This document summarizes a social media workshop covering best practices for platforms like Instagram, Twitter, and Facebook. It provides tips on using hashtags, engaging followers, and tools for editing photos and scheduling posts. Analytics for measuring engagement on each channel is discussed. A case study shows how focusing social media efforts on Facebook for a dive company increased their reach, shares, and calls to action. The workshop concludes with a Q&A troubleshooting session.

1. Social Media Workshop
Workshop 1
Friday 24th July, 2015

2. Overview
• Instagram, Twitter and Facebook (Pages).
• Social Media Best Practice.
• Tools to Optimise SM Channels.
• Analytics & KPI’s to measure yourself by &
Competitor snapshot.
• Q & A/ Troubleshooting.

3. Instagram
• Instagram has around 300 million monthly
users (bought by Facebook in 2014).
• Pictures are square and Videos are short.
• Although the primary use is for real time
visual updates – it can be used as an effective
marketing tool.
• Instagram users LOVE Hashtags. Learn to use
them correctly and you will grow your
following.

4. Instagram
• Avoid Instagram filters. Either edit before posting
(Snapseed, VSCO) or use the new tweaks in
Instagram itself.
• Contextually appropriate hashtags (eg Koh Tao,
Roctopus Dive…) should go in caption. Targeted
hashtags should go in a separate comment box.
• Instagram engagement is key; use explore
function to like & comment on other posts.
• Establish your ‘Tone’ and regularly review your
gallery….delete old posts if they stand out as not
in line with your brand.

5. Twitter
• Twitter established the first ever hashtag back in 2009 as a
way to track community chat. It is essentially a micro-blog
• Hashtags are utilised functionally - #Travel #Photography
tend to be the most popular.
• Tweets with Photo’s are 50% more popular (click through).
• 142 characters or less means content MUST be bespoke…as
opposed to linked automatically (Exception = IFTT).
• 3 hashtags + means that users switch off and clickthrough
drops.
• Important for brands to be on Twitter to build reputation
and cement authority in niche industry (eg TTOT: travel talk
on twitter).

6. Facebook
• Facebook Pages are a little tricksy….but there are
a few easy ways to manage them.
• Hashtags are almost irrelevant on FB as users still
don’t search in the same way as
Twitter/Instagram etc. 2 is the max you should
use on any post.
• Storytelling is more important here: building a
community relies on engagement which relies on
a connection to the story.
• Links are the most popular form of post (e.g. your
own websites url/sharing others).

7. Facebook
The Facebook Algorithm
1. The more a follower interacts with you, the more he
or she will see your updates.
2. The more interactions you receive on an update, the
more other users will see it (with shares weighing the
most, comments the second most, and likes the third
most).
3. The newer an update is, especially if it is popular, the
more likely it will be seen.

8. Social Media Best Practice
• Don’t overuse hashtags. Twitter = 3 and FB = 2 and you
can go wild with Instagram….albeit in a separate
comment.
• ALWAYS EDIT PICTURES. There are stacks of free tools
for this so no excuses.
• Each platform is different. Bespoke accordingly. FB =
storytelling IG = beautiful images & Twitter = quick &
dirty.
• Be consistent. Analyse your best times & post then.
Don’t overpost: quality vs quantity rules.
• CONTENT IS KING….Be it images or copy – if your
content is crap, you won’t succeed.

9. Tools to Optimise SM Channels.
Photography
Snapseed, VSCO Cam, Hipstamatic
Efficiency
DropBox, Flickr, Latergramme, Hootsuite, Buffer,
TweetDeck, IFTT (if you only use one thing, use
this). Twitter Lists, Facebook Page Scheduling.
Copy
Grammarly, Hemingway, Feedly (for RSS feeds to
easily share).

10. Iconosquare IFTT
Snapseed

11. Analytics & KPI’s & Competitor
snapshot.
• Analysing your social media channels is easy
and super important if you want it to grow.
• Iconosquare for Instagram.
• Twitter Analytics.
• Facebook Insights.
• Across all platforms engagement is key – tap
into when and where your users are first, then
what they want to see and you shd be golden.

12. CASE STUDY: Roctopus Dive
From May 10th – June 25th.
• FACEBOOK
Average Reach +270%
Average Shares increased +550% from 2 – 13
Call to Action (Book Now) jumped from weekly average of 2 to 8.
In real terms this means that the ROI having a focus on Facebook = 10.2 (based on 60%
conversion).
• INSTAGRAM
+26% (200) increase in followers
+33% Likes
• TWITTER
+27% more followers.
+187% spike in reach!

13. Q & A/ Troubleshooting.