andrew huff casesmc10 keynote: being socially responsible
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Andrew Huff's Keynote Presentation at CASESMC10TRANSCRIPT
Being Socially Responsible
Andrew Huff
CASESocial Media & Community: Developing and Managing Strategies for Online Outreach April 15, 2010
About Andrew Huff Bachelors in journalism
10 years in Public Relations
Blogging since 2001
Editor of Gapers Block http://gapersblock.com
Professional Blogger since 2005
Content & Editorial consultanthttp://weightshift.com
What isSocial Media?
Social Media is…
...a form of online media that is modeled on two-way conversation, not the traditional one-way broadcast model. Social media encourages participation, sharing, networking and discussion.
Links & linkages are the currency of the social media realm.
Prominent Social Media
MySpace
YouTube
Flickr
Yelp
Digg
Oh, and Blogs!
The ConversationPrismCirca 2008
Courtesy of Brian Solis & JESS3
The ConversationPrismCirca 2009
Courtesy of Brian Solis & JESS3
So, what’s Social Networking? An activity performed on a subset of
social media sites. Facebook, LinkedIn, Ning Not YouTube, Blogs, Twitter*
So, what’s Social Networking? An activity performed on a subset of
social media sites. Facebook, LinkedIn, Ning Not YouTube, Blogs, Twitter*
Social networking has an important place in higher ed’s social media portfolio, but it must be an appropriate place.
So, what’s Social Networking?
Don’t be this guy. “Network” naturally.
*
Key things to remember about Social Media
Key things to remember
They’re immediate.
Key things to remember
They’re immediate.
They’re casual and authentic.
Key things to remember
They’re immediate.
They’re casual and authentic.
They’re out of your control. (Mostly.)
Key things to remember
They’re immediate.
They’re casual and authentic.
They’re out of your control. (Mostly.)
They require a strategy.
Developing a strategy
Choose social media options that…
Make sense for your intended audience
Are sustainable for you in the short and long term
Pick and Choose
Social media is à la carte — you don’t have to join them all.
Research which options or platforms reach the audience you’re after and concentrate on those.
This is a commitment
You can’t join social media half-way. Commit to participating fully Devote the necessary resources
This is a commitment
You can’t join social media half-way. Commit to participating fully Devote the necessary resources
You are joining a community, and to be taken seriously you have to participate on a consistent, ongoing basis.
Who is your intended audience?Prospective students? Alumni?Current students? General public?
Where is your audience?Depends on how old they are.
http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
Where is your audience?Prospective Students
http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
Where is your audience?Current Students
http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
Where is your audience?Alumni
http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
Where is your audience?Minorities
Source: HispanicOnlineMarketing.com - http://icanhaz.com/socialmediarace
Where is your audience?Globally
Source: http://www.vincos.it/world-map-of-social-networks/
What messages do you want to share — and how?
News & Updates? Institutional Voice Facebook, Twitter
What messages do you want to share — and how?
News & Updates? Institutional Voice Facebook, Twitter, LinkedIn…
Personal engagement? Personal Voice Blogs, Twitter, YouTube…
What messages do you want to share — and how?
News & Updates? Institutional Voice Facebook, Twitter, LinkedIn…
Personal engagement? Personal Voice Blogs, Twitter, YouTube…Personality-driven
Broadcast tool
Develop Policies
What the mission is for each media platform
What is acceptable to post
Who has access
Who responds
Know what to say…and what not to.
Treat institutional social media efforts like you would a news release.
If you wouldn’t want it in the newspaper, don’t say it on Facebook.
Institutional vs. IndividualInstitutional
Goal: Mass communication
Goal: Customer service
Review process for posts
Readership is mission-driven
Individual
Goal: One on one communication
Goal: Relationships/reputation
No review process — but keep an eye on it and address problems if they arise.
Nobody wants to be “friends” with an institution — but they do want to be “fans.”
Move fast
Be hierarchically flat Minimal approval levels Don’t peek over shoulders
Be ready to respond quickly (within reason)
Be platform independent Communicate by email, IM, phone,
etc. as conversation dictates
Be nimble
If a plan isn’t working or turns out to be a poor fit — or if priorities shift…
KILL IT
…but don’t forget to direct your audience to another venue where the conversation can continue.
A few tools…
Some tactics…
Social media-only content Insider tips Live interviews or Q&As with
celebs, sports stars, etc. Previews of upcoming events
Some tactics…
Contests! OK, but make it count. Make it more than a flat giveaway Create a call to action
Some tactics…
Contests! OK, but make it count. Make it more than a flat giveaway Create a call to action
Twitter: creative replies, challengesYouTube: Response videosFlickr: Photo projects
Some tactics…
Meet-ups & Tweet-ups Bring followers together as part of
a community Make it free, provide swag Give it a goal
charity fundraiser campus cleanup
Gather feedback
Some tactics…
Custom Foursquare/Gowalla badges
There is no
“right way”
to do it.
Do what works best for you.
Any [email protected]@me3dia.comFacebook.com/me3diaLinkedin.com/me3dia