EDUCAUSE Annual Conference12 October, 2010

Anaheim, CA

Managing Social Media

Robin Smail (aka Robin2go)Disruptive TechnologistPenn State University

Our roadmap

•Who are you?

•Why social media?

•What are your goals?

•Where do I start?

•When do I see results?

•How do I measure results?

Who am I?

Who are you?

University?

Individual?

Administration?

Informative?

Public?

Private?

Marketing?

Student Services?

Admissions?

Student Groups?

Academic Department?

Find your voice

Helpful?

Why social media?

What do you want to say?

Discuss.

(no, really. I mean now.)

92% of U.S.

toddlers have an online presence.(AVG study)

Who are you talking to?

Social media is a different beast. It’s not your father’s marketing.

Word of mouth is social media's heart. The implicit or explicit endorsement of a fellow human being when they post a comment, Tweet a link, write a review, write a wall post on Facebook, or recommend a video has a significantly greater (if not exponentially greater) impact on our selection process than advertising alone.

Find your audience

2007

Find your audience

2010

Are you prepared for

this?

(seriously)

What are your goals?

WIIFM?

What’s In It For Me?

(Not just for you, but for your community, because they are asking

the very same question.)

So how does this question tie into your goals?

Let’s get organized.

•How many hours do I have to spend in social media?

•Do I have other resources?

•Which 2-3 tools will work for me?

Let’s get buy in.

•Have we evaluated where we are so we know where we want to go?

•Do I have leadership’s support, or am I establishing a presence to build a case?

•How do we measure success? failure?

Hint: if your objectives and goals can’t be measured against

something, it’s going to be really hard to evaluate and adjust your efforts.

Where do I start?

Let’s get going.•Passive (observation mode): listening,

paying attention, and absorbing.

•Responsive: taking first steps in online engagement, following and responding to ongoing dialogue.

•Engaged: not just participating, but leading discussions and community building.

•Creating: generating useful content for your community that helps grow your presence.

Find your tools

Twitter

•An organizational Twitter account.

•A desktop client that can handle multiple accounts.

•If applicable, a smart phone app.

Facebook

•An organizational Facebook page.

•A vanity URL.

•If applicable, a smart phone app.

Blogging

•An organizational blog.

•A blogging platform.

•An aggregator to read other blogs.

Listen and monitor

•Technocrati

•Google Blog Search

•Backtype.com

•BoardTracker and BoardReader

•Twitter Search

•Social Mention

•Addictomatic

•IceRocket

Beginner More Advanced

When do I see results?

Social media maturity

*If you’re serious, this is going to take more

than one person at this stage of the game

graphic by Radian6

Let’s talk resources.

graphic by Radian6

Larger scale resources.

graphic by Radian6

How do I measure results?

Define your goals.

•Reputation

•Awareness

•Engagement

•Education

•Entertainment

The only true RPO

Metrics and measuring.

• Members

• Posts, threads

• Comments, ideas

• Inbound links

• Tags, votes, bookmarks

• Active profiles

• Referrals

• Post frequency/density

Activity and engagement

Measuring activity and

engagement.• Members

• Posts, threads

• Comments, ideas

• Inbound links

• Tags, votes, bookmarks

• Active profiles

• Referrals

• Post frequency/density

Measuring awareness and

value.• Brand loyalty/affinity

• Share of conversation

• Sentiment of posts

• Interaction with content

•Respond with grace and not rancor.

•Be honest if there was an error.

•Make sure you have a “comment policy” before you need one.

•Know that sometimes it is better to let the community put the fire out.

When things go wrong.

Go social with me.Education Technology Services210 Rider BuildingThe Pennsylvania State UniversityUniversity Park, PA 16802

Robin Bradford Smail Disruptive Technologist

robin2go@psu.eduhttp://tr.im/robin2go