Establishing a Social Media Strategy
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This document introduces ideas for establishing a social media strategy. It discusses adopting social media, defining goals and community members, asking and listening to the community, being transparent, writing for search engine optimization and engagement, choosing the right tools, and providing resources for learning social media. The document emphasizes exploring social media, adapting to changes, and utilizing a higher purpose and community expertise.
![Introducing ideas for establishing a social media strategy Anne Mims Adrian [email_address] Rhonda Conlon [email_address] Jerry Thomas [email_address] Special thanks to Floyd Davenport & Andy Kleinschmidt October 22, 2009](https://image.slidesharecdn.com/introducingideasforsocialmediastrategy-091021182849-phpapp02/85/introducing-ideas-for-social-media-strategy-1-320.jpg)
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Establishing a Social Media Strategy
- 1. Introducing ideas for establishing a social media strategy Anne Mims Adrian [email_address] Rhonda Conlon [email_address] Jerry Thomas [email_address] Special thanks to Floyd Davenport & Andy Kleinschmidt October 22, 2009
- 2. “ Today, if you're not staying current with Web 2.0 technologies' impact on business, then you're just not staying current. Period.” Sarah Perez of ReadWriteWeb flickr.com/photos/rambleon/2384382498/in/set-72157604099911780/
- 3. “ Friends, it (social media) keeps us relevant.” Andy Kleinschmidt flickr.com/photos/liewcf/3547134847/
- 4. Adoption Curve & Phases socialnetworkroadmap.com/index/wp-content/uploads/2009/04/web2_adopt_curve2.png Initial Discovery (2006-2007) Hype & Experimentation (2008-2009) Failure & Disappointment (2010) Triumph of Determination (2011-2013) Pervasive Adoption (2014-2015)
- 5. Forget some concepts behind traditional media, education, & marketing. flickr.com/photos/yourdon/2715599454/
- 6. Define who are community members Define who is core customer /client / community member Why would they care Create personas flickr.com/photos/cambodia4kidsorg/202143037/
- 7. Define your goals Look for & define a higher purpose flickr.com/photos/tomoski/2688883653 /
- 8. Set your priorities based on your values flickr.com/photos/seekoh/1225991680/
- 9. Ask and Listen flickr.com/photos/joyoflife/23724427/
- 11. Participate Become part of the community flickr.com/photos/davidkohlmeyer/3393520471/
- 14. Utilize the help and expertise of others images.cals.ncsu.edu/gallery2/main.php?g2_itemId=2595
- 16. Social media provides flexibility, efficiency, & scalability. flickr.com/photos/yourdon/2675323741/
- 17. Social media provides timeliness, responsiveness, inclusiveness, & opportunities for innovation http://www.facebook.com/home.php#/eatsmart
- 20. Try Explore Learn "This ... is ridiculously simple." Andy Kleinschmidt flickr.com/photos/aafromaa/3027002824/in/set-72157608631840641/
- 21. Choose the right tool. flickr.com/photos/geishaboy500/100043823/ Adapt as tools and environments change.
Notas do Editor
- You realize that there is a plethora of information available, some that is accurate and some that may not be accurate, but nevertheless you want to keep up. You are true professional, and you don’t want to get caught now knowing your industry, your area of expertise. http://www.flickr.com/photos/rambleon/2384382498/in/set-72157604099911780 Attribution-Noncommercial-Share Alike 2.0 Generic Share — Remix — Under the following conditions: Attribution . Noncommercial .
- *Andy Kleinschidmt *I have been running my blog for a year and had my all time traffic day yesterday because of this post I created- http://ff.im/-8ZuqS This post has very little to do with my program BUT it does several things, most importantly is keeping OSUE relevant and *part of the conversation*. The post was discussed on twitter and facebook by several ag media reps. flickr.com/photos/liewcf/3547134847/
- http://globalhumancapital.org/?p=675 http://www.socialnetworkroadmap.com/index/wp-content/uploads/2009/04/web2_adopt_curve2.png From the Social Network roadmap: People and org must change some of their assumptions and methods. Initally there will be some experimentation. The Social Network Roadmap suggests mitigating the risk. We call this using the tools appropriately and maximizing them for their purpose, and optimizing your resources (internal and external) These tools are able to give focus on interaction and being social. Focus on developing competencies to carry out (eventually) extensive Web 2.0 interaction. Social media should transform your business processes because people change the way they make buying decisions. See Specific techniques for managing risk: http://globalhumancapital.org/?p=675 Rapid cycles —. Transparency and inclusion — Stakeholder focus — Budgeting/ROI — Assess —Begin by matching goals with organization and stakeholder realities. Pilot — Scale — Integrate —.
- From the Social Network roadmap, New Rules of PR and Marketing and Whuffie Factor all suggest that Organizations must change some of their assumptions and methods. flickr.com/photos/yourdon/2715599454/ Studies are showing that connections, such as social networking, enhance working and social relationships and build social capital, particularly in relationships that already have a physical presence. To name just 3 studies (I can find more) are: Hampton, K. (2002). Place-based and IT mediated “community.” Planning Theory and Practice , 3(2), 228-23 Hampton, K. & Wellman, B. (2003) Neighboring in Netville: How the Internet supports community and social capital in a wired suburb. City and Community, 2(4), 277-311. Ellison, N. B. Steinfield, C, and Lampe, C. (2007). The benefits of Facebook “friends” : Social capital and college students’ use of online social network sites. Journal of Computer Mediation Communication , 12(4), Article 1.
- Whuffie Factor Scott Book Create Personas Define who is core customer/client/community members List reasons why they would care Create personas of community members The difference between an audience and a community is which direction the chairs are pointing. Chris Brogan Do you offer ways for people to keep up with information about products and services? Is your web information mobile accessible? Do you have ways for customers to comment?
- Freeranging. blog.k1v1n.com/2008/10/defining-freerange-enterprise.html Scott, Hunt This is not new. Define your goals. Suggested goals Bring more people to web site. Build relationships with others. Utilize the expertise and passion of others to build educational content. Be responsive and timely in meeting needs. Be more relevant. People outside of the organization talking about your work. Become more productive by multi-purpose your work. But you may need to develop goals that maybe different than you had before. flickr.com/photos/tomoski/2688883653
- http://www.flickr.com/photos/seekoh/1225991680/
- http://www.flickr.com/photos/joyoflife/23724427/ Attribution-Noncommercial-Share Alike 2.0 Generic You are free: to Share — to Remix — Under the following conditions: Attribution . Noncommercial. Share Alike . Research Collect client feedback, forums, chat, comments Do you have ways for customers to comment? Market research (Facebook groups & events, social bookmarking, Flickr search, Twitter search, blog search) Find unsolicited feedback by finding other groups, forums, social networks that are being used by your customers. flickr.com/photos/joyoflife/23724427/
- Evaluate with new assumptions because the goals are different and methods are different. http://www.flickr.com/photos/goldberg/1376718557/
- Example Participation in community during the North Dakota floods. flickr.com/photos/davidkohlmeyer/3393520471/
- Whuffie Factor Get transparent blogs, Twitter, Track through analytics, RSS feed, keyword search http://www.socialnetworkroadmap.com/index/?p=76 Transparency and inclusion —. Community might take you in directions you had not planned. Involve and include diverse stakeholders in the beginning: legal, public relations, revenue owners and accounting/finance, for example. Get appropriate outside counsel that can explain how to address concerns. Get a balanced team: the controllers, operators and the P&L owners. http://www.socialnetworkroadmap.com/index/?p=76 Photo: http://www.flickr.com/photos/einaros/3453909796/
- Authenticity Be real and authentic There is no hiding Authenticity builds credibility flickr.com/photos/gillat/3483112515/
- Knowledge construction http://images.cals.ncsu.edu/gallery2/main.php?g2_itemId=2595 The difference between an audience and a community is which direction the chairs are pointing. Chris Brogan
- Think about the customer, the community, not they way we write as academics. write for clientele, potential clientele, for the community-- not to broadcast, push, but to solve a problem, to answer a question. From Andy Kleinschmidt: > *Example 1: *I have been running my blog for a year and had my all time traffic day yesterday because of this post I created- http://ff.im/-8ZuqS > . This post has very little to do with my program BUT it does several things, most importantly is keeping OSUE relevant and *part of the conversation*. The post was discussed on twitter and facebook by several media reps. *Example 3: **S*earch *E*ngine *O*ptimization or SEO. This is the key for getting our information out to the public. My top growers, just like you and I, will google for answers. If you want to play the game, you must understand SEO. Specifically, go type 'soybean seeding rates' into > google. Now, look at the results and notice my blog is near or at the top. > We have had eight articles or mentions of soybean seeding rate in recent CORN newsletters, but they are not to be found on the first page of the google search. Why? The answer is CORN is not well optimized for search engines, blogs SEO very well. That doesn't mean that CORN is bad, it means that blogs can and should support CORN. from followup email Friends, You are probably thinking 'Gee, doesn't Andy do anything but play online?' Well the answer is I actually do very little in front of a laptop anymore, as I can do most activities via my smartphone. Last week I shared three very specific examples of the power of advanced web techniques. This week I have another example that even astounded me. I ran an experiment with an article that *Brian Roe* had emailed to me for submission in the Ohio Ag Manager newsletter. The article was titled *Some Thoughts on Ohio Issue 2*, and is a very robust article on the somewhat controversial Issue 2 in Ohio. Here's the experiment: 1. I put Brian's article into the Ohio Ag Manger Newsletter and my blog and set both to be released at 8:00 a.m. 10/5/09. 2. My blog hit the the web before the Ohio Ag Manager email by about 40 minutes. 3. At 10:00 a.m. 10/5/09 I googled "Ohio Issue 2" 4. As you can see from the attachement, my blog made it to the front page of the google search (albeit at the bottom, but still). There is no sign of the Ohio Ag Manager newsletter. Ohio Ag Manger Newsletter with Brian's article: http://ohioagmanager.osu.edu/news/index.php My blog with Brian's article: http://agvanwert.wordpress.com/2009/10/05/some-thoughts-on-ohio-issue-2/ Friends, as I mentioned before we must use these new tools to get our information out to the public. I'm more than happy to assist with those wanting one-on-one or small group help. But I need to get my research plots harvested first this fall. Thanks, AK
- http://www.flickr.com/photos/yourdon/2675323741/
- Image is Julie Garden-Robinson's facebook page for her Eat Smart Play Hard Together nutrition program. Julie is a nutrition spec at NDSU. She created this to extend her web site to the youthful audiences she is trying to reach. She partnered w/ the Bison athletic department and has student athletes (local celebrities) help promote her program. From Julie: Strategy: We wanted to have a means of directly connecting and interacting with visitors to our Web site. We have a lot of research-based "static" information to share, but wanted a "dynamic", innovative feature on the "Eat Smart. Play Hard. Together" Web site. Benefits Using social media has increased the number of people exposed to our health messages through the networks of "friends" on Facebook. As a benefit, we continue to attract and interact with "fans" from around the country. http://www.facebook.com/home.php#/eatsmart
- These value added statement are coming from Andy's email. Also, these new tools are time management tools, I can be more productive with these tools. A great example is converting emails to blog posts within a few minutes with minimal effort. Another great example is making new connections for publications (which I have a very specific example that is on its way to becoming a journal publication). Know that technologies environment behavior are different than in times when we had only static web pages email televison radio telephone newspapers magazines books Put these in the notes maybe???
- These value added statement are coming from Andy's email. Also, these new tools are time management tools, I can be more productive with these tools. A great example is converting emails to blog posts within a few minutes with minimal effort. Another great example is making new connections for publications (which I have a very specific example that is on its way to becoming a journal publication). Know that technologies environment behavior are different than in times when we had only static web pages email televison radio telephone newspapers magazines books Put these in the notes maybe???
- http://www.flickr.com/photos/aafromaa/3027002824/in/set-72157608631840641/ Strategies for managing information and technology growth Adapted from Floyd Davenport’s Keeping Up With Technology Participate and plan time to explore and learn. Easy to say and hard to do, but work at your own pace and set aside a reasonable amount of time given your individual priorities. This is not hard to do*. .. this type of outreach is ridiculously simple. Let me give you the example. Last evening we had a frost in Ohio, and Maurice Eastridge responded with a very quick email about frosted forages. I was not in the office when this email came in, but I read it from my phone. I thought that this email needed to immediately go beyond my inbox, *so from my phone I forwarded Maurice's email to my blog.* Here is the result: http://agvanwert.wordpress.com/2009/10/01/frosted-forages/ I created this blog post in 1 minute. Now, it is out there where my local paper, radio, twitterfeed, RSS feed, etc can pick it up and share.
- The first step is to use the right tools for the right job. .flickr.com/photos/geishaboy500/100043823/ "You are probably thinking 'Gee, doesn't Andy do anything but play online?' Well the answer is I actually do very little in front of a laptop anymore, as I can do most activities via my smartphone." Andy Kleinschmidt