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Social Media Town Hall. May 9, 2012. Objectives for Town Hall. Social Media is all about Engagement . Facebook and Twitter have important differences. Facebook’s Algorithm dictates rules of the game: understand it and you’ll understand how to play the game.

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Presentation Transcript

Objectives for town hall
Objectives for Town Hall

  • Social Media is all about Engagement.

  • Facebook and Twitter have important differences.

  • Facebook’sAlgorithm dictates rules of the game: understand it and you’ll understand how to play the game.

  • Provide best practices and tips.




We re all in this t ogether
We’re All in This Together

  • One meeting = one message

  • It is not about “Recruits vs. Fans”

  • Quality content caters to everyone- recruits, fans, student-athletes.


Why do we care about social media
Why do we care about Social Media?

  • SocialMedia → Social

  • Social → Engagement

  • Engagement → Buzz

  • Buzz → Attendance, Revenue, Recruiting Advantages

  • Cost = $0


Updates on growth
Updates on Growth

  • Recent filing: 845 million monthly users on Facebook: 1/8 of the world’s population!

    • Estimated that 45% of users are between ages 13-25

Football: 43% of users under 25, 71% under 35

  • Twitter: Over 465 million accounts, 110 million in the US

    • While only 10% of US population is on Twitter, 89% are familiar with Twitter. “Twitter is bigger than you think.”


Stanford athletics facebook growth
Stanford Athletics’ Facebook Growth

  • At least 30 out of 35 sports have team Facebook Pages.

  • Over 62,000 LIKES between all our teams.


Stanford athletics twitter growth

Stanford Athletics’ Twitter Growth



Facebook and twitter similarities
Facebook and Twitter: Similarities

  • Key to success in each is being Social: Have a conversation with Fans/ Followers and engage with them.


Facebook and twitter similarities1

Facebookand Twitter: Similarities

Facebook

Viral Reach= ~65,000

Organic Reach= ~10,000

Total Reach= 75,000

Twitter


Facebook vs twitter filter
Facebook vs. Twitter: Filter

  • Facebook has a filter (algorithm) that chooses what a user sees amongst their Friend/Fan Page posts

  • Twitter has no filter; user sees everything


Filter implications
Filter Implications

  • Facebook: “Feed the algorithm”

  • Twitter: As feeds get saturated → risk of unfollows


Facebook vs twitter medium
Facebook vs. Twitter: Medium

  • Facebook=Media rich, long form text.

  • Twitter=140 characters of text.


Medium implications
Medium Implications

  • Do not link your accounts- separate channels with separate uses.

  • Facebook: Visual medium with no character constraints. PAINT A PORTRAIT.

  • Twitter: Non-visual medium with 140 character limit. CRAFT A QUICK MESSAGE.


Facebook vs twitter time decay
Facebook vs. Twitter: Time Decay

  • Facebook: Quality content may remain high on news feed for a period of time.

  • Twitter: Content has strict chronological display.


Time decay implications
Time Decay Implications

  • Facebook: Post it once and make it count. Time of day is not as important.

  • Twitter: OK to repeat tweets at different times of day (with slightly different wording). Experiment with different times, days, etc.


Facebook
Facebook

The facts about Facebook:

1) Most Fans rely on the (algorithm-driven) news feed rather than visiting your Page directly

2) News feed: Facebook algorithm is a function of “affinity, weight, and time decay”.

  • Affinity: Frequency of interactions with your Page

  • Weight: Comments /Shares > Likes > Visits

  • Time Decay: Recency of interactions with your Page


Facebook s reach
Facebook’s Reach

  • With engagement comes potential for tremendous reach.

Organic Reach= ~10,000

Viral Reach= ~65,000


Facebook1
Facebook

  • Takeaways:

    • Simply being on Facebook is not going to “move the needle”

    • Utilize smart Facebook behavior + provide engaging content


Facebook: Cover Photo


Facebook: Cover Photo


Facebook: Cover Photo


Facebook: Cover Photo


Facebook cover photo
Facebook: Cover Photo


Make posts count
Make Posts Count

  • Comments and Shares carry more weight in the algorithm than do Likes

    • Deliberately engage your Fans.



Edgerank study takeaway
Edgerank Study- Takeaway

  • Got something to say? Say it with a photo!


Football s five most viral facebook posts
Football’s Five Most Viral Facebook Posts

1.

2.

3.

4.

5.


Top 5 viral posts takeaway
Top 5 Viral Posts- Takeaway

  • These photos aren’t “star power” driven- they are EMOTIONALLY driven.


Top 5 viral posts takeaway1
Top 5 Viral Posts- Takeaway

  • You ARE the story- you are not reporting the story.

    • Be timely and authoritative.

  • No time? Use your SID!




More facebook tips
More Facebook Tips

  • Post length: studies show that longer posts are OK (i.e., longer than Twitter’s 140 characters).

  • When posting a link, try and select the most engaging photo from story to post.


More facebook tips1
More Facebook Tips

  • Make Head/Other Coaches Administrators for your Page. Only administrators may directly invite their personal friends (e.g., recruits) to “Like” the Page, an easy way to increase your Fans.


More facebook tips2
More Facebook Tips

Download the Facebook App…

…And the Facebook Messenger App



Facebook insights
Facebook Insights

Virality: 332/6283 = 5.28%


Learn more about insights
Learn More About Insights

  • Attend a weekly workshop- Wednesdays at 11 in the Hall of Fame Room

  • Contact Dave Sertich ([email protected]) for more information.



Twitter best practices other hashtags
Twitter Best Practices: Other Hashtags

JOIN A COMMUNITY

CREATE A COMMUNITY


Twitter best practices use of @
Twitter Best Practices: Use of [email protected]

Acknowledge fellow Twitter users:

Use of “.” before [email protected]:


Twitter best practices leverage your student athletes tweets
Twitter Best Practices: Leverage Your Student-Athletes’ Tweets

  • Know your Student-Athletes’ handles (past and present) and follow them.

  • Proper etiquette: reference student-athletes’ handles when Tweeting about them.

  • Re-tweeting student-athletes can be great publicity for your program.


Twitter be engaging
Twitter: Be Engaging Student-Athletes’ Tweets


Twitter own your team s story
Twitter: Own Your Team’s Story Student-Athletes’ Tweets


Tools crowdbooster
Tools: Student-Athletes’ TweetsCrowdbooster

  • Easily track your Reach

  • Track your Followers

  • Schedule Tweets


Tools mobile tweets and tweetdeck
Tools: Mobile Tweets and Student-Athletes’ TweetsTweetdeck

  • Mobile- Texting Tweets

  • Tweetdeck


Questions
Questions? Student-Athletes’ Tweets


Thank you
Thank You! Student-Athletes’ Tweets


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