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Social Media& Pakistan
U.S. Embassy IslamabadMay 11, 2012
Topics Today
What is social media? Attributes
Social media in Pakistan
Social media platforms
9 things social media can do for you
A few tools to measure social media
Social Media is AWESOME
Best time ever to be growing up
Better food, life expectancy is going up
People are connecting, sharing
Music, arts, political views, movies, doctors, students online classes
Social Media Connecting the World
Social Media Changing the Status Quo
Crowd-sourced encyclopedia
Articles added by users – edited by users
80% non-English - 283 languages
What is social media?
Social media is a collection of web-based or mobile technologies that turn communication into an interactive dialogue or multilogue
Content is easily shared
Peer/friend recommendations
Consumers also become producers
Overview of Social Mediain Pakistan
TV, Radio, and Newspapers Still Rule
22 million with Internet
Facebook – 6.4 million
Twitter – 2.5 million
YouTube – 7 million
Facebook, Twitter, YouTube, Blogspot, LinkedIn all in Pakistan’s top 10 most visited sites.
If Facebook were a country, it would be the third most populated in the world behind China and India
#1 or #2 most visited site in Pakistan
900Million
Microblogging
“What are you doing?” in 140 characters
Audience: 200 million
#9 most visited site in Pakistan
Good to see what is happening, spot trends, call for feedback
YouTube
Video-sharing social media site - Upload, view, and share videos. 7 million users in Pakistan - #3 Site in Pakistan
4 billion videos viewed per day
Over 1 trillion plays in 2011
Flickr
Image and video-sharing social network
6 billion photos
Audience: 80 million unique visitors
8 Things Social Media Can Do For You
1. Gives you access to thought leaders
2. Connects you to employment opportunities
“All one needs is a computer, a network connection, and a bright spark of initiative and creativity to join the economy.” - Don Tapscott
3. Brings the world closer to you
4. Provides a platform to build and promote a
personal brand
5. Disaster Response
5. Disaster Response
6. Give you access to information faster, easier
and in real time.
7. Makes it easier to share information with your
networks
8. If You Don’t Like Something Change It
8. If You Don’t Like Something Change It
9. Learn Anything
Most Popular Social Media Platforms
Facebook – 900 million
Twitter – 200 million users
YouTube – 4 billion videos played per day
Flickr – 80 million unique users - > 6 billion images
LinkedIn – 50 million users - #10 most visited site in Pakistan
All About Sharing
Why Do People Share?
94% interesting content
84% humor
66% personal connection
32% offered incentives
Ad age 2012
The Like Button
Facebook Glossary
Profile = Your page, contains info, photos, videos, and lists of your friends or whatever else you choose to include
Post = Message of 420 characters or less
Like = Button used to indicated appreciation, affiliation, or acknowledgement without having to add comment
Newsfeed = continuous stream of updates
Fan Gate = page requiring a ‘like’ in order to gain further value, content or information
Newsfeed
Exponential Reach with Sharing
Tagging
“The qualities that make Twitter seem insane and half-baked are what makes it so powerful.”- Jonathan Zittrain, Professor of Law at Harvard
Finding hashtags
Finding Relevant People
YouTube
Flickr
It’s Important to Measure
Measure future success
Website – why do they come, how long do they stay
Facebook – Likes, Reach, Shares, City and Demographic Breakdown
Twitter – Followers, Mentions, Retweets, Message Reach
YouTube – Plays, Comments
Alexa.comhttp://www.alexa.com/topsites/countries/PK
Socialbakers.com
Tweetreach.com
Trendsmap
Social Bro
Some Social Media Best Practices
Give out business cards with all social media sites on them at every event.
Social media bookmarks in every e-mail signature
Twitter out all press releases
8-10pm is peak time in Pakistan on social media
Pose questions on social media. Call to action…do something
Conclusion
Defined social media
Overview of social media platforms
Social media in Pakistan
We looked at some of the things social media can do for you
A few tools to measure social media
Social Media Strategy
75% of my time is day-to-day on website and social media sites. Will train new webmaster on these tasks when she arrives.
Want to focus on:
Social Media Strategy – SOPs, weekly reports, content schedules
Create listening dashboards (voices, keywords) – PAS, Urdu blogs, political, econ. Keyword trends product – spot trends before they become news
Countering misinformation from journalists and other influentials
Work on platforms (SMS Alert system, FTP site for journalists, etc.)
Training (Embassy, Consulates, and external organizations)
Advertising management (Embassy and Consulates)
