Social Media:
Taking It to the Next Level
Cindy Royal, Ph.D
Associate Professor
Texas State University
School of Journalism and Mass Communication
croyal@txstate.edu
www.cindyroyal.com
www.onthatnote.com
tech.cindyroyal.net
twitter.com/cindyroyal
facebook.com/cindyroyal
slideshare.net/clroyal
Social's Influence
•
Facebook – 800 million active users; added 200 million in 2011
•
Twitter – more than 140 millions active users making 340 million
tweets per day.
•
LinkedIn has 150 million + active users
•
Experian estimates that 91% of online American adults (approx. 129
million) access some form of social media each month.
•
98% of 18- to 24-year-olds access social accounts monthly.
•
Approximately 40% access accounts through mobile
•
Social media adoption amongst small business doubled from 2009
to 2010.
•
51% of Facebook users and 64% Twitter users are more likely to
buy from a brand they follow.
*http://www.socialmediaexaminer.com/26-promising-social-media-statsfor-small-businesses/
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Social Media Musts
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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
•
Twitter is a better for connecting with those you don't
already know
•
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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TXST in Fast Company
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Drake University Pinterest
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Keep an eye on
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Social Media Strategy
•
The 3 most important reasons small businesses leverage
social media are:
–
Connecting with customers
–
Visibility
–
Self-promotion
•
What are your goals for social media?
–
Outreach
–
Engagement/Interaction
–
Promotion
•
How does social fit into larger company or 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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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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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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Consider How to Incorporate Data
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Consider How To Incorporate Data
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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, customers/clients 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;
Wired; tech section of NY Times and FastCompany.com
•
SXSW Interactive - sxsw.com
•
Links
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www.inc.com/john-brandon/9-tips-boost-your-business-pinterest.html
–
www.usatoday.com/money/smallbusiness/story/2012-03-11/cnbcpinterest/53443230/1
–
pinterest.com/mshahab/brands-businesses-blogs-on-pinterest/
–
www.mediabistro.com/alltwitter/small-business-social-media_b14294
–
www.socialmediaexaminer.com/26-promising-social-media-stats-for-smallbusinesses/
–
searchenginewatch.com/article/2163408/Twitter-Turns-6-From-140-Characters-to140-Million-Users
–
econsultancy.com/us/blog/7171-the-top-50-brands-in-social-media
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wiki.kenburbary.com/social-meda-monitoring-wiki
–
www.socialable.co.uk/12-killer-analytic-tools-to-measure-your-success/
–
mashable.com/2012/02/09/social-media-analytics-spreadsheets
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