1. Best Practices in Social Media
Dr. Debra S. Osborn
Dr. Melissa A. Venable
TechnologyTwins.com - @TechnologyTwins
GCDA 2017
2. In this session …
• Identify social media tools relevant to client goals
and interests
• Discover current trends in the use of social media
tools for:
– personal branding,
– marketing and promotion, and
– connecting with clients.
• Select strategies for social media participation
and expectations
3. Where are you?
• What platforms are you using now?
• Who manages them?
• Are there accounts you would like to add?
• Are there any you’ve abandoned?
• What are you using them for?
4. A Few Stats…
• 65% of adults now use social networking sites (up
form 7% in 2005)
• Ages 18-29 are most likely to use social media (90%)
• Use among those 65 and older has tripled since
2010 (now 35%)
• Women and men use social media at similar rates
• Facebook continues to be the most popular
platform (79% of adult Internet users)
http://pewrsr.ch/1Zgn7F7
10. Technologies US Teens are Using
https://www.statista.com/statistics/199242/social-media-and-networking-sites-used-by-us-teenagers/
11. Who are the Top Players?
• Facebook
• Twitter
• Instagram
• Snapchat
• Youtube
To see potential uses & strategies for career services,
see more at https://technologytwins.com
12. Best Practices: Personal Branding
• LinkedIn (if nothing else)
• Build Blogging & Portfolios– tell your story, share what
you can do, authority and expertise
• Interact – chats, discussion forums, follow and reply
• Try Twitter
• Explore other social media accounts
14. Other Branding Ideas
• Know yourself & your clientele
• Know how
• KISS
• Be Present & Consistent across social media
• Keep it Positive
• Associate with strong names
• Connect – 3C’s
• Coordinate efforts across social accounts
– Images, logos, color schemes
15. Best Practices:
Marketing and Promotion
• Consider separate “company” accounts
• Repeat updates, schedule at different days and times
• Know your current and potential clientele, which SM
they use, their challenges/questions
• Know your competition.
• Consistency. Have a plan.
16. How are you using social media for
marketing and promotion?
20. For Us, That Means Finding
People Who Love Technology
Tweeps:
@TechnologyTwins
@counselingtech;
@CareerTechForum;
@dsosborn;
@Melissa_Venable;
@PeterCarey
NCDA Technology Committee; Tech Tips
21. Finding Followers
• Create & optimize profiles for top SNS
• Add social sharing buttons to all of your content
• Use #hashtags
• Interact with followers/those who mention you
(@replies, RTs)
• Participate in live chats
• Follow other accounts!
• Incorporate marketing techniques
22. Marketing Techniques
• 80/20 rule – useful/self-promotional
• Vary it up – multimedia, formats
• Make lists
• Pick a topic that attracts traffic-google
trends, buzzsumo, feedly
• Analyze your headlines before
publishing – coschedule.com
• Bet on the winning horse
• Behind the scenes pictures
• Have fun
23. Best Practices: Connecting with
Clients and Students
• Decide which accounts, what you are willing to share
(personal vs. work), and how often
• Create a social media policy
• Invite specific kinds of connection, participation – focus
on networking and be a good role model
• Be aware of ethical and legal considerations
24. How are you using social media to
connect with clients and students?
25. Other ideas for connecting
• Invite participation
– “When you say you’ll be ready in 5 minutes, you
actually mean ___ minutes”
– Share facts but ask them to guess at what the #1
tip will be
– Invite tips, advice, hardest interview question
– Have contests (best answer, 1st to get a picture
with the CC director, etc.)
– Respond to those who comment
26. Other ideas for connecting
• Help students connect with alumni
• Use the platforms they are using
• Establish a Center or Office account and
partner with other campus social accounts
• Allow students to be account contributors
28. Best Practices ~ Commonalities
• Have/share a written policy
• Be consistent
• Have a plan (goals for SM, evaluation)
• Set realistic expectations
• Be willing to risk, but also willing to let go
30. A Final Note about “Best Practices”
What is the context in which you use social media?
Are they best for me?
Your best practices are determined by factors such
as:
• Audience you are trying to reach
• What you want to achieve - goals
• The resources you have available
– Time, Energy, Personnel/Contributors, Budget …
31. Best Practices in Social Media
Dr. Debra S. Osborn
Dr. Melissa A. Venable
TechnologyTwins.com - @TechnologyTwins
GCDA 2017
Notes de l'éditeur
Social media use is at an all-time high, but making an impact across multiple platforms can be an unrealistic expectation. Where should you spend most of your time and energy? What are the most effective ways to participate? The “Technology Twins” present their suggestions for tools and tasks, and invite you to share your success stories and lessons learned, with colleagues in this informal session.
Suggest creating an ongoing folder of stats (e.g., # of people unemployed, with mental illness, etc.)
WeChat - China
What’s the difference between worldwide millenials and US teens/young adults? What does this mean for you?
10-1110, Friday
Know yourself – how do others see you? Adjectives-be authentic, but unique, create a memorable slogan that expresses your mission and purpose; know why you want this to rock, what value do you bring?
Know how- colors, content, fonts, which platform
Keep it simple, sweety
Associate – w/others in field, start with 3C’s: Company, college, colleagues
Connect: hashtag holidays-hashtag random holidays w/your brand to increase traffic flow;
Use the same professional picture across accounts, same name (Deb v. Debra . Debbie)
Clientele: - and how I can help
Competition: Look at similar blogs, feeds - see who they're linking to-contact them. what's doing well out there?(gaps/opportunities)
-goal - others are posting my material, define my goal posts/retweets
Maybe have them actually do this exercise? Next screen we can show them what’s hot?
Buzzsumo, whatstrending.com
Also, know what’s hot on your campus (dean’s initiatives), in your community, and seek to connect there
For them, it might be finding people who are passionate about first gen students, or diversity and advocacy, or career transitioners.
Top SNS (Twitter, FB, Snapchat, LI, Instagram)
Hashtags.org
80/20 rule – 80% useful, 20% self-promotional-build social authority (take screenshots of praise)
Vary it up – go negative (“Avoid this at all costs!”); pictures; reviews; interviews; live stream
Infographics
Show some behind the scenes stuff (what you do in your down time)
Bet on the winning horse. See which topics you publish on that get the most traffic, and repeat.
Alexa – order dog treats
Turn off comments?
Respond – what did you like, what was most helpful
Instagram rules; you may not want interactivity – you may not have time for that.
https://yourescapefrom9to5.com/average-number-of-twitter-followers-is-208-infographic - Average number of Twitter followers (realistic expectations)