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Social Media: Taking It to the Next Level
Cindy Royal, Ph.D
Associate Professor
Texas State University
School of Journalism and Mass Communication
[email protected]
www.cindyroyal.com
www.onthatnote.com
tech.cindyroyal.net
twitter.com/cindyroyal
facebook.com/cindyroyal
slideshare.net/clroyal
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Social's Influence• Facebook – 800 million active users; added 200 million in 2011
• Twitter – more than 140 millions active users making 340 million tweets per day.
• LinkedIn has 150 million + active users
• Experian estimates that 91% of online American adults (approx. 129 million) access some form of social media each month.
• 98% of 18- to 24-year-olds access social accounts monthly.
• Approximately 40% access accounts through mobile
• Social media adoption amongst small business doubled from 2009 to 2010.
• 51% of Facebook users and 64% Twitter users are more likely to buy from a brand they follow.
*http://www.socialmediaexaminer.com/26-promising-social-media-stats-for-small-businesses/
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Social Media Musts
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Twitter: some hidden benefits
• Don't need to be a user to see someone's tweets
• Use a widget to repurpose tweets on your site.
• Twitter is one-way, not a reciprocal relationship
• Twitter is a better for connecting with those you don't already know
• Real-time search – can see what people are saying about something right now.
• Use a Twitter Alert tool to get immediate updates.
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Give it a try
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TXST in Fast Company
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GSD&M SXSW Pinterest
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Keep an eye on
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Social Media Strategy• The 3 most important reasons small businesses leverage
social media are:– Connecting with customers– Visibility– Self-promotion
• What are your goals for social media?– Outreach– Engagement/Interaction– Promotion
• How does social fit into larger company or digital strategy?– Web presence– Mobile
• What is the value you are adding to the community?– Thought leadership– Resources– Discussion
• What value is your social media activity bringing to you? How can you measure effectiveness?
• Develop guidelines, support best practices
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Key Considerations
• Strong website/blog is still important
• Authenticity
• Transparency
• Engagement
• Fostering community
• Thought leadership
• Branding
• Promotion
• Sharing – How easy do you make it?
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How are you integrating your social platforms?
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How are you integrating your social platforms?
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How are you integrating your social platforms?
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How are you integrating your social platforms?
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Measurement
• Traffic
• Followers/Fans
• Retweets
• Replies
• Mentions
• What people are saying about you online – mine blogs, Twitter, Facebook, even Yelp
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Google Analytics
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Twitter Analytics
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Twitter Analytics
Tweet Stats
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Twitter Analytics
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Twitter Analytics
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Facebook Insights
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Ustream Analytics
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Klout
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Klout
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Klout
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Klout
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Klout
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Klout
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Search Engine Optimization
• Can get complicated, but the basics are:– Incoming Links
• Interaction on social media
• Commenting• Excellent content
– Keywords/phrases
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Consider How to Incorporate Data
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Consider How To Incorporate Data
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Tips• The biggest mistakes you can make are not trying, not
paying attention
• Have qualified, related person/people working with your social media
• Engage, don't just promote
• Regular maintenance and updates
• Must try tools on your own to understand how you might use professionally
• Emulate best practices
• Have fun; be creative
• Remember, customers/clients are making judgments about your schools and programs based on the social media presence.
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Best Practices
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Best Practices
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Best Practices
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Best Practices
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Best Practices
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Best Practices
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Resources• Crush It and Thank You Economy by Gary Vaynerchuk
• Delivering Happiness by Tony Hsieh
• Read Tech blogs like Mashable, Read Write Web, TechCrunch, SmashingMag, 10,000 Words; Wired; tech section of NY Times and FastCompany.com
• SXSW Interactive - sxsw.com
• Links
– www.inc.com/john-brandon/9-tips-boost-your-business-pinterest.html
– www.usatoday.com/money/smallbusiness/story/2012-03-11/cnbc-pinterest/53443230/1
– pinterest.com/mshahab/brands-businesses-blogs-on-pinterest/
– www.mediabistro.com/alltwitter/small-business-social-media_b14294
– www.socialmediaexaminer.com/26-promising-social-media-stats-for-small-businesses/
– searchenginewatch.com/article/2163408/Twitter-Turns-6-From-140-Characters-to-140-Million-Users
– econsultancy.com/us/blog/7171-the-top-50-brands-in-social-media
– wiki.kenburbary.com/social-meda-monitoring-wiki
– www.socialable.co.uk/12-killer-analytic-tools-to-measure-your-success/
– mashable.com/2012/02/09/social-media-analytics-spreadsheets