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Navigating the Social Media Landscape: Insights and Strategies for Success

This insightful case study from the New York Times Knowledge Network delves into the evolving world of social media, highlighting key trends, statistics, and strategies for effective engagement. Learn about the power of user-generated content, the shift towards participatory communication, and the impact of social media on various demographics. Discover actionable tips for monitoring, engaging, and integrating social media into your overall communication strategy.

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Navigating the Social Media Landscape: Insights and Strategies for Success

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  1. Social MediaWhat do we know? What should we do? CASE/New York Times Knowledge Network October 27, 2009 Robert M. Moore, Ph.D. Managing Partner

  2. What we’re talking about • Engagement vs. outreach • UGC vs. institutional messaging • Tall-grass prairie vs. English formal garden • Social media provide a means of participation, not a new channel for same-old “push” communications

  3. Ubiquity • 96% of Gen Y have joined a social network… …and by 2010 they’ll outnumber the baby boomers. • More than 50% of 21-year-olds have created content for the web.

  4. Rapid rise • Social media now ahead of email in internet usage • Achieving critical mass • Radio: 38 years to reach 50MM users • TV: 13 years to 50MM • Internet: 4 years to 50MM • Facebook: 100MM users in less than 9 months • If Facebook were a country, only China, India, and U.S. would be larger • More than 1.5 million pieces of content are shared on Facebook…daily. • More photo uploads on Facebook now than Flickr

  5. Everybody’s talking • Wikipedia has over 13MM articles… • …and it’s more accurate than Encyclopedia Brittanica. • Blog count: 200MM+ • 78% of consumers trust peer recommendations • …only 14% trust advertisements. • …power of WOM. • First commercial text message: 1992 • Now, 7B per day.

  6. The audience • Today’s 21-year-olds have: • Watched 20,000 hours of TV • Played 10,000 hours of videogames • Talked 10,000 hours on the phone • Sent/received 250,000 emails or IMs

  7. The audience • Outside of school, today’s average teen spends 6.5 hours/day with media: • 33% on the web • 26% TV • 21% telephone • 15% radio • When average teen graduates, they have spent 11,000 hours in school • …and 15,000 watching TV.

  8. The new social “commons” • 31B searches on Google every month. • 1 in 6 higher ed students are enrolled in online curriculum. • For teens and tweens, email = “talk to the hand”. • YouTube is the second largest search engine in the world • 100MM videos…and counting.

  9. Apps and YieldWhat’s Working?

  10. Survey says… • 89% of rising seniors visit social networking sites • Facebook and MySpace dominate • 70%+ visit at least once a day • Primary rationale: staying in touch with friends • Only 18% use social media in college search • Exploration of “fit” most important • Social networking sites rank at the very bottom of information sources in inquiry and application stages. • Student Poll College Board/Art & Science Group, January 2009

  11. As for yield… • Of 30 information sources, institutional Facebook/MySpace page ranks 28th • 9% “very/somewhat influential” • But, 6 of top 10 sources are WOM/personal • Parents, college friend, current student, alum, HS friend, faculty member • Social media, as contributors to WOM, are extremely powerful peer-to-peer and WOM tools. • High Achieving Seniors and the College Decision Lipman Hearne, October 2009

  12. So what to do? • Monitor • Twitter, RSS feeds, tagging • Engage • As an individual, not an institution • Launch and listen • Engaged response – positive and negative – will be immediate • Observe and imitate • Integrate • Part of a comprehensive strategy – not the strategy • Resource • People + skills + time = social media success

  13. Integrating the media

  14. Some Sites to Visitand Steal Ideas From

  15. Carnegie Mellon • Great branded YouTube channel • Content that begs to be shared www.youtube.com/user/carnegiemellonu

  16. Marquette University • Integrated campaign • Focus on peer-to-peer dialogue for incoming students http://tinyurl.com/mufb2013

  17. Keele University • Integrated Facebook, Twitter, RSS feeds • Involving both prospective students and alumni http://twitter.com/KeeleUniversity http://www.facebook.com/event.php?eid=172067565725&ref=nf

  18. San Diego State University • Social media as generator of story/institutional visibility http://arweb.sdsu.edu/es/admissions/ http://newscenter.sdsu.edu/sdsu_newscenter/news.aspx http://www.facebook.com/group.php?gid=2366012258&ref=search&sid=571741716.325577468..1 http://www.youtube.com/view_play_list?p=C1FF5BD745210C76&search_query=sdsu+living+on+campus

  19. Olivet Nazarene University • A branded, segmented channel http://www.youtube.com/user/OlivetNazareneU • Not featuring the most popular selection http://www.youtube.com/watch?v=LLByTnNwico

  20. University of California • Always room for a new idea http://bigideas.berkeley.edu

  21. Questions?

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