Presentation for COMM 388 at George Mason University about Social Media Marketing in the "real world". Presented on October 22, 2015.

1. @kathydoddKathy Dodd | Social Media Manager | George Mason University
COMM 388 | October 22, 2015
Social Media in the Wild.

2. @kathydodd
Introduction
Social Media in
the Real World
Career Advice
Q & A
Case Study
.

3. @kathydodd
I’m here today
to talk about
social media in
the real world.
I do this for a
living.
My Cube. It’s Awesome.

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What do you think a
successful social media
strategy looks like?

6. @kathydodd
Is it a lot of page growth?

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A ton of engagement?

8. @kathydodd
fans, followers,
likes
user engagement
My boss cares
about that stuff,
right?

9. @kathydodd
Wishful
Thinking

10. @kathydodd
The reality.
• “What are these people doing after they
visit Facebook?”
• “How many sales came from social
media?”
• “Should we be focused on real-time
marketing or customer service?”
• “Can you please post this message for my
department? It’s really important!”

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Don’t despair.
You know what to
do here.

12. @kathydodd
There is no reason to complicate social
media marketing.
Especially since you already have the
framework.

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Goal
Objectives
Strategy
Tactics

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Goal
Do not confuse goals with objectives!
Sample Goal:
Create a comprehensive social and digital
strategy that will build upon a loyal fan base
and attract new students.

15. @kathydodd
Objectives
Source: http://www.bethkanter.org/25-smart/

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Strategies & Tactics
Source: http://www.intersectionconsulting.com/2010/social-media-iceberg/

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You’re going to need some content.

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If all else fails, cat videos are
awesome. Trust me.

19. @kathydodd
Don’t get overwhelmed.
Just because you can doesn’t
mean that you should.
Only focus on what matters to
your goals and mission.

20. @kathydodd
Measurement & Reporting

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• In reality, this is a moving target.
• Best KPIs to date:
– Traffic: Impressions, clicks, change in share
of voice.
– Total Engagement: Social actions, likes,
comments, shares, followers added.
– Total Conversions: Form responses, leads,
sales, etc.

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Case Study

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25. @kathydodd
This was part of a plan.
Support the Plan
Communications team
works with campus
partners to find content.
Communications
Plan
Dovetailed with the 10-
year strategic plan.
Develop Content
News stories, Spirit
Magazine, video,
graphics, etc.
Pitch!
A great story is worth
pitching. Use traditional
source to augment social
media.
Improvements
Examine your efforts,
how else can you
leverage this
content?
Measure
Provide your
leadership with a
story of your
success.

26. @kathydodd

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31. @kathydodd
Still want to do this?

32. @kathydodd
• Start with a strategy, it makes saying “No”
a lot easier.
• Data is your friend and ally. Get to know
Google Analytics and Excel.
• Hone your project management skills.

33. @kathydodd
• Know when you stay in your lane.
• Learn how to do a lot with a little -
resources, time, money, etc.
• Take risks. Sometimes you’ll just have to
beg for forgiveness later.

34. @kathydodd
• You might have to do some graphic design
work - learn or make friends.
• Learn how to really listen. You’ll get a lot of
feedback (good and bad).
• Can’t take criticism? Don’t go into social
media (thick skin is key).

35. @kathydodd
Kathy Dodd
Social Media Manager
George Mason University
kdodd5@gmu.edu
@kathydodd