Scavenger Hunt 07-Social Media PDF

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Scavenger Hunt – Week 07 – Social Media

Unit 1: Social Media Concepts 07.01-Social Media Introduction 



Be able to explain the profound impact of mobile and social media technology on society o

Average 21-year-old has spent about __10,000__ hours on a mobile phone

o

Roughly _30_% of US Facebook users are aged 45+

Mobile Addiction o

Do more Americans access the Internet using a mobile device or a traditional computer? -

o

Mobile device

__90__% of the time that Americans spend on their smartphones is spent using apps, but the vast majority of that time is spent (85%) is spent on just __ 5__ non-native apps installed from an app store.

07.02 and 07.03-Social Media and Self-Branding, parts 1-2 

Passive approach to self-branding o

Be able to explain to somebody how they would use this approach to self-branding. -

-

o



Survey what is out there 

Google yourself



Dig into your social media pasts



Look at your profile picture



Look at photos you are tagged in

The passive approach: be smart 

Clean house



Don’t post anything illegal



Avoid posting a lot of photos of you with alcohol



Avoid being excessively opinionated



Be honest

What questions should you ask yourself about your social media presence? -

How did I describe myself?

-

What would a potential employer think about looking at all of these things?

-

Would my social media presence hurt my career opportunities?

-

Would it negatively impact the job I want to approach?

Active approach to self-branding o

How is the active approach different from the passive approach?

-

o



Using social media to boost your career opportunities (YOU Do things that ensure your social media presence will help your career)

What are the 3 questions you should consider when creating your active self-branding campaign? -

Who is your audience?

-

Answer your audiences’ ‘why’ question. (why should they hire you? Interview you? Trust you?)

-

What do you want them to see?

How can social media help – or hurt – your personal brand? 

You want them to see you, your accomplishments, and your skills

07.04-The Social Media Manager 

Laura describes a social media manager’s work in terms of 2 key components o

What activities make up the Development component? -

-

Research 

Hootsuite (a social media listening tool)



Peer Facebook page research (Haas School of Business – UC Berkeley)



Industry research (TechCrunch – keeps you up to date)

Strategy 

Big picture o



Campaign o



How do I electively want to communicate by social media?

Management o

o

Smaller scale (project basis)

Plans o



Where are we, and how are we going to improve (done once a year)

Talking with people

What activities make up the Execution component? -

Communications campaigns 

-

Social media campaigns 

-

-

Warrington stories

Encourage students on snapchat for exam studying in December

The daily grind 

Posting about new articles, posting (manage on social media calendar)



React to social media

Event coverage



Conferences

07.05-Social Media Policy 



Why is it important for an organization to have a social media policy? 

Sets the stage and defines the area users can play in



Protects your organization in the event of legal trouble



Article: support, protect, and empower high-quality engagement

Who should review a social media policy before implementing it? 

Have your human resource department review it (as well as superior)



Have a lawyer review it

Unit 2: Putting Social Media to Work 07.06 and 07.07-Social Media Research, parts 1-2 

Peer Research o

What can you learn from looking at your peers’ social media activities? -

What are your competitors talking about? 

Generally 



Specifically 

o

Answer a question (commencement, promotional codes, etc)

What is benchmarking? Who should you compare your organization against? What are you comparing? -

Seeing how your success is reflected online/ on social media compared with others that engage with your business

-

Identify your peers and their social media channels

-



What types of content? (research, etc)



How big of a following do you have compared to your peers?



How does your weekly engagement compare?

Tools for this research 

Facebook insights



Competitors social media pages



Social listening platforms

Audience Research o

What questions can be answered using audience research? -

What are your audiences interested in?

-

What types of content are similar audiences interested in?

o

What tools/tips did Laura suggest for monitoring/researching your audience? -

Monitor specific hashtags on Twitter and Instagram

-

Add followers to Twitter lists

-

Follow your audiences’ influencers.

-

See what is trending on Twitter, Facebook, etc.

07.08-Social Media Strategy 

Why do organizations need both “goals” and “strategy” for social media? 

The Game Plan 







-

Know how you will support the core mission

-

Know what you need to accomplish

-

Know how you will accomplish it

-

Prove that your accomplished it

What a game plan should include? -

Research

-

Goals

-

Strategy

-

Execution steps

-

Evaluation

How are these different? 

Goals: where are we going? (the destination)



Strategy: how are we getting there? (the path to the destination)



Evaluation: did we get there? (Yes)

Which comes first? 



Why you need a game plan?

Goals, then strategy.

Be able to provide examples of each. 

Goal: obtaining 10,000 Twitter followers



Strategy: social media marketing

07.09 and 07.10-Social Media Toolbox, parts 1-2 

What does Laura mean when she says, “it’s never about the tools”? What’s really important? 

It’s all about what the tools can do for you.

 

Should organizations abandon the Old Guard tools in favor of the newer platforms? Why / why not? 



Decide what your goal is, then what tools can help you accomplish this?

If you are still continuing to engage your audience on these platforms, you don’t need to jump ship on the Old Guard (as long as your audience is still on there and using it)

What two key questions should an organization ask when selecting social media platforms? 

Is my audience on this platform?



Can I accomplish some of my communication goals for my audience on this platform? (will my audience engage with me on this platform?)

07.11-Why Content is King 

How does Facebook’s social media algorithm determine whether your post is seen by your audience? 





Ordered content for people; relevancy score (who posted that – mother, brother, sister, etc.; when was it posted – most recent first; posts with more interactions – higher placement; type of post – personalized for you)

What is meant by “engagement feeds reach”? 

The more people you engage with, the more people that will see it.



You need to get your audience to stop scrolling.

What three tips did Laura give for maximizing the chance that your audience will engage with your content? 

Awesomely relevant (people like what they know)



Awesomely authentic (people don’t like ads; needs to feel real or possible)



Awesomely impressive (something that makes you go “wow”)

07.12-Social Media Advertising 

How can social media advertising help an organization reach its goals? 

$23.68 Billion spent on social media marketing in 2015.



It’s becoming universal







Lots of content



Way for platforms to make money

Social media goals 

Promoted/ sponsored



Tweets/ads



Gain more followers



Engage your audience

Business goals 

“clicks” on the website

 

Conversions on your website

What should an organization consider when deciding which social media platform to use for advertising? Understand the reasoning behind the examples that Laura provided in the lecture. 

What are you advertising? (what do you want people to see or know)



Who are you advertising to?

07.13-Mini Case Study 

Be able to explain the key takeaways to REI’s campaign. 



REI (outdoor company – paid employees to take the day off on Black Friday) #OptOutside (enjoy nature and go outside) 

Started in Oct 2015



Still going strong

Key Takeaways 

Be authentic (cares about people being outside – fits their brand)



Be relevant (relevant in culture – chose Black Friday to go outside instead of shopping)



Put your money where your mouth is (Paid employees to take the day off)



Be bigger than just social media (giving audience a call to action)

07.14-Get SMART  Why should companies listen to the buzz on public social networks like Facebook and Twitter?





Companies who carefully monitor social media world can detect problems before they overrun the company.



Customer support



People use social media to make purchasing decisions.

Why is it difficult for companies to listen to public social networks? 





The amount of content posted (1.3 million Facebook posts a minutes, 500 million tweets a day)

Define the acronym S.M.A.R.T. 

Social



Media



Awareness



Response



Team

Why is it important that the Team be a real job assignment? What are the team’s goals? 

Real job assignment



Confirms the importance to the company







Goals 

Leadership in use of social media



Establish consistency in message



Mentor (other departments in how to electively use technology and social media)



Develop and communicate policies

What are the three R’s of social media policy? 

Representation (are they allowed to speak on behalf of the firm; may be legal terms)



Responsibility (be prepared to take responsibility for their online actions)



Respect (need to respect both employees and customers; act ethically and responsibly)



Ex. Warrington social media policy

“Awareness” – What risks are posed by unaware users? How can S.M.A.R.T. help fix that? 

Awareness 



 

Users unaware -

Personal use

-

Untrained

-

Bad habits

Communicate -

Risks (fake online persona violates FTC rules and can result in prosecution)

-

Opportunities

-

Policies

Training

What are the two components of “Response”? 

Response 

 

Monitoring -

Google Alerts

-

TweetDeck

-

HootSuite

-

Social Studio

Engagement

Monitoring system features 

Informative dashboard



Analysis -

influence measurement



-

Trends

-

Sentiment

-

Geographic Display – “heat map”

Fast, efficient engagement -

Respond in the same channel...