AATYC Social Media Seminar presentation. Focus was on common issues, Facebook setup and Twitter.

1. Social Media
Martin-Wilbourn Partners

2. Social Media Users
• Facebook: 1.1 billion users
– 1 in 7 humans are on Facebook
• Twitter: 500 million users
• Google+: 400 million users
• LinkedIn: 200 million users
• Instagram: 100 million users
• Pinterest: 70 million users

3. Social Media Minute
• 1.7 million Facebook posts
• 100,000 tweets were sent
• 48 hours of video uploaded to
YouTube
• Four days of YouTube videos are
shared on Twitter
• 3,500 check-ins on FourSquare

4. Social Media Demographics
• 67% of Internet users on social media
• Gender
– Women 71%
– Men 62%
• Age
– 18-29 86%
– 30-49 73%
– 50-64 57%
– 65+ 35%

5. Social Media Demographics
• Ethnicity
– Caucasian 65%
– African-American 68%
– Hispanic 72%
• Education Attainment
– College+ 65%
– Some College 69%
– High School Grad or Less 66%

6. Social Media Demographics

7. Facebook
• 1 in 7 humans are on Facebook
• Each day users spend 10.5 billion minutes
• 500 million Likes per day
• 250 million photos added daily
• 1 out of every 7 minutes spent online is
spent on Facebook
• 50% of smartphone users connect every
hour of every day

8. Twitter
• Twitter has more than 500 million users
• 120,000 tweets are posted every second
• 340 Million tweets are posted per day
• 1 million new accounts created daily
• 43% of Americans are exposed to tweets
from traditional media
• 53% of users have recommended
companies and products on Twitter

9. Other Social Networks
• Pinterest is now the third most popular
social network
– 79% female, 21% male
• Google +1 button is used more than 5
billion times per day to share content
• LinkedIn is the top professional social
network in the world
– 61% use as their primary professional network
• Instagram has had over one billion
photos uploaded

10. Mobile
• Out of 6 billion people on the planet, 4.8
billion have a mobile device
– Only 4.2 billion have a toothbrush
• Individuals interact with their mobiles an
average of 40 to 80 times per day
• 91% of mobile Internet access is for social
activities
• Mobile users spend 161 million minutes
per month on social media

11. Social Media for Business
• Facebook is the #1 social media
marketing tool for brands at 83%
– Twitter is second at 53%
• 74% of brand marketers saw an
increase in website traffic with six hours
per week on social media

12. Common Issues
Organization & Management
• No organization of social media
• No editorial schedule for content
• No oversight of school-affiliated pages
• Staffing for future management of
student-run accounts

13. Common Issues
Content & Voice
• Quality of content
• Inconsistent voice
• Focus only on existing students
– Potential students & alumni overlooked
• Content is not leading users to website
• Consistency in posting content

14. Common Issues
Engagement
• Customer service is not part of focus
• Pages do not regularly interact with
users
• Lack of interaction with other official
pages

15. Facebook

16. Arkansas Four-Year Colleges
• All colleges are on social media
– All on Facebook
• Public college averages
– 11,358 likes on Facebook | 8,687 w/o UA
• Private college averages
– 3,378 likes on Facebook

17. Arkansas Two-Year Colleges
21 of 22 colleges on social media
• 21 on Facebook
College averages
• 1,994 Likes on Facebook

18. Facebook
• Setup is overlooked on Facebook
• Issues:
– Profile photo
– Name
– URL
– About
– Website in short description
– Customized tabs

19. Facebook
Profile Images
• Issues:
– Cutoff image
– Not centered
– Low-res image
– Non-logo
• More than half of two-year colleges
have issues with their profile photo

20. Facebook
Profile Photo
• How to set your profile photo

21. Facebook
Profile Photo

22. Facebook
URL
• How to set your Facebook URL:
– Edit Settings > Page Info > Page Address >

23. Facebook
About page
• Complete all possible sections
• Editable sections:
– Name, Page Address, Category, Topics,
Subcategories, Address, Start Info, Short
Description, Company Overview, Long
Description, Mission, Founded, Awards,
Products, Phone, Email and Website

24. Facebook
Short Description
• One of the most viewed areas on a
Facebook page
• Include your business’s URL
– Only three two-year colleges include a
URL in their short description

25. Facebook
Post Options:
• Pin to Top
• Highlight
• Reposition Photo

26. Facebook
Pin to Top
1. Click the pencil icon in the upper-
right corner of your Page's post
2. Select Pin to Top
3. Your pinned post will move to the top
left of your Page's timeline, and an
orange flag will appear in upper-right
corner

27. Facebook
Highlight
• Feature a post you think is important
• Expand post to widescreen

28. Facebook
How to Highlight a post:
1. Hover over a story on your Page’s
timeline
2. Click the star
3. If necessary, reposition photo

29. Facebook

30. Facebook

31. Facebook
Reposition Photo
1. Hover over the story and click the pencil
2. Select Reposition Photo
3. Click on the photo and drag it into the
position you want
4. Click Save to save your changes
• You can also select Default Position at
any time to move the photo back to
original position

32. Facebook
Facebook Specs
• For full list of Facebook specs, visit
MWPartners.com/FacebookSpecs

33. Twitter

34. Arkansas Four-Year Colleges
• All Colleges are on Social Media
– One school not on Twitter
• Public College Averages
– 4,401 follows on Twitter | 3,731 w/o UA
• Private College Averages
– 1,242 follows on Twitter

35. Arkansas Two-Year Colleges
21 of 22 Colleges on Social Media
• 17 on Twitter
College Averages
• 372 Follows on Twitter

36. Twitter: Super Bowl
• 26 Super Bowl commercials included
Twitter references
– Four referenced Facebook
– One referenced Instagram
– One referenced YouTube
– Zero referenced Google+
• Twitter increased its hashtag mentions
by 300% over previous year’s Super
Bowl

37. Twitter: Super Bowl

38. Twitter Tips: Branding
• Consistency on Social Networks
– Handles
– Bios
• Official Page
• Imaging
– Profile Photo
– Header
– Background

39. Twitter Tips: Organization
• Social Media Directory
– Page Managers, Monitoring
• Training
• Editorial Calendar

40. Twitter Tips: Organization

41. Twitter Tips: Content
• Consistent posting
• Include links
– Tweets with links are three times more
likely to be RT’d
• Be timely

42. Twitter Tips: Content
• Posts with more than 118 characters on
Twitter have less engagement
– Users do not want to read longer tweets, and
retweets with comments are more difficult to
retweet
• Grammar matters. Use proper
punctuation
– Colons and periods are the most commonly
used punctuation
– Question marks and semicolons are not
commonly used

43. Twitter Tips: Content
• How many tweets per day?
– Research indicates 10 to 20 tweets is a good
daily average for brands
– Infrequent posts can lead to unengaged
followers
– Over-tweeting leads to engaged unfollows
• Engagement is higher on posts with photos
– Instagram no longer embeds photos on Twitter
– Twitter has photo filters?

44. Twitter Tips: Content
• A common mistake is starting a tweet
with @someone for a post meant for
the public.
– When a tweet begins with @someone,
only the two accounts (one posting and
one mentioned) will see the post, along
with anyone who follows both.

45. Social Media Policy
• Do you have a standards & practices
for social media?
– Is it updated annually?
– For page managers and staff posting
content on official social media pages
• What is the worst that could happen?

46. Social Media Policy

47. Social Media Policy

48. Social Media Policy

49. Social Media Policy
• Create a Social Media Standards &
Practices Guide
– Provides rules for employees
– Page managers need expectations for
their work on social media
– Involve public relations strategies
– Page managers should use separate
mobile Twitter apps for personal and
company accounts

50. Twitter Tips: Hashtags
• The hashtag was first used in August
2007
• A hashtag is a “tag” used to
categorize tweets according to topics
• To add a hashtag, you preface the
relevant term with pound sign (#)

51. Twitter Tips: Hashtags
• It allows people who follow a topic to
find your tweet and hopefully follow
you
• You can create your own business
hashtag
• Be careful of using trending hashtags
– Example: #WPS #MWPartners

52. Twitter Tips: Hashtags
• Use sparingly & respectfully
• Search a hashtag before using it
• Hashtags provide useful context &
cues for topics

53. Twitter Tips: Hashtags
• Excessive use causes annoyance,
confusion or frustration
• Use hashtags when it adds value, not
on every word in a post
• Create an official hashtag for your
business

54. Twitter Tips: Hashtags
Hashtags are now used on most social
networks:
• Facebook
• Google+
• Instagram
• Tumblr
• Pinterest

55. Twitter Tips: Hashtags

56. Twitter Tips: Hashtags

57. Twitter Tips: Hashtags

58. Twitter Tips: Engage
• Communicate with users who engage with
and mention your brand
• Negative tweets will happen
– Customer service is #1
– Respond. Be personable. Be polite.
– Next step is to move to phone or email contact
• Follow other users
• Respond to new followers

59. Twitter Tips: Engage

60. Twitter Tips: Engage

61. Twitter Tips: Engage

62. Twitter Tips: Engage

63. Twitter Tips: Engage

64. Twitter Tips: Engage

65. Twitter Tips: Engage

66. Twitter Tips: Engage

67. Martin-Wilbourn Partners
• Follow me at @BrentSGambill
• Follow us at @MWPartners
• Like us at Facebook.com/MWPartners
• Website: MWPartners.com
• Blog: MWPartners.com/Podium
• Social Network Specs:
MWPartners.com/SocialMediaSpecs