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Social Media Roundup

      Telling a story with
         Social Media
      Planning, posting, measuring
Social Media Roundup




                         Agenda
In this week’s Social Media Roundup, we’ll take a look at
what it takes to produce an effective social media strategy.

•   Introduction
•   Planning
•   Pre-execution
•   Execution
•   Responding
•   Measuring
Social Media Roundup



News and information in a social media world
                            Today, people get their news
                             from social media. Not all
                             their news of course, but a
                             great deal of it.
                            In this social media culture,
                             people no longer look for the
                             news, the news finds them
                             through news feeds, RSS
                             feeds, twitter feeds, etc.
                            In order to reach the largest
                             audience possible, news
                             outlets, government
                             organizations and thought
                             leaders are turning to social
                             media platforms to spread
                             their message.
Social Media Roundup


   The Army uses social media to provide supporting coverage of an event. By
    synchronizing multiple platforms, a story can be told through video, photos and links.
Social Media Roundup



          Creating a successful social media campaign

   There are several social media platforms
    available to help tell a story and cover an
    event, but they are just tools. The trick is
    learning how to use these tools effectively.
   A successful social media campaign goes
    beyond just posting links and photos, it’s a
    process, and it requires planning.
   To create a successful social media
    campaign, it’s important to plan, execute,
    respond and measure.
   In this Social Media Roundup, we will use
    the recent Medal of Honor ceremony for
    SSG Salvatore A. Giunta as an example
    illustrating how to organize a social media
    campaign.
Social Media Roundup




          Planning
Developing a social media strategy
Social Media Roundup



   Developing a social media strategy                  Developing a strategy
    requires research and preparation.
   To create a successful campaign, it is
    important to prepare.
       Identify goals of the strategy
       Identify target audiences
       Identify the social media platforms that will
        be used in strategy
       Draft posts ahead of time
       Identify links ahead of time
       Determine how each post will be measured
        for effectiveness
   One way to plan all of this in advance
    is to create a social media strategy
    document. A template of social media
    strategy document can be viewed on
    the right or downloaded from the
    Army’s Slideshare site:
    http://slidesha.re/dQgiVa
Social Media Roundup




   Careful planning is crucial
                                                     Developing a strategy
    when preparing for a social
    media campaign. It is
    important to check all the
    links and draft all the posts in
                                       Planning Strategy
    advance.
   Drafting the posts in advance
    and including them in the
    strategy document gives
    everyone visibility of the
    plan. Once the document is
    created and approved,
    anyone can pick up the
    strategy document and
    execute the plan.

                                  Execution
Social Media Roundup




          Pre-execution
Building awareness and generating interest
Social Media Roundup


   There are several courses of action                Pre-execution steps
    a social media team should take
    leading up to an event to make sure
    the public and the media is
    interested and aware of a news
    event.
       Build awareness beforehand by linking to
        official external sites, or posting trivia
        information to your social media
        platforms.
       If Twitter is part of the social media
        strategy, make sure a hashtag is in place,
        then advertise the hashtag so people are
        using it before the event. By putting it out
        there in advance, it will make it easier to
        track the reach of tweets later on.
       Email potential bloggers and media early
        with educational and promotional
        products.
       Reach out to other social media teams
        and provide information and graphics so
        they can post to their sites as well.
Social Media Roundup




          Execution
Linking, cross promoting and updating
Social Media Roundup


   On the day of the event, social
    media managers can simply cut         Executing a strategy
    and paste their way through the
    day.
   In some cases a social media team
    may only have one person. If that’s
    the case, sites like HootSuite can
    schedule posts and tweets to go
    out at certain times so users don’t
    have to post manually. However, if
    events change, pre-scheduling can
    potentially cause problems.
   It’s important to be prepared to
    change the strategy if necessary.
    Occasionally, a ceremony time
    may change, or a link may go
    down, so social media managers
    need to be prepared to deviate
    from the plan.
Social Media Roundup



                                                                            Executing a strategy
                                                                               On the day of the event, it’s
                                                                                important to continue posting and
                                                                                continue updating. Occasionally,
                                                                                a live stream link will become
                                                                                available, or new photographs will
                                                                                surface. It’s also good to link to
        To link to another Facebook site, first “like” their
                                                                                other Facebook sites because it
         page. Then, when writing the post type an “@” in                       shows how other sites are adding
         front of the name of the unit and Facebook will take                   to the conversation.
         care of the rest.
                                                                               Keep in mind that while links,
                                                                                photos and information are great,
                                                                                it is possible to over saturate the
                                                                                platforms with event information.
                                                                                Make sure to pick the right links
                                                                                and avoid over posting.
       This is an example of using a link in a post. Facebook will recognize
        this and include the link and sometimes a graphic with the post.
Social Media Roundup




      Responding
Reacting to bumps along the road
Social Media Roundup



Responding to potential problems
        From time to time, a social media-related
         problem may arise during an event, like a fake
         twitter account, or a series of negative wall
         posts. Make sure there is a plan in place
         specific to the unit or organization to respond to
         potential problems.
        For example, during SSG Giunta’s Medal of
         Honor ceremony, a fake Twitter account
         surfaced. The Online and Social Media Division
         took a series of steps to identify the page as an
         impersonation of SSG Giunta, including a Tweet
         from the U.S. Army’s verified page and a direct
         message to the user updating the page. The
         owner of the site eventually changed his info
         box to indicate it was a “fan” twitter account.
        Every situation is different; that’s why it’s
         important to have an organization-specific crisis
         plan in place.
Social Media Roundup




                Measuring
Determining the reach and success of your message
Social Media Roundup


   Posting is one thing, but            Measuring success
    measuring the success of a post
    is something entirely different.
   It’s important to track metrics
    across all platforms. On
    Facebook, social media
    managers can track “comments”,
    “likes” and “impressions”. On
    Twitter, it’s good to track
    “retweets” and “mentions”.
    “Retweets” and “mentions” can
    both be tracked by clicking on the
    message or by using
    TweetReach, an application that
    shows how far your tweets go.
   On YouTube and Flickr, the most
    important numbers are measured
    through “views”.
Social Media Roundup




   Once the numbers are
                                                      Measuring success
    recorded, those numbers
    can be included after
    each post on the social
    media strategy document.      Planning Strategy      Measurement in Planning Strategy
    This allows senior leaders
    to see the before and
    after effects of a social
    media strategy.
   It’s also advised to create
    a slide including numbers
    and screenshots to
    visually demonstrate the
    success of a social media
    campaign.
Social Media Roundup



                                                                       Summary
•   Developing a successful social media campaign requires more than just posting
    links. To be effective, a social media strategy requires research, planning, pre-
    execution, execution and measuring.

•   Creating a social media strategy not only helps with planning, it also makes it
    possible for those not associated with the planning to execute the strategy.

•   It’s important to plan for the worst. Make sure there is a plan in place to deal with
    social media-related issues, like imposter Twitter sites, negative wall posts or
    social media site malfunctions.

•   Measure the success of a campaign. It’s easy to post information and forget it, but
    a social media team can’t truly evaluate their success if they fail to measure how
    their messages resonate on the platforms they use.
Social Media Roundup



                                        Contact information
Have questions? Please feel free to
reach out to us at the Online and
Social Media Division
Email:
Ocpa.osmd@us.army.mil




12/1/2010

OFFICE OF THE CHIEF OF PUBLIC AFFAIRS
PENTAGON

                                                             20

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Telling a story with social media

  • 1. Social Media Roundup Telling a story with Social Media Planning, posting, measuring
  • 2. Social Media Roundup Agenda In this week’s Social Media Roundup, we’ll take a look at what it takes to produce an effective social media strategy. • Introduction • Planning • Pre-execution • Execution • Responding • Measuring
  • 3. Social Media Roundup News and information in a social media world  Today, people get their news from social media. Not all their news of course, but a great deal of it.  In this social media culture, people no longer look for the news, the news finds them through news feeds, RSS feeds, twitter feeds, etc.  In order to reach the largest audience possible, news outlets, government organizations and thought leaders are turning to social media platforms to spread their message.
  • 4. Social Media Roundup  The Army uses social media to provide supporting coverage of an event. By synchronizing multiple platforms, a story can be told through video, photos and links.
  • 5. Social Media Roundup Creating a successful social media campaign  There are several social media platforms available to help tell a story and cover an event, but they are just tools. The trick is learning how to use these tools effectively.  A successful social media campaign goes beyond just posting links and photos, it’s a process, and it requires planning.  To create a successful social media campaign, it’s important to plan, execute, respond and measure.  In this Social Media Roundup, we will use the recent Medal of Honor ceremony for SSG Salvatore A. Giunta as an example illustrating how to organize a social media campaign.
  • 6. Social Media Roundup Planning Developing a social media strategy
  • 7. Social Media Roundup  Developing a social media strategy Developing a strategy requires research and preparation.  To create a successful campaign, it is important to prepare.  Identify goals of the strategy  Identify target audiences  Identify the social media platforms that will be used in strategy  Draft posts ahead of time  Identify links ahead of time  Determine how each post will be measured for effectiveness  One way to plan all of this in advance is to create a social media strategy document. A template of social media strategy document can be viewed on the right or downloaded from the Army’s Slideshare site: http://slidesha.re/dQgiVa
  • 8. Social Media Roundup  Careful planning is crucial Developing a strategy when preparing for a social media campaign. It is important to check all the links and draft all the posts in Planning Strategy advance.  Drafting the posts in advance and including them in the strategy document gives everyone visibility of the plan. Once the document is created and approved, anyone can pick up the strategy document and execute the plan. Execution
  • 9. Social Media Roundup Pre-execution Building awareness and generating interest
  • 10. Social Media Roundup  There are several courses of action Pre-execution steps a social media team should take leading up to an event to make sure the public and the media is interested and aware of a news event.  Build awareness beforehand by linking to official external sites, or posting trivia information to your social media platforms.  If Twitter is part of the social media strategy, make sure a hashtag is in place, then advertise the hashtag so people are using it before the event. By putting it out there in advance, it will make it easier to track the reach of tweets later on.  Email potential bloggers and media early with educational and promotional products.  Reach out to other social media teams and provide information and graphics so they can post to their sites as well.
  • 11. Social Media Roundup Execution Linking, cross promoting and updating
  • 12. Social Media Roundup  On the day of the event, social media managers can simply cut Executing a strategy and paste their way through the day.  In some cases a social media team may only have one person. If that’s the case, sites like HootSuite can schedule posts and tweets to go out at certain times so users don’t have to post manually. However, if events change, pre-scheduling can potentially cause problems.  It’s important to be prepared to change the strategy if necessary. Occasionally, a ceremony time may change, or a link may go down, so social media managers need to be prepared to deviate from the plan.
  • 13. Social Media Roundup Executing a strategy  On the day of the event, it’s important to continue posting and continue updating. Occasionally, a live stream link will become available, or new photographs will surface. It’s also good to link to  To link to another Facebook site, first “like” their other Facebook sites because it page. Then, when writing the post type an “@” in shows how other sites are adding front of the name of the unit and Facebook will take to the conversation. care of the rest.  Keep in mind that while links, photos and information are great, it is possible to over saturate the platforms with event information. Make sure to pick the right links and avoid over posting.  This is an example of using a link in a post. Facebook will recognize this and include the link and sometimes a graphic with the post.
  • 14. Social Media Roundup Responding Reacting to bumps along the road
  • 15. Social Media Roundup Responding to potential problems  From time to time, a social media-related problem may arise during an event, like a fake twitter account, or a series of negative wall posts. Make sure there is a plan in place specific to the unit or organization to respond to potential problems.  For example, during SSG Giunta’s Medal of Honor ceremony, a fake Twitter account surfaced. The Online and Social Media Division took a series of steps to identify the page as an impersonation of SSG Giunta, including a Tweet from the U.S. Army’s verified page and a direct message to the user updating the page. The owner of the site eventually changed his info box to indicate it was a “fan” twitter account.  Every situation is different; that’s why it’s important to have an organization-specific crisis plan in place.
  • 16. Social Media Roundup Measuring Determining the reach and success of your message
  • 17. Social Media Roundup  Posting is one thing, but Measuring success measuring the success of a post is something entirely different.  It’s important to track metrics across all platforms. On Facebook, social media managers can track “comments”, “likes” and “impressions”. On Twitter, it’s good to track “retweets” and “mentions”. “Retweets” and “mentions” can both be tracked by clicking on the message or by using TweetReach, an application that shows how far your tweets go.  On YouTube and Flickr, the most important numbers are measured through “views”.
  • 18. Social Media Roundup  Once the numbers are Measuring success recorded, those numbers can be included after each post on the social media strategy document. Planning Strategy Measurement in Planning Strategy This allows senior leaders to see the before and after effects of a social media strategy.  It’s also advised to create a slide including numbers and screenshots to visually demonstrate the success of a social media campaign.
  • 19. Social Media Roundup Summary • Developing a successful social media campaign requires more than just posting links. To be effective, a social media strategy requires research, planning, pre- execution, execution and measuring. • Creating a social media strategy not only helps with planning, it also makes it possible for those not associated with the planning to execute the strategy. • It’s important to plan for the worst. Make sure there is a plan in place to deal with social media-related issues, like imposter Twitter sites, negative wall posts or social media site malfunctions. • Measure the success of a campaign. It’s easy to post information and forget it, but a social media team can’t truly evaluate their success if they fail to measure how their messages resonate on the platforms they use.
  • 20. Social Media Roundup Contact information Have questions? Please feel free to reach out to us at the Online and Social Media Division Email: Ocpa.osmd@us.army.mil 12/1/2010 OFFICE OF THE CHIEF OF PUBLIC AFFAIRS PENTAGON 20