Sustaining your social media presence

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Tech Tutorial at AAM 2013

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  • 1. How to Sustain Your Social Media Presence What is social media? Why do we use it? What are the dierent types of social media? Sustaining social media What does it mean to sustain social media? How do you do it? How do you measure success? Dont get overwhelmed!AAM Tech Tutorial, May 2013

2. What is social media? Social media refers to the means of interac>ons among people in which they create, share, and exchange informa>on and ideas in virtual communi>es and networks. (Wikipedia.org) Media is an instrument of communica>on, so social media would be a social instrument of communica>on. For example: a website that doesnt just give you informa>on, but interacts with you while giving you that informa>on. (About.com) Social media consists of online tools and websites that encourage people to interact with companies, brands, and people and form communi>es by crea>ng, publishing, and sharing content. Social media is a two-way communica=on stream (SeniorNet.org) AAM Tech Tutorial, May 2013 3. Why do we (brands) use social media? Massive Reach Facebook has more than a billion ac>ve users, and 618 million daily ac>ve users. (Dec 2012, Facebook.com) 1 in 5 page views in the U.S. occurs on Facebook. (Infodocket 2012) 45% of the en>re internet popula>on is on Facebook (Facethebuzz, 2012) TwiXer has over 200 million monthly ac>ve users. (Digiday, 2013) 50% of Americans see, read, or hear about a tweet every day. (Digiday, 2013) TwiXer has a signicant presence in almost every major country around the globe. (mediabistro, 2013) People trust family and friends 70% of Facebook consumers follow links posted by their family and friends. (Pew Research) 69% of follows on TwiXer are suggested by friends. (mediabistro) Allows for stronger, more personal rela=onships between brands and consumers 80% of U.S. social network users prefer to connect to brands through Facebook. (Hubspot, March 2012) One in every 25 tweets sent in the UK men>on brands, equa>ng to 12,600 tweets per minute. (mediabistro, 2013) 91% of 18-34 year olds using social media are talking about brands. (mediabistro, 2013) Mobile 73% of smartphone owners access social networks through apps at least once per day. (Facethebuzz, 2012) 91% of mobile internet access is for social ac>vi>es. (Facethebuzz, 2012) hXp://newsroom.d.com/Key-Facts hXp://www.hubspot.com/Portals/53/docs/ebooks/47%20facebook%20handy%20stats%20and%20charts2.pdf hXp://www.digiday.com/plaeorms/twiXer-exes-its-media-muscles/ hXp://www.mediabistro.com/alltwiXer/tag/twiXer-sta>s>cs hXp://www.mediabistro.com/alltwiXer/50-twiXer-fun-facts_b33589#more-33589 hXp://facethebuzz.com/2012/07/99-amazing-social-media-mobile-stats-for-2012/ AAM Tech Tutorial, May 2013 4. Why do we (museums) use social media? Marke=ng and PR Chip away at our eli>st reputa>on humanize the ins>tu>on Promote news, happenings, and hidden gems that dont get promoted elsewhere Audience Development One-on-one interac>ons with fans Have conversa>ons, ask ques>ons, gauge reac>ons Programming and Educa=on Reach beyond the physical museum Bring our content to users instead of expec>ng them to nd it AAM Tech Tutorial, May 2013 5. What is Social Media by NZ Teachers Council is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License.http://www.teachersandsocialmedia.co.nz/what-social-media 6. Dierent types of social media News-Based Whats happening now? Facebook TwiXer Content-Based Organiza=on of rich content YouTube Flickr Pinterest Mix of Both Worlds Blogs Tumblr Pinterest Vine hXp://www.geek.com/geek-cetera/social-media-explained-with-donuts-1466613/ AAM Tech Tutorial, May 2013 7. Sustaining dierent types of social media News-Based Whats happening now? TwiRer Updated daily Can be updated open Varied posts Topical Informal Great for reaching large numbers Need less rapport to establish connec>on Not great for long or in-depth content Dont rely on the links AAM Tech Tutorial, May 2013 8. Sustaining dierent types of social media News-Based Whats happening now? Facebook Updated daily Less frequent posts Varied posts Topical Informal Features rich content Users have to like the page Posts do not reach all followers AAM Tech Tutorial, May 2013 9. Sustaining dierent types of social media Content-Based Organiza=on of rich content YouTube, Flickr (&Pinterest) Updated with the produc>on of content Focused and organized content Easily shared through news-based sites Can add descrip>ons, licensing, and tags AAM Tech Tutorial, May 2013 10. Sustaining dierent types of social media Mix of Both Worlds Blogs, Tumblr (& Pinterest) Updated regularly but less frequently Can be content-driven Richer content Focused and organized content AAM Tech Tutorial, May 2013 11. How to sustain? Social media is nothing without content! What to post? Announcements about exhibi>ons, programs, and acquisi>ons Live updates from programs and events Behind-the-scenes ac>vi>es conserva>on, installa>on, press previews, events Online content videos, photographs, blog posts, educa>onal and research resources Related news and trivia Ques>ons (only if you want to know the answer) Opportuni>es volunteering, fund-raising, crowd-sourcing Be helpful, dont just promote Straight content blasts dont work Create the right content for the right people and then put it in the right places Each network has its own personality Listen to what people are saying, and what they respond to Who else is interested in the same type of content? Subscribe to relevant industry- or topically-related blogs Use the sites yourself! Comment and respond Link back to your own content AAM Tech Tutorial, May 2013 12. How to sustain? Challenges What happens if ? Nothing interes>ng is happening The coordinator goes on vaca>on or leaves The team gets overwhelmed with other work SOMETHING BAD HAPPENS AAM Tech Tutorial, May 2013 13. How to sustain? Evergreen content Collec>on highlights, ongoing/repeat programs, re-posts from content-based sites, quotes AAM Tech Tutorial, May 2013 14. How to sustain? Scheduling Use a tool such as Hootsuite to schedule posts in advance AAM Tech Tutorial, May 2013 15. How to sustain? Mobile tools AAM Tech Tutorial, May 2013 16. How to sustain? Teamwork! Social media should be a team approach AAM Tech Tutorial, May 2013 17. How to sustain? WHAT IF SOMETHING GOES WRONG? Do your best to avoid disasters Have a policy and train sta (and interns!) Policy should include personal use of social media Monitor what people are saying about you Research topics and hashtags before pos>ng Know whats going on in the news If something DOES happen Be honest Respond quickly, personalize replies Listen Move on Photo by ktpupp, CC BY-NC AAM Tech Tutorial, May 2013 18. How to sustain? WHAT IF SOMETHING GOES WRONG? Scenario 1: One of your Facebook fans keeps pos>ng their pre$y bad artwork to your wall. How do you respond? Scenario 2: A disgruntled employee posted specic, nega>ve comments about the museum and its leadership to their personal TwiXer account. How do you handle this? Scenario 4: You accidentally posted something personal to the museums TwiXer account. You deleted it quickly, but it had already been no>ced and captured. What do you do? Scenario 5: You tweeted about a brand new project at the museum, not knowing that there was a major New York Times ar>cle about the project in the works. NYT dropped the ar>cle and your PR manager is furious with you because the museum lost this important coverage. How do you handle this? AAM Tech Tutorial, May 2013 19. Measuring success in social media What to measure? Tie your metrics back to your goals You dont need to collect everything! What maXers? Followers, reach, or engagement? Its not all about the numbers Set a baseline Photo by by Ben (Falcifer), CC BY-NC AAM Tech Tutorial, May 2013 20. Measuring success in social media TwiRer - Growth AAM Tech Tutorial, May 2013 21. Measuring success in social media TwiRer - Reach AAM Tech Tutorial, May 2013 22. Measuring success in social media Reach vs. Impressions hXp://help.tweetreach.com/entries/276589-What-do-you-mean-by-reach-exposure-and-impressions- AAM Tech Tutorial, May 2013 23. Measuring success in social media TwiRer - Sen=ment AAM Tech Tutorial, May 2013 24. Measuring success in social media Facebook - Reach AAM Tech Tutorial, May 2013 25. Measuring success in social media Facebook - Demographics AAM Tech Tutorial, May 2013 26. Measuring success in social media Facebook Exported Data AAM Tech Tutorial, May 2013Daily People Talking About This Weekly People Talking About This 28 Days People Talking About This Daily Page Stories Weekly Page Stories 28 Days Page Stories Life>me Total Likes Daily New Likes Daily Unlikes Daily Friends of Fans Daily Page Engaged Users Weekly Page Engaged Users 28 Days Page Engaged Users Daily Total Reach Weekly Total Reach 28 Days Total Reach Daily Organic Reach Weekly Organic Reach 28 Days Organic Reach Daily Paid Reach Weekly Paid Reach 28 Days Paid Reach Daily Viral Reach Weekly Viral Reach 28 Days Viral Reach Daily Total Impressions Weekly Total Impressions 28 Days Total Impressions Daily Organic impressions Weekly Organic impressions 28 Days Organic impressions Daily Viral impressions of your posts Weekly Viral impressions of your posts 28 Days Viral impressions of your posts Daily Total Consumers Weekly Total Consumers 28 Days Total Consumers Daily Page consump>ons Weekly Page consump>ons 28 Days Page consump>ons Daily Nega>ve feedback Weekly Nega>ve feedback 28 Days Nega>ve feedback Daily Nega>ve Feedback from Users Weekly Nega>ve Feedback from Users 28 Days Nega>ve Feedback from Users Daily Total check-ins Weekly Total check-ins 28 Days Total check-ins Daily Total check-ins Weekly Total check-ins 28 Days Total check-ins Daily Total check-ins using mobile devices Weekly Total check-ins using mobile devices 28 Days Total check-ins using mobile devices Daily Total check-ins using mobile devices Weekly Total check-ins using mobile devices 28 Days Total check-ins using mobile devices Daily Paid Impressions Weekly Paid Impressions 28 Days Paid Impressions Daily Viral impressions Weekly Viral impressions 28 Days Viral impressions Daily Logged-in Page Views Weekly Logged-in Page Views Daily Reach of page posts Weekly Reach of page posts 28 Days Reach of page posts Daily Organic Reach of Page posts Weekly Organic Reach of Page posts 28 Days Organic Reach of Page posts Daily Paid Reach of Page posts Weekly Paid Reach of Page posts 28 Days Paid Reach of Page posts Daily Viral Reach of page posts Weekly Viral Reach of page posts 28 Days Viral Reach of page posts Daily Total Impressions of your posts Weekly Total Impressions of your posts 28 Days Total Impressions of your posts Daily Organic impressions of your posts Weekly Organic impressions of your posts 28 Days Organic impressions of your posts Daily Paid impressions of your posts Weekly Paid impressions of your posts 28 Days Paid impressions of your posts 27. Keep Calm and Focus on what you can handle Set aside dedicated >me Schedule content in advance Recruit help! AAM Tech Tutorial, May 2013 28. Thank you! Georgina Goodlander Web & Social Media Manager Smithsonian American Art Museum GoodlanderG@si.edu @bathlander AAM Tech Tutorial, May 2013