Deep Dive Into Social Media and Content Strategy
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This document discusses social media content strategy and measurement. It provides tips for identifying your social media community, engaging strategically through listening and creating different types of content. It also discusses using various social media analytics and metrics to measure performance of owned, earned and paid social media and inform your strategy. The key aspects covered are identifying your community, creating a strategic posting plan, experimenting with different content types, and using metrics from different social platforms to analyze performance and inform future content decisions.
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Deep Dive Into Social Media and Content Strategy
- 1. Deep Dive Into Social Media and Content Strategy By Danielle Brigida @Starfocus or @USFWS U.S. Fish and Wildlife Service Tom Koerner, USFWS
- 2. I’m a Wildlife and Technology Geek
- 3. U.S. Fish and Wildlife Service • Over 300 Social Media Accounts • Profiles represent refuges, regions, programs, etc • Over 400,000 people in the national communities
- 4. Social Media Benefits: Fire = Criticism Earth = Relationships Flood = Support
- 5. Identify Your Community and Engage Who’s who in your community?
- 6. Community, Network, and Crowd
- 8. Some Ways to Find Your Community Search Keywords • Organization’s Name • Key individuals • Branding mistakes • Program references Referring Traffic • Google Analytics • Facebook insights
- 9. Engaging Strategically: Create a Dashboard Search hashtags, keywords, use lists and monitor topics
- 10. Group People in Lists to Follow
- 11. Investigate Trends and Analytics
- 12. Free Ways to Listen • Search.Twitter.com • Topsy.com • Google.com/trends • Tagboard • Facebook Search • RSS feeds Tagboard.com searches hashtags
- 13. Use Social Media Listening to Enrich Your
- 14. Understand Various Types of Content and the Lifespan Social Blog Posts News Articles Features Evergreen Content Formal Informal Right Now 3 years from now
- 15. Experiment and Motivate: #IvoryCrush Listening to How People Discuss the Ivory Trade…
- 16. We Used Our Image to Include Others
- 17. Using Instagram to Listen • Iconosquare • Tagboard • Hashatit • Search Location
- 18. Helps You Find Photographers of Your Subjects
- 19. Research on Pinterest to Find Inspiration Pinterest Search
- 20. Listening Unearths Gems and Next Steps for Content
- 21. Learn the Image Sizes and Shapes for Each Network
- 22. Visuals Can Add So Much Context
- 23. Through Listening We Found Educational and Resource Visuals Worked
- 24. Add Value to Active Conversations
- 25. Know How Your Content Shares
- 26. Research and Join the Community
- 27. Have a Posting Strategy From SmartInsights.com
- 28. Do Not Just “Push it Out”
- 29. Build Your Own Community Then include them to inspire content.
- 30. General Community Rules • Use their interactions to inspire new content • Protect the people on your page • Correct misinformation • Answer frequently asked questions
- 31. Have Community Guidelines • Be clear about community expectations • Kill them with kindness • Protect the people on your page
- 32. Create Content that Fosters Connections and Relationships
- 33. Act on What Listening Tells You
- 34. Listening through metrics: Trip Advisor
- 35. Re-Introduce and Recycle Content
- 36. Play and Experiment Cute Chicks on the Beach
- 37. Investigate the “newest tool”, but don’t lose who you are
- 38. Measurement
- 39. Common Response to Social Measurement
- 40. Using Data to Inform Decisions Do you have access to web analytics? Do you regularly share stats?
- 41. Not So Sexy Things to Remember • Identify your goals or objectives • Do your homework: which tools, messages and content work best? • Collect Information can inform how to CHANGE future behavior Image: Tom Koerner, USFWS
- 42. With Measurement Reference Your Previous Strategy Image: Flickr / Iowa Red Bulls • Identify audience • Specific goals • Capacity/Time • Outreach plan • Long-term plan
- 43. There Are a Lot of Metrics source: Metricsman.wordpress.com
- 44. Measuring Types of Social Media Owned Your Branded Presences Earned Organic Shares and Posts Paid Social Advertising
- 45. Owned Social Media The Impact of Your Accounts
- 47. Performance by Post What does your number of likes mean? How many followers does it take to be a success? We all have these questions, but the fact is- if done well measuring how people interact with your organization online can greatly help you determine where to allocate resources. In this session we’ll talk about why we measure, some measurement best practices and a few free and enterprise tools that don’t break the bank.
- 49. Facebook Insights: Exporting Data by Post or Page Level
- 50. What Can Facebook Insights Really Inform? • Top shareable content – what works, what should you produce more of? • What is your current active audience? • Where are there growth opportunities? But there’s still more qualitative information to track:
- 52. By Tweet
- 56. Owned Social Media: Youtube Channel Metrics
- 57. Measuring Earned Social Media • Shared Content: Sharethis & Addthis • Web Analytics (ex. Google, SiteCatalyst) • Google Trackbacks or Links • RSS Reader (Feedly, Digg Reader) • Mentions (SumAll, Social Mention)
- 59. Measure the Full Picture Original
- 60. Collect Qualitative Data That Informs Your Strategy Reporting Crimes Advocacy Requests
- 61. Identify Possibilities to Engage in a Meaningful Way Use Content Build Mutual Relationships
- 62. Tell a Story with Your Data
- 63. A Good Measurement Plan… Revisits Your Goals: Improving Reputation Combines Available Measurement Tactics: Social Analytics and Web Analytics Uses Qualitative and Quantitative Information: Comments and Increased Shares
- 64. General Geekiness • Build off automated reports whenever possible • Export Data to play if you’re comfy with spreadsheets • Follow blogs and reports that discuss web and social metrics and techniques
- 65. Collaborate Across Regions and Programs Quarterly Report Campaign Specific Report
- 66. Analyze Don’t Regurgitate • Pick metrics to measure ahead of time • Evaluate over time • Identify anomalies • Tell a story with your data • Track metrics that matter
- 67. Figure that if it puts you to sleep… You’re not measuring anything.
- 68. Listen, Communicate, Create, Track Time on Social Media Listening Communicating Creating/Experimenting Tracking 30% 30% 25% 15%
- 69. There Are a Lot of Metrics source: Metricsman.wordpress.com
- 70. Questions? Danielle Brigida National Social Media Manager U.S. Fish and Wildlife Service @USFWS or @starfocus danielle_brigida@fws.gov Judy N, Flickr
Editor's Notes
- Informal does not mean fabricated or under-researched. It simply means you are giving more of a voice to your content than you would if it was a scientific paper.