Using Social Media at UNCRonna Johnston – Director, Web CommunicationsJesse Clark - Webmaster

“Technology that allows end users to engage in multi-directional conversations in or around the content on the website.” From: Onlinematters.com

Social media builds relationships

What is Social Media

Social Media Tools

• Facebook• YouTube• Flickr• Twitter• LinkedIn• Blogs• FoursquareWe will focus on Facebook today

UNC Social Media Presence

• All approved pages will be listed on UNC’s Social Media “portal”.

• Social Media portal will be linked on UNC’s home and other major pages

• The Official UNC page will be managed through Evan Welch and Student Activities

Planning a Facebook Page

• Who is our audience?• What are our goals?• How does this fit into our communications?• How is this different than our Web site?• How will we keep an eye on security?• How will we keep content fresh?• What will keep our audiences engaged?

Audience Examples

• Prospective students• Current students• Parents• Prospective donors• AlumniSince Likes and comments are shared among

diverse friends, audience can be anyone.

Facebook Sharing

Friends are notified when you “like” a page and you can share a page.

Goal Examples

Overall goal: Increasing engagement, expanding reach

Specifically:• Creating buzz about events• Getting feedback• Getting ideas• Providing information• Connecting people

Facebook is Not a Website

• Facebook is for participation and conversation• Facebook is for participation and conversation• Facebook is for participation and conversation

• Facebook is not for simply adding announcements and logging off

The Commitment

• Takes time and planning• Pages must be monitored• Posts must be added• Questions and requests must be addressed• Advice: find someone who is active in Social

Media to help you

What’s the Content?

• Conventional is okay, just don’t use it exclusively

• Goal is to stimulate and guide conversation• Have some fun

– Add video, photos– Ask questions– Have contests

Developing Content

• Find some alumni who will post comments• Ask faculty to post info and comments• Be an expert in something• Pass questions/comments to appropriate dept• Schedule posts for the semester• Find informal advisors

Post/Comment Examples

Post/Comments Examples

Post/Comment Examples

Greeley Smells

• We are used to controlling the message • We can counterbalance negative comments

• Above all, be authentic• Never never be defensive or condescending• Okay to remove certain comments

• http://www.facebook.com/#!/terms.php

The Guidelines

• Approval– Need two faculty/staff employee administrators

for department site– Student clubs can contact Student Activities to

work with Clubs and Orgs G.A.

• Account Responsibility– Admins are responsible for following all guidelines

and policies, including FERPA

The Guidelines

• Spam, viruses, malware, the usual bad guys • Any application added to your site should be

approved by IMT, even those listed on Facebook

• Educate students working with your site• If you question a posted link, Google it or call

User Support

The Guidelines

• Consistency– Consistent names– Ask Web Comm for profile image– Get images form UNC’s site,

http://www.unco.edu/websupport/webimages/ – www.unco.edu/marketing/ for logos– Add links to other UNC Facebook pages (favorites),

including official main page

The Guidelines Inappropriate Content

The Guidelines

When to Remove a CommentFrom Facebook– You will not bully, intimidate, or harass any user. – You will not post content that: is hateful,

threatening, or pornographic; incites violence; or contains nudity or graphic or gratuitous violence.

– You will not use Facebook to do anything unlawful, misleading, malicious, or discriminatory.

The Guidelines

When to Remove a Comment From UNC Social Guidelines• Inappropriate content includes advertising,

endorsement of products, discussion of legal matters affecting the university or political endorsements. Likewise, spam, flaming, personal attacks, and off-topic comments are not permitted and these types of comments should be removed or screened out if comments are reviewed first.

Removing a Post or Comment

Best Practices

• Establish Goals• Manage the Page• Protect yourself and others

– Don’t post personal info and remove posts/comments that do

• Disclose your identity• Be accurate

Best Practices

• Monitor Comments– Several times daily– Includes weekends and holidays– Questions and requests must be addressed

• Be a valued member– Share resources

• Think first– Refer media to UNC’s Public Relations

Best Practices

• Be professional– Grammar, spelling, punctuation– Tone– Comments– Photos, video– Train and monitor all students

Promote Your Page

Email

Newsletters

Print

Social Media

Web

Cross Promote

Top 10

1. LSU 323,997 2. Texas A&M University 254,302 3. University of Michigan 225,634 4. The University of Texas at Austin - Official Page 209,345 5. The Ohio State University 198,748 6. Penn State 163,617 7. The University of Oklahoma 157,500 8. University of Florida 152,691 9. Mizzou 145,211 10. University of Kentucky 138,497

Resources

• UNC Social Media Guidance Group• UNC Social Media Users meetings• Websupport site• Mashable.com• Rachel Reuben.com• Facebook help

Going Live

• Read the guidelines• Send in an application, receive notice• Start your page

http://www.facebook.com/#!/help/?faq=12809&tq

• Notify Web Communications• Link will appear on www.unco.edu/social/• Promote your page

Summary

• New territory• Need to be thoughtful• Need to be secure• Take it seriously• We will learn together

Questions