Using social media to communicate better
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Presentation given at the ICTF Conference 2012 outlining a social media strategy that can be used from individual up to the organisational level.
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Using social media to communicate better
- 1. Using social media to communicate better Kate Lindsay, Manager for Engagement and Discovery @KTDigital Thursday 5 July 2012
- 2. Today Overview of the institutional use of social media Why does social media matter? A strategy for social media use Defining goals Find your audience, discover your community Profile building Content creation and engaging tactics Gaining momentum Expanding your platform Measuring impact
- 9. Where do I start?
- 10. 1. Know your objectives Disseminate news Brand awareness Get feedback / ideas ‘Customer’ service Be part of a community Build a community Crowdsource Have a conversation!
- 11. 1. Know your objectives Increase web traffic by …. Increase citations by ….. Increase downloads by …. Increase connections by …. Increase attendance by ….. Raise £….. Foster culture / communication / learning through increasing conversations about ….. Gather feedback from …… on ……
- 12. 42 000 Facebook status update 173 000
- 13. 2. Choose you audience. Discover your community. 1. Who do you want to engage with and reach? 3. Listen to them! Look for keywords, advocates, and influencers Get a deep dive look at your audience profile
- 14. 3. Build a profile
- 19. 4. Content creation, engagement and building traction 1. Choose themes and topics 2. Select media types 3. Post regularly 4. Re-post others content 5. Make it shareable. 6. Create a content calendar 7. Map content to existing publicity
- 20. ww1centenary.oucs.ox.ac.uk/arras95 @Arras95: Contribute, Collaborate, Commemorate •Twitter campaign between 9th April and 16th May 2012. •Surface a key, but lesser taught, turning point of the War. •Crowdsource a teaching collection of usable learning objects.
- 21. ww1centenary.oucs.ox.ac.uk/arras95 an example of new digital storytelling… temporally structured archival blogging… moving us forward in the way we look at our particular corner of history… Oxford’s precursor to tweeting the WW1 Centenary…
- 22. ww1centenary.oucs.ox.ac.uk/arras95 It is now cluttered and confused, not helped by tweets commemorating the fallen; not I feel the purpose of the exercise.
- 23. ww1centenary.oucs.ox.ac.uk/arras95 One possible advantage of the brevity imposed by the 140 char limit, and the disjointed nature of things that some people have mentioned: is that it gives some impression of the fragmentary, and sometimes incorrect, nature of the reports being received on the way up the chain of command.
- 24. ww1centenary.oucs.ox.ac.uk/arras95 A knitted Battle of Arras Collection •2545 Tweets •9 new articles •132 OERs Image: Library of Congress, WW1 Poster Archive. Public Domain.
- 26. 5. Gaining Momentum 1. Enhance existing relationships 3. Mix social media and the physical world 5. Use some tools Hootsuite TweetDeck Social Spout ….t
- 27. 6. Expand your platform
- 29. 7. Measuring Impact 1. Focus on metrics that relate to your objectives 3. Share of conversation and reach 5. Invitations received 7. Number of hits to your blog / website via social media 9. Self-evaluation
- 30. A strategy for social media…in a nutshell. . Start Small. Focus on your Objectives. Then Grow.
Hinweis der Redaktion
- The University’s Facebook page has nearly 600,000 followers Messages include links to our news stories, publicising events such as last week’s undergraduate open days, and the publication of new podcasts Depts, faculties and colleges encouraged to submit stories, but they need to be for a broad audience ideally, and be very short and attention grabbing! They will be vetted and edited Carolyne is the contact We don’t engage in conversations with people because we don’t have the resources to do so
- The University’s twitter page has more than 40,000 followers It is managed by the University press office in Wellington Square It is news focused
- Other units within the University have their own Facebook and Twitter accounts too Here is an example from the Alumni Office
- Here is another example from the Alumni Office
- Some people within the University use it much more interactively – like this example from our Access Office. They run the annual UNIQ (pronounced ‘unique’) Summer School, which has its own Facebook page. On this page applicants for the summer school can ask questions and interact with students who have attended in the past.
- Social media use at Oxford has grown enormously in the past couple of years. Departments, colleges and services are increasingly using platforms such as Twitter to tell the university's story, and to directly engage with students, alumni, and the general public - hold conversations, answer questions and post their content. Oxford has over 120 accounts (risen from 80 in November) We have had social media convention at the OII, from the Bodleian Libraries an award winning 23 Things self-study programme, our courses team offer social media training, this year the Oxford Union debated Whether the House Believes That Social Media has Successfully Reinvented Social Activism It’s ok to be just as passive user, many people are. But this is an important shift in the way that we communicate – to not be part of the conversation is to ignore those you may be seeking to engage.
- Before you jump into using a particular tool or channel it’s a good idea to think about the plethora of social media tools that are available to you and if Twitter is the right tool to start with. Do you simply want to Broadcast information, use it as a marketing tool? Do you want to engage in conversation? Make connections? Publish openly? Think about who it is you want to engage with. What online spaces are they moving in? When it comes to choosing what social media you should use, you have too many choices. Choose one as your basic platform and grow from this.
- Amist this sea of data how do you find that twitter conversation that may lead to three new student applicants or that new research paper, that LinkedIn group that inspires a new conference, or that blog post that could damage your reputation? social listening. Before jumping into posting your content on social media. Monitor the community you seek to engage with- what are they like, what are they saying, where do they spend their time. If people are saying something about your work, your organisation you want to be in that conversation. Find key influences and advokates who can amplify what you are saying – why spend time on a blog when the most passionate advokates are on Twitter or Discussion Forums. lead to a deeper understanding of the audience for your own messages/ When it comes to choosing what social media you should use, you have too many choices. Choose one as your basic platform and grow from this.
- Set up an account Keep your username fairly short and avoid numbers or underlines: you want others to be able to remember it and type it easily. You can be anonymous if you wish, but I’d not recommend it: you are more likely to have interesting interactions with others if they know who you are. A brief description of what you do and what your interests are will help kindred spirits discover you. Do put up a picture, but if you would rather it not of yourself make it something symbolic – and unique!
- Able to tie a face and a name to the account to help build a community around it. All of the tweets coming out will still be about the organisation, with the exception of a few spice of life tweets to add some flair and personality. However, it will still be very clear that the person tweeting is doing so on behalf of the organisation and that’s their reason for being there. It is in no way seen as a personal Twitter account.
- Difference between being a representitive from a department or college tweeting on their behalf and being a project/organisation on twitter. Here’s no employee or real personality publicly tied to the account in any way. The focus is on promoting news, blog posts, services etc. It’s not on building genuine relationships with people. Everything that is done is done from the perspective of The Organisation.
- Creative tweeting! Character-based accounts have the tweeter posting from the voice, perspective and insight of an object/animal/plant/whatever. Everything is done through that character and the tweeter never breaks that character. It may sound silly, but we’re actually seeing a lot more organisations take this approach as they look for a way to stand out and connect with customers. If you do it right, it’s often ingenious. If you don’t, well, you just look silly.
- Ask your community directly. Ask your faculty. Consult your keywords in web analytics, monitor your community Plan for content creation Tweet Regularly Think of things you can tweet that are helpful to others Consistency is very important – if you have a few hours a week to commit then spread it out, rather than spend it in one chunk. Manage expectation by having opening hours – bio with the times they are available to tweet and the start the day with a ‘good morning’ and end with a ‘good night’ Show why you think something is valuable enough to pass on rather than just RT When retweeting think if you can put your own spin on it and do it via via instead. Follow Others and have a conversation Find people you want to follow, learn from and get to know and start replying to them and then start replying to them and share the things they have said. If you receive a random @ message from someone you don’t know promoting something it is probably spam. Craft your tweets 2. In order to
- Why Arras? - Yet despite the fact that the fighting at Arras reflects almost every aspect of the experience of the BEF in WW1 it remains under-studied, if not neglected. And it is not just among historians; visitors to the Western Front gravitate towards Ypres and the Somme. A greater daily death toll than any other fought by the Allies in the First World War. Join twitter (digital literacy)
- Why Arras? - Yet despite the fact that the fighting at Arras reflects almost every aspect of the experience of the BEF in WW1 it remains under-studied, if not neglected. And it is not just among historians; visitors to the Western Front gravitate towards Ypres and the Somme. A greater daily death toll than any other fought by the Allies in the First World War. Join twitter (digital literacy)
- Why Arras? - Yet despite the fact that the fighting at Arras reflects almost every aspect of the experience of the BEF in WW1 it remains under-studied, if not neglected. And it is not just among historians; visitors to the Western Front gravitate towards Ypres and the Somme. A greater daily death toll than any other fought by the Allies in the First World War. Join twitter (digital literacy)
- Why Arras? - Yet despite the fact that the fighting at Arras reflects almost every aspect of the experience of the BEF in WW1 it remains under-studied, if not neglected. And it is not just among historians; visitors to the Western Front gravitate towards Ypres and the Somme. A greater daily death toll than any other fought by the Allies in the First World War. Join twitter (digital literacy)
- When login to my email or the blog met with a picture like this…draft. Provide useage stats. Open publishing > to more citations (Melissa Terras), greater awareness General sense that it ’ s a good thing to do for the subject – get out of the trenches! Stop using this solomn tone more more into questioning and reappraisal. 2 nd problem came when ‘cooking up’ – mixing in images and media to highlight themes. The big providers to not release under an open licence. Nature or the Degree of open literacy. After a while contributors took it onto themselves to contact archives ad collection owners When log in to my account I ’ m met with a load of permission forms. Not just blogging….revisualisations. Problem – living resources. But do we need an editor?
- 1. Moving from looking for new relationships to enhancing existing ones 2. Start to mix social media and the real world, e.g. going to a conference or other event in your field, use twitter before, during and after the event to cement relationships 3. Think about using your social media more effectively by using a desktop application such as tweetdeck or Hootsuite. See: http://socialmediatoday.com/leo-widrich/371186/10-top-twitter-tools-suggested-pros
- Take your dialogue with followers to the next level and grow the relationship. Insert the ability to engage in your blog – a blog without engagement is called an article – interacting with the comment system changes a post from being something static to ecstatic.
- An approach called altmetrics (alternative metrics) aims to measure web driven scholary interactions – e.g. how often research is tweeted, blogged about or bookmarked. Do more tweets mean high citations? How do you measure the effectiveness of social conversations and relationships? Your potential reach includes everyone who is sharing your content, plus everyone in their networks. For example, If you have 10,000 fans and followers, and together they have 200,000 followers, then you have a potential reach of 210,000.
- If timely communication, engagement, relationships and conversation are considered of value to academic activities then, if used effectively, platforms such as Twitter can have a marked impact. With so many benefits and possibilities of social media listening and engagement, it’s easy to get overwhelmed or lose focus. Don’t worry about having a presence on every social channel or trying to tackle every content type at once. Only take on what you and your team can manage, and allow for expansions as you become more efficient.