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Social Media Implementation


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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.

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Social Media Implementation

  1. 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
  2. 2. Social Media Implementation Topics • Social brand identity • Policies, procedures, and ethics • Tools • Tactics • Reporting
  3. 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
  5. 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
  6. 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.
  7. 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.
  9. 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
  10. 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
  11. 11. Compliance with Industry-Specific Advertising Regulations • Legal – State Bar of Texas Advertising Review Rules – • Medical – Texas Medical Board Advertising Rules –
  12. 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
  14. 14. 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
  16. 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 – • Integration – Website – Collateral
  17. 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).
  19. 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?
  20. 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)
  21. 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
  22. 22. Social Media: Monitoring and Metrics
  23. 23. My PowerPoint presentations: