Building an effective social media strategy
0 likes317 views
Dr. Janelle Ward gave a presentation on building an effective social media strategy. She discussed understanding an organization's web presence both through official websites and social media. She explained that communication can be one-way broadcasts or interactive exchanges. Her research found most organizational communication online was one-way while social media allowed for more transparent but superficial interactions. She reviewed popular platforms like Facebook and Twitter and common practices. Her recommendations included starting with a strategy, talking to users, choosing platforms carefully, and making web presence cohesive.
Building an effective social media strategy
- 1. Building an effective social media strategy Dr. Janelle Ward Erasmus University Rotterdam 25 May 2012
- 3. What we will cover today Understanding web presence Communication via social media Your organization's social media use Best practice General recommendations
- 4. Web presence Official website Social media
- 5. The role of communication One-way Interactive
- 6. One-way online communication Generally based on a broadcast model (sender to receiver), and is primarily informative in nature My research: most communication was one- way
- 7. Interactive online communication Two-way communication: response and feedback transactional interactivity: Gathering information from users coproductive interactivity: Encouraging users to respond to the organization and to other users My research: little transactional, almost no coproductive
- 8. Facebook Est. 2004; 900 million users My findings: transparent - though superficial - interaction with supporters
- 9. Twitter Est. 2006; 500 million users My findings: mainly used as a broadcasting medium (one- way communication)
- 10. Today's participants: social media practices studio italia-Rome FB icon; link back to website Het Perspectief-Gent "like us!"; Twitter broadcast west-street-marketing-London unusual icons; Twitter ratio, RT overload Volkshochschulen Rheinfelden no social media (googled); contact info clear EOI Toledo FB (open) group instead of page (alumni & employees)
- 11. Best practice Notes in Spanish
- 12. Best practice Notes in Spanish - Facebook
- 13. Best practice Notes in Spanish - Twitter
- 14. Recommendations Start with a strategy; continue with a strategy where are you now? where do you want to go? where/how will you assess along the way? Talk to your users Choose platforms carefully and stay updated Make web presence holistic
- 15. Thank you! The book: Communicating Citizenship Online. Hampton Press: 2012 Email: janelle.ward@gmail.com Web: janelleward.com Twitter: @janelle_ward