The document provides tips for using social media to promote a business or organization. It discusses setting up profiles and pages on Twitter and Facebook and best practices for posting on these platforms. On Twitter, it recommends publicizing your URL, writing SEO content, and paying for search results initially. It also suggests when and how often to tweet as well as who to follow. For Facebook, it discusses setting up an engaging page with photos, links, and tabs. It advises posting varied content like links, videos and images. It also provides tips on timing, frequency and types of posts that perform best. The overall document offers strategic guidance on utilizing social media for marketing and outreach purposes.

1. SOCIAL MEDIA BOOTCAMP

2. IN THE BEGINNING

3. IN THE BEGINNING
• Publicize URL

4. IN THE BEGINNING
• Publicize URL
• Listed in directories

5. IN THE BEGINNING
• Publicize URL
• Listed in directories
• Write SEO content

6. IN THE BEGINNING
• Publicize URL
• Listed in directories
• Write SEO content
• Paid search results on
search engines

7. IN THE BEGINNING
• Publicize URL
• Listed in directories
• Write SEO content
• Paid search results on
search engines
• Banner ads

8. ENTER: BLOGS

9. BLOGS
• Could replace main
site, or supplement

10. BLOGS
• Could replace main
site, or supplement
• Site marketing
techniques still apply

11. BLOGS
• Could replace main
site, or supplement
• Site marketing
techniques still apply
• *Improved reach via
RSS feeds

12. BLOGS
• Could replace main
site, or supplement
• Site marketing
techniques still apply
• *Improved reach via
RSS feeds
• *More interaction via
comments

13. BLOGS
• Could replace main
site, or supplement
• Site marketing
techniques still apply
• *Improved reach via
RSS feeds
• *More interaction via
comments
• *Authenticity of
voice, author identity

14. ENTER: SOCIAL MEDIA

15. MEET JONAH PERETTI
ON CHARLIE ROSE APRIL 19, 2012

16. C0-FOUNDER of HUFFPO

17. FOUNDER OF BUZZFEED

18. EVOLUTION OF ONLINE
BEHAVIOR
PORTAL ERA

19. EVOLUTION OF ONLINE
BEHAVIOR
PORTAL ERA
SEARCH ERA

20. EVOLUTION OF ONLINE
BEHAVIOR
PORTAL ERA SOCIAL ERA
SEARCH ERA

21. SOCIAL ERA
• Social has become the
new starting point

22. SOCIAL ERA
• Social has become the
new starting point
• Shift from Google world
view where everything
is about Keywords and
Info, dependent on
SEARCH

23. SOCIAL ERA
• Social has become the
new starting point
• Shift from Google world
view where everything
is about Keywords and
Info, dependent on
SEARCH
• Shift to Facebook
worldview, about
emotion, human
interaction, sharing.

24. HUFFPO: SEARCH, SEO

25. BUZZFEED: LOL, WTF

26. UPWORTHY!

27. THE BIG TWO

28. SOCIAL MEDIA
• Everyone is on equal
footing, comment 2
comment

29. SOCIAL MEDIA
• Everyone is on equal
footing, comment 2
comment
• Become member of a
community

30. SOCIAL MEDIA
• Everyone is on equal
footing, comment 2
comment
• Become member of a
community
• *Creating a funnel (up
to 25% traffic and
growing)

31. SOCIAL MEDIA
• Everyone is on equal
footing, comment 2
comment
• Become member of a
community
• *Creating a funnel (up
to 25% traffic and
growing)
• *Possibility for content
to go Viral

33. TWITTER
• Microblog (140
Characters)
links, hashtags, etc.

34. TWITTER
• Microblog (140
Characters)
links, hashtags, etc.
• Simple & Public

35. TWITTER
• Microblog (140
Characters)
links, hashtags, etc.
• Simple & Public
• Broadcast from one-to-
many

36. TWITTER
• Microblog (140
Characters)
links, hashtags, etc.
• Simple & Public
• Broadcast from one-to-
many
• Viral Potential
(ReTweet)

37. YOUR PROFILE

38. TWITTER PROFILE

39. TWITTER PROFILE

40. TWEETING

41. TWEETS
• One rule to follow which is difficult to break
with 140 character limit

42. TWEETS
• One rule to follow which is difficult to break
with 140 character limit
• Keep it simple!

43. SAMPLE TWEETS
CONTENT TWEET:

44. SAMPLE TWEETS
TARGETED TWEET:

45. WHEN, HOW MUCH?

46. WHEN TO TWEET?
STUDY BY: DAN ZARELLA

47. TWEET HOW OFTEN?

48. WHAT DAY OF THE WEEK?

49. WHAT TIME OF THE DAY?

50. TAKEAWAYS
• Best time to tweet Noon – 6 PM

51. TAKEAWAYS
• Best time to tweet Noon – 6 PM
• Best tweet avg per hour 1 – 4

52. TAKEAWAYS
• Best time to tweet Noon – 6 PM
• Best tweet avg per hour 1 – 4
• Best day to tweet midweek and weekends

53. WHO TO FOLLOW

54. FOLLOWING
• ID your target audience

55. FOLLOWING
• ID your target audience
– Rarefied, elite
strata, especially journos
and policy maker staff

56. FOLLOWING
• ID your target audience
– Rarefied, elite
strata, especially journos
and policy maker staff
– LESSON: PEOPLE
ON TWITTER CHECK
THEIR TWITTER
MORE FREQUENTLY
THAN EMAIL

57. FOLLOWING
• ID your target audience
– Rarefied, elite
strata, especially journos
and policy maker staff
• LESSON: PEOPLE ON
TWITTER CHECK THEIR
TWITTER MORE
FREQUENTLY THAN
EMAIL
• Start Following!

58. FOLLOWING
• How many ppl you can
follow depends on how
many followers you have
• 2,000 is the limit, unless
you have a good following
• Technically unable to
follow more than 1,000 a
day
• Key is not to be spammy

59. FOLLOWING JOURNOS

60. FOLLOWING JOURNOS

61. FOLLOWING JOURNOS

62. FOLLOWING JOURNOS

63. FOLLOWING JOURNOS
• List building: you can only have up to 20 Lists

64. FOLLOWING JOURNOS
• List building: you can only have up to 20 Lists
• Purpose of building lists is two-fold

65. FOLLOWING JOURNOS
• List building: you can only have up to 20 Lists
• Purpose of building lists is two-fold
– Targeted tweeting as above

66. FOLLOWING JOURNOS
• List building: you can only have up to 20 Lists
• Purpose of building lists is two-fold
– Targeted tweeting as above
– Direct Messaging. You can check your Twitter
account for recent followers. If a journalist
followed you back, which happens often, you can
DM them immediately. Again, journos are much
more responsive on Twitter than email.

68. FACEBOOK IS KING

69. FACEBOOK IS KING
• Varied content
(links, videos, images, u
pdates)

70. FACEBOOK IS KING
• Varied content
(links, videos, images, u
pdates)
• Distinct Pages for biz or
orgs

71. FACEBOOK IS KING
• Varied content
(links, videos, images, u
pdates)
• Distinct Pages for biz or
orgs
• EVERYONE YOU
KNOW IS THERE

72. FACEBOOK PAGE

73. FACEBOOK PAGE

74. FACEBOOK PAGE

75. FACEBOOK PAGE

76. FACEBOOK PAGE

77. FACEBOOK PAGE

78. FACEBOOK PAGE

79. PAGE BUILDING TIPS
• Make your banner image compelling (shots of people
– faces in particular – are better). Try changing it up
for events or special campaigns.

80. PAGE BUILDING TIPS
• Make your banner image compelling (shots of people
– faces in particular – are better). Try changing it up
for events or special campaigns.
• Profile photo is the extension of your brand and
should stay the same. This will be the image that
appears in your followers’ timelines next to your
posts.

81. PAGE BUILDING TIPS
• Make your banner image compelling (shots of people
– faces in particular – are better). Try changing it up
for events or special campaigns.
• Profile photo is the extension of your brand and
should stay the same. This will be the image that
appears in your followers’ timelines next to your
posts.
• Include as many links as possible to your site in your
About Us section.

82. PAGE BUILDING TIPS cont.
• Build out your tabs for newsletter sign-ups, a Twitter
feed, etc. Default tabs include Likes, Map, and
Events.

83. PAGE BUILDING TIPS cont.
• Build out your tabs for newsletter sign-ups, a Twitter
feed, etc. Default tabs include Likes, Map, and
Events.
• Building out your timeline doesn’t have to be limited
to organizational milestones, these can be other
historical events that are relevant to your work. (e.g.
Citizens United ruling).

84. PAGE BUILDING TIPS cont.
• Build out your tabs for newsletter sign-ups, a Twitter
feed, etc. Default tabs include Likes, Map, and
Events.
• Building out your timeline doesn’t have to be limited
to organizational milestones, these can be other
historical events that are relevant to your work. (e.g.
Citizens United ruling).
• Add other pages, allies to your Page Favorites.

85. POSTING TIPS

86. HOW NOT TO POST

87. HOW NOT TO POST

88. HOW NOT TO POST

89. HOW NOT TO POST

90. HOW NOT TO POST

91. HOW TO POST BETTER

92. HOW TO POST BETTER

93. HOW TO POST BETTER

94. HOW TO POST BETTER

95. WHEN, HOW MUCH?

96. WHAT DAY TO POST?
STUDY BY: DAN ZARELLA

97. WHAT TIME TO POST?
STUDY BY: DAN ZARELLA

98. HOW MANY POSTS PER
DAY?
STUDY BY: DAN ZARELLA

99. TAKEAWAYS
• Best day to post? Saturday

100. TAKEAWAYS
• Best day to post? Saturday
• Best time to post? Noon to 7

101. TAKEAWAYS
• Best day to post? Saturday
• Best time to post? Noon to 7
• Posts per day? 1

102. SOMETHING TO KEEP IN
MIND
STUDY BY: DAN ZARELLA

103. QUESTIONS?