Social Media

							  Social Media
What it means for Ohio State
              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
         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
        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
Gallup Management Journal
Be Great First




           Gallup Management Journal
     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
              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
      Measurement
Edge Rank or Facebook’s Secret Sauce
             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
              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
             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
             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
             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
             Tactics



How Often to Post

  2-5 times per day maximum

  Over posting #1 way to disengage users
               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
            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
Examples
Facebook post
Examples
 Hootsuite
Examples
Ticket Sweepstakes
Examples
Ticket Sweepstakes
          Examples
Rankings, Fan Page List - My Goal is #2