2. Social Media: Do’s and Don’ts
What will be covered?
• What is social Media?
• What are we doing?
• Do’s and don’ts
• What do we need to do?
• Dealing with bad feedback/publicity
• How Social Media helps
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3. Social Media: Do’s and Don’ts
What is social media?
• Social Media is millions of people
having conversations online 24/7
• 2/3 of the global internet population
visit social networks
• Visiting social sites is now the 4th most popular
online activity (ahead of personal email)
• Social networks account for 10% of all internet time
• Social media is like word of mouth on steroids
• Social Media is democratizing communications
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5. Social Media: Do’s and Don’ts
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6. Social Media: Do’s and Don’ts
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7. Social Media: Do’s and Don’ts
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8. Social Media: Do’s and Don’ts
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9. Social Media: Do’s and Don’ts
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10. Social Media: Do’s and Don’ts
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11. Social Media: Do’s and Don’ts
Twitter
• Over 15 accounts University wide. Main University
account (@uniofbeds has nearly 3,000 followers)
• Currently most powerful – due to extensive reach,
amount of activity, ease of updating, via mobile
• # Hashtags @ signs and retweets
• Ability to Geotag posts and add images
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12. Social Media: Do’s and Don’ts
Facebook
• 15+ regularly updated University accounts
• 13,000 likes on our main page
• Promoted posts (appear in people’s
timelines and receive great feedback)
• Targeted posts (based on age,
location, marital status, interest etc.)
• Places (lists location and shows friends
where you have been)
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13. Social Media: Do’s and Don’ts
YouTube
• All pushed through one central account
with specific playlists
• Over 332,918 video views and 400 videos
• Embeddable videos and playlists –
website, screens, other social media,
accessible on smart phones
• Subtitling functionality
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14. Social Media: Do’s and Don’ts
Blogging
• 22 University blogs. Also have student bloggers
• Ability to post comments, monitor visits
• Written from a personal viewpoint, quick to update
• RSS feeds allow blog posts to be fed through
to the website
• Blogger has high search engine optimisation
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15. Social Media: Do’s and Don’ts
Instagram
• One new account with over 100 followers
• Popular with more creative student demographic
• Purely visual and and great to give a
friendly overview of the University facilities
• Account linked with Twitter/Facebook
• Posted a geotagged photo of our Bedford
campus yesterday, within 5mins - 10 likes
• Bookshop photo instigated much conversation
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16. Social Media: Do’s and Don’ts
Google
• Google + is great for Search Engine Optimisation
• AdWords – great to drive traffic to site.
• We currently have all five campus locations
mapped on Google maps
• Google Documents allows for collaborative
working and for live documents, spreadsheets
and images to be embedded into the website
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17. Social Media: Do’s and Don’ts
And some more!
• LinkedIn – great searching functionality
(particularly for Alumni), can check who
has been viewing your profile
• Pinterest – can ‘pin’ favourite content.
Great to showcase student work
• Wikipedia – Over 1,000 public edits to our
Wikipedia entry, not all of them positive!
• Spotify - Very targeted marketing possible.
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18. Social Media: Do’s and Don’ts
Social Media Integration
• Can cross post from social media
• Social bookmarking links,
Twitter feeds,
Facebook profile info,
Embedded videos from YouTube,
Embedded photos from Flickr,
Embedded Foursquare locations.
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19. DO
1. Have a picture on your profile.
DON’T
1. Don’t change your profile
photo/icon too frequently.
20. DO
2. Think of it as a conversation.
DON’T
2. Think of it as a sales pitch or
monologue.
21. DO
3. Ask for testimonials and
feedback. Build relationships.
DON’T
3. Ask for money, customers or
followers or be a blatant seller.
22. DO
4. Synchronize your contacts
to find relevant connections.
DON’T
4. Add hundreds of people you
don’t know to your network.
23. DO
5. Reserve your preferred
username on all networks.
DON’T
5. Feel as though you have to be
active on all social networks.
25. DO
7. Be responsive. Answer people’s
questions, make comments.
DON’T
7. Update in rapid-fire, regimented
style.
26. DO
8. Be a consistent personal brand.
DON’T
8. Post anything you’ll be sorry for
later (you will be Googled!)
27. DO
9. Try to synchronize your social
media accounts.
DON’T
9. Be afraid to post the same
information on multiple networks.
28. DO
10. Ask us if you don’t know
where to begin.
DON’T
10. Miss out the benefits of
social networking.
29. Social Media: Do’s and Don’ts
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30. Social Media: Do’s and Don’ts
What do we need to do?
• Stop thinking ‘campaigns’ start
thinking ‘conversations’
• They want to talk to a person – not a robot
• Talk like a person – not a marketeer
• If they ask a question – they want an answer now
• People remember you
• 24/7 – sets it’s own hours (live monitoring)
• What happened yesterday is irrelevant
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31. Social Media: Do’s and Don’ts
What do we need to do?
• Create media rich content (video/images)
• Person – friend – customer
• Wouldn’t want to hang around a salesman (him!) →
• Companies sell more to their followers
• Be interesting, personable and quirky
• Give live, geotagged updates (events)
• Help the student and be personable,
take ownership of issues and problems
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32. Social Media: Do’s and Don’ts
Dealing with bad feedback/publicity:
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33. Social Media: Do’s and Don’ts
BiC For Her:
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34. Social Media: Do’s and Don’ts
BiC For Her:
• When your customers aren’t happy
the social mediasphere will react
• Social media isn't just Facebook and
Twitter. Any site that provides for user-
generated content.
• Firestorms don't have to be an acute
phenomenon. The backlash isn’t always
negative
• How should we respond to this?
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35. Social Media: Do’s and Don’ts
Responding to negative feedback:
• Case by case basis
• True or untrue?
• Online community help each other
• Don’t ignore / gag / kill unhappy
customers in real life!
• Treat as like to be treated
• Make the service and student
experience better
• May become champions of the brand?
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36. Social Media: Do’s and Don’ts
How social media can help:
• Customer service
• Repeat business / retention
• Word of mouth
• Changing the public perception
of the University
• Reaching specific demographics
• Responding to issues and problems
• Helping us to offer a better student experience
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37. Social Media: Do’s and Don’ts
All equals positive feedback!
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Do – No one likes the mystery man, using the default icon makes it look like you are not legit, not active. You can have a logo, avatar or photo depending on your intended use of the medium. You should have the same avatar across all of your social networks. Don ’t – Changing your icon too frequently can make it tough to spot you in a stream of updates, most people are scanning through a list and if your photo is different every week, they are going to miss you.
Do – The Social Web is a place for authentic communication. You have to add something of value to the community to be relevant, otherwise people will drop you. Search out the conversations and participate. Don ’t – It’s Social Media not Sales Media. You aren’t pushing a product, you are networking. It’s a mixer, not a meeting.
Do – Share links on Facebook, Retweet. Make sure to pass on information that you pick up in your networks, if you think it ’s relevant. Don ’t – Blatant sellers, spammers, self-proclaimed experts on the web are annoying and most people avoid them. Also remember that it’s not a numbers game. No one cares how many followers or friends you have. Quality over quantity.
Do – Take some time and scrub through your Outlook, Gmail, Yahoo, Hotmail accounts, etc and see which of your contacts are on each social network and add as you see fit. Don ’t – Don’t blindly add all of your contacts to all of your social networks. You may be punished by the website for “spamming” your contact list if not all of them remember you. Don’t feel obligated to follow everyone that follows you.
Do – Sign up for an account on most any user-based website you hear about, because you may have a use for it someday. You never know which site is going to be the next big thing. You also want to try to keep others from grabbing your username and messing up your personal brand. Don ’t – There are hundreds of social networks, anyone with a life would have a tough time keeping up with all of them. Find out which ones your friends are on and which are best for your industry.
Do – You want people to think you are active, so updating at least once a week is good for most mediums. Twitter should be updated daily at least. Don ’t – You don’t want to be classified as a dead account. If someone sees your last login or last update was a month or more ago, they might drop you. Don’t post that you are too busy to post. Everyone’s busy.
Do – This is an interactive medium so make sure you are responding and holding up your end of the conversation. Don ’t leave people hanging. It’s rude in person, it’s rude online. Don ’t – Don’t post 30 updates in 10 minutes, pace yourself. Try to update throughout the day/week/month.
Do – In Real Life your brand is: your hairdo, your clothes, your manner of speaking, your personality. Online – Your avatar, your communication style, your photos, your interests, what you choose to share. Try to unify your online persona and make it consistent in across all of your social networks. Don ’t – Drunk photos, mean comments, don’t say anything online that you wouldn’t say in real life. Google is the #1 HR tool now. Most anything you post online is findable on Google and the person in control is the person doing the searching. So you need to monitor what is out there from you and your friends.
Do – Make sure to roll out your updates through your social networks, then make sure to go back through and read your responses. Don ’t – No one will mind seeing the same thing in 2 or 3 places, so don’t think you have to always be posting something new.
Do – Ask friends and colleagues what networks they are on. What is Tumblr? What is FriendFeed? People are always will to give you their recommendations. Don ’t – Benefits: build relationships, make new friends, let people know what you do day to day, etc.