This document provides an overview of social media for educational professionals. It defines social media and discusses major platforms like Facebook, Instagram, YouTube, Snapchat, Twitter, LinkedIn, and WeChat. It outlines trends like increased mobile usage, declining trust in social media, and the rise of video. Survey results show the author's audience's top social media concerns are privacy/security and fake news. The document gives tips for a social media playbook, including following rules, being child-friendly, and posting consistently with a two-way dialogue. It argues social media allows organizations to promote their work if used discerningly.

1. TRULY
SOCIABLE
Unlocked: the secrets to
mastering social media
Education authority
STUART HOWIE
September 2018
© Flame Tree
Media Pty Ltd, 2018

2. ABOUT ME MY MISSION
Power of the microphone

3. MASTERING SOCIAL MEDIA
Today
§ Social media
§ Channels
§ Trends, insights
§ All about trust
§ Your context
§ Snapshot from survey
§ Education setting
§ A playbook
§ Do’s & don’ts
§ Smart tips
§ Opportunities

4. MASTERING SOCIAL MEDIA
Today’s
outcomes
Social media has reached into all of
our lives. The purpose of this session
is to ...
§ better understand social media;
§ put it into context, especially as it
applies to the workplace; and
§ explore what we can do to
harness social media and how to
use it for positive impact.

5. MASTERING SOCIAL MEDIA
Social, huh?
What does the term social media conjure up for you?
#discuss

6. WHAT IS SOCIAL MEDIA?
Definition
Social media can be defined as online
services for discussing, publishing and
sharing information between people and
for creating communities.
This includes platforms/sites for:
§ networking (e.g. Facebook, LinkedIn);
§ sharing video and images (YouTube,
Instagram, Pinterest);
§ microblogging (Twitter, Yammer);
§ distributing content (blogs and wikis).
There’s messenger sites and a range of
other digital video (podcasts) too.

7. Australia: monthly active users – 60
per cent of the population
SOCIAL MEDIA: WHO AM I?
Facebook
The mother of all social media, Facebook is the world’s biggest
content platform. It has more personal data than anyone.
15 million
Globally: monthly active users
2.01 billion
1 in 2
Australians
use it daily*
Biggest bracket,
25-39 year olds
(6.1 million)*
* Social Media Australia Statistics, August 2018
Mission:
Give people the power to
build community and bring
the world closer together
“

8. SOCIAL MEDIA: WHO AM I?
Facebook
§ Conversation, engagement
§ News feed, pages, groups, FB Live
§ Video, images
§ Business
§ Messenger
§ Data and privacy breaches
(Cambridge Analytica)
§ Fake news
§ Algorithm changes
© Flame Tree Media Pty Ltd, 2018

9. Australia: monthly active
users – that’s 1 in 3 of us*
SOCIAL MEDIA: WHO AM I?
Instagram
9 million
Globally: monthly active users
600 million
Instagram has
relatively high
engagement per visit
* Social Media Australia Statistics, August 2018
Instagram has become the home for visual
storytelling for everyone from celebrities,
newsrooms and brands, to teens, musicians
and anyone with a creative passion.“
Instagram is
owned by Facebook
© Flame Tree Media Pty Ltd, 2018

10. Most-followed celebrities
1. Selena Gomez 130m+
2. Cristiano Ronaldo 116m+
3. Ariana Grande 115m+
4. Beyoncé 108m+
5. Kim Kardashian West 104m+
6. Taylor Swift 104m+
7. Kylie Jenner 99.5m+
8. Dwayne Johnson 96m+
9. Justin Bieber 93.9m+
10. Kendall Jenner 84.8m+
Source: Instagram 2017
SOCIAL MEDIA: WHO AM I?
Instagram #loveTop hashtag 2017

11. Australia: unique monthly
visitors*
SOCIAL MEDIA: WHO AM I?
YouTube
15 million
Globally: monthly active users
1.8 billion
YouTube is Google’s biggest
service – the place to truly go viral
* Social Media Australia Statistics, August 2018
Puff:
We believe that everyone deserves to have
a voice, and that the world is a better place
when we listen, share and build community
through our stories.
“
With such huge numbers,
will it rundown Facebook?
Like Facebook, it is
banned in China

12. Australia: monthly active
users*
6.3 million Globally: monthly active users
161 million
* Social Media Australia Statistics, August 2018SOCIAL MEDIA: WHO AM I?
Snapchat
Snapchat is a recreational photo/video sharing platform
for young people.
Snapchat is the home for a host of A-
list celebrities and used for creative
storytelling. A couple of years ago, it
passed Twitter in the fast lane.
Australia: daily average
users*
4.5 million

13. Australia: monthly active
users*
SOCIAL MEDIA: WHO AM I?
Twitter
Twitter is a microblogging site where users can post “tweets”
of up to 280 characters, as well as images and video.
4.7 million
Globally: monthly active
users**
335 million
Donald Trump has
54.1 million followers
* Social Media Australia Statistics, August 2018
** Statista, 2018
Puff:
Twitter is what’s happening in
the world and what people are
talking about right now.
“
Home of intelligentsia
– media, politics etc.

14. Australia: monthly active
users*
SOCIAL MEDIA: WHO AM I?
LinkedIn
LinkedIn is a social network for
professionals that launched in 2003.
4.5 million
Registered users globally
467 million
LinkedIn has a suite
of powerful paid
add-ons
* Social Media Australia Statistics, August 2018
Puff:
The mission of LinkedIn is simple:
connect the world’s professionals
to make them more productive and
successful.
“
Great place to
showcase thought
leadership

15. Australia: monthly active
users*
SOCIAL MEDIA: WHO AM I?
Pinterest
290,000
Globally: monthly active
users**
175 million
* Social Media Australia Statistics, August 2018
Pinterest is where people discover new
ideas and find inspiration to do the things
they love.
“
Pins keep ideas organised. Suited for
crafts, shopping products and similar.
Pinterest’s mostly female audience use
the platform to sell and buy - lots

16. Australia: estimated monthly
active users*
SOCIAL MEDIA: WHO AM I?
WeChat
2.9 million
Globally: monthly active users
1 billion
* Social Media Australia Statistics, August 2018
WeChat is a Chinese multi-purpose messaging,
social media and mobile payment app. It is the
most popular social media platform in China.
38 billion messages are
sent via WeChat each day
98.5 per cent of Chinese
aged 50 to 80 use WeChat
RenRen and Weibo are
also popular with Chinese

17. SOCIAL MEDIA TRENDS: 5 INSIGHTS
Forces of change

18. FACT #1
On average, we
will spend more
than 5 years of
our lives on social
media
- Mediakix, 2017
FACT #2
We spend 135
minutes per
day on social
media
- Statista, 2017
FACT #3
”Pull to refresh”
gives us a
dopamine rush
similar to playing
pokies – or crack
cocaine
FACT #4
All this time on
screen is
changing the
plasticity of our
brains
© Flame Tree Media Pty Ltd, 2018
SOCIAL MEDIA TRENDS: 5 INSIGHTS
1. It’s frying our brains

19. SOCIAL MEDIA TRENDS: 5 INSIGHTS
2. We don’t trust it

20. FACT #2
Every Australian spends
an average of 28 hours
per month on a smart
phone
- Nielson, 2016
SOCIAL MEDIA TRENDS: 5 INSIGHTS
3. Powered
by mobile
FACT #1
Users in affluent countries, touch
their mobile phones 2600 times a day
- The Economist, 2018

21. 5 INSIGHTS ABOUT SOCIAL MEDIA
4. Video
FORECAST
Online videos will account for
more than 80 per cent of all
consumer internet traffic by 2020
- CISCO, 2017

22. SOCIAL MEDIA TRENDS: 5 INSIGHTS
5. Regulation
#discuss

23. VCAA CONTEXT: SURVEY RESULTS
Social: what you use
68% 35% 46%
49%
13%
30%
27%
Respondents could give
more than one answer
© Flame Tree Media Pty Ltd, 2018
14%5%
16%
#discuss

24. VCAA CONTEXT: SURVEY RESULTS
Time spent on social
© Flame Tree Media Pty Ltd, 2018

25. VCAA CONTEXT: SURVEY RESULTS
Social: lack of trust

26. VCAA CONTEXT: SURVEY RESULTS
Social
worries
Overwhelmingly, you were most
concerned about breaches of
privacy and security.
This included worries about being
hacked and identify theft.
You were also troubled by fake news
and “oversharing of rubbish”.
Many of you described incidents
when things went awry.
© Flame Tree Media Pty Ltd, 2018

27. Cyber/data security
paramount1
SOCIAL (MEDIA) ANXIETIES IN YOUR SECTOR
Communication challenges
Privacy: yourselves,
public2 Integrity of
the system3
Red zone of kids
and parents5 Political and
external scrutiny6 Which makes for a naturally
risk adverse climate7
Complexity of
the system4

28. TRULY SOCIABLE
Opportunity knocks
Discerning social media provides your organisation with the ability to tell the
story of the great work it does and to get due recognition.
Don’t hide your light under the bushel!
Most of you think there is an opportunity in this space.
#discuss
To what extent do you believe your organisation is publicly recognised for the
good work it does?

29. TRULY SOCIABLE
WIIFM?
What’s In It For Me?
Discerning, sensible social media
provides the opportunity for staff to be
better recognised.
In turn, they can become thought
leaders in their sector of influence.
This is great for the organisation and
maximises the ability of individuals to
make a difference.

30. YOUR SOCIAL MEDIA PLAYBOOK
1. Follow the rules
72%
“Know enough” about
your policy
20%
What policy?
8%
“Very familiar”
#discuss

31. YOUR SOCIAL MEDIA PLAYBOOK
2. Be legal
As well as your internal rules, other laws
and regulations exist that can have an
impact.
This includes federal and state laws
pertaining to child safety, intellectual
property and copyright, defamation, and
telecommunications.
We are also seeing greater global
regulation of a range of digital activities.

32. YOUR SOCIAL MEDIA PLAYBOOK
3. Be child
friendly

33. YOUR SOCIAL MEDIA PLAYBOOK
4. Unsure?
Stop, check

34. YOUR SOCIAL MEDIA PLAYBOOK
1. Don’t be a d***h***
Instead, be a good digital citizen

35. YOUR SOCIAL MEDIA PLAYBOOK
2. Don’t think you can
do anything privately
#discuss

36. YOUR SOCIAL MEDIA PLAYBOOK
3. Don’t be
bland, boring
& banal

37. YOUR SOCIAL MEDIA PLAYBOOK
4. Don’t
surrender
Sheesh!

38. TRULY SOCIABLE
7 smart social tips
Pick your
platform/s1 Be consistent:
volume, tone2
Quality, not
quantity3 It’s gotta be
two-way4
© Flame Tree Media Pty Ltd, 2018

39. TRULY SOCIABLE
7 smart social tips
Facebook algorithm promotes
groups, video, live. Demotes
businesses, brands, media
5
Post
natively6 Ultimately, social
media controls you7
© Flame Tree Media Pty Ltd, 2018#discuss

40. Finally
If you want to know more, there are plenty
of resources. Try: www.esafety.gov.au
1. Sign up to newsletter at
flametreemedia.com.au
2. Follow us on social media
3. Look out for my book! Very soon ...
The SMART™ methodology (Strategy, Media, Authenticity, Results,
Team) and DIY Newsroom™ are the intellectual property of Flame
Tree Media. © September 2018.