This document discusses principles of effective social media strategy. It provides tips for developing a social media strategy including generating buzz, engaging audiences, and listening to stakeholders. Additionally, it addresses establishing social media policies, allocating sufficient staff and resources, and creating a culture receptive to social media within an organization. The document emphasizes testing strategies on a small scale and learning from successes and failures to improve social media efforts over time.

1. Leveraging Social Media:Understanding Strategy and Putting it into PracticeModule 2: Principles of Effective Social Media StrategyThis project is being generously supported by the David and Lucile Packard Foundation

2. Share PairsSomething you heard that was completely new to youSomething you thought aboutSomething that resonatedPhoto by Franie

3. Social Media Effective Use Check ListFlickr Photo by toby_maloy

4. Generate BuzzSocial ContentEngageListenSocial Media Strategy BlocksMovement Building with Multi-ChannelsSupport Overall Communications and Internet StrategySupports Offline Action, Change of Behavior, or Impact Outcome

5. Social ContentacticachesSocial Media: Tactics and ToolsMovement Building and Multi-ChannelGenerateBuzzListenEngage 10hr 15hr 20hrCrawl ………..……Walk …….…….. Run ……..…………….FlylLess Time

6. Share PairsSomething you heard that was completely new to youSomething you thought aboutSomething that resonatedPhoto by Franie

7. Strategy

9. Strategy

10. Source: Communications Network Listening Presentation OSI Foundation

11. Influencer complaining …Customer service issueRelationship buildingListening and Responding

12. Share PairsSomething you heard that was completely new to youSomething you thought aboutSomething that resonatedPhoto by Franie

13. Strategy

14. Conversation Starters

15. “It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ”Danielle Brigida

18. Strategy

23. Strategy

24. The Social Life of ContentCrawlFlyWalk Run

30. Social Media Outposts

31. Curated Social Content

32. Don’t Forget Mobile Content ….

33. Share PairsSomething you heard that was completely new to youSomething you thought aboutSomething that resonatedPhoto by Franie

34. Strategy

35. Platform for Self-Organizing

39. Share PairsSomething you heard that was completely new to youSomething you thought aboutSomething that resonatedPhoto by Franie

40. Capacity

41. Staffing

43. How much time does it take to do social media?

45. Culture

46. Perceptions Loss of control over their branding and marketing messagesDealing with negative commentsAddressing personality versus organizational voice (trusting employees)Fear of failure Perception of wasted of time and resources Suffering from information overload already, this will cause more

47. Social media policy template Encouragement and support

48. Why policy is needed

49. Cases when it will be used, distributed

50. Oversight, notifications, and legal implications

51. Guidelines

52. Identity and transparency

53. Responsibility