Slides for the short course Introduction to Social Media at Queensland University of Technology, by Axel Bruns and Linda Elen Olsen.

1. Introduction to Social Media
Assoc. Prof. Axel Bruns
ARC Centre of Excellence for Creative Industries and Innovation
Queensland University of Technology, Brisbane, Australia
a.bruns@qut.edu.au – @snurb_dot_info
http://mappingonlinepublics.net/
Linda Elen Olsen
University of Bergen, Norway
linda.olsen@infomedia.uib.no - @lindaeo
http://mappingonlinepublics.net/

2. SOCIAL MEDIA: SOME BASIC TIPS
http://mappingonlinepublics.net/

3. Some Basics
o Profile:
o Customise, personalise – but keep it simple
o Be recognisable – establish one identity across all platforms
o Avoid gimmicks (and potential security risks) – e.g. add-on apps
o Content:
o For professional use: keep focussed, post regularly
o Posting the same content across multiple platforms?
o Be personable, but professional – stay on message
o Network:
o Facebook: use pages to allow users to subscribe by liking you
o Twitter: follow back everyone / some / nobody?
o LinkedIn: don‟t be desperate – connect judiciously
http://mappingonlinepublics.net/

4. The Social Dimension
o Interactions with other users:
o Avoid using social media as just another PR channel
o Design messages to be shared / passed along / retweeted by others
o Monitor and respond to comments, avoid boilerplates
o If you don‟t know, say so – don‟t make things up
o Anticipate critical views, and engage with them
o Keep comments closed where necessary, open where possible
o Delete comments only in extreme cases (and be transparent about it)
o Show a sense of humour – especially around spoofs and parodies
o Beware the Streisand effect!
http://mappingonlinepublics.net/

5. NETWORKING AND CONNECTING
http://mappingonlinepublics.net/

6. Audiences?
o Attracting a social media
audience:
o Be interesting
o Be entertaining
o Be insightful
o Be consistent
o Be active
o Be transparent
o Be accessible
http://mappingonlinepublics.net/

7. Followers?
o Connecting with followers,
friends, fans:
o Engage
o Respond
o Converse
o Enthuse
o Enlist
o Bond
o Reciprocate
o Support
http://mappingonlinepublics.net/

8. Influencers?
o Drawing on influential
followers / connections:
o Build close relationships
with key followers
o Encourage message
dissemination (retweets /
shares / …)
o Ask for help (“Pls RT.”)
o Quid pro quo –
reciprocate where
possible
http://mappingonlinepublics.net/

9. #kony2012
http://mappingonlinepublics.net/

10. #kony2012

11. Questions
o How do you attract an
audience?
o Consistence, persistence,
steady growth
o Be proactive – go out and
connect with others
o Avoid „guaranteed
followback‟ scams!
http://mappingonlinepublics.net/

12. Questions
o How do you engage with your followers?
o Follow back?
o Respond where possible
o Remain calm and friendly, ignore trolls
http://mappingonlinepublics.net/

13. Questions
o How do you identify
influencers?
o Track your followers, likes,
@mentions, retweets, …
o Check their profiles – who
are they? who follows
them?
o Track your stats – impact of
key followers‟ actions?
o Follow, read, see who keeps
showing up!
http://mappingonlinepublics.net/

14. SOCIAL MEDIA ANALYTICS
http://mappingonlinepublics.net/

15. LINKEDIN AND FACEBOOK ANALYTICS
22.01.2013
Linda Elen Olsen

16. LINKEDIN
• Profile
• Network
• Groups
• Polls
• InMaps

17. PROFILE

18. NETWORK

19. GROUPS

20. GROUPS

21. GROUPS

22. GROUPS

23. POLLS

24. POLLS

25. INMAPS
http://inmaps.linkedinlabs.com

26. FACEBOOK
• Pages
• Plugins
• Ads
• Polls

27. FACEBOOK
www.facebook.com/busines
s

28. FACEBOOK PAGES

29. INSIGHTS FOR PAGES

30. INSIGHTS FOR PAGES
• Page posts
• Like sources
• Frequency and reach
• Page views
• Demographics

31. INSIGHTS FOR PAGES

32. INSIGHTS FOR PAGES

33. INSIGHTS FOR PAGES

34. INSIGHTS FOR PAGES

35. SOCIAL PLUGINS
• Insights for Websites
• Insights for Applications

36. PLUGINS FOR WEBSITES

37. APPLICATIONS

38. ADS
• Advertising performance
• Responder demographics
• Responder profiles
• And more...

39. ADS

40. POLLS

41. POLLS

42. SOCIALDON.COM

43. FACEBOOK GRAPH SEARCH

44. TWITTER
http://mappingonlinepublics.net/

46. Twitonomy
http://mappingonlinepublics.net/

47. SCENARIO WORKSHOP
http://mappingonlinepublics.net/

48. Managing a Community
o Scenario workshop:
o You run the Facebook page for the Brissie Bike Hubbb – a local
community of bicycling enthusiasts. You keep getting a few
disruptions, though:
o activists who want to lobby the Lord Mayor to include helmets
with the urban rental bikes;
o extreme bikers who posts photos of themselves doing crazy and
dangerous stunts;
o motorists who drop by and abuse the community.
What do you do? How do you deal with these disruptions (pick
any one, or – for the adventurous – try to solve them all)?
o Hint: perhaps you need a mission statement:
Are you an activist group? A family organisation?
http://mappingonlinepublics.net/

49. HOOTSUITE
http://mappingonlinepublics.net/

50. Twitter Client Apps
o Various options:
o Tweetdeck, Seesmic, Hootsuite, …
o Cross-platform availability: desktop, browser, iPhone, iPad, Android, …
o Key additional functionality:
o Image / video upload
o URL shortening
o Multi-network cross-posting
o …
o Other features:
o Browser plugins
o Message scheduling
o Multi-account, multi-user scenarios
http://mappingonlinepublics.net/

51. Hootsuite
o Multi-platform:
o Twitter, Facebook (incl. groups, pages), LinkedIn
o Google+ pages, Flickr plugin, YouTube plugin
o Multi-account:
o Manage multiple accounts from the same app
o Team collaboration in managing one account
o Built-in analytics
o Freemium model: basic functions free
http://mappingonlinepublics.net/