Social Media Communications

March 25, 2015

@NikkiSunstrum

@NikkiSunstrum

@UMich Director of Social Media

Former State of Michigan @MIGov SM Coordinator

B.S. in PoliSci & M.A. in Ed

Skilled in making dull things interesting

Co-Captain to a hashtag’ed entourage of 5

Former Elected official

Throws parades for fun

The Stats

1 in 4 people use social networking sites

Globally, in 2012 over 1.73B registered users of social — By 2017 2.55B

73% of adults are using social media — 56% in America

43% of senior citizens in the U.S. now use social media

There are now more smart devices than people

57% of people are talking more online than they do in real life

Nearly two-thirds of Americans sleep with their cell phones

The Players

Instagram grew 50% in 9 months of 2014 and is now bigger than Twitter

Organic Facebook reach drops to 2% for pages over 500k, ~6% for others

In June of 2014 Facebook had more video views than YouTube

Snapchat is [fastest] growing messaging app at a rate of 56% a year

50% of devices on corporate networks will be mobile in 2015

Instagram gets 50x more engagement than Twitter

Gangnam Style has been viewed 2,182,109,637 times

SOCIAL MEDIA

IS NOT NEW

Tweeting the ninety-five theses

The way in which we

get our point across

has changed, not the

concept or necessity

of information

distribution.

So you want to do social?

“Because somebody grows up being a social

media native, it doesn’t make them an expert

in using social media at work, that’s like

saying, ‘I grew up with a fax machine, so that

makes me an expert in business.’”

- William Ward, professor of social media at

Syracuse University’s S.I. Newhouse School

of Public Communications

Transparency

Customer Service

Promotion and Marketing

NOT EVERYBODYNEEDS SOCIAL MEDIA

WAIT, WHAT?!

Be InsightfulWho, what, when, where, why?

#UMSocial113,071Followers @UMich

640,878 Followers /universityofmichigan

56,009Followers @UofMichigan

18,398 Followers /uofmichigan

6000+ Followers @UofMichigan

8,342 Followers @UMich

288,758 EDU Followers /universityofmichigan

Go away.

How we stack up

Most influential college in social media

Most engaged college in social media

Most influential on Facebook

Most influential on Instagram

Most influential on Twitter

Most influential on Linkedin

University to use Snapchat

#11

#3

#2

#5

#2

#5

I’m here, now what?

Assessing sentiment

Identifying influencers

Studying success

Comparing like minds

How students use social

Look at the bigger picture

Assess long term strategy

Embrace collaborative opportunities

CONTENT OVERCREATION

Change the world, one #hashtag at a time

Innovate

Collaborate

Streamline

Provide Value

Build a Toolbox

@ArionTSun “why do you

keep putting the poop emoji on

everything? It’s weird.”

ATS: What? That’s chocolate ice cream!

#kidswithtech #fail

Posting Date: 4/23/14Posting Time: 1:00pmReach: 16,944Post Clicks: 1,375“Likes:” 236Comments: 33Shares: 22

Primarily dominated by appreciative comments, with some out of state input for comparative rewards

Posting Date: 4/16/14

Posting Time: 11:00amReach: 22,256Post Clicks: 1,442“Likes:” 532Comments: 37Shares: 77

Only a couple of negative comments, primarily dominated by constructive discussion between audience members

Posting Date: 4/10/14Posting Time: 11:00amReach: 21,616Post Clicks: 1,903“Likes:” 172Comments: 41Shares: 31

Many people commented on this post with their appreciation for aid, others about how they were unfairly unqualified. 2nd most popular, most comments.

If the goal is followers…

Focus on your strengths

Identify where your audience is

Drive the message

Engage, Inform, Educate

VALUE ADD

AND ROI

But first, Let Mary Sue take a #selfie.

Bottom Line

Great social is about seizing the available opportunity to elevate the

perception of your programs and overall success.

Pin Me

Snap Me

SNAP to the #Victors

5 Hours

150 Submissions

100 New Followers

1000+ Views per Snap

Innovation

Streamlining

Leveraging Success

Promoting a unified message

LET’S GET REAL

Who are you online?

Over 90% of employers will Google you

Twitter is NOT the water cooler

Grammar matters outside the

classroom

Don’t take your LinkedIn photo in the

bathroom mirror

Share information with a purpose

Network strategically

Privacy settings are there for a reason

Who do you want to be? Your digital footprint will last a lifetime

The Library of Congress has been

cataloging every tweet since 2010

Even Snapchat was subject to the FTC

Social Media can get you fired

Differentiate between personal and

professional

Be consistent

It’s still just marketing

B2B, B2C and H2H: the what v. the how

People require great content

Talk to them IRL

Emotion sells

Put a face to your brand

Kill them with content

Target and compel

Give me a boost

Who are you targeting?

What is your desired outcome?

Is your advertisement “social?”

Optimize for short attention spans

Make them an offer they can’t

refuse

Words of Caution

Only connect with the intent to sell

Connect but never interact

Spam

Copy and paste across networks

Forget who you are and why you are here

Establish Rules of Engagement

Policy

Style, Images, Content

Community Rules

Disclaimers

FOIA

There is no expectation of privacy

Confidential information, defamatory or derogatory postings

Reinforce proper usage, activities, professionalism, no advertising

TAKE AWAYS

The method is new, not the concept

We can’t all be red skittles

Embrace opportunities for collaboration

Don’t get caught thinking poop is ice cream

Running with a bed sheet sells nothing

TAKE AWAYS

Never underestimate the power of strategy

Make sure everyone is on the same page, literally.

Put the proper resources in place for success

Compose guidelines and set expectations

Evaluate, measure and renew

socialmedia.umich.edu

@NIKKISUNSTRUM

/NIKKI.SUNSTRUM

QUESTIONS?