Social Media What it means for Ohio State

Social Media So you’ve got Facebook, Twitter, YouTube, Four Square, and Google + What is next Make it effective, interesting, valuable, and fun… for starters Then measure ROI

Social Media Facts 90% of your fans, once they click "Like" button never return to your page. Instead, they interact with you on their own FB wall 30 billion pieces of content are loaded onto Facebook every month Blogging will bring more traffic to your site. Expand your idea of blogging... it’s really your content Social News Daily, July 2011

Social Media Myths Social media initiatives drive customer loyalty and acquisition Social media happens predominately online There is a single, best approach to use on social media Gallup Management Journal

Be Great First Gallup Management Journal

Who Should We Target Less likely to engage prospects directly through social media Encourage or guide your current constituents to advocate on your behalf instead Focus efforts on most engaged constituents because they are the most likely to advocate on your behalf and the least likely to criticize you Alumni, Fans, Current Students, Faculty&Staff Gallup Management Journal

Measurement Number of fans/followers, obviously Number of mentions and reposts Klout and Peer Index scores Number of page views from social media sources Quality of posts

Measurement Edge Rank or Facebook’s Secret Sauce

Measurement The higher the combined value of the affinity score, weight score, and time decay score, the more important an edge will be The more edges, and the higher their total scores, the higher an object’s EdgeRank Objects with a higher EdgeRank appear more prominently within people’s news feeds on Facebook Facebook’s Top News vs. Most Recent

Improvement Number of fans/followers, obviously Tactics for increasing fan base Facebook Ads Using Facebook links in Twitter posts Using your own content in posts Mentioning others in posts, reciprocation

Improvement Number of mentions and reposts. Tactics for increasing mention and repost rate Consistent use of hash tags Consistent use of mentions and retweets Being helpful over all else Creating a consistent style and sticking to it

Improvement Klout and Peer Index scores. How many people you influence (True Reach) How much you influence them (Amplification) How influential they are (Network Score) Know your score, plan for improvement

Improvement Number of page views from social media sources. Google Analytics Traffic Sources facebook.com 365,076 visits during 2010/2011 academic year, 14% of which are new visitors twitter.com 35,060 visits during 2010/2011 academic year, 15% of which are new visitors

Tactics How Often to Post 2-5 times per day maximum Over posting #1 way to disengage users

Tactics What to Post Character counts matter. Even on Facebook you should keep it very, very short characters is ideal Photos do best, then video, questions and polls next Links. Use shortened links on Twitter and full links on Facebook. Facebook ranks posts higher when full links are used

Tactics When to Post Timing matters almost as much as content 10-4 EST are highest traffic times; 8:30-10 PM EST is parent time (more Alumni online) Thursdays and Fridays are highest traffic days Scheduling posts is cool, but posting manually on Facebook causes your quality to improve

Examples Facebook post

Examples Hootsuite

Examples Ticket Sweepstakes

Examples Ticket Sweepstakes

Examples Rankings, Fan Page List - My Goal is #2