WordWrite presents on developing content and how not to annoy your fans and followers at VisitPittsburgh's Tweet, Like + Be Social event.

1. How To Lose Followers
And Alienate Fans - Not!
WordWrite Communications
VisitPittsburgh | May 18, 2012
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2. Follow us! #somepgh
@wordwritepr
www.facebook.com/wordwritepr @paulfuriga
@justhollieg @emmasreallytall
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3. How old is Twitter?
a. 8 years old
b. 3 years old
c. 6 years old
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4. How long have you used Twitter?
a. 1-2 years
b. 3-4 years
c. Since day 1
d. What’s Twitter?
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5. How do you use Facebook?
a. I post on behalf of a brand or
organization
b. I only use Facebook for personal
purposes
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6. Developing content
• Social media should not
be used as a bullhorn
– A proper balance of
self/brand promotion,
industry news and actual
engagement with fans and
followers is needed
– YES, actual conversations!
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7. Key Takeaway – 1/3 Rule
#SM content should follow
the 1/3 rule:
•1/3 self promotion
•1/3 industry/local news
•1/3 engagement with fans
and followers #somepgh
Content is King; engagement
is Queen. And, SHE rules the
Land! #somepgh
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8. How to alienate your Twitter followers:
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9. How to engage your followers
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10. But how do I do all that AND my other
responsibilities?
• Social media calendars
– Themes for the month
– Posts around holidays/
events/ seasons
– Weekly feature
• Schedule
– Hootsuite* (be careful with Facebook
posts b/c “share” is removed)
– Most industry news and self
promotional posts can be
scheduled
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11. Key Takeaway
• Use social media calendars and scheduling tools
to manage #SM time and balance content.
#somepgh
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12. So how do I know if I’m boring
people?
• Content should vary across all networks
– Don’t link accounts
– Different network, different purpose.
Change content accordingly
• Gauge interest occasionally
– Create a simple post that specifically
asks for interaction
• Test, test, test!
– You won’t know what your audience
likes unless you try.
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13. Key Takeaway
• Vary #SM messages across platforms
#somepgh
– Listen
– Use photos/ video – 80-90%
– Mix it up – links, polls, video
– Never rely on just one form of post
– Change cover image and background
frequently.
– Use “call to actions” in your posts. Active
verbs!
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14. How would you word the post?
• It’s Groundhog Day, write
a Facebook post to
promote a Sheetz
breakfast sandwich.
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15. How they did it
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16. How would you write it?
• Mother’s Day is
approaching and you
need to get people into
your jeans store for a
promotion. How would
you craft your tweet?
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17. How they did it
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18. How would you post it?
• You are Coca-Cola and you
are looking for a fun way to
engage your Facebook fans
this afternoon, what do you
post?
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19. How they did it
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20. A few words about WordWrite . . .
• A PR firm with the most valued public relations
model in the world (StoryCraftingSM).
• Combined 131 years PR, journalism and marketing
experience among staff.
• A “small giant” built on guerrilla strategies:
– Created our own “secret sauce” in StoryCraftingSM
– Use StoryCrafting to reposition us at the front end of the
marketing value chain
– Smart application of complementary tools and
processes (Hubspot)
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21. Our gift to you…
• Visit www.wordwritepr.com/visitpittsburgh to
download samples of our:
– Annual social media calendar
– Social media overview
– “We’ve Gone Social” communication document
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22. Helpful #SM resources
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23. Thank you! Questions?
Linked In:
www.linkedin.com/companies/wordwrite-communications
Twitter: @wordwritepr
Facebook: www.facebook.com/wordwritepr
Online:
www.wordwritepr.com
www.wordwritepr.com/blogstorytelling
paul.furiga@wordwritepr.com
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