This document provides an overview of current social media trends, techniques, and best practices for managing a social media presence and telling a company or organization's story online. It recommends focusing on storytelling, two-way communication, transparency, keeping content fresh, adopting new features, and using analytics tools like UTM codes and Google Analytics. Specific tactics discussed include developing an editorial calendar, setting goals, cultivating local partnerships, and changing visual content regularly. Metrics showed large increases in engagement for a port authority's social media pages and websites after implementing a campaign around a hashtag. The document concludes by suggesting ways to apply newer platforms and features like video, Snapchat filters, Instagram ads, and custom audiences.

1. Stephanie Cude | Digital Content Manager

2. How to Tell Your Port’s
Story by Using Social
Media:
What are the latest trends and techniques for managing your
social media presence?

3. Part One
An overview of current social media trends, techniques, and
management

4. Storytelling on Social
• 2-way communication
• Digital is versatile
• ROI vs. Key Performance Indicators (KPIs)
• Transparency / Accountability

6. Managing Presence
qEditorial calendar
qAd goals that serve business objectives
qKeep it fresh
qForget desktop right rail
qAdopt new features promptly
qUrchin tracking module (UTM) codes
qBe wary of focusing too much on reach

7. Source: Hootsuite
Editorial Calendar Example

8. Metrics Preview
Ad Goals UTM Codes

9. Tracking with UTM Codes
Aquisition > Campaigns > All Campaigns
Google Analytics

10. Audience Breakdown
• Facebook
• 82% adults 18-29
• 79% adults 30-49
• 77% of online women
• 66% of online men
• Twitter
• 32% adults 18-29
• 29% adults 30-49
• 21% of online women
• 25% of online men
• Instagram
• 55% adults 18-29
• 28% adults 30-49
• 31% of online women
• 24% of online men

11. Part Two
Applicationof trends and techniques

12. Telling Our Port’s Story

13. Goals and Challenges
Misconceptions
Community
Connectivity
Economic
Relevance
Environmental
Impact
Mobile
Audience
Swift Scrolling
Shorter: Time
on Screen &
Screen Size

14. Strategies & Tactics
• Cultivate local partnerships
• Admin Summer Movie Series on CCRIT FB
• Build campaign website
• Traffic flow:
• Change creative at least every two weeks
Social
PMOP
Website
Port
Website

17. Results
• 1,001% increase in page likes during campaign
• 2,589 average monthly website sessions for
peoplemoveourport.com during campaign

18. Results
13% increase in monthly web traffic for
portofcc.com, year over last
2,862% increase in people talking about Port
Corpus Christi on Facebook, year over last
Hashtag adoption throughout community

19. Hashtag Adoption

20. Part Three
Social media trends, tactics, and strategies to consider

21. Applications – Moving Forward
• Video
• Optimize for silent viewing on mobile for auto-play
• Host on branded YouTube channel
• Snapchat
• For $5/day get a custom geofilter for your event
• Early phase, still ironing out
• Instagram
• Cross-promotion through Facebook Ads Manager
• Carousel ads

22. Applications Moving Forward
• Facebook
• Canvas
• Custom audiences
• New video insights
• Motion in images
• Twitter character limit

23. THANK YOU!
STEPHANIE CUDE | MDR
stephanie@mdradvertising.com