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Social Media Town Hall

Social Media Town Hall. May 9, 2012. Objectives for Town Hall. Social Media is all about Engagement . Facebook and Twitter have important differences. Facebook’s Algorithm dictates rules of the game: understand it and you’ll understand how to play the game.

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Social Media Town Hall

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  1. Social Media Town Hall May 9, 2012

  2. Objectives for Town Hall • Social Media is all about Engagement. • Facebook and Twitter have important differences. • Facebook’sAlgorithm dictates rules of the game: understand it and you’ll understand how to play the game. • Provide best practices and tips.

  3. Last year…

  4. This Year…

  5. We’re All in This Together • One meeting = one message • It is not about “Recruits vs. Fans” • Quality content caters to everyone- recruits, fans, student-athletes.

  6. Why do we care about Social Media? • SocialMedia → Social • Social → Engagement • Engagement → Buzz • Buzz → Attendance, Revenue, Recruiting Advantages • Cost = $0

  7. Updates on Growth • Recent filing: 845 million monthly users on Facebook: 1/8 of the world’s population! • Estimated that 45% of users are between ages 13-25 Football: 43% of users under 25, 71% under 35 • Twitter: Over 465 million accounts, 110 million in the US • While only 10% of US population is on Twitter, 89% are familiar with Twitter. “Twitter is bigger than you think.”

  8. Stanford Athletics’ Facebook Growth • At least 30 out of 35 sports have team Facebook Pages. • Over 62,000 LIKES between all our teams.

  9. At least 30 out of 35 sports have team Twitter feeds. • Over 50,000 FOLLOWERS between all our teams. Stanford Athletics’ Twitter Growth

  10. FACEBOOK VS. TWITTER

  11. Facebook and Twitter: Similarities • Key to success in each is being Social: Have a conversation with Fans/ Followers and engage with them.

  12. With engagement comes potential for tremendous reach. Facebookand Twitter: Similarities Facebook Viral Reach= ~65,000 Organic Reach= ~10,000 Total Reach= 75,000 Twitter

  13. Facebook vs. Twitter: Filter • Facebook has a filter (algorithm) that chooses what a user sees amongst their Friend/Fan Page posts • Twitter has no filter; user sees everything

  14. Filter Implications • Facebook: “Feed the algorithm” • Twitter: As feeds get saturated → risk of unfollows

  15. Facebook vs. Twitter: Medium • Facebook=Media rich, long form text. • Twitter=140 characters of text.

  16. Medium Implications • Do not link your accounts- separate channels with separate uses. • Facebook: Visual medium with no character constraints. PAINT A PORTRAIT. • Twitter: Non-visual medium with 140 character limit. CRAFT A QUICK MESSAGE.

  17. Facebook vs. Twitter: Time Decay • Facebook: Quality content may remain high on news feed for a period of time. • Twitter: Content has strict chronological display.

  18. Time Decay Implications • Facebook: Post it once and make it count. Time of day is not as important. • Twitter: OK to repeat tweets at different times of day (with slightly different wording). Experiment with different times, days, etc.

  19. Facebook The facts about Facebook: 1) Most Fans rely on the (algorithm-driven) news feed rather than visiting your Page directly 2) News feed: Facebook algorithm is a function of “affinity, weight, and time decay”. • Affinity: Frequency of interactions with your Page • Weight: Comments /Shares > Likes > Visits • Time Decay: Recency of interactions with your Page

  20. Facebook’s Reach • With engagement comes potential for tremendous reach. Organic Reach= ~10,000 Viral Reach= ~65,000

  21. Facebook • Takeaways: • Simply being on Facebook is not going to “move the needle” • Utilize smart Facebook behavior + provide engaging content

  22. Facebook: Cover Photo

  23. Facebook: Cover Photo

  24. Facebook: Cover Photo

  25. Facebook: Cover Photo

  26. Facebook: Cover Photo

  27. Make Posts Count • Comments and Shares carry more weight in the algorithm than do Likes • Deliberately engage your Fans.

  28. Engagement by Content Type

  29. Edgerank Study- Takeaway • Got something to say? Say it with a photo!

  30. Football’s Five Most Viral Facebook Posts 1. 2. 3. 4. 5.

  31. Top 5 Viral Posts- Takeaway • These photos aren’t “star power” driven- they are EMOTIONALLY driven.

  32. Top 5 Viral Posts- Takeaway • You ARE the story- you are not reporting the story. • Be timely and authoritative. • No time? Use your SID!

  33. Be The Story!

  34. Take Advantage of Great Content

  35. More Facebook Tips • Post length: studies show that longer posts are OK (i.e., longer than Twitter’s 140 characters). • When posting a link, try and select the most engaging photo from story to post.

  36. More Facebook Tips • Make Head/Other Coaches Administrators for your Page. Only administrators may directly invite their personal friends (e.g., recruits) to “Like” the Page, an easy way to increase your Fans.

  37. More Facebook Tips Download the Facebook App… …And the Facebook Messenger App

  38. Use Insights to Monitor Engagment

  39. Facebook Insights Virality: 332/6283 = 5.28%

  40. Learn More About Insights • Attend a weekly workshop- Wednesdays at 11 in the Hall of Fame Room • Contact Dave Sertich (dsertich@stanford.edu) for more information.

  41. Twitter Best Practices: #GoStanford

  42. Twitter Best Practices: Other Hashtags JOIN A COMMUNITY CREATE A COMMUNITY

  43. Twitter Best Practices: Use of “@” Acknowledge fellow Twitter users: Use of “.” before “@”:

  44. Twitter Best Practices: Leverage Your Student-Athletes’ Tweets • Know your Student-Athletes’ handles (past and present) and follow them. • Proper etiquette: reference student-athletes’ handles when Tweeting about them. • Re-tweeting student-athletes can be great publicity for your program.

  45. Twitter: Be Engaging

  46. Twitter: Own Your Team’s Story

  47. Tools: Crowdbooster • Easily track your Reach • Track your Followers • Schedule Tweets

  48. Tools: Mobile Tweets and Tweetdeck • Mobile- Texting Tweets • Tweetdeck

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