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Establishing a Consistent
Social Media Practice
Tiffani Stephenson
Social Media Communications Manager
UF/IFAS Communications
tsteph220@ufl.edu
352-273-3569
About Tiffani
• B.S. in Recreation and Event Management, Univ. of Florida
• Pursuing M.A. in Mass Communications, Social Media, Univ. of Florida
• Establishing multimedia communications strategies using traditional and social
mediums for branding and visibility
Today’s Agenda
• 4.5 Steps to Social Media Strategy
• Keep It Real!
• Tips and Tricks
4.5 Steps to Social Media Strategy
1. Define your goals – what are you trying to accomplish?
• Thought Leadership
• Establish, Protect or Promote a Brand
• Build Community or Conduct Service
1a. Get to know your audience
• Create a buyer persona to understand psychology and habits of ideal
consumer
Social Media Strategy (cont’d)
2. Define your metrics – how will you measure your success?
• Are you broadening your reach?
• Do you convert awareness to action?
3. Decide on Tactics – what actions will help accomplish your goals?
• Will you use Facebook, Twitter, YouTube, or another outlet?
4. Execute your Strategy!
• Allocate your resources and budget; assign roles
• Set 3-month goals to review progress and impact
Keep it Real!
• “Above all else – People!”
• Listen to your customers, competitors, and referral partners
• Relax and interact like a real person
• Run your posts through the BFF checker (as appropriate)
• Don’t coddle the complainers
• Make engagement the goal; let your fans shine!
• Use your community to learn
Tips and Tricks of the Trade
• Create a Content Calendar for subject matter
• Find a sweet spot for post frequency
• Keep posts short!
• Follow 50+ accounts of similar space
• Industry leaders/experts, influencers and competitors
• Branch out from graphics – use video and audio where appropriate
• Proofread each post
Tips and Tricks (cont’d)
• Posting Dead Zones
• Twitter 8pm-8am
• Facebook 12am-8am
• LinkedIn 9am-5pm
• Instagram 12am-8am
• Tumblr 12am-12pm
• Pinterest 1-7am, 5-7pm
• Google+ 6pm-8am
• Days of the Week for Engagement
Varies
• Follow 5-3-2 plan
• 5 industry related
• 3 company related
• 2 personal in nature
• Don’t be afraid to share out-of-
county material
Tips and Tricks (cont’d)
• Look for cross-platform promotional opportunities
• Ask your audience what they are struggling with
• Build relationships beyond your specific need
• Separate quantity from quality
QUESTIONS?
Follow Us!
• @UF_IFAS on Twitter
• UF IFAS Solutions on Facebook or
• https://www.facebook.com/UFIFASNews
• Email: tsteph220@ufl.edu
• Phone: 352-273-3569

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Establishing a consistent social media practice

  • 1. Establishing a Consistent Social Media Practice Tiffani Stephenson Social Media Communications Manager UF/IFAS Communications tsteph220@ufl.edu 352-273-3569
  • 2. About Tiffani • B.S. in Recreation and Event Management, Univ. of Florida • Pursuing M.A. in Mass Communications, Social Media, Univ. of Florida • Establishing multimedia communications strategies using traditional and social mediums for branding and visibility
  • 3. Today’s Agenda • 4.5 Steps to Social Media Strategy • Keep It Real! • Tips and Tricks
  • 4. 4.5 Steps to Social Media Strategy 1. Define your goals – what are you trying to accomplish? • Thought Leadership • Establish, Protect or Promote a Brand • Build Community or Conduct Service 1a. Get to know your audience • Create a buyer persona to understand psychology and habits of ideal consumer
  • 5. Social Media Strategy (cont’d) 2. Define your metrics – how will you measure your success? • Are you broadening your reach? • Do you convert awareness to action? 3. Decide on Tactics – what actions will help accomplish your goals? • Will you use Facebook, Twitter, YouTube, or another outlet? 4. Execute your Strategy! • Allocate your resources and budget; assign roles • Set 3-month goals to review progress and impact
  • 6. Keep it Real! • “Above all else – People!” • Listen to your customers, competitors, and referral partners • Relax and interact like a real person • Run your posts through the BFF checker (as appropriate) • Don’t coddle the complainers • Make engagement the goal; let your fans shine! • Use your community to learn
  • 7. Tips and Tricks of the Trade • Create a Content Calendar for subject matter • Find a sweet spot for post frequency • Keep posts short! • Follow 50+ accounts of similar space • Industry leaders/experts, influencers and competitors • Branch out from graphics – use video and audio where appropriate • Proofread each post
  • 8. Tips and Tricks (cont’d) • Posting Dead Zones • Twitter 8pm-8am • Facebook 12am-8am • LinkedIn 9am-5pm • Instagram 12am-8am • Tumblr 12am-12pm • Pinterest 1-7am, 5-7pm • Google+ 6pm-8am • Days of the Week for Engagement Varies • Follow 5-3-2 plan • 5 industry related • 3 company related • 2 personal in nature • Don’t be afraid to share out-of- county material
  • 9. Tips and Tricks (cont’d) • Look for cross-platform promotional opportunities • Ask your audience what they are struggling with • Build relationships beyond your specific need • Separate quantity from quality
  • 11. Follow Us! • @UF_IFAS on Twitter • UF IFAS Solutions on Facebook or • https://www.facebook.com/UFIFASNews • Email: tsteph220@ufl.edu • Phone: 352-273-3569