The document discusses the importance of social media and provides tips for personal and professional social media use. It discusses strategic planning for social media, including setting goals, identifying audiences, and measuring success. Examples of how social media can benefit brands through reputation management, customer service, and thought leadership are provided.

2. Flint Group Social Team
@libbyjuju @EbethKH
@britthanso @martar_tweets

3. THE IMPORTANCE OF
SOCIAL MEDIA
Kelly Falk | Flint Group
@KellyFalk | @Flint Group

4. Why social media matters
@KellyFalk | @Flint Group

5. Personal Social Media
The do’s and the don’ts
@KellyFalk | @Flint Group

6. VODKA SAMM
a.k.a Samantha Goudie
@KellyFalk | @Flint Group

8. Vodka Samm goes viral
• 20,000+ Twitter followers in 24 hours
• Memes
• T-shirts
• Interview requests
• TV endorsement offers
• $295 painting
• Mocking Tweets
• “World’s drunkest college student.”
@KellyFalk | @Flint Group

9. Happy Halloween!
@KellyFalk | @Flint Group

10. Lasting regrets
• “I care about my life. I didn’t come to college to drink and
be Vodka Samm.”
• “I was completely embarrassed.”
• “I hated going to class.”
@KellyFalk | @Flint Group

11. Haley Goodall – DECA VP
• Attends Stanley High School
• Lives in Stanley but is originally from New Town
• She’s single
• Two sisters and a brother
• Rides horses, shows cattle and sheep, and loves sports
• One of her favorite quotes is “Matt Lauer can suck it.” – Will Ferrell
• She’s a Minnesota Vikings and Texas Longhorns fan
• She likes Luke Bryan’s music and the TV show Two and a Half Men
• She’s in FFA
@KellyFalk | @Flint Group

12. Power in connections
• Endless ways to connect
with a wide range of people
• Ability to organize
connections
– Engage with professionals
and companies of interest
• Platform to build
relationships
– Think of it as hanging out in
real life. If you want to talk
to someone, you have to
go find them or give them a
reason to talk to you.
@KellyFalk | @Flint Group

13. You can’t hide behind the curtain
• Fast and virtual doesn’t equal less
professional
• Refine your language
• Speak online as you would offline
• Don’t air your dirty laundry
• Deleted doesn’t necessarily mean
erased
• With great power, comes great
responsibility
@KellyFalk | @Flint Group

14. Showcase your knowledge
• Demonstrate your ability to think critically and analyze
• Illustrate your skill set and interest in a particular industry
• Use best practices
• Position yourself as a forward-thinker
– Tweet articles
– Join chats
– Write blog posts
– Create an online portfolio
– Comment on industry trends
– Engage in conversations and
add value
@KellyFalk | @Flint Group

15. Seek out opportunities
• Scholarships
• Jobs
• Groups/Communities
• Internships
• Knowledge
• HireMeHeadblade
– Twitter
– Facebook
– YouTube
– Website
@KellyFalk | @Flint Group

16. Have fun with it!
• After all, this is social media..
• Brand yourself/Tell your story
• Get creative
• Show personality
• Be a human!

17. Who’s watching?
• Friends and family
• Teachers/Professors
• Coaches
• College recruiters
• Employers
• Future colleagues
• Professionals
• Industry leaders
@KellyFalk | @Flint Group

18. Careers in Social Media
That’s right, people will pay
you to do this!
@KellyFalk | @Flint Group

19. 500 billion
social conversations
take place each year
…about companies
@KellyFalk | @Flint Group
Source: Forrester, April 2010

20. Social Media is NOT Social Media is
• A fad
– Facebook was created in
2004
• A replacement for
traditional advertising
• All about you
• Free
• A big deal
• Applicable to most
companies
• All about the customer
• Time-consuming
@KellyFalk | @Flint Group

21. What people think we do
• Creep on Facebook
• Tweet our every thought #lovelife
• Instagram our lunches
@KellyFalk | @Flint Group

22. What we actually do
• Audit current social media activity
• Monitor/Listen to conversations
• Create content
• Build relationships and serve customers
• Analyze and report social media data
• Keep up on current trends and news
• Think on our feet
@KellyFalk | @Flint Group

23. Strategic Planning
1. What’s the goal?
2. Who’s the audience?
3. How are they using social
media?
4. What’s your one thing?
5. How will you be human?
6. What does success look like?
7. What resources do you have?
8. Who is responsible for what?
@KellyFalk | @Flint Group

24. Strategic Planning
Tactical
Planning
1. Where is the home base?
2. What outposts will support the
home base?
3. What types of content will be
added regularly?
4. How is the audience going to be
activated and not just collected?
5. How can you make members the
star?
6. How will you tell people about it?
@KellyFalk | @Flint Group

25. Strategic Planning
Execution
Tactical
Planning
@KellyFalk | @Flint Group

26. Measure
Strategic Planning
Execution
Tactical
Planning
@KellyFalk | @Flint Group

27. Measure
Strategic Planning
Execution
Tactical
Planning
@KellyFalk | @Flint Group

28. What can social media
do for brands?
• Reputation management
– “Word of mouth is now a public conversation carried in blog
comments and customer reviews.” – Chris Anderson
• Customer service – the new help line
– 42% of consumers expect a response in 60 minutes or less
– 86% of users who complain want a response from the
company
• Media relations
• Customer loyalty
– 3X as many internal resources are
necessary to acquire a new
customer than retain one
• Thought leadership

29. Case study
@KellyFalk | @Flint Group

30. @KellyFalk | @Flint Group

31. Listening
@KellyFalk | @Flint Group

32. GOAL = LOYALTY
@KellyFalk | @Flint Group

33. Measures of success
• Positive social mentions
• Interactions with posted content
• Referral visits to website
@KellyFalk | @Flint Group

34. Home base

35. Outposts

36. Participating
@KellyFalk | @Flint Group

37. Participating

38. Interactions
Twitter
Q1 Q2 Q3 Q4 Q1
Followers
Mentions
Facebook
Q1 Q2 Q3 Q4 Q1
Fans
Interactions
@KellyFalk | @Flint Group

39. Questions?
@KellyFalk | @Flint Group