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Social Network Management

Social Network Management. Dr. David Asirvatham University of Malaya. Scope. Introduction to Social Media Impact of Social Net How Social Media can be used? Social Media and Crisis Management Social Net Management Tool Where to start? Conclusion. Introduction to Social Media.

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Social Network Management

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  1. Social Network Management Dr. David AsirvathamUniversity of Malaya

  2. Scope Introduction to Social Media Impact of Social Net How Social Media can be used? Social Media and Crisis Management Social Net Management Tool Where to start? Conclusion

  3. Introduction to Social Media

  4. Internet Internet is creating a new digital world. It has changed the world It is changing the way we: • Socialise • Interact • Manage • Learn • “think”

  5. Internet is reshaping the world E-learning INTERNET Management We live in a Digital World IT professions e.g. Bill Gates, Dell Business e.g. IT companies (Microsoft, Cisco) Internet Banking e.g. e-Cash New Products e.g. Animation, PDA

  6. Rapid growth of Internet

  7. Internet Users

  8. Facebook Users

  9. Social Media Effectiveness August, 2012

  10. Facebook

  11. Facebook

  12. Facebook

  13. Facebook

  14. Twitter

  15. Twitter

  16. Youtube

  17. Blogging

  18. Instagram

  19. Google+

  20. Google+

  21. Social Media Impact

  22. Social Media Impact Today, people “listen” to social media rather than the advertisements, newspapers, TV, etc. For many social media is the “truth” Before buying a product or registering with a college, many would read the review or “like” or “Star Rating”

  23. Social Media Impact • Social Media is about relationship building • Creating connectivity and sharing ideas, experience and opinions • Listening and Learning • Understanding Customers: customer insight, cultivate and influence customers

  24. Social Media Impact • New way to market • Influence your brand • Part of our marketing strategy • 91% listen to other customers/students • 87% trust a friend’s recommendation over a review • Social network users trust three times more their peer opinions rather than adverts

  25. Social Media Marketing is done by customers (reviews) Greater visibility Feedback from students Teaching and Learning May top universities/colleges are using it

  26. How we can use Social Media for the college?

  27. How can weuse the social media? Staff and Student recruitment Engaging & influencing students and staff Branding and marketing Crisis management Building relationship with stakeholders Listen and improve your services

  28. How can we use the Social Media? Promoting new programmes Stakeholders can discuss and provide feedback Can respond to student enquires Collaborate on projects Sharing College Calendar (e.g. Google calendar) Podcasting & blogging (Teaching & learning)

  29. How colleges are using Social Media

  30. Growth of Social Media Channels

  31. Measuring success with Social Net

  32. Why use social media? Social acceptancefor your college Greater exposure for your college Build your own sphere of influence Many colleges are already using it (Competition) Students are using it It is word of mouth marketing Increase ranking on Google Search

  33. Social Media and Risk Management

  34. Social Media Risk Spam Defamation Online bulling Racial harassment Sexual harassment Personal data leakage Organisation information leak In many countries, employers are liable for the actions of the employees (vicarious liability)

  35. Social Media Risk Management • Cyber bullying • Offensive text messages, threats posted, spreading lies, malicious gossips, etc • Harassment • Intimidating, hostile, degrading, humiliating, etc

  36. Social Media Risk Management • Block social media - impractical and ineffective • Better to have clear guideline/policy • For staff, better to set clear targets • Spell out clearly what is allowed and what is not allowed • Provide a channel for staff/students to complaint • Defense for employer: show that the employee was acting on his own accord (a frolic on his own) • Need clear policies for this

  37. Social Media Risk – Actions to be taken College must take reasonable steps to act upon students who misuse social media College must act immediately to mitigate the damage Must investigate and take appropriate actions Today, many college don’t act, thus face greater risk Corrective actions need to be taken –example the culprit may need to remove the content or correct the content

  38. Social Media Risk – Actions to be taken Students/staff should be regularly updated on the proper use of social media Students/staff should be given sufficient notice on the consequences if they breach the policy It must be made clear that the college will not tolerate any untrue or defamatory comments about the college and its community Guideline to staying safe online is also vital. Get input from IT professional. Need to balance between freedom of speech and managing online reputation

  39. Social Media Risk – Actions to be taken Robust social media policy is necessary Social media policy must be appropriate with IT use Transparent and effective complaint channel must be established Make it clear that using own device or acting outside the college is no defence.

  40. Social Media and Crisis Management

  41. Social Network: Crisis Management Social Media is a great tool for emergency or crisis management Social media help to improve crisis management and they have beeneffective Able to disseminate information very quickly & has a ripple effect. Feedback can be very valuable during crisis Need to integrate the communication tools to current emergency policies and procedures

  42. Crisis Management: Social Media Policy Does your college have a social media policy? Who should be responsible? Role of each party Crisis vs non-crises information Feedback mechanism SOP

  43. Social Media Policy

  44. Social Media Policy Personal Data (Data Protection Act) Behaviour expected from teachers, students and parents Social media: Age limit (13, 15, etc.) Hate comments, sexual content, defamation, spam, etc. Who has the right to remove these contents?

  45. Social Media Policy Elements

  46. Social Media Management Tools

  47. Social Media Management Tools: HootSuite Management tools for social media Brand Management Tool Sept 2012 – 4.5 million users Integrates with  Twitter, Facebook, LinkedIn, Google+, Foursquare, MySpace, WordPress andMixi.

  48. Social Media Management Tools: HootSuite

  49. HootSuite Reports

  50. Why should your college use HootSuite? Spread Messages quickly to all social media Amplify Conversation: Reply to all Social CRM system: Analysis Report Different Platforms – web, mobile, etc Language support Branding/marketing

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