“Marketing Your Work and Engaging Your Audience - Social Media Strategy and Analytics” from Reynolds Business Journalism Week 2016 by Megan Calcote

1. Social Media Strategy and
Analytics
Megan Calcote, Program Coordinator, Executive Producer
!
@MegCalcote | @BizJournalism | @EducatingGeeks
#DigitalEd

2. “It’s easy to feel like you can grow a loyal audience in
no time using the latest growth hacks or Twitter and
Facebook tricks. But the truth is, it’s not that simple.
Growing an audience is hard.
You have to have talent.
You have to put in a lot of work.
And there’s no 1–2–3 solution.”
- Ash Read

3. Pick Your Network
Facebook (2)
YouTube (3)
Twitter (9)
LinkedIn (14)
Instagram (25)
Pinterest (32)
Snapchat
Periscope/Meerkat
Google+
Tumblr (42)
Vine
Reddit (32)
Social networks with the most traffic according to alexa.com as of Nov. 30, 2015

4. But don’t go overboard
@BizJournalism
LinkedIn
Twitter
Facebook
YouTube
Tumblr
@EducatingGeeks
Facebook
Twitter
Instagram / Tumblr
YouTube (kinda)
Google+
Social networks with the most traffic according to alexa.com as of Nov. 30, 2015

5. What’s Important to You?
Decide what you want people to see or do:
Just see your social posts? Focus on Reach and Impressions
Click the links in your posts? Pay attention to Link Clicks
Like or heart your updates? Pay attention to Likes/Favorites
Retweet or re-share your stuff? Pay attention to retweets/shares
Do you want to have conversations? Pay attention to comments,
replies and quotes
Overall engagement? Focus on your engagement rate

6. Build Your Strategy
Compose your tweets in a way that will (hopefully) draw
people into taking the actions you want
Base the types of updates you post on the desired
outcomes
Consider the strategy for each individual update

7. Experiment on Your
Audience
To quote the folks at
Buffer “Always Be
Testing” ABT
Time of Day
Types of Posts
Number of Posts

8. Use a Social Media
Management Tool
Buffer
Hootsuite
Sprout Social
TweetDeck
Edgar
Facebook native scheduling

9. @BizJournalism
8,589 followers
Account created in 2009. We turn 7 in May of 2016
Not created by me
Mostly me (95%)

11. Engagement Rate: 10/993 = 0.01007 or 1.0%

12. @EducatingGeeks
268 followers
Account created in 2013. We turn 3 in March of
2016
Created by me (I think)
Team effort

14. Engagement Rate: 18/416 = 0.043 or 4.32% or 4.3%

15. Using Built-In Analytics
Pay close attention to the metrics that are important to
you
Be aware of the other metrics, but you don’t need to
chase them

16. Advance Your Analytics
Export the data from the social network
Look at the data and graph it your own way
Combine stats to see different points of view

17. Facebook Engagement Rate
(total clicks divided by impressions)
This tells us how many clicks we received per view
EngagementRate
0%
1%
2%
3%
4%
5%
Date
9/21/15 9/22/15 9/23/15 9/24/15 9/25/15
1.7%1.7%
0.9%
0.0%
1.2%
3.4%
1.4%
3.4%
1.1%
4.4%
0.0%
MRM: Oil
Subsidies
Reynolds
Week
Promotion
Paid Sick
Leave
MRM:
Questionable
Business
Practices
Fall Box
Office
Part 3
MRM:
Pope Fiat
Chrysler
Nod
MRM:
Happy
Birthday
Census
Bureau
Photo
Reshare
Student
Loan
Debt
MRM:
Volkswagen
Christmas
Creep

18. Track and Re-Use Your
“Evergreen” Content
Edgar can automate this
I use a google sheet and random.org
Use bulkbuffer.com to upload a bunch of pre-written
social posts at once
Uses .csv files

19. Perfect Your Posts
Watch for typos and mistakes
Include photos whenever possible and appropriate
You can edit the link previews on Facebook and LinkedIn
You can also edit the text within those previews
Tag other accounts and use hashtags (not on LinkedIn)
Make sure you’re using the right hashtags and tagging the
right people

20. Reward Your Audience for
Engaging
Thank them for following (if they fit your strategy)
Thank them for the actions they take
Respond to their questions
Ask them for suggestions
The #1 Mistake We All Make on Twitter (It’s Probably
Not What You’re Expecting) http://bit.ly/MSmistakes

24. Stay Fresh on Social News
Contently
Great list of newsletters worth subscribing to
http://bit.ly/MSnewsletters
Social Media Examiner
Buffer Blog
Great piece recently: Building an Audience is Hard
http://bit.ly/MSaudience