Social Media Workshop - The ideal Twitter and Facebook posts, and how social media relates to content strategy.

1. Social Media &
Communications
staff workshop | jul 2, 2015

2. why use social media?
1. Promote Events
2. Share Information Relevant to Your Audiences
3. Strengthen / Build Community & New Relationships
4. Build Visibility & Brand Awareness

3. social media is about building
relationships:
get people
to do what you
ask them to do.

4. key to social media success:
.consistency & frequency
.sharing value, expertise
.know your audience
.diversify content
.be human
.don’t just post, engage
.be informal, yet curteous
.be active, not responsive

5. THE ANATOMY
of a perfect
FACEBOOK
POST

6. - A perfect Facebook post is a link post -
Link posts take advantage of meta tags from your webpage:
including information on the page’s title, description,
and photos.
When you paste a link into the update box on your Facebook
page, Facebook will pull this information in automatically and
place it in a link format.

7. - A perfect Facebook post is incredibly short! -
Posts that have as few as 40 characters perform better on
Facebook with increased ENGAGEMENT. How much more?
Studies from BlitzLocal & Buddy Media indicate that posts
with 40 to 70 characters have 86% more responses from
recipients.
Shorter is better, for Facebook.

9. - A perfect Facebook post is sent at non-peak hours -
Competing for attention is not easy, especially in the Facebook News
Feed lineups. Track Maven study for example, found that you should
post during non-work hours, evenings, and weekends. This is why many
brands opt for 24hr cycles, while many recommend posting
5:00 pm - 1:00 am as the best window for Facebook.
That said, SFSS...

10. - A perfect Facebook post is timely, newsworthy -
Competing for attention doesn’t stop with timing. It applies to
the content value you supply. Sharing value, expertise, but also
responding to burning questions, trends, chiming in when
something of interest piques the interest of your audience.
Examples: Women’s Centre - issues on consent, elimination of taxes
on female hygiene products.
- Can you provide examples of timely, newsworthy content?

11. - A perfect Facebook post is part of your consistent sharing -
Agora Pulse study reviewed over 8000 Facebook pages, identifying
how to find success, devising a list of 4 attributes:
...and the 4th is
1. find your audience: your passion should resonate with your audiences
2. publish excellent content (for the audience)
3. publish CONSISTENTLY (at least once a day or more)

12. A Perfect Facebook Post
Is A Part of Your Strategy

13. what about twitter?
what makes for the perfect tweet?
tweet?

14. Rules for Twitter are similar to Facebook, with some
tweety differences.
- consistent schedule
- optimized schedule
- publish regularly across the 24hr span
- provide quality content
- experiment - add visuals, emoticons
- keep everything as short as possible
- link content

15. CONTENT
IS A LAYERED THING.
WHEN YOU THINK OF
SOCIAL MEDIA AS PART OF YOUR
CONTENT STRATEGY, THINK LAYERS.
THINK ARTICHOKE.

16. The Basic Building Blocks of a
Strategic Communications Plan
*