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Social media planning
The document discusses creating an effective social media plan. It begins by outlining the objectives of understanding the goals of online communications, learning how to reach your audience, exploring available social media platforms for advocacy, and identifying areas of focus. It then contrasts social media and traditional PR, noting social media allows for conversation and engagement in real-time while PR informs audiences. The document outlines the top 5 social media goals as informing, persuading, entertaining, and appealing to emotions. It stresses understanding your target audience's demographics and preferences to identify the best platforms and keywords. Finally, it recommends developing a social media policy around voice, appropriate content, crisis response, and addresses the myth that social media is free.
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Social media planning
- 1. Social Media Planning Speaker: MarissaWasseluk, New Media Associate Community Media Workshop
- 2. Today’s Objectives: 1. Understandthe 4 goals of online communications 2. Learn what you need to reach your audience 3. Learn what social media platforms are available to advocate 4. Identify the areas of focus for an effective social media plan
- 5. VS. SOCIAL MEDIA •Converse &and engage with an audience •REAL TIME, IMMEDIATE TRADITIONAL PUBLIC RELATIONS •Inform an audience to grab its attention •TIME SENSITIVE
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- 8. Goals of Communication •Inform • Persuade
- 9. Goals of Communication •Inform • Persuade • Entertain • Appeal to Emotions
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- 12. Where is yourAudience?
- 13. How do youfind your Audience?
- 14. How do youfind your Audience? • Demographics of social platforms • Survey your existing audience – what platforms do you use? • Write down key words associated with your organization & search. • “Connecting the community with the media, the Workshop promotes news that matters.” • Add your social platforms to print & emails.
- 15. online users: technographics &categories •creators •conversationalists •critics •collectors •joiners •spectators •In-actives } influencers organizers { } majority
- 16. UNDERSTAND YOUR AUDIENCE •What doyou like about your friends? •Give the people what they want.
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- 18. Develop a Policy •Who will speak for your organization? • What is appropriate to share? • What should not be discussed? • How do you deal with a crisis?
- 19. MYTH Social Media isFREE! Although most online social media tools are Free of cost, to be successful you need to invest your time to be successful.
- 20.
Editor's Notes
- #2 How many of you have friends?
- #5 This is how communication WAS, how we remember it.Priniting press, books, radio, TVWeb 1.0, static web pages where people just read information.
- #6 Dynamic websites allowed content creators to broadcast and share across multiple platforms. Users can also participate, add comments to content, generate discussions and host other people’s content on their own websites or preferred platforms.
- #9 A lot of people use it to broadcast, when they should be using it as a tool to interact.Listening to someone incessantly drone on kind of makes you turn off, right?Too much broadcasting tends to alienate your audienceChange your way of thinking about social media
- #10 Think strategically before jumping into the pool of online communications… Why are you there?1. Addressed to people who are already looking for youTo inform is to provide specific data or information for an audience who already supports you. They need information and data to perform and action.If your audience already wants to donate money to you or would like to attend your event, what information is needed to do so?2. Addressed to people who may not be looking for you but would like to build their knowledge base.Communicating to educate speaks specifically to audiences who are not yet prepared to act and follow through with an action but prefers to build a knowledge base about you. They are the second layer or on the periphery of your target audience.Example:Who are they? They are the sons and daughters of seniors citizens who stumble upon your senior center website and become educated about your programs. They do not need you services, but they use the knowledge gained to inform their parents who ultimately make a decision and follow through on an action.
- #11 3.addressed to people who do not have an opinion about you or who may disagree with youCommunicating to persuade speaks specifically to an audience who do not support you or who have not formulated an opinion of you. They are the 6% of voters who have not decided yet which political candidate to vote for. They are the family that heads out to the movie theater not knowing what to watch but needs to make a decision.This goal is critical to expanding your audience and reach. You must make an argument why people should support you through the use of data, facts, the color of your language and more.4.addressed to a wide audienceCommunicating to entertain speaks specifically to a wide audience if not all or your intended audiences. You are appealing to people emotionally.Communicating in this sense encompasses not only the temperature or tone of your voice but is intended to build and over-all positive experience for your audience while engaging them online.You can have all the necessary information they need to do an action or to share with others but if they can’t navigate through your site and they become frustrated, or if they feel bad guilty for donating, it is most likely they will try to avoid the experience the next time. Appealing to people emotionally should provide also an empowering experience for them, technology or the tools should be transparent and note get in the way.
- #12 There are many different tools in the social sphere that will help you reach your goals.
- #13 Most audiences are on what I like to call “the big 5”Facebook – second largest country in the world!But, if in surveying your audience, you might find that you don’t need to use all of these platforms.
- #15 Take a minute to have them find their keywords
- #16 Take a minute to have them find their keywords
- #17 Most audiences fit in these categories
- #18 I feel the best way to gain an audience is to build it organically.
- #20 Take a minute to have them findtheir keywords