social communications (not media) - sweetland winter 2015
TRANSCRIPT
Social Media Communications
February 18, 2015
@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
Co-Captain to a hashtag’ed entourage of 5
Former Elected official
Throws parades for fun
#UMSocial110,000+ Followers @UMich
662,864 Followers /universityofmichigan
54,300+ Followers @UofMichigan
18,241 Followers /uofmichigan
5500+ Followers @UofMichigan
8,102 Followers @UMich
280,344 EDU Followers /universityofmichigan
Go away.
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.
“Because somebody grows up being a social
media native, it doesn’t make them an expert
in using social media at work, that’s like
saying, ‘I grew up with a fax machine, so that
makes me an expert in business.’”
- William Ward, professor of social media at
Syracuse University’s S.I. Newhouse School
of Public Communications
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
Change the world, one #hashtag at a time
Innovate
Collaborate
Streamline
Provide Value
Build a Toolbox
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.
“In plain English, I'm asking [the FCC] to
recognize that for most Americans, the internet
has become an essential part of everyday
communication and everyday life.”
- President Obama, November 11th 2014
Pin Me
Snap Me
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
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?