Date post: | 30-Mar-2016 |
Category: |
Documents |
Upload: | sarah-robinson |
View: | 216 times |
Download: | 0 times |
Introduction To Introduction To Social MediaSocial Media
Rachel EdingtonCommunications Project Officer
The Power ShiftThe Power Shift
Changing FaceChanging Face• Technology is changing every aspect of our
lives.• Social media is integrated in to our lives e.g.
TV Shows, Advertisements...• The top 10 jobs in 2010 didn’t exist in 2004
SOCIAL MEDIASOCIAL MEDIASocial media is the term commonly given to Internet and mobile-based channels and tools that allow users to interact with each
other and share opinions and content.
WHAT IS SOCIAL MEDIAWHAT IS SOCIAL MEDIAIf you mapped out all the connections between people and their interests, it would form a social graph that connects everyone together.
Social media is simply the tools which enable these connections:– Facebook connects us to the people and things we like– Twitter connects us to real time news and information– YouTube connects us to video– Foursquare connects us to people based on location– Flickr connects us through photos
WHY USE SOCIAL MEDIAWHY USE SOCIAL MEDIA• Tools like Facebook, Twitter and YouTube are
where people are spending a lot of their online time.
• 75% of internet users worldwide visit a social network when they go online.
• Globally social media now accounts for one in every four and a half minutes online
Source: Nielsen http://blog.nielsen.com/nielsenwire
Why People Use Social MediaWhy People Use Social Media
Sharing News & Information
Communicating Social Gaming
Friends Informing
The First StepsThe First Steps• What are your main objectives?• Which tool is best for you?• Do you have the resources to commit?• How will you evaluate the success?• Are there any barriers e.g. firewalls, company
policies?
WHY FACEBOOK?WHY FACEBOOK?• There are over 600 million people on Facebook
with nearly 55% logging in every day.• And 65 million tell the world every single day
what they like.• The day is rapidly approaching when users will no
longer search for products/services. They will find them via what other people like.
• Key Use - You have to do things online that are like-able
The Young Scot ApproachThe Young Scot Approach
NewsNews
CompetitionsCompetitions
WHY TWITTER?WHY TWITTER?• Many think of twitter as a social network. People
love it as a source for sharing real time news and information.
• As a result, twitter has become the world’s fastest growing search engine.
• It now reaches 800 million search queries per day - more than Bing and Yahoo combined!
• Key Use - you have to share information that is newsworthy and informative in real-time (in 140 characters or less).
The Young Scot ApproachThe Young Scot ApproachPromote servicesPromote services
Where we areWhere we are
FeedbackFeedback
General chatGeneral chat
Keeping TrackKeeping Track
http://www.tweetdeck.com/
Multiple Multiple SearchesSearches
Direct MessagesDirect MessagesMentionsMentions
FriendsFriends
RespondRespond
WHY YOUTUBE?WHY YOUTUBE?• YouTube is the 2nd largest search engine behind
Google.• More than 24 hours of video are uploaded every
minute.• This wealth of video attracts more than 2 billion
views every day.• People love YouTube because if offers videos that
are useful and entertaining.• Key Use - You need to create and tag videos that
are either useful, entertaining, or ideally both.
The Young Scot ApproachThe Young Scot Approach
DiscussionDiscussion
InformationInformation
Alt. FormatAlt. Format
Not Just The Big ThreeNot Just The Big Three
BloggingBlogging
Mixing ChannelsMixing Channels
WHAT ARE SOME REALISTIC GOALS?WHAT ARE SOME REALISTIC GOALS?
Many judge the success of social media by:– # of fans (Facebook)– # of followers (Twitter)– # of views (YouTube)
These are not the stats that matter (at the beginning).
It is much better off communicating with 1,000 people that care than 100,000 that don’t.
Defining Your AudienceDefining Your AudienceYou can’t know what your users want if you do not know who your users are. •What social networks they use?•The actions these people are likely to take.•The type of content they will respond to.•Attitudes of your typical audience.•Don’t be scared to ask them what they want.
UK Social Media AudienceUK Social Media AudienceIt is believed the number of active users* on each platform is:
*Based on the UK’s Adult population being 48.6 million
40
10
20
30
0
50
60
70
80
90
100
Perc
ent (
%)
Facebook – 37.4 million
YouTube – 32.1 million
Twitter – 15.5 million
Linkedin – 7.9 million
Foursquare – 7.2 million
Flickr – 6.7 million
Under24
Breakdown By AgeBreakdown By Age
45 - 54
35 - 4425 - 34
Over 55
YouTube
Flickr
Foursquare
DO’S AND DON’TS OF SOCIAL MEDIADO’S AND DON’TS OF SOCIAL MEDIA
DoEngage in conversation - Interacting with an audience through various social media channels is key to creating a strong dialogue with stakeholders.
Don’tForget that a social media presence becomes part of a brand legacy - Posts, pictures, images, tweets, status updates (content in general) can stay online forever.
How To Commit Social Media SuicideHow To Commit Social Media Suicide
• Target only one social network.• Only promote your own content• Post irrelevant spam• Be careful what you say. It takes weeks,
months and often years to build a following. It takes a second to alienate them all.
Growing An Active Social NetworkGrowing An Active Social Network
Be HelpfulBe Helpful
Be SocialBe Social
Share The LoveShare The Love
Pay It ForwardPay It Forward
Be PresentBe Present
Building Online CommunitiesBuilding Online Communities
PrivacyPrivacy TrustTrust PromisesPromises
ResponseResponse TransparencyTransparency HistoryHistory
• Let your objectives drive the tool, not the other way around.
• Have a consistent voice.• Plan ahead.• Vary your content type.• Learn from others.• Don’t be scared to try something new.
Top TipsTop Tips
FINAL THOUGHTSFINAL THOUGHTS• It’s long term – don’t expect immediate
results• It takes effort – You must be willing to engage• It’s about member engagement – Facilitate
conversations between, you and your members and among your members.
• If you want your members to spread your message you have to trust them
Where Next?Where Next?
ANY QUESTIONS?ANY QUESTIONS?