Social media is a tool for conversation and interaction between people online. Goodwill Industries of Ohio outlines a social media strategy with four steps: assess customers' social activities, decide objectives and how relationships will change, plan a strategy, and choose technologies. The document recommends generating awareness of donation drives and drop-off centers, promoting retail sales with specials, and educating audiences about Goodwill's mission. Local partnerships can help leverage the brand and spread the message.

1. Social Media OptimizationGoodwill Industries of Ohio

2. What We Are TALKING AboutWhat is Social Media (SM)?Where’s the ROI?How can we leverage locally?

3. What is Social Media by Definition?Social media is a term used to describe the type of media that is based on conversation and interaction between people online. With Social Media, the customers are in control.LISTEN, CONVERSATE, ASSOCIATEWhat is SM?

4. What is SM?

5. The Tools of the TradeWhat is SM?

6. Let’s See What They’re Saying NowWhat is SM?

7. 4 Steps to Set Social Media StrategyPOSTPeopleAssess your customers’ social activitiesObjectives Decide what you want to accomplishStrategyPlan for how relationships with customers will changeTechnology Decide which social technologies to useWhat is SM?

8. Most Important Mistakes NOT To MakeTo be successful in Social Media, we MUSTLISTEN : YOU ARE NOT IN CONTROL CONVERSATE : SOCIAL MEDIA IS TWO-WAY, STAY ENGAGEDASSOCIATE: INTEGRATING WITH FAN-BASED FOLLOWING ESTABLISHES CREDITIBILITYWhere’s the ROI?

9. So, where the opportunity (ROI)?Generate Awareness of Donation Drives and Donation Drop-off CentersPromote Sales at Retail LocationsEducate Audience of MissionWhere’s the ROI?

10. Generate Awareness of Donation Drives & Drop-off CentersHighlight ONE store location and ONE attended donation per weekKeep in close proximityPost / tweet in evening / weekends to reminder donors to “clean out closet”Post / tweet in the AM to reminder donors to drop-off donationsReward independent drives by posting photos

11. Promote Sales at Retail LocationsHype local high season with store specials i.e. prom, Halloween, back-to-schoolRun “in-store only” give-aways to create exclusiveness“Come in today and mention secret FACEBOOK TWITTER code for extra 50% off!”Feature theme of the weekVintage t-shirts, Living Room Make-over, New Suit

12. Educate Audience of MissionLead with mission as the positive difference of donating to GoodwillTell stories of successful mission recipientsExplain simple formula of donation = funding

13. Which Partners & Why?Leverage Locally

14. Strategy Summary1.) Strategy Development: Remember P.O.S.T. (People. Objective. Strategy. Technology.2.) Focus content on what you want to measure, your “hard” results Generate Awareness of Donation Drives and Donation Drop-off Centers