Ag ITChatter 6-21-11
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This document provides guidance on developing a social media strategy for Penn State's College of Agricultural Sciences. It discusses the college's mission and strategic initiatives, and identifies key audiences like prospective students, alumni, and industry partners. It recommends social media platforms like Facebook, Twitter, YouTube, and blogs to increase student enrollment, enhance knowledge sharing, and strengthen stakeholder communication. Goals are to inform audiences, build engagement, conduct research, and promote the college's work in areas like renewable energy and nutrition. Helpful resources for developing an effective social media presence are also provided.
Ag ITChatter 6-21-11
- 1. social media StrategyMax Spiegel
- 3. Who are we and why are we here?What is our organizational structure?What is our goal?What is our communication strategy?Who is our audience?What is our message?
- 4. What is our purpose?
- 5. social media is only A delivery mechanism
- 7. MissionThe mission of Penn State’s College of Agricultural Sciences is to discover, integrate, translate, and disseminate knowledge to enhance the food and agricultural system, natural resources and environmental stewardship, and economic and social well-being, thereby improving the lives of people in Pennsylvania, the nation, and the world.
- 9. Pest Prediction and Response
- 10. Water
- 11. Energy
- 12. Food, Diet and HealthGoalsIncrease Student Enrollment, Enhance Student Success
- 13. Enhance Knowledge Discovery and Translation
- 14. Strengthen Communication with and Education of StakeholdersStrategic Challenges/AdvantagesIdentify Priorities
- 15. Enhance Collaboration Within and Outside the College
- 17. Public EducationLand Grant MissionHelping to build a sustainable biobased economy by studying and improving the technologies and practices necessary to convert agricultural crops, by-products, and other biomass into renewable and alternative energy sources
- 18. Promoting the conservation of energy and reduction of greenhouse gas footprints
- 19. Utilizing a systems-thinking approach to issues of water quality and quantity and their connections to land use; food and energy policies; and economic, social, and political interactions
- 20. Helping to create new businesses by teaching students the value of becoming job creators, and providing resources to ensure the success of entrepreneurs
- 21. Supporting food systems that improve the quality of life by addressing issues of childhood obesity, food safety, and nutrition and by educating the public about healthier foods and better diet
- 22. Providing proactive, innovative, and cost-saving approaches to dealing with pests, pathogens, and infectious diseases
- 23. Promoting a better understanding of the relationship between agriculture, forestry, and the environment
- 24. Programming to positively influence 170,000 Pennsylvania children annually through Penn State’s 4-H youth development programs
- 25. What is your value? What sets you apart? What do others say about you? What are your successes? How have you helped customers? What do you do best?
- 26. Setting your goalsTo inform?To build a community?To gain valuable market research?To reduce customer service costs?To reach a broad audience with a message?To increase student enrollment?To conduct e-commerce?To increase brand awareness?To brand your company?To attract attention?To build trust?To reduce paperwork?To reduce printing and mailing costs?To pre-qualify leads?To recruit new employees?To decrease call volume?
- 27. Only 3 True Business GoalsRaise RevenueIncrease Customer SatisfactionLower CostsSource: Social Media Metrics, Jim Sterne
- 28. Who is your Audience?Prospective students
- 30. Current students
- 31. Alumni & friends
- 34. General publicWhy Social Media?Primary discovery platform
- 35. Facebook Page is the first "campus" viewed (Growing Fast)
- 36. Cost effective delivery compared to traditional methods
- 37. Instant feedback
- 38. Two way street
- 39. A person is more likely to trust the word of a complete stranger than the company selling the product.
- 40. and…600
- 41. 15% bump
- 42. What can the Web do for you?Push your content (active, not passive)
- 47. Communicate to your stakeholders
- 49. Highlight your facultyPublic RelationsMarketingCustomer ServiceResearch
- 51. If You Build It Will They Come?Do we place a yellow page ad then ask what we can do to get people to look at it?People Must Be Looking For It.Search Engine Optimization (SEO)Pay Per Click Advertisement (Google)Internal Ads (Facebook, LinkedIn)Diligence & Patience
- 55. Social Media = Web 2.0What is it… really?
- 56. What do you use it for?
- 57. How does it work?Web 1.0 vs. Web 2.0Web 1.0
- 60. Web 2.0
- 62. Communication
- 64. Collaboration
- 65. Networking
- 66. Web 2.0 Toolsets
- 69. Sharing
- 73. 600
- 79. How to BehaveOld rules still apply.
- 80. Know the room
- 81. Look Appropriate
- 82. Sound Smart
- 85. Brag Modestly
- 86. Be Interesting
- 87. Twitter Good PracticesFollow those who you want to follow you
- 88. Cross link your efforts
- 89. Tweet about a YouTube video you uploaded or the Blog you posted
- 90. Be welcoming & friendly - say hello to your new followers or folks that you would like to get to know.
- 91. Engage people - ask questions and respond to queries that interest you.
- 92. Be humorous - funny Tweets really help to break up the timeline.
- 93. Inform - provide useful information and news items.
- 94. Monitor self-promotion - it is fine to promote your projects and work, but nobody likes to be spammed all day
- 95. Promote others - “retweet”liberally and highlight good work.
- 96. Listen - there’s no need to dominate the conversation all the time, so spend some time just reading what others are saying/Tweeting.
- 97. Be human - not always obvious but most important, being a “real” person is probably the most important trait of any effective Twitter user.
- 98. Search – search.twitter.com has all the answers. What hashtagdo aerospace engineers use?
- 99. Starting a Blog
- 100. Writing a BlogMake your opinion knownLink like crazyWrite less250 Words is enoughMake headlines snappyWrite with passionInclude bullet point listsEdit your postMake your posts easy to scanBe consistent with your styleLitter the post with keywords
- 101. Managing a BlogBloggers Code of ConductTake responsibility not just for your own words, but for the comments you allow on your blog.Label your tolerance level for abusive comments.Consider eliminating anonymous comments.Ignore the trolls.Take the conversation offline, and talk directly, or find an intermediary who can do so.If you know someone who is behaving badly, tell them so.Don't say anything online that you wouldn't say in person.
- 102. All together now.Web
- 103. Blog
- 104. Facebook
- 105. Twitter
- 106. YouTube
- 107. Sharing
- 108. Peer Pressure
- 109. RSS Feed
- 111. oas-ram 4/22/2008
- 113. Helpful ResourcesPenn State Ag Sciences Web Best Practices and Web Strategyhttp://agsci.psu.edu/communications/web/best-practiceshttp://agsci.psu.edu/communications/web/strategyWriting for the Webhttp://www.useit.com/papers/webwriting/Quickstart Guide to Social Mediahttp://www.b2bento.com/infographic-quickstart-guide-to-social-media-for-business/Web and Social Media Industry News and Tipshttp://mashable.com/
Editor's Notes
- #11: Tweet Explorer
- #17: 150 million in US, 41% visit every day.
- #20: I contend that the investment in Social Media is a cost cutting measure.
- #21: 5% of our Web traffic is NOT broadband.
- #23: Market outside of web and social media realms.
- #24: Tradeshow type promotions.
- #25: Random social media signs at businesses.
- #30: Marketshare
- #31: Start here. *note YouTube closed caption moral and legal obligations in higher education, and the fact that half your viewers split after 1 minute. And editing is time consuming.
- #32: It doesn’t start out there. It starts at home.
- #33: Fully Integrated. 4 things going on here. Sharing, Liking, Delivery Mechanisms, and Peer Pressure (friends like it, why don’t you?)
- #34: A whole lot of sensationalism out there. Lets take a look at what’s really going on.
- #35: A whole lot of sensationalism out there. Lets take a look at what’s really going on.
- #36: 600 million FB users. 150 million in US, Texas 11.8 mil -- 5.8m in PA – 3mil Indiana – 2.5 million in Minnesota 41% visit every day.
- #37: 43 million in US, Slightly older, more well educated crowd. 67% Brand Followers purchase that brand. 52% COME EVERYDAY. Only 7% in high-school so undergraduate education is ambivalent. …and U Ed usually drives rules, and can afford playing it safe more than CE.
- #38: 104 Million users per month. All ages.
- #39: It’s happening whether you are there or not. This was on a page started by the students themselves.
- #40: It’s happening whether you are there or not. This was on a page started by the students themselves.
- #41: Only 2 of 7 posts are from me.
- #43: Tweet links to other content, use a human face instead of a logo. Pretty girls work best, however veterinarians like boys (know your audience), follow other units, departments and colleges at your institution, fail fast, fail forward and learn.
- #46: These sites succeed by you using them. They go out of their way to make them easy and to teach you how to use them.
- #47: 1. Make your opinion knownPeople like blogs, they like blogs because they are written by people and not corporations. People want to know what people think, crazy as it sounds they want to know what you think. Tell them exactly what you think using the least amount of words possible.2. Link like crazy.Support your post with links to other web pages that are contextual to your post.3. Write LessGive the maximum amount of information with the least amount of words. Time is finite and people are infinitely busy. Blast your knowledge into the reader at the speed of sound.4. 250 is enoughA long post is easier to forget and harder to get into. A short post is the opposite.5. Make Headlines snappyContain your whole argument in your headline. Check out National newspapers to see how they do it.6. Include bullet point listsWe all love lists, it structures the info in an easily digestible format.7. Make your posts easy to scanEvery few paragraphs insert a sub heading. Make sentences and headlines short and to the point.8. Be consistent with your stylePeople like to know what to expect, once you have settled on a style for your audience stick to it.9. Litter the post with Keywords.Think about what keywords people would use to search for your post and include them in the body text and headers. make sure the keyword placement is natural and does not seem out of place.10. Edit your postGood writing is in the editing. Before you hit the submit button, re-read your post and cut out the stuff that you don’t need.
- #50: YouTube for embedding purposes. Notice the faces, those are my friends, I think “if they like it…” peer pressure marketing.