INTEGRATING SOCIAL MEDIA   1
IMPORTANCE OF SOCIAL MEDIAThink of social media like a shopping mall   When we have a product to sell, we take it to where...
INTEGRATING SOCIAL MEDIASocial media isn’t a replacement for tools we   already use; it’s a way to augment itThere’s no st...
SOCIAL MEDIA REQUIREMENTSPlanning   Content strategies, management policiesTraining for both administrators and SoldiersMa...
EDGERANKEdgerank is the algorithm Facebook uses to decide what will show up on a user’s   newsfeed and where it will goAn ...
SOCIAL MEDIA MARKETINGHow do we get people to social channels?   QR codes draw audience from print products   Featuring So...
CONVERSATIONSocial media allow for users to interact with   and comment on contentAll Army social sites are required to be...
MEASUREMENT“I know half of my advertising isn’t working,    I just don’t know which half.”All aspects of a digital presenc...
MEASUREMENT - FACEBOOKFacebook Insights has powerful tools   to measure the reach of our posts   and the demographics of o...
MEASUREMENT - WORDPRESSWordpress offers several free  plugins that allow users to  measure site visits, referrers and  sea...
SUMMARYIntegrating social media allows us to bring our    content to the user instead of making the    user come to usIt a...
PATH FORWARDIntegrate social media into strategic planDecide on new toolsDiscuss how we will manage content – post develop...
BOOYAH.          INTEGRATING SOCIAL MEDIA   13
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Social media integration

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A brief presentation on integrating an organization's social presence. For beginners...

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Social media integration

  1. 1. INTEGRATING SOCIAL MEDIA 1
  2. 2. IMPORTANCE OF SOCIAL MEDIAThink of social media like a shopping mall When we have a product to sell, we take it to where our customers already are People are looking for information on social media Army – 1.5 million likes, >101 thousand people talking about this Last Army post – 6,160 likes, 577 comments Two-step flow of communication Each user who follows and interacts with us helps market our contentSocial offers a marketplace of our information without requiring great skill in programming or design INTEGRATING SOCIAL MEDIA 2
  3. 3. INTEGRATING SOCIAL MEDIASocial media isn’t a replacement for tools we already use; it’s a way to augment itThere’s no start or end to an integrated presence Integrates seamlessly between website, print and socialQR codes bridge the gap between print and digital Alerts and sends users to digital presence RS Supplements print pieces with multimedia and gives creates opportunity for conversationArmy Reserve page includes links to and content from several sources INTEGRATING SOCIAL MEDIA 3
  4. 4. SOCIAL MEDIA REQUIREMENTSPlanning Content strategies, management policiesTraining for both administrators and SoldiersMarketing – gotta get the Soldiers thereFresh content Research shows that users interact less with brands that don’t regularly update content How will content differ from content offered in other 84th TC products? Irregular content updates affect visibility of new content INTEGRATING SOCIAL MEDIA 4
  5. 5. EDGERANKEdgerank is the algorithm Facebook uses to decide what will show up on a user’s newsfeed and where it will goAn edge is anything that happens on Facebook – status updates, shares, comments, likesBased on three metrics: affinity (u) – based on how often and how deeply a user interacts with a brand’s edges weight (w) – each type of content carries weight – video>photo>status update>link time decay (d) – content loses points based on how long it’s been up INTEGRATING SOCIAL MEDIA 5
  6. 6. SOCIAL MEDIA MARKETINGHow do we get people to social channels? QR codes draw audience from print products Featuring Soldiers in photos/videos attracts traffic from them and can bring shares (highest edgerank benefit) Showing a benefit to following social presence will increase participation Ummmm… why? INTEGRATING SOCIAL MEDIA 6
  7. 7. CONVERSATIONSocial media allow for users to interact with and comment on contentAll Army social sites are required to be open, so anyone can comment and see other comments Creates opportunity for us to receive and respond to feedback Creates opportunities for “haters”Blogs allow us to us to give Soldiers, sections, partners a forum to communicate Allow for more content updates than the Railsplitter No need to meet space requirements INTEGRATING SOCIAL MEDIA 7
  8. 8. MEASUREMENT“I know half of my advertising isn’t working, I just don’t know which half.”All aspects of a digital presence provide opportunity to measure effectiveness QR codes are trackable to monitor transition from print to digital Web analytics provide search terms, traffic logs, demographics, trends Facebook and Wordpress provide simple analytics to measure several metricsMeasurement allows us to learn and adjust to needs of users INTEGRATING SOCIAL MEDIA 8
  9. 9. MEASUREMENT - FACEBOOKFacebook Insights has powerful tools to measure the reach of our posts and the demographics of our followersWe can track the impact each post has on our likes and reach, then cater to what our audience interacts with most INTEGRATING SOCIAL MEDIA 9
  10. 10. MEASUREMENT - WORDPRESSWordpress offers several free plugins that allow users to measure site visits, referrers and search termsJetpack gives users ability to adjust fire to focus on the tools and topics that drive the most trafficProvides insight as to how many people are being exposed to messages and where they’re coming from INTEGRATING SOCIAL MEDIA 10
  11. 11. SUMMARYIntegrating social media allows us to bring our content to the user instead of making the user come to usIt allows us to incorporate our Soldiers into the voice of the commandBridges the gap between print and digitalIt can help us maintain fresh contentIt gives us the ability to measure what works and what doesn’t INTEGRATING SOCIAL MEDIA 11
  12. 12. PATH FORWARDIntegrate social media into strategic planDecide on new toolsDiscuss how we will manage content – post development, assigning blog posts, frequency of posts, types of postsManage administration – who has access to the page, what level of administrator privileges are handed outPrivacy concerns – tagging Soldiers in photos? Geotagging?Plan for how to respond to comments – both negative and positiveSocial media training – work inside-out to make sure PAO understands tools, then provide guidance to Soldiers INTEGRATING SOCIAL MEDIA 12
  13. 13. BOOYAH. INTEGRATING SOCIAL MEDIA 13

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