strategic social media - final - precision marketing group · 456 interviews during the november to...

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http://web.vanderbilt.edu/resources/social-media-handbook/appendix-a/

This is not an esoteric class on strategy – though called strategic social

media management the focus is on the real problems organizations have

when developing a successful social media program and how you can “nip

those in the bud” now…ideally these are items you focus on at the beginning

of your program but they can be addressed at any time

Copyright 2012 Precision Marketing Group,

LLC. All Rights Reserved.

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No vision – not tied to departmental objectives – why are you doing this

Fear of failure – once read, be stubborn with your vision but flexible with your

plan – you will try things and they will not work, that’s ok

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Can everyone answer the question – why are we doing social media? With this vision in

mind, think about how you will measure it…

Keep it simple, this does not need to be a multi-week or even multi-day process. What is the

mission and vision of the department and how do you want social media to support it?

Simple is better.

Without this you do not know if you are successful and what it is that makes you not

successful

http://searchenginewatch.com/article/2066784/Be-Stubborn-With-Your-Social-Media-Vision-

but-Flexible-With-Your-Plan

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The best article we have found on measuring what matters. http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

• Conversation Rate = # of Audience Comments (or Replies) Per Post

• Amplification

• On Twitter: Amplification = # of Retweets Per Tweet

• On Facebook, Google Plus: Amplification = # of Shares Per Post

• On a blog, YouTube: Amplification = # of Share Clicks Per Post (or Video)

• Applause

• On Twitter: Applause Rate = # of Favorite Clicks Per Post

• On Facebook: Applause Rate = # of Likes Per Post

• On Google Plus: Applause Rate = # of +1s Per Post

• On a Blog, YouTube: Applause Rate = # of +1s and Likes Per Post (or video)

• Economic Value = Sum of Short and Long Term Revenue and Cost Savings

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Though different issues, these are related so we will talk about them

together. And these are directly related to the previous point of lack of vision.

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Create an event to launch your social media efforts – explain the vision, explain the tools

you are using and why, give examples of other schools/departments

Let everyone know how they can make a difference – A great business example from

Marcus Sheridan “To make this happen, we brainstormed as a group (about 60 people in

this case) the common questions received each day from prospects and customers. Within

30 minutes and after much participation and enthusiasm from the entire group, we had well

over 100 common questions. Later on, the CMO turned each one of these questions into the

title of a blog post, and assigned each article to different employees, with corresponding due

dates for each.”

Consider and internal newsletter and include things like

• Positive comments

• Great articles, tweets, facebook posts (and the person who made them)

• Social media traffic and change over time

• Metrics

• Your “Why”

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Social Media Examiner 2012 Study: Social media marketing still takes a lot of time

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One way communication

Seed the discussion

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So what is context: relevant to your channel, relevant your audience (needs to appeal to one

“tribe” – so for example, if you are sending information on education or family research on

Facebook make it personal since people are on Facebook for very social and personal

reasons), current

It is not just about pushing content, recycling content, sharing links – create value by

understanding the context of the content and how it connects with your followers. The

metrics we discussed earlier will help you with this.

Make your content actionable, make the context actionable. Its ok to tell people what to do

next…

When starting out think about integrating your email newsletter into your social media –

share a round up of this months posts or this weeks conversations



To accompany the video webcast of its main 2009 commencement

ceremony, Vanderbilt University (@VanderbiltU) designated a page on its

website that gathered commencement tweets that included the #vu2009

hashtag. This allowed students and others to report on the commencement

happenings as they were being attended. (Example: “Can I just record the

applause and play it back everytime I’m supposed to clap? My hands r tired.

#vu2009” via @triciafields).

“Some students check their Facebook more often than their school's e-mail

accounts,” said Nyleva Corley, the Web and social media manager in the

public affairs office at University of Texas (@UTAustin).

Corley said that when the school had a case of H1N1 flu (previously known

as swine flu) this past spring, they used Twitter to notify the community of

the case as well as pointing them to information and resources.



Stanford: Facebook office hours are something of a four-part process. First,

a Facebook note is posted promoting and describing the professor or faculty

member hosting the “office hours.” Then a video is posted with the faculty

member talking about their research or work (or that of their department).

Next, fans then have a chance to ask the hosting member questions via

comments. Finally, the faculty member answers questions through a second

video, often addressing those commenting by name.



Harvard University consistently posts and engages with its 1.8 million fans.

A unique aspect of its social media campaign is that the university is also on

iTunes taking engagement to another level, letting students know they can

download and subscribe to one of its classes for free. Use your social media

platforms to inform.



What are people talking about? What are they saying about you?

Listening isn’t about simply capturing those posts in a listening platform, it’s

about paying attention to the information you glean from those posts and

acting accordingly.

This is the basis of defining your content calendar.

Conversations you observe will help you define your campaigns, your

response strategies, and engage your audience

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456 Interviews during the November to May 2010-2011 academic year –

100% of Universities are using social media.

A 2012 study by Sociagility put Harvard at the top of the list of US and UK

schools that are best at using social media – “The results are determined by

how each school attracted attention to its social media pages -- based on

site traffic, followers, views and engagement -- as well as receptiveness to

listening to comments, interaction, network reach and trust.” Reported on

Mashable.com www.mashable.com/2012/03/30/universities-social-media-

savvy

Another study by Unigo in 2012 put Harvard 3rd --

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