Social Media: Tactic Considerations and Use in KnowHow2GO

1
Social Media Tactic Considerations and Use in
KnowHow2GO
NCHELP Spring Convention 2009 Louie.Herr_at_gmail.com
Slides online http//is.gd/NiM8 Handout
online http//is.gd/NiOK
2

• Opening Comments
• Resources are limited.
• Social outreach can require
• Priority deliver a rich experience.
• Social outreach can be valuable, but consider
  investment.

3
Tactics/Investments
Understand your audience's use of social
environments. - Avoid assumptions. - Surveys or
interviews reveal the audiences use of social
media. - Make use of existing research. -
Quantcast.com provides demographic information
for free.
4
Tactics/Investments
Realize the necessity for ongoing support. -
Web 2.0 more dynamic content, a departure from
static channels. - A mechanism for updates is an
important piece of strategy. - Social
environments are noisy.
5
Tactics/Investments
Make social outreach social. - Encourage the
audience to take ownership and create content. -
Provide resources to ensure message quality and
consistency. - Help users spread campaign
messages online with embeds. - Reward user
participation.
6
Tactics/Investments
Give social media a role within the overall
outreach strategy. - Consider overall campaign
goals. - Drive users to the primary channel the
main website. - Promote social outreach on
website home page and internally. - Syndication
and embeds can help promote social offerings.
7
KnowHow2GO Examples
KnowHow2GO Ambassadors - Developed by Powell
Tate, American Council on Education, National
College Advising Corps. Chiefly strategized by
Powell Tate. - Five recent grads from NCAC will
engage in social outreach with KH2GO messaging.
8
KnowHow2GO Examples
KnowHow2GO Ambassadors - Outreach channels were
determined by audience research. - Ambassadors
are familiar with social media. - Strategy
ensures frequent updates to outreach channels.
9
KnowHow2GO Examples
KnowHow2GO Ambassadors - Ambassadors are well
supported and encouraged to take ownership of
campaign messages. - Ambassador strategy is a
pilot effort that can lead to distributed, more
sustainable efforts.
10
KnowHow2GO Examples
KnowHow2GO Other Social Media Use - Branded
YouTube channel with 40,000 video views in 1
year. - Regional campaigns have had varying
results in social media. - Priority has been
regional support and engagement through national
campaign website.
11
KnowHow2GO Examples
KnowHow2GO Ning - Ning is a platform
facilitating creation of branded social networks
- The KnowHow2GO Ning is an online community for
the campaign. - Offers an online directory, a
discussion space. - Four state partners two
national partners have created Nings.
12
Summary - Social Media can require substantial
investment. - Social Media investments can
include audience research, strategy, initial
set-up, ongoing support/ maintenance, incentives
- Outreach to Social Media should be considered
experimental. - The return on investments made
in social media must be considered.
13
Thanks!
Questions/Comments Louie.Herr_at_gmail.com Slides
online http//is.gd/NiM8 Handout online
http//is.gd/NiOK