Victoria Edwards presented on tips for staying sane while working in social media. She has over 10 years of experience in digital marketing. She discussed the importance of having a social media content strategy, creating a content calendar, and properly monitoring and triaging comments on social media. The presentation provided examples of organic versus paid social media content and how to test content for better results. It also emphasized creating a content marketing calendar to strategically plan content in advance.

1. Mindfulness in
Marketing
PRESENTED BY VICTORIA EDWARDS
SENIOR MANAGER, SOCIAL MEDIA
GUIDEWELL CONNECT
@TALLCHICKVIC
Tips on How to Stay Sane, While Working in
Social Media

2. About Me
Over 10 years of experience in digital marketing
Work for GuideWell Connect, a provider of
consumer sales, marketing and engagement
solutions for health plans across the country
Blog for Search Engine Journal
@TALLCHICKVIC

3. Overview
1. Social Media Content Strategy
2. Content Calendar Creation
3. Monitoring and Triaging Comments
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4. @TALLCHICKVIC
Pages may see their reach, video watch time and
referral traffic decrease. The impact will vary from
Page to Page, driven by factors including the type
of content they produce and how people interact
with it. Pages making posts that people
generally don’t react to or comment on could
see the biggest decreases in distribution. Pages
whose posts prompt conversations between
friends will see less of an effect.
~ Adam Mosseri, Head of News Feed

5. Relevant vs Irrelevant
Focus on content that leads to a discussion
Posts about events that focuses on your
communities
Partner up with other brands/organizations to
cross-pollinate your content
Irrelevant and frequent posting can lead to
brand fatigue
Awareness events that are of value to your
community
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6. @TALLCHICKVIC

7. Organic vs Paid
You NEED budget to compete in social media
Focus paid content that can reach the vital
objectives your client wants
Organic should be a focus, but set
expectations, especially your client's
Get your community involved to make your
organic content work better for you
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8. Organic vs Paid
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Organic Content = Advocacy & Emotion
Paid = Impressions, Reach & Leads

9. Organic
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10. Organic Examples
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Events
Awareness months/days
Collaborating with other brands or organizations
Tips & how to's
Quotes (cinemagraphs)
Videos

11. Paid
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12. Paid Examples
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Products and services you provide
Promoting new locations
Conveniences your brand provides (online booking)
Blogs (drives traffic to site)
Videos

13. Paid vs Organic - Video Stats
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People are 1.5 times more likely to a watch video daily on their
smartphone than on their desktop. ~ Facebook IQ
Facebook Videos Posts Have Increased By 94% Annually In U.S. ~
AdAge
47% of the value of Facebook video ads happens in the first three
seconds. ~Facebook
With over 8 billion average daily views and 100 million hours of video
watched every day, Facebook has become a top player in the social
media video landscape. ~ Sprout Social

14. Test Your Content
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Old Copy New Copy
200% increase in conversion

15. Content Marketing Calendar
Prevents "off the cuff" content that could have
been optimized for better results
Makes you and your team more strategic
Can plan content ahead of time
Helps you optimize timing of posting content
A way for you to plug in content other than
social to help build collaboration
Helps you plan content YOY
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16. Content Marketing Calendar
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17. Content Marketing Calendar
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Topic
Author
Platform
Go Live Date
Progress of Content
Platform
Organic/Paid
Other Notes

18. Content Marketing Calendar
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19. Monitoring and Triaging
Comments
92 % of consumers read online reviews when looking for
a local business
68 % of consumers will form an opinion about your local
business after reading just 1-6 online reviews
42 % of consumers won't use a business with less than a
three-star rating
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~ brightlocal.com

20. Monitoring and Triaging
Comments
Should be a part of initial go-live strategy
Determine who will manage and triage comments
Not always social media manager responding
Develop a decision tree
Develop a list of frequently asked questions and
responses
Communicate timeframe for response
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21. Monitoring and Triaging
Comments
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22. Monitoring and Triaging
Comments - Trolls
You will come across them
Stay calm and collected
Do not argue with them
Acknowledge their feedback and thank them
Do your best to get the conversation offline
If an individual is chronic and become a bully, block them
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23. Thank You
@tallchickvic
linkedIn.com/in/victorialedwards
victoria.edwards@guidewellconect.com
@TALLCHICKVIC