The document provides guidance on developing an effective social media strategy and presence. It discusses setting goals and determining the target audience. It also outlines best practices for different social media platforms like Facebook, Twitter, and YouTube. Key recommendations include engaging audiences with interesting content, being conversational, listening to audiences, and monitoring platforms for comments and engagement. Consistency across platforms and a casual but professional tone are also emphasized.

1. Social Media 101 Project PROTECT - Florida Memorial University Chelsea Duran specialist, strategy/pr (add)ventures

2. Social media goals What are your social media goals? Raise awareness Encourage students to use services Determine your social media goals, then you can start developing a plan.

3. Strategic planning Who is your audience? What platforms will you be using? (Facebook, Twitter, YouTube, Foursquare, LinkedIn, etc.) Who will be responsible for posting? How often will you be posting?

4. Crafting your message What is the message you want to get across on social media platforms? What is your tone? Authoritative? Conversational?

5. Listen Your messaging strategy should start with listening. Take time to listen to your audience. How do they talk to each other? Try to mimic the tone in conversations with their friends.

6. Where to start Facebook Twitter YouTube

7. Facebook stats Facebook has more than 500 million active users. About 50% of active Facebook users log on to Facebook in any given day. The average user has 130 friends. There are more than 200 million active users currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users. Source: http://www.facebook.com/press/info.php?statistics

8. Facebook: What works Questions, photos, videos and content your audience wants to share Conversation and responding to comments Create a PAGE not a group. Pages can be transferred, groups stay with their creator FOREVER.

9. Facebook: What doesn’t work Boring content Talking like a textbook Scaring people into listening to you with sad, negative, hopeless messages Ignoring comments

10. Follow the American Red Cross on Facebook Engaging content Consistent branding Conversational Text

11. Twitter stats 460,000 - Average number of new accounts per day over the last month. 182% - Increase in number of mobile users over the past year. 140 million - The average number of Tweets people sent per day, in the last month. Source: http://blog.twitter.com/2011/03/numbers.html

12. Twitter: What works Short tweets. Leave at least 20 characters out of your 140 available characters free. This will help people retweet your information. Interesting content. Think about what you like to share with your friends. Saying thank you. If someone retweets your information, thank them for it.

13. Twitter: What doesn’t work Long links. Use tools like bit.ly to shorten long links to fit into your posts. Being shy. Millions of tweets are sent each day, tweet a few times a day to make sure you’re heard. Talking about yourself ALL THE TIME. Share the love - link to other organizations’ content, retweet great posts from your followers.

14. Follow @LIVESTRONG on Twitter. Good use of hashtags “#” - #SXSW, #LIVESTRONG #health Mentioning other organizations, like @SetonFamily Hospital

15. YouTube stats Exceeds 2 billion views a day 24 hours of video uploaded every minute Average person spends 15 minutes a day on YouTube.

16. YouTube: What works Short and captivating videos “Tag” your content with relevant keywords that tie back to your mission Repost videos you publish on YouTube on your Facebook and Twitter walls Encourage your audience to share the videos

17. YouTube: What doesn’t work Long videos Closing comments - let your audience interact with other viewers Ignoring comments - monitor comments for spam and/or harmful messages.

18. General tips KISS Have a plan Be consistent - stay true to your brand across all platforms (offline, too) Let people know where you are - include logos in printed materials, ask people to “like” your page in conversation and follow you

19. More general tips Be casual, but stay professional Be gracious - tell people thank you for sharing your posts If you’re not familiar with any of these platforms, create a personal account and spend time learning how it works.

20. Tools Create a content calendar Hootsuite Google Alerts bit.ly

21. What keyword do you want to follow? Only the best results or all results? How often do you want to hear about it? How do you want the alert delivered?

22. ... and remember It’s SOCIAL Two-way communication Conversational tone

23. My favorites Beth Kanter ( http://www.bethkanter.org/ ) SocialFish ( http://www.socialfish.org/blog ) Social Media Explorer ( http://www.socialmediaexplorer.com/ ) Eloqua’s Social Media Playbook ( http://www.slideshare.net/Eloqua/eloqua-social-mediaplaybookpublic-4525846 ) Red Cross Social Media Handbook ( http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field-units ) Air Force Blog Assessment http://www.flickr.com/photos/cambodia4kidsorg/3226367547/sizes/o/

24. Final word of caution Know where you’re tweeting from at all times. Note: The Red Cross/Dogfish Head Brewery incident. http://redcrosschat.org/2011/02/16/twitter-faux-pas/

25. Whoops!

26. Saved by the boss ... and the brewery.

27. Contact me [email_address] @chelsead http://www.linkedin.com/in/chelseaduran