Top Twitter Takeaways from UT’s Social Media Week

Leading up to Social Slam 2012, the University of Tennessee, Knoxville, School of Advertising and Public Relations hosted Social Media Week. This two-day event featured presentations, panels and interactive sessions with social media experts from companies like Scripps Network Interactive, Cox Enterprises, McCormick & Company, Inc., and Dell(home of the splendid Social Media Command Center).

The digital world is growing and re-shaping public relations, marketing and advertising – not to mention communications in general. A new report cites 39 percent of Americans spend more time socializing online than they do offline.

An event that would typically cost hundreds for professionals to attend, UTK provided this learning experience geared toward students to teach best business social media practices.

Thanks to the beauty of Twitter and the hashtag (#), those not in attendance could still absorb great information. Search #UTSMW  on Twitter to view tweets related to the event. Many of the sessions are available online to view at Ustream, but if you don’t have 8+ hours to watch every session, don’t worry…DVL has compiled our top 15 Twitter takeaways below:

Twitter: Go where the people are and build your message there. #utsmw -@UTSMW

You can’t always expect your entire audience to be seeking you out.

Twitter: Listen. Engage. Act. You have to do all three, and you have to do them in order. #UTSMW

Find out who’s talking and what they’re saying. Interact with content that they’ll care about. Use feedback to better serve them.

Twitter: Not every social media platform is appropriate for every audience. @kgranju #UTSMW

Believe it or not…not every business “has to be on Facebook.”

Twitter: Purposeful Edutainment: don't tweet just for the sake of doing so. "It's about conversation." -@adamcb #utsmw

Have a plan and strategy in place.

Twitter: "@elizhendrickson @adamcb says new SM metric is "PTA" (People Talking About it), not impressions. #utsmw" Don't collect fans, engage fans! -@camimonet

Don’t focus on the number of “Likes,” but the quality of engagement.

Twitter: Social media has expanded customer service even further. Sorry businesses, you cacn't escape. #utsmw -@utsmw

Showing them you care – in real-time – can go a long way.

Twitter: Final word: Social media lets companies get past "the velvet rope" and reach clients they might not have been able to otherwise. #utsmw -@utsmw

Discover a whole new world of engaging with customers and clients.

Twitter: EdgeRank is how Facebook has figured out who your close friends are (and why you no longer see "that girl from high school"'s posts). #utsmw -@utsmw

Facebook’s algorithm decides which posts you get to see in your news feed – and where they show up.

Big underestimation... Twitter: Facebook contests can be surprisingly complicated to run. A "like" is not equal to a vote. #utsmw -@utsmw

Facebook has strict rules about how you can conduct contests, giveaways and sweepstakes on its platform.

Twitter: Now in a psychology class where it is impolite to Tweet during speakers/presentations #feelingdefensive of #UTSMW -@CaitlinBradley

Remember, not everyone was born with a smart phone in hand…

Twitter: Great quote! "For this generation, a retweet from an athlete is like an autograph" @tomsatkowiak #utsmw

From the “Social Media Use of UT Athletics and Policies for Student Athletes” session

Twitter and College Sports: Top twitter football page is Michigan w 86,000 followers. They put a hash tag on their field to raise awareness. UT is 20th w/ 21,000 #UTSMW -@ErinWhiteside

Michigan’s “Big House” is the largest college football stadium.

Twitter and College Sports: On a side note, if you're aching to see that Pat Summit tribute again, here it is, courtesy of @Vol_Sports's: http://www.youtube.com/watch?v=pYqHMcn_Fbw #utsmw -@UTSMW

Had to share this touching tribute to Pat Summitt, “Chances,” from the UT Athletic Department:

And just for fun…

Twitter: This is hilarious! Thanks #UTSMW http://www.youtube.com/watch?v=JUs7iG1mNjI -@Holly_Kane

Katie Couric to NBC “Today” show producer, circa 1994: “Can you explain what Internet is?”

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Timeline for Brands: Quick Guide to the New Facebook Pages

Facebook launched new Facebook brand pages this morning – not on Facebook – but on the Today Show. The new pages take on the same look and similar features as individuals’ Timeline profiles. For instance, now on the social media site, brands can set milestones, star stories to highlight them within the timeline and upload a cover photo (but be sure to follow the rules).

The new format allows brands to not only pin important items at the top of their page, but to “rewind” and share details and photos from throughout their history.  This allows businesses and organizations to really tell their story. Journalists know storytelling is effective in capturing audiences, so if you haven’t already, follow their lead and personalize your brand.

One of the intriguing features is that your friend activity is highlighted on the new brand pages. For example, I went to the Coca-Cola page and my friend’s October 2011 status update, which included “Coke,” showed up near the top of Coca-Cola’s timeline. I left the page, went back, and a December status update from one of my other friends was highlighted. This sounds great in theory – but what if my friend had said something negative about Coke? Can Facebook weed those out? It’ll be interesting to see how this plays out on different pages.

The friend activity is one example of how Facebook is placing more prominence on engaging activity, such as conversation and community building, rather than simple “Likes” of a brand page. Along the same lines, the simple “like” buttons for status updates, photos, etc. are changing. Now, users can have the option to “read,” “watch,” and “listen to,” something.

One feature lacking from the new pages is the ability to set a landing tab, which has ruffled feathers for some businesses and organizations who feel landing tabs are effective. We at DVL are looking into ways for businesses to best utilize the new pages and will virtually attend Facebook’s first ever Marketing Conference, “FMC,” today to learn more.

Facebook says all pages will be forced to change to the Timeline format on March 30, 2012. Will you be ready? Below is a list of some brands who have switched to the new Facebook page Timeline format.

List of Brands Using the New Facebook Pages for Timeline

Products:

Stores/Retail:

Entertainment/Media:

Other: