Social Networking

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Social Networking

• Marketing Roundtable
• 3/18/09

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Why were talking about this

• To help you determine how, or whether, you want
  to pursue these outlets
• To demonstrate that there are other alternatives
  to print besides e-mail!

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• FACEBOOK

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Facebook Facts

• Launched in Feb. 2004 as a site for university
  students and faculty in 2007 opened to all
• 68 million active Facebook users
• Usage grew by 125 in 2008
• Fastest growing demographic 25 and older
• 100,000 age 64
• 310,000 age 4563
• 380,000 age 3544
• 3 million age 2534

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Facebook Pros

• You should consider using Facebook if
• Your target audience is primarily students or
  young alumni.
• You have the resources to monitor the page daily,
  answer fan questions, and update it frequently
  (ideally weekly).
• You have content that is specific to your unit
  and doesnt duplicate content on the UW page.
• You have Facebook Friends who will become fans of
  the page and help promote it.
• You have a strategy for addressing controversies
  or crises related to your unit that might lead to
  increased activity on your page.
  

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Facebook Cons

• Youre not ready for Facebook if
• Your unit has control issues
• You are unwilling to become part of the Facebook
  community yourself
• You think you can just let your student interns
  manage it
• You think you can manage it without some student
  involvement

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Examples UW on Facebook

• Some of the UW Schools and Departments on
  Facebook
• UW page launched April 2008 7,000 fans
• Evans School of Public Affairs
• UW School of Law
• UWAA
• Undergraduate Research Program
• Some of the UW leaders on Facebook
• Mark Emmert
• Phyllis Wise
• Jim Jiambalvo
• Ana Mari Cauce
• Harry the Husky!

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• TWITTER

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What the heck is Twitter?!

• Interactive, personalized news feed
• A place to post text-based status updatestheyre
  called Tweets!
• They have to be 140 characters or fewer
• They show up on your profile page and are
  delivered to other users who have signed up to
  receive them

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Why should I care about Twitter?

• It grew by 1,382 year-over-year in Feb.
• 5.9 million users as of Jan. 2009
• It is increasingly a driver of news and referring
  traffic to Web sites
• Its a fast and easy way to build relationships
• You dont need to know peoples e-mail addresses
  to connect with them!

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Twitter Pros

• Doesnt require any technical skills!
• Your org can have an ongoing presence in a
  Twitter followers routine
• Typical Twitterers use the site at least daily,
  often hourly
• Gain insight into the interests of your most
  engaged constituents
• Your followers can consume your information more
  easily, unlike a newsletter or a website/blog
  that requires a user to actively visit it or
  subscribe.

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Twitter Cons

• Requires very regular maintenanceat least daily
• 140-character limit decreases the depth of your
  engagements
• As Twitter usage increases, so does the number of
  tweets you have to compete with

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Best Uses for Twitter

• News event updates
• Emergency announcements
• Play-by-play reporting from conferences,
  lectures, sporting events, etc.
• To encourage conversation with and input from
  followers
• Eyewitness accounts (e.g. Mumbai attacks)

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Examples UW on Twitter

• UWNews http//twitter.com/uwnews
• UWSportsNews http//twitter.com/UWSportsNews
• UWTV http//twitter.com/UWTV
• The Daily http//twitter.com/thedaily
• The Henry http//twitter.com/henryartgallery
• UW Career Center http//twitter.com/uwcareercente
  r
• School of Public Health http//twitter.com/uwsph
• Cliff Mass http//twitter.com/cliffmass

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How Athletics Uses Twitter

• Started using it in Jan. 2009
• To push news, including insider news
• To encourage fan engagement
• Accounts include
• General UW Athletics
• Football Coach Steve Sarkisian
• Volleyball
• Crew
• Softball

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• LinkedIn

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What is LinkedIn

• A site for professional networking
• Users post resumes, recommend colleagues job
  skills
• Has more than 36 million members
• Organizations create groups to bring together
  people who want to be associated with their brand

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Examples Uses of LinkedIn

• For QA opportunities
• Monitor the competition
• Facilitate networking
• Provide profile information, like statistics,
  demographics, key links

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Examples UW on LinkedIn

• University of Washington (Seattle, Bothell)
• Foster School
• UW Medicine
• School of Law
• iSchool
• Libraries
• Alumni Group (not run by UWAA)

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Social Networking Resources

• For UW marketershttp//www.washington.edu/extern
  alaffairs/uwmarketing/toolkits/category/best-pract
  ices/

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• Appendix

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Glossary of Facebook Terms

• Profile How an individual person joins and
  represents him/herself on Facebook. Profiles
  draw Friends.
• Page A way for businesses organizations to
  represent themselves on Facebook. Pages draw
  Fans.
• Groups Another option for organizations groups
  are made up of Members.
• Can be made private
• Allow you to send message directly to members
• But have limited capabilities

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Glossary of Twitter Terms

• Tweets 140-character posts
• Follower Other Twitter users who want to have a
  feed of your tweets
• Re-tweets Re-broadcasting someone elses tweet
  to your followers

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Median Age Data

• For Twitter 31
• For MySpace 27
• For Facebook 26
• For LinkedIn 40