Social Media Management

and Information
Dissemination
KIM G. Quilinguing
UP System Information Office

What is Social Media?

A group of Internet-based
applications that build on the
ideological and technological
foundations of Web 2.0, and
that allow the creation and
exchange of user-generated
content
Andreas Kaplan and Michael Haenlein
Users of the world, unite! The
challenges and opportunities of social
media (2010)

Content
Generati
on

Interacti
on

Graphic from Pascale Communications via http://www.wordstream.com/blog/ws/2014/08/14/increasetraffic-to-my-website

Why go into Social Media?

44,200,540 out of
107,668,231 Filipinos are online
Filipinos spend 21.5 hours
online every week
29,890,900 Facebook users
Almost 10 million Twitter users
10th country with the most
Twitter users
Smartphone sales in the
Philippines grew by 326% in
2013

Photo from: http://blogs.wsj.com/indonesiarealtime/2014/04/22/missed-connection-filipino-social-mediagurus-and-speedy-internet/

References:
http://www.internetworldstats.com/asia.htm#ph
http://www.nielsen.com/us/en/insights/news/2011/surging-internet-usage-in-southeast-asia-reshaping-themedia-landscape.html
http://www.gfk.com/news-and-events/press-room/press-releases/Pages/GfK%20Asia%20-%20Southeast
%20Asias%20mobile%20phones%20market%20grew%20by%2024%20percent%20in%20volume%20over
%20the%20last%2012%20months.aspx

Developing a strategy for Social Media

Determine your objectives
What do you want to use social media for?
What do you want to achieve?

Identify your target audience

Who are they? What do they look for?
What are they saying?

Develop an internal approach

What social media platforms do you use?
Who will be responsible for maintenance?
Who will be responsible in an emergency
situation?
Source: Smart Tips for Category 1 Responders in Using Social Media in Emergency Situations
https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/85946/Using-social-media-in-emergencies-smarttips.pdf

Developing a strategy for Social Media

Establish a presence
Develop a strategy on how and where you will
publicize you social media presence

Sustain your presence

Think of ways to maintain interest in your website
and social media accounts
Strive to interact and engage rather than broadcast

Evaluate and learn

Try there is no one size fits all approach
Measure how well are you meeting your
objectives?
Iterate always feed information and update
approach
Source: Smart Tips for Category 1 Responders in Using Social Media in Emergency Situations
https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/85946/Using-social-media-in-emergencies-smarttips.pdf

6 Ways to Build Trust Through Social

Media
Communicating Thought Leadership communicate
expertise and provide content others will share
Transparency people will talk about issues involving
you; get involved and guide the conversations
Quick and Responsive Communication Dont be
afraid of complaints via social media; address them
head on.
Ensures Accountability If open and interactive
engagement in social media is desired, a level of
accountability must be exhibited
Fun and simple engagement Encourage
entertaining engagement by sharing videos, apps and
other materials; Dont always make it about you and
your services
Social responsibility Show the audience that you
care more about the community than yourself
Source: 6 Ways Brands Build Trust Through SocialMedia
http://www.forbes.com/sites/brentgleeson/2012/10/31/6-ways-brands-build-trust-through-social-media/

Office of the Vice Chancellor for Community

Affairs
Alexa.com provides that upd.edu.ph is:
140,957th most popular website
worldwide
940th most popular in the Philippines
Visited more by females than males
Visited mostly by those with graduate
education
Browsed by visitors from their homes
Average time spent: 3 minutes
Average number of pages read: 3

http://www.alexa.com/siteinfo/ovcca.upd.edu.ph

Office of the Vice Chancellor for Community

Affairs
Google Page Rank says that
ovcca.up.edu.ph is:
Ranked 5/10
Linked to 39 other websites
Very weak in Public Relations
content
Visitors come to the website via:
Links (69.94%)
Search (22.04%)
Social Media (8.02%)

http://checkpagerank.net/index.php

Office of the Vice Chancellor for Community

Affairs
According to LikeAlyzer:
21.73 % growth in followers since
December
12.39% engagement rate with
followers
0.83 post per day
Average of 30 likes, comments or
shares
62.5% of posts are photos; 20.8% of
posts are links; 16.7% of posts are
status updates
Perfect timing of posts (5am 8 am)
since most followers are also online
Length of posts are less than 100
http://likealyzer.com/facebook/ovcca
characters

UPD Office of the Campus Architect

Using LikeAlyzer it can be said that:
30.34 % increase in followers since
December
11.21% engagement rate with followers
2.4 posts per day
41.7% are photos; 37.5% are videos;
4.2% are links; and 16.&% are status
updates
Recommended posting time is 5pm 8pm instead of 5am - 8am
Post descriptions also need to be
longer, as they explain more about the
http://likealyzer.com/facebook/957289937620892
shared content

UPD Campus Maintenance Office

LikeAlyzer analysis showed:
14.06% growth in followers since
December
5.48% engagement rate with
followers; rate should be at least
7%
1.32 posts per day
50% of posts are photos; 50% of
posts are links
Recommended time for posts is
between 11am 3 pm instead of 8
am - 12 noon
http://likealyzer.com/facebook/1525538517687563

UP Diliman Health Service

According to LikeAlyzer, theres
been a:
30.91% increase in followers
since December
6.94% engagement rate;
recommended minimum
engagement rate is 7%
1 post per week; 100% photos
Average likes, comments or
shares on posts: 1
Recommended posting time is
between 2 pm 6 pm instead
of 5 pm 8 pm

http://likealyzer.com/facebook/updhealthservice

UP Diliman Police
LikeAlyzer analysis showed:
10.39% increase in followers
since December
2.75% engagement rate;
recommended rate is at least 7%
1.08 post per week
92.9% of the posts are photos;
7.1% are status updates
Recommend hours for posting is
between 11 pm 2 am instead of
7 am - 11 am
http://likealyzer.com/facebook/729425110462347

OVPPA Levels of Communication

Level 1: Public Safety Announcements
Urgent security matters (health, safety, online security, etc.)
Bad weather and suspension of classes
Campus-wide policy changes that are time-critical
Level 2: University Policies and Policy Changes
High importance announcements which will affect the community
Includes regulations, memoranda, academic and non-academic policies
Level 3: Events
Announcements on academic and non-academic activities which are planned in
advance
Level 4: News
News content relating to events, programs and policies, both office-generated
and those produced by news organizations

How to measure impact on Social

Media?
Analytics
The study of the impact of a website or social media account on its
users
Web analytics software or services track the following:
How many people visit your website or social media account?
How many are unique visitors?
How did they arrive at your website or social media account?
What keywords led them to your website or social media account?
How long did they stay on your website or social media account?
Source: http://www.webopedia.com/TERM/W/Web_analytics.html

Facebook Insights
Built-in analytics service for Facebook pages
It allows measurements of:
Likes number of followers of your page
Reach number of people or Facebook users who were able to see your
posts
Visits number of people who visit your page and tabs
Posts which and what kind of posts are liked, shared and commented
most
People gives an overview of the followers and visitors of your page

Facebook Insights: Likes

Facebook Insights: Reach

Facebook Insights: Reach

Facebook Insights: Visits

Facebook Insights: Posts

Facebook Insights: Posts

Facebook Insights: Posts

Facebook Insights: People

Facebook Insights and Content

Generation
Data from Insights tell us to:
Share links from news organizations and other sources
Post status updates on certain events and announcements
Post materials between 6 pm to 9 pm
Use language more appealing to women between 18 24
years
Use English or Filipino

Workshop on Social Media Management

Group yourselves according to your office (OVCCA,
UPDOCA, UPDCMO, UPDP, UPDHS, UPDHO, UPDOCR,
UPDTFSWM)
Evaluate the content of your Facebook page according
to the OVPPA Levels of Communication
Assess your Facebook page using the evaluation from
LikeAlyzer
Formulate a Social Media Strategy for your office

Social Media Strategy

Objectives what do you want to use social media for?
Target Audience Who would like to speak to?
Internal Approach Who will maintain your social media account?
Establishing your presence How will you promote your
account?
Sustaining your presence How will you keep your audience
interested?
Evaluate and learn How will you measure effective social media
use?

A thought on Social Media

We dont have a choice on whether we do social media,

the question is how well we do it.

Erik Qualman
Author, motivational speaker, educator