Social Media Madness


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A presentation from the American Association for State and Local History's 2013 Annual Meeting in Birmingham, Alabama. Overwhelmed by social media? Worried your institution isn't doing it right? A March Madness-esque bracket of social media platforms will highlight what's hot and what's not.

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  • What is social media?Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.Our audiences are producing content. Not only are they sharing ideas (think of Facebook and your personal soapbox statuses) but also exchanging information and ideas on platforms like Reddit, Wikipedia, and more.
  • The Conversation Prism:2010 vs. 2013This is a great infographic by Brian Solis (principal analyst at Altimeter Group and a prominent social media marketing expert) and JESS3.What is it?The Conversation Prism is a living representation of Social Media and evolves as channels emerge, fuse, and dissipate.2010 shows the major players in each of 28 different online conversation categories.Some of these categories are: blog platforms, social curation, video, documents/content, etc.FYI2008:There were 22 social media categories, each of which had just a handful of brands. This infographic kind of looks like a flower but if you move to 2013…
  • You get something reminiscent of a kaleidoscope.Solis, says redoing the chart this time around has been instructive. "Things are changing so fast," he says. "We don't even realize [the landscape] is shifting."What’s Changed?122 services were removed while 113 were added between 2010 & 2013Show your executive team that social media is not a fad and that it’s bigger than Facebook, YouTube, Twitter, and PinterestShare with your team to motivate them on new ways to think about social media(Nielsen Stats) In a Day: YouTube : 12 yrs of videoInstagram: 40 million photosFB: 2.5 billion pieces of contentTwitter: 400 million tweets
  • Active: daily users, monthly users, digital has become a part of our everyday. It cannot be ignored – nor should it be.Live: All of this activity is happening in real time. At this moment. Maybe some of you are tweeting about this session right now.Inquisitive: They’re asking questions. And expecting answers.Visual: We’re not just using words here. We are in an age of visual culture. Video and photos are king.Engaging: I’m not just talking us to them. Engagement is not traditional marketing. Engagement is conversation. We shouldn’t be doing all of the talking or create a controlling environment. Social provides a space for feedback. Listen, watch, and learn.
  • These are all things to keep in the back of your mind as you begin to create your social media game plan and develop a strategy.
  • Social Media, like everything else we do, requires strategy. Ambition: tell you why to use social media and where it should take you.Goals: tangible representations of your ambition and the focus on the foreseeable future.What’s the difference between ambitions and goals?Ambition is bold and abstractGoals are achievable and specificValues: the conditions under which you wish to work online.
  • Embrace your strengths. Be conscience of your weaknesses. And strategize how social media fits into your museum experience (onsite, offsite, AND online).
  • There are certainly enough networks to complete a standard 68 seed bracket but we simply don’t have the time for that. The sites included in this bracket were selected by Michelle and I to generate discussion and highlight the platforms that may best serve your orgs – and more importantly the people you serve. The online bracket I was working with was quite large so we’ll be focus on one “division” at a time.
  • Vine = 6 seconds;, 5 Vines are tweeted every second10-11am is the hour of the day most vines are sentWeekends are the most popular times for Vine sharing stats: by Google since late 2006users can upload, view and share videosMillions of subscriptions happen each day, and the number of people subscribing has more than doubled since last year
  • Flickr:
  • Reddit: Other users then vote the submission "up" or "down", which is used to rank the post and determine its position on the site's pages and front page. Content entries are organized by areas of interest called "subreddits". news and entertainment website where registered users submit content in the form of either a link or a text ("self") post. Wikipedia: free, web-based, collaborative, multilingual encyclopedia project supported by the non-profit Wikimedia Foundation
  • Google+ second largest social network (behind Facebook)
  • Twitter:; growth from June 2012 to March 2013Tumblr: million Tumblrs with blogsUsers are young! 67% are under 35
  • Facebook: On 13 June 2013, it was reported that MySpace deleted nearly all existing user content and discontinued "Classic MySpace" without consulting its remaining users in a reset of the site;
  • Foursquare:
  • Goals should be specific, measurable, attainable, realistic and timely
  • You don’t have to do it alone (nor should you)!
  • Final Four?
  • Social Media Madness

    1. 1. Social Media Madness Jamie Glavic Michelle Moon #aaslh2013 #socialmediamadness
    2. 2. Who We Are Jamie Glavic Ohio Historical Society @MuseumMinute Michelle Moon Peabody Essex Museum @MichelleNMoon
    3. 3. What is Social Media? Definition: Wikipedia Image: • Create • Share • Exchange Information & Ideas
    4. 4. What Does Social Media Look Like? Image:
    5. 5. 2010
    6. 6. 2013
    7. 7. Social Media = Community Active Live Inquisitive Visual Engaging Image: Brilliant High School Basketball , Ohio Memory, Ohio Guide Collection, OHS Reference URL:
    8. 8. Social Media Game Plan Image: Perrysburg High School basketball team 1940 , Ohio Memory, Way Public Library Reference URL:
    9. 9. Social Media Requires Strategy • Ambition • Goals • Values All of this is laid out in the Digital Engagement Framework workbook, available online.
    10. 10. How to Identify Your Digital Values What is your mission? What do you want to be known for? What do you offer? What are your community demographics? Who do you serve? Image: 37th Signal Company (“Buckeye Division”) playing basketball in Bougainville Island, Papua (New Guinea), Ohio Memory, OHS (1940s) Reference URL:
    11. 11. Game of Strategy Image: Team photograph of six members of the Eden, Ohio, High School basketball team, 1922. Ohio Memory, OHS Reference URL:
    12. 12. Who’s Connected on Social Media?
    13. 13. Different Platforms = Different Audiences Who do you want to reach? • 72% of online adults use social networking sites (May, 2013) • Those 65+ have roughly tripled their presence on social networking sites — from 13% in the spring of 2009 to 43% (August, 2013) Stats: The Pew Research Center's Internet & American Life Project URL: sites.aspx Image: Cincinnati Royals stars Oscar Robertson and Jerry Lucas pose with basketballs, September 18, 1963, Ohio Memory, OHS Reference URL:
    14. 14. Studies of Note
    15. 15. Social Media Madness
    16. 16. First Round: Video Sharing Vine • NEW: enables users to create & post short video clips • In four months, 13 million ppl signed up (active users not reported) • Topsy estimated that users post 12 million videos on Twitter every day YouTube • 1 billion unique users visit YouTube each month • 100 hours of video are uploaded to YouTube every minute • According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network
    17. 17. Victor: YouTube
    18. 18. First Round: Photo Sharing Flickr • Owned by Yahoo • 87 million users • 8 billion photos Instagram • Owned by Facebook • 100 million Monthly Active Users • 40 million Photos Per Day
    19. 19. Victor: Instagram
    20. 20. First Round: Audience Managed Platforms Reddit • Last month, Reddit had 73,293,644 unique visitors • Hailing from over 188 countries • Viewing a total of 4,885,611,148 pages Wikipedia • Number of Users: 19,717,168 • Number of edits: 650,039,570 • Number of articles: 4,331,523
    21. 21. Victor: Wikipedia
    22. 22. First Round: Professional Networks Google + • 359 million monthly active users according to a GlobalWebIndex study • Its active users base grew by 33% from June 2012 through to March 2013 LinkedIn • Over 200 million users (2 new users join it every second) • 64% of users are outside the USA
    23. 23. Victor: Google+
    24. 24. Who’s Winning?
    25. 25. Opposite Bracket
    26. 26. First Round: MicroBlogging Tumblr • 6% of internet users are on Tumblr • 51.7 billion Tumblr posts to date • 50% of posts are photos Twitter • 16% of internet users are on Twitter • 288 million monthly active users • Average number of tweets sent per day: 400 million
    27. 27. Victor: Twitter
    28. 28. First Round: Profiles Facebook • Daily active users have reached 665 million • Monthly active users have passed 1.1 billion for the first time • 751 million mobile users access Facebook every month MySpace • Relaunched in June 2013 • 14.2M musical artists • 13k songs uploaded daily
    29. 29. Victor: Facebook
    30. 30. First Round: Pinboards/Bookmarks Pinterest • 70 Million Users • 80% of pins are repins • 2.5 billion monthly pageviews StumbleUpon • 30+ Million users • 40% of all stumbles are coming from mobile • Recently laid off 30% of workforce
    31. 31. Victor: Pinterest
    32. 32. Round 1: Review/Tip/Location Foursquare • 40 Million Users • 4.5 billion check-ins • 1.5 businesses using Merchant Platform Yelp • 42 Million Reviews • 10.4 Million Unique Mobile Devices Monthly
    33. 33. Victor: Foursquare
    34. 34. Who’s Winning?
    35. 35. Elite Eight to Final Four
    36. 36. Elite Eight to Final Four
    37. 37. The Finals
    38. 38. Champion: Facebook
    39. 39. How Many Platforms? • Varies by institution • Design your social media strategy to be sustainable • Make SMART goals • Define and decide what you want/need to measure Image: Basketball, Massillon High School vs. South High School, Akron (Massillon beat South, 34-15), 1937, Ohio Memory, OHS Reference URL:
    40. 40. How To Manage? Slide: Sustaining your social media presence by Georgina Goodlander, May 20, 2013 Reference URL:
    41. 41. KISS Your Content Keep It Simple & Shareable
    42. 42. Remember Your Team Image: Panthers basketball team of Oxford , circa 1925, Ohio Memory, Smith Library of Regional History Reference URL:
    43. 43. Resources, Studies, Updates • Mashable • Museums & the Web • Museum Computer Network • New Media Consortium • Pew’s Internet & American Life Project • Shorty Awards • TechCrunch • The Horizon Report • Transmedia Consortium
    44. 44. Measurement Tools • Read Max Anderson’s “Metrics of Success for Art Museums” • Facebook Analytics • Google Analytics • Museum Analytics • Storify* • Twitter Analytics • Visually
    45. 45. Social Media Madness Questions? #aaslh2013 #socialmediamadness