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Blair Browning, Ph.D
Jimmy Sanderson, Ph.D
Internet platform that has the following characteristics (3 C’s):
Create and exchange
information
Collaboration among
users
Community
Many platforms, but the most prominent are:
YouTube
Snapchat
1 Billions Users worldwide (approx 20% of world’s population)
“Share” content with “Friends” or by “liking” page
No length restriction
2.5 billion pieces content shared daily
560 million active users Limits messages (tweets) to
140 characters, can embed links
Photos/Videos 5,700 tweets every second Accounts begin with the “@”
sign Connect by “following”
another user
Re-tweet – re-transmitting another Twitter user’s message
Hashtags – uses the # sign to group conversations Express Personality Search tool
“Mentions” – posts by other users that mention your Twitter account
Photo and Video Sharing site
150 million active users
Use Filters to enhance photographs
“Follow” other users
Comment function
Video sharing site
1 billion visitors each month
6 billion hours of video watch each month (approx 1 hour for every person on the Earth)
100 hours uploaded every minute
Per Nielsen, YouTube reaches more adults in 18-34 bracket than any cable network
Business Networking Site More “Professionally
Oriented” Join Groups and converse 277 million users 64% of all visits from social
media channels to corporate websites
The Power of Social Media lies in it capability to build and develop relationships!
Relationship Building and Cultivation should be the underlying principle guiding social media strategy
Listen, Listen, Listen!
Invite and Engage
Building Relationships
Brand and Message
Feedback Mechanism
Shape the Discussion
Building Relationships
“Liking” Facebook pages of partners and potential partners
Making sure to engage when key partner has extended interaction
Following “key” stakeholders on Twitter
Initiating Interaction with those stakeholders
Especially when they start the interaction
Exponentially increases the audience
Allows you the ability to create and shape messages
Gets your viewpoint/organizational news out frequently with minimal time/cost
Make sure and mention partners’ social media pages in postings
Coordinating in advance: Planned Events and Sponsorships on Social Media
Social media, by its nature, encourages people to share information
Key data for organizations
Listening provides opportunity to respond = ENGAGE
Giving people the opportunity share in the experience
Let people know how they can share
Hashtags (#NFHSBoston) are a great way to do this
Sharing what makes your Association (brand) distinct
What is it that makes your Association stand out?
How are programs branded?
How are partnerships branded?
People no longer call 1-800 numbers, they now give feedback on social media – good or bad
Provides an Opportunity to Respond and Build Brand Advocates
Responses are good, but look for ways to integrate a higher level of customer service
Social Media enables users to “shape” or “frame” messages
Shift narratives and introduce other ways of talking about issues
The “Hub” – points people where they need to go
Real-Time Response
Linking to Content on Facebook, Instagram, and YouTube and outside content (e.g., mentioning current and potential partners, esp. media)
Connecting to Larger Audience - Invite
Using Hashtags to Promote Conversations about Issues and Events
“ShowRoom”
Getting People to “Look” at Product (“Insider Access”)
Promoting content on Other Platforms
Inviting people to share experiences and thoughts
Responding to and reinforcing audience feedback
Tracking Events
“Art Gallery”
Visually showcasing what you have to offer
Use hashtags to encourage people to share their experiences with your organization
Responding and engaging to audience feedback
YouTube
“TV Station”
Videos of your organization and what makes it unique
Needs to be consistent and frequent, otherwise people will turn the channel
Content has to be promoted from Twitter and Facebook
Designating a Voice within the organization
Who are the people who will be handling social media?
Has to be an investment
Organizations need to set boundaries (guidelines) for social media activity
Permanence of Message (Screenshots)
Identifying goals and audiences
“Does the message reflect my overall goal?”
“Did I fully engage the people I had the potential to engage?” For example, re-tweet AND respond/mention
Social Media content (EVERY message/post) is then driven by these two factors
Listening and engagement have to be a priority
What would you do if the person making the comment said it face-to-face?
Practice CPR: Consistent Personalized Response
Developing a mindset/culture of sharing and inviting
Observe – Look at brands/organizations that are active on social media and see what they do
Jump In! – Don’t be afraid to take risks! Not everything you do will be a home run and that’s OK
Overcoming resistance – social media can be a differentiator, but requires investment and buy-in
For organizations, the power of social media lies in building and developing relationships
Blair Browning – [email protected]
@Blair_Browning
Jimmy Sanderson – [email protected]
@jimmy_sanderson
