Using Social Media at UNC Ronna Johnston – Director, Web Communications Jesse Clark - Webmaster

1. Using Social Media at UNC Ronna Johnston – Director, Web Communications Jesse Clark - Webmaster

2. What is Social Media “Technology that allows end users to engage in multi-directional conversations in or around the content on the website.” From: Onlinematters.com Social media builds relationships

3. Social Media Tools • Facebook • YouTube • Flickr • Twitter • LinkedIn • Blogs • Foursquare We will focus on Facebook today

4. UNC Social Media Presence • All approved pages will be listed on UNC’s Social Media “portal”. • Social Media portal will be linked on UNC’s home and other major pages • The Official UNC page will be managed through Evan Welch and Student Activities

5. Planning a Facebook Page • Who is our audience? • What are our goals? • How does this fit into our communications? • How is this different than our Web site? • How will we keep an eye on security? • How will we keep content fresh? • What will keep our audiences engaged?

6. Audience Examples • Prospective students • Current students • Parents • Prospective donors • Alumni Since Likes and comments are shared among diverse friends, audience can be anyone.

7. Facebook Sharing Friends are notified when you “like” a page and you can share a page.

8. Goal Examples Overall goal: Increasing engagement, expanding reach Specifically: • Creating buzz about events • Getting feedback • Getting ideas • Providing information • Connecting people

9. Facebook is Not a Website • Facebook is for participation and conversation • Facebook is for participation and conversation • Facebook is for participation and conversation • Facebook is not for simply adding announcements and logging off

10. The Commitment • Takes time and planning • Pages must be monitored • Posts must be added • Questions and requests must be addressed • Advice: find someone who is active in Social Media to help you

11. What’s the Content? • Conventional is okay, just don’t use it exclusively • Goal is to stimulate and guide conversation • Have some fun • Add video, photos • Ask questions • Have contests

12. Developing Content • Find some alumni who will post comments • Ask faculty to post info and comments • Be an expert in something • Pass questions/comments to appropriate dept • Schedule posts for the semester • Find informal advisors

13. Post/Comment Examples

14. Post/Comments Examples

15. Post/Comment Examples

16. Greeley Smells • We are used to controlling the message • We can counterbalance negative comments • Above all, be authentic • Never never be defensive or condescending • Okay to remove certain comments • http://www.facebook.com/#!/terms.php

17. The Guidelines • Approval • Need two faculty/staff employee administrators for department site • Student clubs can contact Student Activities to work with Clubs and Orgs G.A. • Account Responsibility • Admins are responsible for following all guidelines and policies, including FERPA

18. The Guidelines • Spam, viruses, malware, the usual bad guys • Any application added to your site should be approved by IMT, even those listed on Facebook • Educate students working with your site • If you question a posted link, Google it or call User Support

19. The Guidelines • Consistency • Consistent names • Ask Web Comm for profile image • Get images form UNC’s site, http://www.unco.edu/websupport/webimages/ • www.unco.edu/marketing/ for logos • Add links to other UNC Facebook pages (favorites), including official main page

20. The Guidelines Inappropriate Content

21. The Guidelines When to Remove a Comment From Facebook • You will not bully, intimidate, or harass any user. • You will not post content that: is hateful, threatening, or pornographic; incites violence; or contains nudity or graphic or gratuitous violence. • You will not use Facebook to do anything unlawful, misleading, malicious, or discriminatory.

22. The Guidelines When to Remove a Comment From UNC Social Guidelines • Inappropriate content includes advertising, endorsement of products, discussion of legal matters affecting the university or political endorsements. Likewise, spam, flaming, personal attacks, and off-topic comments are not permitted and these types of comments should be removed or screened out if comments are reviewed first.

23. Removing a Post or Comment

24. Best Practices • Establish Goals • Manage the Page • Protect yourself and others • Don’t post personal info and remove posts/comments that do • Disclose your identity • Be accurate

25. Best Practices • Monitor Comments • Several times daily • Includes weekends and holidays • Questions and requests must be addressed • Be a valued member • Share resources • Think first • Refer media to UNC’s Public Relations

26. Best Practices • Be professional • Grammar, spelling, punctuation • Tone • Comments • Photos, video • Train and monitor all students

27. Promote Your Page Cross Promote

28. Top 10 1.LSU 323,997 2.Texas A&M University 254,302 3.University of Michigan 225,634 4.The University of Texas at Austin - Official Page 209,345 5.The Ohio State University 198,748 6.Penn State 163,617 7.The University of Oklahoma 157,500 8.University of Florida 152,691 9.Mizzou 145,211 10.University of Kentucky 138,497

29. Resources • UNC Social Media Guidance Group • UNC Social Media Users meetings • Websupport site • Mashable.com • Rachel Reuben.com • Facebook help

30. Going Live • Read the guidelines • Send in an application, receive notice • Start your pagehttp://www.facebook.com/#!/help/?faq=12809&tq • Notify Web Communications • Link will appear on www.unco.edu/social/ • Promote your page

31. Summary • New territory • Need to be thoughtful • Need to be secure • Take it seriously • We will learn together

32. Questions