashtags• # followed by any  word or phrase  (no spaces)• Used to categorize  tweets, appear in  searches• Use capital le...
Twitter Strengths   Real-time information  Concise communicationTrackable and theme-driven   using hashtags and search
Questions?      (followed by a 10-15 minute break)During the break maybe look around on Twitter...    Upload a header phot...
Now that you’re familiar   with the tools...
Start by listeningListening will help you... • Understand your     audience (and what     they’re saying about you) • Lear...
...and collaborating
What interesting, usefuland relevant information do     you have to share?
Content Tips• Provide some benefit in exchange for  users’ attention• Ask meaningful questions• Stay on topic, relate each...
Photos• Photos do not have to be  professionally done,  just a well-taken photo  (in focus, etc.)• Rotate banner photos  w...
Event Publicity• Create a Facebook Event  (rough RSVP count, questions)• Offer insiders’ information  (e.g. early ticket a...
Facebook Contests   • Must release Facebook from any affiliation       with the promotion   • Do not involve native Faceboo...
Create a Content Calendar Monday      Tuesday   Wednesday Thursday      Friday  Campus    Announce a   Update    Throwback...
Before hitting “Send”• Don’t say anything online you wouldn’t want  permanently recorded and associated  with your organiz...
Do not engage the trollstroll (pron.: /ˈtroʊl/, /        ˈtrɒl/)                 Often the community will   someone who po...
Don’t let spam accumulate      Comments        Photos        Posts by Others       Recommendations          Twitter Follow...
Profile Images• Create a square image (don’t rely on auto-cropping)• Choose something that uniquely identifies your   organi...
Focus your efforts
When cross-posting: Customize
How will people find you? Via your website                      Like/Follow                    Similar/relevant accounts   ...
Updating your website?         Make your content social• Create content your audience wants to share• Use a catchy headlin...
Who is your    “social media person”?• Designate someone who is responsible for  (and has time for) updating, monitoring a...
Managing Your         Social Media Time                        At minimum...   30 minutes                      5 minutes  ...
When will you post      (and how often)?              At minimum...    1x                           3xper week            ...
How will you determine success?                                 ~9,000 students, faculty & staff                          ...
It’s not all about the numbers 100 > 10,000  dedicated &                   indifferent engaged users                   fol...
Thank You   Tiffany Broadbent Beker   tlbroa@wm.edu or @tb623        Creative Servicescreative@wm.edu or @wm_creative
W&M SMUG Social Media Bootcamp
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W&M SMUG Social Media Bootcamp

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Social Media Strategy, Facebook & Twitter 101, Content & Management Tips

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W&M SMUG Social Media Bootcamp

  1. 1. Welcome to Social Media Bootcamp #wm smug Sponsored by theW&M Social Media Users Group (SMUG)
  2. 2. The Plan• Social Media Strategy• Facebook Basics• Twitter Basics• Content Tips & General Advice• ...plus lots of breaks and questions
  3. 3. "If you dont know whereyoure going, any road will get you there.”(paraphrase of) The Cheshire Cat, Alice in Wonderland (via Susan Evans, mStoner)
  4. 4. Who are you trying to connect with? Answering this question first will help guide everything else General Public Current Students AlumniProspective Students Parents Peer Organizations
  5. 5. Where is your target audience?• 2/3 of all internet users use social networking sites• 83% of ages 18-29
  6. 6. What are your goals for using social media?Engage and connect with your audience Humanize & give personality to your organizationGenerate brand awareness Publicize events and promotionsDisseminate important information quickly
  7. 7. What are users looking for 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.comCustomer 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
  8. 8. Is your audience on social media?Do your social media goalsline up with your audience’s? If so...
  9. 9. Choose your tool...wiselyNot all online messaging tools are the same ≠ ≠ ≠ You must tailor your strategy and message for each platform, its strengths and its audience
  10. 10. Questions? (followed by a 5 minute break)During the break maybe try and write down... Who is your target audience What goals do you want to achieve with social media? What information do you have to share that’s unique and interesting?
  11. 11. Basics
  12. 12. The driving force of Facebook News feed is a regularly updating list of stories from friends, pages, and other connections, like groups and events. People can like or comment on what they see. Each person’s news feed is personalized* based on their interests and the sharing activity of their friends. * A ranking algorithm (known as EdgeRank) is usedto selectively show what it determines is most relevant to you, not all posts appear in the News Feed.
  13. 13. Profile• Used for real people*• User controls what information is public or private• Must friend the person to see the majority of information and posts * Avoid creating fake accounts - they violate Facebook’s usage policy and can be deleted at any time
  14. 14. Group• For small group communication around a common interest• Open, closed or secret• Members and/or admins can share updates, photos and documents• Members notified of updates, if under 5,000 members can send email• A Facebook account is required to see any content
  15. 15. Page• Organizations, businesses, celebrities and brands• Anyone can like a page, will get updates in their news feed• Managed by one or more administrators who can post, like, comment and share as the page• All posts are public, users do not have to log in to see your page
  16. 16. Which should you use?* Page Group*In most cases...as always, there are some exceptions
  17. 17. Choosing a Name for your Page Choose wisely and type carefully... Facebook doesn’t allow you to change your name once you’ve set it (without jumping through a lot of hoops) Try to include “William & Mary” or “W&M”in your Page Name (not “William and Mary” or “WM”)
  18. 18. Pick a username Page URL: Page Name: William & Mary http://www.facebook.com/ pages/William-Mary-Creative- Creative Services Services/123456789098765Go To: http://www.facebook.com/username http://www.facebook.com/wmcreative • Provides an easier to read (and remember) URL • Need 25 fans to set username.You can change it once. • Try to use the same username across social media sites • Include “wm” at the beginning or end if possible
  19. 19. Page Cover Profile Cover Photo 851 x 315px Photo160 x 160px Page Name About Section Views & Apps
  20. 20. TimelinePosts by Page Posts by Others Likes by Page
  21. 21. Types of Page Posts(Highlighted) Photo post Post (with Link) Milestone (Pinned) Event
  22. 22. Tagging other Pages in a Post • Type @ followed by the name of the page • Creates a link to that page • Post appears on the tagged page’s activity stream • Provides publicity for you and that page
  23. 23. User Interactions with a Post more Share weight in FB EdgeRankComment user effort Like Click less
  24. 24. Threaded and Ranked Comments
  25. 25. Admin PanelComments and likes on your posts, wall posts Direct private from others messaging
  26. 26. Admin Panel Edit About Section Allow posting, tagging & messaging by others Check for miscategorized spam Act as the page on the rest of Facebook
  27. 27. Of course FB will bechanging this soon...
  28. 28. Facebook Strengths 1 billionactive monthly users Post appears in News Feed Easy to interact Generates likes, Visually comments, shares focused
  29. 29. Questions?(followed by a 10-15 minute break) During the break maybe peruseyour organization’s Facebook Page... Fill in your About section Update your cover photo Pin or highlight a post Add a milestone Skim through your Activity Log
  30. 30. @username list retweet tweet follow#hashtag 140 characters Twitter Basics
  31. 31. Twitter is...“...like being delivered a newspaper whoseheadlines you always find interesting - youcan discover news as it’s happening, learnmore about topics that are important to you,and get the inside scoop in real time.” -How is [Twitter] Useful? twitter.com
  32. 32. Your Username/Handle * @ wm_creative http://www.twitter.com/ wm_creative• Uniquely identifies you on Twitter• Fewer than 15 characters• Only letters, numbers and underscore “_”• Cannot contain “admin” or “Twitter” * Again, for official accounts, try to include “wm” either at the beginning or end of the handle
  33. 33. Your “Real” Name * Username @wm_creative Name WM Creative Services• Displayed on your profile page & elsewhere• Does not have to be unique• Fewer than 20 characters * For official accounts, try to include W&M (not WM). If you don’t have room, mention it in your bio.
  34. 34. Twitter profile page Profile photo 81 x 81px160 char bioMention W&Mand “official” if applicable Header Location and photo website520 x 260px
  35. 35. What’s a Tweet? Your post on Twitter in140 characters (or less) Text only With a photo or video With a link (some with “Twitter Cards”)
  36. 36. Following along Your (@wmsquirrel’s) Timeline@common_squirrel’s Timeline
  37. 37. ListsA curated group of Twitter users W&M has two public Twitter lists: Official-ish and Unofficial
  38. 38. ListsA curated group of Twitter users
  39. 39. Time to interact @mention @replyPublic tweet, seen by all of your followers in their timelines Only seen by those who follow both you and the user you’re replying toDirect Message (DM) Private message between two users
  40. 40. Retweet (RT) Web Retweet (via twitter.com)Manual Retweet (using RT) Retweet with comment (and mention)
  41. 41. #hashtags• # followed by any word or phrase (no spaces)• Used to categorize tweets, appear in searches• Use capital letters to differentiate words• Research before use Official W&M Hashtag list: www.wm.edu/hashtags
  42. 42. Twitter Strengths Real-time information Concise communicationTrackable and theme-driven using hashtags and search
  43. 43. Questions? (followed by a 10-15 minute break)During the break maybe look around on Twitter... Upload a header photo or background Search for Twitter users and hashtags in your field Create a Twitter list Subscribe to W&M’s Twitter lists
  44. 44. Now that you’re familiar with the tools...
  45. 45. Start by listeningListening will help you... • Understand your audience (and what they’re saying about you) • Learn what your audience likes • Use social media as a conversation not a broadcast toolOpen Your Ears, Ma’ayan Plaut
  46. 46. ...and collaborating
  47. 47. What interesting, usefuland relevant information do you have to share?
  48. 48. Content Tips• Provide some benefit in exchange for users’ attention• Ask meaningful questions• Stay on topic, relate each post back to your organization or institution in some way• Use a conversational tone, social media is not a formal platform
  49. 49. Photos• Photos do not have to be professionally done, just a well-taken photo (in focus, etc.)• Rotate banner photos with events, seasons• Caption all images to provide context, attribution View of the Wren Yard and Sunken Garden via @william_and_mary Instagram
  50. 50. Event Publicity• Create a Facebook Event (rough RSVP count, questions)• Offer insiders’ information (e.g. early ticket access)• Provide behind the scenes photos, videos and stories• Promote a hashtag, put it everywhere• During and after the event, save activity in Storify
  51. 51. Facebook Contests • Must release Facebook from any affiliation with the promotion • Do not involve native Facebook actions (like, comment, share) • Use a third party app for the contestFor more details: http://www.insidefacebook.com/2013/02/15/guest-post- in-2013-many-businesses-are-still-running-illegal-contests-on-facebook/
  52. 52. Create a Content Calendar Monday Tuesday Wednesday Thursday Friday Campus Announce a Update Throwback Follow Event contest cover photo Friday #FF Facebook Facebook Facebook Twitter Twitter Twitter Twitter Twitter
  53. 53. Before hitting “Send”• Don’t say anything online you wouldn’t want permanently recorded and associated with your organization• Be just as courteous and respectful online as in person (no vulgarities, etc.)• Always pause, reread, and check your facts, grammar, and tone
  54. 54. Do not engage the trollstroll (pron.: /ˈtroʊl/, / ˈtrɒl/) Often the community will someone who posts self-correct and self-police inflammatory, extraneous, or off-topic messages in an online community...with the primary intent ofprovoking readers into an emotional response or of otherwise disruptingnormal on-topic discussion. Courtesy of wikipedia.com
  55. 55. Don’t let spam accumulate Comments Photos Posts by Others Recommendations Twitter Followers What constitutes spam?Off topic, with no attempt to mentionor reference your organization or field Refer to theSelling or promoting products/ventures W&M Comment Policy(with no relation or reference to your www.wm.edu/organization or field) social-media-comment-policyInflammatory, derogatory, profane,duplicate...
  56. 56. Profile Images• Create a square image (don’t rely on auto-cropping)• Choose something that uniquely identifies your organization (avoid using just a W&M mark) * Photo of your staff, building, subject area• Select something that will be recognizable when shown as a tiny square image * Can use an existing logo if you have it, but do not createsomething new, new visual identity guidelines will be coming soon
  57. 57. Focus your efforts
  58. 58. When cross-posting: Customize
  59. 59. How will people find you? Via your website Like/Follow Similar/relevant accounts Share/Retweet Updates from othersW&M Social Media Directory Tag/Mention @williamandmary Hashtag #wmgrad
  60. 60. Updating your website? Make your content social• Create content your audience wants to share• Use a catchy headline that can be part of a post• Include a photo or video on your page• Include a Share Bar on your page For more: Make Content More Social
  61. 61. Who is your “social media person”?• Designate someone who is responsible for (and has time for) updating, monitoring and maintaining the accounts• Should have the permission/authority to speak on behalf of your organization• Make sure there’s one other person with access to the accounts for backup
  62. 62. Managing Your Social Media Time At minimum... 30 minutes 5 minutes once a week twice a day to plan posts to monitor page and answer questionsCan schedule posts with Facebook, HootSuite or TweetDeck but be prepared for conversations daily
  63. 63. When will you post (and how often)? At minimum... 1x 3xper week per weekWhen is your audience most active online? Try different times of day and days of the week to find what works best
  64. 64. How will you determine success? ~9,000 students, faculty & staff 90,418 active alumni Set measurable & realistic goals Attract X new fans or followers Get Y comments, retweets or shares on your posts Increase website traffic from social media by Z%Success will not happen overnight, but if you don’t track something, you’ll never know how you’re doing.
  65. 65. 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
  66. 66. Thank You Tiffany Broadbent Beker tlbroa@wm.edu or @tb623 Creative Servicescreative@wm.edu or @wm_creative
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