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Social Media Strategy 101
Beth Becker@Spedwybabs
FB: SpedwybabsPinterest: Beth Becker
Evolution in thinking about Social
SocialMedia
Evolution in thinking about Social
Social SocialMedia Networking
Evolution in thinking about Social
Social Social
Social
Media Networking
Sharing
Evolution in thinking about Social
Social Social
SocialSocial
Media Networking
Sharing Shopping
Evolution in thinking about Social
Social Social
Social
Social
Social
Media Networking
Sharing Shopping
Being
Pyramid of Social Media Strategy
2
Pyramid of Social Media Strategy
Targeted Engagement
2
Pyramid of Social Media Strategy
Targeted Engagement
OrganizationIntegration
2
Pyramid of Social Media Strategy
Targeted Engagement
OrganizationIntegration
Authenticity
2
Pyramid of Social Media Strategy
Targeted Engagement
Content
OrganizationIntegration
Authenticity
What do I want to say?
PUSH
YourContent
What do I want to say?
PUSH PULL
YourContent
YourContent
Message
Great content for social media isn’t just about the message or the call to action…
it’s about content that the audience
WANTSto be seen interacting with
Who do you want to say it to?
Targeted Engagement
Political Ideology
Issues of Interest
Network
Hashtags
When do I want to say it?
FacebookFB Self Reports Best Time in general:
9-10 PM ET
Facebook Insights
Tweriod.com
No Best Time- Repetition
When do I want to say it - Part B
Rapid Response vs Strategic Plan
Who do I want my audience to repeat it to?
Pay attention to what people comment on/retweet
Notice people’s bios
Ask open ended questions and note who responds
What areas of interest do I share with my audience?
Biggest +Building
community; Groups
Influencing the
Influencers
Easiest Targeted
Engagement
Web Traffic Driver
Integration of Blog
w/Social
Biggest Demographic
s
Pretty even gender split,
under 35
18-24, no gender gap
Tech minded
young men (18-25)
Women w/80%
18-34, little gender gab
Types of Content
links, pictures, video get
most traffictext only
links most popular
pictures/video are now
embedded
links, text, pictures,
video, podcasts
pictures and video
anything goes
Best Uses
long term conversations, social action,
internal & external
communication
media/blogger outreach; real
time conversation;
trend monitoring
hangouts for small video conferences
web traffic referral, meme testing
collaborative social media
ie. story gathering
Which social media platform is best to accomplish my goal?
How formal is my relationship with my audience?
Don’t mistakeformalityfor lack ofpersonality
Offline Online
Doing a townhall Take ?s via Twitter or Facebook
Holding a press conference Do a Blogger Call/Hangout
Door knockingLive Tweet- do a series of Pinterest
boards featuring neighborhoods
Holding a rally Create a foursquare location, Live Tweet, designated #
Doing any kind of advocacy push Collect stories/pictures etc via Tumblr
What other pieces are there to this effort & how can social media complement them?
Some Basic Best Practices
Measure the numbers that matter: Action/Engagement NOT Followers/Likes #dontbeanewt
Some Basic Best Practices
Shorten Links
Practice Safe Social Media
Use strongpasswords
Lock Your Phone
Carefulwhich appsyou approve
“Homework”
For your campaign...answer the following questions:
Who do you want to talk to?
Where on social media are you likely to find them?
What do you want to talk to them about?
When do you want to talk to them?
What are our campaign’s tactics and what can we do on social media to complement them?
