Build Your Brand: A Crash Course in Social Media with Julio Viskovich
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