INTRODUCTION SOCIAL MEDIA

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1 INTRODUCTION SOCIAL MEDIA 101

2 INTRODUCTION o Social media defined o Social media is a conversation o Social media myths o Social media keys for success o Social Media, Bates and YOU

3 SOCIAL MEDIA DEFINED

4 THE CONVERSATION Social media is a conversation online. Look who s talking: o your students o your future students o your donors o your employees o your critics o your fans o your competition... o anyone who has Internet access and an opinion.

5 THE CONVERSATION The conversation is not: o controlled o organized o on message The conversation is: o organic o complex o speaks in a human voice Social media is not a strategy or a tactic it s simply a channel.

6 THE CONVERSATION o Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS)

7 THE MYTHS SOCIAL MEDIA MYTHS

8 THE MYTHS Social media is just a fad it will go away.

9 THE MYTHS Social media is inexpensive.

10 THE MYTHS If we put our content online we re just giving our expertise away for free!

11 THE MYTHS We can t measure social media results.

12 THE MYTHS Social media might work for certain industries and business models but it won t work for us.

13 THE MYTHS Tell the programmers to setup that social media thing.and get them to make it viral while they re at it!

14 THE MYTHS YouTube is that site for funny cat videos you ll cheapen our brand by putting our video on there!

15 THE MYTHS I ve started a Facebook page so I ve got social media covered!

16 THE MYTHS If we just delete all negative comments no one will see them.

17 THE MYTHS No seriously, I don t think anyone will notice if we delete those negative comments.

18 THE MYTHS If we build it they will come.

19 Social media is for kids. THE MYTHS

20 THE MYTHS We have to figure this all out before we start using social media.

21 Social Media is hard. THE MYTHS

22 Social Media is easy. THE MYTHS

23 KEYS TO SUCCESS KEYS TO SOCIAL MEDIA SUCCESS

24 KEYS TO SUCCESS Do o establish a presence on the social networks that Bates and colleagues use Don t o create a page and fail to maintain it o try a hard sell approach o point your fans to the college s Facebook or Twitter page o censor comments/let complaints go unanswered o encourage a discussion and participate frequently o spam your fans/friends with frequent private messages you ll drive them away o Keep it fun o post false information o Pose questions and reply to others o explore targeted advertising opportunities

25 KEYS TO SUCCESS Resources required for social media may include: o Strategic consultation o Training o Creating content o Integrating tools o Distributing content o Relationship management o Measuring value

26 KEYS TO SUCCESS o Experiment personally before professionally o Try a variety of social media tools o Be yourself, make some friends, and share

27 KEYS TO SUCCESS o Don t be afraid to share. Companies, like people, need to share information to get the value out of social media o Make your content easy to share o Incorporate tools that promote sharing: o Share This, RSS feeds, a friend

28 KEYS TO SUCCESS o Don't shout. Don't broadcast. Don t brag. o Speak like yourself not a corporate marketing shill or press secretary o Personify your brand give people something they can relate to.

29 KEYS TO SUCCESS o Think like a contributor, not a marketer o Consider what is relevant to the community before contributing o Don t promote your product on every post o Win friends by promoting other people s content if it interests you

30 CASE STUDY

31 BATES & YOU SOCIAL MEDIA, BATES & YOU

32 BATES & YOU o Facebook o o Twitter o Blogspot o o o YouTube o o LinkedIn o

33 BATES & YOU o Follow, Like and Comment! We want to hear from you. o Share content with your friends. o YOU are our best Bates advocates. o Send us noteworthy photos or other items to share.

34 BATES & YOU

35 3 TAKE AWAY MESSAGES 3 TAKE AWAY MESSAGES

36 3 TAKE AWAY MESSAGES 1. Word of Mouth peer-topeer discussions are more influential than the mass media 2. Participate by enabling and feeding the conversation (follow the keys to success) 3. Be transparent & honest

37 REFERENCES o Slideshare.net: Tactica Communications: o You Tube video:

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