Using social media to communicate better

Using social media to communicate better

Kate Lindsay, Manager for Engagement and Discovery

@KTDigital

Thursday 5 July 2012

Today

Overview of the institutional use of social media

Why does social media matter?

A strategy for social media use Defining goals Find your audience, discover your community Profile building Content creation and engaging tactics Gaining momentum Expanding your platform Measuring impact

Where do I start?

Disseminate news Brand awareness Get feedback / ideas ‘Customer’ service Be part of a community Build a community Crowdsource Have a conversation!

1. Know your objectives

Increase web traffic by …. Increase citations by ….. Increase downloads by …. Increase connections by …. Increase attendance by ….. Raise £….. Foster culture / communication / learning

through increasing conversations about ….. Gather feedback from …… on ……

1. Know your objectives

42 000 Facebook status update

173 000 tweets

2. Choose you audience. Discover your community.

1. Who do you want to engage with and reach?

2. Listen to them!

1. Look for keywords, advocates, and influencers

1. Get a deep dive look at your audience profile

3. Build a profile

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4. Content creation, engagement and building traction

1. Choose themes and topics2. Select media types3. Post regularly4. Re-post others content5. Make it shareable.6. Create a content calendar7. Map content to existing publicity

@Arras95: Contribute, Collaborate, Commemorate

•Twitter campaign between 9th April and 16th May 2012.•Surface a key, but lesser taught, turning point of the War. •Crowdsource a teaching collection of usable learning objects.

ww1centenary.oucs.ox.ac.uk/arras95

an example of new digital storytelling…

temporally structured archival blogging…

moving us forward in the way we look at our particular corner of history…

Oxford’s precursor to tweeting the WW1 Centenary…


It is now cluttered and confused, not helped by tweets commemorating the fallen; not I feel the purpose of the exercise.


One possible advantage of the brevity imposed by the 140 char limit, and the disjointed nature of things that some people have mentioned: is that it gives some impression of the fragmentary, and sometimes incorrect, nature of the reports being received on the way up the chain of command.


A knitted Battle of Arras Collection

•2545 Tweets•9 new articles•132 OERs

Image: Library of Congress, WW1 Poster Archive. Public Domain.


5. Gaining Momentum

1. Enhance existing relationships

1. Mix social media and the physical world

1. Use some tools Hootsuite TweetDeck Social Spout ….t

6. Expand your platform

7. Measuring Impact

1. Focus on metrics that relate to your objectives

2. Share of conversation and reach

3. Invitations received

4. Number of hits to your blog / website via social media

5. Self-evaluation

A strategy for social media…in a nutshell.

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Start Small. Focus on your Objectives. Then Grow.

Using social media to communicate better

Education

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