Social strategy: Thinking beyond today’s posts
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A big challenge for those running social media accounts is balancing short-lived content opportunities with long-term campaigns and projects. How can the core elements of content strategy help solve this challenge? Let’s take a step back from day-to-day social media management and explore overarching frameworks for your social media presence. Build a social strategy that is collaborative, scalable, and goal-oriented.
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Social strategy: Thinking beyond today’s posts
- 1. Social strategy: Thinking beyond today’s posts Mike Petroff Digital Content Strategist, Harvard University @mikepetroff | #ConfabEDU
- 2. Mike Petroff! @mikepetroff ! Digital Content Strategist at Harvard University Enjoys: GIFs, reddit, sleep (new dad)
- 3. Let’s look at social media strategy
- 4. Our social media strategy is to ___________ develop community listen to our community engage with our audience establish a brand voice amplify authentic stories
- 5. Our social media strategy is to ___________ “Enhance the customer experience by facilitating authentic conversations” “Ignite the existing community and attract new members by amplifying the experience with relevant and engaging content” “Target influencers with engaging assets to act as platforms for conversation”
- 7. What we actually do…
- 8. What we actually do… “Please post this on Twitter because our students never check their email.”
- 9. What we actually do… Why, Facebook, why? ▼ 27.2% from last week ▼ 54.6% from last week
- 10. Everything is important, every day. source: littleanimalgifs.tumblr.com
- 11. Stop. Breathe. Think bigger.
- 12. Social media strategy… meet content strategy. source: arlopear.tumblr.com
- 13. The Content Strategy Quad And the angels sing.
- 19. Let’s begin.
- 20. Substance What do we say, how do we say it, and why do we say it? source: pandawhale.com
- 21. Tip #1:! Develop and distribute a writing style guide for social media.
- 22. Include:! Abbreviations, acronyms, common campus vernacular, titles/positions, formatting, etc.
- 23. Example: Always use 'sentence case' when posting, not title case. Here's a good tool to convert cases: http:// convertcase.net/
- 24. Tip #2:! Consider not only the ‘voice’ of your social media account, but the variety of voices that represent your school.
- 25. Example:
- 26. Consistency is important. Deviate only when there is a specific purpose.
- 27. Example:
- 28. Tip #3:! Tailor your writing style to generate the intended outcome.
- 30. http://bit.ly/share-fast-slow People constantly switch between fast and slow thinking modes.
- 31. http://bit.ly/share-fast-slow On social media, people are mostly guided by the fast mode.
- 32. http://bit.ly/share-fast-slow The more intense an emotion is, the more likely a story will be shared.
- 33. Ask yourself:! How do we balance social content for both fast and slow thinking modes? Is this post meant to drive clicks, or shares? What emotions will the reader feel?
- 34. Example:
- 35. Structure How should we organize content for social media? source: thisiscolossal.com
- 36. Tip #1:! Get to know your metadata: Facebook Open Graph and Twitter Cards.
- 39. Your audience could be your best distribution engine. Make your web content transition seamlessly into social media.
- 40. Tip #2:! If something works, make a template.
- 42. Examples:
- 43. Examples: University of Florida Boston Bruins Human Rights Campaign
- 44. Tip #3:! Establish an analytics tagging structure.
- 45. TAG ALL THE LINKS!! ! ! source: reddit.com
- 48. Example: utm_source:! • twitter • facebook • googleplus • linkedin utm_medium:! • social • email utm_campaign:! • hu-twitter-general • hu-twitter-harvardyale • haa-twitter-general • hu-facebook-general
- 50. Google Analytics: • traffic from owned social • new/returning visitors • sources that generate social sharing • mobile/desktop
- 51. Workflow What tools and processes do we need? source: pandawhale.com
- 52. Tip #1:! Find a social media management platform that works for your team.
- 53. source: business2community.com We’re not limited on tools. We’re limited on time.
- 55. Tip #2:! Use an editorial calendar. If you don’t have one, start one tomorrow.
- 56. “But, which tool should we use?”! ! ! source: www.gifbay.com
- 57. Start with Google Docs. Seriously.
- 58. Benefits: Free Shareable Flexible Hurdles: ‘Blank doc syndrome’ No content library
- 59. Tip #3:! Outreach and influencers should be part of your workflow.
- 60. Influencer lists Google Alerts Topsy, SocialRank, etc Internal email lists Standardized ‘ask’ email for social campaigns PR team Gift officers Admissions Alumni
- 61. THE ASK: Invitation to participate. Provide details on how to join in. Be specific on the ‘ask’ and the date. ! HOW TO PARTICIPATE: Include relevant content that your audience can share, tweet, post, and/or hashtags to use. ! ENCOURAGEMENT: Include a line reminding them of the importance of the cause, and let them know that you hope to see more inspirational stories on social media.
- 63. What should happen: Give recognition, keep the campaign going.
- 64. #CaseForCollege
- 65. Governance How do we distribute work? source:Office Space / Twentieth Century Fox
- 66. Distribution Models source: http://mapas.owje.com Distributed Individual departments have more freedom ! Innovation moves quickly ! Easy to get off the ground
- 67. Distribution Models source: universalhub.com Message consistency ! Policies govern ! Staff dedicated to social Centralized
- 68. Distribution Models source: Google Maps Guidelines and best practices over policies ! Strong sense of community ! Coordination of job responsibilities and requirements Coordinated
- 69. Things you can distribute: Content curation Content generation Campaign outreach Customer service Monitoring Analytics collection and more…
- 70. Examples:
- 71. Goal: You should be able to take a vacation day without the worry that your social accounts will implode.
- 72. Don’t be the only one holding the keys. source: gifbin.com
- 74. Know what is working, and where you need support.
- 75. Style guides Voice Emotion Metadata Templates Tagging SM Management Editorial calendar Distribution Training
- 76. A quick story.
- 77. Prioritize. Be happy. source: http://oh-whiskers.tumblr.com
- 78. Thanks!! Questions? Stories? Keep in touch: @mikepetroff mikepetroff.com linkedin.com/in/mikepetroff