The document discusses content strategy and social media techniques. It introduces the speaker and their experience in communication and digital media. It then defines content strategy as knowing your message, audience, channel, and how to measure success. It provides details on using different social media channels like Facebook, Twitter, Instagram, LinkedIn, Reddit and Pinterest based on their purposes. It emphasizes adding value to conversations by saying the right thing to the right people in the right place.

1. LinkedInstatwitbooktrest
Navigating the Social Seas

2. Why we are here today
• What is Content Strategy
• Social Media Techniques
• Talk “with” not
only “at” your audience
• Be authentic
Add value
• University of Arkansas SM

3. Justify My Existence
• Christopher Spencer, 15 years in the
communication game: Print, online, analytics
• Former newspaper reporter for the Arkansas
Democrat-Gazette (1999 – 2004), Morning News
of Northwest Arkansas (2005 – 2009), El Dorado
News Times (1998 – 1999)
• Founded Ozarks Unbound (2009 – 2011) and
WordCamp Fayetteville (Fourth year in July 2013)
• Work currently as a digital media strategist for the
University of Arkansas (2011+). Taught digital
journalism class last semester

4. What is Content Strategy?
How to Get Your Work Read

5. What is Content Strategy?
Source: U.S. Bureau of Labor Statistics

6. What is Content Strategy?
• Know your message
– Does what I say contribute value to the
conversation?
• Know your audience
– What does my audience want?
• Know your channel
– Is this the right channel for your message?
• Know your success
– Measure your performance and monetize it.

7. Know your channel
Source: Social Barrel

8. Know your channel
Source: Social Barrel

9. Know your channel
Source: Social Barrel

10. Know your channel
Source: Social Barrel

11. Know your channel

12. Know your channel (Shorthand version)
• Facebook: The new Yellow Pages for
businesses
• Twitter: The place for quick-hit engagement
• Instagram: Feeds Facebook and Twitter with
visuals
• LinkedIn: For your professional set
• Reddit: A community that rewards thoughtful
discussion
• Pinterest: A place to show images

13. Know your success
• Choose a Key Performance Indicator (KPI) and
set goals based on it
– I’ll have a 200 followers on Twitter in two months; I’ll
generate 1000 like in three months
• Look at types of data available and begin to
create a strategy from that data
– Facebook has insights, websites have Google
Analytics. All sites have some statistics
• Determine the monetary value of your activity
– What’s a conversion for you? Aka, what’s meeting
your goal.

14. Add value to the conversation
Say the right thing
• … to the right people
• … in the right place
• … and read their reaction