"Social Media has become an integral tool of marketing, education, and communication. In this three-hour workshop, participants will learn about the many ways social media is being used at Queen's University. Our guest experts will share time-saving tips, tools and best practices to help you design and deliver a creative social media communications plan, purpose-built to effectively engage your audiences and support your marketing goals." This presentation was given as an elective workshop for the Administrative Professionals @ Queen's Master Certificate on April 2016

1. Social Media
April 2016
Annalisa Boccia
April 2016

2. Social
Stats

3. 1.59 billion
monthly active users
on Facebook
320 million
monthly active users
on Twitter
400 million
monthly active users
on Instagram
( All numbers
as of Dec 2015)

4. 58 thousand
likes on Facebook
41 thousand
followers on Twitter
14 thousand
followers on Instagram
as of April 20 2016

5. Facebook remains the most-used social media brand among all-ages
edisonresearch.com/the-infinite-dial-2016
Millennials spend more than 2.5 =mes as many minutes in Facebook
as they do in Snapchat. (Instagram is a very close third.)

6. Social
is
MOBILE
Globally, almost half
of all Facebook users
are‘mobile only’

7. How Queen’s is using
Social Media

8. “If a person contacts you in a venue of their
choosing, you should do your very best to
answer their ques=ons in that venue”
@JayBaer
Customer
Service

9. @queensuPPS
Customer Service

10. Educational
W.D. Jordan Library Special Collections and Music Library
@jordan_library

11. Fun
@QUartsci

12. @ResLifeQueens

13. Throwback Thursday
@QueensEngineer

14. @queensualumni
Live Tweet Events

15. Used the opportunity to have some fun with a fake award
quickly put together using imagechef.com

16. How to STAND out

17. Be consistent and active
• Everyone is different, it is
important to experiment
with different frequencies
for each platform
• Only start a presence if you
have TIME to manage it

18. Keep it
short and
easy to
consume
Tweets with fewer than
100 characters get 17%
more engagement
Facebook posts with 40
characters earn 86%
more engagement than
longer ones

19. Think MOBILE

20. On MOBILE
it is a
VISUAL
language

21. Use high-quality images
@queensipo

22. Use Landscape images

23. Text on Images

24. Video is quickly becoming the main way
in which people view content
Use Video

25. In Q4 of 2015
hours of video are watched
a day on Facebook
1.59 million

26. Use Video
• Video is the most engaging and memorable media form
factor (FIVE times more engaging than text)
• Short (under 3 minutes), use eye-catching movement
• Tell a story, testimonials, evoke emotion

27. The bottom line:
if there’s too much
NOISE
people stop paying
attention@GaryVee

28. Platform Specific Tips & Info

29. Facebook

30. On any given day each
user could potentially see
1,500 possible stories

31. There is more and
more information
each day for us to
consume but only
so much time

32. What Facebook wants to do is
connect people with the stories
that matter most to them
News Feed Ranking algorithm

33. Use
native
video
#1

34. Facebook Video:
- Videos uploaded
natively will get the
best organic reach
- Oil thigh video - 10 K
views vs under 4
thousand on YouTube
Tips to increase views:
- Select the best
thumbnail or upload
your own
- Add title
- Video tags will help
your videos become
more discoverable
- Add closed captions

35. • Write 2-3 sentences to set up your content, then copy and paste your
link and let Facebook bring in the picture
• You can change that picture from the ones that it's automatically
brought in - needs to be sized to 1200 x 630 pixels
Links and Images#2

36. #3 Use Facebook Insights
• See which posts are preforming the best
• Who is watching your videos and reading
your posts and adjust your content

37. Use a Cover Photo
• Change it up frequently!
• Cover image specs: 828 pixels wide by 315 pixels high
#4
hubspot.com

38. Timeline image: 1200 x 900, Max upload size 1200 x 1200
- For best results, upload an RGB JPG file less than 100KB
- Images with a logo or text may be best as a PNG file
Size your Images#5

39. • Call-to-action buttons link to any destination on or off Facebook
• Can select from a group of call-to-action buttons: book now, contact
us, sign up, watch video, use app, play game, shop now
Set up your call to action#6

40. Twitter

41. search.twitter.comUse the
search
capabilities
#1

42. In-stream photo: 1024 x 512 (2:1)
- Max file size of 3MB for photos, can be JPG, PNG, GIF
- When adding text to images, make sure that all of your text has a 100
pixel buffer on either side and a 10-pixel buffer on the boZom
Size your Twitter Images#2

43. Watch text positioning#3

44. Upload four photos#4
Bonus ;p: You can iden=fy/tag the people in the photo,
and this will not count against the 140 character limit

45. • Brand your account
• Include a photo or a logo
• Twitter Bio:
• Use keywords
• Link back to your site
Brand Your Profile Photo#5
Profile Photo: 400 x 400 (displays at 200 x 200)
- Max file size 100KB; Use JPG, GIF, or PNG

46. Twitter Header Photo
Header photo: 1,500 x 500 (3:1)
- Max file size of 10MB
- Use JPG, GIF, or PNG
#6

47. - Keep a buffer or “safe” zone of 55px at the top and
boZom of the graphic
- Keep important key items like logos, phone numbers
or website urls away from the edges

48. • Use short URLs for links (bit.ly)
• RT content that you find interesting
• Comment on others’content
• Set up a #hashtag before events
Do:
Don’t:
• Use too many #hashtags
• Spam people asking them to follow you
• Use Twitter as a broadcast tool
• Link your Twitter & Facebook accounts
Final Twitter Tips

49. Instagram

50. • Photo Size: 1080 x 1080, scaled to 600 x 600 pixels
• Can upload portrait & landscape oriented photos and
videos (Aug 2015). 1 min videos (Mar 2016)

51. Use simple and beautiful images
Use a short caption
Use multiple and relevant hashtags
#3
#2
#1

52. Curated Content
• Content by Students & community
• Always tag them and give them credit

53. On Campus
Look for images that will have broad appeal

54. Around Kingston

55. Around the world
Showcase Queen’s pride

56. Seasonal Images

57.
Tools

58. queensu.ca/imagebank
Queen’s Image Bank

59. unsplash.com
Unsplash
Free (do whatever you want) high-resolution photos

60. • Great tool for creating quick images with text
• Resize easily for popular social networks
• Can use stock images or load your own

62. Photo Editing Tools
Snapseed
• Tune image
• Straighten
• Selective adjustments

63. Photo Editing Tools
Over
• Free to download
• Add text and illustrations
• Over 300 fonts and over 800
illustrations
• Can pull in free images from
Unsplash

64. Collage Tools
• Put your favourite
photos together to
make a collage
• Formatted for
Instagram
LayoutPicFrame

65. TweetDeck
Monitoring
• Monitor multiple timelines in one interface
• Schedule tweets to be posted in the future
• Manage a Twitter account with multiple people

66. Hootsuite
Monitoring
• Manage 100+ social networks
• Share tasks with Team Members
• Analyze performance

67. Social Media Calendar

70. Social Media Calendar
1. Decide what kind of calendar you want to have; printed
calendar, Word, Excel, online tools (Trello, Buffer)
2. Mark important dates (i.e. Orienta=on, Exams, Convoca=on)
3. Decide when to post (dates & =mes) & what pladorms to post on
4. Write out your content
5. Gather/create your assets (links, images, videos, etc.)

71. Measurement

72. Facebook Insights help you to see how well your page is
growing and provide helpful metrics so you can determine
what types of content your audience likes best

73. - Get a view of exactly what's happening with your posts:
- See what time of the day your posts are getting the most engagements
- See which day of the week is the best to post

74. analytics.twitter.com

75. • To export the data, you can select Export data
• Up to three month increments
• .csv file can be viewed in any spreadsheet software

77. Engagement:
Total number of interactions with a tweet or post
(How many people have liked, commented, shared,
or clicked on an actual post)

78. Advertising Budget

79. Ad Budget
• You don’t need a huge budget
• Don’t click the ‘boost’ buZon on Facebook
• Use Ads Manager to be able to target
✦ The more narrow you can make the
demographic the beZer
✦ Place your ads in front of people who
are interested in it
• Keep text short (under 90 characters)
• Promote videos (under a min)
✦ Be sure to cap=on videos

80. Ad Budget
• Promoted Tweets are tweets that you paid to show up for specific
users you have targeted
• Be sure to use targe=ng par=cularly:
• demographics (loca=on, gender, languages, etc)
• keywords (include hashtags and related words)
• username
(shows your tweets to the users that follow specific accounts)

81. Questions