The Internet offers a universally accessible interactive hub of fast, consistent, cost-effective resources to connect with individuals working toward common goals. The groups derived from these connections are called virtual social networks. The content shared in these networks is called social media. Developing a virtual social network for your CoP is an important mechanism for generating and disseminating knowledge within your greater online community. But how do you develop a successful social media strategy to reach those interested in the content developed by your CoP? Join us for this interactive workshop and explore the success strategies we’ve used to (1) Develop a list of social media objectives; (2) Develop a list of social media sites (3) Assess your membership’s social media expertise and create successful social media teams; (3) Utilize eXtension’s online arsenal of contacts and content (4) Join the online conversation and develop strong online relationships with influencers in your field (5) Define social media activities; (6) Create a “call to action” that supports and motivates members. Bring your questions, concerns and real world experience and together with these strategies, developing your virtual social network is only a well-planned, social media strategy away.

1. Success Factors for Developing Your eXtensionCoP Social Media Strategy Marissa Stone & Jerri Hammonds National Extension CoP Workshop, 2011 Louisville, KY #eXCop11

2. Favorite Quote RT @WhosYourAnnie: Always track. If not getting the best results, modify your strategy and continue. Lather. Rinse. Repeat. (on #SMfastfwd, 11.24.10)

3. Defining Social Media Social Media IS: Social Media IS NOT: Tools that facilitate: Conversations Connections Sharing Influence Relationships SM is an opportunity to LISTEN, engage and be useful. Spam or DM Controllable A campaign Easy to measure (at least not in the traditional sense) SM is not a just another place to push your content out.

4. Why Social Media? Everyone is always talking about SM… Why is SM such a big deal anyway?

5. Design a technology & SM survey What SM tools do they use? How does your CoP access SM? How often do they use SM? What content do they post? # of fans/followers/friends? If they do not use SM do they want to? Assess Your CoP Who Uses SM?

6. It is always best to identify people in your CoP who are already using the tools or interested in active involvement. Identify those interested in designing videos for You Tube, webinars, interactive modules or other multimedia Your SM Teams Identify your bloggers, Twitter users or those interested in posting on FB Utilize eXtension’sonline arsenal of contacts & content

7. Now What? Start by LISTENING: What are people saying about your topic? Gather info on your audience Identify influencers Research keywords

8. Develop Your SM Roadmap Start with a destination, where does your CoP want to go? Learn the tools and terrain to get there. Objectives Audience Strategy Tactics Goals Measurement

9. Who is your CoP targeting? Male/Female? Age? SES? Where do they hang out online? Which SM sites are they using? How do they participate? Identify Your Audience Things to Consider: Behaviors Preferences Methods of publishing Methods of sharing

10. Defining Your Objectives A well-planned social media strategy includes specific objectives. Why does your CoP want to use social media and what do you expect to accomplish? Let’s Begin: List three things your CoP would like to accomplish using SM: ____________________________ ____________________________ ____________________________

11. New or user generated? Types of media used? How often? SM is conversation on steroids. Engagement with your audience is mandatory. Be real. Always. This shows your audience they can trust you. Strategy for Accomplishing Objectives Content Engage Trust 80/20 rule- Post 20% of your own content and 80% from other sources. Seek to help people solve problems even if they solve them with another’s content. Make it easy for them to share with their friends/followers. Sharing

12. Blogs (wordpress) Microblogging (Twitter) Offers easy publishing tools that encourage interaction with audience. Facebook MySpace Offers ability to network with vast numbers. Allows people to “like” your CoP/content Tactics and Tools You Tube, Images Webinars Offers ability to publish content that is “infotaining” & sharable

13. Interact:Turn to the person next to you & Introduce yourself and shake hands. But, what about ROI?

14. Metrics Measuring and reporting statistics from your SM efforts are less about ROI and more about influence. Metrics should be based on your objectives. Web analytics Audience behaviors Interationhistory Social engagement.

15. Putting it all Together Newbies: get a personal account on one of the SM sites Take it slow, play with the acct until comfortable Learn to post & share things online Everyone: join the online conversation Determine what people do with the info Develop strong online relationships with influencers in your field 7. Follow the 80/20 rule 8. Have fun!

16. Define Social Media Activities Align social media and content goals Define topics and categories Establish social media policies for your CoP Establish social media rules of engagement for your CoP Create a Social Media Calendar Forecast time to manage comments and engagement opportunities Forecast time to research, write & share content

17. Create a Call to Action Motivate your SM team in a way that they will want to be involved.

18. Learn From Mistakes “There is no such thing as failure, there is simply result. If you do what you have always done, you will get what you have always gotten.” ~Anthony Robbins

19. Best Practices Put together “the right team” Create a strategy that works for you Make metrics match your objectives Be open to participation/co-creation Be real (transparent with intentions) Be okay with not “controlling” the message Give more than you get

20. Questions or Comments? Marissa Stone Marissa.stone@gmail.com @Marissa_stone Facebook.com/H.Marissa.Stone Jerri Hammonds Caldwjl@auburn.edu @jl_hammonds Facebook.com/hoovesofthunder