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H O W TO B E ST U S E
T W I T T E R & FAC E B O O K
A S L E A D P L AT F O R M S
NATO EXPERTS FORUM
@BrianHonigman
PURPOSE DRIVEN.
BECOME
@ B R I A N H O N I G M A N
WHAT IS A
LEADING PLATFORM?
@ B R I A N H O N I G M A N
BEST INVESTMENT
OTHER OPTIONS
vs.
@ B R I A N H O N I G M A N
A PORTION OF YOUR AUDIENCE IS
HIGHLY ACTIVE THERE.
@ B R I A N H O N I G M A N
OPPORTUNITY TO
WITH VALUE EQUAL
TO ATTENTION.
REACH NICHE
@ B R I A N H O N I G M A N
DRIVES ROI FOR
YOUR ORGANIZATION.
@ B R I A N H O N I G M A N
WHY ARE FACEBOOK &
TWITTER LEADING
PLATFORMS?
@ B R I A N H O N I G M A N
AUGUST 27TH, 2015
1 BILLION PEOPLE USED
FACEBOOK IN A SINGLE DAY.
@ B R I A N H O N I G M A N
@ B R I A N H O N I G M A N
@ B R I A N H O N I G M A N
@ B R I A N H O N I G M A N
FACEBOOK’S MOST AMBITIOUS PROJECT
PLANS TO USE DRONES TO BEAM FREE
INTERNET (WITH FACEBOOK INCLUDED) TO
DEVELOPING COUNTRIES
500 Million
Tweets Sent Daily
#IVoted
#Ebola
#Ferguson
#HeForShe
#CometLanding #Carnaval
@ B R I A N H O N I G M A N
@ B R I A N H O N I G M A N
@ B R I A N H O N I G M A N
20-year-old woman
SAVED from floods
in Yamaguchi area
due to Twitter.
@ B R I A N H O N I G M A N
@ B R I A N H O N I G M A N
How to Use Twitter & Facebook as Lead Platforms
LIMITED UNDERSTANDING
of how social media users behave on each channel.
@ B R I A N H O N I G M A N
LEADS TO…
Not sharing the right type of content.
Not making use of platform’s unique
feature sets.
@ B R I A N H O N I G M A N
LEADS TO…
Not sharing the right type of content.
Not making use of platform’s unique
feature sets.
@ B R I A N H O N I G M A N
FINITE ACCESS TO
RESOURCES
@ B R I A N H O N I G M A N
LEADS TO…
Not following a written social media strategy.
Lack of buy-in from higher ups.
@ B R I A N H O N I G M A N
LEADS TO…
Not following a written social media strategy.
Lack of buy-in from higher ups.
@ B R I A N H O N I G M A N
MORE DIFFICULT
to stand out on social platforms today.
@ B R I A N H O N I G M A N
LEADS TO…
Less results to show leadership.
M
@ B R I A N H O N I G M A N
LEADS TO…
Less results to show leadership.
More broadcasting on social media.
@ B R I A N H O N I G M A N
LACK OF INTEGRATION
across global social media teams.
@ B R I A N H O N I G M A N
LEADS TO…
Wasted time and poor resource allocation.
Misaligned messaging
prove ROI.
@ B R I A N H O N I G M A N
LEADS TO…
Wasted time and
Misaligned messaging and less results to
prove ROI.
@ B R I A N H O N I G M A N
STOP+ Refocus
@ B R I A N H O N I G M A N
How to Use Twitter & Facebook as Lead Platforms
Understand the psychology of the social
media users on that channel.
@ B R I A N H O N I G M A N
•To bring valuable content to one another.
•To define ourselves to others.
•To grow and nourish our relationships.
•For self-fulfillment.
•To get the word out about causes they care about.
Source: Psychology of Sharing Study via New York Times
*Helpful Wording
*More Information
*Aligned Language
*Mimic News Headlines
Source: Cornell Study
SHAREABLE TWEETS INCLUDE:
@ B R I A N H O N I G M A N
Focus on Each
Platform’s Unique Features
@ B R I A N H O N I G M A N
@ B R I A N H O N I G M A N
@ B R I A N H O N I G M A N
@ B R I A N H O N I G M A N
@ B R I A N H O N I G M A N
How to Use Twitter & Facebook as Lead Platforms
APPLY FINDINGS TO 

YOUR SOCIAL
MEDIA STRATEGY.
@ B R I A N H O N I G M A N
Create less,
promote
more.
–Salma Jafri
REPURPOSE YOUR CONTENT
@ B R I A N H O N I G M A N
39 secs
3 minutes
@ B R I A N H O N I G M A N
Reworded & reformat
existing content.
FB status can be
60K+ characters.
@ B R I A N H O N I G M A N
How to Use Twitter & Facebook as Lead Platforms
@ B R I A N H O N I G M A N
@ B R I A N H O N I G M A N
Consistency.
Personalization.
Association.
Innovation.
A B C
@ B R I A N H O N I G M A N
How to Use Twitter & Facebook as Lead Platforms
How to Use Twitter & Facebook as Lead Platforms
#pressfreedom
How to Use Twitter & Facebook as Lead Platforms
How to Use Twitter & Facebook as Lead Platforms
@ B R I A N H O N I G M A N
How to Use Twitter & Facebook as Lead Platforms
@ B R I A N H O N I G M A N
@ B R I A N H O N I G M A N
@ B R I A N H O N I G M A N
DESPITE CHANGES TO:
•EACH SOCIAL NETWORK
•THE LANDSCAPE
•YOUR STRATEGY
•YOUR TACTICS
•YOUR MESSAGING
@ B R I A N H O N I G M A N
CAN DRIVE THOUGHTFUL
USE OF TWITTER & FACEBOOK.
PURPOSE
@ B R I A N H O N I G M A N
THANK YOU!
@BRIANHONIGMAN
GET THE PRESENTATION:
bit.ly/brianatnato

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