Tweet, Post, Like, Share, REPEAT

November 17, 2014

@NikkiSunstrum

@NikkiSunstrum

@UMich Director of Social Media

Former State of Michigan @MIGov SM Coordinator

B.S. in PoliSci & M.A. in Ed

Skilled in making dull things interesting

Master manipulator of content & small children

Former Elected official

Throws parades for fun

#UMSocial92,800+ Followers @UMich

627,150 Followers /universityofmichigan

45,357 Followers @UofMichigan

17,0424 Followers /uofmichigan

3000+ Followers @UofMichigan

7,051 Followers @UMich

55,943 Followers /universityofmichiganLinkedin EDU 269,197

6,556 Followers +universityofmichigan

How we stack up

Most influential college in social media

Most engaged college in social media

Most influential on Facebook

Most influential on Instagram

Most influential on Twitter

Most influential on Linkedin

University to use Snapchat

#11

#3

#2

#5

#2

#5

How students use social

So you want to do social?

The Stats

1 in 4 people use social networking sites

Globally, in 2012 over 1.73B registered users of social — By 2017 2.55B

73% of adults are using social media — 56% in America

43% of senior citizens in the U.S. now use social media

There are now more smart devices than people

57% of people are talking more online than they do in real life

Nearly two-thirds of Americans sleep with their cell phones

SOCIAL MEDIA

IS NOT NEW

Tweeting the ninety-five theses

The way in which we get

our point across has

changed, not the

concept or necessity of

information distribution.

Transparency

Customer Service

Promotion and Marketing

NOT

EVERYBODYNEEDS SOCIAL MEDIA

WAIT, WHAT?!

Be InsightfulWho, what, when, where, why?

I’m here, now what?

Assessing sentiment

Identifying influencers

Studying success

Comparing like minds

Look at the bigger picture

Assess long term strategy

Embrace collaborative opportunities

CONTENT OVERCREATION

@ArionTSun “why do you

keep putting the poop emoji on

everything? It’s weird.”

ATS: What? That’s chocolate ice

cream! #kidswithtech #fail

How students use social

Change the world, one #hashtag at a time

Innovate

Collaborate

Streamline

Provide Value

Build a Toolbox

Posting Date: 4/23/14

Posting Time: 1:00pm

Reach: 16,944

Post Clicks: 1,375

“Likes:” 236

Comments: 33

Shares: 22

Primarily dominated by appreciative

comments, with some out of state

input for comparative rewards

Posting Date: 4/16/14

Posting Time: 11:00am

Reach: 22,256

Post Clicks: 1,442

“Likes:” 532

Comments: 37

Shares: 77

Only a couple of negative

comments, primarily dominated by

constructive discussion between

audience members

Posting Date: 4/10/14

Posting Time: 11:00am

Reach: 21,616

Post Clicks: 1,903

“Likes:” 172

Comments: 41

Shares: 31

Many people commented on this

post with their appreciation for aid,

others about how they were unfairly

unqualified. 2nd most popular, most

comments.

If the goal is followers…

Focus on your strengths

Identify where your audience is

Drive the message

Engage, Inform, Educate

VALUE ADD

AND ROI

But first, Let Mary Sue take a #selfie.

Bottom Line

Great social is about seizing the available opportunity to elevate the

perception of your programs and overall success.

#POTUSatUMich

1,524 Uses

Total Reach 2,397,200

2,893 “Likes”

2,893 Retweets

Pin Me

Snap Me

SNAP to the #Victors

5 Hours

150 Submissions

100 New Followers

1000+ Views per Snap

Innovation

Streamlining

Leveraging Success

Promoting a unified message

LET’S GET REAL

Who are you online?

Over 90% of employers will Google you

Twitter is NOT the water cooler

Grammar matters outside the classroom

Don’t take your LinkedIn photo in the

bathroom mirror

Share information with a purpose

Network strategically

Privacy settings are there for a reason

Who do you want to be? Your digital footprint will last a lifetime

The Library of Congress has been cataloging

every tweet since 2010

Even Snapchat was subject to the FTC

Social Media can get you fired

Differentiate between personal and

professional

Be consistent

It’s still just marketing

B2B, B2C and H2H: the what v. the how

People require great content

Talk to them IRL

Emotion sells

Put a face to your brand

Kill them with content

Target and compel

Give me a boost

Who are you targeting?

What is your desired outcome?

Is your advertisement “social?”

Optimize for short attention spans

Make them an offer they can’t refuse

Words of Caution

Only connect with the intent to sell

Connect but never interact

Spam

Copy and paste across networks

Forget who you are and why you are here

Establish Rules of Engagement

Policy

Style, Images, Content

Community Rules

Disclaimers

FOIA

There is no expectation of privacy

Confidential information, defamatory or derogatory postings

Reinforce proper usage, activities, professionalism, no advertising

TAKE AWAYS

The method is new, not the concept

We can’t all be red skittles

Embrace opportunities for collaboration

Don’t get caught thinking poop is ice cream

Running with a bed sheet sells nothing

TAKE AWAYS

Never underestimate the power of strategy

Make sure everyone is on the same page, literally.

Put the proper resources in place for success

Compose guidelines and set expectations

Evaluate, measure and renew

socialmedia.

umich.edu

@NIKKISUNSTRUM

/NIKKI.SUNSTRUM

QUESTIONS?