Introduction Social Media Types of Social Media Benefits and Challenges Measuring Social Media Performance
Web 2.0 and the New Media Landscape Connection, engagement, participation New web technology o Blogs, wikis, social networking, online communities Participants are readers, creators, critics, collectors, joiners
What Is Participatory Culture? Easy to get involved and express yourself Connect and receive feedback and support for your ideas and opinions from others Belong to communities that are not limited by location
What Is Participatory Culture? cont’d New literacy skills o How credible and reliable is the information? o What are other sources saying about this issue? o How do these stories fit together? o Why are there differences in the way the story is being told?
What Is Social Media? Interactive Internet or mobile-based tools Users can o post information o converse o share stories, facts, documents, videos, photos
What Is Social Media? cont’d Spontaneous o Follow events as they happen Rich o Text, photo, video Social o Connect with others o Online activity changes how we see ourselves
What Is Social Media? cont’d In business, social media can o boost employee and customer engagement o create brand awareness o respond to crises and dissatisfied customers
Blogs Topical, timely content Personal perspective on a topic Address needs and interests of readers Reverse chronological order
Corporate Blogs Intranet or internal company blogs o For employees Event- or product-related blogs o For the public
Corporate Blogs, cont’d Educate readers Provide a more personal and reader-focused perspective Can include photos or video
Social Networks Facebook, Google+, LinkedIn Encourage “word of mouth” marketing Create communities of people interested in the brand Publicize and promote events and products Listen to and understand potential customers
Facebook Stay on topic o Use an appropriate, informal tone o Connect with the brand image Update the page frequently o Keep posts simple o Interact through polls, promotions, surveys, questions Give followers exclusive content
LinkedIn Customize your URL Complete your profile Stay active and follow trends Connect Ask for recommendations
Twitter Businesses use Twitter to o monitor competition o listen to customers o watch trends o connect with employees and prospective employees
Twitter, cont’d Keep tweets professional, focused, conversational and shareable Incorporate links, photos, video Don’t flood followers with tweets
Photo- and Video-Sharing Sites YouTube, Vimeo, Pinterest, Instagram, Flickr Share company announcements, photos, videos, and speeches Use for employee recruitment Capture customer feedback Promote company engagement through contests
The Social Media Advantage Good way to reach Canadians Connect with current and potential customers Track what the public is saying about your brand Use for recruitment and employee communication Organize events, drive website traffic, and fundraising
The Risks and Challenges of Social Media Lost employee productivity Employees and customers sharing negative comments Lack of control over brand image Legal issues
Measuring Social Media Performance Consumption/reach o How many followers and readers? Sharing/engagement o Number of comments, what content is shared, how often is it shared? Conversion o How many audience members become paying customers?
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