Post on 22-Nov-2014
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Social Media & Pakistan
U.S. Embassy IslamabadMarch 27, 2012
How Many of You Are UsingSocial Media?
Traditional Media in Decline
Books, newspaper, music, TV networks
24 of the 25 largest newspapers are experiencing record declines in circulation
Information Explosion
Overview of Social Mediain Pakistan
TV, Radio, and Newspapers Still Rule
22 million with Internet
Facebook – 6.2 million
Twitter – 3 million
YouTube – 7 million
Facebook, Twitter, YouTube, Blogspot, LinkedIn all in Pakistan’s top 10 most visited sites.
What is social media?
Social media is a collection of web-based or mobile technologies that turn communication into an interactive dialogue or multilogue
Content is easily shared
Peer/friend recommendations
Consumers also become producers
Topics Today
Reasons to use Social Media?
Overview of Some of the Most Popular Social Media Tools
Measurement and Analysis Tools
Important Uses for Social Media
Increase awareness of your brand
Increase fan-generated advocacy for your brand. Fan-generated advocacy usually has greater credibility, resonance.
Increase fan-generated defense of your brand.
Enhance Customer Service (facilitating customer needs through proactive and reactive communications)
Important Uses for Social Media
Get messages out to a broad audience
Monitor and report on critical topics related to your brand
Great tools to measure the engagement – understand who your audience is
Popular Social Media
Platforms
If Facebook were a country, it would be the third most populated in the world behind China and India
#1 or #2 most visited site in Pakistan
850Million
“What are you doing?” in 140 characters
Audience: 200+ million
#9 most visited site in Pakistan
Good to see what is happening, spot trends, call for feedback
YouTube
Video-sharing social media site - Upload, view, and share videos. 7 million users in Pakistan - #3 Site in Pakistan
4 billion videos viewed per day
Over 1 trillion plays in 2011
2011
48
Wikipedia
Crowd-sourced encyclopedia
Articles added by users – edited by users
80% non-English - 283 languages
SOPA
#8 in Pakistan
Encyclopedia Britannica
Flickr
Image and video-sharing social network
6 billion photos
Audience: 80 million unique visitors
SOCIAL MEDIA &U.S. Embassy
U.S. Embassy Best Practices
Images and videos rule
Best content engages users and tells them how your services interact with their lives
People connect to people, not numbers
Quotes and testimonials
U.S. Embassy Facebook
Interactions
YouTube
Photo Galleries
Exchange Programs
Commenting
Sharing
Why do people share?
94% interesting content
84% humor
66% personal connection
32% offered incentives
Ad age 2012
Tagging
Finding Relevant People
Follow Discussions
Spot Trends Before the News
Some Social Media Best Practices
Give out business cards with all social media sites on them at every event.
Social media bookmarks in every e-mail signature
Twitter out all press releases
8-10pm is peak time in Pakistan on social media
Pose questions on social media. Call to action…do something
UsefulMeasurement
Tools
It’s Important to Measure
Measure future success
Website – why do they come, how long do they stay
Facebook – Likes, Reach, Shares, City and Demographic Breakdown
Twitter – Followers, Mentions, Retweets, Message Reach
YouTube – Plays, Comments
Alexa.comhttp://www.alexa.com/topsites/countries/PK
Socialbakers.com
Facebook Insights
Facebook Insights
Social Bro
Tweetreach.com
Trendsmap
Conclusion
Social Media is growing rapidly in Pakistan
Social Media platforms
Remember, understand your objectives first and find a tool to support them
Analysis and measurement are critically important