Welcome.This session funded by NE-SARE through a tri-state pd training on social media tools. Past: Meeting at epic in the past over lunches but extending it to the whole group because of interest in social media.Introductions – name, social media you feel most comfortable sharing expertise.
Most of you completed the pre-session survey… not surprisingly most of us are using laptop for sm. Wanted to note that research suggests that a significant percentage of your audience might be looking at your posts using mobile devices. Just be aware… using mobile device for this presentation so we can view audience side and developer sides…
I am really hoping that you will leave this session with at least 1 new nugget of info.And because my funder is very focused on behavior change, I will be asking you in about 4 months if you made any changes –appreciate your response on that.Relax and enjoy… 4 in the afternoon, long and fun day… Interrupt at any time, we have a bigger crowd than I expected – so won’t be the ideal round table experience but I want to make sure you get your questions answered. Along those lines, please share if you have info as I am not the expert on this.
And hurray for us all, lots of experience in the room!! Most collective experience and expertise in FB and Twitter – not surprising as these are the top social media channels out there
Because of our time constraints, I went right to your burning questions on the survey – you probably saw the list in the email I distributed last week – I went ahead and organized into these categories…Hoping to spend about 25 min on 1-5 and 25 min on #6, sound good?
First set of Qs revolved around:Where to start, how to select the right social media channels, and how does social media fit into our overall work?
I don’t think anyone is suggesting that social media is taking the place of our traditional offerings… I think of social media as adding value to, supplementing. For example… we can have our in-person farm tours like this and
We can supplement with virtual experience… here some embedded video at UFL and a interactive platform called pachyderm at Washington State
We can provide demonstrations…
And workshops, courses online… note that this technology has come in extremely handy during the winter months. For at least the last 3 years, we have used webinar / live streaming at our annual conferences…me at grains conference held in March
One on one consultations – so here think of efficiencies in terms of time and money.
Getting started – overwhelming. What are social media tools? Sniki wiki -- encyclopedia of Web 2.0. or social media.
Which to choose? First step is recognizing that different sm are meant to perform different functions – so need to think about what you want sm to do…Fred calls it an ecosystem. Online services…that allow for conversations and interactions to take place via your computer, phone, tablet or other device. Big 3=generic social platforms in middle because offer lots of functionalities/tools (i.e. you can share, play, publish, network on one of these bc they are containers or relays for others) Twitter: content discovery, FB: interactions, G+: manage online identityportant is not to choose the right platform, it is to build a consistent social architecture.
You need at Social media strategy and social media plan… helpful if you are getting started, if you are responding to UVM’s social media policy requests, if you are already have social media channels and they are not performing as you would like them to…
You already know your audience – here’s Wordle responses to the survey Q. probably could be more specific than “youth” or “adults” but good start. Simplest way to start is to look at your audience and go where they are…
Similarities and differences. Social media is NOT only approach.Any questions / comments on getting started
Now you are on SM but don’t feel like there’s enough folks on your channels or not enough exchanges. Feeling isolated.Integrate with all other communications – email signature line, website, in emails. Need to be using it yourself.Easy way is to become a friend, follower and fan yourself – start with the people / programs in this room.Also need to post info that is interesting and that people want to read. Before we move into writing for sm and the web, what about this issue of privacy?
Result of following other folks! Increasing in followers…
Text and oral presentations are not just less efficient than pictures for retaining certain types of information; they are way less efficient. If information is presented orally, people remember about 10 percent, tested 72 hours after exposure. That figure goes up to 65 percent if you add a picture. The reason vision means so much to us may be as simple as the fact that most of the major threats to our lives in the savannah were apprehended visually. Ditto with most of our food supplies. Ditto with our perceptions of reproductiThat short-term memory (working memory) is limited in capacity to about seven informational units. ve opportunity.Time management… think about ways to collaborate or curate content…
Also had a set of Qs on social media management – these are very good questions! Because difficult.How often to post?Integration – do you really want to?? Twitter to FB: Settings, Profile Twitter to LinkedIn: Settings, Apps Embed into web: widgets
Worth mentioningbc very good practice
Measuring… last q really management
Why it is important to monitor --
Go back and ask them! Strength of social media is you have names to ask (unlike website)
Beth Kanter – one of the non profit social media gurus… facebooks ad, sponsored posts, sponsored likes. What is your goal? Seeing or engagement? Funds to do it?Better to craft good post with photo
What’s Working, What’s Not
Round Robin Troubleshooting Session
Facilitated by Deb Heleba
With funding from NE-SARE
Device you typically use for social
My goals for this session:
• You will learn at least 1 new tip / info.
• You will integrate it into your work between
now and the next 4 months.
• Relax and enjoy
• Ask away! No dumb questions…
• Share, share, share!
Hurray! You are the experts!
Responses to: What social media channels do you use in your Extension work?
Advanced Intermediate Novice
Your Burning Questions
1. Getting started
2. Building and engaging
3. Managing your
4. Measuring social
5. Where to learn more
6. Tools (aka
– Blogs and microblogs
Pinterest, Instagram, Yo
1. Getting Started
• How do you start getting onto social
• What social media outlets, or type of
information, are best for building
• What are the key social media sites to
• Are tweets and blogs the best social
media formats - or what is more
• How do we make decisions about what
things to do with social media, and
what to do with other (in-person)
methods? Who do we NOT reach when
we make a choice to use social media?
• See “selecting the right
Photo credit: Debra Heleba, University of Vermont Extension
The Social Media Ecosystem
Families of Services:
Selecting the “Right” Tools starts
with a Social Media Plan!
• Know Thyself
– Why am I doing this?
– What tools do I currently use?
• Know Thy Audience
– What tool(s) does your target audience use?
• Know Thy Resources
– What’s your capacity?
• Define Your Goals …and Your Message
Comparison of Programs / SM use
VT SARE eOrganic NWCS: organic dairy
Audience: • UVM (UNH/ME too) Extension
• Other VT ag service providers
• Graduate students & researchers
• General public
• Certified organic farmers
• Transitioning farmers
• Ag service providers (Coop Ext,
• Certified organic dairy
• Transitioning and/or
• Ag service providers
In Person & Virtual Virtual In Person
What we do: Provide PD training
Increase awareness abt SARE & sus
• In-person training
Provide research based info on
certified organic ag production
• Online courses
Provide research-based info
on certified organic dairy
• Field days
Email, Twitter, (LinkedIn), in-person Email, FB, Twitter, listserv Email, Snail mail, press
Measuring: #tweets, retweets, shares, e-list
sign ups, # participants trained,
#e-list sign ups, # participants
trained, behavior change
# participants trained,
2. Building & Engaging Your Audience
• How to draw people to the site?
• Why are our social media presences so
isolated and silo-ed? Can we adopt a
cross fertilization standard of practice
to help each other's reach?
• How to engage an audience?
• Is anyone involved in an FB or LinkedIn
group that has real participation and
interaction? What made that happen?
• How to be informational and succinct?
• What kinds of things make for good
topics for social media?
• How to best use the medium without
giving too much information?
• Friends, follows, fans.
• Posting interesting /
• Write for the web / SM.
• Protecting privacy?
Writing for SM / the web
Craft the Perfect Social Post (source: www.entrepreneur.com/article/232964)
Facebook: It’s okay to post after your business closes. Your audience may be more
Facebook: / Twitter: Shortened links with Bit.ly get more retweets.
Blogging: Keep blog posts between 500-800 words.
YouTube: Make sure your file name reflects your clever title.
Google+: Use full size images (800x600px) to stand out.
Pinterest: Posts without human faces get repinned 23 percent more.
Instagram: Use the rule of thirds. Put the subject of the photo in only two-thirds of
the photo, it’s visually more appealing.
Vine: Use a tripod to keep videos steady.
Tumblr: “Like” and “Reblog.” Tumblr is built on community and this will get your
name your blog out there. If you just post mindlessly, no one is going to
find you. Be visible.
Managing Your Channels
•Ideal frequency of posting?
•How do you link your social media
pages? i.e. Twitter and Facebook -
so posts show up on both.
•How do people manage their time
to maintain social media? X 2
•Is there a way to schedule tweets
•Privacy issues with apps - should I
agree to the terms or not?
•Unique features others are using -
how they are used, and why?
–Login every day (says Tufts BSMP)
• Twitter: tweet / retweet multiple
times per day
• FB: post 3-5 times per week
• YouTube etc.: as content is
–Pinterest: not all at once
–Blogs: common to see 1x/wk
•Collaborate and Curate!!
•Demo: Linking SM
•Demo: SM schedulers
Measuring Social Media
• How to determine how many
people it is going to and how to
• How do we know if our social
media efforts are effective? And
• What can we do to deploy social
media education to folks in our
organization with traditional
communications roles (move from
only answering phones and
emails to helping communicate
and promote the organization in
other new channels)?
• Refer to social media plan.
• Track build-in metrics, etc.
More on Social media evaluation
• Reach: # people who have seen your post.
• Engaged Users: # people who have clicked on your post.
• Talking About This: # who have created a story (likes, comments, shares, responds to
event, answers questions) from your Page post.
• Virality: % of people who have created Story out of Total people who have seen it.
• Blogs and microblogs
• Visual SM: Pinterest, Instagram, YouTube, etc.
• Is it worth it to pay for
Facebook ads? x2
• How to Like / comment on
Facebook pages when I
have a business page (not a
• 6 Things Non Profits Should
Know about Facebook ads:
Likes, Shares, Posts
• Page-to-page = yes
• Individual-to-page = yes
• Page-to-individual = no
Blogs and Microblogs
• Blog or Tumblr- which is
• Anyone ever done a Twitter
• UVM supports Wordpress
• Tumblr anyone?
• #hastag at conferences, etc.
• What are my options with
• Google+ could someone
give demo on various ways
they use? I do "hangouts",
but otherwise haven't
• G+ page
• Google site
• G Drive
• G+ Hangouts
• Demo G+ ?
• LinkedIn - curious how folks
have really used it to good
• How to use Linkedln?
• Does it fit your audience?
– LinkedIn usage high
among people with
college degree, annual
HH income $75,000+
– Only SNS Pew Center
measured where usage
among 50-64 yo is higher
than among 18-29 yo.
• What are options for
desktop sharing & webinar
platforms? What can we do
to exploit scale purchasing
• How to host a webinar?
• Webinar options:
– BlackboardCollaborate (UVM
– GoToMeetings (VT SARE)
– Adobe Connect (eXtension)
– Google+ Hangouts
• Webinar hosting
– Think of set up like a seminar
• 3 min, 40 min, 2 min, 15 mi
• Audio check in advance
Visual SM: Pinterest, Instagram,
• I need a primer on how to move
the photo I took into FB or other
app for sharing
• Use of Pinterest.
• How to use Instagram?
• What are the benefits/drawbacks
to using Pinterest and/or
Instagram? Are others using these
channels and if so, how are they
• How about Info on Instagram and
• Sharing photos
– Make sure they belong to you!
• Pinterest & Instagram
– Good fit w/ your audience?
• Pinterest: women
Where to Learn More
• Quick ways and resources to
help us "old" folks to master
• eXtension Learn:
• Pew Research Internet Project:
• Nonprofit Tech for Good:
• IdealWare: http://idealware.org/
• Beth Kanter’s Blog:
• UVM Social Media in Self-Help Web Guide:
• University Sponsored Media Policy:
• eXtension’s Network Literacy CoP:
• Edudemic: Connecting Education &
• Article: Worried About Message, Colleges
Scrutinize Social Media:
• 6/12 webinar: Heads in the Cloud: FERPA,
Online Education, and Social Media:
• Article: Making Social Media Work in
Sustainable Agriculture: 7 Lessons Learned:
• Search Journal of Extension for “social
• Purdue’s Guide to Social Media:
• Tufts Social Media Best Practices:
• Tufts Social Media Strategy form: