1.
UNDERSTANDING
SOCIAL MEDIA AND
USING IT EFFECTIVELY
Maximus Ametorgoh
@MaxiAmetorgoh

2.
Social Media

3.
“any or a set of new media
applications which facilitates
social interactions based on
shared identities, common
interests, collective actions and
social networks for diverse
expected results.”
Maximus Ametorgoh

4.
Social
Personal lifestyle -
Profession -
Social Network -
Family/Friends -
Associations/Groups -
Hobbies/Interests -
Expertise -
Experiences -
Views/Opinions -
Media
- Audience
- Channels
- Coverage Area
- News Distribution
- Promotions
- Campaigns
- Production
- Protocols
- Frequency

5.
Features Of Social Media
• Internet-Powered
• User-generated Contents
• Global And Local
• Multi-format Content
• Viral Power
• Dialogue, not monologue
• Literacy required
• Faster User Acquisition (than traditional media)
• Real time media
• Integrated or Interconnected System

6.
Social Media
Honeycomb
Seven Functional
Building Blocks
IDENTITY
(the extent to which
users reveal
themselves)
PRESENCE
(the extent to which
users know if others
are available)
RELATIONSHIP
(the extent to which
users relate to each
other)
REPUTATION
(the extent to which
users know the
social standing of
others and content)
GROUPS
(the extent to
which users are
ordered or form
communities)
CONVERSATION
(the extent to which
users communicate
with each other)
SHARING
(the extent to which
users exchange,
distribute and
receive content)
Jan H. Kietzmann, Kristopher Hermkens,
Ian P. McCarthy, Bruno S. Silvestre

7.
Personal
Profiling

8.
Personal Profiling

9.
ACTIVITY: SOCIAL MEDIA ACCOUNTS
Create a Facebook and Twitter accounts.
1. Brand your account using your profile and
images.
2. Write 3 benefits you have derived from this
training using a picture or video.

10.
Social Media vrs
Traditional Media

11.
Social Media vrs Traditional Media
38 years
50,000,000 listeners

12.
13 years 50,000,000 viewers
Social Media vrs Traditional Media

13.
4 years
50,000,000 online Facebook: 200 million account in 2011
Kony 2012 took 4 years to reach 50m views

14.
1. Unstructured Vs Controlled Communication
2. Dialogue Vs Monologue
3. Engagement Vs Reach/Frequency
4. One-on-one Vs Mass Marketing
5. Real Time Vs Programmed Broadcasting
6. Global Coverage Vs Legal/Local Coverage
7. Cost Effective Vs High Cost
8. User-Generated Vs Produced Content
9. Relationship Vs Repetition
10.Great Analytics Vs Bad Analytics
Social Media vs. Traditional Media

15.
Setting Social
Media Objectives

16.
Social Media Objectives
1. Customer Engagement
2. Acquisition of new customers
3. Marketing of products
4. Top-of-mind awareness
5. Lead Generation
6. Education and empowerment
7. Brand positioning
8. Support services
9. Social Media Leader in industry
10.Thought Leader in your industry

17.
Social Media
Platforms

18.
2,010,000,000
Monthly Active Users
1,320,000,000
Daily Active Users
4,500,000
Monthly Active People
• Timeline
• Newsfeed
• Events
• Accounts
• Personal
• Public
• 150 billion friendships
• Facebook Live

19.
• 328m MAU (Q2 2017)
• 140 Characters
• @Handle (@MaxiAmetorgoh)
• Hashtag (#GetDigitalDaily)
• Tweets and Trends
• 80% Mobile Users
• Twitter Live

20.
• 700m MAU (June 2017)
• 400m DAU
• 250m Stories
• 4.2bn Likes per day
• 40bn photos
• Instagram Live
• Top 5 Instagram accounts
are for women.

21.
• 2nd biggest Search Engine
• 1bn monthly unique users visit
• 4bn views of video per day
• 300hours video uploads per 60’
• Videos/Audio

22.
• 347 million active LinkedIn users
• 4,500 listed standard skills
• 380million skills listed by users
• 930 connections per CEO
• 94% of recruiters use LinkedIn
• Over 1billion endorsement of skills
• World’s largest professional network
on the Internet

23.
• 1.3bn MAU
• 1.0bn DAU
• 55bn messages processed daily
• 256 Group Members
• 256 Broadcast List
• 1 billion videos shared daily
• 195minutes spent weekly
• End-to-End Encryption
• Voice/Video Calls
• Web/Desktop version

24.
ACTIVITY: SOCIAL MEDIA PLATFORMS
List and describe the functionality of top 10
features of Facebook, Twitter, Instagram,
WhatsApp and LinkedIn.

25.
Social Media and
Traditional Media

26.
1. Unstructured Vs Controlled Communication
2. Dialogue Vs Monologue
3. Engagement Vs Reach/Frequency
4. One-on-one Vs Mass Marketing
5. Real Time Vs Programmed Broadcasting
6. Global Coverage Vs Legal/Local Coverage
7. Cost Effective Vs High Cost
8. User-Generated Vs Produced Content
9. Relationship Vs Repetition
10.Great Analytics Vs Bad Analytics
Social Media vs. Traditional Media

27.
Content
Development

28.
6 Elements of Quality Content
Theme:
Selecting
the right
subject.
Context:
Powering
“meaning
transfer”.
Format:
Selecting
audience
preference
Structure:
Composing
the right
message
Design:
Giving
form and
look to the
structure
Schedule:
Engaging
at the
right time

29.
Themes
Subjects or topics:
•Judicial
•Laws/Acts
•Courts
•Judges
•Lawyers
•Judiciary Service
•Governance
•Democracy
•Citizenship

30.
Context
•Ghana
•Politics
•Business
•Companies
•Education
•Citizenship
•Patriotism
•Democracy
•Freedom
•Calendar*

31.
Format • Verse (Text):
Writing and reading
• Verbal (Audio):
Speaking and hearing
• Visuals (Images):
Depicting and seeing
• Videos(VOD/Live):
Showing and watching

32.
Structure •Headline
•Body
•Photograph
•Video
•Links
•Hashtags
•Social Media Accounts
•Call-to-Action

33.
Design •Artwork
•Photographs
•Video
•Text Description
•Call-To-Action
•Hashtags
•Links
•Social Media Accounts

34.
Schedule
(Developed from Calendar)
•Daily Contents
•Company Activities
•Event dates
•Holidays
•Celebrated Days
•National Events
•Social Events
•Trending Contents

35.
ACTIVITY: SOCIAL MEDIA CONTENTS
Create a Facebook and Twitter accounts.
1. Write 3 benefits you have derived from this
training using a picture or video.
2. DO a Facebook Live post by telling your
friends where you are and what you are
doing currently.

36.
10 Ways To Be Effective
On Social Media

37.
1. Understand social media
• Know the Concept
• Know the Features
• What are the Benefits/Uses
• Set your Objectives

38.
2. Define your Market/Industry
• What defines your Industry?
• What are the Products and Services?
• Who are your Target Audience?
• Who are your Competitors?
• What are their channels of Engagement?

39.
3. Know your audience
• Who are they?
• Where are they located?
• What are their interests?
• What is their income level?
• Do/Can they use technology?
• Do they socialize a lot?

40.
4. Select the right Platforms
• Where are your audience? Platforms
• Can you share text, pictures, audio,
videos, links on the platforms?
• How is content broadcasted to users?
• How much will you spend?
• Can you get your investment back?
• Which online accounts do you have?

41.
5. Develop Quality Content
• Know your main Message(s)
• Talk to people directly
• Be easily understood
• Make your fans interact with you
• Know the dimensions required
• Instruct your fans/followers to take
action, ie, buy, register, call, etc

42.
6. Broadcast your Contents
• Confirm your Schedule
• Examine your Content again
• Publish your Content
• Monitor how fans/follower

43.
7. Engage your Audience
• Respond to Comments
• Expect Feedbacks
• Answer Inquiries
• Merge Offline and Online

44.
8. Run Promotions and Campaigns
• Offer Big Benefits
• Give Discounts
• Have Deals for Special/
Selected Audiences
• Giveaways should be
frequent
• Create Social Awareness

45.
9. Have a Budget
Know how much these will cost:
• Developing your Strategy
• Developing your Content
• Boosting posts on Platforms
• Running Promotions and Campaign
• Generating Reports
• Paying your Personnel
• Buying Resources/Tools (Internet,
materials, etc)

46.
10. Measure your Results
• Increase in number of Fans/Followers
• Increase in Engagement
• Growth in Sales and Profit
• High participation in Campaigns
• Achievement of set Objectives
• Your Return On Investment

47.
ACTIVITY
1.Create video or photo content using your
camera and share it on your social media
accounts.

48.
THANK YOU
All images used in this presentation are not owned by the content developer. All ideas, activity,
models and other contents is rightfully owned by the content developer and presenter.
@MaxiAmetorgoh
/maximusametorgoh
/maximusametorgoh
/in/maximusametorgoh