We think about thetools, but we should bethinking about…..
What do we want to achieve?Have we the resources to commit to social media?Do we produce enough quality content to sustain socialmedia marketing?Which social media channels are most relevant for us?Is our website fit for purpose and prepared for social mediaattention?Key Questions
Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011
Source: DW Publications: Whitepaper 14;Social Media in the Public Sector, 2011
Key Steps in SocialMedia Audit:Current UsersMonitor you brand, industry and issues, competitors onlineEstablish what’s wrong with your current social media:• Very small social media community?• Poor content?• No engagement ?
Key Steps in SocialMedia Audit:BeginnersEstablish need and benefits for being on social mediaMonitor your brand, industry and issues, competitors onlineEstablish how you will research and manage social media:• What training is required?• What content you post?
Social MediaObjectivesReachyoungeraudiencesPromotebrandawarenessImprovemediarelationsBoostdonationsLeadgenerationBoost SalesCreatedialogue withcustomersImproveCustomerServicesBe seen to beusing it!Send outinformationSource staff/ recruit
ExerciseMap out two:• Business objectives• Marketing objectivesHow do you believe social media will allow youto achieve your objectives?
Account Name Twitter ID Category Short Description No. of FollowersDiscover NI @discoverNI Tourism 2012 touristcampaign2300The Irish News @Irish_news Daily Press Local dailynewspaper5012Belfast Times @Belfasttimes What’s on What’s on guide forBelfast and NI2787Alan Simpson @AlanSimpsonBBC Radio BBC Radio UlsterPresenter5196EtcEtcEtcAudienceMapping
“The term white paper...... refers todocuments used by businesses asmarketing or sales tools. They argue thatthe benefits of aparticular technology, product or policyare superior for solving a specificproblem”(Source: Wikipedia)
Social MediaExercise: Contentand EngagementConsumerB2B
Exercise: B2BReview the Facebook Page for:• Cree.comQ. What do they use social media for?Q. What types of content do they post?Q. How do people engage with the content ?
Exercise:Content andEngagementReview the Facebook Page for:• Greater Manchester Police• Northern Ireland Council for Ethnic MinoritiesQ. What do they use social media for?Q. What types of content do they post?Q. How do people engage with the content ?
• Negative comments on your social channels• Crisis PR angle – spread via social media• Damage caused by employee misuse of Social media• Poor use of social media – brand damageOnlineReputation Risks
Social Media Policy Guide – FreeDownload!http://www.octaveoc.com/downloads.aspDesigned to help managers and directorsunderstand more about social media risks andhow they can develop a social media policy fortheir organisation.
Organisational Structure• What tends to happen:- Owned by Marketing/ a “Bright Spark”- Has a Board level sponsor• What should happen:- Adopted business wide- Integrated with all communications• It’s a cultural change for most• It’s not easy and can’t be forcedSource: Econsultancy, 2012
Where things go wrong…The best strategy is useless if:• The business aren’t genuinelybehind it• There isn’t cross departmental buy in• Results focus is purely “conversions, metrics and sales”• “Social Media” is seen as an “add on”• It doesn’t form part of the everyday way of workingSource: Econsultancy, 2012