Social MediaSocial MediaWhat it means for Ohio StateWhat it means for Ohio State

Social Media

So you’ve got Facebook, Twitter, YouTube, Four Square, and Google + What is next

Make it effective, interesting, valuable, and fun… for starters

Then measure ROI

Social Media Facts

90% of your fans, once they click "Like" button never return to your page. Instead, they interact with you on their own FB wall

30 billion pieces of content are loaded onto Facebook every month

Blogging will bring more traffic to your site. Expand your idea of blogging... it’s really your content

Social News Daily, July 2011

Social Media Myths

Social media initiatives drive customer loyalty and acquisition

Social media happens predominately online

There is a single, best approach to use on social media

Gallup Management Journal

Gallup Management Journal

Be Great FirstBe Great First

Gallup Management Journal

Who Should We Target

Less likely to engage prospects directly through social media

Encourage or guide your current constituents to advocate on your behalf instead

Focus efforts on most engaged constituents because they are the most likely to advocate on your behalf and the least likely to criticize you

Alumni, Fans, Current Students, Faculty&StaffGallup Management Journal

Measurement

Number of fans/followers, obviously

Number of mentions and reposts

Klout and Peer Index scores

Number of page views from social media sources

Quality of posts

MeasurementMeasurementEdge Rank or Facebook’s Secret SauceEdge Rank or Facebook’s Secret Sauce

Measurement

The higher the combined value of the affinity score, weight score, and time decay score, the more important an edge will be

The more edges, and the higher their total scores, the higher an object’s EdgeRank

Objects with a higher EdgeRank appear more prominently within people’s news feeds on Facebook

Facebook’s Top News vs. Most Recent

Improvement

Number of fans/followers, obviously

Tactics for increasing fan base

Facebook Ads

Using Facebook links in Twitter posts

Using your own content in posts

Mentioning others in posts, reciprocation

Improvement

Number of mentions and reposts.

Tactics for increasing mention and repost rate

Consistent use of hash tags

Consistent use of mentions and retweets

Being helpful over all else

Creating a consistent style and sticking to it

Improvement

Klout and Peer Index scores.

How many people you influence (True Reach)

How much you influence them (Amplification)

How influential they are (Network Score)

Know your score, plan for improvement

Improvement

Number of page views from social media sources.

Google Analytics Traffic Sources

facebook.com 365,076 visits during 2010/2011 academic year, 14% of which are new visitors

twitter.com 35,060 visits during 2010/2011 academic year, 15% of which are new visitors

Tactics

How Often to Post

2-5 times per day maximum

Over posting #1 way to disengage users

Tactics

What to Post

Character counts matter. Even on Facebook you should keep it very, very short 80 - 140 characters is ideal

Photos do best, then video, questions and polls next

Links. Use shortened links on Twitter and full links on Facebook. Facebook ranks posts higher when full links are used

Tactics

When to Post

Timing matters almost as much as content

10-4 EST are highest traffic times; 8:30-10 PM EST is parent time (more Alumni online)

Thursdays and Fridays are highest traffic days

Scheduling posts is cool, but posting manually on Facebook causes your quality to improve

ExamplesExamplesFacebook postFacebook post

ExamplesExamplesHootsuiteHootsuite

ExamplesExamplesTicket SweepstakesTicket Sweepstakes

ExamplesExamplesTicket SweepstakesTicket Sweepstakes

ExamplesExamplesRankings, Fan Page List - My Goal is #2Rankings, Fan Page List - My Goal is #2