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Social MediaSocial MediaWhat it means for Ohio StateWhat it means for Ohio State
Social Media
So you’ve got Facebook, Twitter, YouTube, Four Square, and Google + What is next
Make it effective, interesting, valuable, and fun… for starters
Then measure ROI
Social Media Facts
90% of your fans, once they click "Like" button never return to your page. Instead, they interact with you on their own FB wall
30 billion pieces of content are loaded onto Facebook every month
Blogging will bring more traffic to your site. Expand your idea of blogging... it’s really your content
Social News Daily, July 2011
Social Media Myths
Social media initiatives drive customer loyalty and acquisition
Social media happens predominately online
There is a single, best approach to use on social media
Gallup Management Journal
Gallup Management Journal
Be Great FirstBe Great First
Gallup Management Journal
Who Should We Target
Less likely to engage prospects directly through social media
Encourage or guide your current constituents to advocate on your behalf instead
Focus efforts on most engaged constituents because they are the most likely to advocate on your behalf and the least likely to criticize you
Alumni, Fans, Current Students, Faculty&StaffGallup Management Journal
Measurement
Number of fans/followers, obviously
Number of mentions and reposts
Klout and Peer Index scores
Number of page views from social media sources
Quality of posts
MeasurementMeasurementEdge Rank or Facebook’s Secret SauceEdge Rank or Facebook’s Secret Sauce
Measurement
The higher the combined value of the affinity score, weight score, and time decay score, the more important an edge will be
The more edges, and the higher their total scores, the higher an object’s EdgeRank
Objects with a higher EdgeRank appear more prominently within people’s news feeds on Facebook
Facebook’s Top News vs. Most Recent
Improvement
Number of fans/followers, obviously
Tactics for increasing fan base
Facebook Ads
Using Facebook links in Twitter posts
Using your own content in posts
Mentioning others in posts, reciprocation
Improvement
Number of mentions and reposts.
Tactics for increasing mention and repost rate
Consistent use of hash tags
Consistent use of mentions and retweets
Being helpful over all else
Creating a consistent style and sticking to it
Improvement
Klout and Peer Index scores.
How many people you influence (True Reach)
How much you influence them (Amplification)
How influential they are (Network Score)
Know your score, plan for improvement
Improvement
Number of page views from social media sources.
Google Analytics Traffic Sources
facebook.com 365,076 visits during 2010/2011 academic year, 14% of which are new visitors
twitter.com 35,060 visits during 2010/2011 academic year, 15% of which are new visitors
Tactics
How Often to Post
2-5 times per day maximum
Over posting #1 way to disengage users
Tactics
What to Post
Character counts matter. Even on Facebook you should keep it very, very short 80 - 140 characters is ideal
Photos do best, then video, questions and polls next
Links. Use shortened links on Twitter and full links on Facebook. Facebook ranks posts higher when full links are used
Tactics
When to Post
Timing matters almost as much as content
10-4 EST are highest traffic times; 8:30-10 PM EST is parent time (more Alumni online)
Thursdays and Fridays are highest traffic days
Scheduling posts is cool, but posting manually on Facebook causes your quality to improve
ExamplesExamplesFacebook postFacebook post
ExamplesExamplesHootsuiteHootsuite
ExamplesExamplesTicket SweepstakesTicket Sweepstakes
ExamplesExamplesTicket SweepstakesTicket Sweepstakes
ExamplesExamplesRankings, Fan Page List - My Goal is #2Rankings, Fan Page List - My Goal is #2