social media : taking it to the next level cindy royal, ph.d associate professor texas state...
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Social Media: Taking It to the Next Level
Cindy Royal, Ph.D
Associate Professor
Texas State University
School of Journalism and Mass Communication
www.cindyroyal.com
www.onthatnote.com
tech.cindyroyal.net
twitter.com/cindyroyal
facebook.com/cindyroyal
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Social Media Musts
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Social in Higher Ed• Facebook – most used in higher ed; 98% in 2011 vs. 61% in
2009
• Twitter – 84% in 2011; close to 0% in 2009; allows schools to send up-to-date announcements
• LinkedIn – 47% in 2011 vs. 0 in 2009; used by Admissions professionals and career services
• Close to half of universities continue to maintain a blog and a little more than a third continue to use message boards.
• Social media used by professors in classrooms and out, to foster school pride, to connect with potential students, faculty professional development and networking, general outreach to parents and alumni
*http://mashable.com/2012/02/03/higher-education-social-media/
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Twitter: some hidden benefits
• Don't need to be a user to see someone's tweets
• Use a widget to repurpose tweets on your site.
• Twitter is one-way, not a reciprocal relationship.
• Real-time search – can see what people are saying about something right now.
• Use a Twitter Alert tool to get immediate updates.
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Give it a try
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Drake University Pinterest
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Keep an eye on
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Social Media Strategy• What are your goals for social media?
– Outreach– Engagement/Interaction– Promotion
• How does department/unit/faculty strategy fit into larger university strategy?
• How does it fit into the larger digital strategy? – Web presence– Mobile
• What is the value you are adding to the community?– Thought leadership– Resources– Discussion
• What value is your social media activity bringing to you? How can you measure effectiveness?
• Develop guidelines, support best practices
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Key Considerations
• Strong website/blog is still important
• Authenticity
• Transparency
• Engagement
• Fostering community
• Thought leadership
• Branding
• Promotion
• Sharing – How easy do you make it?
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How are you integrating your social platforms?
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How are you integrating your social platforms?
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How are you integrating your social platforms?
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Measurement
• Traffic
• Followers/Fans
• Retweets
• Replies
• Mentions
• What people are saying about you online – mine blogs, Twitter, Facebook, even Yelp
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Google Analytics
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Twitter Analytics
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Twitter Analytics
Tweet Stats
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Twitter Analytics
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Twitter Analytics
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Facebook Insights
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Ustream Analytics
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Klout
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Klout
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Klout
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Search Engine Optimization
• Can get complicated, but the basics are:– Incoming Links
• Interaction on social media
• Commenting• Excellent content
– Keywords/phrases
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Tips• The biggest mistakes you can make are not trying, not
paying attention
• Have qualified, related person/people working with your social media
• Engage, don't just promote
• Regular maintenance and updates
• Must try tools on your own to understand how you might use professionally
• Emulate best practices
• Have fun; be creative
• Remember, students are making judgments about your schools and programs based on the social media presence.
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Best Practices
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Best Practices
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Best Practices
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Best Practices
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Best Practices
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Best Practices
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Resources• Crush It and Thank You Economy by Gary Vaynerchuk
• Delivering Happiness by Tony Hsieh
• Read Tech blogs like Mashable, Read Write Web, TechCrunch, SmashingMag, 10,000 Words; tech section of NY Times and FastCompany.com
• SXSW Interactive - sxsw.com
• Links
– http://wiki.kenburbary.com/social-meda-monitoring-wiki
– http://mashable.com/2011/10/10/universities-social-media/
– http://www.usatodayeducate.com/staging/index.php/the-20-colleges-making-the-best-use-of-social-media
– https://foursquare.com/universities
– http://www.studentadvisor.com/top-100-social-media-colleges
– http://www.usnews.com/education/best-colleges/articles/2011/11/29/3-ways-to-use-foursquare-to-connect-with-your-college
– http://mashable.com/2012/02/03/higher-education-social-media/– http://www.socialable.co.uk/12-killer-analytic-tools-to-measure-your-
success/
– http://mashable.com/2012/02/09/social-media-analytics-spreadsheets