Slides from Gwen Woltz of Wahine Media's workshop at the Changing Faces of Women's Leadership Seminar: Women as Innovators and Entrepreneurs on June 29, 2016.
Get to know the fundamentals of social media management from "need to have" to "nice to have" to "great to have" in this hands on workshop. Be sure to save this slideshow! It includes examples of great posts by leading businesses, and a link to a hidden gem caption muse database. Please email email@example.com for questions.
Social Media Best Practices: Slides from Changing Faces of Women's Leadership Seminar, June 2016
Social Media Best Practices
Social media is not free
It has tremendous value
Understand social media’s real value
How much is a deposit in your brand’s
trust bank worth to you?
Full page print ad in one issue of Hawaii
Magazine (2 month issue) = $4,120 (2015 rate)
• 200K print impressions
• 68K circulation
2 months social media management for a
medium sized business = about $4,000
• Impressions (5K+ fans, easily reach 200K)
• Engagement (touch points)
• Conversion (sales, clicks to website)
Social media return is no diﬀerent
than relationship return
Develop only the most remarkable content that
connects with your target community
Captions are equally as important as the image!
Remember you are competing with photos from
friends and family
Repurpose old content
Tell a story and leave breadcrumbs
Investment in content
“Storytelling means you have to reveal something
It is not just a gimmick to sell more crap. Storytelling
is about relationship—most importantly describing
the world of your audience, and how much you get
who they are, what they care about, and where they
are trying to get in life.”
—Michael Margolis CEO, Get Storied
That’s less than a goldﬁsh
The average attention span of
a human is 8 seconds
Your top priority is to create
• Compelling photo or video
• Caption is one sentence or two
• Caption makes photo connection
• Use colorful, lively action verbs
• Vary the way you begin captions
• Don’t state the obvious
• Spelling, grammar and punctuation are correct
• All people are identiﬁed appropriately
• Photo credit given
• Do not begin a caption with names
• “Below” and “pictured here” below unnecessary
• Other businesses tagged
• Hashtags used on Twitter / Instagram (1-3)
Here’s something to get your
You’re welcome :-)
These photos left us speechless.
Everything can be a game.
So, which is it? Hot, or cold?
For the win!
You should be here!
Why not you?
The power of love.
The wait is almost over. #ToughMudder
We've known it all along.
There, that's better.
Well, okay then…
Ahhh, so that's why...
Got to have sauce.
One love, one heart.
Need an Ark? I Noah guy.
Good talk, let’s do it again sometime.
The cold never bothered me anyway.
Want to see our duck face?
On Wednesdays, we wear pink.
Take a ride on this energy.
He's getting his pose on.
We say why not?
The question isn’t can you, it’s will you?
Life is better when you’re laughing.
Do 2x the good and share with a friend!
Our rock stars!
Coﬀee ﬁrst, my good friend. (cust serv)
Positive vibes are surrounding us today... and
we like it!
She believed she could, so she did!
Some days it's easy being green. —Kermit
the Frog (honu)
You can download more here: http://bit.ly/CaptionMuse
Great content creation apps:
Over, PicFrame, Boomerang,
Free photos: New Old Stock,
Others: PowToon, Fyuse
MUST respond to engagement on proﬁles
Get to know your community by individuals
Remember your community may not all be your
direct customers, but they are equally as important
Don’t miss out on opportunities to weave your brand
(aka logo) into conversations oﬀ your proﬁle
Equal engagement & posting
Facebook is pay to play
Instagram ads through Facebook ad platform
Twitter ads expensive, but quality
“Keep proﬁles alive” formula (baseline)
Conversion ads should be above baseline budget
Allocate budget for social ads
“Keep proﬁles alive” (baseline) formula
50% build fans: align with current marketing targets,
use audience insights
50% boost posts: to fans & friends of fans
Facebook: expect to pay between $0.15 - $0.85 per
fan (depending upon target audience)
Twitter: expect to pay between $1.25 - $3.25 per
NO ads to gain Instagram followers (yet)
Reviews correspond with direct sales more than any
other social channel (depending upon product)
• Claim proﬁles
• Monitor weekly
• Address the negative
• Schedule content to Twitter, Instagram, LinkedIn,
• Don’t use for Facebook scheduling
• Monitor keywords and twitter lists
Google sheets (collaborative)
• Pre-plan content, house passwords, house
Basic management tools
UGC (user generated content) is created with or
UGC is one of the most valuable returns on social
media. People become your marketing machine
If you are a brick and mortar, this is a NEED TO HAVE
Monitor & engage geotags (Gramfeed or Hootsuite)
Encourage community to share - develop a brand
Community oriented content
This year Red Bull came away with the prestigious “Best Use of A Hashtag”
Shorty Award with its #PutACanOnIt campaign. Though the hashtag was
created by Red Bull, it was inspired by a photo the company found on
Twitter wherein the photographer is seen holding a Red Bull can above a
Mini Cooper to make it look as though it was a trademarked Red Bull car.
The trend exploded as people around the world began creating their own
images with Red Bull cans placed in unique positions.
#AstonLife: Aston Hotels &
The Aston experience is not
just about the room, the view,
the pool, the hospitality, or the
amenities—it's about the
adventure, the laughter, the
romance, the quality time with
family, the memories.
#AstonLife is about you, our
treasured guests, and we want
to share your story! We invite
you to upload a favorite photo
from a stay with us at Aston
Hotels & Resorts. Select
photos will be featured on our
Tips on developing a brand hashtag
• It should rarely be your name
• It should tie into your brand or motto
• It should be short and easy to remember
• Often times they are compound words or phrases
• It should never be an obscure acronym
• It shouldn’t include a date or year unless relevant
• Sometimes a hashtag can be tied to a contest or
campaign, but should still tie closely to the brand
See handout for exercise
Integrate team members outside of social
• Customer service
• Product development
• Reputation management & PR
• If high volume, utilize ticketing system (Podio, Zen
Desk, Sprout Social)
100% review response
• Use Revinate
Full circle customer service
In addition to Hootsuite & Google tools
• Project management, c/s ticketing system
• Contests, webforms
Advanced management tools
• Rich, authority-building, relevant “give back” that
makes fans click through to read more
• Headline is the MOST IMPORTANT part of a post
• If you are a retailer, you MUST use Pinterest
• Sell “softly”
Content that links to website
In reality, trend is beyond uploaded video it has
moved to live broadcast
Video performs the best (Facebook is competing
Moving content stands out better and well worth the
investment. Consider gifs or animations
360 Video is here!
Video and moving content
Regular on-site content generation
• Facebook live
• Google Hangouts on air
Engage fans on a deeper level
A campaign can be content oriented, doesn’t always
have to include a “prize”
Co-op campaigns with other businesses have more
reach, bigger impact. Make sure partnership makes
Contests & campaigns
Landing pages on website from social
Product sales on social
Google Analytics conversion tracking
Full circle conversion mechanisms
SOCIAL MEDIA SUCCESS TIMELINE
• Set up and monitor
• Develop brand voice
• Start posting daily
• Focus on content
performance and adjust
• Build content bank
• Start using ads
• Develop customer service
• Analyze data and optimize
• Focus on engagement
• Plan for contest or campaign
• Optimize c/s protocols
• Contribute optimized content to bank
Month 13 – 18
• Execute contest or campaign
• Integrate sales and conversion
Month 19 – 24
• Analyze data and adjust strategy
• Activate conversion ads
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6 Simple Photo Tools for Creating Social Media Visuals
HOT TAGS & INSTAGRAMERS | Websta (Webstagram)
327 Good Selﬁe Quotes & Funny Captions
197 Funny & Cute Instagram Captions
The 7 Best Instagram Hashtags for Business (in 30+ Niche Markets)