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- 1. Social Media What’s Working, What’s Not Round Robin Troubleshooting Session 2014 EPIC Facilitated by Deb Heleba debra.heleba@uvm.edu With funding from NE-SARE
- 2. Device you typically use for social media? 0 2 4 6 8 10 12 14 16 18 20 Laptop Tablet Smart Phone
- 3. My goals for this session: • You will learn at least 1 new tip / info. • You will integrate it into your work between now and the next 4 months. Ground rules: • Relax and enjoy • Ask away! No dumb questions… • Share, share, share!
- 4. Hurray! You are the experts! 1 0 1 1 1 1 1 1 5 0 1 1 6 8 4 4 7 7 2 2 5 5 4 8 3 4 5 Tumblr Instagram Pinterest YouTube Webinars LinkedIn Blogs Twitter Facebook Responses to: What social media channels do you use in your Extension work? Advanced Intermediate Novice
- 5. Your Burning Questions 1. Getting started 2. Building and engaging your audience(s) 3. Managing your channels 4. Measuring social media 5. Where to learn more 6. Tools (aka channels, platforms) – Facebook – Blogs and microblogs – Google+ – LinkedIn – Webinars – Visual: Pinterest, Instagram, Yo uTube, etc.
- 6. 1. Getting Started Questions • How do you start getting onto social media? • What social media outlets, or type of information, are best for building partnerships? • What are the key social media sites to get on? • Are tweets and blogs the best social media formats - or what is more popular? • How do we make decisions about what things to do with social media, and what to do with other (in-person) methods? Who do we NOT reach when we make a choice to use social media? Some Answers • See “selecting the right tools”
- 7. Photo credit: Debra Heleba, University of Vermont Extension
- 8. Virtual Farm Tours & Field Days
- 13. The Social Media Ecosystem Families of Services: • Publishing* • Sharing* • Playing • Networking* • Buying • Localization Source: http://www.fredcavazza.net/2012/02/22/social-media-landscape-2012/
- 14. Selecting the “Right” Tools starts with a Social Media Plan! • Know Thyself – Why am I doing this? – What tools do I currently use? • Know Thy Audience – What tool(s) does your target audience use? • Know Thy Resources – What’s your capacity? • Define Your Goals …and Your Message • Implement • Evaluate! http://www.slideshare.net/ifPeople/developing-a-social-media-plan-1323287
- 16. Comparison of Programs / SM use VT SARE eOrganic NWCS: organic dairy Audience: • UVM (UNH/ME too) Extension peers • Other VT ag service providers • Farmers • Graduate students & researchers • General public • Certified organic farmers • Transitioning farmers • Ag service providers (Coop Ext, USDA, non-profits) • Researchers • Industry • Certified organic dairy farmers • Transitioning and/or pasture-based farmers • Ag service providers Primary interaction: In Person & Virtual Virtual In Person What we do: Provide PD training Increase awareness abt SARE & sus ag • Webinars • In-person training • Blog • Exhibits Provide research based info on certified organic ag production • Webinars • Articles • Online courses Provide research-based info on certified organic dairy production • Conference • Field days Primary communication: Email, Twitter, (LinkedIn), in-person Email, FB, Twitter, listserv Email, Snail mail, press release, in-person Measuring: #tweets, retweets, shares, e-list sign ups, # participants trained, behavior change #e-list sign ups, # participants trained, behavior change # participants trained, behavior change
- 17. 2. Building & Engaging Your Audience Questions • How to draw people to the site? • Why are our social media presences so isolated and silo-ed? Can we adopt a cross fertilization standard of practice to help each other's reach? • How to engage an audience? • Is anyone involved in an FB or LinkedIn group that has real participation and interaction? What made that happen? • How to be informational and succinct? • What kinds of things make for good topics for social media? • How to best use the medium without giving too much information? Some Answers • Friends, follows, fans. • Posting interesting / worthwhile content. • Write for the web / SM. • Protecting privacy?
- 18. Vermont_SARE Twitter Followers 0 100 200 300 400 500 600 2009 2010 2011 2012 2013 Twitter training
- 19. Writing for social media! 5 lessons learned…
- 20. Writing for SM / the web Craft the Perfect Social Post (source: www.entrepreneur.com/article/232964) Facebook: It’s okay to post after your business closes. Your audience may be more available. Facebook: / Twitter: Shortened links with Bit.ly get more retweets. Blogging: Keep blog posts between 500-800 words. YouTube: Make sure your file name reflects your clever title. Google+: Use full size images (800x600px) to stand out. Pinterest: Posts without human faces get repinned 23 percent more. Instagram: Use the rule of thirds. Put the subject of the photo in only two-thirds of the photo, it’s visually more appealing. Vine: Use a tripod to keep videos steady. Tumblr: “Like” and “Reblog.” Tumblr is built on community and this will get your name your blog out there. If you just post mindlessly, no one is going to find you. Be visible.
- 21. Managing Your Channels Questions •Ideal frequency of posting? •How do you link your social media pages? i.e. Twitter and Facebook - so posts show up on both. •How do people manage their time to maintain social media? X 2 •Is there a way to schedule tweets (i.e. Hootsuite)? •Privacy issues with apps - should I agree to the terms or not? •Unique features others are using - how they are used, and why? Some Answers •Ideal Frequency –Login every day (says Tufts BSMP) • Twitter: tweet / retweet multiple times per day • FB: post 3-5 times per week • YouTube etc.: as content is available –Pinterest: not all at once –Blogs: common to see 1x/wk •Collaborate and Curate!! •Demo: Linking SM •Demo: SM schedulers
- 23. Measuring Social Media Questions • How to determine how many people it is going to and how to get more? • How do we know if our social media efforts are effective? And for whom? • What can we do to deploy social media education to folks in our organization with traditional communications roles (move from only answering phones and emails to helping communicate and promote the organization in other new channels)? Some Answers • Refer to social media plan. • Track build-in metrics, etc. • Evaluate.
- 24. More on Social media evaluation • http://youtu.be/ywxns9osIjU
- 25. Analytics – Facebook Insights
- 26. • Reach: # people who have seen your post. • Engaged Users: # people who have clicked on your post. • Talking About This: # who have created a story (likes, comments, shares, responds to event, answers questions) from your Page post. • Virality: % of people who have created Story out of Total people who have seen it.
- 28. 2 UVM Ext YouTube Channels
- 29. Verification Tools • Google analytics • Built-ins • Online surveys • Customer review services
- 30. Survey example: eOrganic webinars http://eorganic.info/evaluation
- 31. The Tools • Facebook • Blogs and microblogs • Google+ • LinkedIn • Webinars • Visual SM: Pinterest, Instagram, YouTube, etc.
- 32. Facebook Questions • Is it worth it to pay for Facebook ads? x2 • How to Like / comment on Facebook pages when I have a business page (not a personal account)? Some Answers • 6 Things Non Profits Should Know about Facebook ads: www.bethkanter.org/fbads Likes, Shares, Posts • Page-to-page = yes • Individual-to-page = yes • Page-to-individual = no
- 33. Blogs and Microblogs Questions • Blog or Tumblr- which is better? • Anyone ever done a Twitter chat? Some Answers • UVM supports Wordpress • Tumblr anyone? • AgChat • #hastag at conferences, etc.
- 35. Google+ Questions • What are my options with Google+? • Google+ could someone give demo on various ways they use? I do "hangouts", but otherwise haven't explored functions. Some Answers • G+ page • Google site • YouTube • G Drive • Picasa • Maps • G+ Hangouts • Demo G+ ?
- 38. LinkedIn Questions • LinkedIn - curious how folks have really used it to good advantage. • How to use Linkedln? Some Answers • Does it fit your audience? – LinkedIn usage high among people with college degree, annual HH income $75,000+ – Only SNS Pew Center measured where usage among 50-64 yo is higher than among 18-29 yo.
- 40. Webinars Questions • What are options for desktop sharing & webinar platforms? What can we do to exploit scale purchasing within Extension? • How to host a webinar? Some Answers • Webinar options: – BlackboardCollaborate (UVM Extension) – GoToMeetings (VT SARE) – Adobe Connect (eXtension) – Google+ Hangouts • Webinar hosting – Think of set up like a seminar or workshop • 3 min, 40 min, 2 min, 15 mi • Audio check in advance • Evaluate
- 41. Visual SM: Pinterest, Instagram, YouTube, etc. Questions • I need a primer on how to move the photo I took into FB or other app for sharing • Use of Pinterest. • How to use Instagram? • What are the benefits/drawbacks to using Pinterest and/or Instagram? Are others using these channels and if so, how are they helping? • How about Info on Instagram and Tumblr? Some Answers • Sharing photos – Make sure they belong to you! • Pinterest & Instagram – Good fit w/ your audience? • Pinterest: women • Instagram/Snapchat: teen/youth
- 42. Where to Learn More Questions • Quick ways and resources to help us "old" folks to master social media… Some Answers • eXtension Learn: https://learn.extension.org/ • Pew Research Internet Project: www.pewinternet.org • Nonprofit Tech for Good: www.nptechforgood.com • IdealWare: http://idealware.org/ • Beth Kanter’s Blog: http://www.bethkanter.org/
- 43. Additional Resources • UVM Social Media in Self-Help Web Guide: www.uvm.edu/webguide/?Page=social_me dia.html • University Sponsored Media Policy: www.uvm.edu/policies/cit/socialmedia.pdf • eXtension’s Network Literacy CoP: www.extension.org/network_literacy • Edudemic: Connecting Education & Technology: www.edudemic.com/ • Article: Worried About Message, Colleges Scrutinize Social Media: chronicle.com/article/Worried-About- Message/141773/ • 6/12 webinar: Heads in the Cloud: FERPA, Online Education, and Social Media: learn.uvm.edu/legal-issues/webinars/ • Article: Making Social Media Work in Sustainable Agriculture: 7 Lessons Learned: https://blog.uvm.edu/wagn/2013/12/11/m aking-social-media-work-in-sustainable- agriculture-7-lessons-learned/ • Search Journal of Extension for “social media”: www.joe.org/index.php • Purdue’s Guide to Social Media: marketing.purdue.edu/Toolkit/SocialMedia • Tufts Social Media Best Practices: http://webcomm.tufts.edu/social-media- best-practices13/ • Tufts Social Media Strategy form: http://webcomm.tufts.edu/wp- content/uploads/SocialMediaStrategyTempl ateFINAL.pdf
Notas del editor
- Welcome.This session funded by NE-SARE through a tri-state pd training on social media tools. Past: Meeting at epic in the past over lunches but extending it to the whole group because of interest in social media.Introductions – name, social media you feel most comfortable sharing expertise.
- Most of you completed the pre-session survey… not surprisingly most of us are using laptop for sm. Wanted to note that research suggests that a significant percentage of your audience might be looking at your posts using mobile devices. Just be aware… using mobile device for this presentation so we can view audience side and developer sides…
- I am really hoping that you will leave this session with at least 1 new nugget of info.And because my funder is very focused on behavior change, I will be asking you in about 4 months if you made any changes –appreciate your response on that.Relax and enjoy… 4 in the afternoon, long and fun day… Interrupt at any time, we have a bigger crowd than I expected – so won’t be the ideal round table experience but I want to make sure you get your questions answered. Along those lines, please share if you have info as I am not the expert on this.
- And hurray for us all, lots of experience in the room!! Most collective experience and expertise in FB and Twitter – not surprising as these are the top social media channels out there
- Because of our time constraints, I went right to your burning questions on the survey – you probably saw the list in the email I distributed last week – I went ahead and organized into these categories…Hoping to spend about 25 min on 1-5 and 25 min on #6, sound good?
- First set of Qs revolved around:Where to start, how to select the right social media channels, and how does social media fit into our overall work?
- I don’t think anyone is suggesting that social media is taking the place of our traditional offerings… I think of social media as adding value to, supplementing. For example… we can have our in-person farm tours like this and
- We can supplement with virtual experience… here some embedded video at UFL and a interactive platform called pachyderm at Washington State
- We can provide demonstrations…
- And workshops, courses online… note that this technology has come in extremely handy during the winter months. For at least the last 3 years, we have used webinar / live streaming at our annual conferences…me at grains conference held in March
- One on one consultations – so here think of efficiencies in terms of time and money.
- Getting started – overwhelming. What are social media tools? Sniki wiki -- encyclopedia of Web 2.0. or social media.
- Which to choose? First step is recognizing that different sm are meant to perform different functions – so need to think about what you want sm to do…Fred calls it an ecosystem. Online services…that allow for conversations and interactions to take place via your computer, phone, tablet or other device. Big 3=generic social platforms in middle because offer lots of functionalities/tools (i.e. you can share, play, publish, network on one of these bc they are containers or relays for others) Twitter: content discovery, FB: interactions, G+: manage online identityportant is not to choose the right platform, it is to build a consistent social architecture.
- You need at Social media strategy and social media plan… helpful if you are getting started, if you are responding to UVM’s social media policy requests, if you are already have social media channels and they are not performing as you would like them to…
- You already know your audience – here’s Wordle responses to the survey Q. probably could be more specific than “youth” or “adults” but good start. Simplest way to start is to look at your audience and go where they are…
- Similarities and differences. Social media is NOT only approach.Any questions / comments on getting started
- Now you are on SM but don’t feel like there’s enough folks on your channels or not enough exchanges. Feeling isolated.Integrate with all other communications – email signature line, website, in emails. Need to be using it yourself.Easy way is to become a friend, follower and fan yourself – start with the people / programs in this room.Also need to post info that is interesting and that people want to read. Before we move into writing for sm and the web, what about this issue of privacy?
- Result of following other folks! Increasing in followers…
- Text and oral presentations are not just less efficient than pictures for retaining certain types of information; they are way less efficient. If information is presented orally, people remember about 10 percent, tested 72 hours after exposure. That figure goes up to 65 percent if you add a picture. The reason vision means so much to us may be as simple as the fact that most of the major threats to our lives in the savannah were apprehended visually. Ditto with most of our food supplies. Ditto with our perceptions of reproductiThat short-term memory (working memory) is limited in capacity to about seven informational units. ve opportunity.Time management… think about ways to collaborate or curate content…
- Also had a set of Qs on social media management – these are very good questions! Because difficult.How often to post?Integration – do you really want to?? Twitter to FB: Settings, Profile Twitter to LinkedIn: Settings, Apps Embed into web: widgets
- Worth mentioningbc very good practice
- Measuring… last q really management
- Why it is important to monitor --
- Go back and ask them! Strength of social media is you have names to ask (unlike website)
- Beth Kanter – one of the non profit social media gurus… facebooks ad, sponsored posts, sponsored likes. What is your goal? Seeing or engagement? Funds to do it?Better to craft good post with photo
- http://www.google.com/intl/en/about/products/