social media 101- wffa 2011 conference breakout session
DESCRIPTION
TRANSCRIPT
Social Media 101Getting Started with the Tools
DREW KELLER
Examples of Enterprise Social Media
Tool Tour
Social Media Best Practices
Thursday’s Breakout Agenda
Social Media Tour
Twitter is not a technology.It's a conversation.And it's happening with or without you.
CHARLENE LICO-AUTHOR OF GROUNDSWELL
Social networking sites
Doo establish a presence on the social
networks your customers and colleagues use
o create a page to promote your organization
o point your “likes”to your school’s primary site
o encourage a discussion and participate frequently
Don’to create a page and fail to maintain it
o try a hard sell approach
o censor comments
o spam your “fans/friends” with frequent private messages – you’ll drive them away
Video sharingo Video sharing sites let you upload
videos and share them with people.
o They’re a perfect repository for video blogs, taped seminars, witty Power Points, how-to’s and a behind-the-scene look at your organization.
Video sharingo helps you gain exposure and direct
traffic back to your website
o sparks interest
o videos can be low-fi and cheap to produce - immediacy and content is more important than quality.
o videos can be a place to showcase your leadership team (think of it as a way to make the boss look good)
Video sharingDoo be informative, useful, or
entertaining
o create a summary and detailed description
o post video replies to others
o allow commenting and participate in the conversation
o save bandwidth costs on your website by hosting videos on YouTube
Don’to be afraid to experiment until you find
a formula that works.
o pull down other people’s videos (copyright infringement)
o make your video longer than it needs to be – keep it concise and entertaining
TwitterTwitter can help you:
o share timely informationo promote useful content including
resources, contests, deals, etc.(not just your own)
o personify your brando connect with your students and
answer questionso build credibility and influenceo research other institutions to learno network with experts in your field
Tools (Free or Cheap)
Seesmic
Twitter Practices
The biggest mistake we see organizations make when they first hit Twitter is to think about it as a channel to push out information.TIM O’REILLY & SARAH MILSTEIN
CO-AUTHORS OF THE TWITTER BOOK
3 reasons to use Twitter:
• Get in front of breaking news. • Reply to individual. • Discovery
MicrobloggingDoo find and share useful content
o pose questions and reply to others
o keep it fun - put a friendly face on your brand
o promote sales, deals, news, updates, and build buzz for big releases or events
o know what people are saying about your brand
Don’to sound like a press release – you’re in
a social space
o spam with constant links to your company website, either in tweets or private messages
o post useless information – do people really care what you had for lunch?
Interested in Higher Ed legislation? Check out my Twit list http://ow.ly/7aLZf @nasfaa @usedgov @arneduncan @EDFedRegister @justindraeger
Create relevant content by identifying spokespersons
Corporate Versus Personal Profiles
School profiles are more one-way focused; less conversational
Managed by more than one person Usually a relationship with PR | Community
Communications Branded with logo, colors Some profiles are specific to organization
(i.e. admissions, football) or task (i.e. financial aid)
Links to organization home page, blog
Personal, conversational Content shared is more about the person’s role
in the organization Personal brand 80/20 rule Links to personal blog or LinkedIn account Employee “owned”
Branding = Credibility
“80-20” Rule can help define you as a trusted advisor
Be ConsistentConversational
Be respectfulEngageBe Accountable
Include your URL in your Bio Hub & Spoke Model
Tweet Anxiety
Search for Facts
Find the Interesting
Tweet Every Day
o Avoid puffery (people will ignore it)
o Avoid evasion and lying(people won’t ignore it)
o Companies have watched their biggest screw-up's rise to the top 10 of a Google search
o Admit your mistakes right away
Be transparent & honest
o Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media
o Make your content easy to share
o Incorporate tools that promote sharing:o Share This, RSS feeds,
Email a friend
Share your content
o Don't shout. Don't broadcast. Don’t brag.
o Speak like yourself – not a corporate marketing shill or press secretary
o Personify your brand – give people something they can relate to.
Be personal and act like a person
See criticism as an opportunityo Don’t try to delete or remove
criticism (it will just make it worse)
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an explanation and legitimate solution
Accept you can’t do it all yourselfo Whose job is social media? Do you need a specialist?
o You need buy in from everyone in the organization
o Convince your BOSS that social media is relevant to your organization
o Shape a POLICY you can live with
o Get your communications team together, discuss the options, then divide and conquer with your team
3 take away messages
1. Word of Mouth peer-to-peer discussions are more influential than the mass media
2. Participate by enabling and feeding the conversation
3. Be transparent & honest
Resources & Linkso PR 2.0 BrianSolis.como Social Media Today socialmediatoday.como Social Media Trader socialmediatrader.como Web Strategy by Jeremiah
web-strategist.com/blogo Online Marketing Blog toprankblog.como Groundswell Blog blogs.forrester.com/groundswell
o Chris Brogan chrisbrogan.como Micropersuasion micropersuasion.como Six Pixels of Separation twistimage.com/blogo PR Squared pr-squared.com
