introduction to social media (week 2)
DESCRIPTION
Slides for the short course Introduction to Social Media at Queensland University of Technology, by Axel Bruns and Linda Elen Olsen.TRANSCRIPT
http://mappingonlinepublics.net/http://mappingonlinepublics.net/
Introduction to Social MediaAssoc. Prof. Axel BrunsARC Centre of Excellence for Creative Industries and InnovationQueensland University of Technology, Brisbane, Australia
[email protected] – @snurb_dot_infohttp://mappingonlinepublics.net/
Linda Elen OlsenUniversity of Bergen, Norway
[email protected] - @lindaeo
http://mappingonlinepublics.net/
SOCIAL MEDIA: SOME BASIC TIPS
http://mappingonlinepublics.net/
Some Basicso Profile:
o Customise, personalise – but keep it simpleo Be recognisable – establish one identity across all platformso Avoid gimmicks (and potential security risks) – e.g. add-on apps
o Content:o For professional use: keep focussed, post regularlyo Posting the same content across multiple platforms? o Be personable, but professional – stay on message
o Network:o Facebook: use pages to allow users to subscribe by liking youo Twitter: follow back everyone / some / nobody?o LinkedIn: don’t be desperate – connect judiciously
http://mappingonlinepublics.net/
The Social Dimensiono Interactions with other users:
o Avoid using social media as just another PR channelo Design messages to be shared / passed along / retweeted by
otherso Monitor and respond to comments, avoid boilerplateso If you don’t know, say so – don’t make things upo Anticipate critical views, and engage with themo Keep comments closed where necessary, open where possibleo Delete comments only in extreme cases (and be transparent
about it)o Show a sense of humour – especially around spoofs and
parodieso Beware the Streisand effect!
http://mappingonlinepublics.net/
NETWORKING AND CONNECTING
http://mappingonlinepublics.net/
Audiences?o Attracting a social media
audience:o Be interestingo Be entertainingo Be insightfulo Be consistento Be activeo Be transparento Be accessible
http://mappingonlinepublics.net/
Followers?o Connecting with followers,
friends, fans:o Engageo Respondo Converseo Enthuseo Enlisto Bondo Reciprocateo Support
http://mappingonlinepublics.net/
Influencers?o Drawing on influential
followers / connections:o Build close
relationships with key followers
o Encourage message dissemination (retweets / shares / …)
o Ask for help (“Pls RT.”)o Quid pro quo –
reciprocate where possible
http://mappingonlinepublics.net/
#kony2012
http://mappingonlinepublics.net/
Questionso How do you attract an
audience?o Consistence,
persistence, steady growth
o Be proactive – go out and connect with others
o Avoid ‘guaranteed followback’ scams!
http://mappingonlinepublics.net/
Questionso How do you engage with your followers?
o Follow back?o Respond where possibleo Remain calm and friendly, ignore trolls
http://mappingonlinepublics.net/
Questionso How do you identify
influencers?o Track your followers,
likes, @mentions, retweets, …
o Check their profiles – who are they? who follows them?
o Track your stats – impact of key followers’ actions?
o Follow, read, see who keeps showing up!
http://mappingonlinepublics.net/
SOCIAL MEDIA ANALYTICS
LINKEDIN AND FACEBOOK ANALYTICS
22.01.2013Linda Elen Olsen
• Profile• Network• Groups• Polls• InMaps
PROFILE
NETWORK
GROUPS
GROUPS
GROUPS
GROUPS
POLLS
POLLS
INMAPShttp://inmaps.linkedinlabs.com
• Pages• Plugins• Ads• Polls
www.facebook.com/business
FACEBOOK PAGES
INSIGHTS FOR PAGES
INSIGHTS FOR PAGES
• Page posts• Like sources• Frequency and reach• Page views• Demographics
INSIGHTS FOR PAGES
INSIGHTS FOR PAGES
INSIGHTS FOR PAGES
INSIGHTS FOR PAGES
SOCIAL PLUGINS
• Insights for Websites• Insights for Applications
PLUGINS FOR WEBSITES
APPLICATIONS
ADS
• Advertising performance• Responder demographics• Responder profiles• And more...
ADS
POLLS
POLLS
SOCIALDON.COM
FACEBOOK GRAPH SEARCH
http://mappingonlinepublics.net/
http://mappingonlinepublics.net/
Twitonomy
http://mappingonlinepublics.net/
SCENARIO WORKSHOP
http://mappingonlinepublics.net/
Managing a Community
o Scenario workshop:o You run the Facebook page for the Brissie Bike Hubbb – a local
community of bicycling enthusiasts. You keep getting a few disruptions, though: o activists who want to lobby the Lord Mayor to include helmets with
the urban rental bikes; o extreme bikers who posts photos of themselves doing crazy and
dangerous stunts; o motorists who drop by and abuse the community.
What do you do? How do you deal with these disruptions (pick any one, or – for the adventurous – try to solve them all)?
o Hint: perhaps you need a mission statement:Are you an activist group? A family organisation?
http://mappingonlinepublics.net/
HOOTSUITE
http://mappingonlinepublics.net/
Twitter Client Appso Various options:
o Tweetdeck, Seesmic, Hootsuite, …o Cross-platform availability: desktop, browser, iPhone, iPad, Android, …
o Key additional functionality:o Image / video uploado URL shorteningo Multi-network cross-postingo …
o Other features:o Browser pluginso Message schedulingo Multi-account, multi-user scenarios
http://mappingonlinepublics.net/
Hootsuiteo Multi-platform:
o Twitter, Facebook (incl. groups, pages), LinkedIno Google+ pages, Flickr plugin, YouTube plugin
o Multi-account:o Manage multiple accounts from the same appo Team collaboration in managing one account
o Built-in analyticso Freemium model: basic functions free
