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Jenn Lake - Integrated Marketing Team @ Towson University - Baltimore PR Council Event - "Developing Social Media Strategy that Works for Your Organization"

by Towson University's Division of Innovation & Applied Research

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Jenn Lake was a panelist for a recent Baltimore Public Relations Council Event at Stella Maris in Towson, MD

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Jenn Lake - Integrated Marketing Team @ Towson University - Baltimore PR Council Event - "Developing Social Media Strategy that Works for Your Organization" Presentation Transcript

Why Should You Have a Social Media Strategy? Accountability Return on Investment FYI: 526 million daily active users on average in March 2012 on Facebook (Facebook, 2012)

What Are Your Goals?Ask yourself these questions: What do you want to do with social media? What are your overall marketing goals?  Ex: Build awareness, build customer loyalty, manage your reputation, gain customer insight

How to Determine Your Action Items Be realistic Make them measurable  Goal: Increase brand awareness  Action Item: To increase the amount of followers from 500 to 650 by July 2013

How to Measure Social Media Activity Analyze traffic from social media links Monitor number of followers and likes Track your brand on Search.Twitter.com See how social media is driving traffic to your site

Where to Begin Building a Strategy Market Research  Research competitors  Know industry challenges  Determine who to follow

Where to Begin Building a Strategy Know your target audience  Ex:  Pinterest  83% females 18-34 (Hubspot)  Interest-based  Great for B2C  Google Plus  People spend less time here than Facebook + Twitter

Consider This… Who will be managing your social media outlets? Does your organization currently have social media guidelines? How much time can be spent on social media? Know your overall branding & make it consistent

Organizational Social Media Guidelines Examples:  Transparency: Clarify which comments are your own opinions versus the ones that are official university statements  Accuracy: Make sure you have all the facts before you post or write

@TUOutreach

How to Approach Social Media Be realistic Be organized Keep it fresh Be human Be integrated

Contact InformationJLake@towson.edu410-704-3162Facebook.com/TUOutreach@TUOutreachwww.TUOutreach.com