Social Media Overview - Local Reporting InitiativePresentation Transcript
SOCIALMEDIASTRATEGY+TACTICS+TOLSPresented by Marissa Wasseluk
GOALSWhat we will be covering: Strategies and overview of the Social Web Tools: Which ones? How do we best use them? Tactics: Things for the day-to-day How to measure your efforts
Traditional publicSocial media V S. relations Converse & and Inform an audience engage with an to grab its attention audience TIME SENSITIVE REAL TIME, IMMEDIATE
HAVE A PLAN―Think Strategically, Act Tactically…‖
FORMULATING YOUR SOCIAL MEDIAPLAN What platforms will be most effective for your use? Who will speak for you? Organizational voice or Individuals? How will you deal with audience responses or negative feedback? How can you rally your online support system?
KNOW YOUR TOOLS
HOW DO YOU FIX A BROKEN SINK?
CHOOSING YOUR TOOLSIdentifythe problem or issue first Establish a plan and define your goals Identify the tools to help you reach your goals
FACEBOOKcommunity platform push & pull
FACEBOOKIndividual Profile Vs. Organization Page Interact with other Restrictions on profiles on a personal interactions with level individual profiles Cannot measure (one-sided friendship) audience response Can measure Limit to the number audience of friends No limit to the number of fans Indexed for SEO
ANATOMY OF AFACEBOOK FANPAGE
Cover Admin Photo Panel Avata r Photo Basic Tabs Info BoxStatusUpdate TimelineBox shortcut WallPosted commentStatus s Recommendatio ns
ANATOMY OF A FAN PAGE The admin panel is your best friend!
ANATOMY OF A FAN PAGE Use the admin panel to: Edit the page information & look Manage Permissions Control who sees your page, who sees what on your page, unpublish or delete your page Assign ―roles‖ to content providers View your ―insights‖
MEASURING YOUR ENGAGEMENT
MEASURING YOUR ENGAGEMENT
WHAT YOUSHOULD BE DOINGON FACEBOOK
WHAT YOU SHOULD BE DOING ONFACEBOOK Optimize your page Make sure your brand is represented through visuals Cover photo, avatar, button images Create custom tabs Make it scannable Pin posts Highlight posts in your timeline
OPTIMIZING TIMELINEBranding Custom cover and tabs (ie. Livestrong)FavoritingBookmarking
1. Allow more than one administrator 2. Open the space to your fans 3. Create unique experiences for your fans 4. Use Facebook Ads & other tools5. Introduce and provide context to content you share 6. Communicate visually
TWITTER Listen & monitorTweet speaks to all Follow & shareImmediate & wide
WHAT IS TWITTER? Micro-blogging platform Links to items on the internet Collects comments in real time Answers the question, ??? ―What are you doing right now?‖
WHY TWITTER?• Reach out to influencers & build relationships• Creates online interactions around real world events• A well-maintained Twitter presence can frame your organization and its leaders as major players
WHAT YOU SHOULD BE DOING ONTWITTER Listeningand monitoring Use the SEARCH function Find conversations Engage in conversations already happening Hashtag& Mention
MEASURING YOUR EFFORTS ONTWITTER Followers Retweets Mentions Conversion Report Social Sources Social Sharing
ADDINGVIDEOEvery one of the “top 5” social media platformscan somehow host a video.
WHY VIDEO Video is a good way to connect to your audience – to appeal to their emotions Big players - Youtube vs. Vimeo
MEASURING VIDEO Views Favorites Interactions Dashboard graph Social media metrics of where the video was posted/ embedded
SEO: THE NITTY GRITTY STUFFMATTERSKeyword-rich headlinesInternal/external linksTags
ANATOMY OF AN OPTIMIZED POST Title / Header Lead Share Button s
KEYWORDS Always use appropriate and relevant tags and keywords to a post or page. Find your keywords!
KEYWORDS Add alternative titles, tags and descriptions to photos and other multimedia content embedded on a page. Cat, kitten, lolcat, icanha zcheesburger cat, funny cat picture, cat cheeseburger meme
SEO BEST PRACTICES Create content consistently and often Use keywords, tags and metadata Keep your site and content organized Be social and share your content
GOOGLE ANALYTICS http://analytics.google.com Sign up & follow directions Get tracking code Paste tracking code in CSS before </head> or in post before </body>
READING GOOGLE ANALYTICS
BRINGING IT ALL TOGETHERThink Strategically—Have a planUnderstand tactics to manage your time and make themost from your online communicatingDefine what needs to be done first, then choose yourtoolsIdentify how you’ve made an impact by using metrics