Using Social Media for Departments and Programs at Yale
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The document discusses the importance of using social media for collaboration and branding within departments, emphasizing the need for content-driven strategies that enhance personal and departmental profiles. It covers key topics such as establishing expertise, creating varied and organized content, and the significance of university outreach. It also highlights tools for measuring social media impact and encourages consistent communication aligned with institutional goals.
Using Social Media for Departments and Programs at Yale
- 1. Collaboration and Social Media Using Social Media as a Platform for Adriene Nazaretian Radcliffe Collaboration and Social Media Evangelist Office of the CIO May 2014 a_radcliffe Adriene Radcliffe Your Department
- 2. Topics Covered Today • Why Social Media • Social Media Landscape • Be Content Driven • The Layering Effect • Personal Professional Branding • Departmental Branding and Staging • University Outreach • Resulting Influence of Social Media
- 4. Social Media Landscape Permission granted to use Infographic from F. Cassava
- 5. Social Media Landscape Permission granted to use Infographic from F. Cassava You have to FOCUS on the few that matter given your content, audience and intent!
- 6. Social Media Landscape Share Files Presentations Rich Media Company Forum
- 7. Social Media Landscape Websites are an integral part of this landscape This is where your REAL content lives
- 8. Be Content Driven • Content and web sites (your brochure) marketing is a device used to educate, inform or entertain your consumers and prospective consumers • Social Media is used by consumers to communicate among themselves (advocacy) and sometimes the target business (support)
- 9. Be Content Driven Content Consumption Behavior Participation Behavior • Content is your new brochure (business tone & structure) • Social Media your new telephone. Listen for feedback or provide support (less structure)
- 10. Be Content Driven • When participation expands, behavior expands and then so must your content • Develop content in small pieces that are re-usable Content BehaviorParticipation
- 11. The Layering Effect University Department Personal Personal Program Personal Established Credibility and Content Build Content Build Credibility DO THI S DO THI S
- 12. Personal Professional Branding Content has credibility when authored by experts • Project an image • You are an expert • Topic focused • Discipline focused
- 13. Personal Professional Branding Professionals should build a rich social profile • LinkedIn - professional social media platform • Post links to articles along with your opinion • Follow influential professionals or businesses in your field or area of expertise • Join professional groups related to your discipline • Reach out by starting a conversation • Share your work and collaborate
- 14. Department Branding and Staging Brand your Department or Program • Your web site is your home to content • Your content is authoritative • Sites should have a consistent look and feel (user experience) • Consumers should be able to reach you for feedback • Prominently display your social channels/addresses on your site, in your signatures and in all communications
- 15. Department Branding and Staging • Your content should be varied in format as appropriate – Infographics and images – Rich web text and links – Related documents or PDF’s – Presentations – Video clips – Full recordings
- 16. Department Branding and Staging • Your Content should be organized by topic, function, or type – Services and Offerings – Descriptions “About this Service” – FAQs – How to Get Help or Where to Learn – Related Policies
- 17. Department Branding and Staging Plan and be consistent • Know your mission or vision statements • List your goals and objectives • Criteria - Does your content and social communication meet or relate to: – The mission – The vision – One of the objectives – One of the goals • Give regular progress reports on these too! Mission Vision Objectives Goals
- 18. University Outreach • When a message needs a broader outreach, the Office of Public Affairs (OPA) can assist by reviewing content and publishing it through additional channels – Working@Yale – Yale Facebook – @Yale Twitter – University Web Site – University Messaging
- 19. Resulting Influence of Social Media • You can measure your social and collaboration impact with tools such as Klout, or simple intuition (likes, followers, feedback, reach, hashtags) * SlideShare connected to LinkedIn
- 20. Resulting Influence of Social Media • Growth • Visibility • Recognition • Stay current • Stay relevant Content Consumption Behavior Participation Behavior
- 21. Collaboration and Social Media Using Social Media as a Platform for Adriene Nazaretian Radcliffe Collaboration and Social Media Evangelist Office of the CIO May 2014 a_radcliffe Adriene Radcliffe Your Department
Editor's Notes
- #2: Connect with me on LinkedIn or twitter! This content will be posted to slideshare. You are welcome to re-use the content, please give credit to Adriene Radcliffe and Yale Universiy
- #4: Business is transforming into a social business. World class Yale – as a professional you want a world-class profile. This night lead to a career advancement and help you develop a network of professionals and ultimately improve your craft Want more recognition for your hard work personally? You opine about things you read, why not share that opinion Note the word MEDIA – its all types of sharing and collaboration. How about getting recognized for your department or unit’s work. Increased recognition, visibility, transparency. How about when you review things (5 stars) helps us purchase products Be seen as an expert in a specific domain – you gain clout (Klout.com)
- #5: They each reach a different audience and are used for a variety of purposes. The landscape is overwhelming Today I’m going to focus on social media and collaboration that makes sense for most of us as professionals. This is simply intended to show you how VAST the landscape is, its not to be read
- #6: They each reach a different audience and are used for a variety of purposes. The landscape is overwhelming Today I’m going to focus on social media and collaboration that makes sense for most of us as professionals
- #7: Let’s focus on our professional persona and use LinkedIn and pair it with other collaboration tools where you might store your media.
- #8: In terms of the social media landscape – your WEB SITE is your landing spot. Your BIG brochure – the home for your content.
- #9: Content you build is for your consumers. It drives their behavior and tells them about what you want them to do. They will act. Social media is where the consumers talk to each other and sometimes your business. They can become prospective consumers when other existing consumers advocate for your business. (credit to Jay Baer and Jeff Cohen of SocialMediaB2B blog)
- #10: Content you build is for your consumers. It drives their behavior and tells them about what you want them to do. They will act. Social media is where the consumers talk to each other and sometimes your business. They can become prospective consumers when other existing consumers advocate for your business
- #11: The more your content drives behavior and participation, so your content must keep pace. Otherwise participation stops and people lose interest
- #12: Content must be authoritative and written by those experts and those who are authoritative. Having a professional personal profile on social media allows people to see who wrote the content which gives it more credibility
- #13: You should be able to tell what someone does very quickly by looking at any of their social profiles… a little about their personality and probably who is paying them. What is the image you want to project? What are the topics you want to influence and be influential in. Stay focused on only a few topics – use consistent hashtags. It is not about being seen as a rock star, its about your ability to draw people into your topic, even if you discipline is quite small. BE THE EXPERT
- #14: Tips for setting up a liinkedin Profile -
- #15: Next is the department layer
- #16: Content for departments should be organized and varied (yet consistent)
- #18: Credit to Yale SOM – who talked about this at a recent Social Media summit – how they tie ALL content back to their mission, vision, goals and objectives. Content broken into small pieces can be re-used
- #19: We don’t control the University layer – buy you can still use it as a projection opportunity when appropriate
- #20: Intuition – do many people comment on your posts, do they start conversations or controversy? do they get shared, reposted or re-tweeted? Look for increased followers, requests to connect but stick with quality connections.
- #21: Personal recognition, departmental recognition, new connections, better rapport with leaders in your field, more opportunities to speak at conferences. People will begin to seek you out. Your circle of Influence will grow, and you will seen as a leader in your field. Someone who collaborates, shares their opinions, who can use technology effectively - As your content grows and you use social media – prospective clients will begin to see the value and join as part of your consumers
- #22: Connect with me on LinkedIn or twitter! This content will be posted to slideshare. You are welcome to re-use the content, please give credit to Adriene Radcliffe and Yale Universitu