This document provides a 5-step plan for maximizing social media impact: 1. Fine-tune your social media strategy by defining goals, objectives, audiences and metrics. 2. Establish social media guidelines to maintain a consistent voice and messaging. 3. Engage with your fans by recognizing them, soliciting feedback, hosting events and finding new connections. 4. Energize your campaigns by integrating across platforms, creating sharable content and releasing it widely. 5. Measure your social media work by tracking key metrics, observing trends and analyzing sentiment over time.

1. Game Changer: 5 Steps to Maximize
Sian Wu Your Social Media Impact Nicole Lampe
August 2010

2. About Resource Media
• Communications Strategy
• Execution and Outreach
• Digital and Social Media
• Environmental and Health Policy Focus

3. San Francisco Seattle Boulder Kalispell Sacramento
30 Staff
9 Offices
Bozeman Portland Salt Lake City Anchorage

4. Have a Question? Need Help?

5. Game Changer Plan:
1. Fine tune your strategy
2. Establish social media guidelines
3. Engage with your fans
4. Energize your campaigns
5. Evaluate your social media work

6. 1
Focus
Fine Tune Your Social Media Strategy

7. What’s your overarching goal?
What are you
trying to
accomplish?

8. What are your
objectives?
What do you need your
community to do?
Who do you need to influence?
What do they care about?

9. Get Specific
• Define your overarching goal Facebook objectives:
• Use Facebook to find and engage with
• Set specific supporting objectives
women, age 25 to 54 in Portland, OR.
• Be realistic, quantifiable • Over the next 6 months, build
relationships with fans peaking with 250
comments sent to lobby officials.

10. Figure Out
the Numbers
• Look for similar organizations
• Make observations • Note the number of followers over 2
years
• Study their numbers
• Example objective:
• Get ideas for your objectives Gain 200 new followers in 3 months

11. Determine the
Audience
• Current or new supporters?
• Influencers or decision makers?
• Journalists?
• Political officials?

12. Takeaways:
“Social media is just a buzzword until
you come up with a plan.” – unknown
• Being on Twitter is not a strategy
• Wanting more fans on Facebook is not
a strategy
• Determine what you are trying to
achieve (your goal)
• Create measureable objectives
• Define your strategy
• Prioritize and focus

13. 2
Play Nice
Establishing Social Media Guidelines

14. Develop
Guidelines
• Convey consistent voice
• Keep everyone on the same page
• Handle the unexpected

15. Guide Your
Work
• Personality, tone
• Type of content
• Keywords
• Schedule

16. Find Your
Personality
• Experienced or a start-up?
• Leader or grassroots?
• Authority or watchdog?
• Lively and fun or serious?

17. Make Content
Decisions
• Opinion or factual?
• Political?
• Keywords? Hashtags?
• Off limits?

18. Determine
Keywords
• Use Google Analytics and
AdWords tools
• Create short list of keywords
• Spread consistently throughout
your content

19. Create a
Schedule
• Posting days, times, frequency?
• Travel, vacation schedule?
• Monitoring, measuring,
reporting? Format?

20. Play by the
Rules
• How transparent should you be?
• Does this fit your code of values?
• How will you handle controversy?
• Who should respond?

21. Takeaways:
“Don’t say anything online
that you wouldn’t want
plastered on a billboard
with your face on it.”
Erin Bury, Sprouter community
manager
• Define who you are
• Document your decisions
• Play by the rules

22. 3
Be Social
Engage with Your Fans

23. Know Your
“Personas”
• Who are they?
• What kind of info would they
value and find helpful?
• What info would they share?

24. Play to Their
Strengths
• Engage with each segment
• Recognize their participation
• Build asks over time

25. Get Off the
Bench
• Solicit feedback and ideas
Tweetup Chapter meeting
• Host polls and surveys
• Meet offline
• Thank fans & share their work

26. Engage “Do you have a story to tell? Let us
know in the comments!”
through Blogs “Do you have experience with this?
We’d love to hear about it in the
comments section.”
“Interested in being our guest
• Ask for feedback, ideas, input blogger for the day? Leave a
• Invite influencers to guest blog comment telling us why!”
• Hold a contest “What are you doing in your
neighborhood? Please share your
• Reach out to other bloggers
ideas in the comments.”

27. Find New
Friends
• Start broad, hone in
• Use keywords in searches
• Get creative

29. Look Beyond
the Bleachers
• Know your traffic referral sites
• Use google alerts
• Get creative

30. Takeaway:
“Social Media
is about
sociology and
psychology
more than
technology.”
Brian Solis Principal of
FutureWorks

31. 4
Lean Forward
Energize Your Campaigns

32. Make a Plan
• Integrate & cross pollinate
• Create or warmup relationships
• Measure before & after

33. Be Present
Everywhere
• Make variations of great content
• Turn content into social objects
• Slice, dice & spread

34. Example: NRDC’s Integration & Cross Pollination Techniques

35. www.bitly.com
Go Wide
• Use shortened, trackable links www.adwords.google.com
• Create list of keywords, tags
• Use in titles, descriptions
• Get great data & better SEO

36. Try a Social
Media Release
• Make it easy & brief
• Use pictures, video, keywords, tags
• Include sample posts & tweets
• Use trackable links

37. Example: Social Media Release Web Page
http://www.marketwire.com/press-release/
Arkansas-Tourism-Launches-Green-Travel-
Site-1293670.htm

38. Connect with
Bloggers
• Create a targeted list
• Build relationships over time
• Provide value & ease

39. Rally Your
Team Internally
• Provide big picture
• Ask for ideas & input
• Get everyone involved

40. Takeaways:
• Integrate & cross pollinate
“Think like a
• Turn all content into social
publisher, objects
not a • Try a social media release
• Form relationships before
marketer.” you need anything
David Meerman Scott, author
“The New Rules of Marketing
and PR”

41. 5
Score!
Measure Your Social Media Work

42. Measure
Progress
• Track the basics, note observations
• Be consistent
• Don’t just count, analyze

43. Tracking on
Facebook
• Number of fans
• Increases/decreases over time
• Demographics of your audience

44. Click on the “See All” link viewable only to Administrators

45. Facebook Insights viewable only to Administrators

46. Tracking
on Twitter
• Document your numbers
• Look for increase & decrease causes
• Note observations

47. See Who
Retweets
• Find your retweet rank
• Check what gets RT’ed
• Note your biggest RT’ers
• Learn more about them

48. Measure
Sentiment
• Use Twitrratr for a simple
dashboard
• Try SocialMention for wealth of
insights

49. Get Alerts
for Tweets
• Select keywords to track
• Track during campaigns and
ongoing

50. Find More
Twitter Tools
• App store for Twitter tools
• Listings by category
• Analytics, scheduling Tweets,
integration, etc

51. Monitor Your
Reputation
• IceRocket for conversations
• Compete for comparisons
• Klout for influence

52. Example: A tracking and measurement spreadsheet

53. “Activate your fans, don’t just
collect them like baseball cards.”
Jay Baer

54. Overall
Takeaways:
• Determine what’s important
• Don’t get caught up in
shiny new objects
• Focus on what will create
change
• Link and connect everything
• What gets measured gets
done
• Keep it real!

55. Feedback?
1. Would you recommend this webinar to a friend?
2. On a scale of 1 to 10 with 1 as poor and 10 as best –
how would you rate this webinar?
3. Comments?

56. We Welcome Your Questions!
Sian Wu Nicole Lampe
Program Director Program Director
Resource Media Resource Media
sian@resource-media.org nicole@resource-media.org
206.374.7795 x102 503.719.5626
@ThatsSoEco

57. Explore More RM Trainings
• Framing & Messaging – September
• Media Relations – October
• Story Pitching – November
• Blogger Relations – December

58. In the
Beginning