Social Media Workshop

WELCOME

• social media overview• best practices• next steps

security concerns

best practices

time suckwhy use it?info exchange

adoption

relationships

event promotion

what is it?how to use itStudent interest

88%email

of those surveyed used

65%of those surveyed

Facebook Factoids• Launched in Feb. 2004 for university

students and faculty; 2007 opened to all• 68 million active Facebook users [2008]• Over 200 million active users [2009]• Over 400M users [2/25/10]• 100M active users accessing Facebook through

mobile devices.• Growing demographics 2009 v. 2010:–Alumni: 580% growth– 35-54: 29% users; 25-34: 24.8%

Examples: UW on Facebook

UW Schools and Departments on Facebook:• UW page launched: April 2008; Currently 9,913 22,208 fans• Evans School of Public Affairs• UW School of Law• UWAA• Undergraduate Research Program• SACNAS• College of Engineering

Some of the UW leaders on Facebook:• Mark Emmert• Phyllis Wise• Jerry Baldasty• Ana Mari Cauce• Harry the Husky! Hasn’t updated since 2008

Ready for FB• You have the resources to monitor the page,

answer fan questions, and update it frequently (ideally weekly).

• You have content that doesn’t just duplicate content on the UW page.

• You have Facebook friends who will become fans and help promote it.

• you have a game plan to address any situations that may arise as a result of posts

Not ready for FB

• Your unit has “control issues”• You are unwilling to become part of the

Facebook community yourself• You think it’s something students can

manage• You think you can manage it without

some student involvement

Twitter?! Huh?

• Personalized news feed• A place to follow thought leaders

in your fields of interest• They have to be 140 characters

or fewer

Twitter? So what?• It grew by 1,382% year-over-year in Feb.

‘09• Grew from 5K tweets/day in ‘07 to 50M

in ’10• Driver of news and referring traffic to

sites• Starting point to build relationships• You don’t need to know people’s e-mail

addresses to connect with them!

Twitter Pros• Low technical skills• Your department/school/college can

have an ongoing presence in a Twitter “follower’s” routine, i.e. they look to you for info

• Typical Tweeters use the site at least daily, often hourly. BUT, this isn’t necessarily the pattern you have to follow.

• Pulse on your audience’s interests and trends

• Soundbites; easy to digest [vs. newsletters]

Twitter Cons• Requires very regular maintenance• 140-character limit may decrease

depth of your engagements• As Twitter usage increases,

competition for attention increases.

Best Uses for Twitter

• News & event updates• Emergency announcements• Play-by-play reporting from

conferences, lectures, sporting events, etc.

• To encourage conversation with and input from followers

• Eyewitness accounts (e.g. Haiti, Clemmons)

Examples: UW on Twitter

• UWNews: http://twitter.com/uwnews• UWSportsNews:

http://twitter.com/UWSportsNews • UWTV: http://twitter.com/UWTV• The Daily: http://twitter.com/thedaily• The Henry: http://twitter.com/henryartgallery • UW Career Center:

http://twitter.com/uwcareercenter• School of Public Health:

http://twitter.com/uwsph• Cliff Mass: http://twitter.com/cliffmass

What is Linked in

• A site for professional networking• Users post resumes, recommend

colleagues’ job skills• Has more than 36 60M members• Organizations create groups to bring

together people who want to be associated with their brand

• For Q&A opportunities• Monitor the competition• Facilitate networking• Provide profile information,

like statistics, demographics, key links

Uses for Linked in

• University of Washington campuses• Foster School• UW Medicine • School of Law • iSchool• Libraries • Alumni Group

UW on Linked in

One way

Social media is not…

The end of the road

Your ticket to millions

A stand alone tool

www.brandingeye.com

But it is…

Conversations

listening & responding

Best Practices

Success Strategies

Video ProfilesFeature video

Video Profiles

establishgeneral guidelines

Your

Name

Here

Tag people

It increases your visibilityOn your FB fan’s pages

Know your audience

Encourage user generated content

Everyone is a communicator

don’t let info pile upBe timely

Use real people!

Say thanks!

Build your toolkit

What’s next?

Want to know more?

Social Media Governance

http://socialmediagovernance.com/policies.php

UW Marketing Toolkit: https://www.washington.edu/externalaffairs/uwmarketing/toolkits/best-practices/

Mashable http://mashable.com/social-media/Common Craft http://www.youtube.com/user/leelefever

Social Media & Retention

Inigral http://blog.inigral.com/research-on-social networking-in-retention/

Virtual College Fairs.com http://collegerecruiting.virtualcollegefairs.com/wp/

.EduGuru http://doteduguru.com/

Works CitedImages brandingeye.com office.microsoft.com

Statistics http://www.istrategylabs.com/2010/01/facebook demographics-and-statistics-report-2010-145-growth in-1-year/

http://techcrunch.com/2010/01/19/state-twittersphere hubspot/ https://www.washington.edu/externalaffairs/uwmarketing/bestpractces/docs/Social_Networking.ppt

UW Marketing Contact

Elise Daniel [for Convio questions]

Manager, UW E-Communications Marketing

eperdan@u

Sophia Agtarapsagtarap@uw.edu206.543.9016Grad.washington.edu/gomapGO-MAP, The Graduate SchoolG-1 Communications Building

UW Grad School@uwgradschool@uwgomapFacebook.com/uwgradschool

Facebook.com/uwgomapFlickr.com/uwgomap