SOCIAL MEDIA STRATEGY + TACTICS + TOOLSPresented by Marissa Wasseluk

GOALS

What we will be covering:

Strategies and overview of the Social Web

Tactics: Things for the day-to-day

Tools: Which ones? How do we best use them?

How to measure your efforts

VS.

Converse & and engage with an audience

REAL TIME, IMMEDIATE

Inform an audience to grab its attention

TIME SENSITIVE

Social media Traditional public relations

HAVE A PLAN“Think Strategically, Act Tactically…”

FORMULATING YOUR SOCIAL MEDIA PLAN

What platforms will be most effective for your use?

Who will speak for you? Organizational voice or Individuals?

How will you deal with audience responses or negative feedback? How can you rally your online support system?

KNOW YOUR TOOLS

HOW DO YOU FIX A BROKEN SINK?

CHOOSING YOUR TOOLS

Identify the problem or issue firstEstablish a plan and define your goalsIdentify the tools to help you reach your goals

FACEBOOKcommunity platform

push & pull

FACEBOOK

Interact with other profiles on a personal level

Cannot measure audience response

Limit to the number of friends

Restrictions on interactions with individual profiles (one-sided friendship)

Can measure audience

No limit to the number of fans

Indexed for SEO

Individual Profile Organization PageVs.

ANATOMY OF A FACEBOOK FAN PAGE

Cover Photo

Admin Panel

AvatarPhoto

BasicInfo Box

Tabs

Timelineshortcut

Status Update Box

PostedStatus

Pro

file

Voi

ce

Wall comments

Recommendations

ANATOMY OF A FAN PAGE

The admin panel is your best friend!

ANATOMY OF A FAN PAGE

Use the admin panel to: Edit the page information & look Manage Permissions

Control who sees your page, who sees what on your page, unpublish or delete your page

Assign “roles” to content providers View your “insights”

MEASURING YOUR ENGAGEMENT

MEASURING YOUR ENGAGEMENT

WHAT YOU SHOULD BE DOING ON FACEBOOK

WHAT YOU SHOULD BE DOING ON FACEBOOK

Optimize your page Make sure your brand is represented through

visuals Cover photo, avatar, button images Create custom tabs

Make it scannable Pin posts Highlight posts in your timeline

OPTIMIZING TIMELINE

BrandingCustom cover and tabs (ie. Livestrong)

FavoritingBookmarking

1. Allow more than one administrator

2. Open the space to your fans3. Create unique experiences for

your fans

4. Use Facebook Ads & other tools5. Introduce and provide context to

content you share

6. Communicate visually

TWITTERListen & monitor

Tweet speaks to allFollow & share

Immediate & wide

WHAT IS TWITTER?

Micro-blogging platform Links to items on the internet Collects comments in real time Answers the question, “What are you doing right now?”

???

WHY TWITTER?

• Reach out to influencers & build relationships

• Creates online interactions around real world events

• A well-maintained Twitter presence can frame your organization and its leaders as major players

TWITTER IS LIKE…

Screen names

Retweet/Modified tweet

ShortenedURL

Hashtags

WHAT’S A HASHTAG?How does it work?

#LRI2013

WHAT YOU SHOULD BE DOING ON TWITTER

WHAT YOU SHOULD BE DOING ON TWITTER

Listening and monitoringUse the SEARCH functionFind conversationsEngage in conversations already

happeningHashtag & Mention

MEASURING YOUR EFFORTS ON TWITTER

Followers RetweetsMentionsConversion ReportSocial SourcesSocial Sharing

ADDING VIDEOEvery one of the “top 5” social media platforms can somehow host a video.

WHY VIDEO Video is a good way

to connect to your audience – to appeal to their emotions

Big players - Youtube vs. Vimeo

MEASURING VIDEO

Views Favorites Interactions Dashboard graph Social media

metrics of where the video was posted/ embedded

SEO

SEO: THE NITTY GRITTY STUFF MATTERS

Keyword-rich headlinesInternal/external linksTags

ANATOMY OF AN OPTIMIZED POST

Title / Header

LeadShare Button

s

KEYWORDS

Always use appropriate and relevant tags and keywords to a post or page. Find your keywords!

KEYWORDS Add alternative titles,

tags and descriptions to photos and other multimedia content embedded on a page. Cat, kitten, lolcat,

icanhazcheesburger cat, funny cat picture, cat cheeseburger meme

SEO BEST PRACTICES

Create content consistently and often Use keywords, tags and metadata Keep your site and content organized Be social and share your content

GOOGLE ANALYTICS

http://analytics.google.com Sign up & follow directions Get tracking code Paste tracking code in CSS before </head>

or in post before </body>

READING GOOGLE ANALYTICS

BRINGING IT ALL TOGETHER

Think Strategically—Have a plan

Understand tactics to manage your time and make the most from your online communicating

Define what needs to be done first, then choose your toolsIdentify how you’ve made an impact by using metrics

Q + A