3/23/2015
What Social Media Platform is
Right For You?
Social Media Overview
March 25, 2015
Michele Walfred
walfred@udel.edu
@mwalfred (Twitter)
Review
• Your objectives
• Why Social Matters
• Review the major social
media platforms
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For the Chat Box
• Nature of business/profession
• What do you hope or think
social media might add?
• Example:
– Florist, Winery,
– Produce Stand
– Extension agent
– Farm
– Advocate for Ag
– Services
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My Background
Education
• University of Delaware
– Bachelor of Arts - Journalism
– Masters of Arts Liberal Studies- (Project Thesis was a WordPress blog)
– 2014 eXtension Fellow (NE) Social Media best practices
– 2014 University of Delaware Social Media Marketing Strategy Certificate
Social Media Experience:
Twitter: @Mwalfred @UDExtension @CarvelUD @Delaware4H & others
Facebook Pages: Delaware 4-H, UDExtension, UD Alumni, local politician,
other personal projects
Instagram: @Delaware4h @MDW302
Many slides courtesy of UD Social Media Marketing Strategy Certificate
Program
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WHY SOCIAL MEDIA MATTERS
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#Socialnomics 2014 by Eric Qualman
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WHO IS YOUR TARGET AUDIENCE?
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PLATFORMS
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I AM EATING A #DONUT
I LIKE DONUTS
THIS IS WHERE I EAT DONUTS
HERE IS A VINTAGE PHOTO OF MY DONUT
WATCH ME EAT A DONUT
MY SKILLS INCLUDE DONUT EATING
HERE’S A DONUT RECIPE
NOW LISTENING TO “DONUTS”
LET’S HANGOUT AND TALK ABOUT DONUTS
I ATE A DONUT AND DISAPPEARED
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Facebook
• 1.39 billion monthly users
– 107 billion users access on a mobile
device
• 890 million daily users (82% outside US)
– 500 million users only access on a
mobile devices
• 25-34 years old = 29%
• 16-24 years old = 25%
• Businesses are paying 122% more per ad
unit than a year ago
– $2.66 billion spent in Q214
http://www.business2community.com/facebook/25-facebookfacts-statistics-know-2014-0958172
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Twitter
• Approx. 1 billion users
– 35.5 million users in China (most in
any country)
• 284 million monthly users
• 500 million tweets sent daily
• 78% of active users are on mobile
• 77% of accounts are outside the US
• AUDIENCE: Organizations, mom’s,
diverse demographic, reporters,
government, NGOs
• Hashtag driven platform
https://about.twitter.com/company
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Google+
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2.2 billion users
300 million monthly users
American adults = 22%
3.3 minutes per month
Communities
AUDIENCE: Google employees, geeks,
nerds, photographers
• Google SEO advantage
• Largest audience is Indonesia, India, Vietnam
http://www.statista.com/statistics/376341/googe-pluspenetration-countries/
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YouTube
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1 billion users
4 billion views per day
6 billion hours viewed per month
100 hours of video uploaded per minute
Search Engine – 2nd to 4th position
Audience: Everyone
Video fact sheets. How to’s.
http://expandedramblings.com/index.php/resource-howmany-people-use-the-top-social-media/
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LinkedIn
• 332 million active users
107 million
• 3 billion total users
– 2 new users per second
• 3 million business pages
• 1.5 million groups
• 17 minutes per visit on average
• Reached 200+ countries
• AUDIENCE: Professionals
• Job Seeking – Networking – Publishing (Pulse)
http://expandedramblings.com/index.php/resource-howmany-people-use-the-top-social-media/
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Pinterest
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70 million users
80% of users are women
65% are ages 16-34
2.5 billion monthly pageviews
80% of pins are repinned
14.2 minutes per visit on average
98 minutes spent on site monthly
AUDIENCE: Females “Oprah” Audience – Millennials,
mom’s, women 25-40
http://expandedramblings.com/index.php/resource-howmany-people-use-the-top-social-media/
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Instagram
• 300 million active monthly users
• 75 million daily users
– Up from 7.3 million a year ago
• 34% of teens and millennials (14-24
years old) use Instagram
• 98% of US users are on app
• 70 million photos posted daily
– Up from 40 million a year ago
• 20 billion photos shared
• AUDIENCE: Teens especially to
adults
http://expandedramblings.com/index.php/resource-howmany-people-use-the-top-social-media/
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Vine
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40 million users
New
Six seconds. Owned by Twitter
Audience: Youth. Mobile only
http://expandedramblings.com/index.php/resource-howmany-people-use-the-top-social-media/
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SnapChat
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100 million monthly active users
400 million Snapchats a day
71 % of users are under 25
32% of US teens (13-17) use
Snapchat on a mobile device
http://expandedramblings.com/index.php/snapchatstatistics/2/#.VBml20vog5s
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Foursquare/Swarm
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45 million users
3.5 billion check-ins
30 million tips
1.3 million business pages
Launches Swarm in May 2014
http://expandedramblings.com/index.php/resource-howmany-people-use-the-top-social-media/
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Flickr
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92 million users
3.5 million photos uploaded daily
8 billion photos
Huge SEO driver to your website
Prominence on Google search engine
http://expandedramblings.com/inde
x.php/resource-how-many-peopleuse-the-top-social-media/
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Tumblr
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420 million users
69 million users monthly (US)
217 million blogs
99 billion posts
http://expandedramblings.com/index.php/resource-howmany-people-use-the-top-social-media/
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TERMS AND DEFINITIONS
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social media
noun
The interactions among people through creating and
sharing content in virtual communities.
Examples: Facebook, Twitter
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hashtag
noun
A string of letters or numbers preceded by a pound sign
that, when combined is commonly used to create “search
terms” within social networking sites.
Example: #FarmDE #AgChat #nature #horses #gardening
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tag
noun
Label for organizing content, often times used on blogs.
Examples: music, art therapy
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paid media
noun
When a brand pays to leverage a social media platform.
Example: Facebook ads, paid search
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owned media
noun
A company’s branded platform, which it manages.
Example: website, blog, Twitter account
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earned media
noun
Customer-generated content.
Example: Unprovoked praise on a user’s Twitter account
mentioning the company.
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shared media
noun
Brand content that propogates from one social network
user to another.
Examples: Facebook, Twitter, YouTube
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Curated media
noun
Collecting original, shared, earned and paid media (other
people’s content) in a platform you control & get credit for
Example: Creating a Storify/Rebel Mouse/Tagboard
account.
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SEO
noun
Acronym for “search engine optimization,” which is the
process of integrating keywords, tags and terms into your
website to boost its search engine ranking.
Example: CNN uses: CNN, CNN news, CNN.com, CNN
TV, news, news online, breaking news, U.S. news, world
news, weather, business, CNN money, sports, politics, law,
technology, entertainment, education, travel, health, special
reports, autos, developing story, news video
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algorithm
noun
A set of rules that define placement of content on social
networking sites.
Example: Facebook’s Story Bumping, Edge Rank
(previously used by Facebook)
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avatar
noun
Thumbnail size image that appears next to a username on
social networking sites.
Often a brand/logo
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viral
noun
Content that is quickly shared
online across social
networking sites.
Example: YouTube videos
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reach
noun
The number of online users who saw or were exposed your
content.
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Engage/Engagement (Rate)
verb/noun
Interacting with the content by liking, replying, repining,
commenting, sharing
The number of online users who saw or were exposed your
content. (Higher the better)
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WHO IS USING SOCIAL MEDIA?
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Pew Internet Report
74 % of adults online use social networking sites
http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
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Facebook Still Rules
http://www.pewinternet.org/2013/12/30/social-media-update-2013/
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Demographics of social media
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Approaches to Social Media
Rifle Approach
Shotgun Approach
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• Go on everything and
splatter your news
everywhere!
• (+) Greater
exposure/reach
• (-) Time management
nightmare!
• Tools available to help
Pick one or two platforms
Learn them well
Specialize
(+) Better for time
management
• (-) Limits your reach
• More comfortable for
newbies
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You Can’t Do It All! How to proceed?
1. Define your target audience
2. Select 2 platforms that reach that audience
3. Study how similar organizations use social media
1. Look for their engagement/number of followers/content
4. Create a plan for your business or organization
5. Identify who will serve as social media agents/teams
6. Study your analytics. Followers. Fans, Likes growing?
7. Are people engaging? Sharing, Retweeting,Commenting, Favoriting,Liking
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AVOID CONNECTED ACCOUNTS!!!!!
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3/23/2015
Upcoming Sessions
03/25/15
04/08/15
04/22/15
05/13/15
05/27/15
06/10/15
06/24/15
07/08/15
07/22/15
08/12/15
08/26/15
09/09/15
09/23/15
10/14/15
What social Media Platform is Right for you?
Twitter for Newbies
Twitter ‐ Tier Two
Creating a Strategic Social Media Plan for your Business
Personal or Professional Branding on Social Media
Linkedin
Social Media Privacy
Analytics
Enterprise Budgeting
Editorial Calendars
Newsletters
How to Create a WordPress Blog
Agvocacy
Figuring out Facebook Pages
Michele Walfred
Michele Walfred
Michele Walfred
Michele Walfred
Michele Walfred
Michele Walfred
Christy Mannering
Christy Mannering
Shannon Dill
Christy Mannering
Christy Mannering
Michele Walfred
Michele Walfred
Michele Walfred
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Questions
Social Media Overview
March 25, 2014
Meredith Chapman
walfred@udel.edu
@mwalfred
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