Download - Surviving Social Media
Surviving Social Media
How to put social media’s powerful tools to work for you
Social Media Landscape
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
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.
Translation …
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 Helpful Social Media Tips
Focus on whatyou can manage
and You don’t need
and and and …
You only need what you can do well
Start small – a blog? a Facebook page?
Grow strategically Plan content Learn from mistakes Be flexible – things change quickly
Social Media is not free …It takes time and effort to do well
Be consistent
You must …
Maintain a steady presence Build trust among your followers Give your followers something of value
Or else your followers will stop following
@UrbanFlatsNash
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 …
Be friendly
What not to do: Nestle
Be Careful
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
… the account of a boy in Taiwan
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
Be careful
Kenneth Cole Fashion Nightmare
Be innovative
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
Imitation
(Almost as good as
innovation!)
BYU’s “New Spice” parody
Innovation and Imitation
Measure what you can
Account management tools
Measurement tools
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 …
Have fun
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
Raised $20,000 via sale of t-shirts
Donated proceedsto the Gulf Restoration Network
www.healthygulf.org
A comprehensive campaign
http://www.mstonerblog.com/
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’?
PBO website PBO blog Google Map LinkedIn group YouTube channel Facebook page Flickr page Twitter account
Components include …
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/
Dave AlexanderNew Media EditorJohns Hopkins UniversitySchool of [email protected]
Questions?
@JHUNursing
/JHUNursing
http://www.slideshare.net/dalexander828/surviving-social-media
