Social Media goes to College; Presentation on building social media communities for UNC CASUE 2010.

1. Social Media Goes to College:
Building Your Campus Community
Jen Riehle (@ncsumarit)
John Martin (@nematome)
NC State University, Office of Information Technology (@ncsu_oit)

2. Welcome!
What are we doing here?
Dealing with Policy
Making Your Plan
The Implementation
The Reckoning
Discussion & Questions

3. Disclaimers
This is not Social Media 101
We are not going to call it “Web 2.0”
We WILL tell you how to figure out if you should be using social media; what to use; how to
implement it; how to make it work in a campus community
We’re going to talk about integrating social media into your business plan and workflow and using it to improve your
relationship with your constituency.

4. What is social media?
so●cial me●di●a
n.
Def: Blending of technology and
social interaction for the co-
creation of value
Wikipedia has several definitions but at its core says “blending of technology and social interaction for the co-creation of value”
With a definition like that, social media can include buying a latte at your local internet cafe. VERY broad.
We’re going to break it down a little into TYPES of social media TOOLS

5. Conversation
Services
Facilitate conversation
between users
Ex. Facebook, Twitter,
Ning

6. Information
Services
Serve as a (primarily)
one-way communication
resource to users
Ex. Wikimedia, Blogger,
WordPress
LinkedIn

7. Photo-sharing
Services
Share photos
Ex. Flickr, Picasa,
SmugMug

8. Video-sharing
Services
Share video
Ex. YouTube, Vimeo
Could mention iTunesU here briefly

9. Location-based
Services
Check-in at locations and
events
Ex. FourSquare, TriOut,
Yelp

10. The Tools
Twitter
Facebook
FourSquare
YouTube
Flickr
LinkedIn
WordPress
Wikimedia
Ning
Poll ‘em?
Look around at who is using what!

11. Dealing with Policy

12. 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
State of NC has
- Social Media Best Practices and tutorial (12/09)
- No retention requirements specific to social media at this time (have them for e-mail and websites)
NCSU has
- communications plan
- no social media plan YET - comm plan being redone

13. Do You Need a Policy?
Yes

14. 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
Legitimizes the effort

15. 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
Coke’s Policy:
1.Be Certified in the Social Media Certification Program. 2. Follow our Code of Business Conduct and all other Company policies.
3.Be mindful that you are representing the Company. 4. Fully disclose your affiliation with the Company.
5.Keep records. 6. When in doubt, do not post. 7. Give credit where credit is due and don’t violate others’ rights.
8.Be responsible to your work. 9.Remember that your local posts can have global significance. 10. Know that the Internet is permanent.

16. Making Your Plan

17. Your Plan,
Your Rules
o So we talked about the policies and plans above you and they are important
o But if you want to use social media you have to decide for yourself WHAT to use, HOW and WHEN to use it, etc.
o It’s your turn

18. 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
Want to offer customer service? Provide information?
Be a resource when people need help? SME? Build a brand?
Ex: ncsu_oit, sysnews, ncsu_help

19. 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)
DON’T USE EVERYTHING. No one needs all these.
Evaluate each category and determine the categories and tools that best serve your purpose.

20. 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?
Audience: young, old, net users?
One-way communication vs. two-way communication

21. 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?
Try to find people who are passionate about this; that will make it easier to succeed
It takes a TEAM of people
Training in writing for the web; communications
This is not “goofing off”! This takes time and skill and needs to be considered a real responsibility

22. The Employee Factor
Other people in your organization are going to be using social media
The story of “Rick”

23. 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
HOW TO: Handle an Employee's Controversial Online Behavior (Mashable Article)
Triage approach: 1) Assess the message, 2) Do you want to respond? 3) Evaluate the purpose of the post (Unhappy customer/
Dedicated complainer/comedian want-to-be.
Create good habits: For every post: audience, context, purpose

24. 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
If you plan to assess your success make sure you have some metrics in mind and that you do some work to track your success -
later ROI slide

25. Warning: Preparedness
In case of emergency, have a plan
In case of negative interactions, have a plan

26. Warning: Security
Some scams, phishing attacks, hackers going after social media tools
Firesheep, Koobface,
Keep computers secure
Keep employees informed on the latest bad stuff
Koobface: Worm spread on Windows, Mac OS X, and Linux to get sensitive information such
as credit card numbers. Spread by sending e-mail to a friend to look at something that
purportedly requires flash to up updated. When click on button to update flash, worm
downloaded.

27. 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
Expectations about what you tweet, how often, your level of expertise in your niche, etc.
There will be some expectation that if they direct something at you, you will respond
You must be able to meet and exceed their expectations or they will stop following you and,
even worse, they’ll tell others to as well

28. The
Implementation

29. Create Your Profile
And I don’t just mean ID and password...
CREATE YOUR IDENTITY / PERSONA
Find a voice/tone and stick with it. Can be funny, cool, have a gimmick, whatever but goes
with your social contract (audience expectations) so make it work

30. Crafting Your Post
Know your AUDIENCE
In what CONTEXT will your audience be
reading?
What is the PURPOSE of your readers
visit?

31. Audience
Student, Faculty, Staff (careful when mixed)
Knowledge domain of your topic (IT)
Don't bury the lead (“All faculty and staff will be attending an off-campus DE continuing
education session on Thursday”)

32. Context
Electric sign or desktop or smartphone or iPad
Operating system
In a place where sound isn't appropriate?
First time site visitor or repeat visitor?
Potential "unique" context (Student Health Services website)

33. Purpose
- know what you’re trying to convey
- know what they’re trying to accomplish (make it task-oriented)

34. Communicative Purpose
“That post is from NC State OIT!”
Example: NC State OIT
Goal is for reader to say this. Short of that, "Oh that makes sense."

35. You are what you tweet
Advertising (workshops, seminars, services,
events)
Announcements (outages, change
management, security issues)
News (technology, education, technology in
education)
Customer Engagement

36. 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
Advertising

37. 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
Announcements

38. 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
News

39. 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.
Customer Engagement

40. More Engagement

41. Hashtags and Searches
Hashtags tie content into larger
community themes
#ncsu_oit, #orientation, #gopack
Makes tweets easier to find and
aggregate
Proactive Customer Engagement story (matt woodward: “Taking action proactively.”)
Tools like Tweetdeck and Tweetgrid to follow multiple users and hashtags
Where did my tweets go?
Twitter doesn’t save everything, so if you want to you need to 1. actively make that effort
with a text file or 2. sign up for The Archivisit, TweetDumpr

42. 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

43. Rules for Success
1. Be authentic
2. Have fun
Your audience will know if you’re not being yourself, if you’re not having fun; you won’t post
because you’re frustrated.

44. The Reckoning

45. Reputation
Get into good habits
Pay attention to what’s being said about you
Deal with negative feedback
Find good resources and share your knowledge
Eventually you will become the resource and you’ll get more followers
Tools like Tweetdeck and Tweetgrid to follow multiple users and hashtags
DON’T IGNORE IT. Take the high road; ask for feedback; move on

46. 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
Tools: Omniture, ViralHeat (built with SAS analytics), ShareThis- Argyle Social downstairs
But what does “success” mean? Subjective AND objective

47. You are not in control
ANYONE can say ANYTHING at ANYTIME
Pay attention
Try to take the high road. When it becomes abusive, you should deal with that.

48. 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
Just because you haven’t posted in ages, does’t mean you should stop; DOES mean you
should re-evaluate

49. Questions &
Discussion

50. BIG PHOTO THANKS!
STÉFAN

51. 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