Social Media Town Hall
description
Transcript of Social Media Town Hall
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Social Media Town HallMay 9, 2012
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Objectives for Town Hall•Social Media is all about Engagement.
•Facebook and Twitter have important differences.
•Facebook’s Algorithm dictates rules of the game: understand it and you’ll understand how to play the game.
•Provide best practices and tips.
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Last year…
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This Year…
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We’re All in This Together•One meeting = one
message
•It is not about “Recruits vs. Fans”
•Quality content caters to everyone- recruits, fans, student-athletes.
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Why do we care about Social Media?• Social Media → Social • Social → Engagement
• Engagement → Buzz
• Buzz → Attendance, Revenue, Recruiting Advantages
• Cost = $0
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Updates on Growth• Recent filing: 845 million monthly users on Facebook: 1/8 of the world’s population!
▫ Estimated that 45% of users are between ages 13-25
Football: 43% of users under 25, 71% under 35
• Twitter: Over 465 million accounts, 110 million in the US▫ While only 10% of US population is on Twitter, 89% are familiar with Twitter. “Twitter
is bigger than you think.”
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Stanford Athletics’ Facebook Growth
•At least 30 out of 35 sports have team Facebook Pages.
• Over 62,000 LIKES between all our teams.
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Stanford Athletics’ Twitter Growth•At least 30 out of 35 sports have team Twitter feeds.
• Over 50,000 FOLLOWERS between all our teams.
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FACEBOOK VS. TWITTER
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Facebook and Twitter: Similarities
• Key to success in each is being Social: Have a conversation with Fans/ Followers and engage with them.
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Facebook and Twitter: Similarities
Organic Reach= ~10,000
Viral Reach= ~65,000
•With engagement comes potential for tremendous reach.
Total Reach= 75,000
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Facebook vs. Twitter: Filter
• Twitter has no filter; user sees everything
• Facebook has a filter (algorithm) that chooses what a user sees amongst their Friend/Fan Page posts
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Filter Implications•Facebook: “Feed the algorithm”
•Twitter: As feeds get saturated → risk of unfollows
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Facebook vs. Twitter: Medium
•Twitter=140 characters of text.
• Facebook=Media rich, long form text.
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Medium Implications•Do not link your accounts- separate
channels with separate uses.
•Facebook: Visual medium with no character constraints. PAINT A PORTRAIT.
•Twitter: Non-visual medium with 140 character limit. CRAFT A QUICK MESSAGE.
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Facebook vs. Twitter: Time Decay
•Twitter: Content has strict chronological display.
• Facebook: Quality content may remain high on news feed for a period of time.
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Time Decay Implications•Facebook: Post it once and make it count.
Time of day is not as important.
•Twitter: OK to repeat tweets at different times of day (with slightly different wording). Experiment with different times, days, etc.
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FacebookThe facts about Facebook:
1) Most Fans rely on the (algorithm-driven) news feed rather than visiting your Page directly
2) News feed: Facebook algorithm is a function of “affinity, weight, and time decay”. ▫ Affinity: Frequency of interactions
with your Page▫ Weight: Comments /Shares > Likes
> Visits▫ Time Decay: Recency of interactions
with your Page
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Facebook’s Reach
Organic Reach= ~10,000
Viral Reach= ~65,000
•With engagement comes potential for tremendous reach.
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Facebook•Takeaways:
▫Simply being on Facebook is not going to “move the needle”
▫Utilize smart Facebook behavior + provide engaging content
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Facebook: Cover Photo
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Facebook: Cover Photo
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Facebook: Cover Photo
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Facebook: Cover Photo
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Facebook: Cover Photo
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Make Posts Count•Comments and Shares carry more weight
in the algorithm than do Likes▫Deliberately engage your Fans.
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Engagement by Content Type
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Edgerank Study- Takeaway•Got something
to say? Say it with a photo!
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Football’s Five Most Viral Facebook Posts1.
4.
2.
5.
3.
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Top 5 Viral Posts- Takeaway•These photos
aren’t “star power” driven- they are EMOTIONALLY driven.
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Top 5 Viral Posts- Takeaway•You ARE the story-
you are not reporting the story.▫Be timely and
authoritative.
•No time? Use your SID!
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Be The Story!
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Take Advantage of Great Content
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More Facebook Tips•Post length: studies show that longer posts are OK (i.e., longer than Twitter’s 140 characters).
•When posting a link, try and select the most engaging photo from story to post.
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More Facebook Tips•Make Head/Other Coaches Administrators for your Page. Only administrators may directly invite their personal friends (e.g., recruits) to “Like” the Page, an easy way to increase your Fans.
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More Facebook TipsDownload the Facebook App…
…And the Facebook Messenger App
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Use Insights to Monitor Engagment
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Facebook Insights
Virality: 332/6283 = 5.28%
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Learn More About Insights
•Attend a weekly workshop- Wednesdays at 11 in the Hall of Fame Room
•Contact Dave Sertich ([email protected]) for more information.
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Twitter Best Practices: #GoStanford
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Twitter Best Practices: Other HashtagsJOIN A COMMUNITY
CREATE A COMMUNITY
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Twitter Best Practices: Use of “@”
Use of “.” before “@”:
Acknowledge fellow Twitter users:
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Twitter Best Practices: Leverage Your Student-Athletes’ Tweets•Know your Student-Athletes’ handles (past and present) and follow them.
•Proper etiquette: reference student-athletes’ handles when Tweeting about them.
•Re-tweeting student-athletes can be great publicity for your program.
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Twitter: Be Engaging
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Twitter: Own Your Team’s Story
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Tools: Crowdbooster• Easily track
your Reach
• Track your Followers
• Schedule Tweets
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Tools: Mobile Tweets and Tweetdeck•Mobile- Texting Tweets
•Tweetdeck
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Questions?
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Thank You!