Social Media Marketing:
Implementation
New Leaders Council
May Institute: New Media
May 16, 2015
Houston, Texas
Stacey Burke
Attorney/Owner
415 Westheimer, Suite 209A
Houston, Texas 77006
Office (713) 714-8446
Fax (877) 314-9990
stacey@staceyeburke.com
www.staceyeburke.com

Social Media Implementation Topics
• Social brand identity
• Policies, procedures, and ethics
• Tools
• Tactics
• Reporting
www.staceyeburke.com

Social Media Marketing: Top Four Channels
• Facebook – Largest online social network
• Twitter – Real-time news and viral sharing
• LinkedIn – Online professional resume and best
professional networking tool
• YouTube - Google owns YouTube and it is the
second most used search engine online
www.staceyeburke.com

SOCIAL MEDIA BRAND IDENTITY
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Social Media: Initial Setup
• Facebook - Make sure your entity has a “Page”
not a “Profile” or a “Group”
• Twitter - Brand your profile, including your
handle and link back to your website
• LinkedIn - Link up your Employment section to
the appropriate Company Page(s), and build
out your Company Page
• YouTube – Upload a channel design and name
your channel consistent with your entity name
www.staceyeburke.com

Social Media Branding
Social media channel design:
• People use social media channels as search
engines (i.e. Facebook search, YouTube
search)
• Would you want to show up in social search
with a page/channel/account that is not
customized and therefore does not showcase
what your firm has to offer? No. So treat each
one like a freestanding website, because each
is its own digital asset.
www.staceyeburke.com

Social Media: Channel Design and Branding
• Design channel in line with the branding of
your other digital assets – same look and feel
with regard to colors, logos, logotype, etc.
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SOCIAL MEDIA POLICIES,
PROCEDURES, AND ETHICS
www.staceyeburke.com

Social Media: Don’t “Set it and Forget it”
• ETHICS
– Failure to timely respond to communications
• MISSED OPPORTUNITIES
– Missing donors, media inquiries, etc.
• REPUTATION MANAGEMENT
– Bad feedback left unaddressed in public
• BASIC MANNERS
– Connection requests left unanswered can be
perceived as rude
www.staceyeburke.com

Social Media: Policy and Protocol
• Use a professional voice and tone
• How to respond to existing relationship
communications
• How to respond to new potential relationship
communications
• How to respond to other groups’
communications
• How to respond to media and press
communications
www.staceyeburke.com

Compliance with Industry-Specific
Advertising Regulations
• Legal – State Bar of Texas Advertising Review
Rules
– http://bit.ly/TexasBarRules
• Medical – Texas Medical Board Advertising Rules
– http://bit.ly/TexasMedicalBoard
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Social Media: Staff Training
• Draft a social media policy for your entity and
train everyone with access on its use
• Remind employees that when they use their
entity email address or associate themselves as
employees of the entity on social channels, they
must adhere to your standards for appropriate
conduct.
• Be specific and explicit about what you want
www.staceyeburke.com

SOCIAL MEDIA TOOLS
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Tools You Need
• Community
Management
– Hootsuite
– Buffer
– Sprout Social
• Community Insights
– Mention
– Google Alerts
– SocialMention
– Topsy
• Visual Content
– Piktochart
– Over
– Canva
• Analytics
– Twitter Ads
– SumAll
– AddThis
– Bitly
www.staceyeburke.com

SOCIAL MEDIA TACTICS
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Social Media Marketing Tactics
What You Can Share
• Content
• Imagery
• Video
• Podcast
• Email
How to Share It
• Post timing
– Not on weekends or at night.
– Facebook between 1-4pm, peaking at
3pm.
– Twitter is busiest 1-3pm Monday through
Thursday.
– LinkedIn midweek around noon and again
at 5pm.
• Self-promotional ratios 80/20
• Hashtags – hashtagify.me
• Integration
– Website
– Collateral
www.staceyeburke.com

Social Media Audience Building
• Connect with influential users in your space and
interact with them to get them to share your
content to their large following
• A core strategy for audience building involves
segmentation.
– On Twitter, you can segment those you follow or
monitor in Twitter Lists (i.e. media connections,
Wisconsin construction companies).
– On Facebook, you can purchase advertising that
shows your Page or Post to a designated population
subset (i.e. show an Ad for my free legal clinic page or
its posts to potential volunteer lawyers).
www.staceyeburke.com

SOCIAL MEDIA REPORTING
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Monitor Your Metrics
• Do all of your websites have active, current
Google Analytics code?
• Do you track social media Key Performance
Indicators (KPIs)?
• Do you conduct monthly, quarterly, and/or yearly
reviews of your marketing metrics to adjust
expenditures?
www.staceyeburke.com

Google Analytics
Google Analytics and Webmaster Tools
Mind Over Metrics = NO, you can’t guess better than the reports
will tell you
Know the basics so that you can have an intelligent conversation
with your vendors:
• Bounce Rate - the percentage of visitors who leave your site
after only viewing one page
• User Behavior - information on the behavior of your visitors
while they are on your website
• Acquisition – how web searchers come to find your site
(AdWords, social media, organic search)
www.staceyeburke.com

Social Media: Monitoring and Metrics
• Track metrics for social media just as you
would for any expenditure. Those metrics can
include:
– Audience Growth/Overall Reach
– Engagement
– Donations
– Subscriptions
– Visits to Websites
– Conversions
– Influence
www.staceyeburke.com

Social Media: Monitoring and Metrics
www.staceyeburke.com

My PowerPoint presentations:
SlideShare.net/StaceyBurke
www.staceyeburke.com