Social media platforms and strategies


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Presentation on social media strategies (with notes) from Social Media and Contemporary Church Issues Conference.

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  • -The rush to use the tools shouldn’t outweigh the need to create a strategy -”Build it and they will come.” Unfortunately, this doesn’t apply to social media
  • Integrate your social media strategy with your communications planDetermine your goals and objectivesResearch the toolsIdentify your audience Develop a personality Create a content strategyDetermine metrics for measuring success
  • It’s important to merge your social media strategy with your communication plan so they work together to achieve your communications goals. It is also important to note that although the two will work together, there are some significant differences you need to be aware of:
  • Sit down and figure out what you want to achieve with your social media presence. Determine your ultimate goal. Use the answers to these questions as a starting point for your social media policies. It can not be a one-size fits all.
  • Each social media has its own strengths. If you’re not already using different kinds of social media, such as Facebook, Twitter, Blogger or YouTube, take some time to sign up and expore. There is a different language/style/mode of operation on social networks that has to be learned, just like any other language.
  • Define who you want to connect with, and get to know them. Understanding who they are and what they’re interested in helps you provide content that resonates with them.
  • Select 2-3 keywords that describe your organization (ex: USCCB - (**think of keywords***)Keep those words in mind whenever you share content, respond to comments, etc.Share content that aligns with your keywords
  • What are you going to share with your audience? Your content needs to:Resonate – evoke emotions/memoriesDrive success –contain necessary elements to achieve goalsIf your goal is to increase website traffic, then your content strategy should be to link to the website in your status updates and tweets
  • How will you measure success?
  • Increase traffic – unique visitors tells you all the new people who are coming to your website – you can also track where they’re coming from (referrer reports) – this tells you if your social media accounts are driving people to your website What you measure depends on your goals/objectives. If your goal is to:Improve search engine rankings: A search engine results page (SERP), is the listing of web pages returned by a search engine in response to a keywordquery. This shows you how you’re ranking on search engines such as Google. Improve public relations – the types of comments/tone of those comments on your social media sites will tell you how people are perceiving you. Increase Awareness – Reach is a measure of the impressions, or the number of times something is displayed (not clicked on)
  • Know how to track performance on your various social media platforms –Explore Facebook insights: look up your total comments, interactions, pages viewsMonitor your mentions, retweets and track the number of clicks on your links using HootsuiteLook into your blog’s analytics and see how many page views and comments your posts are getting
  • Find your voice.Test different tones, add personality. Likes and comments will tell you how well you’re doing. People like: humor, inspirational quotes and powerful statistics.Always share a link, photo or videoDon’t waste an opportunity to drive traffic to another one of your sites (website, blog, Youtube channel, etc.). Adding these things will make the status updates richer.Take advantage of the thumbnails Facebook automatically generates when you attach a link – again, it makes the status update “richer” and more attention grabbingStart off slowStart off posting only once or twice a day, if that (Aim for 4-6 per week). If you post multiple status updates daily, people may start to tune you out (especially if it’s not fresh content – never post just to post). Social media is constant – don’t forget occasional night or weekend posts – they usually tend to produce high levels of engagement. Encourage staff and volunteers to be active on the pageStatus updates with the most activity get the most exposure. Encourage staff, volunteers, friends and family to “get the ball rolling” by liking and commenting on your posts. Reasonable goal: at least one comment and three likes for every 1,000 fans.Have more than one page administrator Have several trusted admins to the page, this helps ensure that even if someone leaves the organization, they don’t take the Facebook page with them. It’s also helpful to have more than one person who can moderate the page. Use the “Favorites” functionalityTo add a page to your favorites, go to the page you want to favorite and on the left side select “Add to My Page’s Favorites”Using the favorites functionality is a form of partnership building and appreciationTag other pagesTo tag another page type “@” and then begin typing the name of the page, it should appear in a drop down menu. Select the page you want to tag, and it will be highlighted light blue in your update. This will cross post (if the page allows) your status update on the tagged pages wall. This is another partnership building technique Integrate your Facebook page into your website, e-newsletter, blog, print materials and e-mailsIf you build it, they won’t necessarily come, you need to promote it. Create a Facebook icon/link on your website’s homepageAdd a Facebook icon/link into every edition of your e-newsletterAdd a Facebook icon/link to your email signature – implement organization wide
  • Create custom tabsThese are great for adding a comment policy to your page, or when you want to feature something special. You can add photos, embed videos, and even attach documents. Utilize offers several apps you can add to your page (Twitter, YouTube, etc.) Create a vanity URL:Create a simple page URLExperiment with Facebook adsGreat way to get your page noticed. You can precisely target your intended audience (location, religion, age, etc.). Success depends on how many people you want to reach/how much money you have. Expect to pay about $1 per click Utilize Facebook eventsPublicize important events (conferences, Masses, etc.) To create an event, go to Edit page > then apps > then events, then upload an image for the event and enter the event information Select guests/invite your friends, keep the event public so anyone can see it/click “I’m attending!”
  • Find your Twitter voiceYoudon’t have to be formal (abbreviating words, not using complete sentences is okay), when you’re operating under a 140 character limitTrack your links (you don’t know how well you’re doing unless you monitor it)Set up a Hootsuite account ( and take advantage of the link trackers they provide when you shorten your link If people are clicking on your links, you know to keep sharing similar content, if the links aren’t getting clicked on, try tweeting different content. Don’t tweet only your own contentTweet a variety of content from sources outside of your organization. You can tweet blog posts, articles from newspapers, etc. Retweet and reply often“Retweet unto others as you would have them retweet unto you.” The more you promote others through retweets, replies and mentions, the more you will get those in return You can retweet by simply clicking the automatic retweet button, or by copying and pasting the tweet, putting RT then the handle of the person you want to retweet. They advantage of doing this is that you can then customize your retweet by adding text.Follow the 1:1 rationIdeally, if you have 1,000 followers, than you should be following 1,000 Twitterers in return This is another way to build partnerships online, people like to know that you’re interested in what they have to sayIt’s also important to note that people can’t direct message you if you’re not following themCreate lists This helps organize the chaos, you can put your favorite Twitterers into group, rather than having to browse for their tweets among the hundreds or thousands in your home feeds. Adding Twitterers into lists helps filter their tweets into a visually manageable formatUse hashtags strategically Hashtags allow people to discuss issues and events on Twitter in real time, they also provide a way to organize tweets, spread info and find new followersYou create a hashtag by placing the hash symbol in front of a topic in a tweetThey are then automatically hyperlinked within Twitter so that users can click on the hashtag and view other tweets with the same hashtagDon’t be a hashtag spammer, remember less is moreNo more than one or two hashtags per tweet and every tweet doesn’t need to include a hashtagTweet around 4-6 times per dayLifespan of a tweet is around 90 mins and most people browse only tweets in their timeline in real time Space the tweets out per day to accommodate different schedules and time zonesDesign your Twitter profile to match your organizations brandingAt the very least, make sure your logo is up as the main picture and try to change the design colors to that of your organization’s
  • Allow comments, but moderate themPeople have a hard time taking blogs that don’t allow comments seriously. You don’t have to approve all of themUse photos and/or video in all postsPeople like visualsBlog posts with images tend to get more traction Use proper tagsYou should tag each post with relevant key words – if it’s about a current event or breaking news, figure out which words are trending and use those. There is a lot of searching going on for ‘Christianity’ and ‘Jesus’; but the blog tagging for Catholics rarely use ‘Christian’ or ‘Jesus’ types of wording. Make sure to include those tags, along with everything else. Feature the ability to subscribe to your other social networksYou should feature the ability to subscribe to your various newsletters along with your social networking icons on the upper right hand side of your blog. Add share functionality Have icons that enable readers to easily share your blog post on Facebook or Twitter (some blogs have this as an add on, if yours doesn’t, go to or search functionality Usually as simple as adding the widget/gadget provided by your blog platformReaders search often, so be sure to feature this as close to the top as you can get on the right hand side of your blogAllow guest bloggersKeeps content fresh and provides a different perspective
  • Let fans know what your organization is up toCompelling stories will grab attentionPhotos that tell a story are popularVideos (as long as they’re short) are attention grabbingSocial media is driven by breaking news – be the first to share it with your audienceMotivate your fans to attend events or sign online petitions – calls to action are most effective when they are tied to breaking news Numbered lists: numbered lists are the most retweeted, liked and shared blog posts on the web. You should try to regularly publish posts with numbered lists.
  • Social media platforms and strategies

    1. 1. Social Media and Contemporary Church IssuesSocial Media Platforms and StrategiesOctober 14, 2011 <br />Don Clemmer<br />Catherine Panzica <br />
    2. 2. Social Media Revolution 2011 <br />
    3. 3. “We don’t have a choice on whether we DO social media, the question is how well we DO it. ”-Erik Qualman<br />
    4. 4. Where to begin?<br />
    5. 5. Social Media Strategy<br />Getting Started:<br />Integrate<br />Goals and Objectives<br />Research<br />Identify<br />Personality<br />Content <br />Metrics<br />
    6. 6. Integrate your social media strategy with your communications plan <br />
    7. 7. Differences in tactics<br />CommunicationsSocial Media <br />Brand in control Audience in control<br />Deliver message Part of conversation<br />Brand focus Audience focus<br />Educate Influence<br />Organization User created content<br />created content <br />With social media, your supporters become the message. <br />Source: “What’s Next in Media” by Neil Perkin<br />
    8. 8. Determineyour goals and objectives<br />
    9. 9. What key points do you want to make?<br />Common social media goals<br /><ul><li>Increase website traffic
    10. 10. Improve search engine rankings
    11. 11. Improve brand awareness
    12. 12. Improve public relations
    13. 13. Improve bad/damaged reputation </li></li></ul><li>Research the tools<br />
    14. 14. Develop a list of platforms you can use to engage<br />Your best bets (due to popularity)<br />
    15. 15. Identify your audience<br />
    16. 16. Who do you want to reach?<br />Then determine<br /><ul><li>What will resonate with them?
    17. 17. What are they saying?
    18. 18. Where are they saying it?</li></li></ul><li>Develop a personality<br />
    19. 19. How do you want others to perceive you?<br />Develop your online personality<br /><ul><li>Select 2-3 keywords that describe your organization
    20. 20. Keep those words in mind whenever you share content, respond to comments, etc.
    21. 21. Share content that aligns with your keywords </li></li></ul><li>Create a content strategy<br />
    22. 22. What are you going to share with your audience?<br />Share content that<br /><ul><li>Resonates (evokes emotion/memories)
    23. 23. Drives success </li></ul>Tip: Send out surveys to some in your audience, ask what kind of content they’d be interested in.<br />
    24. 24. Monitor relevant metrics<br />
    25. 25. What are you going to measure, and why?<br />GoalMetric<br />Increase traffic Unique visitors/ Referrer<br />Improve search SERP (Search Engine<br />engine rankings Results Page)<br />Improve public Comments/Tone relations/reputation <br />Increase awareness Reach<br />
    26. 26. Know how to track performance on social media platforms <br />Facebook (Insights): Fans, comments, likes, interactions<br />Twitter: Followers, link tracking, mentions, retweets<br />Blogs: Subscribers, comments, views, SERP<br />
    27. 27. Social media best practices/tips and tricks<br />
    28. 28. Facebook Pages Best Practices<br /><ul><li>Find your voice
    29. 29. Always share a link, photo or video (and take advantage of thumbnails)
    30. 30. Start off slow, don’t forget nights/weekends
    31. 31. Encourage staff and volunteers to be active on the page
    32. 32. Have more than one page administrator
    33. 33. Use the “Favorites” functionality
    34. 34. “Tag” other pages
    35. 35. Integrate your Facebook page into your website, e-newsletter, blog, print materials and e-mails</li></ul>Source: “Social Media for Social Good” Heather Mansfield <br />
    36. 36. Advanced Facebook Best Practices <br /><ul><li>Create custom tabs (Facebook app)
    37. 37. Experiment with Facebook ads
    38. 38. Create a vanity URL
    39. 39. (Edit Page > Resources > Select a Username)
    40. 40. Utilize Facebook events
    41. 41. (Edit Page > Apps > Events)</li></ul>Source: “Social Media for Social Good” Heather Mansfield <br />
    42. 42. Twitter Best Practices<br /><ul><li>Find your Twitter voice
    43. 43. Track your links
    44. 44. Don’t tweet only your own content
    45. 45. Retweet and reply often
    46. 46. Great news! RT @CatholicNewsSvcNew Orleans Catholic Charities gets $15 million
    47. 47. Follow the 1:1 ratio
    48. 48. Create lists
    49. 49. Use hashtags (#churchsocial)
    50. 50. Tweet around 4-6 times per day
    51. 51. Design your Twitter profile to match your organizations branding</li></ul>Source: “Social Media for Social Good” Heather Mansfield <br />
    52. 52. Blogging Best Practices<br /><ul><li>Allow comments, but moderate them
    53. 53. Use photos and/or video in all posts
    54. 54. Use proper tags
    55. 55. Search term “Catholic” – 234,000,000 results
    56. 56. Search term “Christian” – 1,270,000,000 results
    57. 57. Feature the ability to subscribe to your other social networks
    58. 58. Add share functionality (if not already built in)
    59. 59. Add search functionality
    60. 60. Allow guest bloggers</li></ul>Source: “Social Media for Social Good” Heather Mansfield <br />
    61. 61. Content Ideas<br /><ul><li>News releases
    62. 62. Interesting stories
    63. 63. Photos
    64. 64. Videos
    65. 65. Breaking news
    66. 66. Calls to action
    67. 67. Numbered lists </li></ul>Source: “Social Media for Social Good” Heather Mansfield <br />