Social Media Goes to College

Social Media Goes to College:Building Your Campus Community

Jen Riehle (@ncsumarit)John Martin (@nematome)

NC State University, Office of Information Technology (@ncsu_oit)

Welcome!

What are we doing here?

Dealing with Policy

Making Your Plan

The Implementation

The Reckoning

Discussion & Questions

Disclaimers

This is not Social Media 101

We are not going to call it “Web 2.0”

What is social media?

so●cial me●di●an.Def: Blending of technology and social interaction for the co-creation of value

Conversation Services

Facilitate conversation between users

Ex. Facebook, Twitter, Ning

Information Services

Serve as a (primarily) one-way communication

resource to users

Ex. Wikimedia, Blogger, WordPress

Photo-sharing Services

Share photos

Ex. Flickr, Picasa, SmugMug

Video-sharing Services

Share video

Ex. YouTube, Vimeo

Location-based Services

Check-in at locations and events

Ex. FourSquare, TriOut, Yelp

The Tools

Twitter

Facebook

FourSquare

YouTube

Flickr

LinkedIn

WordPress

Wikimedia

Ning

Dealing with Policy

First, do no harm

Look for your University Communication Plan and/or Social Media Policy

Review the State “Social Media Best Practices” (12/09)

Be aware of Records Retention issues

Do You Need a Policy?

Yes

Why You Need a Policy

Ensures you’re following policies and guidelines at university and state level

Gets buy-in from management

Helps lay groundwork for your Social Media Plan

Key Elements in a Policy...

Authenticity and Transparency

Protecting confidential Information (FERPA)

Copyright Concerns

Respecting Your Audience

Obeying Terms of Service

Brand and Naming Guidelines

Making Your Plan

Your Plan, Your Rules

1. What are your goals?

Determine your objectives:

Why are you here? What do you hope to achieve?

Find a niche and be an expert

Too many objectives? Consider multiple accounts

2. What tools should you use?

Conversation Tools (Twitter, Facebook)

Information Tools (blogs, wikis)

Photo-sharing (Flickr, Picasa)

Video-sharing (YouTube, Vimeo)

Location-based (Foursquare, TriOut)

2. What tools should you use?

Who is your audience and what are they using?

What is the purpose of your message?

How many channels of communication can you commit to?

What channels are best for your message?

3. Create/amend your business model

What outreach is already being done and how does this fit in?

Who/how many people will be doing this?

What will the workflow look like?

Will they be trained?

Will this be in the job description/work plan?

The Employee Factor

3.5. The Employee Factor

Educate employees about the communication plan and social media guidelines

Encourage them to participate in the community, when appropriate

Have guidelines for employees social media behavior

Opportunity to coach management

4. Set Expectations

Consider your assets:

Do you already have some processes in place?

Do you have any in-house expertise?

How are your peers doing?

How much time and money are you investing in this endeavor?

Be realistic

Warning: Preparedness

Warning: Security

Remember...

You are not just making a plan to share information; you are making a plan to

build a community

You are making a social contract between you and your followers

The Implementation

Create Your Profile

Crafting Your Post

Know your AUDIENCE

In what CONTEXT will your audience be reading?

What is the PURPOSE of your readers visit?

Audience

Context

Purpose

Communicative Purpose

“That post is from NC State OIT!”

You are what you tweet

Advertising (workshops, seminars, services, events)

Announcements (outages, change management, security issues)

News (technology, education, technology in education)

Customer Engagement

Introduction to Excel 2007 Part 3 (formulas, macros, drop down lists) 04/22, 1:30-4:00, 6 seats left, More info/sign-up: http://idek.net/7U8

ncsu_oit

Tiny URLs can be big security risk! (And you know Twitter uses them extensively.) http://oit.ncsu.edu/news-releases/tiny-urls-can-be-big-security-risks

ncsu_oit

RT: @hfrankm3 NCSU's library lends all kinds of cool equipment... Including iPods & Kindles. [ & MUCH MORE! see http://idek.net/6F1 ]

RT: @higheredu STATS: U.S.A. Social Networking Rankings: http://tinyurl.com/9bply5 (Twitter in 17th [Hitwise] & 9th [Nielson] place resptvly)

ncsu_oit

Thanks for the follow. Welcome to NC State! Hope you enjoyed our IT presentation. :)

Yeah, first presentation I've stayed awake for the whole time haha

Ha! We're flattered! Best of luck in your time here, & don't hesitate to call on us if you have technology needs/problems while you're here.

More Engagement

Hashtags and Searches

Hashtags tie content into larger community themes#ncsu_oit, #orientation, #gopack

Makes tweets easier to find and aggregate

Building Community

Make sure there is always someone listening (and responding!)

Reward contributions

Promote and encourage UGC

Use screen names and connect names with faces

Welcome n00bs, orient them

Connect with other local communities

Rules for Success

The Reckoning

Reputation

Get into good habits

Pay attention to what’s being said about you

Deal with negative feedback

Return on Investment

First, have a goal (see: The Plan)

Use tools to monitor success:

Google analytics

URL shorteners that track usage (bit.ly, goo.gl)

Facebook pages monitor usage

Many new tools for monitoring social media usage

You are not in control

When to Bail

It will take time

This is an enhancement, not a replacement

Don’t look at the number of people, look at the quality of connections

You’re using it whether you like it or not

Questions & Discussion

BIG PHOTO THANKS!

STÉFAN

Thank you!Jen Riehle (@ncsumarit)

John Martin (@nematome)NC State University Office of Information Technology (@ncsu_oit)

Please review this session!http://joind.in/talk/view/2014