Social Media Management for UPLB Information Officers
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This was a presentation on social media management and institutional visibility given to newly-inducted public information officers of the University of the Philippines Los Baños (UPLB).
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Social Media Management for UPLB Information Officers
- 1. Social Media and Institutional Visibility KIM G. Quilinguing UP System Information Office
- 2. What is Social Media? An umbrella term used to describe web-based and mobile technologies that support the creation and exchange of user-generated content. They facilitate interaction, information- sharing, and relationship- building amongst users. Source: http://www-304.ibm.com/partnerworld/wps/servlet/ContentHandler/swg_com_sfw_social_media Interaction Content Generation Graphic from Pascale Communications via http://www.wordstream.com/blog/ws/2014/08/14/increase- traffic-to-my-website
- 3. Why go into Social Media? • 44,200,540 out of 107,668,231 Filipinos are online • Filipinos spend 21.5 hours online every week • 29,890,900 Facebook users • Almost 10 million Twitter users • 10th country with the most Twitter users • Smartphone sales in the Philippines grew by 326% in 2013 Photo from: http://blogs.wsj.com/indonesiarealtime/2014/04/22/missed-connection-filipino-social-media-gurus- and-speedy-internet/ References: http://www.internetworldstats.com/asia.htm#ph http://www.nielsen.com/us/en/insights/news/2011/surging-internet-usage-in-southeast-asia-reshaping-the-media- landscape.html http://www.gfk.com/news-and-events/press-room/press-releases/Pages/GfK%20Asia%20-%20Southeast%20Asias %20mobile%20phones%20market%20grew%20by%2024%20percent%20in%20volume%20over%20the%20last %2012%20months.aspx
- 4. Internet and social media use among Filipinos 21.5 hours are spent online every week • Only 13.3 hours are spent watching TV • Only 6.3 hours on radio • Only 3.6 hours on printed newspapers What do Filipinos do online? • 81% spend their time on Facebook • 51% maintain an account on Youtube Sources: Study: Filipinos spend more time surfing web than watching TV , Sunstar.com, http://www.sunstar.com.ph/manila/local-news/2011/11/07/study- filipinos-spend-more-time-surfing-web-watching-tv-189174
- 5. Developing a strategy for Social Media Determine your objectives • What do you want to use social media for? • What do you want to achieve? Identify your target audience • Who are they? What do they look for? • What are they saying? Develop an internal approach • What social media platforms do you use? • Who will be responsible for maintenance? • Who will be responsible in an emergency situation? Source: Smart Tips for Category 1 Responders in Using Social Media in Emergency Situations https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/85946/Using-social-media-in-emergencies-smart- tips.pdf
- 6. Developing a strategy for Social Media Establish a presence • Develop a strategy on how and where you will publicize you social media presence Sustain your presence • Think of ways to maintain interest in your website and social media accounts • Strive to interact and engage rather than broadcast Evaluate and learn • Try – there is no “one size fits all” approach • Measure – how well are you meeting your objectives? • Iterate – always feed information and update approach Source: Smart Tips for Category 1 Responders in Using Social Media in Emergency Situations https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/85946/Using-social-media-in-emergencies-smart- tips.pdf
- 7. 6 Ways to Build Trust Through Social Media • Communicating Thought Leadership – communicate expertise and provide content others will share • Transparency – people will talk about issues involving you; get involved and guide the conversations • Quick and Responsive Communication – Don’t be afraid of complaints via social media; address them head on. • Ensures Accountability – If open and interactive engagement in social media is desired, a level of accountability must be exhibited • Fun and simple engagement – Encourage entertaining engagement by sharing videos, apps and other materials; Don’t always make it about you and your services • Social responsibility – Show the audience that you care more about the community than yourself Source: 6 Ways Brands Build Trust Through Social Media http://www.forbes.com/sites/brentgleeson/2012/10/31/6-ways-brands-build-trust-through-social-media/
- 8. Institutional visibility through social media Can lead or take part in online discussions on: •Agricultural issues •Biotechnology issues •Education issues •Scientific research breakthroughs •Notable faculty, staff or student achievement
- 9. Social media can also be used to disseminate information on: •Suspension of classes •Emergencies •Events of the college or unit •Academic programs of the college or unit •Contact information of the unit or its personnel Institutional visibility through social media
- 10. OVPPA Levels of Communication Level 1: Public Safety Announcements • Urgent security matters (health, safety, online security, etc.) • Bad weather and suspension of classes • Campus-wide policy changes that are time-critical Level 2: University Policies and Policy Changes • High importance announcements which will affect the community • Includes regulations, memoranda, academic and non-academic policies Level 3: Events • Announcements on academic and non-academic activities which are planned in advance Level 4: News • Content relating to news, both office-generated and those produced by news organizations
- 11. How to measure impact on Social Media? Analytics The study of the impact of a website or social media account on its users Web analytics services track the following: •How many people visit your website or social media account? •How many are unique visitors? •How did they arrive at your website or social media account? •What keywords led them to your website or social media account? •How long did they stay on your website or social media account? Source: http://www.webopedia.com/TERM/W/Web_analytics.html
- 12. Why learn analytics? Analytics allows you to: • Know the age, gender and location of your audience • Observe the visiting behavior of your audience • Study audience reception of the content that you disseminate • Prepare better and more responsive content • Enhance interaction with your community
- 25. How does all these relate to UP? Under Republic Act 9500 (UP Charter of 2008), the national university is mandated to: •Fulfill its distinctive leadership role in education, research and public service (Section 3, Purpose of the University) •Relate its activities to the needs of the Filipino people and their aspirations for social progress and transformation (Section 8, Social Responsibility) Institutional visibility, by way of social media, enables access to relevant information from the university, fulfilling aspects of these public service duties
- 26. We don’t have a choice on whether we do social media, the question is how well we do it. Erik Qualman Author, motivational speaker, educator