Social Media: Do we or don't we?

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Overview of social media presented at our unit's communication/advancement meeting.

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  • Social media Migration from print to screen Message control
  • http://www.facebook.com/pages/Seattle-WA/University-of-Washington/8829726273 With Facebook growing another 14.9% from December to January, the site now reaches 68.5 million people each month, versus 58.5 million for MySpace. Data provided by Compete
  • In the same time span, MySpace dropped by 4% and Facebook grew by 228%. Data is from Nielson Online
  • Social Media: Do we or don't we?

    1. 1. Social Networking Based on UW Marketing Roundtable | 3/18/09 Revised by Sophia Agtarap 9/23/09
    2. 2. Why we’re talking about this <ul><li>To help us determine how, or whether, we want to pursue these outlets </li></ul><ul><li>To demonstrate that e-mail and print are not the only means to communicate. </li></ul>
    3. 4. Facebook Facts <ul><li>Launched in Feb. 2004 as a site for university students and faculty; in 2007 opened to all </li></ul><ul><li>Active users </li></ul><ul><ul><li>March 2008: 68 million </li></ul></ul><ul><ul><li>Today: Over 300 million </li></ul></ul><ul><li>Fastest growing demographic </li></ul><ul><ul><li>March 2008: 25 and older </li></ul></ul><ul><ul><li>Today: 35 and older </li></ul></ul>
    4. 5. Facebook Pros <ul><li>You may be ready for Facebook if: </li></ul><ul><li>Your target audience is primarily students or young alumni. </li></ul><ul><li>You have the resources to monitor the page at least 3x a week, answer fan questions, and update it frequently (ideally weekly). </li></ul><ul><li>You have content that is specific to your unit and doesn’t duplicate content on the UW page. </li></ul><ul><li>You have Facebook Friends who will become fans of the page and help promote it. </li></ul><ul><li>You have a strategy for addressing controversies or crises related to your unit that might lead to increased activity on your page. </li></ul>
    5. 6. Facebook Cons <ul><li>You’re not ready for Facebook if: </li></ul><ul><li>Your unit has “control issues” </li></ul><ul><li>You are unwilling to become part of the Facebook community yourself </li></ul><ul><li>You think you can just let your student interns manage it </li></ul><ul><li>You think you can manage it without some student involvement </li></ul>
    6. 7. Examples: UW on Facebook <ul><li>Some of the UW Schools and Departments on Facebook: </li></ul><ul><ul><li>UW page launched: April 2008; 7,000+ fans </li></ul></ul><ul><ul><li>GO-MAP: 187 </li></ul></ul><ul><ul><li>Evans School of Public Affairs: 588 </li></ul></ul><ul><ul><li>UW School of Law: 224 </li></ul></ul><ul><ul><li>UWAA: 2,330 </li></ul></ul><ul><ul><li>Undergraduate Research Program: 144 </li></ul></ul><ul><ul><li>Some of the UW leaders on Facebook: </li></ul></ul><ul><ul><ul><li>Mark Emmert </li></ul></ul></ul><ul><ul><ul><li>Phyllis Wise </li></ul></ul></ul><ul><ul><ul><li>Jim Jiambalvo </li></ul></ul></ul><ul><ul><ul><li>Ana Mari Cauce </li></ul></ul></ul><ul><ul><ul><li>Harry the Husky ! </li></ul></ul></ul>
    7. 9. What the heck is Twitter?! <ul><li>Interactive, personalized news feed & knowledge share </li></ul><ul><li>A place to post text-based status updates—they’re called Tweets ! </li></ul><ul><li>They have to be 140 characters or fewer </li></ul><ul><li>They show up on your profile page and are delivered to other users who have signed up to receive them </li></ul>
    8. 10. Why should I care about Twitter? <ul><li>It grew by 1,382% year-over-year in Feb. </li></ul><ul><li>Estimated 12.1 million users in April 2009 </li></ul><ul><ul><ul><li>60% quit within first month </li></ul></ul></ul><ul><li>Driver of news; traffic to sites </li></ul><ul><li>Fast and easy way to build relationships </li></ul><ul><li>You don’t need to know people’s e-mail addresses to connect with them! </li></ul>2 http://mashable.com/2009/04/28/twitter-quitters/ 1 2 1 http://mashable.com/2009/04/28/twitter-active-users/
    9. 11. Twitter Pros <ul><li>Doesn’t require any technical skills! </li></ul><ul><li>Your org can have an ongoing presence in a Twitter “follower’s” routine </li></ul><ul><li>Typical Twitterers use the site at least daily, often hourly </li></ul><ul><li>Gain insight into the interests of your most engaged constituents </li></ul><ul><li>Your followers can consume your information more easily, unlike a newsletter or a website/blog that requires a user to actively visit it or subscribe. </li></ul>
    10. 12. Twitter Cons <ul><li>Requires very regular maintenance—at least 3x a week; daily, if possible </li></ul><ul><li>140-character limit </li></ul><ul><li>As Twitter usage increases, so does the number of tweets you have to compete with </li></ul>
    11. 13. Best Uses for Twitter <ul><li>News & event updates </li></ul><ul><li>Emergency announcements </li></ul><ul><li>Play-by-play reporting from conferences, lectures, sporting events, etc. </li></ul><ul><li>To encourage conversation with and input from followers </li></ul><ul><li>Eyewitness accounts (i.e. breaking news) </li></ul>
    12. 14. Examples: UW on Twitter <ul><li>UWNews: http://twitter.com/uwnews </li></ul><ul><li>GO-MAP: http://twitter.com/UWgomap </li></ul><ul><li>UWTV: http://twitter.com/UWTV </li></ul><ul><li>The Daily: http://twitter.com/thedaily </li></ul><ul><li>The Henry: http://twitter.com/henryartgallery </li></ul><ul><li>UW Career Center: http://twitter.com/uwcareercenter </li></ul><ul><li>School of Public Health: http://twitter.com/uwsph </li></ul><ul><li>Cliff Mass: http://twitter.com/cliffmass </li></ul>
    13. 15. How Athletics Uses Twitter <ul><li>Started using it in Jan. 2009 </li></ul><ul><li>To push news, including insider news </li></ul><ul><li>To encourage fan engagement </li></ul><ul><li>Accounts include: </li></ul><ul><ul><li>General UW Athletics </li></ul></ul><ul><ul><li>Football Coach Steve Sarkisian </li></ul></ul><ul><ul><li>Volleyball </li></ul></ul><ul><ul><li>Crew </li></ul></ul><ul><ul><li>Softball </li></ul></ul>
    14. 17. What is LinkedIn <ul><li>A site for professional networking </li></ul><ul><li>Users post resumes, recommend colleagues’ job skills; knowledge share </li></ul><ul><li>Users: May 2009: 11M in US; 19.6M globally </li></ul><ul><li>Traffic: 50M in US; 87M globally </li></ul><ul><li>Organizations create groups to bring together people who want to be associated with their brand </li></ul>
    15. 18. Examples: Uses of LinkedIn <ul><li>For Q&A opportunities </li></ul><ul><li>Monitor the competition </li></ul><ul><li>Facilitate networking </li></ul><ul><li>Provide profile information, like statistics, demographics, key links </li></ul>
    16. 19. Examples: UW on LinkedIn <ul><li>University of Washington (Seattle, Bothell) </li></ul><ul><li>Foster School </li></ul><ul><li>UW Medicine </li></ul><ul><li>School of Law </li></ul><ul><li>iSchool </li></ul><ul><li>Libraries </li></ul><ul><li>Alumni Group (not run by UWAA) </li></ul>
    17. 20. Social Networking Resources <ul><li>See post on our intranet team site for higher education and non profit resources </li></ul><ul><li>Sophia Agtarap’s higher education/social media blog: sophiakristina.wordpress.com </li></ul>

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