EFFECTIVELY USING SOCIAL MEDIACOMMODITY COMMUNICATIONS RETREAT – AUG. 30, 2011

Science based

information from K-State Research and

Extension

Where the people are

Youtube

Facebook

Blogs

Twitter

FlickrSlideshar

e

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Supporting Social Media Platforms

(Link, embed)

Conversation spaces

Your Social Media Goals Could Include…

•Drive people to website•Build relationships•Build educational content•Be responsive/timely in meeting needs

… and more goals

•Be more relevant•Get those outside of your organization talking about you

•Multi-purposing your work•Energizing client base/community•Establish support among community

Think about• Key customer, client, community member• Why would they care?• Do you have ways for members of your community to

interact, comment• Is your information mobile accessible?

The Social Media “What For?

• Connect with Interested People• Challenge/Ask questions• Share Interesting Information• Be Present at the Social Media Table• Serve our Clients• Track/Monitor • Share Crucial Information

Keys to Success• Provide something they can’t get anywhere else• Demonstrate passion for your work• Follow fundamental business acumen.• ROI? Sure…but also a ROR (return on relationships)

Who, what, where, why, how?

Why do you want to monitor social media?

Who do you want to monitor?

What do you want to monitor in social media?

Where do you monitor in social media?

How will you use the results?

Purposeexamples

Companies want to track reputation, brand, & product mentions to increase sales.

Companies want to monitor what consumers are saying about their own or their competitors' products.

Companies want to monitor what consumers are saying to improve their products and services. 

Purposeexamples

Extension wants to learn from communities.

Extension wants to build relationships and its credibility.

Extension wants to track its reputation and success of programs.

What is your purpose?

?

Listen

Content (what's being said) Context (where is it being said)SentimentWhat are the gaps in the conversation?Volume (strength of the conversation; higher in volume, greater vibe).

Determine next step

Join conversationBecome engagedDevelop relationshipsFind and utilize influentialsUse what you learned to integrate into programming

    Can you be helpful--just by joining the conversation

    Is the community teaching you something you did not know?

Evaluation

What kind of change in content and contextWhat kind of change in sentiment (when referred to your materials or references)Did you fill a gap?Volume in change in links (visited/comments/references)

Is there evidence of learning? Changed behavior?>>>Use relationships to assess changed behavior

ProductsFree but not comprehensiveGoogle AlertsTwitter SearchBlog Search

Klout, free and professional versionPeerIndex, free and professional versionTweetReach, free and professional version

Google AnalyticsFacebook InsightsYouTube, Slideshare, Flickr     with professional version

• USDA Flickr page http://www.flickr.com/photos/usdagov

• Tweet Deck

 • Wordle

• GroupTweet…GroupTweet turns a standard Twitter account into a group communication hub where members can post updates to everyone in the group using direct messages. When the group account receives a direct message from a group member, GroupTweet converts it into a tweet that all followers can see.

Questions? Comments?

Elaine Edwards, elainee@ksu.edu785-532-5851

@elainecarol• Thanks to Anne Adrian and Terry Meisenbach, eXtension.

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