Social Media at Rutgers with Greg Jarboe
Rutgers Social Media Marketing Course scheduled for December 6-10, 2010 in Piscataway, New Jersey. Greg is president of SEO-PR, author of YouTube and Video Marketing: An Hour a Day, and member of the Rutgers faculty. I asked him some questions about the Rutgers course and about social media in general.
1) Isn’t social media just for kids? Or at least for the twenty-something set?
According to the Pew Research Center’s Internet & American Life Project, young adults continue to be the heaviest users of social media, but the growth in their use of social media pales in comparison with recent gains made by older users. Social networking use among internet users ages 50 and older nearly doubled—from 22% in April 2009 to 42% in May 2010. By comparison, social networking use among users ages 18-29 grew by 13%—from 76% to 86%.
2) Will people be able to learn some analytics in the one work course? Business people often ask, how can I measure ROI on social media? Will the course help answer this question?
Yes, participants will learn about analytics in the course. In fact, one of the sessions is Measuring & Tracking Social Media ROI. And one of students of an earlier course talked about what she had learned in a YouTube video:
3) What sort of skills or background should a person have to take this course?
The only requirement for enrolling in the Social Media Marketing Course is an undergraduate degree. It would be illogical to require additional skills or background. As former Secretary of Education Richard Riley has observed, the top 10 jobs that are in demand in 2010 didn’t exist in 2004. In fact, Facebook was founded in 2004, YouTube in 2005, and Twitter in 2006. So, if you took a marketing course in college before 2004, don’t blame your professor for not covering social media.
4) You seem to know a lot about video marketing. Can you state a few tips on a business can get their video watched?
First, you need to get your video discovered before it will be watched. Why is this necessary? Because 24 hours of video is uploaded to YouTube every minute. So, you need to optimize your video for YouTube search in order to help it get discovered. Then, after viewers watch your video, a significant percentage need to share it with their friends and colleagues. YouTube is a social medium, not a broadcast medium. It enables users to share videos by embedding them in blogs and sharing them on Facebook and Twitter. So, your video content needs to be compelling enough that users will share it with others.
5) Can you show us some great examples business videos? Or other noteworthy social media uses by a business?
Here are half a dozen examples that I cover in my session on Videos & Social Media:
Monty Python (www.youtube.com/montypython) increased DVD sales 23,000%
Dynomighty Design (www.youtube.com/user/tkelleman) sold $130,000 of jewelry
Orabrush (www.youtube.com/orabrush) sold $1 million of tongue cleaners
Michelle Phan (www.youtube.com/user/MichellePhan) sold millions of dollars of beauty products
Expert Village (www.youtube.com/user/expertvillage) made millions of dollars in advertising revenues
As for other noteworthy social media uses that I cover in my session, Piper Aircraft used a $50,000 social media campaign to sell $2.1 million of PiperSport light sport aircraft in less than 90 days — providing Piper with a return on marketing investment (ROMI) of 40.0.
Thank you, Greg, for sharing your knowledge with us! You can learn more about the Mini-MBA in Social Media at Rutgers Center Management Development.
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