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A lot of presentations on social media discuss why business and organisations should enter the space - this one focuses on how and what to write in a social media strategy. It's focused on museums as that's the industry I work in, however there might be ideas for staff outside the cultural sector.
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Writing a Social Media Strategy Writing a Social Media Strategy The PracticalitiesThe Practicalities
Peer LawtherPeer Lawther
flickr.com/saxonmoseley
• The social media landscape
• Zappos and more
• Writing a social media strategy
• What falls out?
• Examples, examples, examples
• Wrapping it up
agenda for today's talk
flickr.com/fredcavazza
[search “forrester groundswell”]
flickr.com/teflon
• You know why social media is important
• A social media strategy is something your organisation wants to pursue
two assumptions before starting
flickr.com/dawgbreath
flickr.com/laughingsquid
“be real and use your best judgement”
zappos.com social media policy
our social media strategy
• Communications – dialogue
• Content – interaction
• Governance – guardianship
our objectives - an overview
social media strategy sections
• Background
• Summary & Challenges
• Objectives (overview)
• Objectives (detail)
• Next steps
• [Appendixes]
twitter.com/sciencemuseum
flickr.com/nationalmediamuseum
flickr.com/tuan100
social media strategy sections
• Background
• Summary & Challenges
• Objectives (overview)
• Objectives (detail)
• Next steps
• [Appendixes]
example departments to talk with
Primary level
• Marketing/PR/Communications
• Web/Digital
• Curators
• Explainers
• Learning
• Content
Secondary level
• IT
• HR
flickr.com/nadsweddinghair
next steps
• Social media guide – a “how to” handbook– best practice guidelines and tone of voice
– legal parameters (financial/confidential, photos of public)
– branding considerations – logos on videos, photos
– linking, tagging and co-promotion of outreaches
– gatekeeper info, for new initiatives
– Schedules and other internal social media initiatives
• Revision of Internal Communications policy
• Training
• Budgets for channel designs and content
• Social media monitoring – reacting to comments
• Extensibility/when to revisit
tinyurl.com/ninaksimon
tinyurl.com/museummktg1
tinyurl.com/museummktg2
tinyurl.com/powerhousepolicy
tinyurl.com/smithsms
blogs.zappos.com
talk with me @peerlawther
thank you for listening
