To successfully leverage social media, an organization needs to stay true its brand voice, define its strategy and earn its place in the conversation. See how these three elements can boost your social media conversions. to promote a business, non-profit or cause requires crafting the right message, and delivering a mix of engaging content to your audience.

1. 3 WAYS TO FOCUS YOUR MESSAGE
ON SOCIAL MEDIA
www.socialmedia.jou.ufl.edu

2. TODAY’S SOCIAL
To be successful in their social media strategy,
companies must do more than post fun images
or share news. As a maturing marketing vertical,
social media needs to impact your company’s
bottom line on a daily basis.
Doing so requires a social media manager who
can tie social efforts directly to business goals
and overall marketing strategy. Here are three
ways you can refine your social media marketing
tactics to drive results for your business.
College of Journalism
and Communications
UNIVERSITY of FLORIDA

3. 1.
FIND YOUR VOICE
Defining a brand persona and messaging strategy is
the most effective way to ensure everything you say
on social media reflects your brand. Start by choosing
three to five words that describe your organization’s
personality and build a persona that reflects those
values. Once you’ve identified those core tenets, craft
every message around one or more of these traits.
A smart brand persona will help your audience
determine the content they can expect and shape
every interaction you have on social media.
College of Journalism
and Communications
UNIVERSITY of FLORIDA

4. 2.
DEFINE YOUR PURPOSE
Tactics should be guided by business objectives
and audience needs. If you’re simply promoting
sales or sharing silly pictures, you’re probably not
delivering value to your audience. Do your users
expect helpful customer support? Then implement
responsive systems to handle their requests.
If you don’t deliver on the promises you make,
or abuse the relationships you’ve built with
your audience, your social efforts will fall short
of your goals.
College of Journalism
and Communications
UNIVERSITY of FLORIDA

5. 3.
EARN YOUR PLACE
Continual self-promotion is a surefire way to lose
your audience. Instead of inundating your audience
with promotional material, focus on starting
conversations or joining a wider dialogue with
consumers – helpful links, cultural or industry
insights and more.
Many successful social media marketers take an
80/20 approach to their messaging: providing
valuable, entertaining or insightful content 80
percent of the time earns the right to promote
products 20 percent of the time.
College of Journalism
and Communications
UNIVERSITY of FLORIDA

6. THE RIGHT SKILLS
It takes a savvy communications professional
to build an impactful social media presence.
Organizations demand marketers with a range
of analytical, storytelling and creative skills; it can
be difficult to sharpen these talents directly in
the workplace.
The online Social Media master’s specialization from
UF’s College of Journalism and Communications
helps working professionals expand their marketing
toolkit to effectively manage a social brand.
College of Journalism
and Communications
UNIVERSITY of FLORIDA

7. 3 WAYS TO FOCUS YOUR MESSAGE
ON SOCIAL MEDIA
Learn How Earning a Master of Arts in Mass Communication
Can Connect You to New Opportunities…
College of Journalism
and Communications
UNIVERSITY of FLORIDA
www.socialmedia.jou.ufl.edu