Deep Dive Into Social Media and Content Strategy

By Danielle Brigida@Starfocus or @USFWS

U.S. Fish and Wildlife ServiceTom Koerner, USFWS

I’m a Wildlife and Technology Geek

U.S. Fish and Wildlife Service• Over 300 Social Media Accounts • Profiles represent refuges, regions, programs, etc• Over 400,000 people in the national communities

Social Media Benefits:Fire = Criticism

Earth = Relationships

Flood = Support

Identify Your Community and Engage

Who’s who in your community?

Community, Network, and Crowd

Listen and Observe

Some Ways to Find Your Community

Search Keywords • Organization’s Name• Key individuals• Branding mistakes• Program references

Referring Traffic• Google Analytics• Facebook insights

Engaging Strategically:Create a Dashboard

Search hashtags, keywords, use lists and monitor topics

Group People in Lists to Follow

Investigate Trends and Analytics

Free Ways to Listen

• Search.Twitter.com• Topsy.com• Google.com/trends • Tagboard• Facebook Search• RSS feeds

Tagboard.com searches hashtags

Use Social Media Listening to Enrich Your

Understand Various Types of Content and the Lifespan

Social

Blog Posts

News Articles

Features

Evergreen Content

Formal

Informal Right Now

3 years from now

Experiment and Motivate: #IvoryCrush

Listening to How People Discuss the Ivory Trade…

We Used Our Image to Include Others

Using Instagram to Listen

• Iconosquare• Tagboard• Hashatit• Search Location

Helps You Find Photographers of Your Subjects

Research on Pinterestto Find Inspiration

Pinterest Search

Listening Unearths Gems and Next Steps for Content

Learn the Image Sizes and Shapes for Each Network

Visuals Can Add So Much Context

Through Listening We Found Educational and Resource Visuals Worked

Add Value to Active Conversations

Know How Your Content Shares

Research and Join the Community

Have a Posting Strategy

From SmartInsights.com

Do Not Just “Push it Out”

Build Your Own Community Then include them to inspire content.

General Community Rules

• Use their interactions to inspire new content• Protect the people on your page• Correct misinformation• Answer frequently asked

questions

Have Community Guidelines

• Be clear about community expectations

• Kill them with kindness• Protect the people on

your page

Create Content that Fosters Connections and Relationships

Act on What Listening Tells You

Listening through metrics: Trip Advisor

Re-Introduce and Recycle Content

Play and Experiment

Cute Chicks on the Beach

Investigate the “newest tool”, but don’t lose who you are

Measurement

Common Response to Social Measurement

Using Data to Inform DecisionsDo you have access to web analytics?

Do you regularly share stats?

Not So Sexy Things to Remember

• Identify your goals or objectives

• Do your homework: which tools, messages and content work best?

• Collect Information can inform how to CHANGE future behavior

Image: Tom Koerner, USFWS

With Measurement Reference Your Previous Strategy

Image: Flickr / Iowa Red Bulls

• Identify audience• Specific goals• Capacity/Time• Outreach plan• Long-term plan

There Are a Lot of Metrics

source: Metricsman.wordpress.com

Measuring Types of Social Media

Owned Your Branded Presences

Earned Organic Shares and Posts

Paid Social Advertising

Owned Social Media The Impact of Your Accounts

Facebook Insights

Overview

Performance by Post

What does your number of likes mean? How many followers does it take to be a success? We all have these questions, but the fact is- if done well measuring how people interact with your organization online can greatly help you determine where to allocate resources. In this session we’ll talk about why we measure, some measurement best practices and a few free and enterprise tools that don’t break the bank.

Facebook Insights: Referrers

Facebook Insights: Exporting Databy Post or Page Level

What Can Facebook Insights Really Inform?

• Top shareable content – what works, what should you produce more of?

• What is your current active audience?• Where are there growth opportunities?

But there’s still more qualitative information to track:

Owned Social: Twitter Analytics.twitter.com

By Tweet

Audience Informationhttps://analytics.twitter.com

Owned Social Media Pinterest

Owned Social Media:

LinkedIn Company Page

Owned Social Media: Youtube Channel Metrics

Measuring Earned Social Media

• Shared Content: Sharethis & Addthis• Web Analytics (ex. Google, SiteCatalyst)• Google Trackbacks or Links • RSS Reader (Feedly, Digg Reader)• Mentions (SumAll, Social Mention)

Remember listening? Good.

Measure the Full Picture

OriginalBlog to News

Collect Qualitative Data That Informs Your Strategy

Reporting Crimes

Advocacy Requests

Identify Possibilities to Engage in a Meaningful Way

Use Content

Build Mutual Relationships

Tell a Story with Your Data

A Good Measurement Plan…

Revisits Your Goals:

Improving Reputation

Combines Available Measurement Tactics:

Social Analytics and Web Analytics

Uses Qualitative and Quantitative Information:

Comments and Increased Shares

General Geekiness

• Build off automated reports whenever possible

• Export Data to play if you’re comfy with spreadsheets

• Follow blogs and reports that discuss web and social metrics and techniques

Collaborate Across Regions and Programs

Quarterly Report Campaign Specific Report

Analyze Don’t Regurgitate

• Pick metrics to measure ahead of time• Evaluate over time• Identify anomalies • Tell a story with your data• Track metrics that matter

Figure that if it puts you to sleep…

You’re not measuring anything.

Listen, Communicate, Create, TrackTime on Social Media

ListeningCommunicatingCreating/ExperimentingTracking

30%

30%

25%

15%

There Are a Lot of Metrics

source: Metricsman.wordpress.com

Questions?

Danielle BrigidaNational Social Media ManagerU.S. Fish and Wildlife Service@USFWS or @starfocusdanielle_brigida@fws.gov

Judy N, Flickr