Social Network ManagementDR. DAVID ASIRVATHAMUNIVERSITY OF MALAYA

2

Scope• Introduction to Social Media

• Impact of Social Net

•How Social Media can be used?

• Social Media and Crisis Management

• Social Net Management Tool

•Where to start?

•Conclusion

Introduction to Social Media

4

Internet

Internet is creating a new digital world.

It has changed the world

It is changing the way we:• Socialise• Interact• Manage• Learn• “think”

5

Internet is reshaping the world

INTERNET

INTERNET

Management

Businesse.g. IT companies (Microsoft, Cisco)

Internet Bankinge.g. e-Cash

New Productse.g. Animation, PDA

IT professionse.g. Bill Gates, Dell

E-learning

We live in a

Digital World

6

Rapid growth of Internet

7

Internet Users

8

Facebook Users

9

Social Media Effectiveness

August, 2012

10

Face

bo

ok

11

Face

bo

ok

12

Face

bo

ok

13

Face

bo

ok

14

Twit

ter

15

Twit

ter

16

You

tub

e

17

Blo

gg

ing

18

Inst

ag

ram

19

Go

og

le+

20

Go

og

le+

Social Media Impact

22

Social Media Impact

• Today, people “listen” to social media rather than the advertisements, newspapers, TV, etc.

• For many social media is the “truth”

•Before buying a product or registering with a college, many would read the review or “like” or “Star Rating”

23

Social Media Impact

• Social Media is about relationship building• Creating connectivity and sharing ideas, experience and opinions• Listening and Learning• Understanding Customers: customer insight, cultivate and influence customers

24

Social Media Impact

•New way to market• Influence your brand• Part of our marketing strategy• 91% listen to other customers/students• 87% trust a friend’s recommendation over a review• Social network users trust three times more their peer opinions rather than adverts

25

Social Media

•Marketing is done by customers (reviews)

•Greater visibility

• Feedback from students

• Teaching and Learning

•May top universities/colleges are using it

How we can use Social Media for the college?

27

How can we use the social media?

• Staff and Student recruitment

• Engaging & influencing students and staff

•Branding and marketing

•Crisis management

•Building relationship with stakeholders

• Listen and improve your services

28

How can we use the Social Media?

• Promoting new programmes

• Stakeholders can discuss and provide feedback

• Can respond to student enquires

•Collaborate on projects

• Sharing College Calendar (e.g. Google calendar)

• Podcasting & blogging (Teaching & learning)

29

Ho

w c

olle

ge

s a

re u

sin

g S

ocia

l M

ed

ia

30

Gro

wth

of

So

cia

l M

ed

ia

Ch

an

ne

ls

31

Me

asu

rin

g s

ucce

ss w

ith

So

cia

l N

et

32

Why use social media?

• Social acceptance for your college

• Greater exposure for your college

• Build your own sphere of influence

•Many colleges are already using it (Competition)

• Students are using it

• It is word of mouth marketing

• Increase ranking on Google Search

Social Media and Risk Management

34

Social Media Risk

• Spam

• Defamation

• Online bulling

• Racial harassment

• Sexual harassment

• Personal data leakage

• Organisation information leak

• In many countries, employers are liable for the actions of the employees (vicarious liability)

35

Social Media Risk Management

•Cyber bullying•Offensive text messages, threats posted, spreading lies, malicious gossips, etc

•Harassment• Intimidating, hostile, degrading, humiliating, etc

36

Social Media Risk Management

• Block social media - impractical and ineffective

• Better to have clear guideline/policy

• For staff, better to set clear targets

• Spell out clearly what is allowed and what is not allowed

• Provide a channel for staff/students to complaint

• Defense for employer: show that the employee was acting on his own accord (a frolic on his own)

• Need clear policies for this

37

Social Media Risk – Actions to be taken

• College must take reasonable steps to act upon students who misuse social media

• College must act immediately to mitigate the damage

•Must investigate and take appropriate actions

• Today, many college don’t act, thus face greater risk

• Corrective actions need to be taken –example the culprit may need to remove the content or correct the content

38

Social Media Risk – Actions to be taken• Students/staff should be regularly updated on the proper

use of social media

• Students/staff should be given sufficient notice on the consequences if they breach the policy

• It must be made clear that the college will not tolerate any untrue or defamatory comments about the college and its community

• Guideline to staying safe online is also vital.

• Get input from IT professional.

• Need to balance between freedom of speech and managing online reputation

39

Social Media Risk – Actions to be taken

•Robust social media policy is necessary

• Social media policy must be appropriate with IT use

• Transparent and effective complaint channel must be established

•Make it clear that using own device or acting outside the college is no defence.

40

Social Media and Crisis Management

41

Social Network: Crisis Management

• Social Media is a great tool for emergency or crisis management

• Social media help to improve crisis management and they have been effective

• Able to disseminate information very quickly & has a ripple effect.

• Feedback can be very valuable during crisis

• Need to integrate the communication tools to current emergency policies and procedures

42

Crisis Management: Social Media Policy

•Does your college have a social media policy?

•Who should be responsible? Role of each party

•Crisis vs non-crises information

• Feedback mechanism

• SOP

43

Social Media Policy

Social

Media

Coaches:“Hockey Finals

Today”

Parents:We need volunteers to clean kampung

Admin:Exam will start on 5

march 2013.

Teachers:Extra Maths

class for Form 5

44

Social Media Policy

• Personal Data (Data Protection Act)

•Behaviour expected from teachers, students and parents

• Social media: Age limit (13, 15, etc.)

•Hate comments, sexual content, defamation, spam, etc.

•Who has the right to remove these contents?

45

Social Media Policy Elements

46

Social Media Management Tools

47

Social Media Management Tools: HootSuite

•Management tools for social media

•Brand Management Tool

• Sept 2012 – 4.5 million users

• Integrates with  Twitter, Facebook, LinkedIn, Google+, Foursquare, MySpace, WordPress and Mixi.

48

Social Media Management Tools: HootSuite

49

HootSuite Reports

50

Why should your college use HootSuite?

• Spread Messages quickly to all social media

•Amplify Conversation: Reply to all

• Social CRM system: Analysis Report

•Different Platforms – web, mobile, etc

• Language support

•Branding/marketing

51

Why should your college use HootSuite?

• Link Tracking: Ow.ly - shorten URL and analysis of the clicks

•Hootlet: Share from your browser quickly

• Scheduling: Schedule messages

•Monitor conversations: track key phrases

• Team Collaboration: Multiple team members to manage your college social media

52

Social Media Management Tools: SproutSocial

• Similar to HootSuite

• Integrates with Twitter, Facebook, LinkedIn, Blogs & Articles

•Detail reporting

•Measure the effectiveness of the outbound messages

• Sales, marketing and Support

53

SproutSocial – Sample Report

54

Engagio: Social Media Management Tools

55

AgoraPulse: Social Media Management Tools• Manage your Facebook

• Show which posting are effective

• When is the best time to interact

56

Other Tools

• TweetDeck – update stream in real-time

• Seesmic – platform to view the streams

• SocialOomph – view, manage and schedule

• CoTweet – Track and analyse conversations

• Ping.fm – can update via sms or e-mail

• TwitterFeed – RSS feed for Twitter, FB, LinkedIn, etc

• SpredFast – measuring analystics, graphical display, etc.

57

Where to start?

58

Building your college community

•How do you get the students on Board?• “Friends” on Facebook• “Followers” on Twitter

• Strategy is needed

•Campaigns needed

• Students and parents should see the benefits

•Remember, it’s a SOCIAL media

59

Simplest Social Media: SMS

•Almost all college students have handphones

•Does your college has the database of all phone numbers?

• Is the phone numbers up-to-date?

• Phone number can be a mandatory field during registration.

•What about Facebook and Tweeter ID – Mandatory?

60

SMS

•Connected to students & Parents

•Almost all will read it immediately

• SMS Gateway & software based

•Critical tool for emergency & crisis management

• Is SMS a social media? Whatsapp, viber, etc.

61

Facebook, Twitter & Youtube

• Setup college channel on Facebook, twitter & youtube

• Draw up a strategy to get students on board

• Attract Students to the college channel

• Youtube is direct/indirect marketing

• Get a team to manage it & educate them

• Continuous engagement is necessary

• Quick respond is vital

• Use Management Tools

62

Think before you post

• Who will be responsible to post?

• Objective of the message?

• Is the message clear?

• Who should approve it and how fast can this be done?

• Which social media and why?

• What will be the impact/consequences?

• How do you monitor it?

• Privacy and Policy issues

63

Conclusion • Managing Social Media is critical

• It should be incorporated into the overall communication strategy

• Must get the buy-in to the social media

• Strategy to get all students/parents on-board

• Must have policies and procedures

• Best practices to be adopted

• Use Social media management tools to improve productivity

64

Thank youDAVID ASIRVATHAM

david.asirvatham@um.edu.mu