Social Media Playbook
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Written for AIA state and local chapters, the Social Media Playbook uses a sports metaphor of a playbook because a playbook is a game plan composed by the head coach and his/her staff based on intensive competitive intelligence and strategy supported by detailed tactics—all in the hopes of winning. This is not much different from how we learn to engage our members.
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Social Media Playbook
- 1. Components’ Social Media Playbook Coach: Sybil Walker Barnes Director, Social Media AIA National
- 37. Step 7: Choose Your Tools AIA National’s LinkedIn group page:
- 48. Step 7: Choose Your Tools AIA National’s Facebook page
- 58. Step 7: Choose Your Tools AIA National on Twitter
- 66. Step 7: Choose Your Tools AIA National YouTube Channel
Editor's Notes
- Welcome to AIA National’s world of social media. We’ve created this variation of a playbook to help AIA components move the use of social media forward for all of our members and the architecture profession at large. We’ve used the sports metaphor of a playbook because a playbook is a game plan composed by the head coach and his/her staff based on intensive competitive intelligence and strategy supported by detailed tactics—all in the hopes of winning. During the course of a season, mistakes are corrected, experiments are done, and existing plays are refined based on new learnings. This is not much different from how we learn to engage our members.
- The goal of this playbook is to help component communicators establish a clear set of objectives for their use of social media, evaluate the myriad of opportunities and select platforms to use, and to think of using social media as a way to have a valuable exchange with members. We hope you’ll find here easy steps you can take right now for your component.
- Social networking sites have blurred the line between personal and professional. We know that makes some people uncomfortable. But if you want to develop your A game, we highly recommend you begin by using the sites personally to understand the platform(s) where your members are.
- Developing a foundation for a successful social media program starts with listening (and observing). Actively listening and learning before diving into the social realm will help you understand the “social landscape” for your component and the opportunities available to you.
- The best way to start exploring your own component’s online presence is to study what’s working for other components. Here we highlight a selection of components that have an online presence.
- To set the best strategy for your component, begin by establishing clear objectives and success metrics, view all your opportunities through your “strategic lens,” and work to create a unifying concept and brand voice.
- There are many ways to engage with your members online. Remember, though, that not every channel (tool) will be right for your component, even if it is the newest, coolest game in town. Identifying the best channels and approach for your component is more than half the battle. While there are hundreds of social channels, we focus here on select major ones.
- A thoughtful, well-planned social media program can change the way you interact with your members and, as a result, the way your members perceive you. If you’re willing to step up to the plate, your effective use of social media can present a tremendous opportunity to excite and expand your membership base.
- Measurement boils down to gauging your online success against your social media program’s objectives. Keep in mind that measurement isn’t about just one aspect or lever; it’s about making the levers work in tandem to produce metrics that gauge your effectiveness against your predetermined objectives.
- Some key questions to consider: Are you seeing any results with your plan? Do the opportunities meet your component’s objectives? Have you invested enough resources to your plan?