Page 1
How To Lose Followers And Alienate Fans - Not!
WordWrite CommunicationsVisitPittsburgh | May 18, 2012
Page 2
Follow us! #somepgh
@wordwriteprwww.facebook.com/
wordwritepr@paulfuriga
@justhollieg @emmasreallytall
Page 3
How old is Twitter?
a. 8 years old
b. 3 years old
c. 6 years old
Page 4
How long have you used Twitter?
a. 1-2 years
b. 3-4 years
c. Since day 1
d. What’s Twitter?
Page 5
How do you use Facebook?
a. I post on behalf of a brand or organization
b. I only use Facebook for personal purposes
Page 6
Developing content
• Social media should not be used as a bullhorn– A proper balance of
self/brand promotion, industry news and actual engagement with fans and followers is needed
– YES, actual conversations!
Page 7
Key Takeaway – 1/3 Rule
#SM content should follow the 1/3 rule:•1/3 self promotion •1/3 industry/local news •1/3 engagement with fans and followers #somepgh
Content is King; engagement
is Queen. And, SHE rules the
Land! #somepgh
Page 8
How to alienate your Twitter followers:
Page 9
How to engage your followers
Page 10
But how do I do all that AND my other responsibilities?• Social media calendars
– Themes for the month– Posts around holidays/
events/ seasons– Weekly feature
• Schedule– Hootsuite* (be careful with Facebook
posts b/c “share” is removed)
– Most industry news and self promotional posts can be scheduled
Page 11
Key Takeaway• Use social media calendars and scheduling tools
to manage #SM time and balance content. #somepgh
Page 12
So how do I know if I’m boring people?
• Content should vary across all networks– Don’t link accounts– Different network, different purpose.
Change content accordingly• Gauge interest occasionally
– Create a simple post that specifically asks for interaction
• Test, test, test!– You won’t know what your audience likes
unless you try.
Page 13
Key Takeaway• Vary #SM messages across platforms
#somepgh– Listen – Use photos/ video – 80-90%– Mix it up – links, polls, video – Never rely on just one form of post– Change cover image and background
frequently.– Use “call to actions” in your posts. Active
verbs!
Page 14
How would you word the post?
• It’s Groundhog Day, write a Facebook post to promote a Sheetz breakfast sandwich.
Page 15
How they did it
Page 16
How would you write it?
• Mother’s Day is approaching and you need to get people into your jeans store for a promotion. How would you craft your tweet?
Page 17
How they did it
Page 18
How would you post it?
• You are Coca-Cola and you are looking for a fun way to engage your Facebook fans this afternoon, what do you post?
Page 19
How they did it
Page 20
A few words about WordWrite . . .
• A PR firm with the most valued public relations model in the world (StoryCraftingSM).
• Combined 131 years PR, journalism and marketing experience among staff.
• A “small giant” built on guerrilla strategies:– Created our own “secret sauce” in StoryCraftingSM
– Use StoryCrafting to reposition us at the front end of the marketing value chain
– Smart application of complementary tools and processes (Hubspot)
Page 21
Our gift to you…
• Visit www.wordwritepr.com/visitpittsburgh to download samples of our:– Annual social media calendar– Social media overview– “We’ve Gone Social” communication document
Page 22
Helpful #SM resources
Page 23
Thank you! Questions?
Linked In:www.linkedin.com/companies/wordwrite-communicationsTwitter: @wordwriteprFacebook: www.facebook.com/wordwriteprOnline:www.wordwritepr.comwww.wordwritepr.com/[email protected]