Presented by Matthew J. Adams, College of LS&A Web services specialist.
The social media survey is a truly collaborative effort of the Trends and Tech Social
Media team. I want to start by thanking members of the TnT committee and ask
them to stand before we get into the rest of the survey.
In the next 25 minutes or so, we’ll review the highlights of the survey results and
begin (really) a conversation that may help you tweak your approach to social
The survey was administered via email to around 600 names in the Communicators
Form in September, 2010 with some interesting results
76 people responded for a 13% response rate with some pretty clear information…
Video of Rumsfeld from here: http://www.youtube.com/watch?v=QaxqUDd4fiw
So, what did we know going into the survey?
•that there was a ton happening in the arena of social media at the U of MI.
•that people were embracing it to some degree
•that there were concerns about embracing it
•Communicators forum was, in general, requesting education about the matter
What did we uncover in the survey that we already knew?
•The three top descriptions participants chose to identify their roles were marketing
(37/49%), communications (61/80%) and management (15/20%). Respondents
could choose more than one description.
•You use social media nearly as much for work as you do for play…
And now for a little exercise…
1. Everyone stand up.
2. If your work tasks include social media communication or marketing less than 20
minutes a day, please sit down
3. Those of you still standing, raise your hand if your work tasks include social
media communication or marketing more than 90 minutes/day
•75% of respondents are spending at least 2‐4 hours a week (25‐50 min/day)
•24% are spending 60‐80 minutes a day.
•More than 10% are spending more than 9 hours a week (1.8 hrs/day).
As far as what social media technology you’re spending your time on…any
guesses…I mean, you already know that…
For the most part this was true for both primary and secondary audiences…the leaders in
those categories were Primary: General Population and Secondary: Current Students…
In other words, stuff we really learned from this…
While you may not be surprised at this chart, if I add a little context it suddenly gets more
You may recall that the scale for this question was “never heard of it, familiar, using it
regularly, and integrating it strategically”
This chart actually represents the combined numbers for respondents who report
they use these tools “regularly” or “strategically”they use these tools regularly or strategically.
Most respondents feel that they are effectively engaging their audience using their
preferred social medium. While the final aggregate score was around 52, this chart
demonstrates that a significant portion of respondents thought their effectiveness
was higher than that.
I believe we have a couple of individuals who have volunteered to share their success
stories with us…
We learned that there’s stuff we don’t really know…haven’t figured out yet…these points
are really a call to action, I’m guessing you’ll see what comes next from the Social Media
trends and Tech team and, perhaps, OVPC begins to really address this…personally, I think
this section is what demonstrates to us that we are truly in the adolescence of social media
adoption at the university.
Effectiveness and strategy go hand in hand. The survey revealed that 81% of you felt
your use of social media at work was strategic…and at least 50% effective in
reaching our primary and secondary audiences, but we don’t know , know because
77% report never or infrequently…so how do we know we’re impactful? How do we
know what to change?
In other words, “I think I’m being strategic and successful, but I’m not really
measuring it…and I’m not really sure I want anyone to ask.” = teenage adolescence?
Finally we can talk about the things you (and I mean we) don’t really know about social
media…the question about concern raised three key elements…that followed through
…what you want to learn more about…As this was discussed in pretty good detail at many
of the TnT meetings, we feel these are the main elements of any M/C plan IF IT IS GOING
TO BE STRATEGIC…which begs two questions
1. Is it a part of your strategic marketing plan? Being scrutinized by audience? Wrapped
into your event planning? Elevated to the level of direct mailing or advertising when
2 What can be done to make some of these unknowns known?2. What can be done to make some of these unknowns known?
Certainly the Communicators Forum is a part, and we in the Technology and Trends group
are in the final planning stages of creating an online place for us to share what’s
happening around our table, successes and best practices.
But one other thing I wanted to offer and place before you was the importance of various
opportunities to participate in a “Community of Practice”…a place to talk about trends
and share success stories and….failures…in an effort to truly grow in this area.
If you’d like more information about how to joint TnT, please see one of us after and give us
your business card/e‐mail
TnT is such a group…and perhaps more need to be created around specific topics orTnT is such a group…and perhaps more need to be created around specific topics or
primary audiences or that would begin to fill in some of these known unknowns.