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Social media best practice

A definitive best practice guide for social media.

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Social media best practice

  2. 2. THE TOP 20The top 20 tips and guidelines for bestpractice in social media.
  3. 3. 1. Define your mission and purposeAsk yourself the question: what do we want to achieve through participating in social media ? It’s a commonsense question; what we do is defined by why we want do it. So it’s really important clearly define our missionand purpose.2. Be consistentIt’s important to be consistent. To be credible we need to be present and active. It means we need to allocate afixed amount of time each day to maintaining our social media presence – and sticking to it, week in, week out.3. Provide valueIf we’re in social media we’re competing for peoples time and attention – so we really need to make it worththeir while to interact with us. The best way to do this is by providing content or information that isuseful, interesting and of real value.4. Monitor and respondThe more often you monitor your social media the better. Ideally you’re monitoring it constantly; however thepractical reality is that this is not always possible. As a rule of thumb, the more traffic in your socialchannels, the more frequently you monitor them, so the time you need to spend may change over time. Bestpractice, when starting out, set aside a minimum of two blocks of time twice daily to monitor and respond.
  4. 4. 5. Be nice with content and commentsIf you wouldn’t say it to your mother, partner, child or employer, don’t say it on-line. If you would not becomfortable seeing what you’ve said written on the front page of a newspaper, the don’t say it. Best practice:conduct yourself as if your record in social media lasts forever and nothing is private.6. Prepare for crisis managementWhat happens if you receive bad press or there is a business crisis ? What happens if an angry customervents their frustrations in your social channels? Best practice: consider the possible crisis scenarios andformulate a plan for each.7. Plan for negative commentsWhat do you do if someone posts rude, offensive, discriminatory or inflammatory comments? Best practice:remove them instantly and do not respond to the comment in any way.For comments that are critical of your business, which may have a substantive basis, respond ifappropriate., try to draw the person involved into a private exchange outside of your social media channels.Best practice: be constructive in your response. Negative comments can be deleted - but not while thecomment stream is active.8. Be honest, discloseIf there is a commercial interest or conflict of interest, be open about it. Best practice: immediate disclosure.
  5. 5. 9. Say ‘thanks’If people make the effort to leave a positive comment, thank them. If you think they have content that is worthsharing, share it. Remember if you share or use someones content, link to them or credit them. Best practice:within 24 hours.10. Make friendsIf you’re ‘liked’ or followed, like or follow back. Best practice: within 24 hours.11.Be credibleIf you’re reposting someone else’s content, be careful, try to independently authenticate anything found on anysocial networking site. Best practice: verify, if you can’t , say so.12. Correct, retract, admitIf you have made an error in your social media or done or said something wrong, ‘own’ the error and make theappropriate correction, retraction or admission - it’s important to maintain your credibility. Best practiceimmediate action.13. Keep secretsNever disclose any internal conversations or deliberations. Never disclose commercially sensitive material –about your own business or any one elses.
  6. 6. 14. Call to actionWhere possible, and when appropriate, include a call to action – for example, ‘blog this’, ‘share this’, ‘retweetthis’.15. Link to your other channelsWhere possible and when appropriate, include a link to another of the channels you are using – forexample, find me on Face book, find me on twitter, find us on YouTube.16. Do not sellThis is not about the sale; it’s about a relationship that may lead to a sale. Best practice: don’t use social mediaas a direct sales channel.17. Only speak when you have something to sayUnless you have a specific reason to communicate, don’t. Cluttering up an inbox or a time line will not makeyou many friends. Best practice: don’t speak unless you have something to say.
  7. 7. 18. Track and learnWhen it comes to what you are doing, try to understand what works, what doesn’t and why. Think of theprocess as trying testing and learning. Also, try to understand where traffic is coming from – thesources, frequency and times. Best practice: a daily analytics review.19. Be helpfulIf you can help someone, help them. Be positive, useful and constructive.20. Be originalDon’t re-post the same material as everyone else. It’s often the case that the same material is postedrepeatedly, we dont want to contribute to the clutter and noise. Best practice: if you’ve seen it more than threetimes in other places, don’t repost it.
  8. 8. About Ravi PrasadRavi’s worked for agencies including Leo Burnett, FCB, Ogilvy and Mather, Wunderman, One Digital, Tribal DDBand John Singleton Advertising.He’s a former senior strategy planner for agencies including Clemenger BBDO and Sapient Nitro.He was also Head of Copy and Content for Euro RSCG Digital in Australia (Havas).Over the years he’s won a lot of awards for his work, including the AUS Trade Silicon Valley MissionADMA, APMA, the Asia Pacific Advertising Festival and the LACP in Los Angeles.In the last few years his Sony Playstation work for Ratchet and Clank ‘a Crack in Time’ won in both ‘Best Integrated’and ‘Best Digital’ categories at APMA, his ‘The Premise’ campaign for Drambuie won two Gold Awards at W3 inNew York and was a finalist at AIMIA in Australia and his collaboration with Siori Kitajima was a finalist at theinaugural Information is Beautiful Awards in London.Ravi is the founder of the not for profit Friends with Things: and the on-line magazinewww.warholschildren.comYou can find Ravi on LinkedIn: him on Twitter: @myintuitionE-mail him at:
  9. 9. END

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A definitive best practice guide for social media.


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