The document provides guidance on using social media strategically. It recommends a four step approach: 1) Listen to understand your audience and their interests; 2) Guide your employees and organization on appropriate social media use through clear policies; 3) Develop engaging content for different platforms like sharing photos on Instagram or hosting contests on Facebook; and 4) Manage your presence by scheduling posts in advance and analyzing metrics to improve engagement. The document emphasizes the importance of being authentic and consistent across channels to build connections with your audience.

1. SOCIAL MEDIA:
MAKING FRIENDS IN A BRAVE NEW
WORLD
Meadow Bailey / meadowbailey@me.com
Twitter: @meadowbailey / LinkedIn: meadowbailey

2. Overview



What and Why?
So many options…
Four strategic steps:
 Listen
 Guide
 Content
 Manage

Questions?

3. What is social media?
It’s about connections.
Social media is a term used to collectively describe a
set of tools that foster interaction, discussion and
community, allowing people to build relationships and
share information.

- Tufts University

4. Why do we use social media?



It’s where the people are!
Easy to share messages.
Key for crisis communication.

5. Why do we use social media?

It’s where the people are!

6. Why do we use social media?

Easy to share messages.
 Smart
phones
 Fast
 Search
by hashtags

7. Why do we use social media?

Key for crisis communication.

8. Why do we use social media?

Key for crisis communication.

9. So many options…

10. So many options…

Facebook

 67%

LinkedIn


20%
Twitter

16%
Pinterest
 15%

Instagram
 13%

11. Facebook

12. Facebook

13. Facebook

14. LinkedIn – Personal Profile

15. LinkedIn – Company Profile

16. LinkedIn – Groups

17. Twitter

18. Twitter

19. Twitter

20. Twitter

21. Pinterest

22. Pinterest

23. Pinterest

24. Pinterest

25. Pinterest

26. Instagram

27. Instagram

28. Instagram

29. Strategic steps




Listen
Guide
Content
Manage

30. First…Listen




Follow similar organizations.
Consider who your target audience is.
What do they want to hear from you?
Meet them at their medium.

31. First…Listen

32. First…Listen

33. Second…Guide
Don’t Lie, Don’t Pry, Don’t Cheat,
Can’t Delete, Don’t Steal, Don’t Reveal
- Mayo Clinic’s 12 word social media policy

34. Second…Guide

35. Second…Guide

36. Second…Guide (Employees)
1.
2.
3.
4.
5.
6.
7.
8.
Introduce the purpose of social media
Be responsible for what you write
Be authentic
Consider your audience
Exercise good judgment
Understand the concept of community
Respect copyrights and fair use
Remember to protect confidential information
- Mashable.com “Social Media Policy Musts”

37. Second…Guide (Consider)
1.
2.
3.
4.
5.
6.
7.
8.
Do we need to archive?
Where is our policy posted?
Can employees access from work? Mobile devices?
How fast will we respond?
Do we have hours of operation?
Who will post?
Who will be admins on the account?
What will we do if…

38. Third…Content

39. Third…Content

40. Third…Content

41. Third…Content

42. Third…Content

43. Third…Content (Promote yourself!)

44. Third…Content
-
Use Facebook questions to answer multiple choices
Ask people to fill in the blank “I love Haines because…”
Create short videos (Instagram)
Share a news article and ask opinions
Interview/profile employees
Recent research? Share results!
Create an infographic
Use an app like PicStitch
Host a contest
Share info from other users
Post historic photos
Turn over to an employee

45. Fourth…Manage

46. Fourth…Manage


Consider: HootSuite, Sendible, Sprout Social
Be sure to include:
 Schedule
posts
 Connect multiple social media accounts
 Shorten URLs
 Provide analytics

47. Fourth…Manage (Schedule)



Come up with a plan.
Schedule it out.
Create themes.
 #Travel
Tuesday
 #ThrowbackThursday
 #FollowFriday

48. Fourth…Manage (Schedule)

49. Fourth…Manage (Schedule)

50. Fourth…Manage (Schedule)

51. Fourth…Manage (Schedule)
Remember: If you have a crisis…stop
your scheduled posts.

52. Fourth…Manage
(Connect Multiple Accounts)

53. Fourth…Manage
(Connect Multiple Accounts)
Word of caution:
Don’t mix personal and professional accounts.

54. Fourth…Manage
(Connect Multiple Accounts)

55. Fourth…Manage (Shorten URLs)

56. Fourth…Manage (Shorten URLs)

57. Fourth…Analytics


Set regular reporting dates
Evaluate what is working best

58. Fourth…Analytics

59. Fourth…Analytics

60. Fourth…Analytics

61. Resources
-
GovGirl
Mashable.com
HowTo.Gov
GovDelivery
SocialMediaExaminer.com
Ragan Communications
WylieComm.com

62. Questions?


Meadow Bailey / meadowbailey@me.com
Twitter: @meadowbailey / LinkedIn: meadowbailey