Presented by Bill Handy

1. Arts and Science Outreach Positive Impact of Social Media on Student Marketing, Recruitment, Fundraising, Academic Enhancement, Legislative Influence, Donor Relations, Community Support, Information Sharing, Media Relations, Faculty Support, Collaborative Research, Technological Engagement, Expense Reduction, Campus Safety, Athletics, Conferences, Outreach, Competitiveness, Employment, Classroom Utilization, Partnerships, Organization of Documents, Creation of Content, Discussion of Issues, Research, Et cetera, et cetera, et cetera and soforth. Presented by Bill Handy

2. Research

3. Social Media Evolutionary not revolutionary Telegraph Operators

4. Social Media • Merriam Webster Definition: “The word you've entered isn't in the dictionary. Click on a spelling suggestion below or try again using the search bar above.”

5. Social Media • Primarily Internet - and mobile-based tools for sharing and discussing information among human beings.The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. • From Wikipedia • Social Media is a strategy and the tools used are tactics

6. So much static in realm of social media Social Media is about conversations and the greatest value of social media is the ability to listen and engage.

7. Scope and Scale of Social Media I hate my friend • 70 Exabyte's of information will be created this year • Equals 70 Billion gigabytes • Library of congress • 518,000 of them • 99.99% will be online. • 1948 ABC started broadcasting • 60 years x 3 networks x 365 days x 24 hours = 1.5 million hours of broadcast • Youtube produced more than that in the last 6 months

8. Scope and Scale of Social Media • Technorati • a website that collects, tracks, highlights and ultimately distributes the online global conversation reports they have indexed 133 million blog records since 2002 and 7.4 million blogs have been posted in the last 120 days. In just the last 24 hours there have been 900,000 blog posts

9. Scope and Scale of Social Media • Facebook • has more than 250 million active users, is the fourth most trafficked website in the world and ranks number one with regards to social media sites. • Twitter • Has nearly ? million users who collectively “tweet” more than three million times a day. The company is only three years old and is growing rapidly.

10. An academic Perspective • Lecture begins now…

11. Theory • Two-Step Flow (of communication) Theory • First introduced by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet in 1944. This theory asserts that information from the media moves in two distinct stages. First, opinion leaders who pay close attention to the mass media and its messages receive the information. Opinion leaders pass on their own interpretations in addition to the actual media content.

12. Theory Cont’ • Diffusion of Innovations Theory (aka multi step theory) • The theory predicts that media as well as interpersonal contacts provide information and influence opinion and judgment of others. • This theory centers on the conditions which increase or decrease the likelihood that a new idea, product, or practice will be adopted by members of a given culture.

13. Theory Cont’ • Technological Determinism Theory • Media technology shapes how individuals in a society think, feel, act (communicate), and how our society operates as we move from one technological age to another. (Marshall Mcluhan)

14. Community Laws Metcalf’s Law – network’s value grows as the square of the number of users. Dunbar’s Law - limits the number of relationships a person can have to 150. Reed’s Law - states the value of a community grows most powerful with the formation of groups and the connection between them, even more so than what Metcalfe’s law would dictate based on size alone. While Metcalfe says that growth equates (value) n², Reed’s law dictates 2n when you factor in all the different groups which can be created.

15. Gartner Hype Cycle Gartner introduced the idea of the Hype Cycle in 1995 as a commentary on the common pattern of human response to technology. It characterizes the typical progression of an emerging technology, from over enthusiasm through a period of disillusionment to an eventual understanding of the technology's relevance and role in a market or domain. Each phase is characterized by distinct indicators of market, investment and adoption activities

17. Put your mind at rest, you can be a social media maverick if you remember just a few rules:

18. Don’t focus on the tools Focus on the people Focus on the conversations Focus on where these conversations are taking place Focus on how you can help However…

19. Everything you learn today Won’t be worth anything tomorrow if you don’t have a strategy* *(which supports defined and measurable objects)** **(which support your overall goals) Known excuses for not having a plan: We know what we need to accomplish and what we need to do Time isn’t on our side

20. The number one reason to have a strategic plan for social media engagement: Human Nature Social media is counterintuitive to traditional communication methods

21. Demographics 35 - 44 year olds 18 - 24 year olds Creators – 38% Critics – 49% Collectors – 27% Joiners – 74% Spectators – 80% Inactives – 10% Forrester Research • Creators – 22% • Critics – 39% • Collectors – 21% • Joiners – 33% • Spectators – 71% • Inactives – 24%

22. Oklahoma State University is already involved in social media

23. Social Media Conversations “Oklahoma State University” “Okstate” from 04/01/2009 – 05/18/2009

24. Opportunities to Engage “Enrolling” and “College” & “Oklahoma” and “outreach”

25. Opportunities to Engage "English degree" or "mathematics degree" or "Communications degree" or "public relations degree" or "history degree" or "computer sciences degree"

26. Like social media itself, the implementation and engagement of social media at Oklahoma State University Arts and Science Outreach should also be evolutionary. The timeline for implementation should be based on a cycle for every stakeholder. Timeline

27. Phase I - Research • Quantitative Research • Stakeholder usage of social media • Current tools used • Reach • Comfort level and knowledge • Qualitative Research • Current uses of social media • Best Practices by other universities/departments • Research Conversations (if appropriate) • identify keywords • Themes • Trends (triggering events and cyclical) • Identify influencers

28. Phase II – The Plan • Finalize a plan • Measureable Objectives • Set strategies • Determine tactics • Engage • Evaluation, refinement, evaluation, refinement, etc.

29. Phase III – Measurement Did you achieve your objectives • Engagement • Raw numbers • Levels of interaction/engagement • Content • How much • Messages • Quality • Analytics • Bounce rate • Referring sites • Etc.

30. Tools to communicate

31. Recommended Tools to Engage • Facebook – for social needs • LinkedIn – for professional needs • Twitter – for educational needs • Wiki – your site for internal/external engagement

32. Strategy and Tactics social interaction • Back to definition of social media • Primarily Internet- and mobile-based tools for sharing and discussing information among human beings.The term most often refers to activities that integrate technology, telecommunications and , and the construction of words, pictures, videos and audio.

33. 8 easy steps • Listen • To others – what are they talking about, what are their needs, etc. • Share • Original thoughts, ideas, what caught your attention today • Try not to be random • Don’t be a Debbie Downer, the world doesn’t suck (all the time) • Build relationships • Engage in conversations so others will be willing to listen to you • Listen, speak, listen, speak, (rinse and repeat) • Be open minded to criticism

34. We build communities with Social Media • What does a community look like? • What does a social media site look like? • Just like any other community except it is online

35. Communities In life and online communities overlap

36. Listen for Touch Points and Engage

37. Wiki Wiki Wiki Say it three times fast!

38. Wiki • A wiki is a group-editable website with pages that can be edited, commented on, linked to & tagged for greater context • Wikis are used for: • Creating a rich knowledgebase • Efficient process management • Enabling dynamic intranets • Building sticky public communities

39. Benefits Make information easier to access Better, faster communication Information is saved in a central repository Spend less time emailing & in meetings Keep information up-to-date Get more people involved Quickly see who contributed information

40. Business and Academic Uses • Organize and manage projects • Reduce email overload • Unleash ideas trapped in email • Accelerate project cycles • Record meeting notes • Track deadlines • Information gathering • Solve problems remotely • Communicate initiatives • Get team members involved

41. Wiki Key Features Collaborate using modifiable web pages Automatic web page linking and creation Changes are INSTANTLY published Page change notifications via email Control user access and privileges File sharing Page index and full text search List and restore previous page versions

42. Micro Sites

43. Micro Blogging • Users send brief updates to be viewed by anyone or by restricted groups which can respond • Submitted via text messaging, IM, email or application/website • Micro Blogging sites • Twitter (the killer app) • Yammer (business use only) • Identi.ca • Jaiku • Pownce

44. Micro-Media • Micromedia – non text based micro blogging sites • Utters - Audio • Posterous - Multimedia • Twitpic - Image

45. Twitter Lingo • tweet- a message of 140 characters or less • @username is used to reply or send message to that person and is visible for all the world to see • Direct messages – Private conversation between two tweeters and not seen on twitterverse • D username • Hashtag - tweets that start with a # • Used for tracking • tinyURL- URL shortner • Tweetup- twitter meetup

46. Uses of Twitter Listen via search.twitter.com Start conversations Share valuable industry news Build an audience/community Stay connected Network with peers Andy Beal, author of Radically Transparent

47. Twips Know your objective and your tweet strategy Be original and useful Every tweet counts, use them well Don’t read every tweet Take ongoing conversations to dm (direct message) Be active and proactively connect with others Offer important information Keep relationships alive

48. Twips Numbers of followers doesn’t matter Don’t worry about people who unfollow you Practice makes almost perfect Have fun

49. Tweet Effectively • What should you tweet • what you are doing • what has caught your attention • What you found/think is important • for a cause • How much should you tweet?

50. Twitter Applications Twitter.com Tweetdeck Seesmic PeopleBrowser Hootsuite Tweetie