This document discusses key metrics and strategies for social media marketing. It notes that 500 million tweets are sent per day and over 900 million people actively use Facebook daily. The psychology of sharing information online is explored, finding that people more deeply process information when they share it and reading other perspectives helps understanding. Different types of social media users are identified. Effective social media involves defining a brand voice and tone tailored to audience and channel. Metrics like engagement, traffic sources and qualitative vs quantitative data are important to measure performance. Tools can increase efficiency and case studies demonstrate best practices.

1. in social media
@hannahjthorpe

2. 500 million tweets per day
936 million daily active
Facebook Users
70 million photos posted per
day on Instagram

4. Commanders Intent
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5. A Good Brief?
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6. The Psychology of Sharing
http://nytmarketing.whsites.net/mediakit/pos/
73% say they process
information more deeply,
thoroughly and thoughtfully
when they share it

7. The Psychology of Sharing
http://nytmarketing.whsites.net/mediakit/pos/
85% say reading other
people’s responses helps
them understand and
process information and
events

8. 1. To Define Ourselves to others
2. To Build and Grow
Relationships
3. Self fulfilment
4. To support a cause or brand

9. • Altruists
• Careerists
• Hipsters
• Boomerangs
• Connectors
• Selectives

11. voice
Your brand personality described in an
adjective. For instance, brands can be
lively, positive, cynical, or professional
https://blog.bufferapp.com/social-media-marketing-voice-and-tone

12. tone
A subset of your brand’s voice. Tone
adds specific flavour to your voice
based on factors like audience,
situation, and channel
https://blog.bufferapp.com/social-media-marketing-voice-and-tone

13. If my brand were a person, who would it be?
Who is going to read it?
What is the reader going to be doing/thinking
when they read your message?
What if something goes wrong?

14. http://www.themediaflow.com/blog/brand-identity-twitter

15. Hamdi Ulukaya, 2012, Interview with Harry Smith, Rock Center, NBC-TV
Chobani

16. Fast response time
Respond to every tweet
Problems resolved in public eye

18. Social Measurement
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20. Traffic
• Absolute numbers
• % YoY growth
• Content page landings
• Other referrals

21. Performance
• Time on page
• Bounce Rate
• Avg. No. Pages visited

23. Quantitative vs Qualitative
• Total audience
size
• Comparison to
competitors
• Impressions
• Audience
location
• Demographics
• Most influential
followers

25. Image Credit: https://www.flickr.com/photos/upsand/

26. Image Credit: https://www.flickr.com/photos/hazzat/

27. Image Credit: https://www.flickr.com/photos/laenulfean

29. Increase Efficiency=Tools
• Buffer
• Twitter Analytics and Facebook Insights
• Rival IQ –rivaliq.com
• Shared Count - sharedcount.com/

31. Resources
@hannahjthorpe
Psychology of Sharing:
http://nytmarketing.whsites.net/mediakit/pos/
Chobani Case Study:
Chris Malone and Susan Fiske, The Human Brand- How we relate to People,
Products and Companies
Tone of Voice
https://blog.bufferapp.com/social-media-marketing-voice-and-tone
https://www.distilled.net/tone-of-voice/