Social Media 101Project PROTECT - Florida Memorial University

Chelsea Duranspecialist, strategy/pr(add)ventures

Social media goals

What are your social media goals?

Raise awareness

Encourage students to use services

Determine your social media goals, then you can start developing a plan.

Strategic planning

Who is your audience?

What platforms will you be using? (Facebook, Twitter, YouTube, Foursquare, LinkedIn, etc.)

Who will be responsible for posting?

How often will you be posting?

Crafting your message

What is the message you want to get across on social media platforms?

What is your tone? Authoritative? Conversational?

Listen

Your messaging strategy should start with listening.

Take time to listen to your audience. How do they talk to each other?

Try to mimic the tone in conversations with their friends.

Where to start

Facebook

Twitter

YouTube

Facebook statsFacebook has more than 500 million active users.

About 50% of active Facebook users log on to Facebook in any given day.

The average user has 130 friends.

There are more than 200 million active users currently accessing Facebook through their mobile devices.

People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.

Source: http://www.facebook.com/press/info.php?statistics

Facebook: What works

Questions, photos, videos and content your audience wants to share

Conversation and responding to comments

Create a PAGE not a group. Pages can be transferred, groups stay with their creator FOREVER.

Facebook: What doesn’t work

Boring content

Talking like a textbook

Scaring people into listening to you with sad, negative, hopeless messages

Ignoring comments

Text

Follow the American Red Cross on Facebook

Engaging content

Consistent branding

Conversational

Twitter stats

460,000 - Average number of new accounts per day over the last month.

182% - Increase in number of mobile users over the past year.

140 million - The average number of Tweets people sent per day, in the last month.

Source: http://blog.twitter.com/2011/03/numbers.html

Twitter: What works

Short tweets. Leave at least 20 characters out of your 140 available characters free. This will help people retweet your information.

Interesting content. Think about what you like to share with your friends.

Saying thank you. If someone retweets your information, thank them for it.

Twitter: What doesn’t work

Long links. Use tools like bit.ly to shorten long links to fit into your posts.

Being shy. Millions of tweets are sent each day, tweet a few times a day to make sure you’re heard.

Talking about yourself ALL THE TIME. Share the love - link to other organizations’ content, retweet great posts from your followers.

Follow @LIVESTRONG on Twitter.

Good use of hashtags “#” - #SXSW, #LIVESTRONG #health

Mentioning other organizations, like @SetonFamily Hospital

YouTube stats

Exceeds 2 billion views a day

24 hours of video uploaded every minute

Average person spends 15 minutes a day on YouTube.

YouTube: What works

Short and captivating videos

“Tag” your content with relevant keywords that tie back to your mission

Repost videos you publish on YouTube on your Facebook and Twitter walls

Encourage your audience to share the videos

YouTube: What doesn’t work

Long videos

Closing comments - let your audience interact with other viewers

Ignoring comments - monitor comments for spam and/or harmful messages.

General tips

KISS

Have a plan

Be consistent - stay true to your brand across all platforms (offline, too)

Let people know where you are - include logos in printed materials, ask people to “like” your page in conversation and follow you

More general tips

Be casual, but stay professional

Be gracious - tell people thank you for sharing your posts

If you’re not familiar with any of these platforms, create a personal account and spend time learning how it works.

Tools

Create a content calendar

Hootsuite

Google Alerts

bit.ly

What keyword do you want to follow?

Only the best results or all results?

How often do you want to hear about it? How do you want the alert

delivered?

... and remember

It’s SOCIAL

Two-way communication

Conversational tone

My favorites

Beth Kanter (http://www.bethkanter.org/)

SocialFish (http://www.socialfish.org/blog)

Social Media Explorer (http://www.socialmediaexplorer.com/)

Eloqua’s Social Media Playbook (http://www.slideshare.net/Eloqua/eloqua-social-mediaplaybookpublic-4525846)

Red Cross Social Media Handbook (http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field-units)

Air Force Blog Assessment http://www.flickr.com/photos/cambodia4kidsorg/3226367547/sizes/o/

Final word of caution

Know where you’re tweeting from at all times.

Note: The Red Cross/Dogfish Head Brewery incident.

http://redcrosschat.org/2011/02/16/twitter-faux-pas/

Whoops!

Saved by the boss

... and the brewery.

Contact me

cduran@addventures.com

@chelsead

http://www.linkedin.com/in/chelseaduran