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Social media in the risk adverse education sector

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How do employees in a risk adverse workplace reconcile the positives of using social media with the restrictions of their organisation? Here's a Flame Tree Media presentation on finding the right balance in the education sector - a minefield of reputational and other threats. This presentation also gives some cool facts and insights into social media as it stands now - platform by platform.

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Social media in the risk adverse education sector

  1. 1. TRULY SOCIABLE Unlocked: the secrets to mastering social media Education authority STUART HOWIE September 2018 © Flame Tree Media Pty Ltd, 2018
  2. 2. ABOUT ME MY MISSION Power of the microphone
  3. 3. MASTERING SOCIAL MEDIA Today § Social media § Channels § Trends, insights § All about trust § Your context § Snapshot from survey § Education setting § A playbook § Do’s & don’ts § Smart tips § Opportunities
  4. 4. MASTERING SOCIAL MEDIA Today’s outcomes Social media has reached into all of our lives. The purpose of this session is to ... § better understand social media; § put it into context, especially as it applies to the workplace; and § explore what we can do to harness social media and how to use it for positive impact.
  5. 5. MASTERING SOCIAL MEDIA Social, huh? What does the term social media conjure up for you? #discuss
  6. 6. WHAT IS SOCIAL MEDIA? Definition Social media can be defined as online services for discussing, publishing and sharing information between people and for creating communities. This includes platforms/sites for: § networking (e.g. Facebook, LinkedIn); § sharing video and images (YouTube, Instagram, Pinterest); § microblogging (Twitter, Yammer); § distributing content (blogs and wikis). There’s messenger sites and a range of other digital video (podcasts) too.
  7. 7. Australia: monthly active users – 60 per cent of the population SOCIAL MEDIA: WHO AM I? Facebook The mother of all social media, Facebook is the world’s biggest content platform. It has more personal data than anyone. 15 million Globally: monthly active users 2.01 billion 1 in 2 Australians use it daily* Biggest bracket, 25-39 year olds (6.1 million)* * Social Media Australia Statistics, August 2018 Mission: Give people the power to build community and bring the world closer together “
  8. 8. SOCIAL MEDIA: WHO AM I? Facebook § Conversation, engagement § News feed, pages, groups, FB Live § Video, images § Business § Messenger § Data and privacy breaches (Cambridge Analytica) § Fake news § Algorithm changes © Flame Tree Media Pty Ltd, 2018
  9. 9. Australia: monthly active users – that’s 1 in 3 of us* SOCIAL MEDIA: WHO AM I? Instagram 9 million Globally: monthly active users 600 million Instagram has relatively high engagement per visit * Social Media Australia Statistics, August 2018 Instagram has become the home for visual storytelling for everyone from celebrities, newsrooms and brands, to teens, musicians and anyone with a creative passion.“ Instagram is owned by Facebook © Flame Tree Media Pty Ltd, 2018
  10. 10. Most-followed celebrities 1. Selena Gomez 130m+ 2. Cristiano Ronaldo 116m+ 3. Ariana Grande 115m+ 4. Beyoncé 108m+ 5. Kim Kardashian West 104m+ 6. Taylor Swift 104m+ 7. Kylie Jenner 99.5m+ 8. Dwayne Johnson 96m+ 9. Justin Bieber 93.9m+ 10. Kendall Jenner 84.8m+ Source: Instagram 2017 SOCIAL MEDIA: WHO AM I? Instagram #loveTop hashtag 2017
  11. 11. Australia: unique monthly visitors* SOCIAL MEDIA: WHO AM I? YouTube 15 million Globally: monthly active users 1.8 billion YouTube is Google’s biggest service – the place to truly go viral * Social Media Australia Statistics, August 2018 Puff: We believe that everyone deserves to have a voice, and that the world is a better place when we listen, share and build community through our stories. “ With such huge numbers, will it rundown Facebook? Like Facebook, it is banned in China
  12. 12. Australia: monthly active users* 6.3 million Globally: monthly active users 161 million * Social Media Australia Statistics, August 2018SOCIAL MEDIA: WHO AM I? Snapchat Snapchat is a recreational photo/video sharing platform for young people. Snapchat is the home for a host of A- list celebrities and used for creative storytelling. A couple of years ago, it passed Twitter in the fast lane. Australia: daily average users* 4.5 million
  13. 13. Australia: monthly active users* SOCIAL MEDIA: WHO AM I? Twitter Twitter is a microblogging site where users can post “tweets” of up to 280 characters, as well as images and video. 4.7 million Globally: monthly active users** 335 million Donald Trump has 54.1 million followers * Social Media Australia Statistics, August 2018 ** Statista, 2018 Puff: Twitter is what’s happening in the world and what people are talking about right now. “ Home of intelligentsia – media, politics etc.
  14. 14. Australia: monthly active users* SOCIAL MEDIA: WHO AM I? LinkedIn LinkedIn is a social network for professionals that launched in 2003. 4.5 million Registered users globally 467 million LinkedIn has a suite of powerful paid add-ons * Social Media Australia Statistics, August 2018 Puff: The mission of LinkedIn is simple: connect the world’s professionals to make them more productive and successful. “ Great place to showcase thought leadership
  15. 15. Australia: monthly active users* SOCIAL MEDIA: WHO AM I? Pinterest 290,000 Globally: monthly active users** 175 million * Social Media Australia Statistics, August 2018 Pinterest is where people discover new ideas and find inspiration to do the things they love. “ Pins keep ideas organised. Suited for crafts, shopping products and similar. Pinterest’s mostly female audience use the platform to sell and buy - lots
  16. 16. Australia: estimated monthly active users* SOCIAL MEDIA: WHO AM I? WeChat 2.9 million Globally: monthly active users 1 billion * Social Media Australia Statistics, August 2018 WeChat is a Chinese multi-purpose messaging, social media and mobile payment app. It is the most popular social media platform in China. 38 billion messages are sent via WeChat each day 98.5 per cent of Chinese aged 50 to 80 use WeChat RenRen and Weibo are also popular with Chinese
  17. 17. SOCIAL MEDIA TRENDS: 5 INSIGHTS Forces of change
  18. 18. FACT #1 On average, we will spend more than 5 years of our lives on social media - Mediakix, 2017 FACT #2 We spend 135 minutes per day on social media - Statista, 2017 FACT #3 ”Pull to refresh” gives us a dopamine rush similar to playing pokies – or crack cocaine FACT #4 All this time on screen is changing the plasticity of our brains © Flame Tree Media Pty Ltd, 2018 SOCIAL MEDIA TRENDS: 5 INSIGHTS 1. It’s frying our brains
  19. 19. SOCIAL MEDIA TRENDS: 5 INSIGHTS 2. We don’t trust it
  20. 20. FACT #2 Every Australian spends an average of 28 hours per month on a smart phone - Nielson, 2016 SOCIAL MEDIA TRENDS: 5 INSIGHTS 3. Powered by mobile FACT #1 Users in affluent countries, touch their mobile phones 2600 times a day - The Economist, 2018
  21. 21. 5 INSIGHTS ABOUT SOCIAL MEDIA 4. Video FORECAST Online videos will account for more than 80 per cent of all consumer internet traffic by 2020 - CISCO, 2017
  22. 22. SOCIAL MEDIA TRENDS: 5 INSIGHTS 5. Regulation #discuss
  23. 23. VCAA CONTEXT: SURVEY RESULTS Social: what you use 68% 35% 46% 49% 13% 30% 27% Respondents could give more than one answer © Flame Tree Media Pty Ltd, 2018 14%5% 16% #discuss
  24. 24. VCAA CONTEXT: SURVEY RESULTS Time spent on social © Flame Tree Media Pty Ltd, 2018
  25. 25. VCAA CONTEXT: SURVEY RESULTS Social: lack of trust
  26. 26. VCAA CONTEXT: SURVEY RESULTS Social worries Overwhelmingly, you were most concerned about breaches of privacy and security. This included worries about being hacked and identify theft. You were also troubled by fake news and “oversharing of rubbish”. Many of you described incidents when things went awry. © Flame Tree Media Pty Ltd, 2018
  27. 27. Cyber/data security paramount1 SOCIAL (MEDIA) ANXIETIES IN YOUR SECTOR Communication challenges Privacy: yourselves, public2 Integrity of the system3 Red zone of kids and parents5 Political and external scrutiny6 Which makes for a naturally risk adverse climate7 Complexity of the system4
  28. 28. TRULY SOCIABLE Opportunity knocks Discerning social media provides your organisation with the ability to tell the story of the great work it does and to get due recognition. Don’t hide your light under the bushel! Most of you think there is an opportunity in this space. #discuss To what extent do you believe your organisation is publicly recognised for the good work it does?
  29. 29. TRULY SOCIABLE WIIFM? What’s In It For Me? Discerning, sensible social media provides the opportunity for staff to be better recognised. In turn, they can become thought leaders in their sector of influence. This is great for the organisation and maximises the ability of individuals to make a difference.
  30. 30. YOUR SOCIAL MEDIA PLAYBOOK 1. Follow the rules 72% “Know enough” about your policy 20% What policy? 8% “Very familiar” #discuss
  31. 31. YOUR SOCIAL MEDIA PLAYBOOK 2. Be legal As well as your internal rules, other laws and regulations exist that can have an impact. This includes federal and state laws pertaining to child safety, intellectual property and copyright, defamation, and telecommunications. We are also seeing greater global regulation of a range of digital activities.
  32. 32. YOUR SOCIAL MEDIA PLAYBOOK 3. Be child friendly
  33. 33. YOUR SOCIAL MEDIA PLAYBOOK 4. Unsure? Stop, check
  34. 34. YOUR SOCIAL MEDIA PLAYBOOK 1. Don’t be a d***h*** Instead, be a good digital citizen
  35. 35. YOUR SOCIAL MEDIA PLAYBOOK 2. Don’t think you can do anything privately #discuss
  36. 36. YOUR SOCIAL MEDIA PLAYBOOK 3. Don’t be bland, boring & banal
  37. 37. YOUR SOCIAL MEDIA PLAYBOOK 4. Don’t surrender Sheesh!
  38. 38. TRULY SOCIABLE 7 smart social tips Pick your platform/s1 Be consistent: volume, tone2 Quality, not quantity3 It’s gotta be two-way4 © Flame Tree Media Pty Ltd, 2018
  39. 39. TRULY SOCIABLE 7 smart social tips Facebook algorithm promotes groups, video, live. Demotes businesses, brands, media 5 Post natively6 Ultimately, social media controls you7 © Flame Tree Media Pty Ltd, 2018#discuss
  40. 40. Finally If you want to know more, there are plenty of resources. Try: www.esafety.gov.au 1. Sign up to newsletter at flametreemedia.com.au 2. Follow us on social media 3. Look out for my book! Very soon ... The SMART™ methodology (Strategy, Media, Authenticity, Results, Team) and DIY Newsroom™ are the intellectual property of Flame Tree Media. © September 2018.

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