What strategies should organizations (or
individuals) use to build and maintain quality
Spend more time listening
Follow and subscribe to your consumers
Get involved in related communities. Take some time to
monitor the discussions that are happening around the web that
are relevant to you, and gauge the appropriateness of joining in
(according to whether it is ethical, whether it will be perceived as
Set goals and dedicate time to engagement
Engagement = “when you can seduce an action or conversation
out of your viewers” (@FuelOnline)
Low engagement (used to be good enough): Facebook
likes, LinkedIn endorsements
Higher engagement (the standard today): Re-
Tweets, conversations, sharing content with others, click-throughs
Emmy winning Cameraman
First, Find your audience
Discussion: Who do you want
your audience to be? Who is
your actual audience?
HD action cameras
Decide on your “brand”
Will you be uplifting? Fun &
entertaining? A voice of
knowledge / reason? A mythbuster?
(consistency, especially for a
brand, is important)
Engage in conversations that fit
Encourage people to engage in conversation and to ask questions
about your brand and/or tap into your expertise on a subject.
Other ways to engage:
Videos / photos
Daily tips / quotes
References & links
Offer solutions to problems
Links to blogs
*If you DO link to
news stories & blogs,
make sure these are
CREDIBLE sources of information.
HOW TO PLAN,
MEASURE Social Media Contests –
Tweet Saturdays & Sundays!
(17% increase in engagement rate compared to weekdays)
Short & Sweet (100 characters); But long Tweets are OK
too, because people may Retweet the entire thing.
Hashtags are great, but don’t use random ones. SEARCH for the
hashtag first to see who is using it and for what.
If you have something really exacting or important, it’s OK to ASK
Used Twitter well – post photos and videos, responded to
audiences, engaged with fans, posted updates every day.
So what more could they do?
= soliciting feedback and opinions from your followers
Can make fans feel like their opinions matter
They Tweeted: “What is your favorite Red Jumpsuit Apparatus
album, song, concert or video?”
They asked fans to record their own “cover song” videos.
“for nonprofit organizations and advocates of social
causes, social media promise new opportunities for mobilizing
social movements” and creating awareness. (Paek et al. 2013)
Every Child Is Yours
Mobilize (by encouraging volunteer activity)
Educate (by linking to educational / awareness information about
childhood stress, etc.)
“studies suggest practitioners are not taking full advantage of the
interactive and dialogic capabilities afforded by Twitter and
Facebook.” (Paek et al. 2013)
When strategic communicators design and manage a social
media campaign, they need to consider the extent to which users
will feel engaged by the platforms.
Campaign message are more effective for producing positive
behavior (volunteering, etc.) if they appear in media vehicles with
which people are highly engaged.
Engagement factors = civic mindedness, utilitarian (helping
people make decisions), social facilitation (“I use things from this
site in discussions with people I know”), inspiration (“It inspires
me in my own life”), enjoyment, community
*using polls, contests and other interactive content to stimulate
interaction; encouraging people to post their own content, photos,
videos, news, etc.
People’s engagement with a social media platform consists of
their experiences with it (i.e., civic mindedness, utilitarian, social
facilitation, and inspiration), as opposed to how long and
frequently they use it.
The more people engage with a media platform that carries a
campaign, the more likely they participate and communicate
about the campaign with others.
Social media campaigners should reasonably expect that the
platforms they use would need to have sufficient interactivity,
user-friendly interfaces, and engaging content.