The presentation discusses social media goals, tactics, and tools for professionals, outlining how to establish social media goals and strategies, understand platforms like Twitter, blogs, and Facebook, and generate engaging content for different channels. It also provides tips on social media structures within organizations and establishing social media policies.

1. Sarah Evans
@PRsarahevans
sarah@sevansstrategy.com
#socialIRL
www.sevansstrategy.com

2. What you will leave with today:
**Subject to change.**
• Social media goal(s)
• Ideas for social media workflow
• Outline of social media tactics
• A better understanding of “how to” use
the tools available to you
• Exercises and activities applicable to
your clients or profession

3. Social media is another tool.

4. Just like this.
• Community outreach
• Public relations
• Crisis communications
• Fundraising
• Personal
• Customer service

5. Channels for interacting, using accessible publishing
techniques. Social media use web-based technologies to
transform and broadcast media monologues allow the creation
and exchange of user-generated content.” -Wikipedia
WHAT IS IT?

6. 51% Get News From
'People They Follow’
(Pew Survey)

7. “Shareable
Moments”
#socialIRL
Image courtesy of Knowem.com

8.
nteed!
Guara
5 minutes (or less) of
Shareable Moments
(Tag #socialIRL)

9. “The overwhelming majority of
Americans (92%) use multiple
platforms to get their daily
news.”
(Source: Pew Research Center’s Internet & American Life Project and
Project for Excellence in Journalism)

10. Americans spend 57 minutes a
day getting news from
traditional media (same as in
2000) and AN ADDITIONAL 13
minutes each day consuming
news on the web.
(This doesn’t include mobile.)
Pew Research Center, September 2010

11. 95% of online shoppers conduct research
before making a decision
60% of online shoppers always or often
use search engines
(Credit: Compete Online Shopper Intelligence Study)

12. The average social network
user is 37 years old.
(It’s 44 on Linkedin.)
(Credit: Pingdom)

13. 79% of the 100 largest Fortune
500 use Twitter, Facebook,
YouTube or blogs to communicate
with customers, with Twitter as the
platform of choice.
(Credit: Burson-Marsteller Fortune Global 100 Social Media Study)

14. “1 in every 3 online Americans is
a conversationalist, someone
who updates their status on a
social networking site such as
Facebook or posts updates on
Twitter at least once weekly.”
(Credit: Forrester)

15. Billions of pageviews
Image courtesy of @Jess3, March 2010

16. The Geosocial Universe
Image courtesy of @Jess3, August 2010

17. In the U.S. our relationship with news
is:
PORTABLE, PERSONALIZED &
PARTICIPATORY

18. Know what you want to accomplish.
(This is your goal, your strategy!)
•
•
•
•
•
•
•
•

19. 3
minutes
STOP Exercise Time.
,
What is/are your goal(s)?
Goal 1: To _______ (verb) (audience)
(measureable outcome) by (date).

20. Quick overview on the “Big 3”:
Twitter, Blogs and Facebook

21. Understand the communities
Social
Privacy
Time
Content
Monitor
investment
genera4on
Microblogs
Very
high
Varies
High
Moderate
Yes
Facebook
High
Varies
High
Moderate
Yes
Photo/Video
Moderate
Varies
Moderate
Very
high
Yes
Blogs
and
Moderate
Very
low
Very
high
Very
high
Yes
forums
Loca4on-­‐ Varies
Low
Low
Low
Yes
based

22. What are you doing?
Engaging, customer service, some
promotion, listening, producing
content…

23. Twitter
Initial Twitter outreach Suggested routine
• Find people to follow You share, too!
• Observe how others in your
communities or tribes interact
• Spend more time replying to,
retweeting (RT) or mentioning
(@twitterID) those you hope
to interact with
• Ask questions which
encourage response and allow
people to talk about
themselves
• Share helpful news, tips and
resources
• Watch and listen

24. It’s all about the retweet.

25. @RSHotel AWESOME friends in
@Mashable post! @KeithBurtis
@Chrisbrogan @jessicarandazza
http://bit.ly/9GnCBm
Best Practice!
• Shares an article where Twitter followers are mentioned
• Recognizes others
• Includes a shortened URL for tracking purposes and ease
• Leave enough characters to retweet

26. @mattroyse 10 iPhone Apps to
Manage Your Job Search on the
Go http://ow.ly/1o3L5u
Best Practice!
• Good
informa;on
• Promo;ng
someone
else’s
blog
• Shortened
URL
for
tracking
purposes
• “ Top
10”
posts
typically
garner
a
lot
of
aJen;on

28. State of the Blogosphere: 2009
• The blogosphere continues to be
dominated by male, affluent and educated
bloggers
• Bloggers use Twitter far more than the
average person and microblogging is
changing blogging habits
• More bloggers are making money, but
most don’t make any
• Most bloggers are “hobbyists” and are
driven by personal fulfilment rather than
financial gain.

29. Blog
What to post? Suggested routine
• Added commentary or • 1 to 2 blog posts per
insight on national week
issue
• Check comments 1 to 2
• Guest post times, daily
opportunities from
member hospitals • Share blog posts via
• Reblog/post content (as other social networks
appropriate) (as appropriate)
• Do not repurpose
memos or press
releases as blog posts

30. Blogging tips
• Know in advance what • Use descriptive titles for
you want to write about your posts
(e.g. editorial calendar) • Include images (or
• Be authentic other interactive media)
• Create original content • Link to other related
• Your post is not a press posts
release • Promote one another’s
• Use language your posts
audience uses • Leave comments on
• Share about timely and other blogs
relevant events • Respond to comments
on your posts

31. It takes, on average,
five activities to draw an
audience to your site.
-State of the Blogosphere 2009

32. Create a tactic grid

33. What about pitching bloggers?
Dual roles: Bloggers pitching bloggers

34. Facebook
What to post? Suggested routine
• Check out who is talking • A suggested routine
about health care on outline is in the
your social networks “Training” packet.
and respond to them
• Post links and
commentary to
essential articles
• Congratulate a
contributor or
partnering hospital on
an accomplishment

35. It’s all about the “like.”

36. Today's Fan Note: On CNN and CNN.com
* "Avatar" director James Cameron is on
"Larry King Live' TONIGHT at 9 ET *
VBS.TV on CNN.com: Meet the
bulletproof clothing tailor * Go inside the
Tea Party movement, Tomorrow 6 am ET
Watch director James Cameron…
Best Practice!
• Example
of
a
Facebook
“note.”
• Special
message
for
fans
of
CNN,
exclusive
content
• Posted
the
note
on
their
Fan
Page
wall
• Generated
hundreds
of
comments

37. 7
minutes
STOP Exercise Time.
,
Let’s practice: Teams of 3
You just came across breaking news that lists your profession as the
number one profession in the United States. You have a community
that would appreciate knowing this.
How would you share that information via Twitter, your blog and
Facebook?
Write out the following:
1) Your 140-character message (Twitter)
2) Your 160-character message (Facebook)
3) The headline of your blog post

38. Random Fact: The median age of a Facebook user is 26.
15-MINUTE BREAK

39. What role does social media
play in your organization?
Q&A Segment
You ask, I’ll share.

40. 60% of B2B don't have a staff
member who is dedicated to
social media marketing.
Less than half (46%) of B2C
lacked a full time social media
staff member.

41. It might not be a fit for you if...
• Your staff totals one and you are currently
responsible for all communications
• In a highly regulated profession with legal
implications
• Don’t feel comfortable or can’t get buy-in
from executives
• Not sure if your consumers are on social
media or want to be interacted with via
social media

42. EXERCISE:
‘How can we integrate social
media content generation into
our current work?’

43. 5
minutes
STOP Exercise Time.
,
Let’s practice: By yourself
I’m going to share a copy of a chart in the next slide. I
want you to make a similar one.
Left column: Top communication vehicles you currently
use + add 1 or 2 social media platforms you already or
would like to use
Top column: Your company’s mission statements,
focus, brand sentiment or goals

44. Content Generation
TOOL
Advocate
Enhance
Cost-­‐ Research
and
Educa4onal
Image
effec4ve
analysis
forums
Programs
TwiIer
Facebook
Web
site
Blog
Flickr
YouTube

45. Random Fact: 35% of Twitter users live in urban areas.
10-MINUTE BREAK

46. Before we populate the tool you
just created, it’s time for more
Q&A.
Ask anything about
1) Content generation; or
2) Engagement

47. TOOL
Advocate
Enhance
Cost-­‐ Research
and
Educa4onal
Image
effec4ve
analysis
forums
Programs
TwiIer
Hashtag
support
#
Follow
XXXX
Weekly
live
Aggregated
Promote
chat
TwiJer
feed
of
programs
XXXXXX
Facebook
Share
news
and
Fan
XXXXXX
User-­‐
informa;on
generated
content
Web
site
Link
to
Transcript
of
Streamline
and
online
weekly
live
present
info
accounts
chat
Blog
Personal
commentary
Guest
posts
Aggregate
content
Flickr
Events
Recap
events
Charts
and
graphs
YouTube
Keynotes
Video
recap
Video
response/
tes;monials

48. TIPS for Aggregation and
Information Overload
• RSS feeds
• Google Reader
• Alltop
• Apps
• Mobile alerts

49. Random Fact: 10% of internet users in households earning
more than $75,000 tweet.
10-MINUTE BREAK

50. EXERCISE: Engage +
Content (Teams of 3 or 4)
Through online monitoring (or listening) you notice
a trend in conversations praising your organization.
1. What do you do?
2. How do you respond?
3. How do you share the information?
4. What is your plan to engage?

51. Think:
• Portable = “I can take it with me.”
• Personalized = “I can customize.”
• Participatory = “I can join in.”
Credit: Pew Internet Research, “U.S. Relationship with News”

52. What’s next? It’s not about the
“next” Twitter or “Foursquare.”
It is about bringing structure,
focus and strategy to the idea
of social.

53. Identify the businesses’ social media structure
• Often seen in large multi
national companies (e.g. HP ,
IBM)
• Business units are given
individual freedom to deploy
as they see fit, yet a common
experience is shared amongst
all units
• Requires constant
communication from all
teams to be coordinated
• Requires considerable cultural
and executive buy in, as well
as dedicated staff.
This
is
the
brainchild
of
Jeremiah
Owyang
(@jowyang).
He
shares
five
models
at
www.web-­‐strategist.com.

54. Integrate into an existing business plan
(e.g. marketing and communications)
• It doesn’t have to be a turf war.
• This is ANOTHER part of your outreach.
• Add metrics (even if this is a benchmark year)
– High level metrics:
• Goal: Foster dialogue; Measure: Share of voice, Audience
Engagement
• Goal: Promote advocacy; Measure: Active advocates,
Advocate influence, etc
– Mid-level metrics:
• # of clicks
• Retweets, “Likes”
• Comments
• Online sentiment

55. Establish social media policy
(Or integrate with existing communications policy.)
• Identify who can say what, when
and where
• Know when you will/will not respond
• Crisis communications
• Sustainability
• Exit strategy
• Do employees need training?
• Examples of appropriate social media use
versus abusing time online

56. Examine your workflow, change as necessary.
• It’s not about working more, but
working better
• Creates a process, a system…a habit!
• Eliminates confusion
• Break down tasks
– Listen
– Respond
– Delegate

57. Integrate listening
Get serious about online observation (even if you’re not going to participate)
• Niche networks: Do you have a private
or niche network?
• Trending topics: Make a national trend
local based off of conversations

58. What social media users want
• Think about:
– What platforms you
want to use
– Who is there
– How they want to be
reached
– What you want them
to do

59. "After six solicitations a year, the
likelihood for long-term loyalty
diminishes significantly.”
-George Rubanenko, Blackbaud

60. How do you monitor? <for free>
• Set up Google Alerts
• Think about every term you need to monitor as part of
your communications and public relations efforts. This
may include:
– You
– The company name
– Company CEO and/or executive team
– Company spokespeople
– Competitors
– Highly visible employees
– Key stakeholders/shareholders/investors
• Google Alerts may not pick up every mention of your
keywords.
• Use Nielsen’s BlogPulse - http://blogpulse.com

61. How do you monitor?
• Track social networks
• Set up Tweetdeck to manage
syndication, schedule tweets and
gather Twitter analytics.
http://tweetdeck.com
• Set up Twitalyzer. It’s the most
sophisticated Twitter analytics tool
available.
http://twitalyzer.com

62. Tools and Resources
• Oneforty – A list of all third-party applications ( • Bit.ly – URL shortener (http://bit.ly)
http://oneforty.com) • J.mp – A shorter version of bit.ly (they are one and the same…
• Tweetdeck – Third-party application to manage Twitter simply a shorter version of its predecessor) (http://j.mp)
accounts (http://tweetdeck.com) • Google Reader – RSS aggregator (http://google.com/reader)
• Search.Twitter.com – Twitter search (http://search.twitter.com) • Google Alerts – Aggregates online mentions (
• Twellow – Identify people to follow based off of details in their http://google.com/alerts)
Twitter bio (http://twellow.com) • Addict-o-matic – Digital dashboard (http://addictomatic.com)
• WeFollow – Identify people to follow based off of how they • Blog Pulse – Supplement to Google Alerts to find mentions in
classify themselves (http://wefollow.com) blog posts (http://blogpulse.com)
• Tweetphoto – Photo sharing service (http://tweetphoto.com) • Quarkbase – Overview of monthly web visits and other analytics
• WTHashtag – Top resource for tracking hashtag mentions (http://quarkbase.com)
(http://wthashtag.com) • Board Tracker – Find brand mentions on online forums and
• Twitalyzer – Most sophisticated Twitter analytics tool ( discussion boards (http://boardtracker.com)
http://twitalyzer.com) • Pitchengine – Social media release platform (
• Listorious – Aggregator of Twitter lists (http://listorious.com) http://pitchengine.com)
• Flowtown – Import current email addresses, locate social • HelpAReporter – Free media opportunity network (
networks (http://flowtown.com) http://helpareporter.com)
• Flavors.me – Aggregate online profiles in one place ( • SocialMention – Analytics and sentiment (
http://flavors.me) http://socialmention.com)
• Help a Reporter Out – Media opportunities ( • Twellohood – Find people tweeting by location (
http://helpareporter.com) http://twellowhood.com)
• Pitchengine – Social media release and newsroom ( • Mail Chimp – Email campaign platform (http://mailchimp.com)
http://pitchengine.com)
• Knowem – Find where your name is available and secure it
(http://knowem.com)
• Alexa – Find details about your Web site and audience (
http://alexa.com)