2. Who am I?
A little about me… A little about Travel Channel…
• Social Media Manager at • World’s leading travel media brand
Travel Channel • 8 Facebook pages
• Working on social media • 6 Twitter handles
strategy for brands for the • Over 5 million Facebook fans
last 4+ years • Over 1 million Twitter followers
• YouTube, Tumblr, Foursquare,
Instagram, Pinterest
• Some of our shows: No
Reservations, Bizarre Foods, Man v
Food Nation, Off Limits
3. What is your goal in social media?
Your goal might be…
• Drive sales
• Drive ratings
• Just drive awareness
• Drive actions (sign petitions, donate
money, register for an event)
Your goal should NOT be: getting
a million fans.
4. Your primary goal in social media should be
to build a community of people passionate
about your brand.
Your business goals are second.
5. Listen before you talk
• Hootsuite or Tweetdeck to monitor daily
brand mentions and publish updates
– Set up columns for hashtags & relevant Twitter
lists
• Sysomos or Radian6 to capture broader
discussion across the web about your brand
6. Establish your playbook. Put it in writing.
What platforms will you engage on?
How often will you post on each platform?
Twice a week ? Twice a day?
What do you want your “voice” to be?
What is your response/comment policy?
What types of content? Video? Photo? Polls?
7. Get the basics set up
• Allocate resources
– Not just your intern, or
your CEO’s kid
• Page Descriptions
• Comment Policies
• Landing Tabs
• Fresh Content
• Promotion (TV,
website, email, print
materials)
See Hubspot’s “Anatomy of A Successful Facebook Page”
8. You’ve got fans – now keep them engaged
• Content that adds value
• Regular Features /
Traditions
• Invite users to participate
• Exclusive content
• Access to talent/experts
9. With every post, ask yourself:
Is this interesting, entertaining, or
somehow providing value to
people?
Two secrets to boosting interactions:
Clear call to action (like, comment, share)
Rich media (link, photo, video)
More interactions ↔ More impressions
10. Remember to be human…
At the end of the day, social
media is still just that:
people talking to people.
