Welcome to Social Media Bootcamp #wm smug Sponsored by theW&M Social Media Users Group (SMUG)
The Plan• Social Media Strategy• Facebook Basics• Twitter Basics• Content Tips & General Advice• ...plus lots of breaks and questions
"If you dont know whereyoure going, any road will get you there.”(paraphrase of) The Cheshire Cat, Alice in Wonderland (via Susan Evans, mStoner)
Who are you trying to connect with? Answering this question ﬁrst will help guide everything else General Public Current Students AlumniProspective Students Parents Peer Organizations
Where is your target audience?• 2/3 of all internet users use social networking sites• 83% of ages 18-29
What are your goals for using social media?Engage and connect with your audience Humanize & give personality to your organizationGenerate brand awareness Publicize events and promotionsDisseminate important information quickly
What are users looking for 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.comCustomer 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
Is your audience on social media?Do your social media goalsline up with your audience’s? If so...
Choose your tool...wiselyNot all online messaging tools are the same ≠ ≠ ≠ You must tailor your strategy and message for each platform, its strengths and its audience
Questions? (followed by a 5 minute break)During the break maybe try and write down... Who is your target audience What goals do you want to achieve with social media? What information do you have to share that’s unique and interesting?
The driving force of Facebook News feed is a regularly updating list of stories from friends, pages, and other connections, like groups and events. People can like or comment on what they see. Each person’s news feed is personalized* based on their interests and the sharing activity of their friends. * A ranking algorithm (known as EdgeRank) is usedto selectively show what it determines is most relevant to you, not all posts appear in the News Feed.
Proﬁle• Used for real people*• User controls what information is public or private• Must friend the person to see the majority of information and posts * Avoid creating fake accounts - they violate Facebook’s usage policy and can be deleted at any time
Group• For small group communication around a common interest• Open, closed or secret• Members and/or admins can share updates, photos and documents• Members notiﬁed of updates, if under 5,000 members can send email• A Facebook account is required to see any content
Page• Organizations, businesses, celebrities and brands• Anyone can like a page, will get updates in their news feed• Managed by one or more administrators who can post, like, comment and share as the page• All posts are public, users do not have to log in to see your page
Which should you use?* Page Group*In most cases...as always, there are some exceptions
Choosing a Name for your Page Choose wisely and type carefully... Facebook doesn’t allow you to change your name once you’ve set it (without jumping through a lot of hoops) Try to include “William & Mary” or “W&M”in your Page Name (not “William and Mary” or “WM”)
Pick a username Page URL: Page Name: William & Mary http://www.facebook.com/ pages/William-Mary-Creative- Creative Services Services/123456789098765Go To: http://www.facebook.com/username http://www.facebook.com/wmcreative • Provides an easier to read (and remember) URL • Need 25 fans to set username.You can change it once. • Try to use the same username across social media sites • Include “wm” at the beginning or end if possible
Page Cover Proﬁle Cover Photo 851 x 315px Photo160 x 160px Page Name About Section Views & Apps
TimelinePosts by Page Posts by Others Likes by Page
Types of Page Posts(Highlighted) Photo post Post (with Link) Milestone (Pinned) Event
Tagging other Pages in a Post • Type @ followed by the name of the page • Creates a link to that page • Post appears on the tagged page’s activity stream • Provides publicity for you and that page
User Interactions with a Post more Share weight in FB EdgeRankComment user effort Like Click less
Facebook Strengths 1 billionactive monthly users Post appears in News Feed Easy to interact Generates likes, Visually comments, shares focused
Questions?(followed by a 10-15 minute break) During the break maybe peruseyour organization’s Facebook Page... Fill in your About section Update your cover photo Pin or highlight a post Add a milestone Skim through your Activity Log
@username list retweet tweet follow#hashtag 140 characters Twitter Basics
Twitter is...“...like being delivered a newspaper whoseheadlines you always ﬁnd interesting - youcan discover news as it’s happening, learnmore about topics that are important to you,and get the inside scoop in real time.” -How is [Twitter] Useful? twitter.com
Your Username/Handle * @ wm_creative http://www.twitter.com/ wm_creative• Uniquely identiﬁes you on Twitter• Fewer than 15 characters• Only letters, numbers and underscore “_”• Cannot contain “admin” or “Twitter” * Again, for ofﬁcial accounts, try to include “wm” either at the beginning or end of the handle
Your “Real” Name * Username @wm_creative Name WM Creative Services• Displayed on your proﬁle page & elsewhere• Does not have to be unique• Fewer than 20 characters * For ofﬁcial accounts, try to include W&M (not WM). If you don’t have room, mention it in your bio.
Twitter proﬁle page Proﬁle photo 81 x 81px160 char bioMention W&Mand “ofﬁcial” if applicable Header Location and photo website520 x 260px
What’s a Tweet? Your post on Twitter in140 characters (or less) Text only With a photo or video With a link (some with “Twitter Cards”)
Following along Your (@wmsquirrel’s) Timeline@common_squirrel’s Timeline
ListsA curated group of Twitter users W&M has two public Twitter lists: Ofﬁcial-ish and Unofﬁcial
Time to interact @mention @replyPublic tweet, seen by all of your followers in their timelines Only seen by those who follow both you and the user you’re replying toDirect Message (DM) Private message between two users
Retweet (RT) Web Retweet (via twitter.com)Manual Retweet (using RT) Retweet with comment (and mention)
#hashtags• # followed by any word or phrase (no spaces)• Used to categorize tweets, appear in searches• Use capital letters to differentiate words• Research before use Ofﬁcial W&M Hashtag list: www.wm.edu/hashtags
Twitter Strengths Real-time information Concise communicationTrackable and theme-driven using hashtags and search
Questions? (followed by a 10-15 minute break)During the break maybe look around on Twitter... Upload a header photo or background Search for Twitter users and hashtags in your ﬁeld Create a Twitter list Subscribe to W&M’s Twitter lists
Start by listeningListening will help you... • Understand your audience (and what they’re saying about you) • Learn what your audience likes • Use social media as a conversation not a broadcast toolOpen Your Ears, Ma’ayan Plaut
What interesting, usefuland relevant information do you have to share?
Content Tips• Provide some benefit in exchange for users’ attention• Ask meaningful questions• Stay on topic, relate each post back to your organization or institution in some way• Use a conversational tone, social media is not a formal platform
Photos• Photos do not have to be professionally done, just a well-taken photo (in focus, etc.)• Rotate banner photos with events, seasons• Caption all images to provide context, attribution View of the Wren Yard and Sunken Garden via @william_and_mary Instagram
Event Publicity• Create a Facebook Event (rough RSVP count, questions)• Offer insiders’ information (e.g. early ticket access)• Provide behind the scenes photos, videos and stories• Promote a hashtag, put it everywhere• During and after the event, save activity in Storify
Facebook Contests • Must release Facebook from any afﬁliation with the promotion • Do not involve native Facebook actions (like, comment, share) • Use a third party app for the contestFor more details: http://www.insidefacebook.com/2013/02/15/guest-post- in-2013-many-businesses-are-still-running-illegal-contests-on-facebook/
Before hitting “Send”• Don’t say anything online you wouldn’t want permanently recorded and associated with your organization• Be just as courteous and respectful online as in person (no vulgarities, etc.)• Always pause, reread, and check your facts, grammar, and tone
Do not engage the trollstroll (pron.: /ˈtroʊl/, / ˈtrɒl/) Often the community will someone who posts self-correct and self-police inflammatory, extraneous, or off-topic messages in an online community...with the primary intent ofprovoking readers into an emotional response or of otherwise disruptingnormal on-topic discussion. Courtesy of wikipedia.com
Don’t let spam accumulate Comments Photos Posts by Others Recommendations Twitter Followers What constitutes spam?Off topic, with no attempt to mentionor reference your organization or ﬁeld Refer to theSelling or promoting products/ventures W&M Comment Policy(with no relation or reference to your www.wm.edu/organization or ﬁeld) social-media-comment-policyInﬂammatory, derogatory, profane,duplicate...
Proﬁle Images• Create a square image (don’t rely on auto-cropping)• Choose something that uniquely identiﬁes your organization (avoid using just a W&M mark) * Photo of your staff, building, subject area• Select something that will be recognizable when shown as a tiny square image * Can use an existing logo if you have it, but do not createsomething new, new visual identity guidelines will be coming soon
How will people ﬁnd you? Via your website Like/Follow Similar/relevant accounts Share/Retweet Updates from othersW&M Social Media Directory Tag/Mention @williamandmary Hashtag #wmgrad
Updating your website? Make your content social• Create content your audience wants to share• Use a catchy headline that can be part of a post• Include a photo or video on your page• Include a Share Bar on your page For more: Make Content More Social
Who is your “social media person”?• Designate someone who is responsible for (and has time for) updating, monitoring and maintaining the accounts• Should have the permission/authority to speak on behalf of your organization• Make sure there’s one other person with access to the accounts for backup
Managing Your Social Media Time At minimum... 30 minutes 5 minutes once a week twice a day to plan posts to monitor page and answer questionsCan schedule posts with Facebook, HootSuite or TweetDeck but be prepared for conversations daily
When will you post (and how often)? At minimum... 1x 3xper week per weekWhen is your audience most active online? Try different times of day and days of the week to ﬁnd what works best
How will you determine success? ~9,000 students, faculty & staff 90,418 active alumni Set measurable & realistic goals Attract X new fans or followers Get Y comments, retweets or shares on your posts Increase website trafﬁc from social media by Z%Success will not happen overnight, but if you don’t track something, you’ll never know how you’re doing.
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
Thank You Tiffany Broadbent Beker firstname.lastname@example.org or @tb623 Creative Servicescreative@wm.edu or @wm_creative