Social media


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Social media

  1. 1. Social Media: Leveraging Web 2.0<br />Brent Hoard<br />Webmaster, Randolph-Macon College<br />
  2. 2. Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues. They support the democratization of knowledge and information and transform people from content consumers to content producers.<br />What is social media?<br />
  3. 3. Social media is NOT the tools.<br />Tools: Blogs, RSS, Twitter, Facebook, YouTube, Flickr, etc.<br />Social media is about having conversations with consumers and constituents online, and LISTENING (and, hopefully, responding) to immediate feedback.<br />Disclosure: Engaging with social media DOES require a (small) leap of faith.<br />Simplified Definition<br />
  4. 4. Why should government and non-profits (and business) care about what is going on in social media?<br />Social Media by the Numbers <br />
  5. 5. The number of years for certain media to reach 50 million users:<br />Radio: 38 years<br /> TV: 13 years<br />Internet: 4 years<br /> iPod: 3 years<br />Facebook: 100 million in 9 months (Source: Facebook)<br />iPhoneApps: 1 billion downloaded in 9 months (Source: Apple)<br />Social Media by the Numbers <br />
  6. 6. Percentage of companies using social media in hiring practices: 95%<br /> SOURCE: Jobrite Social Recruitment Survey<br />Social Media by the Numbers <br />
  7. 7. There are now more than 200,000,000 blogs.<br /> SOURCE: Technorati<br />Social Media by the Numbers <br />
  8. 8. 54% of bloggers update content daily.<br /> SOURCE: ClickZ Stats SES Magazine, June 8<br /> 73% of active online users have read a blog<br />SOURCE: Universal McCann Comparative Study on Social Media Trends April 2008<br />90% of consumers trust peer opinions read on the web.<br />SOURCE: July 2009 Nielsen Global Online Consumer Survey <br />Social Media by the Numbers <br />
  9. 9. The power of “crowd sourcing.”<br /> Users translated the entire Facebook web site into Spanish within 2-weeks by using a Wiki.<br /> Cost to<br />Social Media by the Numbers <br />
  10. 10. The power of “crowd sourcing.”<br /> Users translated the entire Facebook web site into Spanish within 2-weeks by using a Wiki.<br /> Cost to ZERO.<br /> SOURCE: Facebook<br />Social Media by the Numbers <br />
  11. 11. As of 2009, 25% of all links in search engines related to organizations and brands lead to use generated social media content.<br /> SOURCE: Marketing Vox & Neilsen Buzz Metrics, SES Magazine<br />Social Media by the Numbers <br />
  12. 12. More than 1.5 million pieces of content are shared on Facebook, daily.<br />The last available data is from 2008, and the rate is likely much higher now.<br /> SOURCE: Facebook (2008)<br />Social Media by the Numbers <br />
  13. 13. Generations Y and Z look at email as something “parents do.”<br /> In 2009, Boston College stopped distributing email accounts to incoming freshmen.<br /> SOURCE: The Chronicle of Higher Education<br />Social Media by the Numbers <br />
  14. 14. By 2010, Generation Y will outnumber Baby Boomers and 96% of them have joined a social network.<br />SOURCE: Grunwald Associates National Study<br />Social Media by the Numbers <br />
  15. 15. Social media is not about “young people” though.<br />Facebook reports that, by far, the largest growing constituency on their network is 55-65 year old females.<br />SOURCE: Facebook<br />Social Media by the Numbers <br />
  16. 16. The Field of Tools<br />
  17. 17. Social media is not a fad.<br />Social media represents a fundamental shift in the way we communicate to each other and to the businesses and organizations we rely upon.<br />People are talking about you RIGHT NOW.<br />So what’s the deal?<br />
  18. 18. “It’s about conversations, and the best communicators start as the best listeners.”<br />Brian Solis, Social Media Manifesto<br />This isn’t rocket surgery.<br /> Join and Start Listening.<br />How is it done?<br />
  19. 19. There are thousands of social media tools available, but only so many hours in the day.<br /> Where do I need to be? Select wisely.<br />You have infinite resources, right?<br />
  20. 20. Selecting the right “networks” and tools is common sense.<br />You are already aware of certain networks.<br />There’s a reason why. <br />Big Names:<br />Facebook, LinkedIn, Twitter, Flickr & YouTube<br />Targeting Your Efforts<br />
  21. 21. Who do you want to reach?<br />General Public?<br />Agency Members?<br />Things to do:<br />Establish goals<br />Who will maintain the sites?<br />How often will you update?<br />Will you need an approval process to make updates?<br />Who will be your voice?<br />Establish policies<br />Some Things to Think About.<br />
  22. 22. Think about your audience first (Audience Analysis)<br />Why should they come to you and what will you offer them?<br />Design and engage your sites around your audience<br />Remember ARCS Motivational Design Model – Attention, Relevance, Confidence & Satisfaction<br />Avoid ROT – Redundant, Outdated & Trivial<br />Audience<br />
  23. 23. Launch: 1997 (private)<br /> 2006 (public)<br />Users: 400 million<br />Daily Pageviews: 7 billion<br />Web Rank: 2nd Most Popular Web site<br />Pros: Free, Immense Audience, Popular<br />Cons: Privacy, Login Req’d, 508?<br />Facebook<br />
  24. 24. Launch: 2005 (acquired by Google in 2006)<br />Daily Users: 350 million<br />Daily Pageviews: 5 billion<br />Web Rank: 3rd<br />Pros: Free, Mobile, Large Audience, TV<br />Cons: Flash-based, CC is bad (accessibility)<br />YouTube<br />
  25. 25. Launch: 2002<br />Daily Users: 70 million<br />Daily Pageviews: 350 million<br />Web Rank: 29th<br />Pros: Buzz, Pageviews, Less SPAM<br />Cons: Limited Purpose<br />LinkedIn<br />
  26. 26. Launch: 2003 (Acquired by Yahoo in 2005)<br />Daily Users: 70 million<br />Daily Pageviews: 280 million<br />Web Rank: 35th<br />Pros: Free (Paid too), Large Audience, Indexed, Storage space, Slideshows<br />Cons: Upload limits (Free version)<br />Flickr<br />
  27. 27. Launch: 2000<br />Users: 190 million +<br />Daily Pageviews: 670 million (low estimate)<br />Web Rank: 11th<br />Pros: Free, Fast, Buzz, LARGE audience, Access, Mobile, API/Apps<br />Cons: Esoteric, Somewhat niche, Outages<br />Twitter<br />
  28. 28. Facebook: <br />7,240 unique viewers to a single photo gallery (6,179 viewers the next day) – Peer Sharing<br />4,946 unique visitors came to in April via Facebook sources<br />Flickr:<br />1,815 unique visitors to from Flickr<br />Wikipedia:<br />1,350 unique visitors<br />Twitter:<br />1,024 unique visitors<br />YouTube:<br />~200 unique visitors<br />Admissions video viewed 1000 times in 2009/10 by a global audience<br />The Digital Payoff<br />
  29. 29.<br /><br /><br />Connect With Me<br />
  30. 30.<br /><br /><br /><br /><br />Connect With R-MC <br />