Social Media Menu #Assncongress

8/6/2019 Social Media Menu #Assncongress

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Page Number: 1/4 Copyright: Miguel Neves ([email protected])

Social Media Menu

Starters (Creating a social media presence)

Linkedin Company ProfileIndividual/Organisational: Organisational* Risk level: Low

Benefits: Recognition, SEO, potential followers, HR links

Challenges: Maintenance, can be hijacked

Resources needed: 4 hours/year, basic level

Data/skills needed: Logo, official company info and detailed list of services/products

KPI: external followers (clients & fans) recommendations for services/products

Best Practice example: Project Management Institute (http://www.linkedin.com/company/11352)

Facebook Page

Individual/Organisational: Organisational* Risk level: Low

Benefits: Recognition, SEO, creation of fan base, interaction, raising brand profile

Challenges: Must be monitored, hard to gain fans

Resources needed: 2 hours (setup), 2 hours/week (management), basic level with image manipulation

Data/skills needed: Logo, official company info, images encouraged, regular updates

KPI: Number of fans and interaction with fans (likes and comments)

Best Practice example: European Commission (http://www.facebook.com/EuropeanCommission)

Twitter Profile

Individual/Organisational: Either (Individual preferred) Risk level: Low to Moderate

Benefits: Recognition, SEO, real-time interaction, raising brand profile

Challenges: Must be monitored continuously, can be abused, lack of action can be detrimental

Resources needed: 2 hours (setup),2-5 hours/week (management), intermediate level

Data/skills needed: Logo, short company info, custom backdrop optional, twitter code skills (see: http://ow.ly/5BcNN)

KPI: Mentions, followers and list inclusions

Best Practice example: Action Fraud UK (http://twitter.com/actionfrauduk)

Mains (Developing your social media presence)

Linkedin Groups Participation

Individual/Organisational: Individual Risk level: Low

Benefits: Become commentator,demonstrates topic knowledge, good visibility, can influence decision makers/sales tool

Challenges: Resource heavy, can attract negative comments, fine line between sales and participation

Resources needed: 2-5 hours/week, basic/intermediate level

Data/skills needed: Subject expertise, discussion leading opinions

KPI: Interaction with other users - comments or likes

Best Practice example: N/A


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Linkedin Groups ModerationIndividual/Organisational: Individual Risk level: Low/moderate

Benefits: Business development opportunities, control over topics and group rules

Challenges: Time consuming (depending on size of group), group politics can become challenging

Resources needed: 2-8hours/week (depends on size of group(s)), intermediate level

Data/skills needed: Subject expertise, group management skills

KPI: Growth in group and regular contributions from members

Best Practice example: Group = Whos Who in Events (various moderators)

Linkedin Groups CreationIndividual/Organisational: Individual* Risk level: Low/moderate

Benefits: Tailor group to individual/organisation, excellent profile building tool, online community building

Challenges: Time consuming, group may lack relevance and traction, negative group image can affect organisation

Resources needed: 5 hours (setup), 2 hours/day intermediate level

Data/skills needed: Subject expertise, group management skills, popular and unexploited topic for group s focus

KPI: Growth in group and regular contributions from members, links to group

Best Practice example: Event Planning & Event Management - the 1st Group for Event Professionals

Linkedin Jobs

Individual/Organisational: Organisational* Risk level: Moderate/high

Benefits: Linking to company profile and user connections, large database, main function of Linkedin, organisations profile

Challenges: Spam from recruiters/CV writers, Potential favouritism for close connections

Resources needed: 1 hour/job, intermediate level

Data/skills needed: Full job description (use Linkedin template for full link potential)

KPI:Applications

Best Practice example: CFA Institute

Linkedin EventsIndividual/Organisational: Individual* Risk level: Low/moderate

Benefits: Simple interface, shows community members, attendee led marketing, attendee interaction

Challenges: Public RSVP list can be exploited by competitors, basic functionality, does not integrate with official registrationResources needed: 1-2 hours/event, intermediate level

Data/skills needed: Full event information, official registration setup

KPI: RSVPs and comments

Best Practice example:Association Congress 2011

Linkedin Applications IntegrationIndividual/Organisational: Individual* Risk level: Moderate

Benefits: Exploits online reach, Useful community and profile building applications, demonstrates online integration

Challenges: Technical issues, additional application management required, possible incompatibility issues

Resources needed: 1 hour/application(+ application management) intermediate/advanced level

Data/skills needed: Variable

KPI: Enhancement of Linkedin profile, positive comments

Best Practice example: Ruud Janssen (WordPress, SlideShare, Tripit, Reading List)

Linkedin AnswersIndividual/Organisational: Individual Risk level: Moderate

Benefits: Have expertise recognised by community, demonstrates topic knowledge, can influence decision makers

Challenges: Limited visibility (not a popular function), can be manipulated, tenuous links to organisations

Resources needed: 2-5 hours/week, intermediate level

Data/skills needed: Topic expertise

KPI: Best answer votes

Best Practice example: Graham Jones (Internet Psychologist)


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Facebook Events

Individual/Organisational: Either Risk level: Moderate

Benefits: Simple interface, good sharing potential, shows community members, attendee interaction

Challenges: Public RSVP list can be exploited by competitors, basic functionality, not official registration

Resources needed: 2 hours/event, intermediate level

Data/skills needed: Full event information, links, photos

KPI: RSVPs, comments and sharing event by attendees

Best Practice example: MPI World Education Congress 2011

Facebook Groups

Individual/Organisational: Organisational* Risk level: Moderate

Benefits: Share resources, community feeling, simple setup and management, SEO

Challenges: Lack central control, may not be popular with target audience


Data/skills needed: Relevant topics/discussions

KPI: Member interaction, links shared

Best Practice example: MPISCC (http://www.facebook.com/groups/47896738585)

Twitter Chats

Individual/Organisational: Individual preferred Risk level: Moderate

Benefits: Sharing of knowledge, showcase expertise, community building

Challenges: Time limited, limited scope for meaningful contributions, can alienate followers not on chats

Resources needed: 1-2 hours/week (per chat), intermediate advanced level

Data/skills needed: Knowledge of twitter as communal chat tool, topic knowledge, community management

KPI: Quality of Discussions, follow up conversations, number of users following chat

Best Practice example: #eventprofs (see:http://bit.ly/ChatSched)

Twitter Hashtag & Profile Monitoring


Benefits: Good source of content, community monitoring, enables simple real-time profile management, great for live events

Challenges: time consuming, SPAM filtering required, can bring negative feedback at live events


Data/skills needed: #Hashtag and community research required, live event monitoring

KPI: Indentifying online communities and influencers


Twitter Social Listening


Benefits: Informal feedback on topics, real-time, valuable user generated data

Challenges: Depends on search terms, data can be biased,

Resources needed: 3-6 hours/week, advanced level, external software optional

Data/skills needed: Keyword research, target user profile

KPI:Accurate and comparable target analysis

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Dessert (Enhancing your social media presence)

Facebook Customised Tabs

Individual/Organisational: Organisational* Risk level: Variable

Benefits: Customised Facebook presence, can include online store, integration with website, links to other social media

Challenges: Complex, needs IT expert, sometimes unstable, Facebook restrictions

Resources needed: May Require programming/IT expertise (varies with project)Data/skills needed: Careful planning of tab objectives and design

KPI: Change in page usage, interaction with users, clickthroughs

Best Practice example: Meeting Professionals International (MPI)

Facebook Website Integration

Individual/Organisational: Organisational* Risk level: Variable

Benefits:Adds social elements and interactivity to website, showcases fans, facebook connect simple login

Challenges: Opens website to negative feedback, privacy concerns with facebook interaction

Resources needed: May Require programming/IT expertise (varies with integration level)

Data/skills needed:Advanced knowledge of facebook and best integration/design research

KPI: Facebook community increase and time spent on website

Best Practice example: http://www.life.com

Twitter Website Integration

Individual/Organisational: Either Risk level: Variable

Benefits:Adds real time stream to website, can be filtered and customised, multiple sources possible

Challenges: Must be constantly managed, possible negative feedback (depends on integration)

Resources needed: 2-5 hours (setup) + management of twitter account, advanced to IT expert

Data/skills needed: No extra data needed

KPI: Time spent on website and twitter engagement (followers and mentions)

Best Practice example: http://www.sowerofseeds.org/ & http://www.benjerry.com

Advanced Twitter & Facebook Management

Individual/Organisational: Either Risk level: Variable

Benefits:Advanced content aggregation and management of multiple channels, cohesive approach, multi-user control

Challenges: Setup time, can lead to repeat messages for multi-channel fans/followers, additional software skills needed

Resources needed: 2-5 hours (setup), 1-2 hours/day (management), advanced level

Data/skills needed: Topic expertise, social networking etiquette, up to date content

KPI: User engagement, followers/fans

Best Practice example: N/A (Tools: HootSuite & Tweetdeck)

Advanced Social Listening

Individual/Organisational: Either Risk level: Low

Benefits: Instant feedback on topics, real-time, valuable user generated data, in depth automated analysis

Challenges: Costly, potential information overload, information relevance questionable, skewed results possible

Resources needed: 3-4 hours/week (per topic), expert level, external software required

Data/skills needed: Keyword research, advanced target user profile

KPI: valuable real-time feedback on product/services or market/competition

Best Practice example: N/A (Tools: radian6 & Meltwater Buzz)

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Social Media Menu #Assncongress