MIT Connect Blog http://www.qingu12.top/ en Tue, 08 Oct 2019 16:36:32 -0400 Wed, 09 Oct 2019 12:59:04 -0400 Dealing with Trolling http://www.qingu12.top/blog/dealing-trolling This past year (2018-19), a few members of the MIT community experienced some fairly serious trolling on social media. The online harassment was not directed at any DLC in particular, and did not... Jenny Li Fowler http://www.qingu12.top/blog/dealing-trolling Tue, 08 Oct 2019 16:36:32 -0400 MIT Connect Blog <p>This past year (2018-19), a few members of the MIT community experienced some fairly serious trolling on social media. The online harassment was not directed at any DLC in particular, and did not take place on a DLC-owned social media channel. Rather, they were instances where a staff member or student experienced trolling related to personal opinions they expressed on their own digital platforms or social media channels.</p> <p>Trolling, as defined by the Merriam-Webster dictionary, is to “antagonize (others) online by deliberately posting inflammatory, irrelevant, or offensive comments or other disruptive content.”</p> <p>Because the recent incidents were personal online attacks, I will not share details in this blog post. But I do want to take this opportunity to reiterate some best practices for the MIT community related to personal social media use.</p> <p><strong>Respect your audience, MIT, and your coworkers.</strong></p> <p>When posting on your own social media, be clear that the views and?opinions expressed are personal, and do not represent the official stance or policy of MIT. But even when you are clear, understand that your?audience may still attribute your comments to MIT, so be mindful of how they will reflect on the Institute and?its reputation. Here are MIT’s policies on?<a href="https://policies.mit.edu/policies-procedures/90-relations-and-responsibilities-within-mit-community/91-personal-conduct-and">personal conduct</a>,?<a href="https://policies.mit.edu/policies-procedures/90-relations-and-responsibilities-within-mit-community/93-racist-conduct">racism</a>, and?<a href="https://policies.mit.edu/policies-procedures/90-relations-and-responsibilities-within-mit-community/94-harassment">harassment</a> for your reference.</p> <p><strong>Be the first to respond to your own mistakes.</strong></p> <p>If you make an error, be up front about your mistake and correct it quickly. If you modify an earlier post, make it clear that you have done so. If someone accuses you of posting?something improper, such as their copyrighted material or a defamatory comment about them,?deal with it quickly. It’s better to remove posts immediately to reduce the possibility of a legal action than to let things linger.</p> <p>Most social sites have their own rules, policies, and procedures, and you will likely?be required to accept their terms of service before you can begin to use them. It’s always good?to familiarize yourself with these rules so that you can be sure you are able to comply with them. For instance, Twitter has clear policies on what it deems to be violent threats, abuse, and hateful conduct, along with many other rules and guidelines.</p> <p><strong>Follow MIT’s policies and procedures.</strong></p> <p>MIT’s?<a href="https://policies.mit.edu/policies-procedures">Policies and Procedures</a>?provide advice to MIT staff, faculty, and students who use social?media to promote an MIT event, initiative, or academic program. If the trolling extends to any type of in-person contact on campus, it should be <a href="https://police.mit.edu/report-crime-accident-or-incident">reported</a>. It is MIT’s policy to protect the rights of all individuals and to safeguard the welfare of everyone in the MIT community.</p> <p>There is no clear policy on how DLCs should respond if a staff member or student is being trolled online. It is possible that if a DLC gets involved or comments publicly in any way, that could further incite or motivate the harasser. I do not recommend DLCs engage or intervene in any way on a public platform.</p> <p>One step DLCs have taken in the past is to remove the person’s contact information from the DLC website upon the request of the targeted person. Any steps taken should be done in consultation with the person being trolled.</p> <p>These things are never cut and dry. Social media managers are encouraged to contact me to talk through these incidents on a case by case basis, and consult with other colleagues across the Institute as needed.</p> MIT Social Media Hub http://www.qingu12.top/blog/mit-social-media-hub In January 2019 we unveiled the MIT Social Media Hub, which is a refresh of MIT Connect. We renamed the site for better searchability — Looking for MIT social media? You got it! We also wanted it to... Jenny Li Fowler http://www.qingu12.top/blog/mit-social-media-hub Mon, 14 Jan 2019 14:25:58 -0500 MIT Connect Blog <p><span style="font-size:14px;">In January 2019 we unveiled the <a href="http://www.qingu12.top/">MIT Social Media Hub</a>, which is a refresh of <a href="http://www.qingu12.top/blog/new-mit-connect">MIT Connect</a>. </span><span style="font-size:12px;"><span style="font-size:14px;">We renamed</span></span><span style="font-size:14px;"> the site for better searchability — Looking for MIT social media? You got it! We also wanted it to be more reflective of?what you’ll find on the site: MIT social media content, channels, and best practices.</span></p> <p><span style="font-size:14px;">When MIT Connect was launched in 2012, it was one of the leading social media aggregate sites of its kind. However, since its launch, social media platforms kept evolving by offering new options, changing security settings, and updating APIs. With every change and update, the social content wall kept breaking, and Google Analytics showed us there were many pages that were not getting visits. In a medium where trending topics usually last an average of eleven minutes, it was time for an update.</span></p> <p><img alt="" src="/sites/connect.mit.edu/files/ConnectWall%20copy.png" style="width: 600px; height: 343px;" /></p> <p><span style="font-size:12px;"><span style="caret-color: rgb(0, 0, 0); color: rgb(0, 0, 0); font-family: Calibri, sans-serif; text-size-adjust: auto;">MIT Connect social wall prior to the refresh</span> </span></p> <p><span style="font-size:14px;">The most noticeable change is to the social content wall. We are using a third-party solution, <a href="https://stackla.com/">Stackla</a>, to aggregate the wall. We chose Stackla over other programs for three main reasons. We liked the look and feel of the layouts it offers, </span><span style="font-size:11px;"><span style="font-size:12px;"><span style="font-size:14px;">the large</span></span></span><span style="font-size:14px;"> number of accounts it can potentially pull content from, and its search function. I invite you to try the social wall search function!</span></p> <p><span style="font-size:14px;">We do curate the wall, but it pulls from almost 240 Facebook, Twitter, Instagram, and Youtube accounts that belong to </span><span style="font-size:11px;"><span style="font-size:12px;"><span><span style="font-size:14px;">MIT</span></span></span></span><span style="font-size:14px;"> department, labs, and centers.</span></p> <p><span style="font-size:11px;"><span style="font-size:12px;"><img alt="" src="/sites/connect.mit.edu/files/hubwall.jpg" style="width: 600px; height: 333px;" /></span></span></p> <p><span style="font-size:12px;"><span style="caret-color: rgb(0, 0, 0); color: rgb(0, 0, 0); font-family: Calibri, sans-serif; text-size-adjust: auto;">New MIT Social Media Hub wall</span></span></p> <p><span style="font-size:14px;">We also streamlined the directory by eliminating the landing pages for every directory entry and just keeping it to a list, since we learned through Google Analytics that the landing pages were not getting any visits. We also added a video submission form, where MIT social media managers can suggest video content for consideration for the main MIT social media channels.</span></p> <p><span style="font-size:14px;">With the Social Media Hub, we aim to reveal MIT’s culture, share the latest news and events, showcase academic programs, and welcome a global community.?</span></p> The Power of Organic http://www.qingu12.top/blog/power-organic There is so much information out there about paid social media. One might even feel pressured to pay to play. I thought I’d offer a voice in support of non-paid social media. At MIT we have a purely... Jenny Li Fowler http://www.qingu12.top/blog/power-organic Fri, 02 Nov 2018 13:23:25 -0400 MIT Connect Blog <p>There is so much information out there about paid social media. One might even feel pressured to pay to play. I thought I’d offer a voice in support of non-paid social media. At MIT we have a purely organic strategy, and I think it could work for you, too.</p> <p>Since I started working at MIT in November 2015, we’ve grown our Twitter followers almost 4x, our Facebook page likes 0.5x, and our Instagram followers around 7x in size, and we have never boosted or paid for a post. Ever.</p> <p>As of October 2018, our follower totals are:</p> <p>Facebook: 1,119,974</p> <p>Twitter: 969,090</p> <p>Instagram: 86,400</p> <p>By no means am I suggesting that I alone am responsible for this growth. It truly has been a team effort. However, I am saying with confidence that we have built our social media audiences organically. To be transparent, I have no budget. At first, I had no choice but to build a purely organic strategy. But now, it IS a choice, and I do defend our “organic only” approach when the conversation arises to potentially boost a post or pay for social media in the event of a really big announcement.</p> <p>I realize there are some obvious facts at play here. MIT is a very strong global brand. If we make a big announcement, people are going to hear it. We don’t have to work at gaining followers because our brand speaks for itself. But remember, paying for social is not about gaining followers; it’s about getting your content seen and garnering engagements.</p> <p>For the past several years, the trend has been to pay less attention to impressions and reach and to put more emphasis on engagements. One thing we know about Facebook’s algorithm is that engagements do impact the number of people Facebook will “serve” your content to.</p> <p>Engagements are the main metric I take stock in.</p> <p>For example, in the last 90 days, our worst-performing Tweet in terms of engagements received 23 likes and four retweets. Our best got 2,163 likes and 1,099 retweets. Our “worst” Facebook post totaled 23 reactions, two shares, and one comment. Our “best” received 1,706 reactions, 409 shares, and 41 comments. And in Instagram we ranged from 617 likes and five comments to 5,586 likes and 24 comments.</p> <p>In social media, you’re always working to increase your engagement totals, but I’m happy with these numbers.</p> <p>We have built our social media presence on three basic principles:</p> <ol><li>The content is relevant and compelling to our audiences and the audiences we seek to reach.</li> <li>The content is optimized for each individual channel so that it is presented in the best way for our audiences to experience it, no matter which platform they see it in.</li> <li>Everything is authentic.</li> </ol><p>We know what our audiences are interested in. For instance, our community loves numbers, so we know that posts about Pi Day, Avogadro's number, and really anything else with a play on numbers will perform well. We know their sense of humor, and we create content with that in mind.</p> <p>And by optimizing content, I mean we take the time to sweat the details in every platform we post in. For example, when posting a video on Twitter, we make sure that the video starts at a frame of a compelling image, not on black. If a video starts on black, it will show on your timeline as a big black box, which doesn’t look great. All of our posts are reflective of MIT’s culture, and nothing is forced.</p> <p>It all comes down to staying true to yourself, which in this case is MIT’s culture, and being picky about the content. Think carefully about what you post and how you post it so your content can easily be seen and enjoyed.</p> #ThisIsMIT http://www.qingu12.top/blog/thisismit It is well known that MIT students are academically exceptional and are high scholastic achievers. What is less known is how well-rounded, creative, and artistic they are. To showcase what students... Jenny Li Fowler http://www.qingu12.top/blog/thisismit Wed, 06 Sep 2017 10:02:26 -0400 MIT Connect Blog <p>It is well known that MIT students are academically exceptional and are high scholastic achievers. What is less known is how well-rounded, creative, and artistic they are. To showcase what students do outside of the classroom, I wanted to create a campaign to?encourage them?to produce videos for social sharing. This effort also supports one of MIT’s communication priorities: to give our audiences a greater sense of the magic and culture of MIT.</p> <p>I enlisted the help of Stephanie Tran, who manages the social accounts of MIT’s Division of Student Life. She helped me form a student focus group, and #ThisIsMIT was born.</p> <p><a href="/sites/connect.mit.edu/files/images/blog/ThisisMIT_blogpost.jpg"><img alt="" src="/sites/connect.mit.edu/files/images/blog/ThisisMIT_blogpost.jpg" style="width: 650px; height: 325px;" /></a></p> <p>We decided to make the campaign a contest. It launched the second week of September and will run until just before Thanksgiving.</p> <p>We will choose three winners who will each receive $100 in TechCASH, and two runners-up who will receive $50 in TechCASH. Throughout the contest, videos will be selected to post on the main MIT and MIT Division of Student Life social channels.</p> <p>Here are the rules:</p> <ul><li>Open to MIT students (undergraduate and graduate) only.</li> <li>One entry per person.</li> <li>The subject should be about something you do outside of the classroom that you love/are proud of/no one realizes happens at MIT. (Keep it G-rated, please.)</li> <li>Shot in horizontal orientation.</li> <li>About a minute in length.</li> <li>If you happen to feature other people in your video, make sure to get at least verbal permission and explain what the video is for.</li> <li>Share the video on at least one of your social media accounts using #ThisIsMIT. (If you post the video on YouTube, be sure to also post about it in Facebook, Twitter, or Instagram linking to the video.)</li> </ul><p>Throughout the contest, Stephanie and I will reach out to students through their chosen social platform to ask for the mp4 video file to post natively on the MIT and MIT students channels.</p> <p>The panel of judges will include two students (TBD), one faculty member (TBD), a member of the MIT News Office, Stephanie, and me. The judging criteria will include overall quality, completeness, creativity, effectiveness of content, originality, and entertainment value.</p> <p>I am so excited to see what the students create!</p> How We Use Slack http://www.qingu12.top/blog/how-we-use-slack MIT has a very collaborative social media community centered around the Social Media Working Group (SMWG). The group is composed of staff who either directly manage a social media platform for an MIT... Jenny Li Fowler http://www.qingu12.top/blog/how-we-use-slack Thu, 11 May 2017 13:48:24 -0400 MIT Connect Blog <p>MIT has a very collaborative social media community centered around the Social Media Working Group (SMWG). The group is composed of staff who either directly manage a social media platform for an MIT department, lab or center, or manage a person who does. There are currently 150 members on the official list, but I would say there are about 80 active, engaged members.</p> <p>More and more conversations were happening over the group’s email list, and I felt the list was being used too often and not for its intended use. The list was created to share Institute-wide communication messages and directives that came from executive leadership. I decided to move this collaborative discussion from the email list?to a platform that was better suited for these types of quick conversations.</p> <p>As a solution, I created a Slack team and invited everyone from the Social Media Working Group to join.</p> <p><img alt="" src="/sites/connect.mit.edu/files/slack1.png" style="width: 390px; height: 142px;" /></p> <p><a href="https://slack.com/">Slack</a> is a communication platform that offers real-time messaging, key-word searches, content uploads, and archiving.</p> <p>Despite being some of the most “plugged-in” people, social media managers do not, nor could they, see everything that is being posted from the MIT community. We needed a social tool where we can chat with our social media colleagues, bounce ideas off each other, share content, and ask for retweets without feeling like we have to craft an official email.</p> <p>We have been using Slack for six months, and we currently have 85 members participating in a steady, ongoing conversation on all things social. I initially created five discussion channels for the team:?</p> <p><img alt="" src="/sites/connect.mit.edu/files/Screen%20Shot%202017-05-10%20at%202.33.20%20PM.png" style="width: 209px; height: 156px;" /></p> <p>Here are some examples of the conversations taking place in Slack:</p> <ul><li>“Has anyone yet found a good room for recording interview audio? (small, quiet, anechoic)”</li> <li>“Hey @channel? - the Sustainability Summit is happening today and we're getting a ton of engagement on Twitter. If you wouldn't mind checking out the hashtag #MITSusty and sharing some of the tweets we'd really appreciate it. Thanks!”</li> <li>“So...Mastodon? Anyone looked into this? Is it the Next Big Thing or a whole bunch a' nothin?”</li> <li>“Anybody able to share what cameras they are using to shoot web videos (and a link to a video)? Looking for something portable, but more versatile than an iPhone.”</li> </ul><p>I’ve gotten a lot of positive feedback about our Slack team. One participant said having me as a moderator helped. I try to pull people with experience in a particular topic into relevant conversation threads so they can add value to the conversation. I also try to react to as many posts as possible. I did this more often when our Slack team was new, but I have to say, I feel less and less a need to do this since the group pretty much sustains itself now.</p> <p>Many members have also told me while they have not yet felt compelled to post in Slack, they find the conversations helpful, so don’t assume your silent members are not paying attention. There is value in listening to the conversation as well.</p> What You Need to Know About Social Media Analytics Tools http://www.qingu12.top/blog/what-you-need-know-about-social-media-analytics-tools I spent the better part of the summer researching social media tools that could help meet our needs for more comparative and targeted analytics, and after looking into dozens of platforms and viewing... Jenny Li Fowler http://www.qingu12.top/blog/what-you-need-know-about-social-media-analytics-tools Wed, 21 Sep 2016 11:19:41 -0400 MIT Connect Blog <p>I spent the better part of the summer researching social media tools that could help meet our needs for more comparative and targeted analytics, and after looking into dozens of platforms and viewing numerous demos here’s what I’ve learned:</p> <p>The majority of social media analytics tools fall into one of three categories: a content management tool, an analytics tool, or a listening tool.?</p> <p>No one platform offers all three options.</p> <p>Some may offer two of the three categories, but you will find them robust in one area and pretty thin in another.</p> <p>If you’re looking for meaningful metrics that go beyond the number of followers, engagements, and impressions – also known as vanity metrics – they will not come cheap.</p> <h2><strong>Here’s an explanation of the three types of tools:</strong></h2> <p><strong><img alt="" src="/sites/connect.mit.edu/files/student.computer.jpg" style="width: 550px; height: 334px;" /></strong></p> <h3><u>Content management tool</u></h3> <p>A content management tool is probably the most widely used tool at the moment. Some examples include Hootsuite, Tweetdeck, and Buffer. It allows you to post content efficiently to multiple social media channels. It also lets you schedule posts in advance and view published content from multiple accounts and channels in one convenient dashboard.</p> <p>Content management tools also help streamline approval processes, allow you to follow hashtags and keyword searches, and usually offer some type of analytics dashboard with high-level metrics – much of the same metrics you can find in Facebook Insights and Twitter Analtyics.</p> <p>The primary function of a content management tool is posting. It helps you manage the posting of content from one platform, rather than having to post natively in several different social accounts.?</p> <h3><u>Analytics tool</u></h3> <p>An analytics tool allows you to analyze years of digital content data across multiple channels to determine the best-proven topics and tactics to meet your content strategy goals. Analytics tools include Simply Measured, Track Maven, and LiftMetrix.</p> <p>The key to an analytics tool is in who you choose to track. It allows you to take a deep dive into the social content of any organization — a competing university, global corporation, non-profit company. Once you take a look at their content underneath a microscope, there are insights to be gained from what leaders are doing in the social space.?</p> <p>At the granular level, it will tell you how each individual post performed — your own posts or that of another organization’s that you are “tracking.” It clearly shows you what content is resonating with audiences so you can make informed decisions about your own content strategy.</p> <p>It can also help you identify topics where you can provide thought leadership, and will give you a benchmarking comparative analysis of your social channels versus your competitors’.?</p> <h3><u>Listening or monitoring tool</u></h3> <p>A social media listening tool can hone in on and measure opinions expressed on social media about a brand, content, campaign, or any topic discussed within social media. It can also search historically and in real-time, in any language. Current listening tools include Crimson Hexagon, Sysomos, and Nuvi.?</p> <p>The key to a social media listening tool is in the conversation topics you choose to “wiretap.” So for instance, you could learn who is being mentioned the most in social media about having the best athletics program, most beautiful campus, or best cafeteria menu. Once you learn who the leaders are in these conversations, you can study the “why” and “how,” and learn from their successes.?</p> <p>Again, getting granular, think of it as a massive keyword search. You can ?also determine gender, geography, and age of your audience and filter by demographics. Learn how to best reach and engage those audiences by identifying their interests through their social media conversations.?</p> <h2>So what type of tool or tools do you need?</h2> <p>When it comes social media analytics tools, there is no “one-size-fits-all.”?</p> <p>You have ask the hard questions:</p> <ul><li>Where are we with our social media activity – are we trying to create a seamless posting process or are we trying to create a content strategy?</li> <li>What are we trying to measure?</li> <li>What are our goals? And I mean measureable goals, not fuzzy goals like, “getting our message out there.”?</li> <li>What is our budget? Let’s face it; this may be the deciding factor.</li> </ul><p>I think the most common need that tends to arise is for a content management tool. After a while you may hunger for more meaningful metrics, and from there you will have to decide if an analytics tool or a listening tool, or both, will help move you forward in your social media efforts.</p> #MIT02139 http://www.qingu12.top/blog/mit02139 The Century in Cambridge celebration marked the 100th anniversary of MIT’s move from Boston to Cambridge in 1916, and events were planned for most of the spring. We wanted to share our festivities... Jenny Li Fowler http://www.qingu12.top/blog/mit02139 Fri, 20 May 2016 16:45:53 -0400 MIT Connect Blog <p>The Century in Cambridge celebration marked the 100th anniversary of MIT’s move from Boston to Cambridge in 1916, and events were planned for most of the spring. We wanted to share our festivities with the rest of the world, so we created the hashtag #MIT02139 (MIT + the campus’s zip code) to support the celebration.</p> <p>The goal was to coordinate our 200+ departments, labs, and centers (DLCs) to share our Century in Cambridge celebration message and get them excited about using the hashtag #MIT02139. We also hoped that the hashtag would catch on with a broader social media audience.</p> <p>On May 7, we celebrated Moving Day, which reenacted the Charles River crossing of MIT’s move from Boston to Cambridge. The river crossing was the final event open to the public during the series of events from February to June. Moving Day concluded with a pageant and dance parties that were for MIT community members only.</p> <p><strong>Results</strong></p> <p>Here are the numbers for #MIT02139 on Twitter for Moving Day:</p> <ul><li>1,599 original tweets</li> <li>2,396,142 accounts reached</li> <li>10,363,327 impressions</li> </ul><p>Our hashtag started trending at the start of Moving Day events. Additionally, two other hashtags relating to Moving Day grew organically and began to trend: #MITMovingDay and #MovingDay (although the latter was also being used in connection with a British golf tournament). By the end of the day, #MIT02139 was still on Twitter’s national list of trending topics.</p> <p><a href="/sites/connect.mit.edu/files/images/blog/MIT02139.jpg" target="_blank"><img alt="MIT02139" src="/sites/connect.mit.edu/files/images/blog/MIT02139.jpg" style="max-width:100%" /></a></p> <p><strong>Strategy</strong></p> <p>We wanted to introduce the hashtag into the vernacular of MIT’s social community as early as possible. We also wanted to motivate our social media partners to use the hashtag by giving them both timely information and assets (images, videos, text) to share on their social media channels. Nothing was required or over-shared—the key was to let the conversation grow naturally and organically.</p> <p>We identified content creation opportunities appropriate for social sharing from the marketing calendar. We set up a Dropbox with clearly named folders—one for every event—and made them available to all MIT social media managers. Because we kept adding new assets to the folders, our partners made it a habit to check the Dropbox for new content.</p> <p>Once we identified our content, we used existing execution plans to include #MIT02139 content on MIT’s main social media channels.</p> <p>We also used existing email lists to remind our partners of key social sharing dates, milestones, and our successes.</p> <p>Starting from our first tweet on <a href="https://twitter.com/MITevents/status/676775019117191168" target="_blank">December 2015 from the @MITevents account</a>, momentum kept building. Not only did a majority of our DLCs actively participate in the campaign, but people in the greater Boston area picked up on it, as did Boston-area influencers, and it spread to our international audience.</p> <p><strong>Experiment</strong></p> <p>Nothing is more motivating on Twitter than a like or a retweet. Early in the campaign,?I used my personal Twitter account (@theJennyLi) to like every #MIT02139 tweet that came from an individual and not a DLC. Obviously, you have to be judicious about what you like through an organization account, but you have more liberties with a personal account.</p> <p>I wasn’t sure how people would react to this, and in all honesty I knew it could backfire. It’s possible that people could have been turned off by the fact that an MIT employee was essentially encouraging the use of an MIT-created hashtag, but for some reason it worked for #MIT02139. I noticed that all the people who received a like from me kept using the hashtag throughout the year.</p> <p>I?kept liking tweets?I would see from a person who used the hashtag for?the first time, and as the campaign went on?I did this less and less. Since the hashtag was being used by more and more people regularly, it no longer relied on my participation to keep the hashtag fresh and active.</p> <p>Do I recommend this for your social media campaign? Like so many other considerations in social media, it depends on many factors. I would not advise it for a capital campaign, because it would feel like I’m asking people for money, but for an inclusive celebration, why not try? Ultimately, you know your audiences and what your goals are; you have to decide for yourself. If anything, this is a good reminder to constantly try new things in social media because you never know what will catch on.</p> <p><strong>Observations</strong></p> <p>The Century in Cambridge celebration built momentum because there were several events throughout the year that were open to the public.</p> <p>#MIT02139 first made Twitter’s trending topics list on April 23 for the Open House, giving it great momentum heading into Moving Day.</p> <p>Because #MIT02139 was unique to our celebration, it was easy to track results.</p> <p>We may continue to use #MIT02139 in conjunction with social posts relating to our neighborhood and the City of Cambridge.</p> Building a Following on Snapchat http://www.qingu12.top/blog/building-following-snapchat Due to Snapchat not providing definitive total audience numbers, this is not a definitive case study. It’s more or less, me trying something with my channel and providing conclusions. What do... Kellen Manning http://www.qingu12.top/blog/building-following-snapchat Thu, 28 Apr 2016 12:08:48 -0400 MIT Connect Blog <p><em>Due to Snapchat not providing definitive total audience numbers, this is not a definitive case study. It’s more or less, me trying something with my channel and providing conclusions.</em></p> <h2>What do I know for sure?</h2> <p>As of May 2015, the Division of Student Life’s Snapchat account (MIT Student Life) amassed over 1000 followers (<a href="https://connect.mit.edu/blog/snapchat-case-study-or-how-we-learned-love-sticker" target="_blank">mostly current students</a>) and tallied around 450 views per snap.</p> <p align="center"><img alt="" src="/sites/connect.mit.edu/files/images/blog/snapchat.png" style="width: 300px; height: 300px;" /></p> <p>Shortly after that, I lost count of total followers, but as of April 2016 we average around 1000 views per snap. If we take into account that before I lost count, we had about a 40-45 percent viewing rate, we should be around 2500 followers to date.</p> <p>With that said…</p> <p>We launched our Snapchat account a little more than one year ago, so I decided that based on the audience growth we’ve seen, now is a great time to do an experiment.<br /> Around 4:41 pm on April 6, I put out a snap asking people to take a screenshot if they are a current MIT student. ?The two main metrics Snapchat provides are view count, and screenshot count.</p> <p>I did this for two reasons: 1) To see how many people in our audience would actually look at the post and 2) to count how many people would actually do what we asked despite minimal incentive.<br /> For those unaware, the two major bits of analytics that Snapchat provides are view count, and screenshot count.<br /> ?</p> <h2>The results?</h2> <p>During the 24 hours that our snap existed (that is the limit for Snapchat Stories), we amassed 720 views and 90 screenshots taken by MIT students. That is a 12.5 percent engagement rate, to go along with the estimated 40 percent view rate for the snap. Keep in mind, that 12.5 percent is with no incentive at all for students to take the action. More than likely, that number would be greater if there was an incentive behind screenshooting.<br /> ?</p> <h2>What did we learn?</h2> <p>You may have seen that Snapchat has overtaken Instagram as the <a href="http://money.cnn.com/2016/04/13/technology/snapchat-instagram-facebook/" target="_blank">most popular social media network among teens</a>. This means Snapchat is the most popular platform among high school and college students, as well as young alumni. Based on the fact that our Snapchat engagement/view rates are higher than all our other platforms, we can’t help but agree.</p> <p>It also proves that your total follower count basically is irrelevant once the amount of people who view your snaps start hitting consistent levels. As you start monitoring views, you will notice that the same names are looking at your snaps. That is your core Snapchat audience. From there, the goal should be to engage and grow that audience.</p> <p>Finally, it also shows that students are willing to interact with you on the platform. Knowing that helps counteract the fact that Snapchat doesn’t support active links. Using snaps to create call-to-actions, build awareness, and/or generating participation are great uses of the platform.<br /> ?</p> <h2>Any issues to watch for?</h2> <p>Your snap queue. Snaps last for about 24 hours before they disappear forever. Based off what I’ve seen, about 20 percent of your potential views see the snap in the first hour and about 50 percent in the first six hours. That number probably will change in the summer as students go back to different time zones, and would probably be completely different for an alumni base.?</p> <p>You may have noticed that my test post seemed a bit lower than the estimated viewing range. That’s because I sent it before my snap queue was completely clear. If your snap queue isn’t clear, then your new snap will be placed at the end of the queue for those who haven’t previously viewed other snaps, so less people might actually get to that final snap.<br /> ?</p> <h2>What should we do now?</h2> <p>Get on Snapchat. At least create an account to claim a profile name. Experiment, get used to the tools, and see if it’s for you. If it is, create a content strategy and start promoting your account. The best way to promote it would be to start putting your snap code on all your print pieces. Also, let people know on your other social media channels that you are now on Snapchat. There is an audience, and if you can build engaging content, they are more than willing to listen.<br /> ?</p> <h2>Ok. Ok. Last question. What is engaging?</h2> <p>That is something that I can’t help you with. What I can tell you is that Snapchat works best when based off the idea of human connection. Of all your platforms, this should have the most personality. Color and enthusiasm are king on this platform, so use them. Every snap is an elevator pitch to continue to interact and to create awareness. There is an urgency weaved in the fabric Snapchat’s DNA, and that’s what makes it great. Have fun.<br /> ?</p> <h2>Short List of who to follow that can help you mold your voice:</h2> <p><strong>DJ Khaled:</strong> He is basically the master of the platform. He snaps about 100 times a day, and averages about 6 million views per snap. What he does best is identity and connection to the platform. From the very first snap you see of his you know who he is, and that authenticity is what connects him to his audience. He’s a person that has become a brand, but still feels like a person. If you are going to use Snapchat, don’t forget that you are a person not an institution.</p> <p><strong>Taco Bell: </strong>Narrative structure, color, and enthusiasm. That might as well be the Holy Trinity of Snap, and they use it better than just about anyone. I haven’t spoken much about narrative structure, so basically I mean using multiple snaps to tell a story. Here’s a example: First snap saying you are walking across campus, second snap is video of your legs walking, next snap you run into someone and they join you, next snap multiple legs walking, final snap you arrive. Utilizing narrative structure is a great way to use Snapchat.</p> <p><strong>University of Michigan:</strong> There isn’t any school that utilizes snap better than them. They tend to fall short when it comes personality, but as far as having goals and following those to get your message across, no school does it better.</p> <p><strong>GeeohSnap:</strong> What makes this guy pretty interesting is his use of art on Snapchat. He uses the drawing feature (with the help of pressure sensitive pen) to make quirky content in the pictures and videos he takes.</p> <p><strong>TheVerge: </strong>The Verge is an online publication and their Snapchat strength lies in their ability to show the personality in their offices. They provide a really good behind-the-scenes for events and daily office life.</p> Periscope: What We've Learned So Far http://www.qingu12.top/blog/periscope-what-weve-learned-so-far We recently launched MIT on Periscope, which is a new social network for live video streaming. We have done a few scopes (shorthand for a Periscope video), so let us share our learnings with... Stephanie Hatch Leishman, Emer Garland http://www.qingu12.top/blog/periscope-what-weve-learned-so-far Thu, 30 Jul 2015 17:15:46 -0400 MIT Connect Blog <p><img alt="" src="/sites/connect.mit.edu/files/mit-periscope.PNG" style="width: 626px; height: 310px;" /></p> <p>We recently launched MIT on <a href="http://www.periscope.tv/">Periscope</a>, which is a new social network for live video streaming. We have done a few scopes (shorthand for a Periscope video), so let us share our learnings with those of you who are also just getting started.?</p> <h2>1. Periscope is super new, so experimentation with the platform is expected.?</h2> <p>We tried scopes outside standing mostly still, but we also tried taking our viewers on a walk. We talked a lot in one and tried to talk less and show more in another. This experimentation has been great. We had a lot of viewers even on our first scope, showing that they were interested in coming along for the ride. In fact, while our first scope had about 100 viewers, our most recent one had 175 viewers and received over 1,600 hearts.</p> <h2>2. Interact with people.?</h2> <p>Periscope isn’t just about live video streaming. It’s about social live video streaming. While we are on a scope, we have many viewers who are typing comments, questions, saying hello, and giving us “hearts” (similar to “likes" on other social networks). They stop talking if they realize you’re not commenting back to them, so we made sure to give shoutouts to as many people as possible.?</p> <h2>3. Introduce variety into the scope.?</h2> <p>Viewers get bored quickly, so you do have to keep them entertained. We tried a scope in a place where we couldn’t show much, and once viewers figured they’d seen everything there was to see, they dropped off. However, in a more recent scope, we showed the <a href="http://en.wikipedia.org/wiki/Infinite_Corridor">Infinite Corridor</a>?and since the scenery was changing, people kept watching for more. We had many more people stay on the scope for a longer amount of time.?</p> <h2>4. Two heads are better than one.</h2> <p>We recommend having two people; one to take the video, trying not to shake too much, and the other to answer questions, give shoutouts, and share facts or things of interest.?</p> <h2>5. Save to camera roll.?</h2> <p>The scope will only last a short time, so make sure before you start a video on Periscope you first adjust your settings to save scopes automatically to your camera roll. That way you will have the video to post somewhere else (like YouTube), if you wish. However, even if you don’t want to post it elsewhere, it’s helpful to have the videos so you can watch them again and think of ways to improve.?</p> <h2>6. Send to Twitter.?</h2> <p>Allow Periscope to send an automatic tweet when you start the video. The tweet might not receive as many retweets, but because scopes are live for a short amount of time, a retweet is often too late to bring any new live viewers. Other engagement stats have been high for us. A lot of people clicked on the link in our last tweet, for example, meaning many live viewers came from Twitter.?</p> MIT Commencement 2015 http://www.qingu12.top/blog/mit-commencement-2015 I took what I learned from the past few years and applied the learnings to our social media efforts for this year's Commencement week. We received great engagement on MIT's social channels.... Stephanie Hatch Leishman http://www.qingu12.top/blog/mit-commencement-2015 Tue, 28 Jul 2015 11:52:51 -0400 MIT Connect Blog <p>I took what I learned from the past few years and applied the learnings to our social media efforts for this year's Commencement week. We received great engagement on MIT's social channels.?</p> <p><img alt="" src="/sites/connect.mit.edu/files/MIT2015-banner.png" style="width: 625px; height: 313px;" /></p> <h2>The hashtag</h2> <p>At MIT, we used the hashtag #MIT2015, which followed our usual pattern: MIT and the year of the graduating class. I've managed social media for several Commencements. The first time I was involved, I observed that some people would use the hashtag we set, but some would use #MITCommencement. We would have to track the analytics for both, and the conversation was split. I recognized that we would have to improve our pre-Commencement marketing, and we did. Now almost everyone uses the marketed hashtag (e.g., #MIT2015).?</p> <p>There were many secondary hashtags that complemented and accompanied the main hashtag. For example, the Department of Biological Engineering used the hashtag #mitbe15 to congratulate graduates from the department. The Alumni Association used the hashtag <a href="https://storify.com/MIT_alumni/tech-reunions-2015">#techreunions</a>; some of their events belong to both Commencement and alumni events, such as the procession of the Class of 1965 during this year's Commencement.?</p> <h2>Twitter engagement</h2> <p>After setting the hashtag, I started tracking it using <a href="http://www.hashtracking.com/">Hashtracking</a>, which provides basic analytics for Twitter. From early May through Commencement, about 2,800 tweets were posted by about 1,300 unique tweeters, resulting in 28 million timeline deliveries. The hashtag's reach was 6.5 million. Fifty-six percent of tweets using the hashtag contained media, such as a photo.?</p> <h2>Instagram engagement</h2> <p>On Instagram, I saw more Commencement-related posts than in any previous year. More than 350 Instagram photos were posted from Senior Week all the way through to family dinners after Commencement. It was incredible to see how Instagram went from being a new, emerging platform to an established way that students and their families share their lives with each other and with the world. Instagram was also one of the top apps people used to send tweets.?</p> <p><img alt="" src="/sites/connect.mit.edu/files/MIT2015-brass-rat.png" style="width: 625px; height: 625px;" /></p> <h2>How we used print to support social media</h2> <p>We continued a few of our marketing efforts that previously had been successful. For example, all students must pick up their regalia in the weeks preceding Commencement, so we printed business cards with?social media information and handed them out with regalia. It was an easy way to reach all the students. We also made table signs for display in the information tents on Killian Court. These efforts were the same as <a href="http://connect.mit.edu/blog/mit-commencement-2014">last year</a>.?</p> <h2>Social media on large displays</h2> <p>On the Jumbotron the morning of Commencement, we displayed tweets as usual: this is the second year we've included both text and images—in previous years we only displayed the text of the tweets.?</p> <p>We also displayed results from a campaign started in May called <a href="http://connect.mit.edu/blog/alwaysmit">#alwaysMIT</a>. This campaign garnered some great engagement. We received over 90 responses on our LinkedIn post and we were still receiving responses on the post in late June.?</p> <p><img alt="" src="/sites/connect.mit.edu/files/MIT2015-jumbotron.jpg" style="width: 625px; height: 312px;" /></p> <h2>Our social media team</h2> <p>Another improvement this year was the addition of two people to the Commencement social media team: Emer Garland and <a href="http://connect.mit.edu/author/tom-pixton">Tom Pixton</a> of MIT Communication Production Services. Tom used a GoPro to show a wide bird's eye view of the events. He started in the Johnson Athletic Center, where graduates were lining up. Tom also headed to 77 Mass. Ave. and down the Infinite Corridor.?</p> <p><img alt="" src="/sites/connect.mit.edu/files/MIT2015-Johnson.jpg" style="width: 625px; height: 469px;" /></p> <p><img alt="" src="/sites/connect.mit.edu/files/MIT2015-brass-band.jpg" style="width: 625px; height: 469px;" /></p> <p>Emer used an iPod and was stationed in Killian Court. She captured the scenes on Killian Court before, during, and after Commencement. While Tom got some unique height to his photos, Emer got more personal photos on the ground to show what the typical attendee on Killian Court would be experiencing. Both views were helpful in capturing the whole experience.?</p> <p><img alt="" src="/sites/connect.mit.edu/files/MIT2015-Killian.jpg" style="width: 625px; height: 467px;" /></p> <p><img alt="" src="/sites/connect.mit.edu/files/MIT2015-matt-steph.jpg" style="width: 624px; height: 676px;" /></p> <p>I roamed Killian Court in the morning, then managed live social media monitoring, content creation, and analytics?from my desk during the rest of the morning and the ceremony, headed?out into campus in the?afternoon to take photos, returning to my desk in the late afternoon and evening to work on more posting, curation, analytics, and reporting.?</p> <p>To communicate with each other, we chose text messaging. The three of us have iPhones, so we could rely on WiFi or data to send messages to each other. We shared photos in a shared iOS album so that Emer and Tom could send the photos they were taking on location and I could post the photos in near-real time on MIT's social media. Unfortunately, it took a long time for photos to come through on the shared album. Emer and Tom eventually had to email key photos to me, which was faster than waiting for a photo to come through in the album.?</p> <h2>Storify</h2> <p>After combing through all the social posts related to Commencement, I compiled Storify stories so that the MIT community could see highlights. <a href="http://storify.com/MIT">MIT's Storify account</a> features the following stories:?</p> <p><a href="http://storify.com/MIT/mit-doctoral-hooding-2015">MIT Doctoral Hooding 2015</a><br /><a href="http://storify.com/MIT/megan-smith-mit-commencement-address">Megan Smith: MIT Commencement Address</a><br /><a href="http://storify.com/MIT/president-reif-s-charge-to-the-mit-class-of-2015">President Reif’s Charge to the MIT Class of 2015</a><br /><a href="http://storify.com/MIT/commencement-class-of-2015-point-of-view">Commencement: Class of 2015 Point of View</a><br /><a href="http://storify.com/MIT/mit-commencement-2015-in-photos">MIT Commencement 2015 in Photos</a><br /><a href="http://storify.com/MIT/mit-mortarboards-2015">MIT Mortarboards 2015</a><br /><a href="http://storify.com/MIT/mit-commencement-2015">MIT Commencement 2015</a><br /><a href="http://storify.com/MIT/friends-family-congratulate-the-class-of-2015">Family and Friends Congratulate the Class of 2015</a></p> bet1 365 vip官方网站 <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <蜘蛛词>| <文本链> <文本链> <文本链> <文本链> <文本链> <文本链>