Beyond 2.0: Using Social Media Effectively


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  • A recent survey by the American Red Cross, Social Media in Disasters and Emergencies , suggests that there is a growing public expectation that emergency services will both monitor and respond to information posted to social media sites – 69% of the respondents said that public safety agencies should monitor and respond to postings. The findings of the Red Cross survey suggest social media is an effective means of crisis communications and that there is a growing expectation on the part of the public that emergency services agencies will integrate social media into crisis communications.
  • Beyond 2.0: Using Social Media Effectively

    1. 1. Beyond 2.0: Using Social Media Effectively Sandra Fernandez Manager of Public Relations Houston Public Library
    2. 2. Social Media Landscape Beyond 2.0
    3. 3. Social Media Landscape Beyond 2.0
    4. 4. 4 Ps of Social Media <ul><li>Prepare </li></ul><ul><li>Pick your network </li></ul><ul><li>Pay attention </li></ul><ul><li>Participate </li></ul>Beyond 2.0
    5. 5. <ul><li>Prepare for the crisis before it happens </li></ul>Beyond 2.0
    6. 6. Prepare: Questions to Consider <ul><li>5 Ws </li></ul><ul><li>& </li></ul><ul><li>1 H </li></ul>Beyond 2.0
    7. 7. Prepare: Questions to Consider <ul><li>Who? </li></ul><ul><li>What? </li></ul><ul><li>When? </li></ul><ul><li>Where? </li></ul><ul><li>Why? </li></ul><ul><li>How? </li></ul>Beyond 2.0
    8. 8. Prepare: Questions to Consider <ul><li>Why? </li></ul><ul><li>Why is social media important? </li></ul>Beyond 2.0
    9. 9. Prepare: Questions to Consider <ul><li>Who? </li></ul><ul><ul><li>Who are you trying to target? </li></ul></ul><ul><ul><ul><li>Customers </li></ul></ul></ul><ul><ul><ul><li>Potential customers </li></ul></ul></ul><ul><ul><ul><li>Media </li></ul></ul></ul><ul><ul><ul><li>Industry </li></ul></ul></ul><ul><ul><li>Who is part of your network? </li></ul></ul><ul><ul><ul><li>Media </li></ul></ul></ul><ul><ul><ul><li>Colleagues </li></ul></ul></ul><ul><ul><ul><li>Friends </li></ul></ul></ul><ul><ul><ul><li>Clients </li></ul></ul></ul>Beyond 2.0
    10. 10. Prepare: Questions to Consider <ul><li>What? </li></ul><ul><ul><li>What is your objective? </li></ul></ul><ul><ul><ul><li>Fans, comments, subscribers, new customers, engagement levels, responses… </li></ul></ul></ul><ul><ul><li>What are you going to measure against? </li></ul></ul><ul><ul><ul><li>What are you using as a benchmark? </li></ul></ul></ul>Beyond 2.0
    11. 11. Prepare: Questions to Consider <ul><li>When? </li></ul><ul><ul><li>When are you going to post? </li></ul></ul><ul><ul><li>When are you going to look at your metrics? </li></ul></ul><ul><li>Where? </li></ul><ul><ul><li>Where in social media will you start? </li></ul></ul><ul><ul><li>Where will you “look” for customers, connections, friends? </li></ul></ul>Beyond 2.0
    12. 12. Prepare: Questions to Consider <ul><li>How much? </li></ul><ul><ul><li>How much of your resources are you going to invest? </li></ul></ul><ul><ul><ul><li>Do you have money to spend ? </li></ul></ul></ul><ul><ul><ul><ul><li>most things are free, but not everything </li></ul></ul></ul></ul><ul><ul><ul><ul><li>do you have a budget for accounts, equipment, access? </li></ul></ul></ul></ul><ul><ul><ul><li>People </li></ul></ul></ul><ul><ul><ul><ul><li>Who is going to monitor/participate social media? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Will this need to be added to their job descriptions? employee evaluations? </li></ul></ul></ul></ul>Beyond 2.0
    13. 13. Prepare: Strategy <ul><li>Make it part of your overall communications plan: </li></ul><ul><ul><li>Integrate social media into your editorial calendar for consistent publishing </li></ul></ul><ul><ul><li>Integrate social media into your crisis communications plans </li></ul></ul><ul><ul><li>Make sure your updates are in line with the priorities and messages of your organization </li></ul></ul>Beyond 2.0
    14. 14. Prepare: Strategy <ul><li>Create engagement strategy </li></ul><ul><ul><li>Comments, feedback, wall posts, photos, tagging </li></ul></ul><ul><ul><ul><li>May also need policy </li></ul></ul></ul><ul><ul><li>Time issues </li></ul></ul><ul><ul><ul><li>How quickly can you respond? </li></ul></ul></ul><ul><ul><ul><li>How much time will this take? </li></ul></ul></ul>Beyond 2.0
    15. 15. Prepare: Policies & Procedures <ul><li>Do you have official policy? </li></ul><ul><li>Who is empowered to respond? </li></ul><ul><li>Which departments need to be brought into the project? </li></ul><ul><ul><li>IT </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><ul><li>Customer Service </li></ul></ul>Beyond 2.0
    16. 16. Prepare: Equipment <ul><li>Are you behind a firewall? Can you access the networks needed? </li></ul><ul><li>Do you have a digital camera? video camera? web enabled mobile phone? computer that will allow you to install tools such as TweetDeck? </li></ul><ul><li>Do you have mobile internet access? </li></ul>Beyond 2.0
    17. 17. Prepare <ul><li>Other items </li></ul><ul><ul><li>Make sure multiple people have access to networks </li></ul></ul><ul><ul><li>Make sure you have master file of access logins, with others aware of its existence and location </li></ul></ul>Beyond 2.0
    18. 18. Pick your network <ul><li>Choose your social media networks </li></ul><ul><ul><li>Pick one based on your targets </li></ul></ul><ul><ul><ul><li>Social Networks – Facebook, MySpace </li></ul></ul></ul><ul><ul><ul><ul><li>Meeting, finding, connecting </li></ul></ul></ul></ul><ul><ul><ul><li>Multimedia – YouTube, Flickr, Slideshare </li></ul></ul></ul><ul><ul><ul><ul><li>Sharing, learning </li></ul></ul></ul></ul><ul><ul><ul><li>Bookmarking – Delicious, Diigo </li></ul></ul></ul><ul><ul><ul><ul><li>Link sharing, “the cloud” </li></ul></ul></ul></ul><ul><ul><ul><li>News – Digg, StumbleUpon </li></ul></ul></ul><ul><ul><ul><ul><li>News sharing, opinion sharing </li></ul></ul></ul></ul>Beyond 2.0
    19. 19. Pick your network <ul><ul><li>Pick one based on your targets, cont. </li></ul></ul><ul><ul><ul><li>Reviews – Yelp </li></ul></ul></ul><ul><ul><ul><ul><li>Sharing reviews of companies, services </li></ul></ul></ul></ul><ul><ul><ul><li>Geolocation – Gowalla, Foursquare, Facebook Places </li></ul></ul></ul><ul><ul><ul><ul><li>Checkins, reviews, badges, mayorships </li></ul></ul></ul></ul><ul><ul><ul><li>Blogs – Blogger, Wordpress, Tumblr </li></ul></ul></ul><ul><ul><ul><ul><li>Opinion sharing, news sources </li></ul></ul></ul></ul><ul><ul><ul><li>Microblogs – Twitter, Yammer </li></ul></ul></ul><ul><ul><ul><ul><li>Sharing short updates </li></ul></ul></ul></ul><ul><ul><ul><li>Wikis – Wikipedia </li></ul></ul></ul><ul><ul><ul><ul><li>Collaboration </li></ul></ul></ul></ul>Beyond 2.0
    20. 20. Pick your network <ul><li>Open personal account </li></ul><ul><ul><li>Get comfortable </li></ul></ul><ul><ul><li>Start! </li></ul></ul>Beyond 2.0
    21. 21. Pick your network <ul><li>Create plan for your organization </li></ul><ul><ul><li>Open organizational account. </li></ul></ul><ul><ul><li>Start! </li></ul></ul><ul><li>If your resources are available, pick another and start there. </li></ul>Beyond 2.0
    22. 22. Pick your network <ul><li>TIPS </li></ul><ul><ul><li>Complete your profile </li></ul></ul><ul><ul><ul><li>This is how people find you and how you find others </li></ul></ul></ul><ul><ul><li>Choose a good profile picture </li></ul></ul><ul><ul><ul><li>Make sure you can be recognized </li></ul></ul></ul><ul><ul><ul><li>Must reflect your business/industry </li></ul></ul></ul>Beyond 2.0
    23. 23. Pick your network <ul><li>Build your network </li></ul><ul><ul><li>Friends & colleagues -- find your friends via email, other networks, friends of friends </li></ul></ul><ul><ul><li>Media Contacts -- search </li></ul></ul><ul><ul><li>Directories: </li></ul></ul><ul><ul><ul><li>Twellow </li></ul></ul></ul><ul><ul><ul><li>Industry listings </li></ul></ul></ul>Beyond 2.0
    24. 24. Pick your network <ul><li>Start Today! </li></ul>Beyond 2.0
    25. 25. Pay attention <ul><li>Listen to what’s being said about your organization, your industry (RSS feeds) </li></ul><ul><ul><li>Twitter Search </li></ul></ul><ul><ul><li>Google Search (blogs & news) </li></ul></ul><ul><ul><li>Technorati </li></ul></ul>Beyond 2.0
    26. 26. Pay attention <ul><li>Who are others following, talking about </li></ul><ul><ul><li>Friend your friend’s friends </li></ul></ul><ul><li>What is being said about your topic </li></ul><ul><ul><li>Watch the trends </li></ul></ul><ul><li>Connect strategically </li></ul><ul><ul><li>“ Like” the right pages </li></ul></ul><ul><ul><li>“ Follow” the right accounts </li></ul></ul>Beyond 2.0
    27. 27. Pay attention <ul><li>Know your target audiences </li></ul><ul><ul><li>What networks do they use? </li></ul></ul><ul><ul><li>What language do they use? </li></ul></ul><ul><ul><ul><li>Casual? Formal? Texting? </li></ul></ul></ul><ul><ul><li>What information are they looking for in social media? </li></ul></ul>Beyond 2.0
    28. 28. Pay attention: Tools <ul><li>Monitoring </li></ul><ul><ul><li>Social Mention -- </li></ul></ul><ul><ul><li>Twitter Search -- </li></ul></ul><ul><ul><li>Twitlerts -- </li></ul></ul><ul><ul><li>HyperAlerts -- </li></ul></ul><ul><ul><li>Hashtracking -- </li></ul></ul>Beyond 2.0
    29. 29. Participate <ul><li>Respond to questions, clarify, add more info </li></ul><ul><li>Contribute to the conversation </li></ul><ul><ul><li>Press releases aren’t enough </li></ul></ul><ul><li>Start a conversation </li></ul><ul><ul><li>Ask questions </li></ul></ul><ul><ul><li>Call to action </li></ul></ul>Beyond 2.0
    30. 30. Participate: Tools <ul><li>TweetDeck – </li></ul><ul><li>HootSuite – </li></ul><ul><li>Seesmic – </li></ul><ul><li>PostPlanner -- </li></ul>Beyond 2.0
    31. 31. Participate: Tips <ul><li>Learn best practices for your network and your audiences </li></ul><ul><ul><li>How often do you need to post to communicate effectively? </li></ul></ul><ul><ul><li>What times/days do you need to post? </li></ul></ul>Beyond 2.0
    32. 32. Participate: Tips <ul><li>Add content from other sites </li></ul><ul><li>Don’t forget to use keywords </li></ul><ul><li>Remember to use Multimedia whenever possible – photos, audio, video, links with excerpts </li></ul>Beyond 2.0
    33. 33. Tips: Blogging <ul><li>Learn to read your traffic </li></ul><ul><ul><li>What content is the most popular? </li></ul></ul><ul><ul><li>What keywords are readers using to arrive at your blog? </li></ul></ul><ul><ul><li>How long do they stay on your site? </li></ul></ul><ul><ul><li>Where in the world are they? </li></ul></ul><ul><li>Comments on other blogs </li></ul><ul><li>Create an editorial calendar and stick to it </li></ul>Beyond 2.0
    34. 34. Tips: LinkedIn <ul><li>Find affiliation groups, company pages and join or follow </li></ul><ul><li>Ask for introductions </li></ul><ul><li>Participate in the Questions section </li></ul><ul><li>Get and give recommendations </li></ul><ul><li>Customize your URL </li></ul><ul><li>Learn to use advanced search to find people </li></ul>Beyond 2.0
    35. 35. Tips: Facebook <ul><li>Create lists to segment your friends </li></ul><ul><li>Find affiliation groups, relevant pages and join or like </li></ul><ul><li>Watch your privacy settings (personal profile and business page) </li></ul><ul><li>Custom USERNAME </li></ul><ul><li>Use notifications to retain history </li></ul><ul><li>Ask questions/use polls </li></ul>Beyond 2.0
    36. 36. Tips: Twitter <ul><li>Create lists to manage your stream </li></ul><ul><li>Use a link shortener account </li></ul><ul><ul><li>BIT.LY URL Shortener -- </li></ul></ul><ul><ul><li>OW.LY URL Shortener (HootSuite) -- </li></ul></ul>Beyond 2.0
    37. 37. Tips: Twitter <ul><li>Learn Hashtags </li></ul><ul><ul><li>#SMEM </li></ul></ul><ul><ul><li>#hounews </li></ul></ul><ul><li>Find a Twitter Chat: </li></ul><ul><ul><li>TweetChat -- </li></ul></ul>Beyond 2.0
    38. 38. Tips <ul><li>Learn to “speak” measurement </li></ul><ul><ul><li>Things you start measuring today, for FREE (or little money) + your time </li></ul></ul><ul><ul><ul><li>Audience </li></ul></ul></ul><ul><ul><ul><ul><li># of Followers/Fans/Subscribers </li></ul></ul></ul></ul><ul><ul><ul><li>Activity </li></ul></ul></ul><ul><ul><ul><ul><li># of posts/tweets/updates </li></ul></ul></ul></ul><ul><ul><ul><li>Engagement </li></ul></ul></ul><ul><ul><ul><ul><li>Comments on your blog or your FB page and responses on Twitter </li></ul></ul></ul></ul><ul><ul><ul><ul><li># of mentions, # of retweets, # of conversations </li></ul></ul></ul></ul><ul><ul><ul><li>Traffic/Reach </li></ul></ul></ul><ul><ul><ul><ul><li>Traffic to your blog – visits NOT hits </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Links to your site or social media channel </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Clickthroughs on the links you share with your networks </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Trackbacks, Sharing </li></ul></ul></ul></ul>Beyond 2.0
    39. 39. Tips <ul><li>Know your score </li></ul><ul><ul><li>Klout -- </li></ul></ul><ul><ul><li>TweetReach -- </li></ul></ul><ul><ul><li>Twitter Grader -- </li></ul></ul><ul><li>Don’t automate your posts </li></ul><ul><li>Schedule advanced updates </li></ul>Beyond 2.0
    40. 40. Tips <ul><li>Publish on the weekend </li></ul><ul><ul><li>The four best times for higher engagement rates among followers are at 4 a.m., 7 a.m., 5 p.m., and 11 p.m. </li></ul></ul><ul><li>Write simply and plainly </li></ul><ul><li>Use a real voice – not “press release” speak </li></ul><ul><li>Watch Your Post Frequency and Timing </li></ul>Beyond 2.0
    41. 41. Tips <ul><li>The tool isn’t what’s important, what’s important is how you use it. </li></ul><ul><li>Be aware of what you’re trying to do. It’s important to have a goal when approaching these tools. </li></ul><ul><li>Be aware of your limitations. Social media can be time intensive, and most of us have limited resources, so don’t try to do everything at once. </li></ul>Beyond 2.0
    42. 42. Tips <ul><li>Get everyone on the same page. </li></ul><ul><ul><li>If you begin engaging your audiences, then be prepared to start receiving complaints, suggestions and questions via those new channels, whether that’s your intent or not. </li></ul></ul><ul><ul><li>You will need to have public relations or community relations, information technology, and your organization’s customer service department all aware of the activities, and have made decisions on how you’re going to handle inquiries before you receive them. </li></ul></ul>Beyond 2.0
    43. 43. What I’ve learned <ul><li>Learn from what you’ve done, & adjust. </li></ul>Beyond 2.0
    44. 44. Resources & Suggested Reading <ul><li>Twitter 101 for Business </li></ul><ul><ul><li> </li></ul></ul><ul><li>Twitter Rules of Conduct </li></ul><ul><ul><li> </li></ul></ul><ul><li>Contests </li></ul><ul><ul><li>Twitter’s rules for contests </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Facebook Promotions Guidelines </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>Beyond 2.0
    45. 45. Resources & Suggested Reading <ul><li>Crisis Management Tips & Resources </li></ul><ul><ul><li> </li></ul></ul><ul><li>IACP Center for Social Media </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Getting Started -- </li></ul></ul><ul><li>Social Media 4 Emergency Management </li></ul><ul><ul><li> </li></ul></ul>Beyond 2.0
    46. 46. Resources & Suggested Reading <ul><li>Articles </li></ul><ul><ul><li>Emergency Managers: Social Media Tactics to Protect Your Organization, According to Emergency Management Consultant Lucien Canton </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>“ Social Media in Disasters and Emergencies” survey by American Red Cross: </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>Beyond 2.0
    47. 47. Q&A <ul><li>Questions? </li></ul>Beyond 2.0
    48. 48. Where to find me <ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>Beyond 2.0
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