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Social Media 101 - Understanding the potential use in outreach and education


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Slides accompany workshop session. Include resources and historical perspective on how we got here. Things to consider when developing a strategy, and best practices for making your website socially sharable.

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Social Media 101 - Understanding the potential use in outreach and education

  1. 1. {Why} DoesSocial MediaHave to ChangeEverything?Amy E. HaysEmerging Technologies Program SpecialistTexas A&M AgriLife ExtensionInstitute of Renewable Natural Resources/Water Resources Institute1
  2. 2. Evolution 2
  3. 3. 3Social Media Revolution 2011 - -Erik Qualman, Socialnomics.
  4. 4. 412Concept via Michael Wesch HistoryInformation TransferClockWriting468Printing PressTelegraphTelephoneRadioTV910SatelliteInternet11Email MySpace
  5. 5. Struggle• How do I keep up?• How do I keep my work/business up?5
  6. 6. Why does social mediahave an impactinformation discovery?6
  7. 7. 7WHERE GOOD IDEAS COME FROMby Steven Johnson
  8. 8. 8Web 1.0 - staticWeb 2.0 – user generatedWeb 3.0 - simulateWeb 4.0 - ?
  9. 9. 9
  11. 11. 2011 2012
  12. 12. 12
  13. 13. 13Go [there]tofind everythingabout [THIS]
  14. 14. 14Come [HERE]information needsto find me
  15. 15. Top Search Engines•Google - 4,717,000,000/day•YouTube - 26,666,666/day•Facebook- 1,000,000,000/day15
  16. 16. MAJOR SHIFT - 2011Search Engine Optimization16
  17. 17. in·for·ma·tion- thecommunication or reception of knowledge orintelligence18dā-ta- factual information (asmeasurements or statistics) used as abasis for reasoning, discussion, orcalculation
  19. 19. What We Already Know…Communicating the Value PropositionNielson Norman Group – you peaktheir interestin less than10 seconds?
  20. 20. 21Tip #1 – You don’thave to be involved ina social network toreap the benefits ofsocial media
  21. 21. Website Check-up• If you do nothing else, evaluateyour website FIRST?22
  22. 22. How will a page sharelook in social tools?23• When someone comes to your site and wantsto share, are the technical aspects of yourpages complementary to social network“pulls”
  23. 23. 24
  24. 24. 25Facebook “pull”Image fromsiteTitle header andSite addressSummary text
  25. 25. 26Pinterest “pull”Photo fromsiteAttempt toPull info
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  27. 27. 28
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  29. 29. 30
  30. 30. 31PinterestFacebook
  31. 31. 32Learn How to Writefor the Web
  32. 32. 335 Things to Do In WebWriting1.People scan in a Z – formationFIRST and then decide to readSECOND
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  34. 34. 35
  35. 35. 36
  36. 36. 375 Things to Do In WebWriting2. Add a picture (we’ve alreadygone over this
  37. 37. 385 Things to Do In WebWriting3. Link outward to credible sourcesand link inward to additionalresources on that site WITHIN thetext
  38. 38. 39Leads to externalwebsiteLeads user toadditionalinternalresources
  39. 39. 405 Things to Do In WebWriting4. Use some bolding and emphasison important points
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  41. 41. 425 Things to Do In WebWriting5. Direct users to ACTION• Read more about it• View a video• Go to another website• Take a tour• Take a class
  42. 42. 43Tip #3 – Think Mobile
  43. 43. 44
  44. 44. 45
  45. 45. Mobile Now – Mobile First?• There are now more than 1 billion smartphones in use worldwide: 1.038billion in total.• It took us 16 years to pass 1 billion but its estimated to take only threeyears for the next billion smartphone users to come on board.• 3.2 billion people, or 46% of the worlds total population of 7billion, have at least one active mobile (cellular, not just smarpthone)device.• The global "addressable" population is 4.7 billion.• Of the remaining 2.3 billion, 1.5 billion live in pockets with poor or nonetwork coverage, though this should fall to 1.1 billion by 2017. Theother 800m include some elderly, disabled and cash-strappedunemployed, as well as the very young or incarcerated. (source)Source: Luke Wroblewski -
  46. 46. 47Tip #4 – Pick astrategy first, not atool
  47. 47. 48
  48. 48. 49
  49. 49. Be Specific in Goals• Do you want more people to sign up formeetings, events, newsletters?• Want more people at events?• Want to drive people to your website?• Have more fans/followers?• Enhance your website with feeds?50
  50. 50. Sean Carton ClickZ – A Social Media Strategy Checklist1. What are we trying to accomplish?2. Why social media?3. What kind of social media will help us best achieve our goals?4. Are we prepared to let go of control of our brand, at least a little?5. What will we do to encourage participation?6. Who will maintain our social media presence?7. Do we have the resources to keep this up, or will this be a short campaign?8. How does engaging users via social media integrate into our overallmarketing/communications strategy?9. How do we measure success? What constitutes failure?10. What will we do less of if were spending resources on social media? (Dec. 21, 2009)
  51. 51. 52Tip #5 – DUNBAR
  52. 52. How Do You Make the Top 150?• A relationship means two way conversation• Ask questions• Provide leads to new resources• Highlight friends/partners information• Provide context to links, comments• Don’t just show a link, give dialog as to WHY your clients wouldbe interested• Show a little personality• Engage, engage, engage – all relationships must be cultivated53
  53. 53. 54Tip #6 – Listen/Followother good examplesFIRST.
  54. 54. 55Tip #7 – Let othershelp
  55. 55. Avoid “one man” mentality• Teach employee’s how to use social tools to “spread” the news• Hold trainings on how your employee’s can be part of the process• Don’t fall into a “marketing only” mentality• Set reasonable guidelines on your expectations of socialchannels and employee’s interactions• Set tone and examples• Encourage volunteers/advocates to help you in your socialmedia endeavor• Don’t make it a “secret” project56
  56. 56. 57Tip #7 – Set measuresof evaluation. If it’snot working, kill it.
  58. 58. Want to learn more?59Social media tools and techniques are changing andbuilding. Join our online webinars to learn more (use search tools to findrecorded webinars)
  59. 59. 60Amy E. HaysEmerging Technologies Program SpecialistTexas A&M AgriLife ExtensionInstitute of Renewable Natural Resources/Water Resources Instituteahays@tamu.eduahays@extension.orgFind me on: