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Social Media 101
for Business of
Music
By Tim Nekritz
Associate Director of Public Affairs/Director of Web Communication
SUNY Oswego
What is social media?
• Interactive parts of the Internet where we
  can communicate with a range of
  audiences – for us prospective students,
  current students, faculty, staff, alumni,
  parents and friends of the college.

• Includes (but is not limited to) Facebook,
  Twitter, YouTube, blogs, Instagram,
  Soundcloud, Foursquare and more.
Social media IS
• About connections
• About content
• About conversations
• About authenticity
• A two-way street
• Part of wider effort (hub and spoke)
Social media IS NOT
• One more place to throw press releases
• One-way marketing
• Static space
• Something to ignore
• All about you!
Social media marketing
• Know your options
• Analyze audience (who using and why)
• Goals before tools
• Sustainability
Social Media 101: Business of Music Class
5 top tips


1. Be present!
Try before you buy
5 top tips


2. Be prepared!
Have a content strategy
5 top tips


3. Be responsive!
Reply and sustain
5 top tips


4. Be friendly!
Have conversations
5 top tips


5. Goals before tools
1.Does it help us meet a goal?
2.What’s in it for us?
3.What’s in it for our users?

Avoid OSS
Facebook
• The 800-pound gorilla

Considerations:
• Page? For business, yes
• Group?
• Individual account? (no)
Content = Connecting
Social Media 101: Business of Music Class
Best stories = human
interest
Connecting is human
Twitter: 140-character
stories
About them > about us
Twitter: 2 symbols are key
• @ symbol: replying
  or addressing
  someone

• # = hashtag,
  organizing around
  topic, conference,
  event
Hashtags = Connecting
YouTube
http://www.youtube.com/sunyoswegovideo
Social Media 101: Business of Music Class
What makes a good video?
• Meets a goal
• Short (~1 minute get biggest response)
• User-focused
• Fast-moving
• Reasonable quality

It’s not about big-budget, slick productions;
  our raw/low-edit videos have great
  metrics!
Pinterest? Have a point.
Geosocial/location-based
• Services tied to your smartphone
• Fastest-growing part of social media

• Location-based services have enormous potential
  to connect people to places, places to people,
  and people to people in places.
    • -- Tim Jones, North Carolina State University
Geosocial: Foursquare
Audiosocial: Soundcloud
Photosocial: Instagram
Blogs: Have something to
say?
Alyssa Explains It All
Straight up Michigan!
How ‘bout some examples …
… involving music?

Preferably before we fall asleep?
Pete Yorn: Twitter
Pete Yorn: Facebook
Pete Yorn: YouTube
The Wiyos: Facebook
The Wiyos: YouTube
The Tragically Hip: Facebook
Integration: a simple story
Monitor and respond
• Social media is 24/7
• Basic customer service, just new way
• Most users just looking for an answer
• Would you ignore your email for days?
Our FB comment guidelines
• The discussion board is available for questions, often from
  those entering or considering Oswego ... we hope to get you
  answers in a timely manner as you ponder joining our
  community. However, spam, blatantly commercial, obscene
  and/or denigrating messages are not welcome in this space
  and may be removed, as this page exists to serve a broader
  community.
Negative feedback?
• Honest complaints
• Spam
• Ragers
• Trolls

Again, make sure you have a posted policy!
Content strategy
• What do you post?
• How often do you post?
• Sharable: “wow” or “whoa!” factor
• Don’t be a robot; be a human
(And, of course, who posts it)



 Great site >>
 meetcontent.com
Who has the keys?
Social media conduct
• Zappo’s social media policy:
“Don’t do anything stupid”

• It’s pretty much common sense
Next steps
• Goals?
• Time/resources
• Options/communities
• Content strategy: what to say
• Get social!
Questions?


• Also available at: tim.nekritz@oswego.edu
 … or http://www.facebook.com/tim.nekritz
… or http://twitter.com/TimNekritz

Presentations http://www.slideshare.net/TimNekritz/

Our social media users’ guide:
http://www.oswego.edu/administration/public_affairs/socialm
  ediaguide.html

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