Category Archives: LinkedIn

Growing and Nurturing an Audience

social media flowers

Recently, I’ve experienced a recurring theme of people asking about how they can use social media to inform people, to promote their event, or because they just need a Facebook or Twitter page. And yes, social media can be used to inform people and promote events and programs, but that’s is not what they are about. They are about conversations and relationships. And don’t even get me started on having social media channels just for the sake of having them. But your audience members take some nurturing to grow, so give them a little water and sunlight and they’ll grow into thriving, engaging members of your community.

Take the Time

Just like an taking the time to pick up the phone and call an old friend, you need to take the time to find out how your audience is doing! This can be accomplished by asking them, monitoring relevant hashtags, or by listening to what they’re flat out telling you. You can then gauge their feelings and talk to them appropriately. Talking to students during the summer is different than during finals week.

Truly Listen

I’ve talked about truly listening to your audience before, but I’m going for it again. Sometimes you think you know what a problem is, or what an audience member is referencing, but if you jump to conclusions you could miss someone’s point quite easily, especially if you’re on Twitter and have a 140-character post to work with. Don’t be afraid to ask questions, or take the conversation to email if you need more information to understand what your audience member is trying to tell you.

Engage

Your audience wants to know you care. In higher education, that can be as simple as congratulating newly admitted students, answering questions about when food locations are open during spring break, or offering to answer questions of prospective students. Tell your audience you’re there for them in whatever capacity they need.

Story Time

I heard University of Cincinnati’s @PrezOno speak at EduWeb last year, and he told a story about a student who was upset that the vending machine was out of Cheez its. He listened to the complaint, and said he would find out why the vending machine was empty. And he followed through. His audience understands that he’s there for them, and reaches out regularly. He provides a perfect example of how to listen and engage with your audience. You can see this and more of Santa Ono’s presentation in the SlideShare below:

 

Retweet After Me: Week of Feb. 25, 2014

Top 2014 #highered Web and Social Conferences & Events by Karine Joly

Every year I publish a post with my selection of top higher ed conferences and events. Since 2006 I’ve spent a lot time thinking, reviewing, attending and some time presenting at higher ed conferences. When you run a professional school like Higher Ed Experts, it’s important to stay on top of what happened in the conference world. As many of you only get to go to one conference per year due to limited budgets, many often ask me for recommendations about the best fit for their specific professional development needs. [Read More]

How to Do Holidays on Social Media Right by Elizabeth Harper

Every time a holiday or big event rolls around, we see companies trying to make holiday social-media tie-ins that can range from successful to strange. While it’s easy to make social blunders by trying to appropriate a holiday into a promotion, this doesn’t mean you need to stay quiet during any holiday season. As long as you know the holiday and your customer base, you can jump into the holiday chatter without making a mess — whether it’s Valentine’s Day this week or something else. [Read More]

14 Tools To Help You Add Images For Your Social Media Posts by Belle Beth Cooper

It wasn’t long ago that Twitter added inline image previews to its official apps, including the web view. Now, Twitter is including more image focus in the latest redesign, as you can see above. On the left-hand side of Twitter’s new web view, your profile and header images are now visible. [Read More]

Why and how to get access to Twitter Analytics for your #highered account by Karine Joly

Last week in the online course I teach about social media marketing for higher ed we discussed social media analytics strategy and practices with our class composed of professionals working in universities and colleges in the US, Canada and France. I’ve had updated the course module materials – as I always do before a session – to include the latest news and features my students should know about. And, I had decided to add, at the last minute, a link to Twitter Analytics. [Read More]

Good News for Creepers: LinkedIn Upgrades “Who Viewed Your Profile” Feature by Corey Eridon

I mean creepers in the most loving way. Some of my best friends are creepers. (Ask her, she won’t deny it.) We all know the “Who Viewed Your Profile” LinkedIn feature. It’s part of a little ego-exercise we take part in each week where we validate just how important we already know we are, and bask in the glory of being stalked by higher-ups that are definitely messaging us right now to offer us the job of a lifetime. [Read More]

What to Measure When it Comes to Social Media

I’ve written a short introduction on social media analytics, specifically talking about what numbers are available to you, and programs that will assist you with measuring your social media efforts, but what analytics should you keep track of to move your social media strategy?

Competitors

I think it’s important to know where your competitors stand in comparison to your accounts. For me, I keep this surface level, mostly looking at number of likes, followers and the subscribers. At least this way, I can have a benchmark to see where my accounts measure up against those competitors.

Engagement

Screen Shot 2014-02-19 at 2.51.46 PM

The second word in the title of my blog, and my social media mantra, is engage. Good content will cause people to react, whether it’s a retweet, a like or a comment. This is one of the most important things you can measure in my opinion. Measuring engagement informs your social strategy, and without it, you won’t be able to adjust to ensure you’re accomplishing your goals.

The “UNs”

Screen Shot 2014-02-19 at 2.51.03 PM

Unlikes, unfollows, hides, you know, all the negatives. It’s important to keep track of these, because it is the exact opposite of engagement. If your audience is taking the time and effort to perform a negative engagement action, that should be a red flag if it is happening early and often! By monitoring these numbers, you can keep ahead of the outflow of people, by changing your content types or topics.

There are lots of different things to measure and keep track of, what other analytics do you pay special attention to?

Retweet After Me: Sept. 17, 2013

Facebook and LinkedIn Figure Out What PR Pros Have Known For Years by Chad Pollitt

LinkedIn’s stock price has doubled this year and Facebook’s grew by 42 percent. Both companies are surging because they’ve outperformed expectations by growing revenue. They’ve also recently added new ways to advertise – sponsored updates for LinkedIn and mobile newsfeed ads for Facebook. While LinkedIn has multiple revenue streams, Facebook’s is primarily driven by paid media buys. Both social media sites rely on selling advertising to drive some portion of their revenue. [Read More]

How to Use Twitter Hashtags in a Crisis by Chris Syme

You’ve seen those tweets—the ones where #every #other #word has a #hashtag. Because a hashtag draws attention to a person, place, or thing, tweets overloaded with hashtags are confusing. According to a recent report from Hubspot, tweets with two hashtags get 21 percent more engagement than those with three or more. Not really a surprising factoid. But, there is more to the science of hashtags than just numbers, especially in a crisis. Here are some quick tips on how to use Twitter hashtags in a crisis. [Read More]

Twitter Expands Lead Generation Cards to All Businesses by Todd Wasserman

After a limited test in May, Twitter on Thursday announced it is opening up its Lead Generation Cards to all businesses. The Cards let businesses register users and their emails for promotions or memberships directly within a tweet. When you click to expand the tweet, you’ll see an option to sign up with your Twitter handle and connected email already filled out.[Read More]

Twitter Co-Founder Evan Williams Lays Out His Plan For The Future Of Media by Gregory Ferenstein

Twitter Co-Founder Evan Williams has an ambitious new plan: to shift our daily reading habits away from consuming incremental news bites and towards engaging with enlightened ideas curated by an intelligent algorithm. Ordinarily, such a goal would seem utopian, were it not for the fact that Williams is among a handful of Internet pioneers who have disrupted the media industry multiple times. [Read More]

The Dos and Don’ts of Pitching Journalists on Social Media by Zoe Fox

Social media is a blessing and a curse when it comes to pitching journalists. While Twitter, Facebook, LinkedIn, Foursquare and Instagram — yes, Foursquare and Instagram pitches happen — present many new opportunities to forge connections, it’s very easy to step onto inappropriate turf. [Read More]

Avoiding Social Media Marketing Mishaps

Too often the headline, “Company makes social media blunder, offends large group of people,” goes by on social media. And these headlines aren’t exclusive to social media, but can happen with any advertising, public relations or marketing tactic. There are a few simple ways to avoid this becoming your reality.

Use Common Sense

att-9-11-post

If your are recognizing a day of remembrance of a tragedy, you can pretty much guarantee slipping a product reference or sale price in to your social media or other content or advertising is probably going to be received poorly. People are passionate about these events, and if they think you are trying to make a profit off of a national tragedy, they will call you on it. If you are going to recognize this day, separate your promotional materials. Have to push a sale or marketing piece, then don’t recognize the day of remembrance, or what ever the tragedy or event might be, at the same time. Make separate posts, and space them out a bit.

Plan Ahead

I know I’m the biggest poster child for planning ahead, but this is even more important in this type of situation. Think out what you are going to say well before hand. One word slightly out of place could be enough to upset your audience. I find myself double checking the meanings of words that I know the meanings of, just to be sure it can’t be taken in a way I didn’t intend.

golf-course-9-11

We all know that tone is lost in written digital communications, so make sure your tone can not be misconstrued. If you take the time to do this all ahead of the posting time, then you can be confident your post won’t land you in hot social media water.

Wear Other’s Shoes

Take some time to research the event or day that you will be making a post for. Do you consider Memorial Day as the first day of summer? You should probably take some time to read up on what Memorial Day is for others. An easy way to get an overall understanding is reading up on the topic on Wikipedia. I find that Wikipedia typically shows a well-rounded view on big topics like these. This especially applies when talking to an international audience.

Now that you know these easy ways to avoid these marketing blunders, go forth and avoid them!

Retweet After Me: Week of Aug. 27, 2013

Here’s my most recent round up of social media and web information for higher education professionals. Enjoy!

HEY HIGHER ED: HAS YOUR SOCIAL MEDIA GONE GREMLINS OR GANGBUSTERS? by Becca Rampsott

Right now in higher education, social media is our Gizmo. We think social media’s adorable; we’re trying to take care of it, do all the right stuff with it. And this has led us to doing some wonderfully creative things and taking some interesting risks to reach our constituents in new ways. [Read More]

Your Brand Is Tweeting Too Much by Mitch Joel

It’s getting ugly out there. Brands and fellow agencies will often ask me the same question: how often should we be on _____________ (insert your favorite social media channel here)? In the past, research be damned, my response would typically be: so long as it’s quality and your audience cares, shares and keeps on about it, don’t listen to the research reports or what any pundit has to tell you. The unique pulse between and a brand and its consumers is highly personal and unique on a case-by-case basis. [Read More]

Social Fresh Presentations

Want to see what I did while I was at #SocialFresh last week? Give a few minutes to the SlideShares from the conference! [Read More]

How To Identify Your Best Facebook Content by Liz Gross

If you manage a Facebook page, you’ve probably downloaded your Page Insights data and stared at the screen while scrolling through 75+ columns of information….in the first tab of a mega-tabbed worksheet! Unless you’re a full-time social media manager, you probably gave up and decided to settle for the analytics provided within the Page Insights web interface. [Read More]

University Pages: LinkedIn Launches New College Profiles by Bill Chappell

The professional connections site LinkedIn is launching a new section of its social network Monday: University Pages targets younger users who want to connect with colleges. More than 200 schools now have profile pages, according to LinkedIn. As part of the new effort, the company also dropped its minimum age to 14 in the U.S. [Read More]

#SocialFresh Key Takeaways in 140 Characters

#SocialFresh is a perfect description of how I’m feeling right now. I just returned from sunny San Diego and the Social Fresh West conference. Every speaker was fantastic, and was obviously passionate about what they’re topic. I definitely left this morning feeling re-energized to hit the road running. If you’re looking for a conference in the future, this would be an excellent option to explore.

Here are some of my key takeaways, in tweet form. Not all of them were a perfect fit for a higher education scenario, but the idea is still there, and still applicable in some way or another.


There was a huge emphasis on images and visuals in the conference, but I think @PRSarahEvans said it best. Don’t ignore the image, it’s powerful, and not just on Facebook any more.


So in higher education we don’t necessarily have a C-suite in the traditional sense, but we do have administrators who should be interested in what is being done in communications, which includes social media. Every aspect of communications and marketing you do counts. Make sure others know that, too.


We have to treat students like people, because that’s what they are. As community managers and social media managers we have a large opportunity to make our universities real to our students. We get to tell them we care. Feel empowered to do just that. This is actually one of my favorite parts of my job, helping students when there are issues, encouraging them when needed, and celebrating with them throughout the process of earning a degree and starting a career.


When I think mobile, I always think of smartphones and then responsive and mobile websites. Both technologies. Those days are gone. Think about how your user interacts with your content in a mobile-environment, and you’ll start on the right path.


Again: visual, visual, visual. Audiences interact with images, and it’s the first thing that will draw a reader in, so don’t skimp, and use pretty images to tell the story.


A tale as old as time. You will never be successful if you’re always behind the eight ball. Set yourself up for success, whether it be committing to a social content calendar, using your editorial calendar more, or just organizing your thoughts. There’s no silver bullet, do what works for you.


A personal montra of mine, so I was happy to hear it said. Social media in some ways is your brand’s window to the world. Why would you just throw whatever content up you could find without thinking of how it represents your brand?


I think we all know this. But sometimes it’s just nice to hear that you’re not the only one whose marketing campaign gets stomped on every now and again.


I’ll admit, sometimes I’m the first person to jump to saying no to a request for social media. But I’m getting better at quickly reevaluating that initial thought, and finding a better solution: I don’t think that piece of content is appropriate for that social media channel, but it would be a great fit on this one. Work with the many different areas of the university to make the content and the communications work for you.


Lead your own conversations, don’t follow. The conversation is happening all around you, so make sure you steer it where you want it.


Another huge theme of #socialfresh was repurpose, and I love how Jason Miller from LinkedIn said this. Evergreen content isn’t old since it’s been posted for a bit, just pre-loved. So why don’t we repurpose that content and give it another round of love.


Retweet After Me: Week of Feb. 13, 2013

Here’s this week’s roundup of need to know social media news. Enjoy!

Understanding Facebook’s EdgeRank by Cara Tarbaj

A recent controversy over average Facebook Page reach led Facebook to publicly announce the four main factors it uses to determine the reach each Page post gets. Reach refers to the number of your Facebook fans (users who Like your Page) who see each of your posts in their News Feed. [ Read More ]

How Vine Is Beating Cinemagram by Chris Taylor

GIF creation app Cinemagram has seen a significant uptick in interest — but is losing the battle of the buzz to its upstart rival, Twitter’s six-second video app Vine. [ Read More ]

Are You in the 1 Percent? LinkedIn Congratulates Its Elite Members by Todd Wasserman

LinkedIn has tapped into the inherent narcissism of social media communication for a very successful program notifying its elite members of their eliteness. [ Read More ]

5 Social Media Service Tips by Ernan Roman

The Challenge: In the past, brands addressed customer service issues by way of a primary channel — the ‘call center.’ But now, companies must also monitor, respond, and engage in a variety of social channels. [ Read More ]

Doctors treating patients for social media addiction

Are you addicted to social media? It may be a real problem! Doctors are treating patients for it. A study by the University of Chicago last year found social media can be even more addictive than cigarettes and alcohol! [ Read More ]

Retweet After Me: Week of Feb. 5, 2013

This week’s resources include, planning your web presences for a crisis, some Facebook and LinkedIn tips, and fake Twitter followers and what we should do as brands.

Are You Ready? Web Operation Planning for Crisis Situations by by Matt Herzberger

April 17, 2007 – What is the significance of this date? Probably the most important date in the history of university crisis management planning. In case you are still unsure, April 17, 2007 was one day after the Virginia Tech shooting. It was a day that most universities’ communication vehicles were woefully unequipped to deal with crisis situations. [ Read More ]

New LinkedIn Profile Changes Made Easy by Marla Tabaka

Last week I received an e-mail saying that my new LinkedIn profile was ready for updates. Rolling my eyes I thought, really? Didn’t we just do this? Meeting yet another profile change with resistance was obviously my first reaction, but, truthfully, this time LinkedIn did most of the work for us. [ Read More ]

Millennials Up Their Time Online

Online Americans spent slightly more than one day a week online last year, increasing their average online time by 3 hours to 26 hours, per results from a WSL/Strategic Retail study. Though the amount of time spent online was relatively consistent among age groups, Millennials (16-34) markedly increased their average internet consumption from the previous year, up 25% to 25 hours a week. Gen Xers (35-46) and Boomers (47-65) increased their average time to 26 and 27 hours per week, respectively, while Seniors (66+) held steady at 25 hours. [ Read More ]

A Facebook cheat sheet for brands by Michael Sebastian

Many companies are rushing to try and jump into social media because they feel tremendous pressure to prevent being left behind. Most of us have moved past the need to make a business case for social media and into the era of “needing” social media as part of our overall marketing mix. The statistics on social media adoption are astounding. A recent study found that over 90% of marketers indicate that social media is important for their business. This is a drastic shift from where we were even just a short 2 years ago. In the same study, more than half of the respondents had less than 1 year of experience in social media. [ Read More ]

Should brands worry about fake Twitter followers? by Isra Garcia

I recently received a list that included the “top fake artists” who bought followers on Twitter. It included many widely known electronic music DJs with their stage names and Twitter accounts.[ Read More ]