Social media has become an important part of how people access information online. 9 out of 10 internet users visit social networking sites at least monthly. To effectively use social media, organizations should focus on what they can manage, be consistent in their presence, be friendly in their tone, and be careful to avoid mistakes or controversy. They should also look for innovative ways to engage audiences and measure the impact of their efforts. Most importantly, organizations should have fun with social media and allow their use of it to evolve over time through experimentation.

1. Surviving Social Media How to put social media’s powerful tools to work for you

4. Social Media Landscape

5. 9 out of 10 U.S. Internet users visits a social networking site at least once a month Social networking sites accounted for 12% of all time spent online 3 out of every 10 U.S. Internet sessions included a visit to Facebook Source: comScore 2010 U.S. Digital Year in Review Social Media Usage

6. Translation … The people you are trying to reach – prospective students, alums, donors, media, and pretty much everyone else – are using social media. You should be, too.

7. 8 Helpful Social Media Tips Focus on what you can manage Be consistent Be friendly Be careful Be innovative Borrow smartly Measure and adjust Play! Try stuff! Have fun!

8. Focus on whatyou can manage

9. You don’t need and and and … and You only need what you can do well

10. Start small – a blog? a Facebook page? Grow strategically Plan content Learn from mistakes Be flexible – things change quickly Social Media is notfree … It takes time and effort to do well

11. Be consistent

12. You must … Maintain a steady presence Build trust among your followers Give your followers something of value Or else your followers will stop following

13. @UrbanFlatsNash

14. Be friendly

15. Be friendly Most social media users are courteous Some social media sites have their own etiquette – learn it and follow it You are representing your brand Social media is forever If you make people mad, they will gang up on you and you will have a bad day …

16. What not to do: Nestle

17. Be Careful

18. Menus at Denny's encourage fans of the restaurant to "Join the Conversation" and point people to Twitter.com/dennys … Denny’s Use of Twitter

19. … the account of a boy in Taiwan

20. Be careful Avoid typos – it’s not OK If you make a mistake, don’t try to hide it … acknowledge it and move on Avoid controversy whenever possible

21. Kenneth Cole Fashion Nightmare

22. Be innovative

24. Using Facebook, Twitter, YouTube and others More than 180 videos filmed over 3 days In three days, the campaign reached more than 20 million views; in a week, it topped 40 million Sales increased 107% over previous month Old Spice campaign

25. Imitation(Almost as good as innovation!)

26. BYU’s “New Spice” parody

27. Innovation and Imitation

30. Measure what you can

31. Account management tools

32. Measurement tools

33. Facebook posts fare best first thing in the morning or at the end of the day Automatic re-Tweeting of news releases doesn’t move the needle Re-Tweets and mentions of key influencers on Twitter yields more followers What we’ve learned …

34. Have fun

38. Created by LA-based comedian Josh Simpson Followed key influencers Got people’s attention with humor Created awareness of events in the Gulf Built a loyal following, spread virally Turned following into something positive … @BPGlobalPR

39. Raised $20,000 via sale of t-shirts Donated proceedsto the Gulf Restoration Network www.healthygulf.org

40. A comprehensive campaign http://www.mstonerblog.com/

41. Multi-channel social media campaign launched in March 2009 by Oregon State University “You are Powered by Orange – the students, alumni, faculty and friends of Oregon State University – making a positive difference in Oregon and beyond.” -www.poweredbyorange.com What is ‘Powered by Orange’?

42. Components include … PBO website PBO blog Google Map LinkedIn group YouTube channel Facebook page Flickr page Twitter account

44. Do homework Create network of channels Give people easy ways to participate, share Let campaign develop over time “Launch and Learn” strategy Key components http://www.mstonerblog.com/

45. Questions? http://www.slideshare.net/dalexander828/surviving-social-media Dave Alexander New Media Editor Johns Hopkins University School of Nursing dalexander@jhu.edu @JHUNursing /JHUNursing