SOCIAL MEDIA FORADVISORS &STUDENTSFebruary 2012
Jeni Putalavage-RossSchool Traditional Work Independent• University of Texas • McKinsey & Co. Consulting • Advertising Degree • Nielsen BuzzMetrics • MineforNine.com • Master‘s in Library & • HNW • Friskies Information Science • Converseon • Motif Furniture • WhaleShark Media • Dr. Abroon • Spredfast • Kupona Foundation • Dream Hope Believe Foundation • Social Dynamx
Agenda What is ―Social Media‖ Social Media for You Social Media for Social media usage in Student Job Seekers higher education Why should they have (infographic) a presence in social Where should you media & where should focus your social they focus their media presence? presence? How do you manage How can they use SM the process of getting for job searching? profiles up & keeping Caution about social content fresh? media How do you measure success?
What is ―Social Media‖Social media includes web-based and mobile technologies used to turncommunication into interactive dialogue. Andreas Kaplan and MichaelHaenlein define social media as "a group of Internet-based applicationsthat build on the ideological and technological foundations of Web2.0, and that allow the creation and exchange of user-generatedcontent.‖ Social media is media for social interaction as a super-setbeyond social communication. Enabled by ubiquitously accessible andscalable communication techniques, social media has substantiallychanged the way organizations, communities, and individualscommunicate.
Common Social Media MetricsActivity Metrics ROI Measurements Pageviews Marketing/Sales Hiring cost Unique visitors Cost per number of engaged prospects (community vs. other Training cost initiatives) Members Time to acclimation for new employees Number of leads/period Posts (ideas/threads) Individual Metrics (for members) Number of qualified leads/period Number of groups (networks/forums) New friends after 30/60/90 days Ratio of qualified to non-qualified leads Comments & Trackbacks Number of friends met online that users have met offline Cost of lead Tags/Ratings/Rankings Number of friends met online that member has Time to qualified lead subsequently collaborated with Time spent on site Lead conversion Number of ideas that the user has gotten and then used Contributors Number of pre-sales reference calls (to other customers) in their work Active contributors Average new revenue per customer General Internet Tracking (outside of enterprise-sponsored communities) Word count Lifetime value of customers Net Promoter Score Referrals Customer Support Meme Lifecycle Completed profiles Customer satisfaction Number of mentions (tracked via web or blog search Connections (between members) Number of initiated support tickets per customer per period engines) Ratios: Member to contributor; Posts to Support cost per customer in community Positive/Negative listing ratios on major search engines comments; Completed profiles to posts Product Development Periods: By day, week, month, year Number of new product ideas Frequency: of visits, posts, comments % of ideas from customers/prospects/communitySurvey Metrics Idea to development initiation cycle time Satisfaction Revenue/Adoption rate of new products from community vs. traditional sources Affinity HR Quality and speed of issue resolution Retention/Employee turn over Referral likelihood Time to hire Relevance of content, connections Prospect identification cost Prospect to hire conversion rate
The Social Media Enterprise Landscape• Listen • Infrastructure• Measure Listen/Measure Promotion Builders • Community• Analyze • Commerce• Score • Marketing Agencies Data Driven Solution Providers • Workflow • Media management Execute
Categorization Helps Clear theClutter Blog Platforms Streams Pick Social Networks 2-3 Dashboards Business Networking Location Video Documents/Content Events Pictures
Social Media in HigherEducationSome facts, figures, & inspiration
Overall Strategy for Your Use Determine Goals Assign Responsibility Design Editorial Calendar Monitor Results Refine Goals & Tactics
Bag of Tricks: Find Your BestMatch Prism Categories Venue Uses Measurement Comments, Views, Blog Platforms Blogger, Typepad, etc. Long-form Content Links Hashtags, Followers, Streams Twitter Q&A, Events (hashtags), Job Links Lists Q&A, Events, Awareness, Likes, Comments, Social Networks Facebook Reminders Shares Dashboards Hootsuite, Spredfast, etc. Organization, Measurement n/aBusiness Networking LinkedIn Networking, Personal Promotion Connections Events, Distribute Visitor Location Foursquare, Gowalla Check-ins, Lists Information Events, Lectures, Marketing Views, Subscribers, Video YouTube, Vimeo Messages Links PowerPoint decks, Word docs, Followers, Favorites,Documents/Content Slideshare video sharing Comments, Views EventBrite, MeetUp, Events Career Fairs, Speakers, etc. RSVPs, members PlanCast Photos from events, on campus life, Comments, Tags, Pictures Flickr, Photobucket etc. Views, Contacts Followers, Repins,
Creative Matches Great way to show off alumni portfolios and/or share new ideas students are exploring Share information about the industry with students, alumni, prospective students Post presentations from Alumni, facts on the school, or general industry overviews
The Basics Prism Categories Venue Uses Measurement Comments, Views, Blog Platforms Blogger, Typepad, etc. Long-form Content Links Hashtags, Followers, Streams Twitter Q&A, Events (hashtags), Job Links Lists Q&A, Events, Awareness, Likes, Comments, Social Networks Facebook Reminders Shares Dashboards Hootsuite, Spredfast, etc. Organization, Measurement n/aBusiness Networking LinkedIn Networking, Personal Promotion Connections Events, Distribute Visitor Location Foursquare, Gowalla Check-ins, Lists Information Events, Lectures, Marketing Views, Subscribers, Video YouTube, Vimeo Messages Links PowerPoint decks, Word docs, Followers, Favorites,Documents/Content Slideshare video sharing Comments, Views EventBrite, MeetUp, Events Career Fairs, Speakers, etc. RSVPs, members PlanCast Photos from events, on campus life, Comments, Tags, Pictures Flickr, Photobucket etc. Views, Contacts Followers, Repins,
Twitter "Warm Sign Up‖ enables you to present a list of the best Twitter accounts to brand-new Twitter users when they sign-up specifically through your Twitter URL. You can feature some of the Twitter accounts you most like to follow and give your followers an idea of what you are about. Make sure you include the term #WelcomeToTwitter in the description of the list. Ex: http://twitter.com/MarthaStewart/martha-stewart- living hashtags.org offers an overview of popular hashtags used on Twitter. Find out about trends, check out graphs, and search to see hashtags of your topic already exist.
Facebook‘s Edgerank Outgoing Ranking Lessons: 1. ―Question‖ option Note: Edgerank affects both the page (often referred to as & the individual posts polls) Ask for comments and give 2. Videos reasons to stay engaged (share 3. Photos valuable information, fun facts, useful updates) 4. Links Ask people to share pictures on 5. Status updates stories on your wallFACTS Pick a posting schedule and stick Interaction Ranking(via Social Media Club, Techcrunch): to it. Make sure you have new 1. Comments content posted fairly frequently &• 95% of Facebook users view their ―Top on the best days/times 2. Shares News Feed‖; over 50% of users clicking over to the ‗most recent‘ tab on a regular 3. Likes Share links basis Post pictures & videos• Only 35% of commercial wall posts hit Consider surveys, quizzes TNF (internal SSL study)• Only ~20-40% of commercial wallposts Track your successes & failures are viewable to fans & learn from them
College of Communication CareerServicesFacebookTacticsCommunicate Our Brand:* ―CCS Deadline‖, reminders about schedules* ―Meet the Recruiter‖ eventsServe Our Clients:* Event RSVPs* Sharing Interview and Resume Drop Schedules* Employer Spotlights* Industry NewsGenerate New Business:* Career Fair Landing Page* Recruit VolunteersBuild Community:* @tagging Student Organizations and Employers
Brand PromotionCreate a Facebook Landing Page for free!Program we used: TabSite • Incorporated football theme • Google Map widgets • 1256 tab views • Helped double fans and individual post views • Drove traffic to the Facebook event
LinkedIn Basics Consider a LinkedIn Group Manage group invitations (current students & alumni or anyone) Use ―Manager‘s Choice‖ & Moderation Options for Content Distribution
Tools to Consider Hootsuite – Schedule updates in advance & see metrics for all updates Spredfast – more advanced group management options, scheduling options & metrics options, but may have costs associated with account Other tools like Wildfire, Tabsite, Involver, etc. offer ways to customize your Facebook pages, offer incentives/contests, and monitor metrics
Overall Strategy for Student‘sUse Urge them to Google themselves and consider ways to remove anything they wouldn‘t want an employer to see Have them consider everything BEFORE posting so they won‘t have to remove things later Be sure they have a current profile on all relevant social media outlets to insure maximum visibility
Twitter Tips for Student JobSeekers Make sure the profile is professional, including a picture, the Tweets, & who he/she follows Search 3rd party sources like http://www.twitjobsearch.com/ Follow companies/brands to stay informed in case of an interview. Create lists to keep them organized. Be sure to include the recruiting profile for those companies Show expertise in outgoing tweets Link Twitter profile to Facebook & LinkedIn pages Use advanced search to find job openings in the geographic area desired
Twitter Handles to FollowBy company By job type @findinternships – Internships and entry level jobs for college students@attjobs – Jobs at AT&T @freelance_jobs – Freelance jobs @heatherhuhman – Entry level jobs and internships@mtvnetworksjobs – Jobs at MTV @Project4Hire – Freelance and temporary jobs@TRCareers – Jobs from Thomson Reuters @jewish_jobs – Jewish job listings By regionBy field @MyBristolJobs – Job listings from mybristoljobs.co.uk@alldevjobs – Developer jobs @chicagowebjobs – Web-related jobs in Chicago @ChicagoTechJobs – Technology jobs in the greater Chicago area@ArtDirectorJobs – Art director jobs @ITJobsLondon – IT jobs in London@cwjobs – Copywriter jobs @ITJobsSydney – IT jobs in Sydney, Australia @JobsBoston – Jobs in the greater Boston area@jobsinhiphop – Jobs in Hip-Hop @jobshawaii – Jobs in Hawaii@journalism_jobs – Jobs in journalism @NewYorkTechJobs – Technology jobs in the greater New York area @PDXJobs – Jobs in Portland, Oregon@juicyjobs – Green jobs @sdjobs – San Diego technology jobs @libgig_jobs – Library Jobs @sfmobilejobs – Mobile Web and Digital Media jobs in Silicon Valley @mtltweetjobs – PR/marketing/social media/tech jobs in Montreal@mediabistrojobs – Media job listings from @TopJobsInLondon – Top jobs in London, UKmediabistro.com @web20jobs – UK-based web 2.0 jobs @medical_jobs – Medical jobs General@media_pros – Jobs for media professionals @JobAngels – Helping the unemployed find jobs@narmsjobs – Retail marketing jobs @indeed – One search. All jobs. @jobshouts – General job postings@PRSAjobcenter – Jobs in public relations, @simplyhired – Job search site communications and marketing @StartUpHire – Jobs at VC backed companies @twithire – Job board service @reflectx – Physical Therapy jobs@seojobs – SEO job listings@socialmediajob – Jobs in social media @travelmaxallied – Healthcare jobs@travelnursejob – Jobs for traveling nurses @usmusicjobs – US Music Jobs @web_design_jobs – Web design and other graphics jobs
Facebook for Student JobSeekers Set privacy settings to ensure appropriate profile for employers ―Like‖ possible employers & interesting brands to stay current Use Apps like ―Branch Out‖ to connect to open positions Keep profile updated to let connections know where you are working
LinkedIn for Student JobSeekers Link to all your fellow students now – you never know where they will end up & how they can help you in the future! Join groups for the industry you want to work in Make sure your profile is 100% complete & up-to- date Get recommendations from internships & work experiences Explore every company before you interview to see who you might know & find out more about the types of people hired
Social Media Can Also HurtStudent Job Seekers ―9 out of 10 employers report using social media to screen prospective employees. 7 out of 10 report rejecting candidates based on their social media presences—and roughly the same number report accepting candidates based on their social media presences.‖ http://gawker.com/5846924/7-out-of-10-employers-reject-job-candidates-based-on-social-media