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SOCIAL MEDIA – THE WHO, HOW, WHY AND ROI VA AWWA Water Awareness & Outreach Committee Webinar July 14, 2016
Transcript of SOCIAL MEDIA – THE WHO, HOW, WHY AND ROI Awareness... · SOCIAL MEDIA – THE WHO, HOW, WHY AND...
SOCIAL MEDIA – THE WHO, HOW, WHY AND ROIVA AWWA Water Awareness & Outreach Committee Webinar
July 14, 2016
Why Social Media?
Communication is the foundation of any strong relationship…
Water, Power, etc. Outages
Street Closures
Project Updates
Crisis Management
Showcase Success Stories
Encourage Feedback
Others…?
Who’s Using Social Media?
% of Online Adults on Social Media
0
10
20
30
40
50
60
70
80
90
100
Social Media Use by Age
All 18-29 30-49 50-64 65+Pew Research Center
Stats on Facebook
71% of online adults use Facebook
By Gender: 66% of Men
77% of Women
By Age:18-29 – 87%30-49 – 73%50-64 – 63%
65+ – 56%
By Race:White – 71%Black – 67%
Hispanic – 73%
By Education:High School – 70%
Some College – 71%College+ – 74%
By Income:> $30,000 – 77%
$30,000-$49,000 – 69%$50,000-$74,000 – 74%
$75,000+ – 72%
By Location:Urban – 71%
Suburban – 72%Rural – 69%
So, Facebook is all we
need, right…?
Stats on Twitter
23% of online adults use Twitter
By Age:18-29 – 37%30-49 – 25%50-64 – 12%
65+ – 10%
The Global Social Media Impact Study observed people aged 16 to 18…found Facebook use was in sharp decline
They’re “turning to simpler services such as Twitter, Instagram, Snapchat and WhatsApp”
Facebook is “uncool” and they “keep their profiles live purely to stay in touch with older relations”…ouch!
Thoughts on Instagram
26% of online adults use Instagram
“Instagram has edged out Facebook and Twitter in termsof prestige among young users.”
“U.S. teens now describe Instagram as most important."
Thoughts on Snapchat
“Snapchat is the youngest social network of all.”
“More than six out of 10 Snapchat users are in the 18-24 age group.
Why is reaching teens important?
Just when you think you’ve seen it all…
The Conversation Prism
Thoughts on Facebook
Thoughts on Twitter
Thoughts on Instagram
Virality…?
Which Social Media Platform?
Tap into all your possible connections, but be concise…
Criticality Age PlatformLow
Normal
Critical
16-18
18-29
30-49
50-64
65+
Which Social Media Platform?
No need to tap into every platform…
Criticality Age PlatformLow
Normal
Critical
16-18
18-29
30-49
50-64
65+
Which Social Media Platform?
This is a time when less is more…
Criticality Age PlatformLow
Normal
Critical
16-18
18-29
30-49
50-64
65+
Social Media ROI
It’s about your critical message received in time to prevent…
Dollars and maybe even lives saved, but certainly your relationship with the community…
Social Media ROI
Beyond revenue, social media can boost public relations…
Set Your Goals
Friends/Followers
Clicks/Likes
Retweets/Reposts
Social Interactions/Videos Viewed
Most Importantly…
Reduced Incident Responses
In Summary, Things to Consider
In social media, what’s viral today may not be tomorrow…
Your audience
Your message(s)
Virality
Criticality
Reassess Annually
Engage Teens & Young Adults
Feedback
Thanks!
Feel free to reach out if you have questions later…
Beverly [email protected]
Beverly Noffsinger@MeleneCommbeverlynoffsingerbnoffy
