1. EDUCAUSE Annual Conference
12 October, 2010
Anaheim, CA
Managing Social Media
Robin Smail (aka Robin2go)
Disruptive Technologist
Penn State University

2. Our roadmap
• Who are you?
• Why social media?
• What are your goals?
• Where do I start?
• When do I see results?
• How do I measure results?

3. Who am I?

4. Whoare you?

5. University?
Individual?
Administration?
Informative?
Public?
Private?
Marketing?
Student Services?
Admissions?
Student Groups?
Academic Department?
Find your voice
Helpful?

6. Whysocial media?

7. What do you want
to say?
Discuss.
(no, really. I mean now.)

8. 92%of U.S. toddlers
have an online
presence.
(AVG study)
Whoare you talking to?

9. Social media is a different beast.
It’s not your father’s marketing.

10. Wordofmouthis social media's heart. The implicit or explicit endorsement of
a fellow human being when they post a comment, Tweet a link,
write a review, write a wall post on Facebook, or recommend
a video has a significantly greater (if not exponentially greater)
impact on our selection process than advertising alone.

11. Find your audience
2007

12. Find your audience
2010

13. Are you prepared
for this?
for this?
(seriously)

14. Whatare your goals?

15. WIIFM?
What’s In It For Me?
(Not just for you, but for your community,
because they are asking the very same
question.)
So how does this question tie into your goals?

16. Let’s get organized.
• How many hours do I have to spend in
social media?
• Do I have other resources?
• Which 2-3 tools will work for me?

17. Let’s get buy in.
• Have we evaluated where we are so we
know where we want to go?
• Do I have leadership’s support, or am I
establishing a presence to build a case?
• How do we measure success? failure?

18. Hint: if your objectives and goals can’t
be measured against something, it’s going to be
really hard to evaluate and adjust your efforts.

19. Wheredo I start?

20. Let’s get going.
• Passive (observation mode): listening, paying
attention, and absorbing.
• Responsive: taking first steps in online
engagement, following and responding to
ongoing dialogue.
• Engaged: not just participating, but leading
discussions and community building.
• Creating: generating useful content for your
community that helps grow your presence.

21. Find your tools

22. Twitter
• An organizational Twitter account.
• A desktop client that can handle multiple
accounts.
• If applicable, a smart phone app.

23. Facebook
• An organizational Facebook page.
• A vanity URL.
• If applicable, a smart phone app.

24. Blogging
• An organizational blog.
• A blogging platform.
• An aggregator to read other blogs.

25. Listen and monitor
• Technocrati
• Google Blog Search
• Backtype.com
• BoardTracker and
BoardReader
• Twitter Search
• Social Mention
• Addictomatic
• IceRocket
Beginner More Advanced

26. Whendo I see results?

27. Social media maturity
*If you’re serious, this is going to take more
than one person at this stage of the game
graphic by Radian6

28. Let’s talk resources.
graphic by Radian6

29. Larger scale resources.
graphic by Radian6

30. Howdo I measure results?

31. Define your goals.
• Reputation
• Awareness
• Engagement
• Education
• Entertainment

32. The only true RPO

33. Metrics and measuring.
• Members
• Posts, threads
• Comments, ideas
• Inbound links
• Tags, votes, bookmarks
• Active profiles
Activity and engagement

34. Measuring activity and
engagement.
• Members
• Posts, threads
• Comments, ideas
• Inbound links
• Tags, votes, bookmarks

35. Measuring awareness
and value.
• Brand loyalty/affinity
• Share of conversation
• Sentiment of posts
• Interaction with content

36. • Respond with grace and not rancor.
• Be honest if there was an error.
• Make sure you have a “comment policy”
before you need one.
• Know that sometimes it is better to let the
community put the fire out.
When things go wrong.

37. Go social with me.
Education Technology Services
210 Rider Building
The Pennsylvania State University
University Park, PA 16802
Robin Bradford Smail
Disruptive Technologist
robin2go@psu.edu
http://tr.im/robin2go