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@UMich Director of Social Media
Former State of Michigan @MIGov SM Coordinator
B.S. in PoliSci & M.A. in Ed
Skilled in making dull things interesting
Co-Captain to a hashtag’ed entourage of 5
Former Elected official
Throws parades for fun
@NikkiSunstrum
You get paid to play on Facebook?
“Because somebody grows up being a social media native, it doesn’t make them an expert in using social media at work, that’s like saying, ‘I grew up with a fax machine, so that makes me an expert in business.’”
William Ward, professor of social media at Syracuse University’s S.I. Newhouse School of
Public Communications
What do I do?
#UMSocialFriends
120,884 Followers @UMich
676,150 Followers /universityofmichigan
62,531 Followers @UofMichigan
18,853 Followers /uofmichigan
8000+ Followers @UofMichigan
8,905 Followers @UMich
288,758 EDU Followers /universityofmichigan
Go away.
How We Stack Up
Most influential college in social media Most engaged college in social media
Most influential on Facebook Most influential on Instagram
Most influential on Twitter Most influential on Linkedin
University to use Snapchat
#11
#3
#2
#5
#2
#5
SOCIAL MEDIA IS NOT NEW
Tweeting the ninety-five thesis
The way in which we
get our point across
has changed, not the
concept or necessity
of information
distribution.
Social Media Communications
1 in 4 people use social networking sites
Globally, in 2012 over 1.73B registered users of social —
By 2017 2.55B
73% of adults are using social media — 56% in America
43% of senior citizens in the U.S. now use social media
There are now more smart devices than people
57% of people are talking more online than they do in real life
Nearly two-thirds of Americans sleep with their cell phones
Social Media Communications
Instagram grew 50% in 9 months ’14, is now bigger than
Organic Facebook reach drops to 2% for pages over 500k,
~6% for others
In June of 2014 Facebook had more video views than YouTube
Snapchat is [fastest] growing messaging app at a rate of 56% a
year
50% of devices on corporate networks will be mobile in 2015
Instagram gets 50x more engagement than Twitter
Gangnam Style has been viewed 2,182,109,637 times
Transparency
Customer Service
Marketing & Education
NOT EVERBODY
NEEDS SOCIAL MEDIA
WAIT, WHAT?!
Look at the Bigger Picture
Access Long Term Strategy
Embrace Collaborative Opportunities
CONTENT OVER
CREATION
“In plain English, I'm asking [the FCC] to
recognize that for most Americans, the
internet has become an essential part of
everyday communication and everyday life.”
- President Obama, November 11th 2014
@ArionTSun “why do you keep putting the poop emoji on everything? It’s weird.”
ATS: What? That’s chocolate ice cream! #kidswithtech #fail
STOP HERDING MEERKATS
Social Media is not a race.Foursquare badges never
really meant anythingNo one cares about your
Klout Score
Change the world, one #hashtag at a time
InnovateCollaborateStreamlineProvide ValueBuild a Toolbox
Focus on Your Strengths
Identify Where Your Audience Is
Drive the Message
Engage, Inform, Educate
STRATEGICIMPLEMENTATIO
N
Millennials are…
The 1st generation to never know life
without the internet
The largest generation since the baby
boomers
About to take over as the majority of the
workforce
24% of Teens report being online “almost constantly”
92% report going online daily
Nearly 75% of teens have a smart phone
Of teens using going online daily 94% are doing so through a mobile device
Teenage boys report more Facebook activity than girls
Teenage girls favor visual applications for story telling (Instagram, Snapchat)
KNOCK YOUR SOCKS OFF
CONTENT
LIVE IN THE MOMENT
Posting Date: 4/23/14Posting Time: 1:00pmReach: 16,944Post Clicks: 1,375“Likes:” 236Comments: 33Shares: 22 Primarily dominated by appreciative comments, with some out of state input for comparative rewards
Posting Date: 4/16/14Posting Time: 11:00amReach: 22,256Post Clicks: 1,442“Likes:” 532Comments: 37Shares: 77 Only a couple of negative comments, primarily dominated by constructive discussion between audience members
Posting Date: 4/10/14Posting Time: 11:00amReach: 21,616Post Clicks: 1,903“Likes:” 172Comments: 41Shares: 31 Many people commented on this post with their appreciation for aid, others about how they were unfairly unqualified. 2nd most popular, most comments.
CROWDSOURCED
CONTENT
100 Million Active Monthly Users
400 Million Snaps Sent Each Day
71% of UsersAre Under 25
Ads are seen anywhere from
500,000 to a million times a day.
Allowing publishers to command $50,000 to
$100,000 a day.
20,000 People are now ‘GOING LIVE’ Each Day
The Viral Shaming Phenomenon
2013: 170 Twitter followers
FACT: Twitter users sent more than 500 million tweets per day in 2014
SCOPE STRUCTURE
TONE
What can get you fired…and what won’t.
• Post about working conditions, whether it's pay, hours, assignments, difficult supervisors, dress code, or any other issue are considered freedom of speech
• Posts that damage a company, disparage its products or services or reveal trade secrets or financial information
The girls on the page came from “all across the board,” Lowe says. “Every race, religion, social, and financial status in the town … if she was a teenager with a phone, she was on there.”
Three High School students face felony charges for their alleged involvement in a photo that went viral.
The two teens depicted in the photograph face gross indecency charges, another accused of taking the picture faces possession of child sexually abusive material.
The students are 16 years old.
1 Hour
509 posts were generated
Reach exceeding 200,000 people
Over 5 million impressions
VALUE ADD
AND ROI
Great social is about seizing the available opportunity to elevate the perception of your programs and overall success.
BOTTOM LINE
Innovation
Streamlining
Leveraging Success
Promoting a Unified Message
POLICYAND PLATFORMS
Who are you online?
Over 90% of employers will Google you
Twitter is NOT the water cooler
Grammar matters outside the classroom
Don’t take your LinkedIn photo in the
bathroom mirror
Share information with a purpose
Network strategically
Privacy settings are there for a reason
Who do you want to be? Your digital footprint will last a lifetime
The Library of Congress has been
cataloging every tweet since 2010
Even Snapchat was subject to the FTC
Social Media can get you fired
Differentiate between personal
and professional
Be consistent
SOCIALMEDIA.UMICH.EDU
Take Aways
The method is new, not the concept
Never underestimate the power of
strategy
Embrace opportunities for collaboration
Put the proper resources in place for
success
Compose guidelines and set expectations
@NIKKISUNSTRUM
/NIKKI.SUNSTRUM
Questions?
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