The document discusses best practices for using social media in marketing. It notes that traditional marketing follows a funnel approach of blasting out promotions to see who responds and get them to purchase, while social media follows a different approach. Effective social media marketing responds to and invites small acts of engagement to earn larger reach, listens to customers, and engages where people online. It also discusses monitoring social media analytics and balancing personal and professional social media use.

1. SOCIAL MEDIA
IN PRACTICE
Ceci Dadisman
Director of Marketing & PR/Palm Beach Opera

2. traditional funnel
BLAST OUT MARKETING
SEE WHO RESPONDS
GET THEM TO PURCHASE
rinse and
repeat
Paraphrased from an interview statement by Katya Andresen

3. rinse and
repeat
RESPOND AND INVITE LARGER ACTS
INVITE SMALL ACTS OF ENGAGEMENT
LISTEN AND REFLECT
GO TO WHERE THE PEOPLE ARE
new funnel
Paraphrased from an interview statement by Katya Andresen

4. traditional
marketing
PURCHASE REACH
CREATE ENGAGEMENT
new
marketing
CREATE ENGAGEMENT
EARN REACH
Traditional media:
The more reach you buy, the
more engagement you create.
New media:
The more engagement you
create, the more reach you earn.

5. LET’S TALK ABOUT…
SOCIAL MEDIA

6. SOCIAL MEDIA
ACTIVITY &
MONITORING
80/20 Rule
Outlet for customer service
Engagement about product
YOU DON’T HAVE TO DO THEM ALL

7. FACEBOOK
THE ALGORITHM
PAID ADVERTISING
THE PIXEL

10. TWITTER
THE CONVERSATIONS
THE HASHTAGS

11. YOUTUBE
2ND LARGEST SEARCH
ENGINE ON THE WEB

12. BUT HOW DO WE
MANAGE IT ALL?

13. Conversion
Monitoring
Chartbeat.com
Google Analytics
Sprout Social

14. ANALYTICS

20. PERSONAL VS.
PROFESSIONAL

21. Connect
with me
www.pbopera.org
561.835.7550
cdadisman@pbopera.org
@palmbeachopera
Facebook.com/palmbeachopera
@cecidadisman