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efforts, choosing news items, links, videos, photos and other resources on an as-needed basis. The goal is not to post a large quantity of content, but to choose quality content that would be of interest to the audience, and that either strengthens the image or recognition of the brand or has some form of follow up for readers, such as a program they can participate in or information they can use in their lives. It is recommended that program specialists work with CMD staff to identify suitable content and topics for use with the main HU social media accounts, as opposed to working through separate accounts. As program specialists become more familiar with each platform, audience and tactics, they can be set up as administrators on the accounts to post new content and interact with users. On Facebook, any user connected to the HU page (formerly fans) can post news, information, links, photos and videos to the page’s wall. Posts made show up with the user’s name. However, users can also be made administrators, which allows them to post as HU. Either way is acceptable, depending on if program specialists want to post as themselves or as HU. Although channelling all content through one account means a mixed-content type, there are several advantages to this approach. • Shared audience. Since HU already has a built-in audience with its main page, there is no need for a program area to build a new audience from scratch, but can instead add to the existing one. • New audiences. Content will now reach a much broader audience base and potentially attract new interest due to cross marketing programs. • Consistent activity. More sources mean more content and a more active account. This is a key component of social media and keeping messages in front of users. The channel remains consistently active with all program areas’ content. • Shared knowledge base. With the CMD staff working with program specialists and maintaining the social media accounts, there is a consistent, shared knowledge base. As new platforms and technologies become available and one person learns it, it is easier to integrate the technology extension-wide and take advantage of the changes for every content type that makes sense. • Consistent personality. Excited and enthusiastic. Helpful and friendly. Personal and engaging. Professional and reliable. These are all traits stakeholders should see in the online, social personality of HU. One main content stream allows for a consistent HU personality, strengthening the personal connect with stakeholders. Note: All HU Facebook pages should have a CMD staff member set as an administrator in case of changes in staff. This also allows CMD staff to check page usage for reporting, as well as suggest features that may benefit the page.
Overview Twitter is a micro-blogging platform in which users can quickly and easily send 140-character updates; link to photos, videos or stories; and reply to other accounts. Twitter is ideal for engaging with users in real time and keeping a consistent stream of content flowing to interested parties. Due to the ease-of-use sharing capabilities, Twitter is also beneficial for spreading news to an audience. CMD usage HU is currently using one Twitter account, most of which push out news and information through a manual system. CMD proposes to open a multitude of accounts with automatic posts to be used as an engagement tool. Accounts should look like(only ideas):
Automatic posting Twitter.com/HUNews Twitter.com/HUEvents Twitter.com/SpendStudySmart Manual posting Twitter.com/HU Twitter.com/HU4HELPING
Audience The audience of the @HU account (the only account manually posted to by the Corporate Comm team) includes followers mostly from department communities. Additional followers should include statewide media and other statewide universities. The audience should be continually monitored for changes and active followers. Tactics As a general rule, posts follow a “rule of thirds” — one-third retweets (re-posting of someone else’s post), one-third links (often direct to our websites or news) and one-third interaction with other accounts. Through posting and tone, the account is given a personality, or voice, so followers know a person is behind the account and can be engaged. o Engage followers: Effort is made to quickly answer questions and provide direction to resources, as well as actively “talk” with followers and provide feedback, comments or general conversation. o Brand cross-promotion: Special attention is paid to retweet news and comments from other HU accounts, such as @HU4HELPING or @HUNews, to strengthen the focus on other department Twitter accounts. o Highlight news/activities/events: Share information and links for upcoming events and activities or news related to the audience, both statewide and regional. o Retweeting/link sharing: Links and updates of followers are retweeted and shared. This helps keep the account active, and builds relationships and brand recognition with followers. o Push media mentions: As HU staff and experts are used as media sources, links to stories are shared to promote the brand in third-party outlets. o Follow trends: Using Twitter is an excellent way to follow trends and topical conversations to help guide content and news resources. Use searches and hashtags to find relevant posts.
Overview Facebook is a social networking website which allows users to become “fans” of pages and follow the page’s activity, share the page’s content and interact by commenting on the posts. Pages can be set up by businesses or organizations and used to post news, events, links, photos and video. Pages offer some custom usability as well. CMD usage The CMD or Corporate Comm team maintains a single Facebook page for HU. Other HU-related pages are maintained by other teams (such as each department). The HU page has one administrator who posts all the content and utilize features such as custom tabs. The page is used to share news, events, links, photos and videos that highlight past, current and future items, as well as a look at the HU organization, such as the people and activities behind it.
Audience The audience on the Facebook page consists of more than 24,644 fans (Mar 8th, 2012, thanks to Nat & Sha heehee), consisting of HU staff, HU students and HU stakeholders (67 percent female, and more than 50 percent in the 25-to-44-year-old age range). Tactics One goal of N&S(CMD) is to give HU Extension a voice or personality through the use of Facebook, offering a way for users to engage and talk back to HU. The Facebook page could be used to showcase a “behind-the-scenes” look at HU, including videos and photos of activities and events. Audience-relevant news and information is also posted or shared. o Engage followers: Effort is made to quickly answer questions and provide direction to resources, as well as actively “talk” with fans and provide feedback, comments or general conversation. o Photo/video posting: Facebook is a media-rich site, and as such, N&S makes use of the various video- and photo-sharing abilities on the HU page. Videos and photos shared are either uploaded and unique to the Facebook page or linked from other sites, such as HU video site. o Custom tabs: Custom tabs (different sections of the page) are developed and used to highlight particular information (e.g. “It Starts With HU” campaign). The tabs are used as landing pages for new visitors, as well as areas to collect similar information into one resource. o Highlight news/activities/events: Share information and links for upcoming events and activities or news related to the audience, both statewide and regional, as well as share information post event. o Push media mentions: As HU staff and experts are used as media sources, links to stories are shared to promote the brand in third party outlets. o Push store materials: Relevant store items are promoted and linked to, usually timed to tie to an event, news, etc. o Highlight trends/topics: Portions of hot topics that are relevant to the audience are promoted and shared, linking to resources and news. o Brand cross-promotion: Special attention is paid to share news and resources from other HU accounts to strengthen the focus on other departments. o Community page interaction: As community pages relevant to HU Extension are identified, attention is paid to using keywords that pushes the content out to those community pages.
Overview YouTube and Vimeo are two of the top video sharing websites. The sites allow a person to upload videos that can be viewed, commented on and rated on the site itself, or embedded to other websites. CMD usage N & S(CMD) should utilize platforms for video sharing, often uploading videos to either sites simultaneously. We could develop HUYouTube and Vimeo channels to be used primarily as a video hosting site, as video is embedded as content on HU webpages or shared through other means. CMD does not actively promote the two channels, though it will occasionally use the sites as a convenient way to link to videos via Twitter or Facebook. Audience There is not a defined audience on the video-hosting sites. All HU videos should be housed here for all program areas and audiences. Tactics In addition to embedding video on HU webpages, CMD could also maintains a separate video site for public and staff use. The HU video site includes most HU-produced videos. The site allows CMD to spotlight new or key videos, as well as allows users to search by category and rate and comment on videos. Note: Currently no all videos are uploaded to the HU video site or YouTube or Vimeo accounts. Some videos, such as an event behind-the-scenes video, may be uploaded and promoted on just Facebook or similar platforms, depending on intended goals and audience for the video. Staff videos Videos shot by staff in the field, such as with a Flip video camera, can be uploaded to Facebook pages, such as the HU page, or to YouTube, where it can be linked to or embedded on any Web page.
Overview Blogs are a great resource to provide a continuous stream of information, often information not delivered via news release or other means and typically focused on a niche topic. Blogs are more conversational and stream-of-consciousness, frequently linking to other sources and incorporating photos, video, charts and other visuals. Blogs enable readers to comment on individual posts and engage in conversation. CMD usage HU has not started to maintain a portal site but when we do we should start several active blogs focused on niche topics. The blogs are authored by program specialists within a particular topical area and not CMD staff. However, CMD staff does help with promoting the blogs through other social media outlets. The blogs include:
Spend Smart. Learn Smart. Managing Tough Times HU 4-H Volunteer HELP Short courses Center HELP President’s Blog HELP Film and Dance
Other blogs (e.g. http://www.edutech.my/top-5-edu-bloggers-that-you-must-not-miss/) may be and can host, written and maintain on other HU-related websites. The CMD team actively promotes all HU-related blog resources. Audience Each blog’s audience will depend on the topical area, but also the promotional strategies. Through linking on other social media sites and incoming traffic from other blogs and websites, the potential audience for a blog can quickly expand.
Overview Whether you’re promoting awareness of a certain cause, want more traffic to your blog or are promoting your business, Pinterest offers a unique opportunity to get your message out there through the use of images. Another great thing about Pinterest is that you don’t need have to have a lot of followers to be seen. Pinterest is a very open website and people are always searching for images and topics of interest, so it’s easy to get started right away. Tactics 1. URL / Logo on Your Photos Consider adding a little logo or URL to the images we place on our website. That way, when people pin our content or you pin your own, the source is immediately visible. Just make sure to keep it rather subtle. We don’t want to take away from the quality of our image as that may reduce the numbers of shares. 2. Suggest Gifts One of the things you may have noticed searching around Pinterest is that they have a gifts category. You can pin a gift idea simply by putting a $ amount in the description of your pin. When you enter the dollar amount, it is automatically added to the image and it will be listed in the gift ideas too. 3. Photo Contests Have fun with Pinterest and try running a photo contest. For example, if you sell craft kits or some type of DIY project kits, invite your customers to post their results photos for entry into your contest. Display the photos in a special photo contest board. Or if you’re promoting a cause, have people submit photos on what the cause means for them and display the photos. 4. Sweepstakes Many companies are creating “Pin it to Win It” sweepstakes giveaways. In some cases, they, get people to repin an image with a specific description. In many of these contests, the winner receives the prize in the picture or you can come up with another prize if you’d like. In others, companies are asking their customers to create a board of their favorite products and enter it for consideration in the contest.
5. Coupons Create some attractive and hard-to-resist coupons that can be repinned and shared on Pinterest. You can create your own coupon and add a “Pin It” button to your coupon page. You can also look at sites like groupon.com who encourage the social sharing of coupons. Again, you can post your own coupons directly and encourage repinning. Have fun with your coupons by adding humor and more. Just make sure the images are relevant to your offer. 6. QR Codes
If you have a collection or QR codes, create a board for them and add new ones when you have them. Just make sure to include a good description and categorize your board, so they’ll be easily found. Or if you’re a blogger, who connects your followers with great information, collect QR codes from around the web that would interest them. 7. Collaboration Pinterest provides amazing opportunities for collaborating. You can invite people to contribute to your boards for a specific event or project. You can add contributors whenever you set up a new board or you can add them by editing your existing boards. Why not showcase the development of your next product or slowly leak details about an important upcoming function? You’ll build buzz and hopefully get better results in the process.
Overview A free micro-blogging service, Tumblr doubles as a social network with a built in audience of 6.6 million users and growing – many of whom may not have heard of your company, visited your website, read your blog, or followed your Facebook and Twitter pages. Tumblr is gaining popularity among a younger crowd. For traditional companies trying to build relationships with that audience, Tumblr is winning points among social marketers and public relations in forging relationships with new consumers who they hope will become new customers. With 6.6 million users, nearly 17 million blogs, and 1.5 billion monthly page view and growing by 400 million more pages every week, Tumblr shows no signs of slowing down. How User-Friendly Is It? Its straightforward usage is definitely what hooked many to jump onboard the Tumblr train. For starters, it’s very easy to set up, though you’ll probably spend time customizing its appearance to match your existing branding efforts. Here you have a good list of available templates and on-page elements to choose from and modify. Either that or if you have HTML skills, you can code the site for better personalization. Once set up, you can simply go to the site to craft your posts, or if you’re on the go, there’s a Tumblr app for the iPhone, Blackberry and Android you can use. Aside from these, you can post your entries via e-mail, or you can even call a number to record an audio post. Moreover, you can configure Tumblr to cross-post your every entry to your other blogs on Blogger, WordPress and LiveJournal, to social media sites like Delicious, Digg, or to video sites Vimeo and YouTube. Naturally, you can also share your posts on Facebook and Twitter, or you can do RSS redirects via FeedBurner. Marketing with Tumblr First and foremost, realise that you are creating an identity through your microblog. Think carefully about who you are and what message you want to convey. Tumblr will become part of your brand; your own trademark for your products and services. Remember this each time you post. It is a good idea to create one username for each account at various social networking sites. It will be much easier for users to find you all over the web if you stick with one name. Remember that on Tumblr, your identity is seen as a human, not a business. So be unique, friendly, and talk directly to your target market. Make deep connections – the most effective form of promotion. Many companies have achieved far greater success utilising a microblog like Tumblr than they have spending hours negotiating with the restrictions on Myspace or Facebook. Tumblr provides an excellent opportunity for Internet Marketing in a simple format.
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