Practical Social Media Management.ppt€¦ · or by posting the group URL on external websites and...

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2Copyright 2012 Precision Marketing Group, LLC. All Rights Reserved.

Creating a content magnet means knowing the keywords people are using to find your content.

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• Twitter is about the world around you – it is not just about what you are doing and what others are doing. Its about the world around you and the community you create on Twitter. Gives you the opportunity to interact with your audience in real time

• Twitter can be a great communication tool but one of its strongest features is as a listening tool

• Are there people that can help you get your message out – Twitter can be a great networking tool

• Wayne State University’s web communication department uses twitter as a customer service tool to listen, address and reply to problems reported via twitter

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Chris Brogan – Twitter positives:

• Twitter helps one organize create, instant meetups (tweetups).

• Twitter works well as an opinion poll.

• Twitter can help direct people’s attention to good things.

• Twitter at events helps people build an instant “backchannel.”

• Twitter breaks news faster than other sources, often (especially if the news impacts online denizens).

• Twitter brings great minds together, and gives you daily opportunities to learn (if you look for it, and/or if you follow the right folks).

• Twitter gives your critics a forum, but that means you can study them.

• Twitter can augment customer service (but see above)• Twitter can augment customer service. (but see above)

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Think about your username before you pick it – 15 characters. Be sure it reflects Your department and Harvard if possible.

Each account must have a unique email address

Be sure people know your affiliation with Harvard and your department

Pick most appropriate profile picture

See Social Media Guidelines for use of the Harvard name and logo

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• If you start a tweet with @username, not everyone who follows you will see it ONLY people who follow you AND the other person will see it.

• If you want it to be viewed by all people who follow you and who follow them put the @username later in the post or start with a .@username

• Don’t treat @replies as private

• If someone overuses Retweets you can turn retweets off for a specificIf someone overuses Retweets you can turn retweets off for a specific user. Go to their profile and use the drop down.

• Can use Retweet link under post or RT – use RT when you want to add a comment

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Think about your username before you pick it – 15 characters. Be sure it reflects Your department and Harvard if possible.

Be sure people know your affiliation with Harvard and your department

Pick most appropriate profile picture

See Social Media Guidelines for use of the Harvard name and logo

17Copyright 2012 Precision Marketing Group, LLC. All Rights Reserved.

Tweet media warns people if the content you post (video and photos) may contain material not appropriate for all followers. An (appropriate) example would be a medical procedure.

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19Copyright 2012 Precision Marketing Group, LLC. All Rights Reserved.

If you respond to a tweet only you, the recipient and your mutual followers will see it – for broader reach put a period in front of the twitter handle

Length of a Tweet – 140 characters with link, Harvard recommendation 120 characters to allow others to retweet with comment (Identity Guidelines)

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Why participate?Brand evangelismPersonal branding Establishing yourself as a thought leader LinksCreating a Facebook group as yet another touch point for your brand

Some use it as their blogTargeted advertising

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Interaction Notes:

• An item is more likely to show from a profile than a page

• An item is more likely to show if it is simple text then and image with simple text - last videos and links – current algorithm favors this

• 16-17% of “fans” see your information BUT promoted posts are changing thisthis

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Classification helps you rank for relevant searches and provides specific fields for your profile.

Cannot be changed once it is selected so check spelling and choose wisely.

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• Photos and videos show up as thumbnails requiring interaction, include a comment that encourages people to click on the photo and add a comment of their own, simple status updates aren’t going to move you into Top News feeds.

• Interactions matter

• Don’t ask – “What should we share?”

• Ask “What would our fans like to share with each other?”Ask What would our fans like to share with each other?

• Create posts that encourage interactions (click throughs, discussions, sharing)

• Create polls, start a healthy debate/constructive discussion

• Share links

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Have content first.Facebook Advertising for Fans

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Don't focus on "selling" your organization/entity. Rather, put the focus on the group and members. Provide content that would be appealing to them.

Consider using the polling function. Implement a poll to gauge the pulse of the group.

Carry on the conversations. Facilitate group discussions by posting useful information and prompts for future discussions.

Thank people for contributing. If a member becomes a frequent poster, acknowledge them and encourage them to keep it up.

Make introductions between members. Simple introductions can add a personal touch to your group members’ experience.

Promote the group. Promote your group to your personal LinkedIn network or by posting the group URL on external websites and marketing materialsor by posting the group URL on external websites and marketing materials.

Create a LinkedIn badge for members to post on their external sites.

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YouTube regarded as “king”

Owned by Google

800m visitors/mo.

72 hrs. of video uploaded every minute

4b hours watched each month4b hours watched each month

Worlds 2nd largest search engine

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Side by side comparison. Note YouTube Advertising and “noise” with other videos.

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Brand Channels http://www.youtube.com/advertise_signup?full=1 and Advertising Brand Channels - click here

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