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Managing social media


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Managing social media

  1. 1. EDUCAUSE Annual Conference 12 October, 2010 Anaheim, CA Managing Social Media Robin Smail (aka Robin2go) Disruptive Technologist Penn State University
  2. 2. Our roadmap • Who are you? • Why social media? • What are your goals? • Where do I start? • When do I see results? • How do I measure results?
  3. 3. Who am I?
  4. 4. Whoare you?
  5. 5. University? Individual? Administration? Informative? Public? Private? Marketing? Student Services? Admissions? Student Groups? Academic Department? Find your voice Helpful?
  6. 6. Whysocial media?
  7. 7. What do you want to say? Discuss. (no, really. I mean now.)
  8. 8. 92%of U.S. toddlers have an online presence. (AVG study) Whoare you talking to?
  9. 9. Social media is a different beast. It’s not your father’s marketing.
  10. 10. Wordofmouthis social media's heart. The implicit or explicit endorsement of a fellow human being when they post a comment, Tweet a link, write a review, write a wall post on Facebook, or recommend a video has a significantly greater (if not exponentially greater) impact on our selection process than advertising alone.
  11. 11. Find your audience 2007
  12. 12. Find your audience 2010
  13. 13. Are you prepared for this? for this? (seriously)
  14. 14. Whatare your goals?
  15. 15. WIIFM? What’s In It For Me? (Not just for you, but for your community, because they are asking the very same question.) So how does this question tie into your goals?
  16. 16. Let’s get organized. • How many hours do I have to spend in social media? • Do I have other resources? • Which 2-3 tools will work for me?
  17. 17. Let’s get buy in. • Have we evaluated where we are so we know where we want to go? • Do I have leadership’s support, or am I establishing a presence to build a case? • How do we measure success? failure?
  18. 18. Hint: if your objectives and goals can’t be measured against something, it’s going to be really hard to evaluate and adjust your efforts.
  19. 19. Wheredo I start?
  20. 20. Let’s get going. • Passive (observation mode): listening, paying attention, and absorbing. • Responsive: taking first steps in online engagement, following and responding to ongoing dialogue. • Engaged: not just participating, but leading discussions and community building. • Creating: generating useful content for your community that helps grow your presence.
  21. 21. Find your tools
  22. 22. Twitter • An organizational Twitter account. • A desktop client that can handle multiple accounts. • If applicable, a smart phone app.
  23. 23. Facebook • An organizational Facebook page. • A vanity URL. • If applicable, a smart phone app.
  24. 24. Blogging • An organizational blog. • A blogging platform. • An aggregator to read other blogs.
  25. 25. Listen and monitor • Technocrati • Google Blog Search • • BoardTracker and BoardReader • Twitter Search • Social Mention • Addictomatic • IceRocket Beginner More Advanced
  26. 26. Whendo I see results?
  27. 27. Social media maturity *If you’re serious, this is going to take more than one person at this stage of the game graphic by Radian6
  28. 28. Let’s talk resources. graphic by Radian6
  29. 29. Larger scale resources. graphic by Radian6
  30. 30. Howdo I measure results?
  31. 31. Define your goals. • Reputation • Awareness • Engagement • Education • Entertainment
  32. 32. The only true RPO
  33. 33. Metrics and measuring. • Members • Posts, threads • Comments, ideas • Inbound links • Tags, votes, bookmarks • Active profiles Activity and engagement
  34. 34. Measuring activity and engagement. • Members • Posts, threads • Comments, ideas • Inbound links • Tags, votes, bookmarks
  35. 35. Measuring awareness and value. • Brand loyalty/affinity • Share of conversation • Sentiment of posts • Interaction with content
  36. 36. • Respond with grace and not rancor. • Be honest if there was an error. • Make sure you have a “comment policy” before you need one. • Know that sometimes it is better to let the community put the fire out. When things go wrong.
  37. 37. Go social with me. Education Technology Services 210 Rider Building The Pennsylvania State University University Park, PA 16802 Robin Bradford Smail Disruptive Technologist