there are no gurus (vol 2)
DESCRIPTION
Presentation I gave on 4/18/13 to a group of SUNY's continuing education officials at SUNY-ESF. An expansion of a presentation I gave in March 2012.TRANSCRIPT
There are No Gurus
But hopefully this will help you get the most out of social
media
Dave Tyler @dtyler321April 18, 2013
Why that name for this presentation?
• I’m not really that smart• There’s too much to know• The field is changing so rapidly• Those who calls themselves gurus or
experts are selling something.
A few ground rules
• Some of what you hear will sound contradictory
• None of what you hear is “THE right answer.”• Some of what you hear will probably be
invalid in 6 months• I’m not going to recommend you use any
particular platform• Your mileage may vary
Have Goals
• What are your goals? Recruitment? Increased Enrollment? More Likes?
• Social Media is a tactic. Not an objective.• Pick a goal, then figure out best platform
to help achieve that goal.• Numbers are nice, results are better
You Can’t Do Everything
8
This is Pheed
Text
I have no idea what it does....but I made an account anyway
TextText
Get Personal First
•Make a Personal Account First•This allows you to play around and get
comfortable.•Also allows you to follow people in your
field to see if they’re doing anything.•The Great Google+ Land Rush of ’11
Study Your Audience
•Look around. Where are people already talking?
•Who are they?
•What are they asking for?
•This will give you an idea of where to focus.
Find a Friend• Someone who can
help you learn• An advocate• Maybe lots of
someones• Get S.M.U.G., if you
can.• Find cheap student
labor
Don’t let your sites become this
Be Proactive and Responsive.
• Don’t ignore your page• Post Regularly• Provide answers• Even the tough stuff.• It’s okay to say “I don’t know. I’ll look into
that for you.”• If you’re not talking someone else is doing
it for you
Be Conversational
• Write in English, skip the jargon• Social Media is not a press release or
a white paper or a dissertation• Be lighthearted (where appropriate)• Start conversations, don’t just react.• Ask questions.
Be Authentic
• Don’t try to be something you’re not. • “Authenticity builds credibility slowly, but
shameless promotion can destroy it quickly.”*• Use the resources at your disposal to build
that credibility.• You don’t need to hit people over the head w/
marketing messages or admissions deadlines.
*Greg Perfetto & Jeff Arnold of AdmissionsLab.com
Don’t Be Rude
• It only takes a minute to become a meme
• Ocean Marketing• Penn Admissions• Even the rude people on • your page most likely just• want a response
Add it to your job description
• “When am I going to do my work?”• THIS IS YOUR WORK!• Carve out 15 minutes in the morning
and/or afternoon.• Or try the Google approach- 50 min work
followed by 10 min. of putting out fires.• Increases your value to your organization
Watch. Explore. Measure.
• Don’t just plunge in headlong. Observe first.• Your communities will tell you what they
want. Listen.• Use the stats functions of different
platforms• Google Analytics• Consider a service, if you can afford it.– Hootsuite, Radian 6, IceRocket, Sprout Social
Don’t Link Your Accounts
• People will catch on• If you catch an error & delete post from one,
do you remember to delete from the other?• Different social media outlets treat content
differently. • Different audiences receive content
differently.
22
Alexandra Kogut
• Murdered in her dorm room• Community was shocked, seeking info• We sought to listen as much as we
could and provide answers• Also sensed a community that was
motivated
How we listened
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Don’t Run From Your Mistakes
Don’t Be Afraid to Fail• You can only learn
from the experience• What will it really
have cost you? Social Media is cheap
• You’ll still seem cool and edgy
Questions? Complaints?
• @dtyler321, [email protected]• Facebook.com/dtyler321• Slides at
www.slideshare.net/Dtyler321.• BLATANT PROMOTION ALERT: Read
www.link.highedweb.org