Presented at the Annette Strauss Institute for Civic Life at the Moody College of Communications at the University of Texas on 2-8-2014. Social Media Strategy tips for Senior Level Management.

1. SOCIAL MEDIA
STRATEGY AND
LLAMAS
Brooke McMillan
Social Llama Consulting

2. COMMUNITY
MANAGERS AND
LLAMAS
What do these two species
have in common?

3. A COMPARISON FOR THE
DIGITAL AGE
Online Community Managers
Llamas
Produces content
Produces fiber
Day to day online maintenance
Day to day yard maintenance
Alerts you when your brand is in danger
Alerts farmers when livestock is in danger
Stays on talking points you set
Can easily learn repetitive tasks
Yell your mission from the “mountain tops”
Can carry heavy packs up mountain tops
Are very social beings
Very social animals
Only spit when provoked…by trolls
Only spit when provoked

4. BUDGETS AND
BANDWIDTH
You think we have the money
to hire a social media
manager?

5. SKILL SETS
Understands your brand
Understands your constituents
Can give a solid elevator pitch under pressure
Genuinely friendly
Thick skinned
Can take YOUR vision and translate it online
Age is not a skill set!

6. QUESTIONS TO ASK YOUR
TEAM
How do we currently communicate with your base?
What resources can we devote?
Where do our constituents live online?
What do we hope to achieve?

7. HAVE REALISTIC
EXPECTATIONS

8. WHICH PLATFORM IS
BEST?
You don’t need to know them
all so stop freaking out.

9. THINK ABOUT YOUR
POTENTIAL CONTENT
What visuals do you have?
What kind of text do you have?
Do you host events?
Where are your constituents?
What does your llama think?

10. REMEMBER ROLES
You:
Your Llama:
Set the vision
Translates your vision online
Set the rules of engagement
Understands the rules of engagement
Set the strategy
Executes on the strategy

11. CRISIS MANAGEMENT
When done correctly, social
media can protect you and
elevate you above the noise.

12. LIVESTRONG
CRISIS TIMELINE 2012
October 10: USADA report released
October 15: Foundation 15th Anniversary Weekend
October 17: Lance steps down as Chairman
October 22: Lance stripped of titles
November 4: Lance resigns from board
November 14: Foundation official name change final

13. LIVESTRONG
CRISIS TIMELINE 2013
January 8: Oprah announces interview.
January 14: Lance apologizes to staff. Tapes interview with Oprah.
January 16: Foundation issues statement in advance of interview.
January 17: Part 1 of Lance’s interview with Oprah.
@LIVESTRONG tweets minutes before the show
Foundation sends house file email with shareable graphic
January 18: Part 2 of Lance’s interview with Oprah.

14. WE HAD 6 DAYS TO
PREPARE

15. CHOOSE YOUR PATH
NOW
Get everyone on the same
page immediately.

16. I MEAN
EVERYONE
Program Managers
Public Relations
Communications
Board Members
Human Resources
Front Desk
Interns and Volunteers
Donors
Web Designers

17. GET TO WORK
Talking points ready.
Strategy set.
Go.

18. USE SOCIAL TO DISPEL
MYTHS

19. USE SOCIAL TO INFORM

20. USE SOCIAL TO PROTECT
YOUR COMMUNITY

21. USE SOCIAL TO LISTEN

22. BE NICE TO YOUR LLAMA

23. DEVELOP STELLAR
CONTENT
Create a content calendar.
Stay flexible.
Repurpose what you have.

24. 2013

25. 2012

26. GIVE THEM SOMETHING TO
SHARE

27. ARM YOUR ADVOCATES

28. BE TRANSPARENT

29. SHARE GOOD NEWS

30. DON’T FORGET YOUR
LLAMA
Take care of your staff.
Check in with them.

31. REMEMBER ROLES
You:
Your Llama:
Set the vision
Translates your vision online
Set the rules of engagement
Understands the rules of engagement
Set the strategy
Executes on the strategy

32. BROOKE
MCMILLAN
Email:
Brooke.McMillan@gmail.com
Twitter:
@McMillanATX
Facebook:
Facebook.com/SocialLlamaConsulting
Blog:
SocialLlamaConsulting.Wordpress.Com