Lutricia Eberly of Roundtop Mountain Resort provides an overview of using social media for businesses and organizations. She defines social media and discusses goals like driving traffic, engagement, and credibility. Eberly outlines best practices like generating engaging content, being conversational, admitting mistakes, and integrating social media into overall marketing efforts. Resources on topics like events, fundraising, and social media policies are also provided.

1. Lutricia Eberly
Roundtop Mountain Resort

2. Introduction:
Who am I?
My personal social media rules

3. Building the case for social media
Definitions:
•Social
•Mobile

4. Building the case for social media
Social media defines the activities that
integrate technology, social interaction,
and the sharing of words, images,
video, and audio. In other words, social
media is a conversation
that takes place online.

5. Building the case for social media
Infographs tell the story

6. http://www.hongkiat.com/blog/55-interesting-social-media-infographics/

7. http://www.socialmeblog.com/2012/01/30/social-media-solutions-for-small-business-infographic/
infographic_social-media-power-business/

8. http://visual.ly/16-social-media-
blogging-stats-2012

9. http://visual.ly/16-social-media-
blogging-stats-2012

10. What are your social media goals?

11. What are your social media goals?
Drive foot traffic to location
Generate awareness of product/service
Reach specific new audience
Increase website traffic

12. What are your social media goals?
Establish credibility
Build your audience/following
Increase SEO
Increase customer engagement

13. What are your social media goals?
Be findable
Be trustworthy
Be attractive
Be conversational
Be attentive
Be in touch
Be mobile
Be strategic
Be exciting
Be brilliant

14. What are your social media goals?
Consumer driven
Transparent
Engaging
Inclusive
Sincere
Always remember that social media is:

15. What are your social media goals?
Formal
One-sided
Controlled
Impersonal
Exclusive
Social media is not:

61. Example: Festivals/Events
Always keep in mind:
Push vs pull
Telling vs asking

62. Make announcements about performers
Solicit opinions
Get suggestions
Drive traffic to your website
Example: Festivals/Events

63. Example: Festivals/Events
Get more sponsors
Recruit exhibitors
Look for user generated videos

64. Example: Festivals/Events
Invite people to share their photos of your
festival
Don’t neglect your core website

66. Shorter and punchier is better
Knowledge is power
Engage the audience
Be authentic
Reveal human side of business
Highlight industry events/news
Determine themes
Consider how to integrate
Use pictures when relevant

67. Where is your
audience currently?

68. What else is going on
in your community?

69. Interview your
stakeholders,
clients/customers,
employees in person

70. Ask yourself what your
primary goal is

71. Recognize challenges

72. Generate awareness

73. Seek/create media
opportunitites

74. Provide customer
service

75. Enhance marketing
campaigns

76. Manage relationships

77. Enhance presence at
events

78. Learn about trends,
breaking news;
monitor industry

79. Recruit employees

81. Generate awareness
Seek and create media opportunities
Provide customer service
Enhance marketing campaigns
Manage relationships
Enhance presence at events
Learn about trends, breaking news,
and monitor industry
Recruit new employees

82. What is it and why do you need it?
Good for both internal employees
and externally for your social media
community.

83. This Social Media Code of Conduct
aims to provide specific guidance on
best practice behavior when working
and operating within social media.

84. The Code provides guidelines for
social media undertaken for the
purpose of personal or commercial
use.

85. The Code represents our current
collective efforts to provide clear
guidance in an evolving media
channel.

86. We welcome your feedback on the
document to ensure we have
comprehensive input from across
the industry.

87. Disclaimer

88. Keep track of goals with qualitative data

89. New names added to email lists
Number of comments on posts
Increased donations
Influential blogs linked to you
Increased webpage hits
Content of keywords

90. Set benchmarks

91. We want (n) positive new comments
per week on Twitter
We want $(n) from our charity event
We want (n) pagerank by a certain date
We want (n) people to sign our petition

92. Going into social media blindly with no
strategy or goals
Failing to build your community
Ignoring your audience

93. Having the intern “do it”
Forgetting your manners
Becoming complacent

94. Trying to do all and be everywhere
Failing to meet the needs of your
audience
Deleting or ignoring negative feedback

95. Failing to integrate efforts
Treating social media like advertising
Assuming one size fits all
Making the assumption that social
media is magic

96. List social media chancels on direct
mail, newspaper ads, newsletters, and
business cards
Add social sites to website and email
signatures

97. Use contests or call for retweets to
generate interest – but be careful!
Be mindful of what others are doing to
build fans
Use Twitter’s discover tabs

98. Join LinkedIn groups
Use hashtags
Stay transparent
Do be evasive

99. Develop engaging content! Ask
yourself: what value can I provide?
What is interesting about my business?
Where are my growth opportunities?
How can I educate my audience?
Create content/theme calendar and tie
all goals/platforms into it

100. Be the first to admit vested interests
Keep it conversational
A blog post isn’t an annual report
Ask questions

101. Solicit opinions
Write what you know
Stick to issues relating to your
organization

102. Position yourself as the expert in your
field
Add real knowledge to conversations,
not just another opinion
Admit mistakes – “oops” happens

103. Thank those who bring mistakes to
your attention
Don’t ignore negativity – negative
comments are chances to turn critics
into supporters.

104. Trust your instincts – get other opinions
on posting controversial material
Listen and re-invent!
No matter what platform you’re on –
fill in all the data/fields about your
business

105. Participate
Use advanced search
Monitor the channels you don’t use

107. Thank you!
Lutricia Eberly, Director of Sales and Events
Roundtop Mountain Resort
Facebook.com/RoundtopMountain
Twitter.com/RoundtopMtnRsrt
Pinterest.com/RoundtopMtnRsrt

108. Resources:
Resources:
4 Fascinating Facts about online fundraising: http://www.npengage.com/online-
fundraising/4-fascinating-facts-about-online-fundraising/
Social Media Policy: http://www.etown.edu/offices/marketing-and-
communications/guides/social-media/comment-policy.aspx
4 Ways to Maximize the Social Media Presence at Your Next Event:
http://www.socialmediaexaminer.com/maximize-the-social-media-presence-at-your-
next-event/
Top 10 Enterprise Social Media Etiquette Fails:
http://www.salesforcemarketingcloud.com/blog/2011/07/top-ten-enterprise-social-
media-etiquette-fails/
10 Tips for Dealing with Detractors:
http://www.salesforcemarketingcloud.com/blog/2011/01/10-tips-for-dealing-with-
detractors/

109. Resources:
How to Boost Attendance Through Social Media:
http://www.cvent.com/en/sem/social-media-event-marketing-ebook.shtml
Determine who is pinning from your website:
http://pinterest.com/source/YourWebsite.com/ and for more info:
http://mashable.com/2012/03/14/pinterest-track-content/
Code of Responsibility links:
http://socialmediagovernance.com/policies.php
http://www.communicationscouncil.org.au/downloads_tcc/2012/CC_Social%20Media
%20Code%20of%20Conduct_FINAL.pdf
http://www.marketingsherpa.com/article/how-to/5-actions-to-protect-your#
http://blogs.webtrends.com/social-media-guidelines/

110. Resources:
Help for this presentation came from:
Social Media for Parks and Recreation – Back to the Basics
http://www.jbsem.com/social-media-for-parks-recreation-back-to-the-
basics#axzz2QSgsuvhM
Rachel Strella – http://www.slideshare.net/StrellaSocialMedia