LEEDS BECKETT UNIVERSITY CLUB OFFICER TRAINING SOCIAL September

LEEDS BECKETT UNIVERSITY CLUB OFFICER TRAINING – SOCIAL September 16, 2016

Communications • Responsible for protecting and enhancing the reputation of our University. • Create news/sport content for the website and social media. • We produce and distribute news releases to media outlets and journalists, commission accompanying video content.

SOCIAL MEDIA AT UNIS/COLLEGES • Harvard University FB: 4. 4 M (where it was created) Twitter: 576 K Instagram: 166 K • Stanford University FB: 1. 05 M Twitter: 576 K Instagram: 105 K • Leeds Beckett University FB: 47, 889 Twitter: 42. 5 K Instagram: 6, 085

Bad Examples A Greek Fraternity in Virginia. Worldwide press coverage. Our Rugby League Club.

Beckett student/Adlington case • Rebecca Adlington abuse from Leeds Beckett student account. Retweeted it to her 51, 000 followers as an example of flak • Denial, explanation friends posted message/didn’t know how to delete tweet • Reported at the time by Daily Mail, Daily Star, Telegraph – articles all still searchable online – and referenced heavily in interviews since • Four years ago in development of Twitter – likely to be picked up in media even more now

Affiliated accounts • Anything with the Beckett name in it is monitored by the Uni • Can be shut down • Nudity is not permitted on accounts

Paul Chambers/Twitter joke trial • Robin Hood airport near Doncaster closed by snow in January 2010 • Chambers tweet: "Crap! Robin Hood airport is closed. You've got a week and a bit to get your s*** together, otherwise I'm blowing the airport sky high!!” • Chambers was found guilty in May 2010 of sending a menacing electronic communication. • Won a challenge against his conviction in July 2012

Laremy Tunsil – 2016 NFL Draft • Ole Miss Rebels (University of Mississippi) Offensive Linesman • Potential No. 1 pick in 2016 NFL Draft • Minutes before start of draft, video appears on Tunsil’s Twitter account • Video shows him smoking from a mask equipped with a bong, tumbles down the board. Eventually taken by Miami Dolphins in 13 th • Potentially cost him millions of dollars

Some of more serious consequences (a) cyber bullying—bullying conducted using the social media or other electronic means; (b) revenge porn—usually following the breakup of a couple, the electronic publication or distribution of sexually explicit material (principally images) of one or both of the couple, the material having originally been provided consensually for private use; (c) trolling—intentional disruption of an online forum, by causing offence or starting an argument; and (d) virtual mobbing—whereby a number of individuals use social media or messaging to make comments to or about another individual, usually because they are opposed to that person's opinions. (e) Harassment, malicious communications, stalking, threatening violence, incitement are all crimes and have been for a long time. *all criminal offences according to parliamentary justice guidelines

BUT DON’T BE PUT OFF! • Crucial engagement tool; communicate directly/interact with fans/followers • Get content seen by audience who might not have been aware of you before • Access to high profile people/organisations without brand/hashtag hijacking • Used to promote unseen side of individuals organisations, highlight social responsibility etc

Engagement • University of Glasgow (opposite) trick or tweet competition • Fun way of interacting, conversational and hashtag • Builds audience that is likely to come back • Tweets with images receive 18% more clicks, 89% more favorites, and 150% more retweets than tweets without images

Video • • Capability across platfoms – Twitter, Facebook, Instagram and Snapchat • • • Digestible content. Shareable. Tends to speak for itself, offers insight and there’s always the chance of a ‘viral’ hit eg. Big hit, funny moment etc https: //twitter. com/NDFootball/status/7728309515420 54912 https: //twitter. com/Bleacher. Report/status/772653538 853945344 https: //twitter. com/USC_Athletics/status/7721623881 70727424 http: //www. walesonline. co. uk/sport/rugbynews/best-try-scored-welsh-rugby-10491386 https: //www. instagram. com/leedsbeckettrugby/? hl=en

Good Examples

Interact with us and other clubs Social Media Tips Interact with us and other clubs Keep it clean, sponsors will be checking your pages Publish your fixtures, results and training times During the next couple of weeks, try and attract new members, use our account for help. Interact with @Leeds. Varsity 16 in the run up

Get social Like us on Facebook: Carnegie Sport Like our Varsity page: Leeds Varsity – Beckett Fans Follow us on Twitter: • @Carnegie. Sport • @Leeds. Varsity 16 • @Carnegie. Lisa • @Carnegie. Jo • @Carnegie. Sarah • @Carnegie. Craig 1