How to Make the Most of YourStation’s Facebook and Twitter             Pages                     November 15, 2012
Answer this question on your right What do you currently use your station      social media pages for?                   ...
 Submit questions on the right  Tweet with #NPRKnight Archived at  http://bit.ly/nprknight11_15_12 Sign up for Nov. 2...
What We’ll Talk About Today:   Facebook and Twitter pages from a news    perspective   Take a step back    • Assess your...
Why are we talking about this?                                 5
Why are we talking about this?               Sharing Culture                                 6
Why are we talking about this?                  Stay Relevant to                      Community                           ...
Why are we talking about this?Having a page and just posting     stories isn’t enough.                                 8
Take a Step Back: Assess Your Pages                                      9
What to look at when assessing a pageWhat to look at:1. The Basics2. Frequency3. Content4. Voice5. Engagement             ...
What to look at when assessing a pageGo deeper: questions to ask after assessment6.    What are our goals and are we measu...
1. The Basics                Is the page filled out?                                          12
1. The Basics                Is the page filled out?                                          13
1. The Basics                       Is the page filled out?Checklist:     Username     About section     Profile photo ...
1. The Basics                15
1. The BasicsDon’t auto-connect Facebook and Twitter pages                                            16
1. The BasicsEach social media page is different                                      17
1. The Basics                18
2. Frequency           Frequency and timing matter                                 Via blog.hubspot.com   19
2. FrequencyTimes to try: When people are on their computers or phonesFacebook:   Off-hours   Weekends   The lunch-time...
2. FrequencyHow often to post:Facebook:   Try out 2-5 posts per day – pick a pace   Don’t flood the feed   Be consisten...
3. Content     Look overall at a period of time. Try a week.                                                     22
3. Content    Choose a format that fits – and use a variety of them.The 3 Popular Facebook Formats: Links Photos Status...
3. ContentLinks:             24
3. ContentLinks: A good image An interesting  headline An interesting intro in  the status field                       ...
3. ContentPhoto:             26
3. ContentPhoto:             27
3. ContentPhoto: Photo posts often perform  better than link posts They pop on the news feed   Share breaking news phot...
3. ContentStatus Updates:                  29
3. ContentStatus Updates:   Conversation starters   Breaking news   Find sources                            30
3. ContentOther ideas: Video Audio Events Live chats Experiment               31
3. Content    Choose a format that fits – and use a variety of them.Types of Twitter posts: Links Status updates (no lin...
3. ContentLinks:             33
3. ContentLinks:             34
3. ContentStatus updates (no link):                            35
3. ContentStatus updates (no link):                            36
3. ContentPhoto, video oraudio:                  37
3. ContentOther ideas: Twitter chats Tweet-ups Live tweet a show Experiment                      38
4. Voice           Via Flickr user KB35                                  39
4. Voice           Via Flickr user cobdogblog                                   40
4. Voice            Insert             Your           Station             Here                     41
4. Voice           42
4. VoiceSome examples: Conversational, reliable and personal, but not snarky: @WDET Curated feed sharing information on ...
4. Voice            What is your tone and persona?    Who is my audience now?    Who do I want my audience to be?    Wh...
4. Voice        Create a style guide to keep a consistent tone:Ideas of what to include:   AP Style-type Tips   Photo Gu...
5. EngagementIs someoneanswering questionsand comments?                      46
5. EngagementAre pages asking interestingquestions that people want toanswer?                                47
5. EngagementSometimes, questions can be confusing or patronizing.Don’t overuse them.                                     ...
5. EngagementIs engagement meaningful: are answers used in stories?                                                       ...
Next steps…              50
What to look at when assessing a pageGo deeper: questions to ask after assessment6.    What are our goals and are we measu...
6. Create goals and measure successes and failures                                                     52
6. Create goals and measure successes and failures          Set goals for social media.             Measure those goals.  ...
9. Create goals and measure successes and failuresGo beyond follows and likes:When I post a story:    How many people lik...
6. Create goals and measure successes and failuresMake sure goals and measurements are part of the conversation           ...
7. Who is responsible for each platform?   What happens during breaking news or emergency situations   Who is checking i...
8. What purpose does each social page serve? Make a list of all your pages, what you use them for, and                who ...
8. What purpose does each social page serve?    Before you start a new page or profile, answer these:We need to do a Faceb...
9. Do we promote our social networks?                                        59
9. Do we promote our social networks?  Tell guests/publicists about social media accounts                                 ...
9. Do we promote our social networks? Online:Radio:                   Offline:                                         61
10. Are we able to adjust to social changes?                                               62
10. Are we able to adjust to social changes?    High quality and shareable local            content is key.               ...
Next steps…• Assess your social media page.• Set up short and long-term social media page goals.• Start measuring.Don’t fo...
Next steps…•   Assess your social media pages.•   Start following basic best practices.•   Set up short and long-term soci...
Questions?             66
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Make the Most of Your Station's Facebook and Twitter Pages

  1. How to Make the Most of YourStation’s Facebook and Twitter Pages November 15, 2012
  2. Answer this question on your right What do you currently use your station social media pages for? 2
  3.  Submit questions on the right  Tweet with #NPRKnight Archived at http://bit.ly/nprknight11_15_12 Sign up for Nov. 28 webinar on local content that triggers engagement Email feedback to tgorman@npr.org 3
  4. What We’ll Talk About Today: Facebook and Twitter pages from a news perspective Take a step back • Assess your social media pages • Use assessment to think about next steps and goals 4
  5. Why are we talking about this? 5
  6. Why are we talking about this? Sharing Culture 6
  7. Why are we talking about this? Stay Relevant to Community 7
  8. Why are we talking about this?Having a page and just posting stories isn’t enough. 8
  9. Take a Step Back: Assess Your Pages 9
  10. What to look at when assessing a pageWhat to look at:1. The Basics2. Frequency3. Content4. Voice5. Engagement 10
  11. What to look at when assessing a pageGo deeper: questions to ask after assessment6. What are our goals and are we measuring successes and failures?7. Who is responsible for each platform?8. What purpose does each social page serve?9. Do we promote our social networks?10. Are we able to easily adjust to social network changes? 11
  12. 1. The Basics Is the page filled out? 12
  13. 1. The Basics Is the page filled out? 13
  14. 1. The Basics Is the page filled out?Checklist:  Username  About section  Profile photo  Timeline photo 14
  15. 1. The Basics 15
  16. 1. The BasicsDon’t auto-connect Facebook and Twitter pages 16
  17. 1. The BasicsEach social media page is different 17
  18. 1. The Basics 18
  19. 2. Frequency Frequency and timing matter Via blog.hubspot.com 19
  20. 2. FrequencyTimes to try: When people are on their computers or phonesFacebook: Off-hours Weekends The lunch-time crowd: 12-3 p.m. ET Responsive to newsTwitter: Quick response to news: use your archives Schedule tweets for off hours and weekends 20
  21. 2. FrequencyHow often to post:Facebook: Try out 2-5 posts per day – pick a pace Don’t flood the feed Be consistent and reliable Experiment!Twitter: Can post more often: more real time than Facebook Be consistent and reliable Experiment! 21
  22. 3. Content Look overall at a period of time. Try a week. 22
  23. 3. Content Choose a format that fits – and use a variety of them.The 3 Popular Facebook Formats: Links Photos Status Updates 23
  24. 3. ContentLinks: 24
  25. 3. ContentLinks: A good image An interesting headline An interesting intro in the status field 25
  26. 3. ContentPhoto: 26
  27. 3. ContentPhoto: 27
  28. 3. ContentPhoto: Photo posts often perform better than link posts They pop on the news feed Share breaking news photos Photos from the field Photos with a link to a story Infographics Screen shots 28
  29. 3. ContentStatus Updates: 29
  30. 3. ContentStatus Updates: Conversation starters Breaking news Find sources 30
  31. 3. ContentOther ideas: Video Audio Events Live chats Experiment 31
  32. 3. Content Choose a format that fits – and use a variety of them.Types of Twitter posts: Links Status updates (no links) Photos, video, audio 32
  33. 3. ContentLinks: 33
  34. 3. ContentLinks: 34
  35. 3. ContentStatus updates (no link): 35
  36. 3. ContentStatus updates (no link): 36
  37. 3. ContentPhoto, video oraudio: 37
  38. 3. ContentOther ideas: Twitter chats Tweet-ups Live tweet a show Experiment 38
  39. 4. Voice Via Flickr user KB35 39
  40. 4. Voice Via Flickr user cobdogblog 40
  41. 4. Voice Insert Your Station Here 41
  42. 4. Voice 42
  43. 4. VoiceSome examples: Conversational, reliable and personal, but not snarky: @WDET Curated feed sharing information on a topic: @OntheMedia Authoritative news voice with personality: @NewsHour Mix of news, engagement and promotion: http://www.facebook.com/stlpublicradio Mix of news, music and communication: http://www.facebook.com/kutradio Continues the conversation online: http://www.facebook.com/OnPointRadio 43
  44. 4. Voice What is your tone and persona?  Who is my audience now?  Who do I want my audience to be?  Who runs the accounts?  Is the tone consistent? 44
  45. 4. Voice Create a style guide to keep a consistent tone:Ideas of what to include: AP Style-type Tips Photo Guidelines Breaking News/Big News/ Emergency Guide Corrections Policy Ethics Policy. Example: http://ethics.npr.org/tag/social- media/ 45
  46. 5. EngagementIs someoneanswering questionsand comments? 46
  47. 5. EngagementAre pages asking interestingquestions that people want toanswer? 47
  48. 5. EngagementSometimes, questions can be confusing or patronizing.Don’t overuse them. 48
  49. 5. EngagementIs engagement meaningful: are answers used in stories? 49
  50. Next steps… 50
  51. What to look at when assessing a pageGo deeper: questions to ask after assessment6. What are our goals and are we measuring successes and failures?7. Who is responsible for each platform?8. What purpose does each social page serve?9. Do we promote our social networks?10. Are we able to easily adjust to social network changes? 51
  52. 6. Create goals and measure successes and failures 52
  53. 6. Create goals and measure successes and failures Set goals for social media. Measure those goals. 53
  54. 9. Create goals and measure successes and failuresGo beyond follows and likes:When I post a story:  How many people like, comment, share?  Track instant traffic with Chartbeat  Look later at Google Analytics  Save links and screenshots 54
  55. 6. Create goals and measure successes and failuresMake sure goals and measurements are part of the conversation 55
  56. 7. Who is responsible for each platform? What happens during breaking news or emergency situations Who is checking in on what is working Who is interpreting the measurement, and adjusting goals Check in on the tone 56
  57. 8. What purpose does each social page serve? Make a list of all your pages, what you use them for, and who is responsible for them. What goals do you have for each page? 57
  58. 8. What purpose does each social page serve? Before you start a new page or profile, answer these:We need to do a Facebook page for ____ because ______. Who will be in charge of it What will be unique here What will happen when the project is over Can we use our station page and existing resources instead? 58
  59. 9. Do we promote our social networks? 59
  60. 9. Do we promote our social networks? Tell guests/publicists about social media accounts 60
  61. 9. Do we promote our social networks? Online:Radio: Offline: 61
  62. 10. Are we able to adjust to social changes? 62
  63. 10. Are we able to adjust to social changes? High quality and shareable local content is key. 63
  64. Next steps…• Assess your social media page.• Set up short and long-term social media page goals.• Start measuring.Don’t forget… 64
  65. Next steps…• Assess your social media pages.• Start following basic best practices.• Set up short and long-term social media page goals.• Start measuringDon’t forget… Have some fun! 65
  66. Questions? 66

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