Navigating Social Media
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Developed for a workshop hosted on April 5, 2016
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Navigating Social Media
- 2. The keys to social media success: 1. Use data to inform your strategy 2. Be a helpful, trustworthy resource 3. Publish great content
- 4. Social media is a storm you can’t ignore
- 5. A few of the countless options: Facebook Pages Groups Live video Twitter Periscope Instagram YouTube Snapchat Pinterest Blogs Mobile apps But you don’t need to be everywhere….
- 6. Use this workshop to shape your strategy Evaluate your current social media use Review the content posted by your competitors Use keyword searches to discover what people are saying online Define your audience Set SMART goals Specific Measurable Attainable Relevant Time-bound
- 7. Choose channel your audience prefers
- 8. Shape your strategy, then your content Define your “voice” Understand your key messages What should the content you post communicate to customers? What do you want people to do? To feel? Determine how you’ll measure success How do the actions you take on social media align with the goals you’ve set?
- 9. Post content that aligns with your goals: 50% | Content that inspires, entertains, engages or informs your audience 30% | Conversation and interaction 20% | Self-promotion and sales 50/30/20 formula Reach and engage your audience with the
- 10. Quadrants of Content LogicEmotion Awareness Action Fuel your audience’s passion and interest Involve your audience so they feel an authentic connection Support your audience by providing relevant information and resources Share content that originates from your audience
- 11. Amplify reach and engagement Information, inspiration and resources that your audience wants or needs Great content can: Tag-worthy and shareable visuals A specific call-to-action Read more Sign up Donate Stop by
- 12. Create Once Publish Everywhere COPE Great content is consistent:
- 13. “Facebook has said publicly that its new algorithm is intended to leverage historical data about individual users to predict which content is most likely to be perceived as interesting.” The Light Digital
- 14. The Facebook Algorithm Determines whether or not your posts are seen in a person’s newsfeed Prioritizes “relevant” content High preference for video (especially live) Less likely to show click-bait, memes or ad-like posts
- 15. What is “relevant content?” Engaging Interesting Emotional Personal Timely The content that fits these buckets will vary depending on your audience.
- 16. When creating content: Post content that you predict people will like, comment, share, click, etc. Pay attention to time of day due to “time decay” Don’t try to game the system Don’t link all your social channels together
- 17. “Pages should avoid encouraging people to take an action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time.” Facebook
- 20. Broaden or refine your reach by boosting
- 22. Balance your content Live video Embedded video (autoplay) Photo albums Carousel links Single photo Image with text Links Text only Typical popularity:
- 23. Few posts go “viral” Don’t feel like your success is measured by only likes and shares
- 25. Facebook Ask people to engage with your brand
- 26. Instagram Post photos that align with what users expect to see on the channel #Do #not #hashtag #everything
- 27. Twitter & Periscope Post company and industry news Listen and respond to potential customers Try Periscope to engage with users live or to show a “behind- the-scenes” look at a process or event
- 28. Pinterest Pins can drive traffic back to your website or blog Be sure to include keywords within the pin for searchability Good content marketing platform
- 29. LinkedIn Connect with others in the community Use blogging as a way to establish yourself as a thought leader
- 30. Blogging Fantastic for SEO Use lists 10 things… 5 reasons… Show different perspectives
- 32. Before you begin Audit your current social media presence Evaluate your competitors Listen and learn
- 33. Get ready to set sail Set clear goals Consider your audiences Develop a brand voice
- 34. Map your strategy What do you want to communicate? How do you want people to react to your social media? How should they feel? What action should they take? What is your timeline? Is this a long-term plan or a short-term campaign? How will you measure your success? New clients? Increase in website visits? Additional donations? Inquiries from new customers?
- 35. Choose your channel Pick the channel you expect to be most successful and dedicate at least 50% of your energy to it Pick two to three other channels you want to further develop and master
- 37. Rachel Esterline Perkins Visit rachelmesterline.com/resources for more | Password: anchor
Editor's Notes
- Hello – Thank you for coming to the Navigating Social Media Workshop today. I’m excited to help you learn more about how to make social media work for your company or organization by developing a solid social media strategy.
- Today we’re going to going to talk about the keys to social media success, which can really be summed up in three points: using data to inform your strategy; being a helpful, trustworthy resource to your audiences; and publishing great content.
- I always like to start with this video. I think we all know how important social media can be, but the extent that it has changed our lives and the world is mind-blowing.
- Businesses and organizations can no longer avoid social media. A presence is expected. More than 65% of adults use social media. It’s not surprising that 90% of young adults are using social media, but the numbers have significantly grown among the other age groups. Since 2010, the number of senior citizens using social media has more than tripled.
- There are many different channels that you could be using. But, you don’t need to be everywhere. I always recommend doing just one or two channels really well before your expand to others.
- The social media reference guide I’ve given you will help walk you through the steps of shaping your social media strategy. Over the next week, you will receive feedback on your social channels from me to help. In the meantime, I would recommend reviewing what your competitors are doing and searching online to find out what people are saying about you and your industry. The bullets to the right are two of the most important things for your social media success. One, you need to have a defined audience. And two, you need to set goals. Those two things will be instrumental in building your success on social media. Those two things will inform the decisions you’ll make going forward.
- This is why it’s so important to really define your audience. Age is just one demographic, but it’s an important one. If your audience, for example, is teenagers, you can see that Instagram is one of the most popular channels among that age group. You might spend more time and effort there than on Facebook.
- Your content will be shaped by your strategy. What kind of voice and tone does your brand have? A nonprofit focused on preventing child abuse will have a very different voice than the photographer who does senior portraits. Think about what you want to communicate. And what do you want people to do, to feel. Throughout the process, you also need to be thinking about what social media success means to you – both in terms of your goals and what you expect to happen through social media. Is it likes? Or is it new customers? New volunteers? Donations? Event attendance?
- As you become focused on posting content that aligns with your goals, it’s easy to spend too much time focusing on self-promotion. This 50/30/20 formula can help you find balance in posting content that reaches and engages your audience, while helping your organization or company meet its goals. Half of the time, focus on posting content that your audience might enjoy, find relevant or find useful. This is about you being a valuable resource or meeting their needs. About thirty percent of your time, focus on conversation. So many people lose sight of the “social” in social media. Only two of every 10 posts should be blatant self-promotion.
- A lot of people worry about how to get likes and follows. But, those are not as important without good content. Without good content, those people who like your page won’t see it and, if they do, they won’t engage. The biggest thing is to post information and resources that your audience wants, needs or will otherwise find relevant. Enhance your content with visuals or video. And, always make sure you have a call to action. Ask yourself why you are posting what you are posting. What do you want the audience to do? Visit your website? Sign up?
- Content creation is incredibly time-consuming. You can use the COPE method to overcome this. Create Once, Publish Everywhere. You can easily repurpose the content you create for multiple channels to save time and ensure consistent messaging. For example, you can do this by taking content from your annual report and putting it onto Facebook. Or, by taking a blog post and posting a link on LinkedIn. You can take an Instagram post and repurpose it on Twitter.
- Facebook is still king – there are many channels you can use, but this is the one that has the greatest reach for many people. There are more than one billion Facebook users worldwide. Facebook uses historical data to predict what content people want to see in their newsfeeds. If your content isn’t being seen by your followers, it could be because it’s not the kind of content your audience actually would engage with (according to Facebook’s algorithm). We need to stop blaming Facebook for lack of reach and starting looking at the content we’re sharing.
- You are probably asking now, “Well, what is relevant content?” What interests me as a 27-year-old married female in a rural area will be much different that the 42-year-old single mother who lives in the city. For example, National Squirrel Day
- Facebook can tell if you’re getting unusual engagement. This temporary success will not lead you to long term gains.
- By age or interest
- People who like your page – you can use this as a strategy to reward brand loyalty Potentially reach friends of the people who like your page, if you think the content might also interest them Choose targeting and locations if you want The more your segment, the smaller your audience will become. But, in some instances, you might see higher engagement because only the people who truly care about that post would see it.