Creating Your Social Media Playbook: A Pre-Season Training Camp
Are you ready to jump into the social media game, but you don’t know all the X’s and O’s to get a win for your team? This pre-luncheon seminar will help you assemble a playbook sure to make you the company MVP. Learn social media tactics from all-pro social media scholar and practitioner Kaye D. Sweetser, Ph.D., APR. Dr. Sweetser will coach you on a mix of best practices and case studies covering a wide range of social media tools, including Twitter, Facebook and search engine optimization, among others. We’ll watch game tape of what others have done - both successfully and not so - in social media spaces to develop plays that will have your fans cheering in no time. Join us, and go from powder puff to pro.
10. Hosting … but wait! Why do you want to use this network? Is this the best network? Should we build our own network? Are the terms of service okay? Will they accept us? What is our time commitment?
11. Step 1: Monitoring Set up a systematic monitoring process Search daily Misspellings Leadership Variations on company name Determine what elements you want to examine
12. Step 2: Engaging These are your friends, treat them so Don’t inward promote too much Always include a call to action Set conditions for 2-way communication Be conversational
13. Step 3: Host This isn’t Newsroom Redux Friend others like you Pull content from other areas Twitter Flickr Ross Build & foster relationships Cross promote Encourage interactivity Let them post wall comments Solicit memories or input Allow user-generated uploads (vids)
14. Possible metrics # fans # posts/wall comments/etc Ration of new members to # left # new members weekly (monthly, etc)
19. Twitter 101 140 characters “What are you thinking …?” You follow people People may follow back RT means retweet @username links to that user DM means direct message Make your tweets understandable to the whole – not just the person you @
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21. Step 1: Monitoring Are people talking about you? Is someone pretending to be you? Are they talking about your company? Is your demographic on Twitter
22. Step 2: Host Stay well under 140 Be human! Use company logo as avatar (tight) Don’t use personal account as company
23. Retweet! Leave lots of room for RT’ing Message should be simple Include link (bit.ly) Ask people to RT Say please Thank people (DM or publically)
24. What are my chances …? Break news Interesting facts or info Lists of things Info about Twitter! Links to resources or stories
25. Step 3: Engaging Not everything is internal content Begin conversations Have weekly questions Jump in when appropriate Tweet as a human Avoid tweeting every new blog post Have a bio Note who is tweeting “Hey what should I do?” umm, no Check your @ replies
26. Pitch it Use as few characters as possible Build relationship first Individualize pitch – don’t send same pitch to same people Don’t send pitches all in a row Avoid buzzwords & acronyms
27. Following Have 20 interesting tweets before you follow people Find 10 people Add 10 people for every tweet Follow people back More people that talk to you, the more exposure others will have to you! Follow real people back Make sure your account is open Avoid auto-DMs
28. Metrics Always use shortener with tracking Classify with Eric Peterson’s categories: Reference others Links to URLs Hashtags RT
29. What to track Name of person who tweeted Date & time of tweet Peterson typology Issue Did item mention company or just issue? Did item link to company? Did item mention company Twitter acct Circulation Click throughs
33. Step 1: Monitor Create a list, but be open to additions Best management is through RSS ID blogs through keyword searches Include blogs that talk about your issues, not just your brand specifically Set up Google Alerts Don’t obsess on A List blogs Know what to do when you find a blog
34. Who needs gut when you have science? Tone of item What was the topic mentioned Did the item link back to company? # comments responding to that post Overall tone of comments responding # other blogs that link back to post Company source quoted?
35. Step 2: Engage Be transparent Be honest Correct the record Don’t add blogger to distro automatically Don’t ask bloggers to link to site Personalize EVERY pitch Engage in conversations
36. C’s of blogger relations from Brian Solis Concept Context Consumption Credibility Community Conversation
37. Step 3: Host Can be the company voice or employees Host on official Web site Use free services but don’t host there Clearly label that is official Be transparent in authorship Collaborate & share the work load! Post bios for each blogger Have terms of service Be committed to project Maintain branding
38. More tips! Post updates at least 3 times a week Keep posts personal & human voice Use blog to get feedback from publics Don’t promote until you have a library Include multimedia Post comment policy If moderated, approve in 24-48 hours Constantly monitor Join in other conversations
39. Employee blogs Adhere to company values Identify yourself Disclaimer Avoid copyright & trademark breaches Don’t impersonate someone else
40. Metrics Install analytics program HITS suck Unique visitors Time on site Bounce rate Unique visitors segmented by primary & secondary stakeholders Most visited content on site Referring sites Keywords used to get to the site Track monthly with goals
43. Step 1: Monitor The new search engine Create list of keywords Do regular searches Understand that for some companies it gives you insight into your publics or employees
44. Step 2: Engage Give quality comments, not just “great vid” Competition Many say they don’t work Think about the time & effort it take (internalizes)
45. Step 3: Host Never use copyrighted materials Identify your audience then make something w/message for them Be ethical! Storyboard first Determine the appropriate length Put important info in the video (not just tags) Promote through various channels Allow your vids to be embedded Include a call for action
48. Step 2: Engage Consider starting a group for others Invite others to the pool
49. Step 3: Host Pick a username that makes sense Titles of images should be keywords Tie image back to site to generate traffic Be accurate with keywords Keep tags consistent Be maximally inclusive with tags Create album Link profile back to company site
50. Metrics FlickrPro account shows Popular pics Referrals Most popular images reveal what is most salient & interesting to your publics
52. Tips Determine keywords Unique titles each page Put keywords in titles Have diversity in words on page Be descriptive in titles Use metadata Make a goal to be #1 for something specific
53. Umm, say what…? All tactics listed at kayesweetser.com Join PR Open Mic Follow experts Get involved in the communities Follow @PRSAGeorgia Join PRSA Georgia LinkedIn Group Fan PRSA Georgia on Facebook
54. I need MORE! 1-day SOCIAL MEDIA seminar Atlanta Saturday, Oct. 24 Focus on strategies & tactics Co-led with Dr. Karen Russell http://www.grady.uga.edu/social
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