Centralized or Decentralized: The Hybrid Social Media Strategy

Centralized or Decentralized

The Hybrid Social Media Strategy

Tuesday, August 5th 2014

Chris Barrows Social Media and Mobile Products Coordinator (New York University)

#hybridsocial#eduweb14 |

Who Am I?

@CBarrows

Photo Credit: Sy Abudu #hybridsocial#eduweb14 |

Digital Communications Group

www.nyu.edu/digicomm

Flickr User: DSkley #hybridsocial#eduweb14 |

Get To Know New York University

Photo credit: Nick Johnson #hybridsocial#eduweb14 |

NYU Schools

Flickr User: Klingon65

14 Schools, Colleges, and Divisions

19,401 Undergraduate Students

18,990 Graduate and Professional Students

470,000 Alumni

#hybridsocial#eduweb14 |

Global Sites and Study Away Locations

Graphic Credit: Mark Courtney #hybridsocial#eduweb14 |

NYU Accounts (Facebook and Twitter)

630 Facebook Accounts

629 Twitter Accounts

DATA: (UPDATED JULY 2014)*

0

175

350

525

700

Facebook Twitter

#hybridsocial#eduweb14 |

Flickr User: Tasayu

Looking BackWhere Was NYU on Social Media?

#hybridsocial#eduweb14 |

Lagging, not Leading

Flickr User: ChasingFun #hybridsocial#eduweb14 |

?IS OUR CURRENT STRATEGY WORKING?

#hybridsocial#eduweb14 |

?ARE WE EFFECTIVELY COMMUNICATING WITH OUR COLLEAGUES ACROSS THE UNIVERSITY?

#hybridsocial#eduweb14 |

?COULD YOU REALISTICALLY LEAD ALL MANAGEMENT OF SOCIAL MEDIA CENTRALLY FOR THE ORGANIZATION?

#hybridsocial#eduweb14 |

Thinking Hybrid

Flickr User: jDevaun #hybridsocial#eduweb14 |

Setting Goals

• Build A More Successful Flow of Communication

• Enhance Social Media Culture at NYU

• Increase Cross School/Organization Collaboration

Flickr User: Keylosa #hybridsocial#eduweb14 |

Steps to Building A Hybrid Strategy

Flickr User: MelusinaParkin

1. Start With A Strong Foundation

2. Build A Communication Strategy

3. Open and Establish Communication 4. Foster Community

#hybridsocial#eduweb14 |

Hybrid Strategy Step 1Start With A Strong Foundation

Flickr User: pareeerica

• Document Strategy• Social Style Guide• One-Pager Help Guides

#hybridsocial#eduweb14 |

YOU are a resource

Flickr User: Jiuck #hybridsocial#eduweb14 |

Take the Lead

Flickr User: Lumaxart #hybridsocial#eduweb14 |

Be Seen and Earn Trust

Flickr User: Glasgowamateur #hybridsocial#eduweb14 |

NYU Social Media Webpage

Source: Flickr User: dskley

www.nyu.edu/socialmedia

#hybridsocial#eduweb14 |

Steps to Building A Hybrid Strategy

Flickr User: MelusinaParkin

1. Start With A Strong Foundation

2. Build A Communication Strategy

3. Open and Establish Communication 4. Foster Community

#hybridsocial#eduweb14 |

Hybrid Strategy Step 2Build Communication Strategy

Flickr User: Courtneyrian

• Generate A Contact List

• Use A Roadmap

#hybridsocial#eduweb14 |

Create A Contact List

Image: Canva

Email

Phone

School Directory

Contact Resources

Current Contacts

#hybridsocial#eduweb14 |

Use A Roadmap

Flickr User: Curtis Perry #hybridsocial#eduweb14 |

On The Road to Leading

Flickr User: Wisefly #hybridsocial#eduweb14 |

Steps to Building A Hybrid Strategy

Flickr User: MelusinaParkin

1. Start With A Strong Foundation

2. Build A Communication Strategy

3. Open and Establish Communication 4. Foster Community

#hybridsocial#eduweb14 |

Hybrid Strategy Step 3 Open and Establish Communication

Flickr User: Rusysheriff

• Inform and Update

• Encourage Sharing

• Educate Through Training

#hybridsocial#eduweb14 |

Inform and Update

Photo Credit: http://po.st/St4kZg #hybridsocial#eduweb14 |

Educate Through Training

Flickr User: pareeerica #hybridsocial#eduweb14 |

Encourage Sharing

#hybridsocial#eduweb14 | Flickr User: Dybiz

Steps to Building A Hybrid Strategy

Flickr User: MelusinaParkin

1. Start With A Strong Foundation

2. Build A Communication Strategy

3. Open and Establish Communication 4. Foster Community

#hybridsocial#eduweb14 |

Hybrid Strategy Step 4 Foster Community

Image Credit: NYU Community Services #hybridsocial#eduweb14 |

NYU Social Media Ambassadors

Flickr User: Docsearls

“The Social Media Ambassadors Group is designed to facilitate community amongst the members increasing knowledge, awareness, and best practices in the areas of social media at NYU.”

#hybridsocial#eduweb14 |

Social Media Ambassador Meetings

Image: NYU Social Media Ambassadors Google Group #hybridsocial#eduweb14 |

Get Feedback

Flickr User: AlanLevine #hybridsocial#eduweb14 |

Leadership and Collaboration Blossom

Photo Credit: Sy Abudu #hybridsocial#eduweb14 |

Success Story - NYU Human Resources

#hybridsocial#eduweb14 |

Success Story - NYU Human Resources

#hybridsocial#eduweb14 |

Flickr User: Flixelpix

• Has seen a steady increase in job applicants who cite “social media” as a referral source

• Have consistently been featured in top tweets (using #NYUsGotTalent)

Success StoryHuman Resources and Social

#hybridsocial#eduweb14 |

Success StorySchool Collaboration

Flickr User: roboppy #hybridsocial#eduweb14 |

Flickr User: Flixelpix

• Hired a Social Media Coordinator | Social Lead

• In the process of creating their own Social Ambassadors

• Grew to be the largest school on social at NYU

Success StorySchool Collaboration

#hybridsocial#eduweb14 |

Success Story#CongratagradNYU

Photo Credit: NYU Photo Bureau - Hollenshead #hybridsocial#eduweb14 |

Flickr User: Flixelpix

•Trended nationally on Twitter

•Over 1,100 unique users (Twitter)

•Doubled reach from 2013 (1.9 million)

Success StoryCongratagradNYU

#hybridsocial#eduweb14 |

Flickr Image: ONYJCASE

Where Is NYU on Social Media now?

#hybridsocial#eduweb14 |

Active Level Increase

DATA: (UPDATED JULY 2014)*

#hybridsocial#eduweb14 |

NYU Stories

www.nyu.edu/nyustories

Flickr User: DSkley #hybridsocial#eduweb14 |

Leading, Not Lagging

Flickr User: Bogdix #hybridsocial#eduweb14 |

…the Road Continues

Flickr User: Weinand #hybridsocial#eduweb14 |

Contact Information

Chris.Barrows@nyu.edu

@CBarrows http://po.st/BarrowsLinkedIn

#hybridsocialOnline Speaker Survey eduwebspeakersurvey.com