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Understanding Social Media's Impact on Communication and Engagement

In today’s digital landscape, social media platforms play a significant role in connecting people and fostering engagement. Over 73% of online adults use a social media platform, with Facebook leading at 71%. The rise of mobile usage highlights the importance of accessibility, especially among younger and more affluent demographics. This presentation explores various platforms such as Twitter, Instagram, and LinkedIn, emphasizing their unique functionalities and engagement strategies. It also discusses the future of social media, including emerging technologies and the importance of developing a cohesive social strategy for organizations.

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Understanding Social Media's Impact on Communication and Engagement

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  1. Introduction to Social Media Cindy Royal, Ph.D Associate Professor Texas State University School of Journalism and Mass Communication croyal@txstate.edu cindyroyal.com @cindyroyal slideshare.net/cindyroyal

  2. Social is here to stay • 73% of online adults use a social media platform of some kind. • 42% use multiple platforms • Facebook is the most prevalent with 71% of online adults • Different sites skew toward different niches or demographics • Facebook has high levels of engagement; 63% visit once a day; 40% visit multiple times per day. • Instagram and Twitter also have highly engaged users, although smaller user bases.http://www.pewinternet.org/2013/12/30/social-media-update-2013/

  3. And mobile is key • Smartphone users are young (18-29; 83%), educated (college; 71%) and have high incomes (81% make $75k+) • 58% of American adults have a smartphone; 42% own a tablet • 34% of cell Internet users go online MOSTLY via their phone.9% of adults have texted a charitable donation from their phone • While overall charitable giving in the U.S. grew 4.9% in 2013, online giving grew 13.5%. Sixty-two percent of Generation Y donors said they would contribute to charitable causes by mobile phone. http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/

  4. Start a Blog • Blogger and Wordpress both allow you to add pages that make it more like a Website. Blogger is a bit simpler. WP more professional. • Tumblr is also very popular, for its visual nature and ability to follow. Blogging allows you to tell stories, engage in thought leadership, have a focal point for your activities.

  5. Facebook • Facebook is a fun place to share with friends • One of the most popular social media platforms • Companies, brands and celebrities use Facebook to connect with fans

  6. Twitter • Twitter is free and simple • Allows you to develop your brand, engage with followers • Use widgets to repurpose to your Web site or blog. New content all the time. • Respond to questions • Retweet interesting items • Tweet blog content • Desktop and mobile applications

  7. Instagram - add filters to photos (Facebook purchased in 2013) • Pinterest – another visual platform; pin items; grouping • Tumblr – a blogging platform that relies heavily on the visual (Yahoo purchased in 2013) • Other photo sharing sites still exist like Picasa and Flickr • Selfie crazy! Photosand Visuals

  8. Video • Use your phone • Learn to use simple editing software like iMovie or Windows MovieMaker • YouTube • UStream

  9. Go Mobile • Find apps that will allow you to expandyour social media activities • News apps help you stay in touch • Twitter apps – allow you to Tweet when you are on the go. • Qik and Ustream – live stream video from phone

  10. LinkedIn • Your LinkedIn profile can connect you to thousands of professionals • Search for connections at companies of interest • Create a LinkedIn profile that reflects your interests and background much like a resume • Include your Website on your LinkedIn profile

  11. Location-based • Foursquare (NYC) • Location as part of other apps, like Yelp, Facebook, Twitter, etc. • Share location, photos with friends • Get tips and recommendations • Locations can provide incentives to users • Integration with Facebook, Twitter, Tumblr, etc.

  12. Messaging • WhatsApp • GroupMe • Threema, Line • SnapChat • Whisper, Secret

  13. Analytics Use Google Analytics or those associated with your blog platform to get information about users, locations, link referrals, etc.

  14. Future • Wearables • Virtual reality • Data • Drones • Platforms in media • Second-screenengagement • Coding for everyone • Sharing economy • Bitcoin, cryptocurrency

  15. Brands and Social

  16. Brands and Social

  17. Brands and Social

  18. Brands and Social

  19. Brands and Social

  20. Leveraging Social • Be where your customers, clients, users are – may require presence in multiple spaces • Develop social strategy to integrate messaging • Engagement • Make sure everyone knows their role, their responsibilities • Don’t leave social to an intern or a pr company – voice must be authentic • Seek inspiration from others, follow other organizations and brands • Stay up-to-date conceptually • Try new things, have fun!

  21. Resources • SXSW Interactive • Read Tech blogs like Mashable, Read Write Web, TechCrunch, SmashingMag, 10,000 Words, Wired.Tech section of NY Times and FastCompany.com • Online Journalism Review Archives - ojr.org • Convergence Culture by Henry Jenkins • The Long Tail and Free by Chris Anderson • Digital Riptide – digitalriptide.org • KPCB Internet Trends – www.kpcb.com/internet-trendsPew Internet – pewinternet.org • Non Profit Resources • 50 Non Profit Statistics – www.npengage.com/nonprofit-research/50-fascinating-nonprofit-statistics/ • Blackbaud Charitable Giving – www.blackbaud.com/nonprofit-resources/charitablegiving • Blackbaud Generational Giving – www.blackbaud.com/nonprofit-resources/generational-giving-report

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