stepping forward into social media
DESCRIPTION
How college and university auxiliary service organizations can utilize social media.TRANSCRIPT
Stepping forward into social media
It’s a brave new world...but not as foreign as you think
Tiffany Broadbent BekerSocial Media Coordinator (& Web Programmer)
Office of Creative ServicesCollege of William & Mary
Goals before Tools
• Who are you trying to connect with?
• What information do you want to communicate?
• Why are you using social media versus another tool?
• How can your fans find your page and its content?
• When will you post and how often?
Who is your audience?
• 2/3 of all internet users use social networking sites
• 83% of ages 18-29
Why do you want to use social media?
Publicize events & promotions
Generate public awareness
Promote products or services Interact with
customers
Develop brand affinity
What do users want from a business on social media?
Interesting Updates Show Brand Loyalty
Source: adage.comSource: brandwatch.com
Customer Service Rewards
People want to share cool stuff with their
friends, family & peers
47% of users engage in customer service via
social media
58% Like a business’ Facebook Page because
they are a customer
57% want to receive discounts and promotions
Source: adage.com
Not all online messaging tools are the same
≠ ≠ ≠You must tailor the message for each
Choose your tool
Craft your messageBased on what your goals are & what customers want to see
Show some personality
Promote Awareness of Products & Services
Feature Events & Promotions
Customer Service
Share relevant information from other sources
Answer questions
What do you say? (and How?)
• Provide some benefit in exchange for users’ attention
• Stay on topic, relate each post back to your organization or W&M in some way
• Use a conversational, more accessible tone, social media is not a formal platform
How will people find you?Via the W&M website Like or Follow
Similar/relevant accounts
Share/RetweetUpdates from others
Mention @williamandmary
Hashtag #wmcharterday
Managing Your Social Media Time
5 minutestwice a day to monitor page and
answer questions
30 minutes once a week
to plan posts
Can schedule posts with Facebook, HootSuite or TweetDeck
(but be prepared for conversations daily)
It’s not all about the numbers
indifferent followers
Create interesting & engaging posts that people want to share,
and they will generate publicity for you
100 > 10,000dedicated &
engaged users
