Social Media: Crafting Content That Resonates, Making Time to Engage #AMP15
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Social media channels are important for sharing content with members and new audiences, but so often they are a responsibility that’s added on to an already-overloaded staff. Learn three ways to strategize your social media work, repackage content for social media and create an editorial calendar. Then hear about how the Physics Today Facebook page attracted 2.4 million fans.
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Social Media: Crafting Content That Resonates, Making Time to Engage #AMP15
- 1. Social Media: Crafting Content That Resonates, Making Time to Engage Ami Neiberger-Miller, Steppingstone LLC Charles Day, Physics Today, American Institute of Physics
- 2. What We Will Learn Today • Ami – describe 3 ways to maximize your association’s impact and engagement in social media, how to re-purpose content effectively, and use an editorial calendar • Charles – discuss how his association grew its Facebook following to 2.4 million followers.
- 3. Research on Associations/Social Media • Most utilized platforms are still Facebook (93%), Twitter (91%), and YouTube (73%) • Who does social media? Communications manager 48% Dedicated social media manager17% Staff member in department 15% Assistant 4% Other 16% Source: http://kellencompany.com/socialmediastudy/
- 4. Research on Associations/Social Media How much time are they spending? 7% less than 1 hour/week 45% 1-5 hours/week 24% 6-10 hours/week 11% 11-20 hours/week 10% 21-40 hours/week 2% More than 40 hours/week 1% Did not know Source: http://kellencompany.com/socialmediastudy/
- 5. Research on Associations/Social Media • Associations are struggling with perceived effectiveness in using social media member recruitment (feel it is only 45% effective) influencing key opinion leaders (feel it is only 65% effective) Source: http://kellencompany.com/socialmediastudy/
- 6. Maximizing Your Association’s Impact and Engagement in Social Media
- 7. Maximizing Your Association’s Impact and Engagement in Social Media
- 8. Maximizing Your Association’s Impact and Engagement in Social Media #2 – Do what works. Measure it.
- 9. What to Measure Visits, friends, views, followers, fans, subscribers, minor mentions Share of voice sentiment, to what level you are an influencer in your area of expertise Clicks, shares, retweets, comments, wall posts (if on target), comments Subscriptions, registrations, sign-ups, downloads, contributions
- 11. Re-packaging content for social media
- 12. Ideas for Re-packaging Content • Survey results, statistics, research • Bylined re-printable articles for trade/sister publications, consumers • Infographics • Webinar • Slide decks • Storify • Thunderclap
- 13. Create an editorial calendar • What are overall goals for your content? • Who is going to create content, monitor channels? • How often do you want to post? • When is content coming? What goals is the content linked to? • Where you plan to publish it? • How will you measure it?
- 14. Sample Editorial Calendar (cheap)
- 15. Editorial Calendar Helps • Wordpress Editorial Calendar Plug-In (free) • Editorial calendar sample (Google doc, free) • Bob Angus – downloadable calendar • Brandeo marketing calendar download (goals focused)
- 16. Editorial Calendar Software (paid)
- 17. Physics Today on Facebook How we acquired 2.4 million fans
- 19. Warm gas and dust in the Taurus star formation region
- 20. Example of a self-contained post
- 21. Fluctuations in rate of acquiring new fans reflect changes in News Feed algorithm
- 22. Example of a popular post: On this day in physics history
- 27. Physics Today’s seven lessons of a successful Facebook page 1. Post content that is of broad interest – so your fans will share it with their friends 2. Make the text of your posts self-contained – so your fans won’t always have to click 3. Post interesting content – so Facebook’s News Feed algorithm will favor you 4. Widen your editorial scope – so you can cover more topics 5. Interesting = fresh, relevant, engaging and informative – just like in other media 6. Study your page’s statistics – so you can identify popular types of post 7. Don’t expect Facebook to drive traffic – your Facebook page is your outlet
- 28. Being in touch Presentation on SteppingstoneLLC.com Ami Neiberger-Miller @AmazingPRMaven 703.887.4877, ami@SteppingstoneLLC.com Charles Day @CSRDay 301.209.3036, cday@aip.org
Editor's Notes
- Source: http://kellencompany.com/socialmediastudy/
- Source: http://kellencompany.com/socialmediastudy/
- Source: http://kellencompany.com/socialmediastudy/
- There is no silver bullet. No magic wand. No secret formula. In the Kellen research – focus groups revealed – audience targeting is becoming more common among associations – groups reaching younger populations found they preferred more amateur style videos like those taken on a cell phone and were turned off by flashy expensive video work. At the same time, those working with trade associations found that they preferred higher quality video.
- #1 – Know your audience. What concerns them? How can you make their work or professional lives better or easier (think benefits)? How do they like to be communicated with? Are they active or passive communicators?
- You can’t know it works, if you do not measure it.
- Exposure, Influence, Engagement, ActionsRecognize that some audiences are passive and prefer to be that way. It is ok to be passive. Just adjust your metrics to capture them in different ways – focus groups, surveys, questionnaires (are they getting the information they want, in the format they desire)?
- Strategy #3 - Have an integrated approach across the association’s channels. Look at your content as a tree trunk. All of the channels are feeding from that trunk