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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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 http://bit.ly/oGgk6Q#CNSstory
  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 />

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