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Social Networking. Marketing Roundtable 3/18/09. Why we’re talking about this. To help you determine how, or whether, you want to pursue these outlets To demonstrate that there are other alternatives to print besides e-mail!. FACEBOOK. Facebook Facts.

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social networking

Social Networking

Marketing Roundtable

3/18/09

why we re talking about this
Why we’re talking about this
  • To help you determine how, or whether, you want to pursue these outlets
  • To demonstrate that there are other alternatives to print besides e-mail!
facebook facts
Facebook Facts
  • Launched in Feb. 2004 as a site for university students and faculty; in 2007 opened to all
  • 68 million active Facebook users
  • Usage grew by 125% in 2008
  • Fastest growing demographic: 25 and older:
    • 100,000 age 64+
    • 310,000 age 45–63
    • 380,000 age 35–44
    • 3 million age 25–34
facebook pros
Facebook Pros

You should consider using Facebook if:

  • Your target audience is primarily students or young alumni.
  • You have the resources to monitor the page daily, answer fan questions, and update it frequently (ideally weekly).
  • You have content that is specific to your unit and doesn’t duplicate content on the UW page.
  • You have Facebook Friends who will become fans of the page and help promote it.
  • You have a strategy for addressing controversies or crises related to your unit that might lead to increased activity on your page.
facebook cons
Facebook Cons

You’re not ready for Facebook if:

  • Your unit has “control issues”
  • You are unwilling to become part of the Facebook community yourself
  • You think you can just let your student interns manage it
  • You think you can manage it without some student involvement
examples uw on facebook
Examples: UW on Facebook

Some of the UW Schools and Departments on Facebook:

  • UW page launched: April 2008; 7,000+ fans
  • Evans School of Public Affairs
  • UW School of Law
  • UWAA
  • Undergraduate Research Program

Some of the UW leaders on Facebook:

    • Mark Emmert
    • Phyllis Wise
    • Jim Jiambalvo
    • Ana Mari Cauce
    • Harry the Husky!
what the heck is twitter
What the heck is Twitter?!
  • Interactive, personalized news feed
  • A place to post text-based status updates—they’re called Tweets!
  • They have to be 140 characters or fewer
  • They show up on your profile page and are delivered to other users who have signed up to receive them
why should i care about twitter
Why should I care about Twitter?
  • It grew by 1,382% year-over-year in Feb.
  • 5.9 million users as of Jan. 2009
  • It is increasingly a driver of news and referring traffic to Web sites
  • It’s a fast and easy way to build relationships
  • You don’t need to know people’s e-mail addresses to connect with them!
twitter pros
Twitter Pros
  • Doesn’t require any technical skills!
  • Your org can have an ongoing presence in a Twitter “follower’s” routine
  • Typical Twitterers use the site at least daily, often hourly
  • Gain insight into the interests of your most engaged constituents
  • Your followers can consume your information more easily, unlike a newsletter or a website/blog that requires a user to actively visit it or subscribe.
twitter cons
Twitter Cons
  • Requires very regular maintenance—at least daily
  • 140-character limit decreases the depth of your engagements
  • As Twitter usage increases, so does the number of tweets you have to compete with
best uses for twitter
Best Uses for Twitter
  • News & event updates
  • Emergency announcements
  • Play-by-play reporting from conferences, lectures, sporting events, etc.
  • To encourage conversation with and input from followers
  • Eyewitness accounts (e.g. Mumbai attacks)
examples uw on twitter
Examples: UW on Twitter
  • UWNews:http://twitter.com/uwnews
  • UWSportsNews:http://twitter.com/UWSportsNews
  • UWTV:http://twitter.com/UWTV
  • The Daily: http://twitter.com/thedaily
  • The Henry: http://twitter.com/henryartgallery
  • UW Career Center: http://twitter.com/uwcareercenter
  • School of Public Health:http://twitter.com/uwsph
  • Cliff Mass:http://twitter.com/cliffmass
how athletics uses twitter
How Athletics Uses Twitter
  • Started using it in Jan. 2009
  • To push news, including insider news
  • To encourage fan engagement
  • Accounts include:
    • General UW Athletics
    • Football Coach Steve Sarkisian
    • Volleyball
    • Crew
    • Softball
what is linkedin
What is LinkedIn
  • A site for professional networking
  • Users post resumes, recommend colleagues’ job skills
  • Has more than 36 million members
  • Organizations create groups to bring together people who want to be associated with their brand
examples uses of linkedin
Examples: Uses of LinkedIn
  • For Q&A opportunities
  • Monitor the competition
  • Facilitate networking
  • Provide profile information, like statistics, demographics, key links
examples uw on linkedin
Examples: UW on LinkedIn
  • University of Washington (Seattle, Bothell)
  • Foster School
  • UW Medicine
  • School of Law
  • iSchool
  • Libraries
  • Alumni Group (not run by UWAA)
social networking resources
Social Networking Resources
  • For UW marketers:http://www.washington.edu/externalaffairs/uwmarketing/toolkits/category/best-practices/
glossary of facebook terms
Glossary of Facebook Terms
  • Profile: How an individual person joins and represents him/herself on Facebook. Profiles draw Friends.
  • Page: A way for businesses & organizations to represent themselves on Facebook. Pages draw Fans.
  • Groups: Another option for organizations; groups are made up of Members.
    • Can be made private
    • Allow you to send message directly to members
    • But have limited capabilities
glossary of twitter terms
Glossary of Twitter Terms
  • Tweets: 140-character posts
  • Follower: Other Twitter users who want to have a feed of your tweets
  • Re-tweets: Re-broadcasting someone else’s tweet to your followers
median age data
Median Age Data
  • For Twitter: 31
  • For MySpace: 27
  • For Facebook: 26
  • For LinkedIn: 40