Collaboration and Social Media

Using Social Media as a Platform for

Adriene Nazaretian RadcliffeCollaboration and Social Media EvangelistOffice of the CIOMay 2014 a_radcliffe Adriene Radcliffe

YourDepartment

Topics Covered Today

• Why Social Media• Social Media Landscape• Be Content Driven• The Layering Effect• Personal Professional Branding• Departmental Branding and Staging• University Outreach• Resulting Influence of Social Media

Why Social Media

Social Media Landscape

Permission granted to use Infographic from F. Cassava

Social Media Landscape

Permission granted to use Infographic from F. Cassava

You have to FOCUS on the few that

matter given your content, audience

and intent!

Social Media Landscape

Share Files

Presentations

Rich Media

Company Forum

Social Media Landscape

Websites are an integral part of this landscape

This is where your REAL content lives

Be Content Driven

• Content and web sites (your brochure) marketing is a device used to educate, inform or entertain your consumers and prospective consumers

• Social Media is used by consumers to communicate among themselves (advocacy) and sometimes the target business (support)

Future Consumers xxxxxxxx

Be Content Driven

ContentConsumption Behavior

Participation Behavior

• Content is your new brochure (business tone & structure)

• Social Media your new telephone. Listen for feedback or provide support (less structure)

Be Content Driven

• When participation expands, behavior expands and then so must your content

• Develop content in small pieces that are re-usable

Content

BehaviorParticipation

The Layering Effect

University

Department

Personal Personal

Program

Personal

Established Credibility

and Content

Build Content

Build Credibility

DO THIS

DO THIS

Personal Professional Branding

Content has credibility when authored by experts

• Project an image• You are an expert• Topic focused• Discipline focused

Personal Professional Branding

Professionals should build a rich social profile• LinkedIn - professional social media platform• Post links to articles along with your opinion • Follow influential professionals or businesses in

your field or area of expertise• Join professional groups related to your

discipline• Reach out by starting a conversation • Share your work and collaborate

Department Branding and Staging

Brand your Department or Program• Your web site is your home to content• Your content is authoritative• Sites should have a consistent look and feel

(user experience)• Consumers should be able to reach you for

feedback• Prominently display your social

channels/addresses on your site, in your signatures and in all communications

Department Branding and Staging

• Your content should be varied in format as appropriate– Infographics and images– Rich web text and links– Related documents or PDF’s– Presentations– Video clips– Full recordings

Department Branding and Staging

• Your Content should be organized by topic, function, or type– Services and Offerings– Descriptions “About this Service”– FAQs– How to Get Help or Where to Learn– Related Policies

Department Branding and Staging

Plan and be consistent• Know your mission or vision statements• List your goals and objectives • Criteria - Does your content and social

communication meet or relate to:– The mission – The vision– One of the objectives– One of the goals

• Give regular progress reports on these too!

Mission

Vision

Objectives

Goals

University Outreach

• When a message needs a broader outreach, the Office of Public Affairs (OPA) can assist by reviewing content and publishing it through additional channels– Working@Yale– Yale Facebook– @Yale Twitter– University Web Site– University Messaging

Resulting Influence of Social Media

• You can measure your social and collaboration impact with tools such as Klout, or simple intuition (likes, followers, feedback, reach, hashtags)

* SlideShare connected to LinkedIn

Resulting Influence of Social Media

• Growth• Visibility• Recognition• Stay current• Stay relevant Future Consumers xxxxxxxx

ContentConsumption Behavior

Participation Behavior

Collaboration and Social Media

Using Social Media as a Platform for

Adriene Nazaretian RadcliffeCollaboration and Social Media EvangelistOffice of the CIOMay 2014 a_radcliffe Adriene Radcliffe

YourDepartment