SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.
SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.
Successfully reported this slideshow.
Activate your 14 day free trial to unlock unlimited reading.
Discussing developing your social media brand identity; the policies, procedures, and ethical concerns associated with social media us; tactics and tools you can use to make social media more efficient and effective; and, metrics and reporting to show what's working and what's not.
Discussing developing your social media brand identity; the policies, procedures, and ethical concerns associated with social media us; tactics and tools you can use to make social media more efficient and effective; and, metrics and reporting to show what's working and what's not.
1.
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
2.
Social Media Implementation Topics
• Social brand identity
• Policies, procedures, and ethics
• Tools
• Tactics
• Reporting
www.staceyeburke.com
3.
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
4.
SOCIAL MEDIA BRAND IDENTITY
www.staceyeburke.com
5.
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
6.
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
7.
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.
www.staceyeburke.com
8.
SOCIAL MEDIA POLICIES,
PROCEDURES, AND ETHICS
www.staceyeburke.com
9.
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
10.
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
11.
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
www.staceyeburke.com
12.
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
16.
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
17.
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
19.
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
20.
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
21.
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
22.
Social Media: Monitoring and Metrics
www.staceyeburke.com
23.
My PowerPoint presentations:
SlideShare.net/StaceyBurke
www.staceyeburke.com