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.
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
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
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
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
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.”
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
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”
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