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Social Media 101: Business of Music Class


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Social Media 101 presentation delivered in October 2012 for SUNY Oswego's "Business of Music" class.

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Social Media 101: Business of Music Class

  1. 1. Social Media 101for Business ofMusicBy Tim NekritzAssociate Director of Public Affairs/Director of Web CommunicationSUNY Oswego
  2. 2. What is social media?• Interactive parts of the Internet where we can communicate with a range of audiences – for us prospective students, current students, faculty, staff, alumni, parents and friends of the college.• Includes (but is not limited to) Facebook, Twitter, YouTube, blogs, Instagram, Soundcloud, Foursquare and more.
  3. 3. Social media IS• About connections• About content• About conversations• About authenticity• A two-way street• Part of wider effort (hub and spoke)
  4. 4. Social media IS NOT• One more place to throw press releases• One-way marketing• Static space• Something to ignore• All about you!
  5. 5. Social media marketing• Know your options• Analyze audience (who using and why)• Goals before tools• Sustainability
  6. 6. 5 top tips1. Be present!Try before you buy
  7. 7. 5 top tips2. Be prepared!Have a content strategy
  8. 8. 5 top tips3. Be responsive!Reply and sustain
  9. 9. 5 top tips4. Be friendly!Have conversations
  10. 10. 5 top tips5. Goals before tools1.Does it help us meet a goal?2.What’s in it for us?3.What’s in it for our users?Avoid OSS
  11. 11. Facebook• The 800-pound gorillaConsiderations:• Page? For business, yes• Group?• Individual account? (no)
  12. 12. Content = Connecting
  13. 13. Best stories = humaninterest
  14. 14. Connecting is human
  15. 15. Twitter: 140-characterstories
  16. 16. About them > about us
  17. 17. Twitter: 2 symbols are key• @ symbol: replying or addressing someone• # = hashtag, organizing around topic, conference, event
  18. 18. Hashtags = Connecting
  19. 19. YouTube
  20. 20. What makes a good video?• Meets a goal• Short (~1 minute get biggest response)• User-focused• Fast-moving• Reasonable qualityIt’s not about big-budget, slick productions; our raw/low-edit videos have great metrics!
  21. 21. Pinterest? Have a point.
  22. 22. Geosocial/location-based• Services tied to your smartphone• Fastest-growing part of social media• Location-based services have enormous potential to connect people to places, places to people, and people to people in places. • -- Tim Jones, North Carolina State University
  23. 23. Geosocial: Foursquare
  24. 24. Audiosocial: Soundcloud
  25. 25. Photosocial: Instagram
  26. 26. Blogs: Have something tosay?
  27. 27. Alyssa Explains It All
  28. 28. Straight up Michigan!
  29. 29. How ‘bout some examples …… involving music?Preferably before we fall asleep?
  30. 30. Pete Yorn: Twitter
  31. 31. Pete Yorn: Facebook
  32. 32. Pete Yorn: YouTube
  33. 33. The Wiyos: Facebook
  34. 34. The Wiyos: YouTube
  35. 35. The Tragically Hip: Facebook
  36. 36. Integration: a simple story
  37. 37. Monitor and respond• Social media is 24/7• Basic customer service, just new way• Most users just looking for an answer• Would you ignore your email for days?
  38. 38. Our FB comment guidelines• The discussion board is available for questions, often from those entering or considering Oswego ... we hope to get you answers in a timely manner as you ponder joining our community. However, spam, blatantly commercial, obscene and/or denigrating messages are not welcome in this space and may be removed, as this page exists to serve a broader community.
  39. 39. Negative feedback?• Honest complaints• Spam• Ragers• TrollsAgain, make sure you have a posted policy!
  40. 40. Content strategy• What do you post?• How often do you post?• Sharable: “wow” or “whoa!” factor• Don’t be a robot; be a human(And, of course, who posts it) Great site >>
  41. 41. Who has the keys?
  42. 42. Social media conduct• Zappo’s social media policy:“Don’t do anything stupid”• It’s pretty much common sense
  43. 43. Next steps• Goals?• Time/resources• Options/communities• Content strategy: what to say• Get social!
  44. 44. Questions?• Also available at: … or… or social media users’ guide: ediaguide.html