Social Media: Taking It to the Next Level


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Social Media: Taking It to the Next Level - emphasis on higher education

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  • Teach Web design and online journalism Dramatic, unpredictable changes over the past decade Blogs, podcasts, social media Online audio, video, slideshows, animated graphics Wikipedia, Craigslist, MySpace, YouTube, Flickr, Google Maps, Second Life
  • Social Media: Taking It to the Next Level

    1. 1. Social Media : Taking It to the Next Level Cindy Royal, Ph.D Associate Professor Texas State University School of Journalism and Mass Communication [email_address]
    2. 2. Social Media Musts
    3. 3. Social in Higher Ed <ul><li>Facebook – most used in higher ed; 98% in 2011 vs. 61% in 2009 </li></ul><ul><li>Twitter – 84% in 2011; close to 0% in 2009; allows schools to send up-to-date announcements </li></ul><ul><li>LinkedIn – 47% in 2011 vs. 0 in 2009; used by Admissions professionals and career services </li></ul><ul><li>Close to half of universities continue to maintain a blog and a little more than a third continue to use message boards. </li></ul><ul><li>Social media used by professors in classrooms and out, to foster school pride, to connect with potential students, faculty professional development and networking, general outreach to parents and alumni </li></ul>*
    4. 4. Twitter: some hidden benefits <ul><li>Don't need to be a user to see someone's tweets </li></ul><ul><li>Use a widget to repurpose tweets on your site. </li></ul><ul><li>Twitter is one-way, not a reciprocal relationship. </li></ul><ul><li>Real-time search – can see what people are saying about something right now. </li></ul><ul><li>Use a Twitter Alert tool to get immediate updates. </li></ul>
    5. 5. Give it a try
    6. 6. Drake University Pinterest
    7. 7. Keep an eye on
    8. 8. Social Media Strategy <ul><li>What are your goals for social media? </li></ul><ul><ul><li>Outreach </li></ul></ul><ul><ul><li>Engagement/Interaction </li></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><li>How does department/unit/faculty strategy fit into larger university strategy? </li></ul><ul><li>How does it fit into the larger digital strategy? </li></ul><ul><ul><li>Web presence </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><li>What is the value you are adding to the community? </li></ul><ul><ul><li>Thought leadership </li></ul></ul><ul><ul><li>Resources </li></ul></ul><ul><ul><li>Discussion </li></ul></ul><ul><li>What value is your social media activity bringing to you? How can you measure effectiveness? </li></ul><ul><li>Develop guidelines, support best practices </li></ul>
    9. 9. Key Considerations <ul><li>Strong website/blog is still important </li></ul><ul><li>Authenticity </li></ul><ul><li>Transparency </li></ul><ul><li>Engagement </li></ul><ul><li>Fostering community </li></ul><ul><li>Thought leadership </li></ul><ul><li>Branding </li></ul><ul><li>Promotion </li></ul><ul><li>Sharing – How easy do you make it? </li></ul>
    10. 10. How are you integrating your social platforms?
    11. 11. How are you integrating your social platforms?
    12. 12. How are you integrating your social platforms?
    13. 13. Measurement <ul><li>Traffic </li></ul><ul><li>Followers/Fans </li></ul><ul><li>Retweets </li></ul><ul><li>Replies </li></ul><ul><li>Mentions </li></ul><ul><li>What people are saying about you online – mine blogs, Twitter, Facebook, even Yelp </li></ul>
    14. 14. Google Analytics
    15. 15. Twitter Analytics
    16. 16. Twitter Analytics Tweet Stats
    17. 17. Twitter Analytics
    18. 18. Twitter Analytics
    19. 19. Facebook Insights
    20. 20. Ustream Analytics
    21. 21. Klout
    22. 22. Klout
    23. 23. Klout
    24. 24. Search Engine Optimization <ul><li>Can get complicated, but the basics are: </li></ul><ul><ul><li>Incoming Links </li></ul></ul><ul><ul><ul><li>Interaction on social media </li></ul></ul></ul><ul><ul><ul><li>Commenting </li></ul></ul></ul><ul><ul><ul><li>Excellent content </li></ul></ul></ul><ul><ul><li>Keywords/phrases </li></ul></ul>
    25. 25. Tips <ul><li>The biggest mistakes you can make are not trying, not paying attention </li></ul><ul><li>Have qualified, related person/people working with your social media </li></ul><ul><li>Engage, don't just promote </li></ul><ul><li>Regular maintenance and updates </li></ul><ul><li>Must try tools on your own to understand how you might use professionally </li></ul><ul><li>Emulate best practices </li></ul><ul><li>Have fun; be creative </li></ul><ul><li>Remember, students are making judgments about your schools and programs based on the social media presence. </li></ul>
    26. 26. Best Practices
    27. 27. Best Practices
    28. 28. Best Practices
    29. 29. Best Practices
    30. 30. Best Practices
    31. 31. Best Practices
    32. 32. Resources <ul><li>Crush It and Thank You Economy by Gary Vaynerchuk </li></ul><ul><li>Delivering Happiness by Tony Hsieh </li></ul><ul><li>Read Tech blogs like Mashable, Read Write Web, TechCrunch, SmashingMag, 10,000 Words; tech section of NY Times and </li></ul><ul><li>SXSW Interactive - </li></ul><ul><li>Links </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>