April 2012 UNC SOG CGIO Presentation

wadya

knw bout web2.0?

Social Media – Benefits and ChallengesKathy McCullough-TestaC: April 2012

?How

Are You

Social

Social

the communication

medium of choice

Social networking is nowmore popular

than email

A new member joinsLinkedIn

every second

If Facebook were a country,it would be the

3rd largest

Media

eReaders have surpassedtraditional book sales

The second largestonline search engine is

YouTube

http://youtu.be/0eUeL3n7fDs

SOCIAL MEDIA

SocialMediaMatures

Maybe it’s not so bad. How can I use it?

What good is that?

Oh no! How can I control it?

Twitter = What’s happening?

Facebook = What’s on your mind?

FourSquare= Where am I? Pinterest = What do I like?

YouTube = What I'm watching. LinkedIn = What’s

in it for me? Myspace = zzzzz

Brian Solis“Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web.”

WHY USE SOCIAL MEDIA?Build and Support Community

A community is best defined as a group of people who, regardless of the diversity of their backgrounds, have been able to accept and transcend their differences, enabling them to communicate effectively and openly and to work together toward goals identified as being for their common good.Source: Preparation & Guidelines for Community Building

WHY USE SOCIAL MEDIA?Quality/Differentiation

• Quality: Differences in quality are usually accompanied by differences in place

• Brand

• Reputation

• Building Trust

• Competitive Advantage

• Value Added: Homeowners, Businesses, Visitors, etc.Interesting Infographic: http://www.mediabistro.com/alltwitter/social-media-expert_b21173

BENEFITS• Build & Support Community

• Provide Information – Fast, Real Time, & In Various Formats

• Integration to Ensure Consistency in Message

• Openness & Transparency – Trust!

• Participation & Input

• Partnerships & Networks

• Develop Key Influencers

• Get Ahead of Negativity

• Building Larger Audience – Reaching More People

COMMUNICATION PLANS1. Event2. Message – Carefully craft and proofread! 3. Communicator4. Audience5. Timing6. Tools and Format7. Follow-Through 8. Maintenance9. Accountability

Social NetworksEmpower, Engage, & Inform

Social Media Devices

WhoIs Using

Social Media?

In the past two years, social networking site use among internet users age 65 and older has grown 150%, from 13% in April 2009 to 33% in May 2011. Similarly, during this same time period use by 50-64 year-old internet users doubled—from 25% to 51%.

WhoIs Using

Social Media?

TRACKING• Each site has its tracking tools

• Can integrate with Google Analytics

• Google Alerts & Social Mention

• Time-Consuming

• Products & Companies Provide Tools– Costly

– Reputation Management???

• Dashboard Reporting: likes, shares, increase in followers (fans), key influencers, discussions

CHALLENGES• Selecting the “Right” Social Media

• Integration with Traditional Communications– Website, Email, Print, Releases

• Programming Expertise & Staff

• Segregating from Personal Accounts

• “Fear of Engagement” & Negativity

• Legal Issues

• Fast, Quick, Real Time

• Maintenance and Ease of Updating

• Policy versus Responsiveness

FUTURE• What’s next?

• Tip: Only use what you can manage effectively. Focus on Quality…not Quantity of Social Media.

• Always-Changing and Evolving

• Your guess is as good as any

RESOURCES• http://mashable.com/

• http://www.prdaily.com/Main/Home.aspx

• LinkedIn News; RSS Feeds; Pulse Feeds

• “Socialnomics” by Erik Qualman

• “Engage” by Brian Solis

• Social Media Monthly Magazine

• Professional Websites

• Tumblr: http://www.tumblr.com/blog/kathymcculloughtesta

• ...

“We don’t have a choice on whether

we DO social media,

the question is: how well we do

it.”

Erik Qualman“Socialnomics: How Social Media Transforms the Way We Live…”