2. Part 1: Social Media Guidelines
Part 2: Knowing what tools to use

3. The first thing that needs to be
acknowledged when it comes to social
media, is that social media is not a
marketing channel.
It’s not something you can set up and
use to put out a message, strap line, or
proposition.

4. This is not going to work.

5. …and the message cannot be
controlled or carefully crafted by a
single source.

6. Think of social media as all the
conversations in the world…

7. that would happen at the pub,

8. in the workplace…

9. on the
bus…

10. or at the kitchen table,

11. …that all just happen to be going on
online.

12. Which means
that we can have
conversations
with people we
don’t know.

13. about things we get really excited about…

14. Each and every
one of us now
has our own
personal soap
box,

15. And the world is more vocal than ever.

16. But the biggest difference of all, is that we can
listen to these conversations.

17. Which means that we as a brand, can engage
and interact with our audiences in a way that
no other generation has been able to before.

18. The fact that we can listen to what people think
about our brand, their hopes, their dreams,
their desires; is giving us the biggest
opportunity to connect, change, communicate
- and be real - with our audiences.

19. “Simply put, the groundswell
is a social trend in which
people use technologies to
get the things they need from
each other instead of from
companies.”
GROUNDSWELL
“Winning in a world transformed by social technologies”

20. Part 1:
Social Media
Guidelines

21. The word of social media is a big place, and
we all have a voice…

22. and even though it’s a big pond…

23. The repercussions of what is said within the social
media stratosphere can be huge.

24. An example.
Nestle’s Facebook PR disaster.

25. (view on full screen to read)

26. The brand
reputation this
conversation
has had to
Nestle is
irreversible.

27. And could have
been easily
avoided had this
Nestle
employee had
some basic
social media
training.

28. Murdoch University’s
Social Media Guidelines

29. 1. Be respectful.
2. Be a leader.
3. Be responsible.

30. Be respectful
1. Use your real name and always be honest and transparent in
your communications.
2. You are welcome to express an opposing viewpoint if you do so
in a respectful way - never resort to personal attacks or post
content that is offensive, defamatory, vulgar or otherwise
objectionable.
3. Talk to us if you have a concern related to the University. Publicly
voicing any such issue without first addressing it internally is
counterproductive.

31. Be a leader
1. Identify your position at the University (and qualifications if
relevant) whenever participating in discussions related to your
area of expertise.
2. Avoid commenting on unfamiliar topics and ensure your
personal opinions are distinguished from professional discourse
(e.g. when commenting on a topic outside of your area of
expertise, include a disclaimer: the postings on this site are my
own and don’t necessarily represent the positions, strategies, or
opinions of Murdoch University.)
3. And, regardless of whether you are conversing in a personal or
professional capacity, ensure what you’re saying adds value to
the discussion.

32. Be responsible
1. Protect sensitive, confidential or proprietary information. Also
ensure you respect intellectual property and link to sources
whenever possible.
2. If you make a mistake, be upfront and take responsibility for it.
Minor issues can often be easily remedied with an apology or by
posting a correction, but never try to handle anything more
serious than this on your own (contact The Office of Corporate
Communications and Public Relations).
3. Use your best judgment and always think twice before you hit
publish - because it is you who is ultimately responsible for what
you write.

33. 1. Be respectful.
2. Be a leader.
3. Be responsible.

34. Follow these guidelines and you will be fine.

35. How our official tweeter, Jo, has used the
Social Media Guidelines within the
MurdochUni Twitter account.
An example:

36. Really unhappy
Tweetdeck

37. Really unhappy
Really, really unhappy
Tweetdeck

38. Really unhappy
Really, really unhappy
We get in contact
Tweetdeck

39. Really unhappy
Really, really unhappy
We get in contact
Getting happier
Tweetdeck

40. Really unhappy
Really, really unhappy
We get in contact
Getting happier
Now we’re all happy
Tweetdeck

41. Identified herself.
She clearly told this tweeter that she was from
Digital Media.
She took the conversation offline so she could
engage the right people (i.e. student admissions) to
find a solution.
 Respectful.
Jo didn’t buy in to the negativity that Tealou had going
there, she was polite, supporting and genuinely
wanted to help.

42. Part 2:
Knowing which
tools to use.

43. There are 100s, 1000s of social media tools with
new ones popping up and gaining momentum
every day.

44. ?Before knowing
what
technology to
use, you must
first ask
yourself…

45. What is your
Objective?

46. P.O.S.T

47. People

48. Objective

49. Strategy

50. Technology

52. Make sure you have good
Planning

53. “We want
to do
something
in social
media.”
6 months
P.O.S.T Content
strategy.
Guidelines.
Crisis
Management.
Education.
Trial Ready for
public
consumption
Planning time to launch the official MurdochUni twitter account:

54. Ensure you have
the resources to
manage it
effectively.
Jo manages the MurdochUni
twitter account as a part-
time job to get her through
uni.
There is no way we could add
the day to day management
of Twitter effectively on top
of our existing roles.

55. The big 4 - the heavy weights of social media tools…

59. NEW!

61. Facebook is a social networking website … Users can
add people as friends and send them messages, and
update their personal profiles to notify friends about
themselves. Additionally, users can join networks
organized by workplace, school, or college. The
website's name stems from the colloquial name of
books given to students at the start of the academic
year by university administrations in the US with the
intention of helping students to get to know each
other better.

63. • Connection
• Self-expression
• Entertainment
• Discovery

64. • Pages
• Community pages
• Groups
• Share this
• Like this
• Events
• Donate
• Plus whatever tomorrow
brings…

65. Quantcast.com

67. Twitter is a social networking and microblogging
service that enables its users to send and read other
users' messages called tweets. Tweets are text-based
posts of up to 140 characters displayed on the
author's profile page. Tweets are publicly visible by
default, however senders can restrict message
delivery to their friends list. Users may subscribe to
other author tweets—this is known as following and
subscribers are known as followers.

68. Twitter is a social networking and microblogging
service that enables its users to send and read
other users' messages called tweets. Tweets are
text-based posts of up to 140 characters displayed
on the author's profile page. Tweets are publicly
visible by default, however senders can restrict
message delivery to their friends list. Users may
subscribe to other author tweets—this is known as
following and subscribers are known as followers.

69. • Influence
• Brevity – 140 characters!
• Accessibility
• Interaction
• Versatility
• Anonymous

70. • Lists
• Re-tweet
• Tweet this
•@mentions
• trending topics
• Twitpic & Twitvid
• plus whatever tomorrow
brings…

71. Quantcast.com

73. LinkedIn (pronounced / l ŋkt. n/) is aˌ ɪ ˈɪ
business-oriented social networking site.
Founded in December 2002 and launched in
May 2003,[2]
it is mainly used for professional
networking.

74. LinkedIn (pronounced / l ŋkt. n/) is aˌ ɪ ˈɪ
business-oriented social networking site.
Founded in December 2002 and launched in
May 2003,[2]
it is mainly used for
professional networking.

75. • Connections
• Personal branding
• Interact
• Discovery
• Self-expression
(work-way)

76. • Groups
• Connections
• Job listings
• Follow
• Answers
• plus whatever tomorrow
brings…

77. Quantcast.com

78. NEW!

79. Foursquare is a location-based social
networking website, software for mobile
devices. Users "check-in" at venues using a
mobile website, text messaging or a device-
specific application.[2]
They are then awarded
points and sometimes "badges.”

80. Foursquare is a location-based social
networking website, software for mobile
devices. Users "check-in" at venues using a
mobile website, text messaging or a device-
specific application.[2]
They are then awarded
points and sometimes "badges.”

81. • Brevity
• Versatility
• Game
• Discounts and freebies
• Recognition
• Social currency
• Tie to offline activity

82. • Badges
• Check-in
• Ping friends
• Become a Mayor
• Unlock specials
• Share venue tips
• Add to your to-do list

83. Quantcast.com (Being a relatively new technology, these are American stats)

84. Don’t get blinded by new shiny tools.
Do your homework first (POST) and make sure you’re clear on what
your trying to achieve. Then choose your technology.

86. What next?
1. Know the social media guidelines.
2. Do your homework (POST).
3. Talk to us (Digital Media) if you’re
looking to embark on something.

87. De Hallam
Digital Media
ebusiness@murdoch.edu.au
Ext. 6032