Best Practices in Social Media
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Breakout presentation at the Georgia Career Development Association's 2017 Mini-Conference. Identify tools, discover trends, and select strategies.
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Best Practices in Social Media
- 1. Best Practices in Social Media Dr. Debra S. Osborn Dr. Melissa A. Venable TechnologyTwins.com - @TechnologyTwins GCDA 2017
- 2. In this session … • Identify social media tools relevant to client goals and interests • Discover current trends in the use of social media tools for: – personal branding, – marketing and promotion, and – connecting with clients. • Select strategies for social media participation and expectations
- 3. Where are you? • What platforms are you using now? • Who manages them? • Are there accounts you would like to add? • Are there any you’ve abandoned? • What are you using them for?
- 4. A Few Stats… • 65% of adults now use social networking sites (up form 7% in 2005) • Ages 18-29 are most likely to use social media (90%) • Use among those 65 and older has tripled since 2010 (now 35%) • Women and men use social media at similar rates • Facebook continues to be the most popular platform (79% of adult Internet users) http://pewrsr.ch/1Zgn7F7
- 6. Most popular platforms based on number of visits – 2016, Statista.com
- 7. But that depends on who you ask
- 9. Fastest Growing Social Networks
- 10. Technologies US Teens are Using https://www.statista.com/statistics/199242/social-media-and-networking-sites-used-by-us-teenagers/
- 11. Who are the Top Players? • Facebook • Twitter • Instagram • Snapchat • Youtube To see potential uses & strategies for career services, see more at https://technologytwins.com
- 12. Best Practices: Personal Branding • LinkedIn (if nothing else) • Build Blogging & Portfolios– tell your story, share what you can do, authority and expertise • Interact – chats, discussion forums, follow and reply • Try Twitter • Explore other social media accounts
- 13. How are you using social media for branding?
- 14. Other Branding Ideas • Know yourself & your clientele • Know how • KISS • Be Present & Consistent across social media • Keep it Positive • Associate with strong names • Connect – 3C’s • Coordinate efforts across social accounts – Images, logos, color schemes
- 15. Best Practices: Marketing and Promotion • Consider separate “company” accounts • Repeat updates, schedule at different days and times • Know your current and potential clientele, which SM they use, their challenges/questions • Know your competition. • Consistency. Have a plan.
- 16. How are you using social media for marketing and promotion?
- 17. Finding the Sweet Spot Topics I’m passionate about Hot Topics
- 19. Google Alerts
- 20. For Us, That Means Finding People Who Love Technology Tweeps: @TechnologyTwins @counselingtech; @CareerTechForum; @dsosborn; @Melissa_Venable; @PeterCarey NCDA Technology Committee; Tech Tips
- 21. Finding Followers • Create & optimize profiles for top SNS • Add social sharing buttons to all of your content • Use #hashtags • Interact with followers/those who mention you (@replies, RTs) • Participate in live chats • Follow other accounts! • Incorporate marketing techniques
- 22. Marketing Techniques • 80/20 rule – useful/self-promotional • Vary it up – multimedia, formats • Make lists • Pick a topic that attracts traffic-google trends, buzzsumo, feedly • Analyze your headlines before publishing – coschedule.com • Bet on the winning horse • Behind the scenes pictures • Have fun
- 23. Best Practices: Connecting with Clients and Students • Decide which accounts, what you are willing to share (personal vs. work), and how often • Create a social media policy • Invite specific kinds of connection, participation – focus on networking and be a good role model • Be aware of ethical and legal considerations
- 24. How are you using social media to connect with clients and students?
- 25. Other ideas for connecting • Invite participation – “When you say you’ll be ready in 5 minutes, you actually mean ___ minutes” – Share facts but ask them to guess at what the #1 tip will be – Invite tips, advice, hardest interview question – Have contests (best answer, 1st to get a picture with the CC director, etc.) – Respond to those who comment
- 26. Other ideas for connecting • Help students connect with alumni • Use the platforms they are using • Establish a Center or Office account and partner with other campus social accounts • Allow students to be account contributors
- 28. Best Practices ~ Commonalities • Have/share a written policy • Be consistent • Have a plan (goals for SM, evaluation) • Set realistic expectations • Be willing to risk, but also willing to let go
- 29. What policies/procedures do you have for all your social media?
- 30. A Final Note about “Best Practices” What is the context in which you use social media? Are they best for me? Your best practices are determined by factors such as: • Audience you are trying to reach • What you want to achieve - goals • The resources you have available – Time, Energy, Personnel/Contributors, Budget …
- 31. Best Practices in Social Media Dr. Debra S. Osborn Dr. Melissa A. Venable TechnologyTwins.com - @TechnologyTwins GCDA 2017
Editor's Notes
- Social media use is at an all-time high, but making an impact across multiple platforms can be an unrealistic expectation. Where should you spend most of your time and energy? What are the most effective ways to participate? The “Technology Twins” present their suggestions for tools and tasks, and invite you to share your success stories and lessons learned, with colleagues in this informal session.
- Suggest creating an ongoing folder of stats (e.g., # of people unemployed, with mental illness, etc.)
- WeChat - China
- What’s the difference between worldwide millenials and US teens/young adults? What does this mean for you?
- 10-1110, Friday
- Know yourself – how do others see you? Adjectives-be authentic, but unique, create a memorable slogan that expresses your mission and purpose; know why you want this to rock, what value do you bring? Know how- colors, content, fonts, which platform Keep it simple, sweety Associate – w/others in field, start with 3C’s: Company, college, colleagues Connect: hashtag holidays-hashtag random holidays w/your brand to increase traffic flow; Use the same professional picture across accounts, same name (Deb v. Debra . Debbie)
- Clientele: - and how I can help Competition: Look at similar blogs, feeds - see who they're linking to-contact them. what's doing well out there?(gaps/opportunities) -goal - others are posting my material, define my goal posts/retweets
- Maybe have them actually do this exercise? Next screen we can show them what’s hot?
- Buzzsumo, whatstrending.com Also, know what’s hot on your campus (dean’s initiatives), in your community, and seek to connect there
- For them, it might be finding people who are passionate about first gen students, or diversity and advocacy, or career transitioners.
- Top SNS (Twitter, FB, Snapchat, LI, Instagram) Hashtags.org
- 80/20 rule – 80% useful, 20% self-promotional-build social authority (take screenshots of praise) Vary it up – go negative (“Avoid this at all costs!”); pictures; reviews; interviews; live stream Infographics Show some behind the scenes stuff (what you do in your down time) Bet on the winning horse. See which topics you publish on that get the most traffic, and repeat. Alexa – order dog treats
- Turn off comments?
- Respond – what did you like, what was most helpful
- Instagram rules; you may not want interactivity – you may not have time for that.
- https://yourescapefrom9to5.com/average-number-of-twitter-followers-is-208-infographic - Average number of Twitter followers (realistic expectations)