The document provides best practices for social media content and engagement for Tyler Convention & Visitors Bureau. It discusses types of content for platforms like Facebook, Twitter, Pinterest and Instagram. It emphasizes creating "sharable" content that adds value for audiences through humor, inspiration, practical tips and by relating to trending topics. The document also provides tips for finding content through curating, joining groups, letting others contribute and using tools like Hootsuite. It stresses developing a social media strategy and schedule, composing guidelines, sticking to a routine, training others and using a content calendar to plan in advance.

1. Social Media
Best Practices
Tyler Convention & Visitors Bureau
May 15, 2014
Tyler, Texas

3. Get these slides here::
http://sarahtpage.com/VisitTyler/

4. Agenda
Types of social media content
Creating “sharable” content
Where to find content
Keeping it real
Best practices
Great examples to copy

5. Types of Social
Media Content

6. Facebook Content
Photo
Link

7. Facebook Content
Status Update
Video

8. Profile Photo
or Avatar
User name
or handle
Hashtag
Mention
Twitter - Anatomy of a Tweet
Shortened
URL
Retweet

9. Twitter Content
Tweet

10. Twitter Content
Retweet

11. Twitter Content
@Reply

12. Pinterest Content
Pin

13. Pinterest Content
Video Pin

14. Pinterest Content – Rich Pins
Place Pin

15. Pinterest Content – Rich Pins
Article Pin

16. Pinterest Content – Rich Pins
Product Pin

17. Pinterest Content –
Rich Pins
Recipe Pin

18. Pinterest Content – Rich Pins
Movie Pin

19. Instagram Content

20. Instagram Content

21. Creating Sharable
Content

22. To bring valuable and entertaining content to
others
To define ourselves to others
To grow and nourish relationships
To get the word out about causes and brands
that I care about
Why People Share
Source: NYTimes Insights Group

23. … Ask yourself these 3 questions:
How does this add value for our audience?
How will this help or entertain them?
Why will the share it?
Before You Post …
Source: http://blog.hootsuite.cpm

24. K. I. S. S.
Keep It Significant and Shareable
Source: Brian Solis; Mashable

25. Positive Negative
Amusing Shocking
Inspiring Anger
Cute Fear
Illuminating Controversy
Make It Share-worthy
Source: http://blog.hootsuite.com
OMG!   OMG!?!?!

26. 8 Ways To Create Sharable Content

27. Create content that
shows fans you really
care
– Build strong relationships
– Make your brand feel like
a friend
1. Have a Heart
Source: http://blogs.constantcontact.com

28. Fans share
content that
helps them share
their identities
– How does your
product/service
help them do
that?
2. Discover What Drives Your Fans
Source: http://blogs.constantcontact.com

29. Humor is important
in connecting with
people socially
– How does your
brand elicit a
positive emotional
response?
3. Make Them Laugh
Source: http://blogs.constantcontact.com

30. Show how you care
about something
that matters
– Share what you
stand for
– Be inspiring, and
your fans will be
inspired to share
4. Take a Stand
Source: http://blogs.constantcontact.com

31. Be helpful
– Create “how
to” content
that addresses
your FAQs
– Share tips;
make things
easier
5. Provide Practical Value
Source: http://www.entrepreneur.com

32. Tie in your product
to the things people
are talking about
– How can you relate
to those topics?
– How can you
capitalize on them?
6. Relate to Trending Topics/Current Events

33. Get fans talking by
asking questions
– Avoid yes/no
questions
– Put nostalgia to
work
7. Ask Questions

34. It’s remarkable how
easily fans will do
what you tell them
– Want them to
“Like”? Ask them.
– Need them to
share? Tell them to.
8. Tell Fans What You Want Them To Do

35. Where To Find Content
and Save Time Doing It

36. 1. Curate

37. Keep current with blogs using Feedly

38. Develop a bookmarking system to
save and share content

39. Set up and use Google Alerts

40. Develop and use Twitter Lists

41. Start a Flickr Group and automate
your photo searches

43. If you agree to these rules, you can join the group
Only post pictures to this group for which you own
the original copyright or are in the public domain.
All pictures posted to this group may be used by
the Colorado River Trail in its various publications,
both print or online (including social media). We
will credit you as the photographer on any photo
that we use.
Only photos depicting the Colorado River Trail
region will be accepted. We reserve the right to
reject submissions to our Flickr group displaying
content we deem to be inappropriate or offensive
without prior warning. The Colorado River Trail
reserves the right to update the Group Rules.

45. http://tourism-tech.com/2012/02/24/need-flickr-photos-for-your-destination-automate-it/
Automate your photo searches

52. 2. Join/Start
Relevant and Helpful
Facebook Groups

55. Tourism industry partners group

56. 3. Let Others Do the
Work for You

60. 4. Use Hootsuite
or Tweetdeck

62. Keeping It Real

63. Insig

64. Best Practices

65. 1. Develop a strategy

66. First, Some Questions
1. Can you describe your business/organization?
2. What are your goals?
a. Generate sales
b. Brand enthusiasm
c. Loyalty
3. What is your relationship with your audience?
a. Awareness
b. Interest
c. Action
d. Advocacy
Source: Jay Baer
(http://convinceandconvert.com)

67. More Questions
4. How does your audience use social media?
5. Who will be your community managers?
6. What social media platforms will you use?
(Hint: Where is your audience?)
7. How will you be human (what is your
“voice”)?
8. How will you know when/if you’re
successful?
Source: Jay Baer
(http://convinceandconvert.com)

68. 2. Compose
guidelines

69. Do You Need a Social Media Policy?
• Maybe. Just keep these basics in mind:
– Be polite
– Be honest
– Be open
– Be inclusive
– Be forthright
– Be legal
– Be helpful
– Don’t try to control the conversation
– Accept, respond, and be gracious to negative feedback
Source: The Potluck Guide To Social Media Strategy

70. 3. Stick to a schedule

71. • Morning reading on Feedly – 10-15 minutes
• Check Facebook 3 times per day – no more
than 5 minutes each time
• Check Twitter 3 times per day – 2-3 minutes
each time
• Pin and post on Pinterest and Instagram 1
time per day – 2-3 minutes each
• Source content (Flickr, Google Alerts, etc.) – 10
minutes per day

72. 5. Develop a
training program

73. 6. Plan: Build and use
a content calendar

75. 7. Schedule posts
in advance

76. Great Examples
To Copy

77. • Travel Oregon
• Pure Michigan
• Nike
• Saucony
• SurfsideTx
• Hotel Paisano

78. • State Parks of Arkansas
• Columbia Sportswear
• Humans of New York

79. • Visit Savannah
• ADC Bastrop

80. • Four Seasons Bridal (@FSBridal)
• Nike (@Nike)
• Waffle House (@WaffleHouse)
• Kimpton Hotels (@Kimpton)

81. Can I Help?
Call
Me!

82. Follow Me
Linkedin.com/in/sarahpage
Facebook.com/SarahTPageConsulting
@pagetx
Sarah Page, Principal
Sarah T. Page Consulting, LLC
http://sarahtpage.com
sarah@sarahtpage.com
512.914.8873
Instagram.com/stpconsulting
Pinterest.com/sarahtpage

83. Thank You!
Questions?