Social media presentation


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Social media presentation

  1. 1. Social Media & TTM
  2. 2. Misconceptions There are a lot of popular misconceptions out there on what a social media manager really does.
  3. 3. What are some of these misonceptions? • 1. Social Media Management is just posting on Facebook and Twitter • 2. A post will acquire a contributor right away, and we should post 309483094834 times a day about it for it to go viral • 3. We are paying people to like or follow us when we launch an ad • 4. I use Facebook and Twitter, therefore I am THE Social Media guru. • 5. Whatever I say is correct and should deserve upmost attention on our social media pages
  4. 4. • These misconceptions lead to a lot of disrespect in the office. Statements like “ I do my job and post on FB and Twitter at the same time”“You know I have a twitter, did you use a hashtag?” “You’re just paying people to like us” have been said in the office and are massively disrespectful. No shit, I didn’t know a hashtagexisted….. That’s not really doing social media or being a social media manager. I’m glad you discovered what a hashtag is. And no I do not pay people to like us.
  5. 5. So what is social media? • Social Media is the means of interactions among people in which they create, share, and/or exchange information and ideas in virtual communities and networks.
  6. 6. What does a Social Media Manager do? A social media manager does brand reputation management, build customer relationships, marketing, brand representation and is literally on the frontlines getting a brand’s name out there. This is what I do all day (on top of acquisition, hence I work until 8 PM)
  7. 7. So what are we doing on Social Media? According to recent statistics the top three social media sites used by people in the journalism world is Linkedin, Facebook, and Twitter so we are focusing mainly on these three sites. We also run a tumblr.
  8. 8. Facebook, the page we are all addicted to
  9. 9. Facebook for brands Facebookis the one website we’re all addicted to. I’m sure we all know how to use them but Facebook brand pages are different. Here’s how: 1. 2. 3. 4. 5. You can not just message people unless they message us A FB brand page has administrators You can pay to boost posts There are analytical tools You can launch ads
  10. 10. What are we doing on Facebook? Each day we post 2-3 times. Why just a few times? Quality over quantity. Too many posts can be considered spamming people’s timelines. Just a couple of posts allows you to highlight good content and concentrate interaction with our fans. Our competitors like Demotix and Newsmodo rarely post more then 3 times a day. Posting 20 times will not get more engagement, good content will
  11. 11. What are we posting? Based on our Facebook statistics our most popular posts are our requests, followed by photo and video posts. So we mostly stick to these type of posts.
  12. 12. Promoting our Facebook Page How do you promote a brand page? 1. Highlight a post 2. Paid boost 3. Paid Ads
  13. 13. Highlighting a post • Highlighting a post makes a post double the size as to grab the attention of of our fans
  14. 14. What a regular post looks like:
  15. 15. • What a highlighted post looks like:
  16. 16. Paid boosted post A paid boosted post means that we set a budget anywhere from $5-$100 for our story post to boosted on people’s timeline’s. It will be highlighted and say that it is sponsored. This is the best way to promote an important post like an urgent request so all our followers see it.
  17. 17. Facebook Ads Facebook ads are those little advertisements that you see on the right side of your timeline. They are tailored to your interests and content you look at. They can highlight a page, a new promotion, or a post. At the end of the day it is up to the Facebook user to click like or not. So no we do not pay people to like us. You are charged per impression or per click, usually around $.10- $.20 cents.
  18. 18. You can really make Facebookads can be very intricate so you can reach the highest amount of people. They can be in specific countries, age groups, languages, interests, and sub interests. The point is to gain more likes or promote a specific product. Here’s just one look at our recent campaign in French
  19. 19. What’s the competition doing on Facebook? • Nothing very engaging. They do highlight their contributor’s content and certain requests. We on top of this offer advice to journalists and highlight our contributors/requests.
  20. 20. Facebook Groups • Facebook groups, are groups where people with like minded interests can post statuses, links and photos. Journalists use these groups to network, give each other advice, and find possible jobs. They’re great ways to acquire people. If you are going to post PLEASE do not spam. State what is needed and that you have a budget. Don’t be vague or just plug Transterra. You will get kicked off! I keep short and simple like NEEDED: 3 minute human interest story on historical Tehrani neighborhoods, email me for a budget and more details” I always get responses. DON’T POST: “join Transterra, we’re the best” You will get banned.
  21. 21. Twitter, the ultimate conversation Twitter is the global conversation. Think of it as just FB statuses. Or random whatsapp messages in a group. People choose to follow based on their interests and reply to messages. It’s a great source for news and finding journalists. Tweets are only 140 characters. There are people paid just to handle twitter accounts.
  22. 22. #Hashtags What’s a hashtag? According to the dictionary a hashtag is a word or phrase prefixed with the symbol #. It is a form of a metadata tag to identify messages on a specific topic. For example Egypt activists usually use the hashtag #Jan25 to refer to the January 25th Revolution. Once you click on the hashtagged word, all tweets with #Jan25 will show up.
  23. 23. We always do our best to use hashtags, especially with countries and tweets related to journalism. Tweets shouldn’t have more then 2-3 hashtags. It should look like this: “#Egypt today seems to veering away from the principals of #Jan25” and not like this “#Egypt is #going #through #many changes since #Jan25” Hashtagshighlight mostly important subjects to increase the chance of more people seeing your tweet, so just hashtag what’s important, not every other word. Using too many hashtags makes you look unprofessional. But do not think just by attaching a hashtag our tweet will go viral.
  24. 24. Lists In Twitter you can organize the people you follow into lists. This helps you stay on top of important people and what they’re tweeting about.
  25. 25. Klout • Klout is an analytical tool that measures your influence on Twitter depending on how many people interact with you and your content. Klout will give you a score based on 0-100. We are in the middle at 52
  26. 26. What do we tweet about? • According to our Twitter analytics, our most popular posts stories related to the struggles of independent journalists and tips for freelancers. We use an application called HooteSuite which allows us to schedule tweets, and have our mentions, sent tweets, direct messages and lists all next to each other. We also tweet to new contributors who come on to the site (if they have a twitter account) Every Friday we do #FF or follow Friday highlighting new followers in a bid to recognize and appreciate them following us.
  27. 27. How do we compare to the competition? TTM vs. News Modo
  28. 28. Twitter Ads • Twitter Ads differ somewhat from Facebook ads. First of all they are not available in many countries (including in Lebanon and other MENA countries) And do not have as many interests that you can select. What you can do is select specific accounts of people that you would want the campaign to target. It will target their audience. You can either pay to have a specific tweet promoted or your account promoted to gain more followers and it will show up. A Facebook ad also costs very little, around .10 -.20 cents, Twitter adds start $2.50 per new follower.
  29. 29. Reaching out to people via Twitter Many journalists use twitter to gather news, facts, and to network. When you are trying to acquire somebody via twitter, keep it short, simple, and be friendly. You do not want to come off as spam. Tweet to them about what you need and that you noticed that they were in the target location. Don’t just flat out ask for their email. Ferdaous actually does a good job of engaging with journalists.
  30. 30. Linkedin, the land of professionals • Linkedin is a social networking site for professionals. If you have a job or need a job this is for you. People build profiles listing their past experiences, education, and job skills.
  31. 31. On Linkedin people choose to follow company pages. Companies can post status update and links, people can choose to follow them or not. Linkedin is much more niche, meaning it is not as interactive or have high numbers like Facebook or Twitter. The whole world is not on Linkedin like Facebook or Twitter and brand pages are more recent. We can not message people. It is the most used site by journalists though so we make sure to post all our most recent requests there.
  32. 32. Linkedin Groups • Linkedin groups are where people of the same profession come together to discuss as well as network for jobs. They are a great tool for acquisition. Journalists often post their CV’s, where they’re located, and if they’re available for assignment.
  33. 33. When posting in a group • You can also post TTM requests. Make sure to tell the specifics (including budget and contact info and that it is something paid. Do not use them just to plug Transterra, that is considered spam. Newsmodo’s Social Media Manager already got called out for that.
  34. 34. How can you be part of social media at TTM? • Share! • Engage! • Email suggestions! But please remember this is a team effort, do not try shaping social media to the way you think it should be.