This document summarizes Nikki Sunstrum's expertise in social media and experience managing social media for the University of Michigan. It provides statistics on social media usage and how the University of Michigan ranks among other colleges. It offers tips for how to effectively use social media and highlights the importance of having a strategy, engaging content, and establishing guidelines.

1. November 17, 2014
@NikkiSunstrum
Tweet, Post, Like, Share, REPEAT

2. @NikkiSunstrum
 @UMich Director of Social Media
 Former State of Michigan @MIGov SM Coordinator
 B.S. in PoliSci & M.A. in Ed
 Skilled in making dull things interesting
 Master manipulator of content & small children
 Former Elected official
 Throws parades for fun

3. #UMSocial
92,800+ Followers
@UMich
627,150 Followers
/universityofmichigan
45,357 Followers
@UofMichigan
17,0424 Followers
/uofmichigan
3000+ Followers
@UofMichigan
7,051 Followers
@UMich
55,943 Followers
/universityofmichigan
Linkedin EDU 269,197
6,556 Followers
+universityofmichigan

4. How we stack up
Most influential college in social media
Most engaged college in social media
Most influential on Facebook
Most influential on Instagram
Most influential on Twitter
Most influential on Linkedin
University to use Snapchat
#11
#3
#2
#5
#2
#5

5. How students use social

6. So you want to do social?

7. The Stats
 1 in 4 people use social networking sites
 Globally, in 2012 over 1.73B registered users of social — By 2017 2.55B
 73% of adults are using social media — 56% in America
 43% of senior citizens in the U.S. now use social media
 There are now more smart devices than people
 57% of people are talking more online than they do in real life
 Nearly two-thirds of Americans sleep with their cell phones

9. SOCIAL MEDIA
IS NOT NEW

10. Tweeting the ninety-five theses
The way in which we get
our point across has
changed, not the
concept or necessity of
information distribution.

11. Transparency
Customer Service
Promotion and Marketing

12. NOT
EVERYBODY
NEEDS SOCIAL MEDIA

13. WAIT, WHAT?!

15. Be Insightful
Who, what, when, where, why?

16. I’m here, now what?
 Assessing sentiment
 Identifying influencers
 Studying success
 Comparing like minds

17. Look at the bigger picture
Assess long term strategy
Embrace collaborative opportunities

18. CONTENT OVER
CREATION

19. @ArionTSun “why do you
keep putting the poop emoji on
everything? It’s weird.”
ATS: What? That’s chocolate ice
cream! #kidswithtech #fail

22. How students use social

23. Change the world, one #hashtag at a time
 Innovate
 Collaborate
 Streamline
 Provide Value
 Build a Toolbox

24. Posting Date: 4/23/14
Posting Time: 1:00pm
Reach: 16,944
Post Clicks: 1,375
“Likes:” 236
Comments: 33
Shares: 22
Primarily dominated by appreciative
comments, with some out of state
input for comparative rewards
Posting Date: 4/16/14
Posting Time: 11:00am
Reach: 22,256
Post Clicks: 1,442
“Likes:” 532
Comments: 37
Shares: 77
Only a couple of negative
comments, primarily dominated by
constructive discussion between
audience members
Posting Date: 4/10/14
Posting Time: 11:00am
Reach: 21,616
Post Clicks: 1,903
“Likes:” 172
Comments: 41
Shares: 31
Many people commented on this
post with their appreciation for aid,
others about how they were unfairly
unqualified. 2nd most popular, most
comments.

25. If the goal is followers…

27. Focus on your strengths
Identify where your audience is
Drive the message
Engage, Inform, Educate

28. VALUE ADD
AND ROI

29. But first, Let Mary Sue take a #selfie.

30. Bottom Line
Great social is about seizing the available opportunity to elevate the
perception of your programs and overall success.

32. #POTUSatUMich
1,524 Uses
Total Reach 2,397,200
2,893 “Likes”
2,893 Retweets

33. Pin Me

34. Snap Me

35. SNAP to the #Victors
5 Hours
150 Submissions
100 New Followers
1000+ Views per Snap

36. Innovation
Streamlining
Leveraging Success
Promoting a unified message

37. LET’S GET REAL

38. Who are you online?
 Over 90% of employers will Google you
 Twitter is NOT the water cooler
 Grammar matters outside the classroom
 Don’t take your LinkedIn photo in the
bathroom mirror
 Share information with a purpose
 Network strategically
 Privacy settings are there for a reason

39. Who do you want to be?
 Your digital footprint will last a lifetime
 The Library of Congress has been cataloging
every tweet since 2010
 Even Snapchat was subject to the FTC
 Social Media can get you fired
 Differentiate between personal and
professional
 Be consistent

40. It’s still just marketing
 B2B, B2C and H2H: the what v. the how
 People require great content
 Talk to them IRL
 Emotion sells
 Put a face to your brand
 Kill them with content
 Target and compel

41. Give me a boost
 Who are you targeting?
 What is your desired outcome?
 Is your advertisement “social?”
 Optimize for short attention spans
 Make them an offer they can’t refuse

42. Words of Caution
 Only connect with the intent to sell
 Connect but never interact
 Spam
 Copy and paste across networks
 Forget who you are and why you
are here

43. Establish Rules of Engagement
 Policy
 Style, Images, Content
 Community Rules
 Disclaimers
 FOIA
 There is no expectation of
privacy
 Confidential information,
defamatory or derogatory
postings
 Reinforce proper usage,
activities, professionalism, no
advertising

44. TAKE AWAYS
 The method is new, not the concept
 We can’t all be red skittles
 Embrace opportunities for collaboration
 Don’t get caught thinking poop is ice cream
 Running with a bed sheet sells nothing

45. TAKE AWAYS
 Never underestimate the power of strategy
 Make sure everyone is on the same page, literally.
 Put the proper resources in place for success
 Compose guidelines and set expectations
 Evaluate, measure and renew

46. socialmedia.
umich.edu

47. @NIKKISUNSTRUM
/NIKKI.SUNSTRUM
QUESTIONS?