@BeverlyMacy
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THE POWER OF SOCIAL MEDIA
IN DIGITAL MARKETING AND ADVERTISING
DIGITAL MEDIA EDUCATORS CONFERENCE
Beverly Macy June 13, 2014
Social Media for Business
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What is Social Media
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Social networking sites (Facebook, Twitter)
Blogs (Wordpress)
Video sharing sites (YouTube)
Photo sharing sites (Pinterest, Instagram)
Crowdsourcing (Wikipedia)
User reviews (Amazon, Yelp)
Streaming sites (Ustream, Live Stream)
Social bookmarking (Reddit, StumbleUpon)
Messaging (Snapchat/WhatsApp)
Social Media Literacy/ Social Business
Social media literacy refers to knowing how to use social tools and platforms to find
and gather information, share thoughts, and generate discussion.
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For businesses this has already generated massive opportunities to better connect
with customers and other stakeholders as well as improve the general perception of
their brand.
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Why It’s Important
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Social Media is the first line in due diligence. Job
applicants are Googled and their social platforms are
reviewed.
LinkedIn is the primary way employers find new talent. It
is the primary way job seekers can present themselves.
Businesses need workers who understand the massive
opportunities to better connect with customers and other
stakeholders. They also need workers who understand
the risks and pitfalls of mis-using social media.
Enterprises are using social tools internally to collaborate
and promote internal branding.
Video
http://www.youtube.com/watch?v=0eUeL3n7fDs
http://www.marketmenot.com/esurance-beatrice-offline-over-sharer-commercial/
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Case Study Examples
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American Red Cross
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1 Tweet turns into $33M in Haitian Relief
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Publishing in Real-Time
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Real-Time in the Enterprise
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Transform Government
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Community Building Through Extreme Sports
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Social Media Restart
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How Social Media Saved the Sunset Strip
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Customer Interaction Transforms Business
USAToday
EMC Corporation
Orange County Transportation Authority
Wahoo’s Fish Tacos
Mazda North America
The Roxy Theater
DIRECTV
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Luxury Brands Dominating Instagram
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Yelp To Advertise Your Business
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Yelp gets 75 million + visits per month
Yelp ranks for almost all local searches
Over 90% of Yelp users say positive reviews affect
their purchases
Engage with customers
Social Proof!
Pinterest for Small Business
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Pinterest is now the third most
popular social network
Shoppers referred to a site from
Pinterest are 10%. more likely to
buy
Pinterest referrals spend 70%
more money than visitors
referred from non-social
channels
Call-to-action pins increase
Pinterest engagement by 80%
Tutorials, Guides and & DIY Pins
see a 42% higher click through
rate
BE The Example
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Build School Spirit & Brand Image
Help Attract Prospective Students
Social Learning is HERE (Kahn
Academy)
Enhance Student Experience
Give Universities Ability To Find Out
What People Are Saying About Their
Campus
Positive Reputation Management –
Highlight Research, Etc.
Fundraising / Stay Connected with
Alumni
Social Campus
Athletics
Ticket sales
Events
Game Day
Buzz
Social
Communications
Brand
Awareness
Recruiting
ADMISSIONS
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Alumni
Community
Campus
Alerts
Networking &
Employment
Opportunities
STUDENT SERVICES
How Universities Use LinkedIn
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University Pages - Engage with millions of prospective and current students,
alumni, and parents.
Talent Acquisition- LinkedIn has become the place to find talent – especially
for passive recruitment (seeking those with positions).
Trusted Contacts—On LinkedIn you can quickly check references and interact
with people who may have provided a prospective employee a
recommendation.
Video Link https://www.youtube.com/watch?v=icBHQmtkU80
How Universities Use Twitter
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Promote your mission and culture
Twitter is the place to connect with
niche audiences pertinent to our
campus
Have conversations and build
relationships with individuals in the
industry #EdChat
Monitor best practices – who are
they following? Who’s following
them? What are they up to?
Student’s Social Voices
Social Media Campaigns (events,
sororities, fraternities)
 Student Generated Content
 Student perspectives
 Pictures /Video / Mobile
 Messaging Systems
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 WhatsApp,
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Snapchat
Crisis Management
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 During an emergency, students, staff, and
media outlets inevitably turn to social media
to share and seek out information
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When events are developing in real time,
campus officials must be ready with an
actionable plan for monitoring and
communicating through social channels
 Monitor multiple social networks for realtime information from students and other
sources
 Centralize control of university social
accounts in order to broadcast accurate
and timely updates across all networks
and prevent the transmission of
misinformation
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Instagram Best Practices
1. Universities are using Instagram to showcase their beautiful
campuses and surroundings
2. Universities are using Instagram to share events and public
lectures
3. Universities are using #ThrowbackThursday on Instagram to
share their history
4. Universities are using Instagram to showcase student activities
5. Universities are using Instagram to connect directly with alumni
and followers
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Alumni Relations
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97% of U.S. colleges and universities
are using social media to engage alumni
Outreach and fundraising for both
young and old alumni
Alumni Relations professionals solicit and
monitor feedback from former students
in multiple social media channels on
LinkedIn and Facebook. They can also
look
This monitoring can reveal the pulse of
the alumni community: how they are
reacting to new executive hires, strategic
initiatives, fundraising campaigns, and
more
Blogging
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What is a blog? A tool for communicating with
students, alumni or employees to share
knowledge & expertise, drive additional web
traffic and connect with potential students, staff,
speakers, suppliers, etc.
Used by professors, universities, alumni, students.
Provides opportunity to share their knowledge
with a larger audience.
Campus Social Voice
Your Social Voice should echo the BRAND
message and mission
 Provide valuable content to online audiences
– lots of pictures and videos
 Campus news, upcoming events, and day-today occurrences
 Be enthusiastic and conversational - Promote
your culture
 Remember, everything’s mobile now
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Beverly Macy
(310) 860-4788
beverlymacy@gmail.com
@beverlymacy
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@BeverlyMacy