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Navigating
Social Media
Social media is a storm you can’t ignore
A few of the countless options:
Pages
Groups
Live video
Periscope
Twitter chats
YouTube
Snapchat
Blogs
Mobile apps
But you don’t need to be everywhere….
Your audience is key
Kids these days…
Gen Z will account for 40% of all consumers
by 2020
Eight second attention span
Twice as likely than Gen Y to shop on
mobile and to use YouTube
3x likelier to open a chat message
received through a push notification
(rather than an email)
Very involved with volunteering and want
their jobs to impact the world
Concerned about humanity’s impact on the
planet Source: Social Media Today
Photo credit: Danny Nicholson
Why you need a social strategy
To help you evaluate and select the best social
channels for your audience
To help you set SMART social media goals
To help you evaluate your current social media use
Before you begin
Take a baseline:
Audit your current social media presence
Note key metrics for future reference
Evaluate the social media and marketing of your
competitors and/or peers
Listen and learn
What are people saying about your business online?
Setting SMART goals
Specific
Measurable
Attainable
Relevant
Time-bound
Examples of Goals
Reach Engagement
Build awareness
Demonstrate
thought leadership
Shift
sentiment
Gain feedback
Drive traffic
Increase
likes/follows
Drive referrals
Increase
attendance
Recruit members
Garner feedback
Build
a community
Serve as a resource
Develop
relationships
Amplify other
marketing efforts
Generate views
Determine your voice
Is your brand serious and professional? Or, is it
personable and upbeat?
Influenced by your audience and their
expectations
Different topics can require different tones
Crisis communication versus a celebratory
announcement
Set a timeline
Focus on the long haul
Building a social media audience takes time
and consistency
Consider short-term campaigns that are
integrated into your main channels
Don’t create new channels for each new
campaign
Post content that aligns with your goals:
50% | Content that inspires, entertains, engages
or informs your audience
30% | Conversation and interaction
20% | Self-promotion and sales
50/30/20 formulaReach and engage your audience with the
Ask yourself the 5 W’s of Social Strategy
when creating content
Who are you trying to reach?
What are you trying to achieve and/or what do
you want them to do and/or how do you want
them to feel/react/think?
When do you want this to happen?
Where do you want these people to go?
Why?
“Facebook has said publicly that its
new algorithm is intended to leverage
historical data about individual users
to predict which content is most likely
to be perceived as interesting.”The Light Digital
What it means for you:
Determines whether or not
your posts are seen in a
person’s newsfeed
Prioritizes “relevant”
content
High preference for video
(especially live)
Less likely to show click-
bait, memes or ad-like
posts
What is “relevant content?”
Engaging
Interesting
Emotional
Personal
Timely
The content that fits these
buckets will vary depending
on your audience.
Aligning content to the algorithm:
Post content that you predict
people will like, comment,
share, click, etc.
Pay attention to time of day
due to “time decay”
Don’t try to game the system
Don’t link all your social
channels together
Find Content For Each Quadrant
Fuel your audience’s
passion and interest
Involve your audience so
they feel an
authentic connection
Support your audience by
providing relevant
information and resources
Share content that
originates from your
audience
Fuel
Inspire your audience
with content that
surrounds their points of
passion and/or interest
that are related to your
organization. Entertain
them with content they
find interesting.
Invoke an emotional
response.
Inspire someone to take
action.
“Fuel” Examples
Post relevant stories from internal
and external news channels
Share information about exciting
industry trends
Post creative infographics
Share videos
Develop top 10 lists
Share inspirational or motivational
quotes or stories from people your
organization impacted
Involve
Feature real people with authentic stories that connect
back to your core brand
Ask questions and provide opportunities for the
audience to engage with you.
Make it personal
Drive them to take action (register, volunteer, etc.)
“Involve” Examples
Photo gallery or video from an
event
Use of “brand” ambassadors or
influencers
Feature of a person or group
Periscope/Facebook Live
interview with a guest speaker
with a Q&A
Behind-the-scene look
Challenges or takeovers
Support
Provide resources and news that
resonates with and impacts your
audience
Seek to anticipate their needs
Give them the information they need
to take the next step
“Support” Examples
Post about upcoming events
Create a checklist to help
people plan ahead, take
action, etc.
Post a guest speaker’s
presentation online
Answering FAQs
“How-to” instructions
Responding promptly to
questions
Share
Share the news about awards and highlights
Utilize pre-existing content
Repost content created by others
“Share” Examples
Recognizing people for their
achievements
Retweeting a related post
about an event
Sharing ideas and information
Posting a photo gallery
Amplify reach and engagement
Be a helpful resource: Post information, inspiration and
resources that your audience wants or needs
Use tag-worthy and shareable visuals
A specific call-to-action
Read more
Sign up
Donate
Stop by
Bite-sized content
Designed for
short attention
spans
(skimmable)
Linking out to
more information
Intended to
educate, engage
and/or entertain
Create
Once
Publish
Everywhere
COPEGreat content is consistent:
Content calendars
Google Calendar,
Excel, Word, Trello,
etc.
Pre-write content to
ensure it’s balanced
Use social media tools
to schedule content
Photo credit: Matt Hamm
“Pages should avoid encouraging people
to take an action (such as encouraging
lots of clicks), because this will likely
only cause temporary spikes in metrics
that might then be rebalanced by feed’s
ranking over time.”Facebook
Target key posts
Broaden or refine reach
Keys to Success
Determine the goal:
Why are you using social media? What do you expect
it to achieve?
Quality versus quantity:
Pick and choose channels; Post your best content
Remember the “social” in social media:
Talk to people, not at them
Engagement is more important than followers:
1,000 followers who don’t engage means nothing
Few posts go viral: Success is more than likes and
shares
Tactic ideas
for channels
Ask people to engage with your brand
Try prizes and giveaways
Post photos that align
with what users expect
to see on the channel
#Do #not #hashtag
#everything
Twitter & Periscope
Post company and
industry news
Listen and respond to
potential customers
Try Periscope to
engage with users live
or to show a “behind-
the-scenes” look at a
process or event
Pins can drive traffic
back to your website
or blog
Be sure to include
keywords within the
pin for searchability
Good content
marketing platform
Connect with others in
the community
Use blogging as a way
to establish yourself
as a thought leader
Blogging
Fantastic for SEO
Use lists
10 things…
5 reasons…
Show different
perspectives
Events
User-generated content
People post or submit
content (photos,
testimonials, etc.)
Use the content on other
social media channels or for
marketing purposes
Ties to pop culture or holidays
Popular TV shows
Flashbacks: ‘90s,
80s’, etc.
Unusual holidays or
recognition weeks
Scheduling tools
Hootsuite.com
Tweetdeck.com
SproutSocial.com
Image tools
Canva.com
Picmonkey.com
Pablo.buffer.com
Recitethis.com
Piktochart.com
Contests, voting, events, etc.
Woobox.com
Pagemodo.com
Wishpond.com
Smore.com
A few things to keep in mind
Do one channel well rather than five at half effort
Mobile is key
Facebook is not dying, it’s shifting
You don’t have to join every new, shiny channel (Snapchat, etc.)
Social media doesn’t work in a silo
For SEO purposes, occasionally incorporate the “where” in your posts.
Photo credit: Margaux-Marguerite Duquesnoy
Workshop resources
View the presentation, resources & more at:
rachelmesterline.com/workshops/gratiot
Password: chamber
Rachel Esterline Perkins989-330-1201 | rachelesterlineperkins@gmail.com
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