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We will share tips and tricks for maximizing your station's impact on each platform.
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Best Practices for Marketing Your Station on Facebook, Twitter & LinkedInMarch 7, 2013
#pubtraining@nprdigitalsvcs
• audience• goals• content• community
previously on…using social media to promote your station
1. not about you 2. has purpose3. marathon
if you remembered only 3 things
• optimize platform• encourage engagement • measure effectiveness
agenda
• vanity URL• cover photo• about section• milestones
optimize station facebook profile
searching for your station
WABE saw 30% increase with URL change
Go to www.facebook.com/username
claim your vanity URL
cover photo – call to action
cover photo – specific initiative
cover photo – user generated
cover photo – user generated cont.
cover photo for your fans
about section
about MPR
create milestones
Age
0-2425-3435-44(45+)
Income
0-25K25K -50K50K-100K100K+
Gender
MaleFemale
Education< High SchoolHigh SchoolSome Col-legeBA or MA
facebook demographics
identify key influencers
• active followers• news partners and community organizations• local personalities and public figures• station personalities and shows with pages
• publish at least once a day, optimally 3-5 times a day
• three biggest usage spikes occur weekdays at 11:00 AM, 3:00 PM and 8:00 PM EDT
• wednesday at 3:00 PM EDT is biggest
when should you engage on facebook
• photos & videos• local, quirky and relatable • questions• exclusive
what is the most engaging on facebook
facebook contests
• Volume• Reach• Engagement• Influence• Virality
measuring effectiveness on facebook
facebook insights
• name• image• bio
optimize twitter profile
what’s in a name on twitter?
a picture is worth 140 characters
bio: searchable and explanatory
Gender
MaleFemale
Age
0-2425-3435-4445+
Income
0-25K25-50K50-100K100K+
Education< High SchoolHigh SchoolSome Col-legeBA or MA
twitter demographics
identify key influencers
• active re-tweeters• news partners and community organizations• local personalities and public figures• station personalities and shows who tweet
publish at least 3-5 times a day
post early in the afternoon Monday – Thursday
the half-life of a tweet is about 2.8 hours
don’t overlook weekends
when should you engage on twitter?
• write headlines that get attention• put the link in the middle• have a personality and be of the moment
what is most engaging on twitter?
measuring effectiveness on twitter
tweet reach #pubtraining
• name• profile• basics+
Optimize linked In profile
claim your name
complete your profile
give it some thought
go beyond the template
linkedIn demographicsGender
MaleFemale
Age
0-2425-3435-4445+
Income
0-25K25-50K50-100K100K+
Education
< High School
High School
Some Col-lege
BA or MA
identify key influencers
• participate in groups to identify active users• follow thought leaders in your field• use tools such as inmaps
• interact at least once a week
• ask questions of your community
• participate in existing conversations
when should you engage?
your network
• searchable and informative descriptions • join or create group(s)• use tools
what is the most engaging on LinkedIn
measuring effectiveness on LinkedIn
klout
peer index
Facebook Group [private]
NPR Member Station Marketers
LinkedIn Group [private]
NPR Member Station Marketers
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