Social Media: Beyond the Basics
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This document discusses how social media has become an important part of how people consume information and how organizations can build a presence on social media platforms. It notes that people now spend more time on social networking sites than email and that platforms like Facebook and Twitter are designed for sharing content and building participation. It recommends that organizations monitor social media to understand conversations, integrate social media messaging with other communications, assess how different platforms can reach their audiences, and focus on creating short, digestible content and listening to others in online conversations.
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Social Media: Beyond the Basics
- 1. Social media: beyond the basicsURMA 2010David I. LeavittPowell TateRachel CokerBinghamton University息 Powell Tate 2010
- 3. A changing media landscapePeople are now spending more time on social networking sites than e-mail.Source: Nielsen
- 4. This requires a shift in resourcesThese social media channels have higher visibility than your website or e-mail lists.
- 5. What starts online moves offline, and what starts offline goes online. Online and offline life are inherently connected.Theyre not separate worlds.Keith Hampton, SociologistUniversity of Pennsylvania
- 6. An increasingly socialmedia landscapeSocial mediaAlready an online destinationBuilt-in functionalityDesigned for participation and sharingWebsiteRepository of articlesNews archiveEvents calendar
- 7. How we consume media online
- 8. Keep it shortWe consume content differently online. We need to create it with that in mind.Younger generations especially begin their news consumption through search. There are signs that more and more people are ending it there as well, deciding that all they need is the headline, byline and first sentence of text. News consumers young and old get a good deal of news without clicking on the story.油 Pew Project for Excellence in JournalismScientific Americans 60-Second SciencepodcastSymmetry Magazines Facebook profile
- 9. Distilling data in into digestible bites creates portable word-of-mouth content Explanatory andanimated videos
- 10. Static andinteractiveinfo graphicsFacebook Building a presence that becomes more than just a wall of postsInteractive applications
- 11. Streaming video from events
- 12. Dynamic content from multiple channels
- 13. Contests, games, quizzesChoosing the right channels
- 14. Each channel has specific capabilities and audiences12
- 15. Wheres my audience?Adults are increasingly fragmenting their social networking experience.A majority of those who use social networking sites (52 percent) say they have two or more profiles. Facebook is the most commonly used online social network among adults. Among adult profile owners, 73 percent have a profile on Facebook, 48 percent have a profile on MySpace and 14 percent have a LinkedIn profile.19 percent of adult Internet users use Twitter or similar services to post short status updates and view the updates of others online.Pew Internet & American Life Project
- 16. Social media monitoringAdvanced toolssuch asCrimson Hexagoncan tell youwhat it meansSimple tools suchas Google Alerts or Tweet Deck give us rudimentary dataRadian6,Sysomos andother offeringsprovide keyword analysis
- 17. Integrate your messages Amplify the conversation Simplify and socialize: Highlight the most recent content making it more flexible and agile. Highlighting video: Showcasing the freshest content from your YouTube channel Facebook connect: Incorporate the latest updates from the Facebook page as well as any comments that are made by your readers.
- 18. Social media outreachImprove the visibility of your channelsWebsiteE-mail signaturesLetterheadBusiness cardsOn-campus signageMentions atuniversity functionsContests/incentives
- 19. Assess design integrationCreate a consistent brand and user experience across channelsFacebook and website design should complement each other each is unique but shares a similar look-and-feel!
- 20. This is a conversationListen more than you talkThe famous influencer Dale Carnegie once said, "You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you."Content is still kingWith the amount of information burying most people each day, it is increasingly important to make sure your content cuts through.
- 21. David I. LeavittSocial media directorPowell Tatedleavitt@powelltate.com@LeavittDCRachel CokerDirector of research advancementBinghamton Universityrcoker@binghamton.edu@rmcoker
Editor's Notes
- #17: Having great content doesnt do much good if no one knows its there