This document summarizes a presentation about integrating social networking and discusses difficulties and usability. It covers defining social media, common tools used, developing policies and plans, implementation including crafting posts, engagement, and measuring return on investment. Key challenges addressed are that social media is not easy, won't solve all problems, and requires ongoing attention rather than being set and forgotten.

1. Integrating Social Networking:
Difficulties and Usability
Mike Sink, Town of Cary (@sinkawitz)
Jen Riehle, NC State OIT (@ncsumarit)

2. Welcome!
Social Media: The Theory
Social Media: The Policy
Social Media: The Plan
Social Media: The Implementation
Social Media: The Reckoning
Discussion & Questions

3. Disclaimers
This is not Social Media 101
We are not going to call it “Web 2.0”

4. NOT easy

5. WON’T solve all your problems

6. CAN’T set it and forget it

7. What is social media?
so●cial me●di●a
n.
Def: Blending of technology and
social interaction for the co-
creation of value

8. Conversation
Services
Facilitate conversation
between users
Ex. Facebook, Twitter,
Ning

9. Information
Services
Serve as a (primarily)
one-way communication
resource to users
Ex. Wikimedia, Blogger,
WordPress

10. Photo-sharing
Services
Share photos
Ex. Flickr, Picasa,
SmugMug

11. Video-sharing
Services
Share video
Ex. YouTube, Vimeo

12. Location-based
Services
Check-in at locations and
events
Ex. FourSquare, TriOut,
Yelp

13. The Tools
Twitter
Facebook
FourSquare
YouTube
Flickr
LinkedIn
WordPress
Wikimedia
Ning

14. The Tools
Twitter
Facebook
FourSquare
YouTube
Flickr
LinkedIn
WordPress
Wikimedia
Ning

15. http://www.ignitesocialmedia.com/2010-social-network-analysis-report/
Demographics
Gender
Education
Salary
Age

16. Dealing with Policy

17. First, do no harm
Look for your Communications Plan and/
or Social Media Policy
Review the State “Social Media Best
Practices” (12/09)
Be aware of Records Retention issues

18. Do You Need a Policy?
Yes

19. Why You Need a Policy
Ensures you’re following policies and
guidelines at community and state level
Gets buy-in from management
Helps lay groundwork for your Social
Media Plan

20. Key Elements in a Policy...
Authenticity and Transparency
Protecting Confidential Information
Copyright Concerns
Respecting Your Audience
Obeying Terms of Service
Brand and Naming Guidelines

21. Making Your Plan

22. Your Plan,
Your Rules

23. 1. What are your goals?
Determine your objectives:
Why are you here? What do you hope
to achieve?
Find a niche and be an expert
Too many objectives? Consider multiple
accounts

24. 2. What tools should you use?
Conversation Tools (Twitter, Facebook)
Information Tools (blogs, wikis)
Photo-sharing (Flickr, Picasa)
Video-sharing (YouTube, Vimeo)
Location-based (Foursquare, TriOut)

25. 2. What tools should you use?
Who is your audience and what are they
using?
What is the purpose of your message?
How many channels of communication
can you commit to?
What channels are best for your
message?

26. Remember...
It is a lot harder to get OUT of social
networking than it is to get into it.

27. 3. Create/amend your
business model
What outreach is already being done and
how does this fit in?
Who/how many people will be doing this?
What will the workflow look like?
Will they be trained?
Will this be in the job description/work plan?

28. 4. The Employee Factor
Don’t just grab some student or intern
This is official communication, needs an
expert
Person should understand and care
about the dynamics of social media

29. 4. The Employee Factor
>
other

30. 4. The Employee Factor
Educate employees about the communication
plan and social media guidelines
Encourage them to participate in the
community, when appropriate
Have guidelines for employees social media
behavior

31. 5. Set Expectations
Consider your assets:
Do you already have some processes in
place?
Do you have any in-house expertise?
How are your peers doing?
How much time and money are you
investing in this endeavor?
Be realistic

32. ... and then keep track
Keep a copy of all your posts
Record data based on your assessment
plans
Don’t have to be big or costly, just has to
work

33. Warning: Preparedness

34. Warning: Security

35. Remember...
You are not just making a plan to share
information; you are making a plan to
build a community
You are making a social contract between
you and your followers

36. The
Implementation

37. Create Your Profile

38. Crafting Your Post
Think about your AUDIENCE
In what CONTEXT will your audience be
reading?
What is the PURPOSE of your message?

39. Audience

40. Context

41. Purpose

42. Communicative Purpose
“That post is from NC State OIT!”

43. You are what you tweet
Advertising (workshops, seminars, services,
events)
Announcements (outages, change
management, security issues)
News (technology, education, technology in
education)
Customer Engagement

44. Introduction to Excel 2007 Part 3
(formulas, macros, drop down lists)
04/22, 1:30-4:00, 6 seats left, More info/
sign-up: http://idek.net/7U8
ncsu_oit

45. Tiny URLs can be big security risk! (And
you know Twitter uses them
extensively.) http://oit.ncsu.edu/news-
releases/tiny-urls-can-be-big-security-
risks
ncsu_oit

46. RT: @hfrankm3 NCSU's library lends all kinds of
cool equipment... Including iPods & Kindles. [ &
MUCH MORE! see http://idek.net/6F1 ]
RT: @higheredu STATS: U.S.A. Social
Networking Rankings: http://tinyurl.com/
9bply5 (Twitter in 17th [Hitwise] & 9th [Nielson]
place resptvly)
ncsu_oit

47. Thanks for the follow. Welcome
to NC State! Hope you enjoyed
our IT presentation. :)
Yeah, first presentation I've stayed
awake for the whole time haha
Ha! We're flattered! Best of luck in your
time here, & don't hesitate to call on us if
you have technology needs/problems
while you're here.

48. More Engagement

49. Hashtags and Searches
Hashtags tie content into larger
community themes
#ncsu_oit, #orientation, #gopack
Makes tweets easier to find and
aggregate

50. Building Community
Welcome newbies, orient them
Reward contributions
Make sure there is always someone
listening (and responding!)
Use screen names and connect names
with faces IRL
Connect with other local communities

51. {FUN}

52. The Reckoning

53. Return on Investment
First, have a goal (see: The Plan)
Use tools to monitor success:
Google analytics
URL shorteners that track usage
(bit.ly, goo.gl)
Facebook pages monitor usage
Many new tools for monitoring social
media usage

54. What does “success” mean to you?
What do you do with your success?
Return on Investment

55. Your Reputation
Get into good habits
Solicit and respond to feedback
Pay attention to what’s being said about you

56. You are not in control

57. When to Bail
It will take time
This is an enhancement, not
a replacement
Don’t look at the number of
people, look at the quality
of connections
You’re using it whether you
like it or not

58. Questions &
Discussion

59. BIG PHOTO THANKS!
STÉFAN

60. Thank you!
Mike Sink (@sinkawitz)
Jen Riehle (@ncsumarit)
Slides available online at
http://slideshare.net