social media seminar

Social MediaMartin-Wilbourn Partners

Social Media Users

• Facebook: 1.1 billion users– 1 in 7 humans are on Facebook

• Twitter: 500 million users• Google+: 400 million users• LinkedIn: 200 million users• Instagram: 100 million users• Pinterest: 70 million users

Social Media Minute

• 1.7 million Facebook posts• 100,000 tweets were sent• 48 hours of video uploaded to

YouTube• Four days of YouTube videos are

shared on Twitter• 3,500 check-ins on FourSquare

Social Media Demographics

• 67% of Internet users on social media• Gender– Women 71%– Men 62%

• Age– 18-29 86%– 30-49 73%– 50-64 57%– 65+ 35%


• Ethnicity– Caucasian 65%– African-American 68%–Hispanic 72%

• Education Attainment– College+ 65%– Some College 69%–High School Grad or Less 66%

Facebook

• 1 in 7 humans are on Facebook• Each day users spend 10.5 billion

minutes• 500 million Likes per day• 250 million photos added daily• 1 out of every 7 minutes spent

online is spent on Facebook• 50% of smartphone users connect

every hour of every day

Twitter

• Twitter has more than 500 million users• 120,000 tweets are posted every

second• 340 Million tweets are posted per day• 1 million new accounts created daily• 43% of Americans are exposed to

tweets from traditional media• 53% of users have recommended

companies and products on Twitter

Other Social Networks

• Pinterest is now the third most popular social network– 79% female, 21% male

• Google +1 button is used more than 5 billion times per day to share content

• LinkedIn is the top professional social network in the world– 61% use as their primary professional network

• Instagram has had over one billion photos uploaded

Mobile

• Out of 6 billion people on the planet, 4.8 billion have a mobile device– Only 4.2 billion have a toothbrush

• Individuals interact with their mobiles an average of 40 to 80 times per day

• 91% of mobile Internet access is for social activities

• Mobile users spend 161 million minutes per month on social media

Social Media for Business

• Facebook is the #1 social media marketing tool for brands at 83%– Twitter is second at 53%

• 74% of brand marketers saw an increase in website traffic with six hours per week on social media

Common Issues

Organization & Management• No organization of social media• No editorial schedule for content• No oversight of school-affiliated

pages• Staffing for future management

of student-run accounts

Common Issues

Content & Voice• Quality of content• Inconsistent voice• Focus only on existing students– Potential students & alumni overlooked

• Content is not leading users to website

• Consistency in posting content

Common Issues

Engagement• Customer service is not part of

focus• Pages do not regularly interact

with users• Lack of interaction with other

official pages

Facebook

Arkansas Four-Year Colleges

• All colleges are on social media– All on Facebook

• Public college averages– 11,358 likes on Facebook | 8,687

w/o UA

• Private college averages– 3,378 likes on Facebook

Arkansas Two-Year Colleges

21 of 22 colleges on social media• 21 on Facebook

College averages • 1,994 Likes on Facebook

Facebook

• Setup is overlooked on Facebook• Issues:– Profile photo–Name– URL– About–Website in short description– Customized tabs

Facebook

Profile Images• Issues: – Cutoff image–Not centered– Low-res image–Non-logo

• More than half of two-year colleges have issues with their profile photo

Facebook

Profile Photo• How to set your profile photo

Facebook

Profile Photo

Facebook

URL• How to set your Facebook URL:– Edit Settings > Page Info > Page

Address >

Facebook

About page• Complete all possible sections• Editable sections:–Name, Page Address, Category,

Topics, Subcategories, Address, Start Info, Short Description, Company Overview, Long Description, Mission, Founded, Awards, Products, Phone, Email and Website

Facebook

Short Description• One of the most viewed areas on

a Facebook page• Include your business’s URL–Only three two-year colleges

include a URL in their short description

Facebook

Post Options:• Pin to Top• Highlight• Reposition Photo

Facebook

Pin to Top1. Click the pencil icon in the

upper-right corner of your Page's post

2. Select Pin to Top3. Your pinned post will move to

the top left of your Page's timeline, and an orange flag will appear in upper-right corner

Facebook

Highlight• Feature a post you think is

important• Expand post to widescreen

Facebook

How to Highlight a post:1. Hover over a story on your

Page’s timeline2. Click the star3. If necessary, reposition photo

Facebook

Facebook

Reposition Photo1. Hover over the story and click the

pencil2. Select Reposition Photo3. Click on the photo and drag it into the

position you want4. Click Save to save your changes• You can also select Default Position at

any time to move the photo back to original position

Facebook

Facebook Specs• For full list of Facebook specs,

visit MWPartners.com/FacebookSpecs

Twitter

Arkansas Four-Year Colleges

• All Colleges are on Social Media–One school not on Twitter

• Public College Averages– 4,401 follows on Twitter | 3,731 w/o

UA

• Private College Averages– 1,242 follows on Twitter

Arkansas Two-Year Colleges

21 of 22 Colleges on Social Media• 17 on Twitter

College Averages • 372 Follows on Twitter

Twitter: Super Bowl

• 26 Super Bowl commercials included Twitter references– Four referenced Facebook–One referenced Instagram–One referenced YouTube– Zero referenced Google+

• Twitter increased its hashtag mentions by 300% over previous year’s Super Bowl

Twitter: Super Bowl

Twitter Tips: Branding

• Consistency on Social Networks– Handles– Bios

• Official Page

• Imaging– Profile Photo– Header– Background

Twitter Tips: Organization

• Social Media Directory– Page Managers, Monitoring

• Training

• Editorial Calendar

Twitter Tips: Organization

Twitter Tips: Content

• Consistent posting

• Include links– Tweets with links are three times

more likely to be RT’d

• Be timely


• Posts with more than 118 characters on Twitter have less engagement– Users do not want to read longer tweets, and

retweets with comments are more difficult to retweet

• Grammar matters. Use proper punctuation– Colons and periods are the most commonly

used punctuation– Question marks and semicolons are not

commonly used


• How many tweets per day?– Research indicates 10 to 20 tweets is a good

daily average for brands– Infrequent posts can lead to unengaged

followers– Over-tweeting leads to engaged unfollows

• Engagement is higher on posts with photos– Instagram no longer embeds photos on

Twitter– Twitter has photo filters?


• A common mistake is starting a tweet with @someone for a post meant for the public.–When a tweet begins with

@someone, only the two accounts (one posting and one mentioned) will see the post, along with anyone who follows both.

Social Media Policy

• Do you have a standards & practices for social media?– Is it updated annually?– For page managers and staff

posting content on official social media pages

• What is the worst that could happen?

Social Media Policy

Social Media Policy

• Create a Social Media Standards & Practices Guide– Provides rules for employees– Page managers need expectations

for their work on social media– Involve public relations strategies– Page managers should use separate

mobile Twitter apps for personal and company accounts

Twitter Tips: Hashtags

• The hashtag was first used in August 2007

• A hashtag is a “tag” used to categorize tweets according to topics

• To add a hashtag, you preface the relevant term with pound sign (#)


• It allows people who follow a topic to find your tweet and hopefully follow you

• You can create your own business hashtag

• Be careful of using trending hashtags– Example: #WPS #MWPartners


• Use sparingly & respectfully

• Search a hashtag before using it

• Hashtags provide useful context & cues for topics


• Excessive use causes annoyance, confusion or frustration

• Use hashtags when it adds value, not on every word in a post

• Create an official hashtag for your business


Hashtags are now used on most social networks:

• Facebook• Google+• Instagram• Tumblr• Pinterest

Twitter Tips: Engage

• Communicate with users who engage with and mention your brand

• Negative tweets will happen– Customer service is #1– Respond. Be personable. Be polite.– Next step is to move to phone or email contact

• Follow other users

• Respond to new followers

Twitter Tips: Engage

Martin-Wilbourn Partners• Follow me at @BrentSGambill• Follow us at @MWPartners• Like us at

Facebook.com/MWPartners• Website: MWPartners.com• Blog: MWPartners.com/Podium• Social Network Specs:

MWPartners.com/SocialMediaSpecs