From A to Z: Making Sense of Social Media. Sybil Walker Barnes, CAE ASHP Social Media Strategist

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1 From A to Z: Making Sense of Social Media Sybil Walker Barnes, CAE ASHP Social Media Strategist

Presenter Like you, social media strategist Sybil Walker Barnes is always exploring how social media can be incorporated into the pharmacy profession. What are the benefits of digital networking?

2 Presenter Like you, social media strategist Sybil Walker Barnes is always exploring how social media can be incorporated into the pharmacy profession. What are the benefits of digital networking? Are there any drawbacks? How can pharmacists use social media to educate their patients and the public on their role in society? Sybil joined the ASHP Communications team in October With a background in journalism, she has combined her communications skills with a passion for social networking to explore the myriad of possibilities to answer the above questions. She is currently responsible for strategizing and implementing ASHP s social engagement program, which includes a presence on Twitter, Facebook, LinkedIn, and YouTube. Prior to her current position, Sybil was director of social engagement at the American Institute of Architects for 5 years. Similar to her current duties, at the AIA she was responsible for strategizing and implementing the AIA s program, which included a presence on Twitter, Facebook, LinkedIn, Pinterest, Instagram, and YouTube. Sybil has many years of solid experience planning, writing, editing, and overseeing nonprofit organizations communications strategies. Through her work with such associations as the AIA and the American Public Human Services Association, the National Association of Student Personnel Administrators, and the American Museum Association, Sybil has developed some insights about the intersections of association programs and services, brands, and technology. Sybil Walker Barnes, CAE Sybil is a graduate of Howard University and resides in the Washington, D.C., area. She is the proud mom of 2 teenage sons and loves her 3-year-old Shetland Sheepdog. You ll find Sybil discussing social networking and other topics on Twitter under her

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4 From A to Z: Making Sense of Social Media Sybil Walker Barnes, CAE ASHP Social Media Strategist

5 What Is Social Media? Social media is a way for people to communicate and interact with each other online.

6 Why Use Social Media? Because so much of your members experience now lives on the web, social media enables your organization to take part in a member's online experience outside of the typical channels Relationships Feedback Integration

9 How People Use Twitter

10 Share and find industry-specific information Keep up with news in general, in addition to breaking news (replaces RSS subscriptions and traditional news media) Live-tweet their day Keep in touch with people they know Follow famous people Second screen during live events

11 How You Can Use Twitter Share industry news and organizational updates Engage with followers in real time Take part in live Twitter chats Follow strategic hashtags (keywords) Follow members and search for prospective members

12 What s the lifespan of a tweet? a. 6 hours b. Less than 1 hour c. 3 hours d. 24 hours

13 Tactics for Success

14 Consistent Branding and Voice Your organization's brand seeps into every interaction, passive or active, that you have here. You only have 140 characters to communicate your thoughts; every word matters. Responsiveness Respond as quickly as possible. Don't just respond to emergencies or questions. Make sure you also say hello and respond to kudos given to your brand. Measure Align your metrics with business objectives and goals. Data is what really influences your bottom line in social; it helps you tell your own story and find both opportunities and successes.

15 vs.

16 Etiquette Tips

17 Direct Messages Do not send auto DMs to your Replies When you start a tweet with only people who are following both you will see it Hashtags Use #hashtags to expose yourself to a wider audience Shortened Links Use a separate shortening service with builtin analytics Twitter Handles If you're talking about someone who's on Twitter, use

18 Tools to Use

19 Followerwonk Searches Twitter bios to help you connect with other like-minded professionals Hootsuite, Tweet Deck, IFTT, and Sprout Social Apps to help you manage your Twitter accounts more effectively Twitter for Business Twitter cards Helps your content go the extra mile Simply Measured Allows you to measure follower growth, engagement, reach, and even figure out who your influencers are

22 How People Use Facebook

23 Groups User-created groups have varying levels of privacy and security, much like individual profiles. Users can organize groups around any topic or event they like. Events Users organize around a point in time Pages Enables users to connect with a business around issues of interest Facebook Messenger This stand-alone app combines , instant messenger, and Facebook messages

24 How You Can Use Facebook Share content pertinent to the pharmacy profession Share updates on your organization s activities Post photos, photos, and more photos Set up events Consider a group

25 What s the best day to post on Facebook? a. Monday b. Sunday c. Thursday d. Tuesday

26 Tactics for Success

27 Content Consider every piece of content you post an opportunity for increased and specific engagement Timing Focusing your engagements during the time of day your fans are most active will help you grow your community Engagement Join in the conversation with your followers User Flow Make sure you're directing your users where you want them to go Scheduling Automation is handy but remember to be in the moment with your followers

28 Etiquette Tips

29 Respond Users expect things to happen much faster on social channels than on more traditional web channels like Clustered Updates Beyond News Feed algorithmic concerns, it's just annoying to your If you want to call out another public Facebook page or user, you can directly link to their Facebook page, which also notifies them that you're talking about them, by putting and then typing their name

30 Tools to Use

31 Facebook for Business A portal for resources for your Facebook page Facebook Page Insights Rich amounts of data specific to your brand page Simply Measured, True Social Metrics Resources for Facebook measurement and deep analytics of your Facebook page Facebook Studio A gallery of case studies, awards, and examples of great work to inspire your efforts

32 S

34 How People Use LinkedIn

35 Build profiles to showcase their professional background and resumes Connect with individuals they know or have worked with Endorse/rate their colleagues on specific professional tasks and specialties Recommend their colleagues

36 How You Can Use LinkedIn Establish Thought Leadership Establish a business presence and share and industry company news Build Member Advocates Be careful not to overdo selfpromotion; advocacy and word-of-mouth magic happen through positive engagement Drive traffic to website

37 What percentage of LinkedIn users trust product-related information on the site? a. 10% b. 98% c. 87% d. 50%

38 Tactics for Success

39 Stay Current Complete your company page and ensure it is always up-to-date Be Credible Make updating your LinkedIn page part of the compliance process when fundamental updates occur at your company, as LinkedIn is often a source of truth for individuals doing research Be Strategic Gather competitive intelligence for your organization; follow your competitors' pages and watch for their news, updates, and employee changes

40 Etiquette Tips

41 Set Group Rules Be gentle and empathic, but make sure to have rules for your group which you can cite when moderating comments Be Genuine Personalized interactions make other people feel like you actually value and care about them and take interest Share Content LinkedIn is one place where you really don't want to be hidden from people's feeds

43 Questions?

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