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Beyond 2.0: Using Social Media
Effectively
Sandra FernandezManager of Public Relations
Houston Public Library
Social Media Landscape
Beyond 2.0
Social Media Landscape
Beyond 2.0
4 Ps of Social MediaPreparePick your networkPay attentionParticipate
Beyond 2.0
Prepare for the crisis before it happens
Beyond 2.0
Prepare: Questions to Consider
5 Ws&1 H
Beyond 2.0
Prepare: Questions to ConsiderWho?What?When?Where?Why?How?
Beyond 2.0
Prepare: Questions to Consider Why?
Why is social media important?
Beyond 2.0
Prepare: Questions to Consider Who?
Who are you trying to target? Customers Potential customers Media Industry
Who is part of your network? Media Colleagues Friends Clients
Beyond 2.0
Prepare: Questions to Consider What?
What is your objective? Fans, comments, subscribers,
new customers, engagement levels, responses…
What are you going to measure against? What are you using as a
benchmark?
Beyond 2.0
Prepare: Questions to Consider When?
When are you going to post? When are you going to look at your
metrics? Where?
Where in social media will you start? Where will you “look” for customers,
connections, friends?
Beyond 2.0
Prepare: Questions to Consider How much?
How much of your resources are you going to invest? Do you have money to spend?
most things are free, but not everything do you have a budget for accounts, equipment,
access? People
Who is going to monitor/participate social media? Will this need to be added to their job
descriptions? employee evaluations?
Beyond 2.0
Prepare: Strategy Make it part of your overall
communications plan: Integrate social media into your editorial
calendar for consistent publishing Integrate social media into your crisis
communications plans Make sure your updates are in line with the
priorities and messages of your organization
Beyond 2.0
Prepare: Strategy Create engagement strategy
Comments, feedback, wall posts, photos, tagging May also need policy
Time issues How quickly can you respond? How much time will this take?
Beyond 2.0
Prepare: Policies & Procedures Do you have official policy? Who is empowered to respond? Which departments need to be
brought into the project? IT PR Customer Service
Beyond 2.0
Prepare: Equipment Are you behind a firewall? Can you
access the networks needed? Do you have a digital camera? video
camera? web enabled mobile phone? computer that will allow you to install tools such as TweetDeck?
Do you have mobile internet access?
Beyond 2.0
Prepare Other items
Make sure multiple people have access to networks
Make sure you have master file of access logins, with others aware of its existence and location
Beyond 2.0
Pick your network Choose your social media networks
Pick one based on your targets Social Networks – Facebook, MySpace
Meeting, finding, connecting Multimedia – YouTube, Flickr, Slideshare
Sharing, learning Bookmarking – Delicious, Diigo
Link sharing, “the cloud” News – Digg, StumbleUpon
News sharing, opinion sharing
Beyond 2.0
Pick your network Pick one based on your targets, cont.
Reviews – Yelp Sharing reviews of companies, services
Geolocation – Gowalla, Foursquare, Facebook Places Checkins, reviews, badges, mayorships
Blogs – Blogger, Wordpress, Tumblr Opinion sharing, news sources
Microblogs – Twitter, Yammer Sharing short updates
Wikis – Wikipedia Collaboration
Beyond 2.0
Pick your network Open personal account
Get comfortable Start!
Beyond 2.0
Pick your network Create plan for your organization
Open organizational account. Start!
If your resources are available, pick another and start there.
Beyond 2.0
Pick your network TIPS
Complete your profile This is how people find you and how you
find others Choose a good profile picture
Make sure you can be recognized Must reflect your business/industry
Beyond 2.0
Pick your network Build your network
Friends & colleagues -- find your friends via email, other networks, friends of friends
Media Contacts -- search Directories:
Twellow Industry listings
Beyond 2.0
Pick your network
Start Today!
Beyond 2.0
Pay attention Listen to what’s being said about
your organization, your industry (RSS feeds) Twitter Search Google Search (blogs & news) Technorati
Beyond 2.0
Pay attention Who are others following, talking
about Friend your friend’s friends
What is being said about your topic Watch the trends
Connect strategically “Like” the right pages “Follow” the right accounts
Beyond 2.0
Pay attention Know your target audiences
What networks do they use? What language do they use?
Casual? Formal? Texting? What information are they looking for in
social media?
Beyond 2.0
Pay attention: Tools Monitoring
Social Mention -- www.socialmention.com
Twitter Search -- search.twitter.com Twitlerts -- www.twilert.com HyperAlerts -- www.hyperalerts.no Hashtracking -- www.hashtracking.com
Beyond 2.0
Participate Respond to questions, clarify, add
more info Contribute to the conversation
Press releases aren’t enough Start a conversation
Ask questions Call to action
Beyond 2.0
Participate: Tools TweetDeck – www.tweetdeck.com HootSuite – www.hootsuite.com Seesmic – www.seesmic.com PostPlanner --
www.postplanner.com
Beyond 2.0
Participate: Tips Learn best practices for your
network and your audiences How often do you need to post to
communicate effectively? What times/days do you need to post?
Beyond 2.0
Participate: Tips Add content from other sites Don’t forget to use keywords Remember to use Multimedia
whenever possible – photos, audio, video, links with excerpts
Beyond 2.0
Tips: Blogging Learn to read your traffic
What content is the most popular? What keywords are readers using to
arrive at your blog? How long do they stay on your site? Where in the world are they?
Comments on other blogs Create an editorial calendar and
stick to itBeyond 2.0
Tips: LinkedIn Find affiliation groups, company
pages and join or follow Ask for introductions Participate in the Questions section Get and give recommendations Customize your URL Learn to use advanced search to
find peopleBeyond 2.0
Tips: Facebook Create lists to segment your friends Find affiliation groups, relevant
pages and join or like Watch your privacy settings
(personal profile and business page) Custom USERNAME Use notifications to retain history Ask questions/use polls
Beyond 2.0
Tips: Twitter Create lists to manage your stream Use a link shortener account
BIT.LY URL Shortener -- http://bit.ly/ OW.LY URL Shortener (HootSuite) --
http://hootsuite.com
Beyond 2.0
Tips: Twitter Learn Hashtags
#SMEM #hounews
Find a Twitter Chat: http://bit.ly/findtwitterchats TweetChat -- http://tweetchat.com/
Beyond 2.0
Tips Learn to “speak” measurement
Things you start measuring today, for FREE (or little money) + your time Audience
# of Followers/Fans/Subscribers Activity
# of posts/tweets/updates Engagement
Comments on your blog or your FB page and responses on Twitter # of mentions, # of retweets, # of conversations
Traffic/Reach Traffic to your blog – visits NOT hits Links to your site or social media channel Clickthroughs on the links you share with your networks Trackbacks, Sharing
Beyond 2.0
Tips Know your score
Klout -- klout.com TweetReach -- tweetreach.com Twitter Grader -- twitter.grader.com
Don’t automate your posts Schedule advanced updates
Beyond 2.0
Tips Publish on the weekend
The four best times for higher engagement rates among followers are at 4 a.m., 7 a.m., 5 p.m., and 11 p.m.
Write simply and plainly Use a real voice – not “press
release” speak Watch Your Post Frequency and
TimingBeyond 2.0
Tips The tool isn’t what’s important,
what’s important is how you use it. Be aware of what you’re trying to do.
It’s important to have a goal when approaching these tools.
Be aware of your limitations. Social media can be time intensive, and most of us have limited resources, so don’t try to do everything at once.
Beyond 2.0
Tips Get everyone on the same page.
If you begin engaging your audiences, then be prepared to start receiving complaints, suggestions and questions via those new channels, whether that’s your intent or not.
You will need to have public relations or community relations, information technology, and your organization’s customer service department all aware of the activities, and have made decisions on how you’re going to handle inquiries before you receive them.
Beyond 2.0
What I’ve learned
Learn from what you’ve done,
& adjust.
Beyond 2.0
Resources & Suggested Reading Twitter 101 for Business
http://business.twitter.com/ Twitter Rules of Conduct
http://support.twitter.com/articles/18311-the-twitter-rules
Contests Twitter’s rules for contests
http://support.twitter.com/groups/31-twitter-basics/topics/114-guidelines-best-practices/articles/68877-guidelines-for-contests-on-twitter
Facebook Promotions Guidelines http://www.facebook.com/promotions_guidelines.
phpBeyond 2.0
Resources & Suggested Reading Crisis Management Tips & Resources
http://www.theprcoach.com/crisis-communications-planning-management/crisis-management-tips-resources/
IACP Center for Social Media http://www.iacpsocialmedia.org Getting Started --
http://www.iacpsocialmedia.org/GettingStarted.aspx
Social Media 4 Emergency Management http://www.sm4em.org/
Beyond 2.0
Resources & Suggested Reading Articles
Emergency Managers: Social Media Tactics to Protect Your Organization, According to Emergency Management Consultant Lucien Canton http://www.ereleases.com/pr/emergency-
managers-social-media-tactics-protect-organization-emergency-management-consultant-lucien-canton-54479
“Social Media in Disasters and Emergencies” survey by American Red Cross: http://www.redcross.org/www-files/Documents/
pdf/other/SocialMediaSlideDeck.pdf
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Q&A Questions?
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Where to find me [email protected] www.SandraSays.com
www.twitter.com/sandrasays www.facebook.com/sandrasays
www.twitter.com/houstonlibrary www.facebook.com/houstonlibrary
Beyond 2.0
