The document provides guidance on developing an effective social media strategy. It recommends following the P.O.S.T. framework: focusing first on the People you want to engage with, establishing clear Objectives for your social media efforts, developing a comprehensive Strategy to achieve those objectives, and ensuring proper Technologies, Policies, and analytics for Measurement are in place. The key is focusing on building relationships rather than technology and taking a holistic, long-term approach to social media.
Adding Social Media to Your Marketing Plan4Good.org
Around every corner you turn these days we hear about social media, bloggers, social networking. The list goes on and on. Using social media is just one tool for developing your organization’s fundraising and marketing strategies. Social media is an entry point and can be used as part of a larger plan to help you achieve your funding goals. Learn from existing success models about how organizations can raise tens of thousands and even millions of dollars through social media. Social media is here to stay. Taking some time to learn more about the multi-channel use of marketing your organization can have a long-term impact on the knowledge about and success of your mission.
I spoke to an undergraduate marketing class at SDSU about social media marketing. I was asked to speak about my background, social media marketing, how to set up a social media strategy, some use cases, and how to get a job in social media marketing.
Best Practices Social Media Marketing For BusinessSurekha Parekh
Introduction to Effective Social Media Marketing for Business - 13 November
Recent research from analyst house Gartner has forecast that not responding to social media will become as fatal to a brand image as not replying to phone calls and emails are today.The purpose of this presentation is to provide you with an introduction to Social Media, we will cover
the top social media channels to use. How to get started, Hints & Tips and Best Practices. We will also cover examples of how Social Media
Marketing can drive real business results. The social media channels that will be covered are LinkedIn, Twitter, Google +, Facebook and Ning. There will be an opportunity for Live Q&A
Best Practices Social Media Marketing For Business
Speaker - Surekha Parekh WW Marketing Program Director
Newhouse Public Relations Social Media Summer 2013 SyllabusDr. William J. Ward
COM 600 Newhouse Public Relations Social Media is the Social Media Class in the S.I. Newhouse School of Public Communications at Syracuse University taught by DR4WARD
Adding Social Media to Your Marketing Plan4Good.org
Around every corner you turn these days we hear about social media, bloggers, social networking. The list goes on and on. Using social media is just one tool for developing your organization’s fundraising and marketing strategies. Social media is an entry point and can be used as part of a larger plan to help you achieve your funding goals. Learn from existing success models about how organizations can raise tens of thousands and even millions of dollars through social media. Social media is here to stay. Taking some time to learn more about the multi-channel use of marketing your organization can have a long-term impact on the knowledge about and success of your mission.
I spoke to an undergraduate marketing class at SDSU about social media marketing. I was asked to speak about my background, social media marketing, how to set up a social media strategy, some use cases, and how to get a job in social media marketing.
Best Practices Social Media Marketing For BusinessSurekha Parekh
Introduction to Effective Social Media Marketing for Business - 13 November
Recent research from analyst house Gartner has forecast that not responding to social media will become as fatal to a brand image as not replying to phone calls and emails are today.The purpose of this presentation is to provide you with an introduction to Social Media, we will cover
the top social media channels to use. How to get started, Hints & Tips and Best Practices. We will also cover examples of how Social Media
Marketing can drive real business results. The social media channels that will be covered are LinkedIn, Twitter, Google +, Facebook and Ning. There will be an opportunity for Live Q&A
Best Practices Social Media Marketing For Business
Speaker - Surekha Parekh WW Marketing Program Director
Newhouse Public Relations Social Media Summer 2013 SyllabusDr. William J. Ward
COM 600 Newhouse Public Relations Social Media is the Social Media Class in the S.I. Newhouse School of Public Communications at Syracuse University taught by DR4WARD
This is my presentation for the International Search Summit in London, November 2009.
First time I actually talk about Brand Reputation Management, and I showed a case history about a DIY (do-it-yourself) Brand Reputation Management project we are running at Global Search interactive for one of our Italian clients, Dialogo Assicurazioni.
Enjoy, comment, share!
Learn how to expand your community\'s presence online with social media. This presentation provides a detailed overview of several social media channels while including advice for how to monitor your brand online, manage your activities, and measure results.
Getting started with social media strategic planning webinarMarketingatBahrain
This is getting started with Eric Mills who will be presenting Social media strategic planning workshop during the Bahrain International eGovernment Forum on 10th April 2013 in Bahrain
UPDATED: Social Media Terms Definitions Model FinalMichael J Lis
This is an updated deck which has an overview of social media terms, definitions and process model.
It's a great deck if you want to understand some of the terminology behind social media.
This is my presentation for the International Search Summit in London, November 2009.
First time I actually talk about Brand Reputation Management, and I showed a case history about a DIY (do-it-yourself) Brand Reputation Management project we are running at Global Search interactive for one of our Italian clients, Dialogo Assicurazioni.
Enjoy, comment, share!
Learn how to expand your community\'s presence online with social media. This presentation provides a detailed overview of several social media channels while including advice for how to monitor your brand online, manage your activities, and measure results.
Getting started with social media strategic planning webinarMarketingatBahrain
This is getting started with Eric Mills who will be presenting Social media strategic planning workshop during the Bahrain International eGovernment Forum on 10th April 2013 in Bahrain
UPDATED: Social Media Terms Definitions Model FinalMichael J Lis
This is an updated deck which has an overview of social media terms, definitions and process model.
It's a great deck if you want to understand some of the terminology behind social media.
This document adapted from Groundswell walks you through how to develop a comprehensive social media strategy using the "POST" methodology. The worksheet is designed specifically for youth in Systems of Care.
Social Media: Why It Matters for Children's Mental HealthBrittany Smith
This webinar from Brittany Smith, Director of Community Management for the Children's Mental Health Network, will focus on why social media is important for the children's mental health world and will provide data as to who is using social media and how, why it matters, and what impact it can have on the field of children's mental health. Attendees will walk away with data and language they can use to then persuade others in their organizations, community and system of care efforts to use social media, and give it the time and energy that's required to use it successfully.
Developing a Social Media Strategy for Children's Mental HealthBrittany Smith
This webinar from Brittany Smith, Director of Community Management for the Children's Mental Health Network, will focus on developing a social media strategy for your organization, community or system of care development effort. Most folks approach social media from a platformspecific perspective. This webinar will take it from a strategy development perspective. Learn the critical questions to ask like, who's your audience, how do they use social media, what's your intended goal for using social media. Based on these answers, the attendees will be able to decide what specific platform(s) they want to use. It's a "people first" approach that focuses on the target audience rather than the technology. Attendees will walk away with a toolkit that they can bring back to develop a more comprehensive plan that they can then implement.
When I was a consultant for Plug Media Group, I spoke to a real estate investment group and gave this presentation that Jeff Dietrich and I developed.
While it\'s somewhat dated, many of the concepts still stand up, such as having a conversation using social media.
The dawn of social business is here, and what that means
for anyone working in social media is that there are more
opportunities – and challenges – to mature social efforts across the business.
B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...Julie Bevacqua
Julie Bevacqua shares tools to brand yourself as a market leader, such as Social Connector and Jigsaw, and social media platforms such as LinkedIn and Plaxo.
Developing your social media strategy in 7 stepsAudacious Leap
A good marketing strategy helps you define your business goals. You have one?
In this presentation we present some steps to developing your social media plan
Engaging Youth & Young Adults in Social MediaBrittany Smith
Social media continues to be an important tool for youth and young adults to connect with the world and with each other. Get the latest research and statistics on how youth and young adults are using social media, and how your organization can strategically use social media to engage with youth and young adults. Learn what platforms youth and young adults are using and how you can create a simple social media strategy to more effectively reach this audience.
Are you getting the most out of your LinkedIn profile? How long has it been since you last updated your profile? Here are my tips for improving your LinkedIn profile.
Making Child Welfare More Social - OACAS Resource GuideBrittany Smith
This Resource Guide is a companion to a presentation delivered at the 2013 Annual Local Directors’ Conference for the Province of Ontario focused on how child welfare agencies in Canada can begin to use social media to improve outcomes for young people in care.
This presentation delivered at the 2013 Annual Local Directors’ Conference for the Province of Ontario focused on how child welfare agencies in Canada can begin to use social media to improve outcomes for young people in care.
Social media is an important and widely used technology among youth and young adults. It gives young people the opportunity to stay connected, explore facts of themselves, and engage with the world. For these reasons it is important that child welfare agencies understand the value and importance of social media, as well as how to use it safely and effectively in their work. This session will provide an introduction to how youth and young adults use social media, how professionals can start to use social media safely in their work with youth and young adults, and how youth and young adults can use social media safely in their lives.
Social Media and Sustainability: EAI 2013 MeetingBrittany Smith
When reaching out to young adults with mental health challenges, social media needs to be a key part of your engagement strategy. Learn what social media is all about and how you can start using it.
To get the most out of using social media take some time to develop a solid strategy.
When thinking about how they want to use social media, a lot of people start by saying, “We need to be on Facebook,” or, “Instagram is the hot new platform, we need to be there!” This is backwards because it focuses on technology rather than people and relationships. You need to start by mapping out who you want to reach out to on social media, what your goals are in reaching out to them using social media, and then determine which platforms will help you best meet your goals. Social media is not just about new technology, it is about people and relationships!
This presentation was delivered at the 2012 NYTD Conference by Brittany Smith, Director of Community Management at the Children's Mental Health Network.
This presentation was a part of the 2011 Communications Academy for System of Care Communities. Learn the benefits of involving youth in social marketing efforts and how you can support youth.
2. What is Social Media?
Any online platform or
channel for publishing
and disseminating
user-generated
content.1
Social media allows us
to engage with and
empower our
communities.
Connection
Access to information
1. http://heidicohen.com/social-media-definition/
3. Take it seriously!
Social media is
widespread.
In the U.S., social
networks and blogs
reach nearly 80% of
Internet users and
represents the
majority of Americans’
time online. 1
Half of all American
adults are using social
networking sites. 2
1. http://blog.nielsen.com/nielsenwire/social/
2. http://www.pewinternet.org/Media-Mentions/2011/Half-of-American-adults-use-
Facebook- other-social-networks
3. http://pewinternet.org/Reports/2011/Teens-and-social-media
4. Where Do You Start?
Develop a
strategy that
thinks about the
big picture.
Think P.O.S.T.
Social media is
not about
technology, it’s
about
relationships.
People first!
5. People
Select your target Demographic
audience. Map out information
how and why your Pew Internet and
audience(s) use American Life Project
social media. Social Technographic
Profile
Creators, Conversationalis
ts, Critics, Collectors, Joine
rs, Spectators, Inactives
Surveys and focus groups
6. Case Study: People
B2B Marketing
Males 35-44 years old
Spectators
LinkedIn
The average user age is
44 years old. 1
59% of users are male. 2
Your audience uses
LinkedIn to market
themselves and make
professional connections
7. Objectives
What kinds of
Map out end goals. interactions do you
want to have with
Decide on how you want your target
to interact with your target audience?
audience based on your
organization’s end goal(s).
Listening
Talking
Energizing
Supporting
Embracing
8. Objectives Case Study
Develop end goals:
Develop relationships with
prospective customers
Provide better customer
service to current customers
Learn how you can provide
services
Bring your customers into the
process of shaping your
products and services
Think about short term
goals:
Get 100 new customers
through social media
9. Strategy
Plan for how your Create a plan that
communication on starts small but has
room to grow.
social media sites
will accomplish your Think through the
end goal. implications of your
plan.
Be honest about the
risks.
Generate buy-in.
Put someone in charge
of managing your
social media presence.
10. Policies
Develop user
guidelines and policies
for your organization.
Develop a crisis plan to
respond to negative or
harmful posts.
Provide training for all
staff on effective ways
to use social media.
http://socialmediagovernance.com/policies
11. Technology
Social media isn’t about
technology, it’s about
relationships.
Select a technology that
enables community
members to not only
engage with your
company but also with
each other.
Select the technology
based on your target
audience.
Research who uses it and
for what reason.
12. Analytics and Measurement
Use data to see if
you’re meeting your
end goal, and to
make improvements.
On a monthly basis
track interactions.
Facebook:
likes, shares, comments
, posts, people talking
about this
Twitter:
followers, mentions, ret
weets, DMs, clicks
13. Think Across Channels
Social media doesn’t
exist on its own
Think through how your
relationships on social
media translate into
real world relationships
Connect your email
newsletter, website, offli
ne relationships, and
social media
All channels can serve
to enhance the other
channels
14. How to Get Started
Educate yourself
Play with social media in
your personal life Start slow to go far
Most companies have
Conduct an assessment only had formalized
of your organization social media programs
Determine how ready for 2.5 years so you’re
your organization is to not too far behind 1
launch into social media
Begin with popular
Decide on a budget platforms like
Based on your LinkedIn, Twitter and
organization’s social Facebook
media business maturity
level Develop clear goals
1. http://www.web-strategist.com/blog/2011/02/25/social-business-its-like-the-internet-in-1997/
15. Case Study
Provide an internal
training to employees
Develop simple social
media policies and
guidelines
Focus on LinkedIn – Track where your new
make sure everyone has contracts come from
a profile Ask how they heard
Make sure the profiles about you
are appropriate and Ask if they’re on LinkedIn
professional
Put links to your LinkedIn
Put someone in charge Company Page on your
Gather Analytics website and other
materials
Create a Company Page
Social media is any online platform or channel for publishing and disseminating user-generated content. It’s this ability for anyone to create and disseminate content that makes social media so powerful and so social. Social media is a powerful tool from on organizational perspective because it allows us to have transparency and accountability in a way we’ve never had before, in particular with large organizations and government agencies that previously have been inaccessible. Every individual can now publicly state their opinion, whether positive or negative, and because of the public nature of the space, that opinion is often listened to and taken seriously. Social media allows us as individuals to take our environment and engage with it and shape it in a way that I find empowering and exciting. At the organizational level we can take this accountability and transparency and empower people to engage with us and make the services and products we provide that much more useful and impactful. The other aspect of social media that I love is that access to information that we now have at our fingertips. People can now find out a lot of information and our organization, and the services or products we provide before meeting us. That’s why it’s important to have a strong online presence that highlights what your company has to offer.
Now I want to quickly go over some data about social media and how widespread it is. Regardless of your personal feelings about social media, it’s reaching a significant portion of the population and is here to stay, so it’s worth learning about.My goal is to share my passion about social media and provide you with some strategy tools that will help you to feel empowered to begin using social media on behalf of your company so that you can better serve your customers.The most important thing to take away from this training is to be strategic in your use of social media. The best way to ensure you give your social media presence the time it deserves is to take social media seriously, and to learn about it. As you see, Americans spend a lot of their time online and, in particular, on social networking sites. So it behooves your company to meet your audience where they’re at.
The question that a lot of organizations I encounter ask is, “what social media platforms should we be using?” Or, “have you heard of Pinterest, should we be on Pinterest?” However, from my perspective, that’s the wrong first question to ask. The first step any organization should take is to determine who their target audience is, and to develop a strategy centered around that audience. For those of you already on social media, take the time to step back and think about whether or not you have a clear strategy in place, if not, it’s never too late! And just like those organizations that are just getting started, take a people first approach. I encourage everyone to think POST. Today I’m going to walk you through a strategy development process that starts with People, moves on to Objectives, then Strategy development, and last but not least deciding on a Technology, or social media platform. It’s important to take the time to develop a strategy like this because you will have more success with your social media presence, and you will also be able to be intentional. The biggest – and most of the time – only cost associated with using social media is the amount of staff time it takes to manage your social media presence, and so without using this time intentionally it’s either wasted or misdirected. Let’s dive into the first step of the process, but before we do that I have a poll question.
The first step in the process is to select your target audience. Most of you probably already have a sense of your organization’s target audience. If not, once again, it’s never too late! A target audience can be defined as the group of people that your organization targets to benefit from the messages and services your organization provides. Map out who this group is and then segment them so that you can be more specific. Once you have your audience segments you’ll map out specific demographic information such as age, gender, race/ethnicity and household income. Knowing this information will help you to conduct research using the sources I’ve listed here to identify what social media platforms this group uses and why. Of course I encourage you to use national level data from organization such as the Pew Internet and American Life Project, but be sure to also do some surveys and focus groups in your own community so that you find out what people in your community are doing and why.
ABC Construction does medium sized construction projects with businesses. This means that they’re social media marketing will be what’s called “business to business” or B2B marketing because they’re not marketing to home owners, but to other businesses. So in their experience their target audience are businessmen aged 35-44. After going to Forrester they’ve found that this means their target audience is made up primarily of Spectators. Additionally, they can make an educated guess that the majority of their clients are on LinkedIn.
Next I would encourage your organization to map out some goals related to entering social media. A recipe for disaster is to enter social media just because you think you need to be there from a marketing perspective. Don’t get me wrong, it is important to be there from a marketing perspective, but that’s just the tip of the iceberg and if you’re using social media just to market, your audience will sense that and they won’t be interested in engaging with you. Now that you’ve determined who you want to reach on social media, determine why you want to reach them using that particular channel. 1. Listen - enter social media spaces and listen to what people are saying, this allows you to better understand your audience and what their wants and needs are2. Talk - communicate with your audience by sharing content and spreading messages3. Energize - empower influential and enthusiastic members of your target audience that are using social media and have done business with you4. Support - set up spaces and tools to allow members of your target audience that are already using social media to support each other (rather than just receiving support from your organization)5. Embrace - use social media to identify champions in your target audience and bring them into the work your company does
Now that you have some end goals in mind, it’s time to map out how you want your organization to actually go about meeting those end goals. This is where the actionable part of your overall strategy comes into play. • Create a plan that starts small but has room to grow. • Think through the implications of your plan. - Map out sample scenarios that might come up as a result of your engagement with your target audience on social media and then come up with a plan for how to handle them.• Get buy-in from key supporters and stakeholders. - Hold an informational meeting with the people who will be affected by your presence onsocial media and go over the risks and benefits. - Be honest about the risks but come up with ways that you are going to address them.• Put someone in charge of managing your social media presence, preferably someone who hasexperience using social media and understands your company and brand. - Recruit other people to help you monitor your social media presence daily.• Develop social media user guidelines and policies for your organization. - Conduct an internal training for all staff so that they understand the benefits of socialmedia and can start using it to further the goals of the company.• Outline business goals related to your social media strategy and then track those goals as you start using social media.• Develop a communications calendar outlining who will post content on each social media platform at what times on a regular basis.
An important aspect of your strategy that most organizations overlook is the development of user guidelines and internal social media policies. User guidelines are outward facing guidelines. By that I mean, they’re guidelines for your target audience encouraging them to use social media in a certain way. User guidelines help people to frame their experience engaging with your company on social media, they help to develop expectations about what your audience will be getting from your organization on social media, and they help to ensure that everyone remains respectful and kind. This is also important from a legal perspective because you’re able to build in a disclaimer and be very clear about your intentions in utilizing social media. The other important thing to establish is an organizational social media policy. This is an inward facing policy designed to support employees in using social media to support the vision and mission of the organization. Of course you’re going to have your point person who’s managing your social media presence, but it’s also important to encourage and empower all staff – those that are interested at least – to use social media to develop professional relationships, provide better customer service. However, in order to empower your employees you need to be crystal clear about your expectations are and support them in using social media appropriately and successfully. This can be accomplished through staff trainings, and the development of a clear policy that encourages certain types of behaviors and interactions on social media sites. Once again, this is also important from a legal perspective so that you can take action if a crisis occurs, or if an employee is struggling to use social media appropriately. To develop a policy check out… as well as Mashable’s article: 10 must haves for your social media policy
After mapping out a strategy, you determine what social media platforms to use. There are a lot of new technologies out there, and no organization has the capacity to be on them all so you have to choose where you want to spend your time and energy wisely. The best way to determine what platforms to have a presence on is to look at your target audience and determine which platforms are structured in such a way, and are used by your target audience in such a way that you can establish a meaningful long lasting relationship with them. Not only that, but you want to think through how a platform supports your target audience’s ability to engage with other customers. Because social media is really about relationships, think carefully about how each technology supports the development of relationships. The other thing to take into consideration is how and why each platform is currently being used. If your target audience isn’t using the platform, or if they’re using it, but to engage with content that’s not related to what your organization does, don’t be on it! That being said, it’s good to pay attention to new and exciting platforms.
One of the overlooked values of social media is the data that your presence on social media generates. We call the data that we have access to about our social media presence, analytics. Analytics are powerful because unlike so many other things that we engage in, when we use social media we get to have instantaneous data about our success. Of course, the key is making sure that you’re looking at the right data and using it to further your progress to your goals. For example, a lot of organizations focus on how many likes they have on their Facebook page. And though this figure is important, it’s not what I look at to really determine if I’m using Facebook successfully to develop a relationship with my audience and empower them to also develop relationships. Someone liking a Facebook page is a one time action and doesn’t constitute an interaction with your organization. Therefore, on a monthly basis I track interactions such likes to a post, shares, comments, messages, etc. And on Twitter I track mentions, retweets, and direct messages. These are the analytics that help to focus on that bullseye that’s our end goal in using social media.
Now that you’ve gone through POST, you need to think about how to integrate your social media presence across your other communication platforms such as your website and print materials. A lot of organizations make the mistake of thinking that social media exists on it’s own and doesn’t really relate to other aspects of the business. However, the whole point of social media is to make your organization transparent, accessible, and to develop social capital through stronger relationships. And I don’t just mean online relationships, remember to think through how your online relationship translate into solid offline relationships. A good rule of thumb is to make sure that your website and all print materials indicate that you have a presence on social media.
The wonderful thing about social media is that it’s all user generated and so it’s open to all of us. We all have the same equal opportunity to become social media experts in our own right because there’s so much accessible information out there about social media. Read books, pay attention on Twitter, and follow Mashable to start learning. These are some great first steps that any organization can take to get started on having a successful social media presence.
To tie it all together let’s revisit ABC Construction and see some great first steps they’re going to take, which I would also recommend all of you take. Based on POST they selected LinkedIn as their social media platform of choice.