Take the Next Step: Do More with Social Media


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An introduction to using social media for your company or organization featuring hands-on tips and recommendations.

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Take the Next Step: Do More with Social Media

  1. 1. Take the Next Step: Get Started & Do More With Social Media Rob Robinson McNeely Pigott & Fox Public Relations
  2. 2. Session Overview• Getting started with social media• Reviewing social media platforms• Maintaining Facebook pages• Interacting on Twitter• Creating and managing blog content• Developing YouTube channels
  3. 3. Why use social media?• Reach audiences directly• Interact with customers• Provide customer service• Encourage stakeholders to take action• Promote your organization
  4. 4. Getting Started• Visit sites and observe first• Experiment with unofficial profiles• Be willing to learn and ask questions• A gradual, consistent effort will succeed
  5. 5. Monitoring and Managing• Resist pressure to do “everything”• Focus on relevant content• Set up alerts and feeds using keywords• Use dashboard tools to organize & simplify
  6. 6. Policy and Guidelines• Who is allowed to post on official profiles?• Acceptable & unacceptable content• Real-time versus routing for approval• Personal or unofficial content posting• Align with organizations code of conduct• Visit socialmediagovernance.com for examples
  7. 7. Major Social Media Platforms• Facebook• Twitter• Blogging• YouTube
  8. 8. About Facebook• 800 million active users• The average user has 130 friends• Fifty percent of users are active daily• Focused on existing relationships• Based on individual profiles• Every user has profile and home pages
  9. 9. Facebook Best PracticesFor Individuals:• Check your privacy settings• Connect with people you know• Comment on friends’ updates, photos and other content
  10. 10. Facebook for Organizations• Pages• The “like” button• Page administrators• Page setup
  11. 11. Facebook Best PracticesFor Organizations:• Post fresh content frequently• Respond to wall comments• Use multimedia content often• Use complementary content
  12. 12. Promoting Facebook Pages• Claiming a page username• Suggesting pages to friends• Inviting stakeholders• Promoting via websites & email• Promoting offline• Advertising on Facebook
  13. 13. Facebook Next Steps• Sign up for an individual profile.• Check your privacy settings.• Create a page privately.• Add page details.
  14. 14. About Twitter• Short status messages• Limited to 140 characters• Common ground, shared interests• 100 million active users• 200 million tweets each day
  15. 15. Twitter Basics• Username• Profile - Tweets and Bio• Following is subscribing
  16. 16. Using Twitter• Home• Timeline• Status updates• Trends and Search• Suggestions
  17. 17. Interacting on Twitter• Mentions (@)• Retweets (RT)• Direct Messages (d)• Hashtags (#)
  18. 18. Twitter Best PracticesBuild your credibility:• Include your real name• Upload your photo• Add your bio• Post a Web link
  19. 19. Twitter Best Practices• Share anything interesting• Reply to tweets from others• Limit self promotion• Tweet first, then follow• Balance your follower ratio
  20. 20. Twitter Next Steps• Explore media and financial accounts• Create a personal or unofficial account• Review the account settings page• Add a photo, bio and web link• Write a few introductory tweets
  21. 21. Blogging• Weblog: Brief, frequent & focused writing• News bureau or thought leadership• Increase search visibility and web traffic• Posts in reverse chronological order• Platforms: WordPress, Blogger, Tumblr• Finding blogs: Google Blog Search, Technorati
  22. 22. Blogging Best Practices• Aim for two to three paragraphs• Use simple, succinct language• Include multimedia content• Include hyperlinks to sources• Allow and respond to comments• Read and comment on other blogs
  23. 23. About YouTube• World’s largest online video site• Third most visited website• 48 hours of video added per minute• More than 3 billion views per day
  24. 24. YouTube Best Practices• Customize your channel• Allow and respond to comments• Comment on other channels• Categorize and tag videos• Keep videos simple and short
  25. 25. Strategy: The POST method• People• Objectives• Strategy• Technology
  26. 26. Frequency Per Week• Facebook: 2 to 3 posts• Twitter: 3 to 5 days• Blogging: 1 to 2 posts• Audio/Video: 1 to 2 monthly updates
  27. 27. Next Steps• Discuss questions internally: – Who is our primary target audience? – What content could we share? – Who would be responsible?• Set one strategic goal