Social Media Seminar

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AATYC Social Media Seminar presentation. Focus was on common issues, Facebook setup and Twitter.

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Social Media Seminar

  1. 1. Social Media Martin-Wilbourn Partners
  2. 2. Social Media Users • Facebook: 1.1 billion users – 1 in 7 humans are on Facebook • Twitter: 500 million users • Google+: 400 million users • LinkedIn: 200 million users • Instagram: 100 million users • Pinterest: 70 million users
  3. 3. Social Media Minute • 1.7 million Facebook posts • 100,000 tweets were sent • 48 hours of video uploaded to YouTube • Four days of YouTube videos are shared on Twitter • 3,500 check-ins on FourSquare
  4. 4. Social Media Demographics • 67% of Internet users on social media • Gender – Women 71% – Men 62% • Age – 18-29 86% – 30-49 73% – 50-64 57% – 65+ 35%
  5. 5. Social Media Demographics • Ethnicity – Caucasian 65% – African-American 68% – Hispanic 72% • Education Attainment – College+ 65% – Some College 69% – High School Grad or Less 66%
  6. 6. Social Media Demographics
  7. 7. Facebook • 1 in 7 humans are on Facebook • Each day users spend 10.5 billion minutes • 500 million Likes per day • 250 million photos added daily • 1 out of every 7 minutes spent online is spent on Facebook • 50% of smartphone users connect every hour of every day
  8. 8. Twitter • Twitter has more than 500 million users • 120,000 tweets are posted every second • 340 Million tweets are posted per day • 1 million new accounts created daily • 43% of Americans are exposed to tweets from traditional media • 53% of users have recommended companies and products on Twitter
  9. 9. Other Social Networks • Pinterest is now the third most popular social network – 79% female, 21% male • Google +1 button is used more than 5 billion times per day to share content • LinkedIn is the top professional social network in the world – 61% use as their primary professional network • Instagram has had over one billion photos uploaded
  10. 10. Mobile • Out of 6 billion people on the planet, 4.8 billion have a mobile device – Only 4.2 billion have a toothbrush • Individuals interact with their mobiles an average of 40 to 80 times per day • 91% of mobile Internet access is for social activities • Mobile users spend 161 million minutes per month on social media
  11. 11. Social Media for Business • Facebook is the #1 social media marketing tool for brands at 83% – Twitter is second at 53% • 74% of brand marketers saw an increase in website traffic with six hours per week on social media
  12. 12. Common Issues Organization & Management • No organization of social media • No editorial schedule for content • No oversight of school-affiliated pages • Staffing for future management of student-run accounts
  13. 13. Common Issues Content & Voice • Quality of content • Inconsistent voice • Focus only on existing students – Potential students & alumni overlooked • Content is not leading users to website • Consistency in posting content
  14. 14. Common Issues Engagement • Customer service is not part of focus • Pages do not regularly interact with users • Lack of interaction with other official pages
  15. 15. Facebook
  16. 16. Arkansas Four-Year Colleges • All colleges are on social media – All on Facebook • Public college averages – 11,358 likes on Facebook | 8,687 w/o UA • Private college averages – 3,378 likes on Facebook
  17. 17. Arkansas Two-Year Colleges 21 of 22 colleges on social media • 21 on Facebook College averages • 1,994 Likes on Facebook
  18. 18. Facebook • Setup is overlooked on Facebook • Issues: – Profile photo – Name – URL – About – Website in short description – Customized tabs
  19. 19. Facebook Profile Images • Issues: – Cutoff image – Not centered – Low-res image – Non-logo • More than half of two-year colleges have issues with their profile photo
  20. 20. Facebook Profile Photo • How to set your profile photo
  21. 21. Facebook Profile Photo
  22. 22. Facebook URL • How to set your Facebook URL: – Edit Settings > Page Info > Page Address >
  23. 23. Facebook About page • Complete all possible sections • Editable sections: – Name, Page Address, Category, Topics, Subcategories, Address, Start Info, Short Description, Company Overview, Long Description, Mission, Founded, Awards, Products, Phone, Email and Website
  24. 24. Facebook Short Description • One of the most viewed areas on a Facebook page • Include your business’s URL – Only three two-year colleges include a URL in their short description
  25. 25. Facebook Post Options: • Pin to Top • Highlight • Reposition Photo
  26. 26. Facebook Pin to Top 1. Click the pencil icon in the upper- right corner of your Page's post 2. Select Pin to Top 3. Your pinned post will move to the top left of your Page's timeline, and an orange flag will appear in upper-right corner
  27. 27. Facebook Highlight • Feature a post you think is important • Expand post to widescreen
  28. 28. Facebook How to Highlight a post: 1. Hover over a story on your Page’s timeline 2. Click the star 3. If necessary, reposition photo
  29. 29. Facebook
  30. 30. Facebook
  31. 31. Facebook Reposition Photo 1. Hover over the story and click the pencil 2. Select Reposition Photo 3. Click on the photo and drag it into the position you want 4. Click Save to save your changes • You can also select Default Position at any time to move the photo back to original position
  32. 32. Facebook Facebook Specs • For full list of Facebook specs, visit MWPartners.com/FacebookSpecs
  33. 33. Twitter
  34. 34. Arkansas Four-Year Colleges • All Colleges are on Social Media – One school not on Twitter • Public College Averages – 4,401 follows on Twitter | 3,731 w/o UA • Private College Averages – 1,242 follows on Twitter
  35. 35. Arkansas Two-Year Colleges 21 of 22 Colleges on Social Media • 17 on Twitter College Averages • 372 Follows on Twitter
  36. 36. Twitter: Super Bowl • 26 Super Bowl commercials included Twitter references – Four referenced Facebook – One referenced Instagram – One referenced YouTube – Zero referenced Google+ • Twitter increased its hashtag mentions by 300% over previous year’s Super Bowl
  37. 37. Twitter: Super Bowl
  38. 38. Twitter Tips: Branding • Consistency on Social Networks – Handles – Bios • Official Page • Imaging – Profile Photo – Header – Background
  39. 39. Twitter Tips: Organization • Social Media Directory – Page Managers, Monitoring • Training • Editorial Calendar
  40. 40. Twitter Tips: Organization
  41. 41. Twitter Tips: Content • Consistent posting • Include links – Tweets with links are three times more likely to be RT’d • Be timely
  42. 42. Twitter Tips: Content • Posts with more than 118 characters on Twitter have less engagement – Users do not want to read longer tweets, and retweets with comments are more difficult to retweet • Grammar matters. Use proper punctuation – Colons and periods are the most commonly used punctuation – Question marks and semicolons are not commonly used
  43. 43. Twitter Tips: Content • How many tweets per day? – Research indicates 10 to 20 tweets is a good daily average for brands – Infrequent posts can lead to unengaged followers – Over-tweeting leads to engaged unfollows • Engagement is higher on posts with photos – Instagram no longer embeds photos on Twitter – Twitter has photo filters?
  44. 44. Twitter Tips: Content • A common mistake is starting a tweet with @someone for a post meant for the public. – When a tweet begins with @someone, only the two accounts (one posting and one mentioned) will see the post, along with anyone who follows both.
  45. 45. Social Media Policy • Do you have a standards & practices for social media? – Is it updated annually? – For page managers and staff posting content on official social media pages • What is the worst that could happen?
  46. 46. Social Media Policy
  47. 47. Social Media Policy
  48. 48. Social Media Policy
  49. 49. Social Media Policy • Create a Social Media Standards & Practices Guide – Provides rules for employees – Page managers need expectations for their work on social media – Involve public relations strategies – Page managers should use separate mobile Twitter apps for personal and company accounts
  50. 50. Twitter Tips: Hashtags • The hashtag was first used in August 2007 • A hashtag is a “tag” used to categorize tweets according to topics • To add a hashtag, you preface the relevant term with pound sign (#)
  51. 51. Twitter Tips: Hashtags • It allows people who follow a topic to find your tweet and hopefully follow you • You can create your own business hashtag • Be careful of using trending hashtags – Example: #WPS #MWPartners
  52. 52. Twitter Tips: Hashtags • Use sparingly & respectfully • Search a hashtag before using it • Hashtags provide useful context & cues for topics
  53. 53. Twitter Tips: Hashtags • Excessive use causes annoyance, confusion or frustration • Use hashtags when it adds value, not on every word in a post • Create an official hashtag for your business
  54. 54. Twitter Tips: Hashtags Hashtags are now used on most social networks: • Facebook • Google+ • Instagram • Tumblr • Pinterest
  55. 55. Twitter Tips: Hashtags
  56. 56. Twitter Tips: Hashtags
  57. 57. Twitter Tips: Hashtags
  58. 58. Twitter Tips: Engage • Communicate with users who engage with and mention your brand • Negative tweets will happen – Customer service is #1 – Respond. Be personable. Be polite. – Next step is to move to phone or email contact • Follow other users • Respond to new followers
  59. 59. Twitter Tips: Engage
  60. 60. Twitter Tips: Engage
  61. 61. Twitter Tips: Engage
  62. 62. Twitter Tips: Engage
  63. 63. Twitter Tips: Engage
  64. 64. Twitter Tips: Engage
  65. 65. Twitter Tips: Engage
  66. 66. Twitter Tips: Engage
  67. 67. Martin-Wilbourn Partners • Follow me at @BrentSGambill • Follow us at @MWPartners • Like us at Facebook.com/MWPartners • Website: MWPartners.com • Blog: MWPartners.com/Podium • Social Network Specs: MWPartners.com/SocialMediaSpecs

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