The document provides guidance for using social media effectively. It begins by emphasizing the importance of defining goals and audience before choosing tools. It then discusses which social media platforms different age groups use and why organizations use social media. The document recommends tailoring messages to different social media tools and crafting engaging content that provides value to users. It also stresses the importance of promoting awareness of events and services while providing good customer service. Finally, it provides tips on finding audiences, managing time spent on social media, and focusing on quality over quantity of followers.

1. Stepping forward into
social media
It’s a brave new world...
but not as foreign as you think
Tiffany Broadbent Beker
Social Media Coordinator (& Web Programmer)
Office of Creative Services
College of William & Mary

2. Goals before Tools
• Who are you trying to connect with?
• What information do you want to communicate?
• Why are you using social media versus another tool?
• How can your fans find your page and its content?
• When will you post and how often?

3. Who is your audience?
• 2/3 of all internet
users use social
networking sites
• 83% of ages 18-29

4. Publicize events
Develop
& promotions
brand affinity
Generate public
awareness
Why do you want
to use social media?
Promote products
or services
Interact with
customers

5. What do users want from
a business on social media?
Interesting Updates Show Brand Loyalty
People want to share 58% Like a business’
cool stuff with their Facebook Page because
friends, family & peers they are a customer
Source: adage.com
Customer Service Rewards
47% of users engage in 57% want to receive
customer service via discounts and promotions
social media Source: adage.com
Source: brandwatch.com

6. Choose your tool
Not all online messaging tools are the same
≠ ≠ ≠
You must tailor the message for each

7. Craft your message
Based on what your goals are
& what customers want to see

8. Show some personality

9. Promote Awareness
of Products & Services

10. Feature Events & Promotions

11. Customer Service
Answer questions
Share relevant information
from other sources

12. What do you say?
(and How?)
• Provide some benefit in exchange for
users’ attention
• Stay on topic, relate each post back to
your organization or W&M in some way
• Use a conversational, more accessible
tone, social media is not a formal platform

13. How will people find you?
Via the W&M website Like or Follow
Similar/relevant accounts
Share/Retweet
Updates from others
Mention
@williamandmary
Hashtag
#wmcharterday

14. Managing Your
Social Media Time
30 minutes 5 minutes
once a week twice a day
to monitor page and
to plan posts
answer questions
Can schedule posts with Facebook,
HootSuite or TweetDeck
(but be prepared for conversations daily)

15. It’s not all about the numbers
100 > 10,000
dedicated & indifferent
engaged users followers
Create interesting & engaging posts
that people want to share,
and they will generate publicity for you

16. Thank You
tlbroa@wm.edu
@tb623 on Twitter
or
creative@wm.edu
@wm_creative