This document provides an overview of developing an effective social media strategy in 3 sentences or less: The presentation outlines a sample social media workflow involving publishing content, shortening URLs, sharing on social networks, and measuring engagement. It also defines key metrics for measuring performance and lists common tools for tracking engagement. Finally, it discusses aligning metrics to strategy and reviewing performance on a quarterly basis.

1. Social Media
Strategy:
Produced by Tony Roberts
for EADI
based on original presentation
Created by Vanessa and Colin Rhinesmith
and shared on Slideshare
This presentation is licensed by Tony Roberts
under a Creative Commons Noncommercial Attribution Share Alike 3.0 Unported license.

2. Table of Contents:
 Review & Expectations
inc. yesterday's questions
 Social Media Work-flow
 Metrics for Measurement
 Definitions & Tools
 Aligning metrics to strategy
 Resources

3. Answers:
Qu.1. Why does Google analytics report
different stats than my web server stats or
other analytics tools?
Ans.1.
http://support.google.com/googleanalytics/bin/answer.py
Ans.1. Compare apples with apples i.e. stick
with Google Analytics and compare week on
week and month on month
Qu.2. Survey Monkey & other provide 'best
practice' examples of questions - both
quantitative & qualitative. See
http://www.questionpro.com/a/showSurveyLibrary.do?su
http://de.surveymonkey.com/
Qu.3. Alumni & Corporate brainstorm

4. Social Media
Work Flow

5. Sample Social Media
Workflow:
 Step 1: Publish an editorial, personal story or research piece to
website or blog
 Step 2: Shorten the URL using http://bit.ly/
 Step 3: Tweet about story & share short link on Twitter
 Step 4: Comment on Facebook status & share short link
 Step 5: Monitor
Beware of Automation: and measure success
Cross posting between your blog,
 Step 6: Modify practice on basis of
Twitter and Facebook might seem lessons learned i.e. was it
easy, be sure to treat each space
viewed / re-posted more on Twitter or Facebook? Would picture or
separately. Online users do not like
video help?
automated content and are quick to
call out offenders.

6. Step 1: Publish Your Story
l

7. Step 2: Use Bit.ly to Shorten
URL

8. Step 3: Share Link on Twitter

9. Enable Sharing
Top Tips to get amplified (shared, retweeted, re-posted)
Add Value
Be Sensational!
Use photos, infographics, video
Add This: social media buttons
https://www.addthis.com/get/sharing#.T_NgmUilgUQ

10. Step 4: Share Link on
Facebook

11. Step 5: Measure Success
(Bit.ly)

12. Step 6: Measure Success
(Facebook)

13. Step 7: Measure Success (Google)
http://www.google.com/analytics/

14. Step 6: Learn Lessons

15. Metrics
for Measurement

16. Definitions
exercise
Hits
Pageviews
Unique Visits
Bounce Rate
Visibility Time
Other

17. Tools
exercise
(Press Clipping Service)
[Google Alerts]
Google Analytics
Facebook Insights
Linked-In Analytics
Bit.ly
Klout
SocialMention
TweetReach
Other

18. Aligning Metrics
with Strategy

19. Strategy Management
 Gain internal consensus around strategy
 Secure resources to implement
(Adwords – intern – extra hours)
 Assign staff responsibilities
 Establish internal use policies and user guidelines of
what you deem appropriate as well as inappropriate
 Quarterly review against agreed indicators

20. Measure Success
 Set Up analytics tools to measure progress against your social
media strategy
 Create management sub-set of indicators to report back to boss /
team / Board
 Quarterly review against agreed indicators

21. Buy Success
Google Ads
http://bit.ly/BuySuccessOnGoogle
Linked-In Ads
http://www.linkedin.com/advertising
Facebook Ads
http://www.facebook.com/advertising/?pages

22. What Are Your Next Steps?
 Please take 30 minutes to review your draft strategy, success
indicators, tools & tactics and think about
3 solid next steps that you will take this month.
 Discuss your next steps with your partner and be prepared to
share them with the group.

23. Conclusion:
Websites, blogs, social networks are just tools – garbage in – garbage
out.
Analytics tools are not analysts – the data that they produce requires
intelligent interpretation by humans.
 Take your time learning how to use the tools effectively
 Identify the tools best for your organisation / strategy
 Respect your capacity and the resource/time capacity of your
organisation
 Be flexible and dynamic: your operating environment and your
target users are.

24. Resources

25. Resources:
The Social Media Guru
http://www.youtube.com/watch?v=ZKCdexz5RQ8
Web Analytics
http://en.wikipedia.org/wiki/Web_analytics
Google Analytics
http://www.google.com/analytics/
Facebook Insights
http://mashable.com/2010/09/03/facebook-insights-guide/
Bit.ly
http://techpresident.com/blog-entry/measuring-social-media-impact-bitly-vs-google-analytics
What your Klout Score Really Means
http://www.wired.com/business/2012/04/ff_klout/

26. Resources:
Return On Investment Calculator for Social Networking
http://www.frogloop.com/social-network-calculator
The ROI of Social Media
http://nten.org/blog/2008/01/11/the-roi-of-social-media
5 Ways to Measure your Social Media
http://www.fuzzone.com/blog/919/social-media-marketing/5-wa
What Does a Social Media Strategy looks like?
http://blog.coherentia.com/index.php/2010/07/what-does-a-soci
Add This: social media buttons
https://www.addthis.com/get/sharing#.T_NgmUilgUQ

27. Tony Roberts, ICT4D Centre
Royal Holloway, University of London
Contacts:
Thank you!
tonyroberts@hotmail.com
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Based on an original presentation given by Colin Rhinesmith
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