1. Initial Report
Last Modified: 10/17/2010
1. My role at work is: (select all that apply)
# Answer
Response %
1 Marketing
37 49%
2 Communications
61 80%
3 Development
9 12%
4 Student Services
7 9%
5 Support ‐‐ Web/ IT
12 16%
6 Support ‐‐ Administrative
8 11%
7 Management
15 20%
8 Other:
9 12%
Other:
adjunct faculty
Admissions
graphic design
UHR ‐ Policy
Event planning
Outreach
media relations
supervisor

2. 2. Do you use social media in any of those work roles?
# Answer
Response %
1 Yes
71 93%
2 No
5 7%
Total 76 100%

3. 3. Do you use social media in your personal life?
# Answer
Response %
1 Yes
66 88%
2 No
9 12%
Total 75 100%

4. 4. Do you feel that your use of social media at work is strategic?
# Answer
Response %
1 Yes
61 81%
2 No
14 19%
Total 75 100%

5. 5. Do you use social networking as a means to learn about tools,
techniques and concepts that make you more effective in your job?
# Answer
Response %
1 Yes
52 68%
3 No
20 26%
2 Not Sure
4 5%
Total 76 100%

6. 6. How familiar are you with any of the following social networking
tools?
# Question Never
heard of it
Familiar
with it
Using it
regularly
Integrating it into
strategic plan
Responses Mean
1 Facebook 0 7 20 49 76 3.55
2 LinkedIn 1 35 20 18 74 2.74
3 MySpace 0 67 2 2 71 2.08
4 Other: 1 5 7 16 29 3.31
Other:
Yammer X8
Foursquare X2 or other location based tools
Twitter X9
Incircle X2
Ning X2

7. 7. How familiar are you with the following media sharing tools?
# Question Never
heard of it
Familiar
with it
Using it
regularly
Integrating it into
strategic plan
Responses Mean
1 Flickr 3 43 16 14 76 2.54
2 YouTube 0 18 28 30 76 3.16
3 iTunesU 2 49 12 13 76 2.47
4 Vimeo 27 37 7 4 75 1.84
5 Slideshare 26 39 3 6 74 1.85
7 CTools 4 47 16 7 74 2.35
6 Other: 0 1 2 2 5 3.20
Other:
Sharepoint
SharePoint
Scribd, blip.tv
Picasa; wikimediacommons
Shutterfly

8. 8. How familiar are you with the following blogging tools?
# Question Never
heard of it
Familiar
with it
Using it
regularly
Integrating it into
strategic plan
Responses Mean
1 Twitter 0 31 12 32 75 3.01
2 mBlog 26 38 3 5 72 1.82
3 Blogger 12 48 4 6 70 2.06
4 Wordpress 8 35 10 21 74 2.59
5 Other: 1 1 5 1 8 2.75
Other:
tumblr
Tumblr
Yammer, identi.ca, Plurk
TypePad
posterous
Yammer
tumblr

9. 9. On average, how many hours of your work week are spent on your
unit's participation in social media?
# Answer
Response %
1 0‐1
19 25%
2 2‐4
39 51%
3 5‐8
10 13%
4 9+
8 11%
Total 76 100%

10. 10. Who is the PRIMARY audience for your
marketing/communications efforts? (select one)
# Answer
Response %
1 Alumni
11 15%
2 Current students
10 13%
3 Donors
1 1%
4 General public
17 23%
5 Graduate students
3 4%
6 Media
3 4%
7 Parents
0 0%
8 Patients
2 3%
9 Prospective students
12 16%
10 Prospective faculty
0 0%
11 U‐M faculty
3 4%
12 U‐M staff
9 12%
13 Other:
4 5%
Total 75 100%
Other:

11. 11. What is the social media technology you use to engage your
PRIMARY audence most? (select one)
# Answer
Response %
1 Facebook
43 61%
2 LinkedIn
3 4%
3 MySpace
0 0%
4 Flickr
0 0%
5 YouTube
7 10%
6 iTunesU
0 0%
7 Vimeo
0 0%
8 Slideshare
0 0%
9 Twitter
4 6%
10 mBlog
2 3%
11 Blogger
1 1%
12 Wordpress
5 7%
13 CTools
2 3%
14 Other:
4 6%
Total 71 100%
Other:
None
Don't use it
Platform that hits several of these from one place
Can't really pick one, too many variables.

12. 12. How useful do you feel your social media efforts have been as a
tool for engaging your PRIMARY audience?
# Answer Min
Value
Max
Value
Average
Value
Standard
Deviation
Responses
1
Usefulness of Social Media Efforts
for PRIMARY audeince
0 100 52.68 25.64 69

13. 13. Who is the SECONDARY audience for your
marketing/communications efforts? (select one)
# Answer
Response %
1 Alumni
9 13%
2 Current students
18 26%
3 Donors
4 6%
4 General public
9 13%
5 Graduate students
0 0%
6 Media
1 1%
7 Parents
2 3%
8 Patients
2 3%
9 Prospective students
3 4%
10 Prospective faculty
0 0%
11 U‐M faculty
11 16%
12 U‐M staff
7 10%
13 Other:
4 6%
Total 70 100%
Other:

14. 14. What is the social media technology you use to engage your
SECONDARY audence most? (select one)
# Answer
Response %
1 Facebook
40 60%
2 LinkedIn
4 6%
3 MySpace
0 0%
4 Flickr
0 0%
5 YouTube
7 10%
6 iTunesU
2 3%
7 Vimeo
0 0%
8 Slideshare
0 0%
9 Twitter
6 9%
10 mBlog
0 0%
11 Blogger
0 0%
12 Wordpress
1 1%
13 CTools
2 3%
14 Other:
5 7%
Total 67 100%
Other:
None
email marketing
Don't use it
none

15.
15. How useful do you feel your social media efforts have been as a
tool for engaging your SECONDARY audience?
# Answer Min
Value
Max
Value
Average
Value
Standard
Deviation
Responses
1
Usefulness of Social Media Efforts
for SECONDARY audience
0 100 50.11 27.07 66
16. Do you measure and report the effectiveness of your social media
efforts to your management?
# Answer
Response %
1 Yes ‐ Regularly
16 22%
3 Yes ‐ Infrequently
39 54%
4 No ‐ Never
17 24%
Total 72 100%

16. 17. What is your greatest concern regarding incorporating social
media into your marketing and communication plan? (select all that
apply)
# Answer
Response %
1 I don't know how (skills)
7 10%
2 I don't know if I should (strategy)
9 13%
3
I don't have enough time
(resources/time management)
42 59%
4
I'm afraid we'll look bad or lose conttrol
of our conversation/message
(identity/brand management)
6 8%
5
I don't want people to steal my/our
stuff (copyright)
2 3%
6
I don't know how to measure its value
or success (ROI)
23 32%
7
I'm not sure if social media is better
than other things (prioritization)
24 34%
8
I can't keep up with the latest
technology (training)
11 15%
9
I don't want to take on the task of
mediating potentially irrelevant or
inappropriate responses
(relevance/exposure)
11 15%
10 Other:
10 14%
Other:
We need more resources/time to devote to creating and supporting engaging social media
Concerned about voice as it relates to all communications
Need more resources to fully integrate the necessary tools
Have to pay for Facebook ads
not sure audiences are using it for work
Social media is still new to fundraising and we're still trying to figure out the best fit
Need to continually produce content to share
I don't personally manage it and I don't think we're using it enough
I'm very skilled, but there is a constant need to learn new things, which sets a fast pace.

17.
18. Are you interested in learning more about social media
implementation?
# Answer
Response %
1 Yes
55 74%
2 No
4 5%
3 Maybe
16 22%

18. 19. Which aspects of social media are you interested in learning more
about? (select all that apply)
# Answer
Response %
1
Resource management ‐‐ getting it done
efficiently
36 54%
2
Strategic implementation ‐‐ knowing
waht to do when for whom
45 67%
3 ROI ‐‐ how to measure success
49 73%
4 Copyright ‐‐ making sure no one violates
14 21%
5
Roundtables ‐‐ meeting with others to
discuss ideas
18 27%
6 Facebook
19 28%
7 LinkedIn
12 18%
8 MySpace
1 1%
9 Flickr
10 15%
10 YouTube
18 27%
11 iTunesU
15 22%
12 Vimeo
7 10%
13 Slideshare
5 7%
14 Twitter
13 19%
15 mBlog
6 9%
16 Blogger
5 7%
17 Wordpress
11 16%
18 Other:
2 3%
Other:
Delicious, StumbleUpon, TweetDeck,
persuading administration that it's useful

19. 20. How do you prefer to receive your training? (rank according to
your preference)
# Answer 1 2 3 4 Responses
1 In person 24 12 13 2 51
2 Online, real time (webinar or similar) 8 24 17 2 51
3 Online, anytime (podcast or similar) 13 15 19 4 51
4 No preference 6 0 2 42 50
Total 51 51 51 50 ‐
21. How would you like to access information about upcoming
training sessions? (select all that apply)
# Answer
Response %
1 E‐mail me (insert your e‐mail address):
60 94%
2 Twitter (insert your Twitter username):
9 14%
3
Via the T‐n‐T Facebook page
(http://tinyurl.com/umtnt)
5 8%
4
On this Website (insert a site that you
would check):
0 0%

20. E‐mail me (insert your e‐mail
address):
Twitter (insert your Twitter
username):
On this Website (insert a site that
you would check):
kmtupac@umich.edu
sarabill@umich.edu
umichdan@umich.edu
chilcote@umich.edu
vvergoth@umich.edu vvergoth
rfacey@umich.edu
tsuchii@umich.edu
stofflet@umich.edu
brustman@umich.edu
jennday@umich.edu
bosborne@umich.edu
ccerto@umich.edu
sbellefl@umich.edu
vivianneschnitzer@gmail.com
rossflan@umich.edu
dueser@umich.edu
nonna@umich.edu
Kdonohoe@umich.edu
lindamd@umich.edu
ksmithz@umich.edu
schram@umich.edu
cbsum@umich.edu
pfa@umich.edu pfanderson
leekatt@umich.edu
lewismb@umich.edu
ejeppele@umich.edu
mthielem@umich.edu @thieleman1
kmacdoug@umich.edu litebulb11
hengeshl@umich.edu
andreakm@umich.edu
grayden@umich.edu
kathwe@umich.edu
jnordst@umich.edu
alainag@umflint.edu @UMFlint_Alaina

21. stephaa@umich.edu
laurajw@umich.edu
raughley@gmail.com
farmeral@umich.edu
kbergman@umich.edu
priest@umich.edu
dmadaj@umich.edu
sandys@umich.edu
kegavin@umich.edu
kuhnlein@umich.edu
kbg@umich.edu
slsumm@umich.edu slsummers
bethmar@umd.umich.edu @bethmarmarelli
jiseler@umich.edu
jillibog@umich.edu
dtreid@umich.edu
hessr@umich.edu
rharkai@umich.edu
mtthw_j_dms

22. 22. Please insert your market title:
Text Response
Marketing & Communications Director
Director of Marketing & Communications
Director of Communications and Marketing
Web Content Administrator
Broadcast Media Manager
public relations rep. senior
Student Affairs Program Manager
Public Relations Coordinator
Project Coordinator, Interactive Development Communications, OUD
Editor, Senior
sr public relations rep
Assistant to the Director/Office Manager
Program Success Coordinator
Program Coordinator
I have no idea what a "market title" is.
Graphic Designer
Sr. Adm. Asst.
communications manager
Marketing and Communications Specialist
Associate Director, UHR Strategy, Planning and Policy
Senior Public Relations Representative
Manager of New Media & Online Initiatives
Marketing Director
Director, Interactive Communications Developement
Program Coordinator
Director ‐ Michigan Public Media
Emerging Technologies Librarian
Editor
Project Manager
Director of Communications
Marketig Manager
Web communications specialist
Web Editor

23. Marketing Assistant Associate
IS Specialist Associate
Outreach Librarian
Public Relations Coordinator
Communications Video Producer
Communications Manager
Public Relations Rep Senior
Director of Communications
Creative Arts Producer
PR director
Assistant Director for Communications
Communications Specialist
intergrated media coordinator
Writer
Marketing Communications Specialist
Public Relations Coordinator
Marketing and Communications Specialist
Admin Specialist
Administrative Specialist
Multimedia Services
Director of Public Relations
Communications Specialist
Marketing & Communications Specialist
Information Systems Administration and Planning Manger ‐ MCIT
Assistant Director, Communications at UM‐Dearborn
Publication editor
editor
Top Communications Exec Unit
New Media Specialist
Statistic Value
Total Responses 62

24. 23. Do you have any suggestions or comments regarding
communicating with social media at U‐M?
Text Response
It's out the barn door like so many other technologies. Need better comprehension of the options for
faculty ‐ what their obligations are when using it with students and the legal ramifications, if any, of
their public‐facing discussions. I was unaware of the T‐n‐T facebook page so thank you for referencing
it here. I was suprised to see the typo in the aspects section. Not the usual for MC. Thanks.
We should be holding regular training sessions for the campus.
I think all units using Twitter should make an increased commitment to retweeting each others' posts
whenever appropriate‐‐to increase the reach of university news. I wish News Service would offer
easier ways to disseminate our stories via audio and video file‐sharing. iTunes‐U seems
undersupported.
Training that goes beyond the basics of social media would be most helpful; the future of the social
space is also a topic we always need to keep top of mind. Thanks.
I hear a lot of people say they would like a standard, accepted way to measure the return on investment
in social media. A group of us (communicators at the School of Natural Resources and Environment and
Sea Grant)have drafted on a logic model to quantify the results of SM.
We should make sure that the groups/individuals maintaining the "flagship" social media channels
across campus are connected to one another so they can share information and/or share messages at
the same time in a crisis or sensitive‐issue situation.
We would benefit as an organization by coordinating naming conventions It would also be useful to
maintain database (or twitter list) of U‐M people/sites that are contributing content in the social web.
I am working on developing a social media strategy for implementation at UM‐Dearborn so anything
that I can be involved in I would appreciate.
Statistic Value
Total Responses 8