Adelaide social media forum - University of Adelaide


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Presentation at the Adelaide social media forum by Ben Osborne from the University of Adelaide, titled 'Using social media for community building and engagement'

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Adelaide social media forum - University of Adelaide

  1. 1. Ben Osborne, Digital Content Coordinator / @benosborne17 Let’s get engaged: building a
  2. 2. Who are we?• Australia’s 3rd oldest uni• 25,000+ students• 3,000+ staff• 130,000 alumni worldwideUniversity of Adelaide 2
  3. 3. Ranked in top 20 of Oz non-profit social media of Adelaide 3
  4. 4. What environment do we operate in?• Competitive environments for – recruiting both local and international students – research funding, critical for an institution like ours• Technology driving change at a rapid rateUniversity of Adelaide 4
  5. 5. Consider a typical 1st year… Born in 1994…
  6. 6. ...
  7. 7. What are we ‘selling’?• A university degree is NOT the same as walking into a shop, buying something, and walking out again• Takes years of effort – we want to support them along the way• Customer service principles still apply: – Listen – Be helpful – Respond in a timely mannerUniversity of Adelaide 7
  8. 8. Admission Student Marketing Faculties IT HR s Services Alumni Corporate Internatio Legal Schools Comms nal Un-silo social from marketing and salesUniversity of Adelaide 8
  9. 9. Organising for social of Adelaide 9
  10. 10. Social media ‘centre of excellence’• Hub and Spoke model• Dedicated, cross-functional group• Provides: – High-level strategic advice – Governance – Training – Research – Measurement frameworks – Vendor selectionUniversity of Adelaide 10
  11. 11. So what is ‘engagement’, anyway?• Response• Listening – Be a good listener as well as a good ‘talker’• Timeliness – Don’t leave it until tomorrow
  12. 12. Where are you going to engage?• Can you be ‘everywhere’? – Facebook – Twitter – Google+ – Instagram – Pinterest – LinkedInUniversity of Adelaide 12
  13. 13. FacebookUniversity of Adelaide 13
  14. 14. TwitterUniversity of Adelaide 14
  15. 15. Who are you?• What does your organisation stand for?• What are its values? What does it think is important?• Why are you using social media?University of Adelaide 15
  16. 16. It’s not about the numbers• ‘’Likes/Followers’ are an ‘easy’ metric – but what do they mean?• Better off engaging with small numbers than not engaging with many• Your numbers will grow organically – don’t get hung up on themUniversity of Adelaide 16
  17. 17. Know Your Audience• ‘Everyone’ is not an audience• Use social media to communicate with your ‘core’ audiences really well• It takes time to know and understand your audience – Currrent students – Alumni – Staff – Prospective students – Government / industry / media – Fellow unisUniversity of Adelaide 17
  18. 18. Be a human – not a body• Tone of voice• Be conversational – avoid jargon• Don’t take yourself too seriously• Humour is tricky; don’t overdo it• Acknowledge mistakes• Sign-offs and personalisation: ^BOUniversity of Adelaide 18
  19. 19. How to be contented?• News• Engagement• Photos• Videos• Share
  20. 20. News • Achievements of staff, students and alumni • Media appearances • Key dates (enrolments, conferences etc)
  21. 21. Engagement • Designed to generate comments/interactivity • Keep short, and related to your core business • Facebook Polls allow questions to have many answers
  22. 22. Photos• Humans love to look at themselves• Take photos of faces AND activity• Fuels the notion of ‘What did I miss out on?’
  23. 23. Videos• Keep related to core business• Users prefer a short, well-made video to just about anything else on the web• Can be costly in time and resources
  24. 24. Share • ‘Share’ on FB, ‘retweet’ on Twitter • Gives originators justified credit • Shows you can not only ‘push’, but can ‘pull’ content from your audiences
  25. 25. Responding to negative comments• Deal with it• DON’T DELETE• Opportunity to turn negative into positive• Take it offline if you have to• Have a clear, straightforward ‘Page Policy’ that makes
  26. 26. Comment or Posting Social Media Comment and Response Protocol On organization own website/network or a post on another site. Is it a positive posting? Monitor Only Avoid responding to specificEvaluate post and people; monitor the YES NO site for relevant information and comments. “Trolls” Concurrence YES Is this a site dedicated to degrading or A factual and well cited ridiculing others? response or opinion, which may or may not agree, yet the post is not negative. NO Fix the Facts Respond with factual Organization can concur with “Web Rage” information directly in the the post, let it stand, or provide Is the posting a rant, rage, joke, or ridicule in nature? comment space. (See the five possible a positive review. responses below.) NO YES Does Organization respond? “Misguided” Restoration Are there erroneous facts or statements in the posting? Rectify the situation, respond and act upon a reasonable NO YES solution. (See the five possible “Unhappy Stakeholder” responses below.) YES NO Is the posting a result of a negative experience? Share Success NO Final Evaluation Proactively share the story Base response on present circumstances, site and/or additional NO Let Post Stand NO influence, and stakeholder prominence. information. No response given. Will Organization respond? YES Response Options & Combinations YES YES Transparency Sourcing Timeliness Tone Influence Disclose information Provide citations, links, Take time to create Respond in a tone that Focus on the most and any affiliation to etc to credible sources good responses from a reflects on the high influential sites related Organization for accuracy good point of view standards/quality to the industry
  27. 27. Timing / length• Bare minimum of 30 minutes a day – 10 morning – 10 lunch – 10 end-of-day• Listen and monitor / show that you are around• 120 characters or less (not 140) – people don’t want to read a whole story, no matter how well written. Link to it instead.University of Adelaide 27
  28. 28. Reaching out to alumniUniversity of Adelaide 28
  29. 29. Maltesers on trains of Adelaide 29
  30. 30. Questions?