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Social Media
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Social Media

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  1. Social Media • What it means for Ohio State

  2. Social Media • So you’ve got Facebook, Twitter, YouTube, Four Square, and Google + What is next • Make it effective, interesting, valuable, and fun… for starters • Then measure ROI

  3. Social Media Facts • 90% of your fans, once they click "Like" button never return to your page. Instead, they interact with you on their own FB wall • 30 billion pieces of content are loaded onto Facebook every month • Blogging will bring more traffic to your site. Expand your idea of blogging... it’s really your content Social News Daily, July 2011

  4. Social Media Myths • Social media initiatives drive customer loyalty and acquisition • Social media happens predominately online • There is a single, best approach to use on social media Gallup Management Journal

  5. Gallup Management Journal

  6. Be Great First Gallup Management Journal

  7. Who Should We Target • Less likely to engage prospects directly through social media • Encourage or guide your current constituents to advocate on your behalf instead • Focus efforts on most engaged constituents because they are the most likely to advocate on your behalf and the least likely to criticize you • Alumni, Fans, Current Students, Faculty&Staff Gallup Management Journal

  8. Measurement • Number of fans/followers, obviously • Number of mentions and reposts • Klout and Peer Index scores • Number of page views from social media sources • Quality of posts

  9. Measurement • Edge Rank or Facebook’s Secret Sauce

  10. Measurement • The higher the combined value of the affinity score, weight score, and time decay score, the more important an edge will be • The more edges, and the higher their total scores, the higher an object’s EdgeRank • Objects with a higher EdgeRank appear more prominently within people’s news feeds on Facebook • Facebook’s Top News vs. Most Recent

  11. Improvement • Number of fans/followers, obviously • Tactics for increasing fan base • Facebook Ads • Using Facebook links in Twitter posts • Using your own content in posts • Mentioning others in posts, reciprocation

  12. Improvement • Number of mentions and reposts. • Tactics for increasing mention and repost rate • Consistent use of hash tags • Consistent use of mentions and retweets • Being helpful over all else • Creating a consistent style and sticking to it

  13. Improvement • Klout and Peer Index scores. • How many people you influence (True Reach) • How much you influence them (Amplification) • How influential they are (Network Score) • Know your score, plan for improvement

  14. Improvement • Number of page views from social media sources. • Google Analytics Traffic Sources • facebook.com 365,076 visits during 2010/2011 academic year, 14% of which are new visitors • twitter.com 35,060 visits during 2010/2011 academic year, 15% of which are new visitors

  15. Tactics • How Often to Post • 2-5 times per day maximum • Over posting #1 way to disengage users

  16. Tactics • What to Post • Character counts matter. Even on Facebook you should keep it very, very short 80 - 140 characters is ideal • Photos do best, then video, questions and polls next • Links. Use shortened links on Twitter and full links on Facebook. Facebook ranks posts higher when full links are used

  17. Tactics • When to Post • Timing matters almost as much as content • 10-4 EST are highest traffic times; 8:30-10 PM EST is parent time (more Alumni online) • Thursdays and Fridays are highest traffic days • Scheduling posts is cool, but posting manually on Facebook causes your quality to improve

  18. Examples • Facebook post

  19. Examples • Hootsuite

  20. Examples • Ticket Sweepstakes

  21. Examples • Ticket Sweepstakes

  22. Examples • Rankings, Fan Page List - My Goal is #2