Social Media Masterclass Georgia Government Communicators Conference Presenter Krystal Hart
Learning Objectives 1. Recognize pitfalls of social media use for business purposes. 2. Develop effective and efficient social media plans. 3. Implement and evaluate social strategies for application to his/her organization.
Introductions What is your name? What organization do you represent? What is something unique about your municipality that people do not know?
Why Social? 75% of online users visit social networking or blogging sites. Consumers desire for information has increased. Organizations are able to be content creators. Cuts out reliance on third-party endorsements. Part of the customer service and appreciation process. Facilitates direct engagement. Relatively low cost.
Fact and Fiction MYTH: Social Media is a waste of time MYTH: Anyone can do the job MYTH: Social Media is just a fad Truth: When assigning purpose, value, and business functions to a social media plan, it can be an effective communication tool for business success. Truth: Every social media function in an organization requires training and mission-specific skills. Allowing anyone to do the job without a plan, training, or evaluation is a recipe for disaster. Truth: Our methods of communication have been fundamentally transformed. We have experienced a cultural shift transitioning from Radio to TV to Internet to Digital Media to Social Media. The tools and the platform will change, but the way in which people communicate through digital networks and communication devices is here to stay.
Principles Social communication is all about being SOCIAL. You have to put forth an effort to build authentic relationships. People embrace authenticity. They want real content from real people. Social media is a 365-campaign. It is an ongoing commitment to be present and be part of your customer s online experience. Quantity and quality are equally important. Only post content that your audience wants and needs.
Objective 1
Pitfall 1: Content isn t native
Pitfall 2: Content isn t social
Pitfall 3: Content isn t strategic
Auditing This is an exercise where accounts are examined to see how they measure up to best practices and competitors. It also includes observations on target audiences, branding, goals, types of content, etc.
Objective 2
Without a strategy, social media is just a hobby.
Key Parts of the Plan Objective: What purpose does the social media serve? What is the mission? Goals: What goals are you trying to reach? Remember they need to be SMART (specific, measurable, attainable, relevant, and time-bound) Target Audience(s): What segment(s) are you trying to reach? What are their interests and needs? Platform(s): What platform(s) will you use? For what purpose will you use the platform? Voice/Persona: If the page was a person, how would he /she look, talk, and behave? Content Marketing Plan and Editorial Calendar: What type of content will you post, how often, to whom, who is responsible, and how will you promote it? Measurement and Evaluation: What are you trying to measure? What indicators can you measure that tie back to your goal?
4 x 4 Method Beginning of Month: Set goals, Create themes, Plan ad buys, Identify events/holidays Beginning of Week: Schedule content, Research articles, Find photos, Identify influencers Each Day: Check notifications, Respond to messages, Engage (Like, Comment, Share), Check posts End of Month: Review insights, Analyze data, Identify top performing content, Set New Goals *Approximately 30 hours per month for 3 accounts
Planning This is an exercise to plan out your social media content and new ways to use your platforms.
Objective 3
Measurement & Evaluation Focus on 2-3 key performance indicators (KPI) and how to use that information to evaluate your program. Social media activities can be tied to the following business goals: Increase in sales or registration (financial outcome) Reduction in costs (financial outcome) Increase in website visitors (nonfinancial outcome) Change in sentiments (nonfinancial outcome) Improved customer service (nonfinancial outcome) New requests for information (nonfinancial outcome) Likes, shares, or downloads for a photo, video, or audio (nonfinancial outcome) Number of comments (nonfinancial outcome)
Measurement & Evaluation Process For every platform there is a corresponding feature or app that will assist you in collecting data. 1. Start with the free stuff offered through the platform and gather as much information as you can. 2. Become familiar with Google Analytics and use it to fill in the missing gaps using information from your website traffic. 3. Check out a dashboard like Hootsuite or Sprout Social if you feel you are not able to get all the information you need from steps 1 and 2. 4. Invest in the use of a third-party vendor to collect/analyze the data for you and build campaigns if you don t have the time or skills.
Recap Social media is a useful tool for personal and professional use. Several principles exist that can help social media managers avoid misuse of social media. Before you start implementing a social media campaign, you should conduct an audit and create a strategy. Once you implement a plan, you need to make sure measurement and evaluation is completed at least quarterly. Don t stop learning about social media techniques and tools!
Q&A
Homework Complete your worksheets: Complete all sections and implement your strategy. Join the pop-up Facebook group: 30-Day private group for extended help. Participate in an engagement pact: Follow then like, comment, or share each other s work every day.
Thanks! Sparrow Communications krystal@mysparrowcommunications.com www.mysparrowcommunications.com 912-376-9342 All images by Shelly C. Studio
Presenter: Krystal Hart 10+ years public relations experience in various sectors Writer - Trainer - Consultant for Entrepreneurs and Nonprofits Specializing in social strategy and communication audits www.mysparrowcommunications.com