Strategic social media management: Post with the end in mind

Transcription

1 Strategic social media management: Post with the end in mind

2 Bethany Wallace Communications & Consulting I partner with mission-minded organizations, employers, & educational institutions to facilitate communications transformation & growth. Soft skills solutions for your hardest challenges LinkedIn: bethanywallace Facebook: bethanywallaceco

3 1. Branding & social media Posting practice

4 First impressions are often made within 7 seconds. -Forbes.com, Dr. Carol Kinsey Goman

5 Social media is an easy, quick, consistent way to communicate your organizational brand.

6 Ways we communicate brand: Words Pictures Social media Behavior & attitude Appearance Workplace communication/interactions Branding statement Bio ( About page) Services Customer service Timeliness of responses Engagement We are always building or destroying our organization s brands.

7 3 key components to social media management Audience Metrics/ assessment Objectives/goals

8 3 # of social platforms used by average U.S. adult 68% Of U.S. adults use Facebook 95% Of Americans own cellphones (77% smartphones)

9 Social media and branding Pew Research, 2018 Facebook Instagram Twitter High school students 60% 29% 18% College students 71% 36% 25% College graduates 77% 42% 32%

10 Don t forget about LinkedIn High school: 9% College students: 22% College grads: 50%

11 Who are you targeting?

12 Audience determines EVERYTHING. Platform selection: Look for the links Gen Z prefers image-based social media. 41% more women use Pinterest than men. LinkedIn is popular amongst college grads & higher income households. LI users often use Twitter.

13 Where are your people? Find them. Know them. Don t expect people to find your organization. Research your audience. Get creative! Hire interns or tech-savvy volunteers. Study your target audience s social media habits, trends, likes, and engagement patterns.

14 How do you measure success when managing social media (KPI-key performance indicators)? Engagement Views & previews of Page/profile Post reach (organic vs. paid) Followers (active!) Keyword report (Twitter) Saved report (Insta, Pinterest) Clicks & interactions (LI) Duration, watch time, likes/dislikes (YT)

15 How do you measure success when managing social media (KPI-key performance indicators)? Shares Comments Brand mentions/tags Impressions Traffic to your website* Lead generation Customer acquisition/conversion rate

16 Assessment: Begin with the end in mind

17 Drafting a SMM plan First: Review sample plan. Second: Develop your own. Third: Share with another conference participant.

18 7-8 minutes Please work quietly and allow others to do the same.

19 1 brave soul

20 1 minute Jot down as many types of posts (content ideas) as you can recall/imagine.

21 Share your tips

22 Content: What s creative and useful? Video Narratives/stories Cartoon Memes Polls How-to list Infographics Quotes Stats Tip/suggestion Slideshow Live webinar Guest post from industry expert Contest with a giveaway

23 Successful social media management

24 Successful social media management

25 Successful social media management

26 Successful social media management

27 Social media opens the doors of communication. It s your job to maintain communication. Engage your audience online AND OFFLINE.

28 As offline, so online -Samantha Hartley

29 Thank you! Any (Twitter) Bethanywallaceco.com