Introduction to Social MediaCindy Royal, Ph.D

Associate Professor

Texas State University

School of Journalism and Mass Communication

croyal@txstate.edu

cindyroyal.com

@cindyroyal

slideshare.net/cindyroyal

Social is here to stay• 73% of online adults use a social media

platform of some kind.

• 42% use multiple platforms

• Facebook is the most prevalent with 71% of online adults

• Different sites skew toward different niches or demographics

• Facebook has high levels of engagement; 63% visit once a day; 40% visit multiple times per day.

• Instagram and Twitter also have highly engaged users, although smaller user bases.

http://www.pewinternet.org/2013/12/30/social-media-update-2013/

And mobile is key• Smartphone users are young

(18-29; 83%), educated (college; 71%) and have high incomes (81% make $75k+)

• 58% of American adults have a smartphone; 42% own a tablet

• 34% of cell Internet users go online MOSTLY via their phone.9% of adults have texted a charitable donation from their phone

• While overall charitable giving in the U.S. grew 4.9% in 2013, online giving grew 13.5%. Sixty-two percent of Generation Y donors said they would contribute to charitable causes by mobile phone.

http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/

Start a BlogBlogging allows you to tell stories, engage in thought leadership, have a focal point for your activities.

Facebook • Facebook is a fun place to share with friends

• One of the most popular social media platforms

• Companies, brands and celebrities use Facebook to connect with fans

Twitter• Twitter is free and simple

• Allows you to develop your brand, engage with followers

• Use widgets to repurpose to your Web site or blog. New content all the time.

• Respond to questions

• Retweet interesting items

• Tweet blog content

• Desktop and mobile applications

Photosand Visuals

• Instagram - add filters to photos (Facebook purchased in 2013)

• Pinterest – another visual platform; pin items; grouping

• Tumblr – a blogging platform that relies heavily on the visual (Yahoo purchased in 2013)

• Other photo sharing sites still exist like Picasa and Flickr

• Selfie crazy!

Video• Use your phone

• Learn to use simple editing software like iMovie or Windows MovieMaker

• YouTube

• UStream

Go Mobile

• Find apps that will allow you to expandyour social media activities

• News apps help you stay in touch

• Twitter apps – allow you to Tweet when you are on the go.

• Qik and Ustream – live stream video from phone

LinkedIn • Your LinkedIn profile can connect you to thousands of professionals

• Search for connections at companies of interest

• Create a LinkedIn profile that reflects your interests and background much like a resume

• Include your Website on your LinkedIn profile

Location-based• Foursquare (NYC)

• Location as part of other apps, like Yelp, Facebook, Twitter, etc.

• Share location, photos with friends

• Get tips and recommendations

• Locations can provide incentives to users

• Integration with Facebook, Twitter, Tumblr, etc.

Messaging

• WhatsApp• GroupMe• Threema, Line• SnapChat• Whisper, Secret

AnalyticsUse Google Analytics or those associated with your blog platform to get information about users, locations, link referrals, etc.

Future

• Wearables• Virtual reality• Data• Drones• Platforms in

media• Second-screen

engagement• Coding for

everyone• Sharing economy• Bitcoin,

cryptocurrency

Brands and Social

Brands and Social

Brands and Social

Brands and Social

Brands and Social

Leveraging Social

• Be where your customers, clients, users are – may require presence in multiple spaces

• Develop social strategy to integrate messaging• Engagement• Make sure everyone knows their role, their responsibilities• Don’t leave social to an intern or a pr company – voice must be

authentic• Seek inspiration from others, follow other organizations and

brands• Stay up-to-date conceptually• Try new things, have fun!

Resources• SXSW Interactive • Read Tech blogs like Mashable, Read Write Web,

TechCrunch, SmashingMag, 10,000 Words, Wired.Tech section of NY Times and FastCompany.com

• Online Journalism Review Archives - ojr.org • Convergence Culture by Henry Jenkins• The Long Tail and Free by Chris Anderson• Digital Riptide – digitalriptide.org• KPCB Internet Trends –

www.kpcb.com/internet-trendsPew Internet – pewinternet.org

Non Profit Resources• 50 Non Profit Statistics – www.npengage.com/nonprofit-

research/50-fascinating-nonprofit-statistics/• Blackbaud Charitable Giving –

www.blackbaud.com/nonprofit-resources/charitablegiving

• Blackbaud Generational Giving – www.blackbaud.com/nonprofit-resources/generational-giving-report