In introduction to social media, designed and presented to university extension professionals in April 2012.

2. What is social media?
“Technology used
to connect people with others”
IN THE LAST DECADE, SOCIAL
MEDIA HAS EXPLOED,
IMPACTING HOW WE
COMMUNICATE
Social media is about social science.
•Social media networks and blogs consume almost 25% of peoples time online
•The number of people visiting social media sites increased 24% from 2010-11
•The average visitor spends 66% more time on these sites than 1 year ago
Source: http://www.jeffbullas.com/
•http://science.nasa.gov/realtime/jtrack/3d/JTrack3D.html/

3. Social media is about social science.
Social media is about social science.

4. “User Eras” HISTORICAL PERSPECTIVES
Web 1.0 (1980’s-90’s)
 Organization web sites
 Investment in content
Internet used by organizations to
broadcast a message.
 official content
 carefully controlled messages
 “the company line”
Source: http://frenchguyonair.wordpress.com
#MO4H

5. “User Eras” HISTORICAL PERSPECTIVES
Web 2.0 (Early 2002 - Present)
 Investments directed to include
ongoing interactive processes
 Web sites  blogs
 Official content  “a Conversation”
Total Control  Little Control
“From One to Many”  “A Conversation”
Source: http://frenchguyonair.wordpress.com
Official Communication  Community Management
#MO4H

6. Web 1.0 vs 2.0
In the past...
 Companies built a better mouse trap
 Then you tell the world
 You are in charge
 They are your customers
Today...
 You build a better mouse trap
 Then you ask the world to help
make it better
 You are still in charge
 But our “customers” create and innovate with us
Adapted from Bruce Moody, Social Media PPT, FRC 2011
#MO4H

13. Social Network Adoption
Everett Rogers’ Diffusion of Innovation, 1962.
Classified those engaging with a given innovation in one of five categories:
• Innovators (2.5%)
• Early Adopters (12.5%)
• Early Majority (34%)
• Late Majority (34%)
• Laggards (16%)
Followed a classic “bell curve.”
Social media application by
Vincenzo Cosenza.

15. Worldwide social media phenomenon
2008
Source: www.alexa.com
Factoid: Worldwide, people spend 11,416 years/day on Facebook.

16. Source: http://vincos.it/world-map-of-social-networks/

17. Facebook is #1 social network in 127
out of 136 countries.
Europe: 223 million users
North America: 219 million users
Asia: 202 million users

18. Who Uses Social Media?

19. Who Uses Social Media?
Over 66% of adults online connect with at least one social media platform.
Most social media users have present or past college experience.
More females than males (Facebook: 57% female, Twitter: 59% female)
Source: Mashable.com

20. Why do people use Social Media?
Source: Mashable.com

21. Social Media On the Farm
 Historically, farmers tend to be early adapters of
technology (cell phones)
 Social media is just like any other technology
one might implement on a farm or ranch.
Business
•Reach your buyers instantly
•Find out about best practices from others in the industry
•Stay atop of emerging issues
•Connect with the general public
•Engage with consumers
•Build trust with buyers through communication and transparency
•Counter misinformation
•Educate non-farmers – help close some of the divide between the
public and the agriculture industry
#MO4H

22. Personal
 Same kind of draw as the morning gathering at the local coffee
shop – but in a different medium.
 Shared experiences
 Common concerns
 Valuable source of information
 Opportunity to reach a wider social circle, anytime day or night
 Can help combat the isolation a farmer might feel
 Keep in touch with friends and extended
family, even during the busy season
 Pictures
 Videos
 Stories
Source: Alabama Farmers Cooperative Farming News
#MO4H

23. Unplugged – How are you using
social media?
Personally
Professionally
b10

24. TECHNOLOGICAL TRENDS
Convergence and Portability

25. Convergence
• Previously separate technologies such as voice, GPS,
photo and video now share resources and interact with
each other, synergistically creating new efficiencies.

27. Convergence
• Mobile phones routinely incorporate digital
cameras, mp3 players, camcorders, voice recorders,
bluetooth transmitters and other devices.
• Internet, email
and social media
access is standard.
Factoid: Over 200 million active users currently access Facebook through
their mobile devices. These people are twice as active as non-mobile users.

29. #MO4H

30. Portability
As capabilities of converging technologies increase,
many prefer the portability of a mobile device to a desktop unit.
MOBILE DEVICE SALES
SURPASSED PC SALES IN 2010
October – December, 2010
• 100.9 million smart phones shipped by
electronics makers
o Up 87% from 2009
The ubiquity of cloud computing has given a
• 92.1 million PC’s shipped boost to mobile devices, essentially replacing
your computer’s hard drive.
o Up 3% from 2009
Source: the4thdimension.net
Source: Illinois State University thebusinessinsider.com

31. Portability
• Mobile devices offer “anytime access.”
• Many now moving to social networks for routine
online activities.
• Email use changed in 2010
o Down 59% among 12-17 yr olds
o Down slightly for 18-24 yr olds
o Down 18% for 25-24 yr olds
o Down 12% for 45-54
o Up 22% among those 55 and older
Factoid: Globally, s ocial networking sites accounted
for 15.6% of all time spent online in 2010, among ages 15 and older. Source:
comScore 2010 U.S. Digital Year in Review

32. Portability
• With the migration to mobile devices, advertising is
shifting as well.
• Still in its infancy, mobile advertising is becoming an
ever growing part of the mobile landscape.
o In a 2011 study of 23.1 million social media users:
• 23.1 million reported discovering new brands or products via SM
• 22.5 million report using it to learn about unfamiliar products
• 15.1 million refer to social media before making purchase decisions
In 2011, 40% of teens and adults who have ever used social media
access it through their mobile device – up from 28% from 6 months ago.
Source: Wave 2, Knowledge Networks Study

33. Impact Across the board –
Examples
 Marketing is now more complex, with technology
as the main accelerant
 With a better informed public, organization outreach
requires a good measure of salesmanship now.
 Customers don’t find an organization, it finds them!
 Example: Zinch, where schools compete for you!
 Increasing ties by companies/products to social media
 Eye-fi memory cards, which automatically upload pictures from your camera to
Flickr, SmugMug, etc. Cost is about $60 for a 4 gig card.
 QR Codes – A type of barcode. Users with a camera
phone equipped with the correct reader software can
scan the image of the QR Code causing the phone's
browser to launch and redirect to the programmed
web site address, providing product information
and more.
#MO4H

34. Portability, Convergence and Youth
• The importance of youth digital safety skills continues to rise as technology’s
convergence, portability and accessibility (cost) proceed at an exponential pace
o i.e., solicitation, harassment and cyber bullying.
• Approximately 75% of youth age 12-17 currently have mobile devices.
• Black teens (44%) and Hispanic teens (35%) use their cell phones to go online at
a higher rate than White teens (21%) (Pew, 2010).
• Mobile users are roughly twice as active on social networks as non-mobile users.
• Youth who use social networks are more susceptible to certain types of online
harassment than those who do not. Trends spawned by this convergence, such
as location-based social networking (i.e., Foursquare, Facebook Places, etc),
increase the exposure of users to these risks.
http://prezi.com/-m2ovhoejhh9/digital-citizenship/
http://prezi.com/dritpywbuymr/protect-your-name-identity-and-reputation/

35. UNPLUGGED – How can parents
keep children safe?

36. Communicating with Parents in a Digital Age
Teens develop socially, emotionally, cognitively and physically.
Socially
•Dependent on opinions of friends, vs parents.
•Want to be liked, part of the group.
•DON’T EMBARRASS THEM – Don’t say anything on social media that
you wouldn’t say in front of their friends.
Emotionally
•Self-conscious, may feel inferior/inadequate.
•Vulnerable to low self-esteem, mood swings, etc.
•RECOGNIZE THEY STILL NEED THEIR PARENTS – “Where will you
be, who will you be with, how long will you be out, etc.

37. Communicating with Parents in a Digital Age
Teens develop socially, emotionally, cognitively and physically.
Cognitively
•Brains developing quickly.
•Often reject adult ideas in favor of their own.
•INVOLVE THEM IN THE PROCESS OF SOCIAL MEDIA LEARNING
IN GENERAL
Be Involved – If your child has a Facebook account, you should too.
If you think you shouldn’t post something – DON’T.
Trust and open communication is a key for success.

38. Social media Spotlight:
Facebook
#MO4H

39. Social media Spotlight: Facebook
Source: Mashable.com #MO4H

40. Facebookia
Based on population, Facebook could be the 3rd largest country in the world!
#MO4H

41. SPECIAL GUEST
Jennifer Schiffman
Prevention Specialist, MO ICAC Task Force
“WE OWN THE NET”

42. Social media spotlight: Twitter
#MO4H

43. Source: Mashable.com

44. Social media spotlight: Twitter
 Created by engineer Jack Dorsey, 2006
 Way for people to share short updates with
friends & family
 Breakthrough: made it possible to “follow”
someone without requiring permission
 Just as you might keep up with a public figure in
the newspaper
 Broke from the traditional “two-way agreement”

45. Social media spotlight: Twitter
Allows one to gather a large audience and spread info quickly.
 Took three years to send the first billion tweets
 Now there are over a billion tweets per week
 Currently estimated at 140 million active users
 140 million tweets sent per day in May 2011
 Up from 50 million the year before
 On average, 1 million new accounts created daily.
 That’s 11 accounts per second.
 (less than half that in May 2011)
 News no longer “breaks”…it “tweets”!
#MO4H

46. The Top 3 Countries for Twitter
1. United States – 107.7 million
2. Brazil – 33.3 million
3. Japan – 29.9 million
Source: Brian Solis

47. Social media spotlight: Twitter
How it Works
 Open System: All “tweets” are public
 Anyone can “retweet” (RT) or give a public
“reply” to other people’s tweets
 Can send non-public “direct messages” (DM’s)
 Can only DM someone who follows you
 Can only receive DM’s from those you follow
 List of followers and those you follow is public
 Their thumbnails are available on your Twitter page
 Common mistake: DM vs Reply
From an article at www.cnn.com: http://is.gd/7x7W2o
#MO4H

48. Social media spotlight: Twitter
Hashtags and Search function allow Twitter users to react immediately
and intensely to world events
 Egypt: After the crisis, the number of tweets went from 122,319 to 1,317,233
 Super Bowl XLVI: 10,245 tweets per second
 Japan: One hour after the earthquake, 1,200 tweets per second from Tokyo
 Michael Jackson: 456 tweets per second when he died on June 25, 2009
 Bin Laden: During President’s address, over 5,000 tweets per second
Source: http://blog.twitter.com/2011/03/numbers.html
#MO4H

49. http://www.briansolis.com/2012/02/the-state-of-the-twitterverse-2012/

50. See also: http://almightylink.ksablan.com/social-
media/the-reallyvirtual-tweets-reportedly-of-the-
bin-laden-raid/

51. BREAK

52. Social media spotlight: LinkedIn
#MO4H

56. Thoughts and Reflections

57. Social media spotlight: my4-H

59. Thoughts and Reflections

60. Social media spotlight: foursquare
Technology convergence in mobile devices has enabled geosocial
applications to become a force in social networking.
Source: http://www.socialmediaexaminer.com/foursquare-are-you-checking-out-the-hottest-social-media-app/

61. Geosocial Apps
• 7% of adults who go online with their mobile phone use a
location-based service.
• Adults ages 18-29 yr olds are by far the biggest users of
online location-based services, at 8%.
• 10% of online Hispanics use these services – vs. 3% of
Caucasians and 5% of African Americans.
• 6% of online men use a location-based service, compared
with 3% of online women.
Source: www.pewinternet.org/Reports/2010/Location-based-services.aspx

62. • Over 15 million registered users
• 1 billion check-ins
• 600,000 merchants
• Available to over 1.5 billion
people, in their native language
• Over 10,000 developers building
on the foursquare API
• Over 1 billion checkins in Aug ‘11
Significant numbers and scale are vital to
attracting the partnership of major brands.

63. Foursquare Leading the Competition
• Outpacing geosocial
competitors (such as
Gowalla and Loopt).
Why?
• Privacy Controls: You select who you share your location info with.
• Marketing: Knowing where – not just what – customers purchase is important!
• Partnerships – New US nationwide partnership with American Express.
• Marketing tie-ins: Some companies, like Arbys & Starbucks, now offer
customer rewards.
• 60% off for the mayor! Special promotions for checking in.
• Facebook has integrated foursquare geo-location activity.
Source: http://www.socialmediaexaminer.com/foursquare-are-you-checking-out-the-hottest-social-media-app/

64. Thoughts and Reflections

65. Social media spotlight: Pinterest

66. Social media spotlight: Pinterest
• A virtual pinboard, with over 4 million users.
• Seeks to connect people through the things they find
interesting, by browsing others’ pinboards.
• Web becoming an increasingly visual medium.
• Pinterest drives more referral traffic than G+, LinkedIn
and YouTube combined.
• Growing rapidly, but still doesn’t have an
application programming interface (API).
• Great for lifestyle brands…creativity, inspiration.
• Women make up the vast majority (82%) of Pinterest
user base and Facebook fans (90%).

68. Source:
ignitesocialmedia.com
>10% of visitors are the demographic of the Baby
Boomers and the children that live in their home.

69. Pinterest tip: “Make sure your images are beautiful. Well lit, interesting
compositions and vibrant imagery is sure to catch the eye.” - Jeff Bullas

70. Navigating Pinterest
Pinterest Marketing Tips
• Repins are better than Likes. • Offer exclusive content to
– Repins are links back to your those who interact with you on
website. The user becomes an that platform.
advocate for your product. • Link to other things that
– Sharing on Facebook/Twitter compliment your products and
creates additional links. services.
• Be easy to find/share/repin. • Engage with other users.
• Group your pins into product
categories. You can create
several boards.
• Use images to create a
compelling “visual resume.”
Source: http://www.jeffbullas.com/2012/02/02/7-ways-to-use-pinterest-to-promote-your-business/

71. DAY 2
“CONTEXT”
• What changes do you expect to see in the next 10-20 years,
as a result of social media?

72. Social media spotlight: G+
#MO4H

74. Google+ hits 25 million users in < 1 month
10 million users in 16 days (20m in 21 days)
- Facebook: 852 days
- Twitter: 780 days

75. #MO4H

76. Google Plus Activity
• 13% of US adult Internet users have signed up for a G+
account
• G+ users are creating more content than Twitter users
• G+ adoption now PROJECTIONS
beyond initial innovators and early
adapters

77. Google owns…
• Transformic Inc-search engine for deep/invisible web
• Skia-graphics software engineering
• Deja.com • DMarc Broadcasting-digital radio broadcasting
• Pyra Labs-Blogger • Measure Map-analytics for blogs
• Upstartle-Writely, document editor for the web
• Neotonic Software-for CRM • @Last Software-SketchUp 3D modeling
• Applied Semantics-for search • Orion-Referral search engine
• altix Corp-for context sensitve search • Neven Vision-automatic info extraction from jpgs
• Jotspot Ind-wiki platform for websites
• Genius Labs-for blogging
• YouTube-online video company
• Ignite Logic-web templates for law firms • Endoxen-geomapping software
• Picassa-digi photo management • Xunlei-filesharing app for the web
• Adscape Media-in-game advertising
• Keyhole Group-digital mapping
• Gapminder's Trendalyzer-presentation software
• Where 2 Technologies-digital mapping • Doubleclick-ad platform for the web
• ZipDash-maps and traffic for mobile devices • Tonic Systems-document conversion technology
• 2Web Technologies-spreadsheets • Marratech-video conferencing technology
• Green Border Technologies-secure browsing tech
• Urchin-metrics/analytics • Panoramio-photo site sharing for Google Earth
• Dodgeball-mobile social networking • Feedbumer-RSS feed distribution analytics and mgt.
• Reqwireless Inc.-Java browser • GrandCentral-mobile voice management
• Postini-communications security and compliance
• Current Communications Group
• Android-software for mobile phone o/s

79. SPECIAL GUEST
Ashley Lusk
Manager, Marketing and Communication
National 4-H Council
“WE OWN THE NET”

80. Google Hangouts

81. Thoughts and Reflections
• How might 4-H use Google+?
• Why G+ instead of Adobe Connect?
• Does face-to-face change the nature of social networking?
• Implications for other cyber youth development issues?

83. Social Media organizational
Issues
 How will you get your customers/fans interacting?
 Example: University’s move-in day
 Many businesses are appointing a “Community Manager”
– dedicated to social media marketing.
 Perspectives on this vary.
“Social media consulting amounts to little more than mastering the art of the
bleeding obvious and no company, no matter what its size, should even
consider hiring external social media consultants. Internally, the most you
need is a couple of interns with laptops.” - Milo Yiannopoulos
NOTE: Email is still a very effective tool and the official web page is still “home base.”

84. 4-H Center Social Media
Strategy
Social Media Objectives
Outreach to youth/stakeholders
 youth, volunteers, alumni, decision-makers
Organizational “validity.”
Stimulate engagement between stakeholders
around the topic of Missouri 4-H
#MO4H

85. Social Media Strategy
Provide a digital and social media presence at
state 4-H events, posting photos to our 4-H fan
page on Facebook and tweeting live updates.
Build our collection of followers on Twitter and
develop an active presence on Facebook.
#MO4H

86. Social Media Strategy (cont.)
Create regular tweets that drive traffic to our web
page and Facebook page.
Create regular Facebook posts that get our
stakeholders engaged with each other around the
subject of Missouri 4-H.
Youth are not identified, but may tag themselves
or each other.
#MO4H

87. UNPLUGGED – What’s your social media
strategy?

88. 4-H Professionals & Social Media
Community Management for Extension Staff
 Always plugged in: there is no set time for “doing” social media.
 Work is Facebook, Twitter, etc. & should be taken seriously.
 Must represent the organization’s voice, if a bit less formal.
 Online expectations same as offline “on the job” expectations.
“Must Have” Characteristics of a Community Manager
 Big Eyes – Watch trends and behaviors.
 Big Ears – Listen to what stakeholders are saying to each other.
 Small Mouth – Keep quiet, resist the urge to be reactive or defensive.
The community will police these things themselves.
#MO4H

90. Engaging Audiences
Strategies for Success
1. Know why they’re there.
Figure out why your customers are they coming to your Facebook page
and why do they it? Is it because of conversation? Engagement with fans
of similar interests? Hot button issues?
2. Show that you’re genuinely interested.
Contribute relevant content to stimulate conversation. Try to make sure
that each person who ‘likes’ your Facebook page knows that the brand
cares about them in a genuine way.
You should be generating conversation among your loyal fans, not
spamming them with marketing messages.
“A community who is drawn together becomes a valuable asset.”
#MO4H

91. Engaging Audiences
Strategies for Success
3. Encourage followers to talk about themselves. Be a good listener.
Update content consistently and ask a lot of questions. Make sure you
listen to the answers, so you can ask better questions the next time. While
the number of people who ‘like’ your Facebook page is important, those
who actively engage with you is even more important for your brand.
4. Communicate in terms of the other person’s interests.
Why do people want to become a fan of your page? Why do they like your
content? Learn what interests your target audience has beyond just the
interactions with your brand.
“A community who is drawn together becomes a valuable asset. ”
#MO4H

92. Engaging Audiences
5. Make the other person feel important – and do it sincerely.
Recognize the people who create or share the most information about
your brand. For example, create loyalty rewards such as points or
badges or stars. These encourage your fans to keep coming back for
more and more. Developing a “fan of the day” or “fan of the week” on
your page can make your fans feel like they are an important part of
everything you do as a brand.
6. Give honest and sincere appreciation.
A simple “thank you” needs to go deeper. You need to give them
something of value such as free ticket, a coupon, exclusive access, gift
certificate or a momento. Something creative to show them that you really
appreciate them and are thankful that they are a brand advocate.
#MO4H

93. Engaging Audiences
7. Throw down a challenge.
Create a contest. Be creative. For example, you can create a user-
generated content contest about why they are your biggest fan. Or you
can create a contest where they take a video or photo about using your
product or service.
Consider large prizes if possible, such as a trip, cash or meeting your
brand celebrity.
Source: Matt Royse, Knowledge Enthusiast
#MO4H

94. Social Media Guidelines
4-H Faculty/Staff Features
 Professional judgment
 Professional behavior
 Applies if youth link to your
social media content
 Intended to be general –
across platforms
 Time for 2.0

95. Social Media Guidelines
How should we update this?
 Professional judgment
 Professional behavior
 Application
 Cross-platform or specific?
 What else?

96. Social Media Guidelines
4-H Volunteers Features
 Capacity of presence
 Do not undermine 4-H
 More “should” than “don’t”
 Applies if youth link to your
social media content
 Intended to be general –
across platforms
 Time for 2.0?

97. Discussion: Social media and
Cost Recovery

98. Social media myths
 You can control the conversation
 You can participate, listen, and try to direct the conversation, but it
will happen anyway
 It is inexpensive and fast
 Costs include staff time, resources, and opportunity costs
 It takes time to build “street cred”
 Will other duties go undone with the time dedicated to social media?
 It may be worth it
 Social media is hard
 It’s not hard, just involved
 You must keep up and stick to what’s relevant
#MO4H

99. Social media myths
 Results are difficult to measure
 There are tools to help you measure the results of your social media efforts
(Hootsuite, Google Analytics, Feedburner, Alexa, etc.)
 Qualitative Considerations
 Are you reaching audiences you’ve never reached before?
 Are you being talked about in a positive light?
 Quantitative Considerations Real-time data analytics
In the social world there are
 Traffic two main types of data:
 Number of re-tweets the conversation and the
 Number of conversations/threads behaviors that result from it
 Number of followers/fans
 Number of subscribers
#MO4H

100. #MO4H

101. Closing Thoughts
 Social media networks are human networks.
 Social networking is about social science.
 As social scientists, 4-H professionals are highly
appropriate as subject matter experts.
 Familiar with the technology
 Understand the human environment
 4-H knows how to leverage these things to create
positive youth development opportunities!

102. hank you…and WELL DONE!
Building & Wielding Bradd Anderson
andersonb@missouri.edu @braddtastic
#MO4H