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Social strategy: Thinking
beyond today’s posts
Mike Petroff
Digital Content Strategist, Harvard University
@mikepetroff | ...
Mike Petroff!
@mikepetroff
!
Digital Content Strategist at
Harvard University
Enjoys: GIFs, reddit, sleep (new dad)
Let’s look at
social media
strategy
Our social media strategy is to ___________
develop community
listen to our community
engage with our audience
establish a...
Our social media strategy is to ___________
“Enhance the customer
experience by facilitating
authentic conversations”
“Ign...
Generate your own:
http://whatthef*ckismysocialmediastrategy.com/
What we actually do…
What we actually do…
“Please post this on Twitter because our
students never check their email.”
What we actually do…
Why, Facebook, why?
▼ 27.2% from last week ▼ 54.6% from last week
Everything is important, every day.
source: littleanimalgifs.tumblr.com
Stop. Breathe. Think bigger.
Social media strategy…
meet content strategy.
source: arlopear.tumblr.com
The Content Strategy Quad
And the angels sing.
Substance
Voice, messaging,
curation, style
Structure
Organization, format,
metadata
Workflow
Process, tools,
automation, people
Governance
Decision-making,
distribution, goals
Social media
strategy
Let’s begin.
Substance
What do we say, how do we say it, and why do we say it?
source: pandawhale.com
Tip #1:!
Develop and distribute a writing style
guide for social media.
Include:!
Abbreviations, acronyms, common
campus vernacular, titles/positions,
formatting, etc.
Example:
Always use 'sentence case' when
posting, not title case. Here's a
good tool to convert cases: http://
convertcase...
Tip #2:!
Consider not only the ‘voice’ of your
social media account, but the variety
of voices that represent your school.
Example:
Consistency is important. Deviate only
when there is a specific purpose.
Example:
Tip #3:!
Tailor your writing style to generate the
intended outcome.
Reading assignment:!
!
!
http://bit.ly/share-fast-slow
http://bit.ly/share-fast-slow
People constantly switch
between fast and slow
thinking modes.
http://bit.ly/share-fast-slow
On social media, people
are mostly guided by the
fast mode.
http://bit.ly/share-fast-slow
The more intense an
emotion is, the more likely a
story will be shared.
Ask yourself:!
How do we balance social content for
both fast and slow thinking modes?
Is this post meant to drive clicks,...
Example:
Structure
How should we organize content for social media?
source: thisiscolossal.com
Tip #1:!
Get to know your metadata: Facebook
Open Graph and Twitter Cards.
Twitter Cards:!
!
!
https://dev.twitter.com/cards/
Facebook Open Graph:!
!
!
https://developers.facebook.com/docs/sharing/best-practices
Your audience could be your best
distribution engine.
Make your web content transition
seamlessly into social media.
Tip #2:!
If something works, make a template.
Examples:
source: Oreo/Facebook
Examples:
Examples:
University of Florida
Boston Bruins
Human Rights Campaign
Tip #3:!
Establish an analytics tagging
structure.
TAG ALL THE LINKS!!
!
!
source: reddit.com
Example:
UTM tracking
code added
to:
hvrd.me/ARCIc !
Example:
utm_source=twitter
utm_medium=social
utm_campaign=hu-twitter-general
http://news.harvard.edu/gazette/story/2014/0...
Example:
utm_source:!
• twitter
• facebook
• googleplus
• linkedin
utm_medium:!
• social
• email
utm_campaign:!
• hu-twitt...
Standardize:
Google Spreadsheet
Hootsuite Enterprise
Google Analytics:
• traffic from owned social
• new/returning visitors
• sources that generate social sharing
• mobile/desk...
Workflow
What tools and processes do we need?
source: pandawhale.com
Tip #1:!
Find a social media management
platform that works for your team.
source: business2community.com
We’re not limited on tools.
We’re limited on time.
source: business2community.com
Publishing:

User Management

Scheduling

Security

APIs

Mobile
Monitoring:

Search

Assig...
Tip #2:!
Use an editorial calendar. If you don’t
have one, start one tomorrow.
“But, which tool should we use?”!
!
!
source: www.gifbay.com
Start with Google Docs.

Seriously.
Benefits:

Free

Shareable

Flexible
Hurdles:

‘Blank doc syndrome’

No content library
Tip #3:!
Outreach and influencers should be
part of your workflow.
Influencer lists
Google Alerts
Topsy, SocialRank, etc
Internal email lists
Standardized ‘ask’ email for social campaigns
PR...
THE ASK: Invitation to participate. Provide details
on how to join in. Be specific on the ‘ask’ and the
date.
!
HOW TO PART...
What usually happens:
What should happen:
Give recognition, keep the campaign going.
#CaseForCollege
Governance
How do we distribute work?
source:Office Space / Twentieth Century Fox
Distribution Models
source: http://mapas.owje.com
Distributed
Individual departments
have more freedom
!
Innovation moves ...
Distribution Models
source: universalhub.com
Message consistency
!
Policies govern
!
Staff dedicated to social
Centralized
Distribution Models
source: Google Maps
Guidelines and best practices
over policies
!
Strong sense of community
!
Coordina...
Things you can distribute:
Content curation
Content generation
Campaign outreach
Customer service
Monitoring
Analytics col...
Examples:
Goal: You should be able to take a
vacation day without the worry that
your social accounts will implode.
Don’t be the only one holding the keys.
source: gifbin.com
Social media
strategy
Know what is working, and
where you need support.
Style guides
Voice
Emotion
Metadata
Templates
Tagging
SM Management
Editorial calendar
Distribution
Training
A quick story.
Prioritize. Be happy.
source: http://oh-whiskers.tumblr.com
Thanks!!
Questions? Stories?
Keep in touch:
@mikepetroff
mikepetroff.com
linkedin.com/in/mikepetroff
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Social strategy: Thinking beyond today’s posts

A big challenge for those running social media accounts is balancing short-lived content opportunities with long-term campaigns and projects. How can the core elements of content strategy help solve this challenge? Let’s take a step back from day-to-day social media management and explore overarching frameworks for your social media presence. Build a social strategy that is collaborative, scalable, and goal-oriented.

Social strategy: Thinking beyond today’s posts

  1. 1. Social strategy: Thinking beyond today’s posts Mike Petroff Digital Content Strategist, Harvard University @mikepetroff | #ConfabEDU
  2. 2. Mike Petroff! @mikepetroff ! Digital Content Strategist at Harvard University Enjoys: GIFs, reddit, sleep (new dad)
  3. 3. Let’s look at social media strategy
  4. 4. Our social media strategy is to ___________ develop community listen to our community engage with our audience establish a brand voice amplify authentic stories
  5. 5. Our social media strategy is to ___________ “Enhance the customer experience by facilitating authentic conversations” “Ignite the existing community and attract new members by amplifying the experience with relevant and engaging content” “Target influencers with engaging assets to act as platforms for conversation”
  6. 6. Generate your own: http://whatthef*ckismysocialmediastrategy.com/
  7. 7. What we actually do…
  8. 8. What we actually do… “Please post this on Twitter because our students never check their email.”
  9. 9. What we actually do… Why, Facebook, why? ▼ 27.2% from last week ▼ 54.6% from last week
  10. 10. Everything is important, every day. source: littleanimalgifs.tumblr.com
  11. 11. Stop. Breathe. Think bigger.
  12. 12. Social media strategy… meet content strategy. source: arlopear.tumblr.com
  13. 13. The Content Strategy Quad And the angels sing.
  14. 14. Substance Voice, messaging, curation, style
  15. 15. Structure Organization, format, metadata
  16. 16. Workflow Process, tools, automation, people
  17. 17. Governance Decision-making, distribution, goals
  18. 18. Social media strategy
  19. 19. Let’s begin.
  20. 20. Substance What do we say, how do we say it, and why do we say it? source: pandawhale.com
  21. 21. Tip #1:! Develop and distribute a writing style guide for social media.
  22. 22. Include:! Abbreviations, acronyms, common campus vernacular, titles/positions, formatting, etc.
  23. 23. Example: Always use 'sentence case' when posting, not title case. Here's a good tool to convert cases: http:// convertcase.net/
  24. 24. Tip #2:! Consider not only the ‘voice’ of your social media account, but the variety of voices that represent your school.
  25. 25. Example:
  26. 26. Consistency is important. Deviate only when there is a specific purpose.
  27. 27. Example:
  28. 28. Tip #3:! Tailor your writing style to generate the intended outcome.
  29. 29. Reading assignment:! ! ! http://bit.ly/share-fast-slow
  30. 30. http://bit.ly/share-fast-slow People constantly switch between fast and slow thinking modes.
  31. 31. http://bit.ly/share-fast-slow On social media, people are mostly guided by the fast mode.
  32. 32. http://bit.ly/share-fast-slow The more intense an emotion is, the more likely a story will be shared.
  33. 33. Ask yourself:! How do we balance social content for both fast and slow thinking modes? Is this post meant to drive clicks, or shares? What emotions will the reader feel?
  34. 34. Example:
  35. 35. Structure How should we organize content for social media? source: thisiscolossal.com
  36. 36. Tip #1:! Get to know your metadata: Facebook Open Graph and Twitter Cards.
  37. 37. Twitter Cards:! ! ! https://dev.twitter.com/cards/
  38. 38. Facebook Open Graph:! ! ! https://developers.facebook.com/docs/sharing/best-practices
  39. 39. Your audience could be your best distribution engine. Make your web content transition seamlessly into social media.
  40. 40. Tip #2:! If something works, make a template.
  41. 41. Examples: source: Oreo/Facebook
  42. 42. Examples:
  43. 43. Examples: University of Florida Boston Bruins Human Rights Campaign
  44. 44. Tip #3:! Establish an analytics tagging structure.
  45. 45. TAG ALL THE LINKS!! ! ! source: reddit.com
  46. 46. Example: UTM tracking code added to: hvrd.me/ARCIc !
  47. 47. Example: utm_source=twitter utm_medium=social utm_campaign=hu-twitter-general http://news.harvard.edu/gazette/story/2014/08/ebola- genomes-sequenced/? utm_source=twitter&utm_medium=social&utm_campaign =hu-twitter-general hvrd.me/ARCIc
  48. 48. Example: utm_source:! • twitter • facebook • googleplus • linkedin utm_medium:! • social • email utm_campaign:! • hu-twitter-general • hu-twitter-harvardyale • haa-twitter-general • hu-facebook-general
  49. 49. Standardize: Google Spreadsheet Hootsuite Enterprise
  50. 50. Google Analytics: • traffic from owned social • new/returning visitors • sources that generate social sharing • mobile/desktop
  51. 51. Workflow What tools and processes do we need? source: pandawhale.com
  52. 52. Tip #1:! Find a social media management platform that works for your team.
  53. 53. source: business2community.com We’re not limited on tools. We’re limited on time.
  54. 54. source: business2community.com Publishing:
 User Management
 Scheduling
 Security
 APIs
 Mobile Monitoring:
 Search
 Assignments
 Analytics
 Reporting
 Influencers
  55. 55. Tip #2:! Use an editorial calendar. If you don’t have one, start one tomorrow.
  56. 56. “But, which tool should we use?”! ! ! source: www.gifbay.com
  57. 57. Start with Google Docs.
 Seriously.
  58. 58. Benefits:
 Free
 Shareable
 Flexible Hurdles:
 ‘Blank doc syndrome’
 No content library
  59. 59. Tip #3:! Outreach and influencers should be part of your workflow.
  60. 60. Influencer lists Google Alerts Topsy, SocialRank, etc Internal email lists Standardized ‘ask’ email for social campaigns PR team Gift officers Admissions Alumni
  61. 61. THE ASK: Invitation to participate. Provide details on how to join in. Be specific on the ‘ask’ and the date. ! HOW TO PARTICIPATE: Include relevant content that your audience can share, tweet, post, and/or hashtags to use. ! ENCOURAGEMENT: Include a line reminding them of the importance of the cause, and let them know that you hope to see more inspirational stories on social media.
  62. 62. What usually happens:
  63. 63. What should happen: Give recognition, keep the campaign going.
  64. 64. #CaseForCollege
  65. 65. Governance How do we distribute work? source:Office Space / Twentieth Century Fox
  66. 66. Distribution Models source: http://mapas.owje.com Distributed Individual departments have more freedom ! Innovation moves quickly ! Easy to get off the ground
  67. 67. Distribution Models source: universalhub.com Message consistency ! Policies govern ! Staff dedicated to social Centralized
  68. 68. Distribution Models source: Google Maps Guidelines and best practices over policies ! Strong sense of community ! Coordination of job responsibilities and requirements Coordinated
  69. 69. Things you can distribute: Content curation Content generation Campaign outreach Customer service Monitoring Analytics collection and more…
  70. 70. Examples:
  71. 71. Goal: You should be able to take a vacation day without the worry that your social accounts will implode.
  72. 72. Don’t be the only one holding the keys. source: gifbin.com
  73. 73. Social media strategy
  74. 74. Know what is working, and where you need support.
  75. 75. Style guides Voice Emotion Metadata Templates Tagging SM Management Editorial calendar Distribution Training
  76. 76. A quick story.
  77. 77. Prioritize. Be happy. source: http://oh-whiskers.tumblr.com
  78. 78. Thanks!! Questions? Stories? Keep in touch: @mikepetroff mikepetroff.com linkedin.com/in/mikepetroff

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