The document provides guidance on essential digital tools and strategies for staying current online. It notes that individuals absorb large amounts of data daily through social media and the internet. While social media is an important tool, it does not guarantee success on its own and thousands of followers do not directly translate to action. The document recommends establishing a website as the core online presence and using other tools like Twitter, Facebook, LinkedIn, and blogs in a tailored way to engage different audiences and spread messaging and brand awareness. It emphasizes testing various strategies to learn what content and channels resonate best with one's specific audience.

1. Morra Aarons-Mele
@morraam
Staying Current
The Technical Tools You Need and the Ones You Don’t

2. Assess Your Needs
Money
Email
Addresses
Media
Consumers Elites
Brand eCommerce
Awareness
Advocacy

3. What You’re Up Against
• Each day, US adults absorb:
– 34 GB data over 11.8
hours (USCD)
– 65% of online adults use
social media (Pew)
– Adults using the internet as
primary news source up 17%
between 2009-2010 (Pew)
– 1 in 4 adults accessed most
of their 2010 campaign news
online (Pew)
– 3-fold increase from 2002

4. Social Media is not a Silver Bullet
• Social media isn’t a SOLUTION, it’s a tool that can be deployed
strategically in support of a larger organizational or campaign goal.
• A brilliant social media strategy cannot compensate for a campaign
or organization that lacks a strong, memorable brand.
• Social networks are the interactive visibility tool of the digital age
• Thousands of followers or “likes” don't directly translate action
• Social networks are only one tool at your disposal

5. Essential Tools
• Your essential tools will depend on your blog’s
goal
– Image-driven?
– Vlogging?
– Written word?
– eCommerce?
• You don’t need to (and shouldn’t) do
everything

7. Baseline: Website
Your website houses your content
Content’s purpose:
• Who I am (delivering on the brand promise)
• How/where you can join me
• What I’m doing and why it’s important
• Who pays the bills/Contact/Customer Service
Most people won’t come back to your site voluntarily…you need to go
out and get them

8. Use Your Channels for Messaging
Getting to know you
• Search engine visibility
• Presence on major platforms and networks
• Supplement w/ ads if appropriate
Building the Relationship
• Twitter (especially to engage media and influencers)
• Email list
• Know what your competitors/colleagues are doing
• Influencers
Niche marketing, not mass
• Use channels to tailor your message and make it relevant
• Build relationships

9. Different Channels Reach
Different People
• Know who you want to reach
• Engage with the social channels that will most
benefit you
• Don’t create social profiles simply for the sake
of having them
– Quality > Quantity!

10. Twitter: Connect directly with
influencers

11. Facebook: Connect directly with
consumers

12. LinkedIn: Connect with colleagues

13. Instagram: Connect visually

14. Pinterest: Connect visually

15. Your Blog: Tailoring the Message
• Share unique
information with
assets
(e.g., video, photos)
• Be yourself!
• 600-800 words
• Great
headlines, tags, categ
ories help SEO
• Link & blog roll

16. What’s working best?

17. Don’t get discouraged
• You need to learn what your audience
responds to
– This may take some time!
• Don’t be afraid to throw lots of stuff at the
wall and see what sticks
• Adjust your strategy accordingly