Social Media &

Communicationsstaff workshop | jul 2, 2015

why use social media?1. Promote Events2. Share Information Relevant to Your Audiences3. Strengthen / Build Community & New Relationships4. Build Visibility & Brand Awareness

social media is about building relationships:

get people to do what you ask them to do.

key to social media success:

.consistency & frequency

.sharing value, expertise

.know your audience

.diversify content

.be human

.don’t just post, engage

.be informal, yet curteous

.be active, not responsive

THE ANATOMY of a perfect FACEBOOK

POST

- A perfect Facebook post is a link post -

Link posts take advantage of meta tags from your webpage:

including information on the page’s title, description,

and photos.

When you paste a link into the update box on your Facebook

page, Facebook will pull this information in automatically and

place it in a link format.

- A perfect Facebook post is incredibly short! -

Posts that have as few as 40 characters perform better on

Facebook with increased ENGAGEMENT. How much more?

Studies from BlitzLocal & Buddy Media indicate that posts

with 40 to 70 characters have 86% more responses from

recipients.

Shorter is better, for Facebook.

- A perfect Facebook post is sent at non-peak hours -

Competing for attention is not easy, especially in the Facebook News

Feed lineups. Track Maven study for example, found that you should

post during non-work hours, evenings, and weekends. This is why many

brands opt for 24hr cycles, while many recommend posting

5:00 pm - 1:00 am as the best window for Facebook.

That said, SFSS...

- A perfect Facebook post is timely, newsworthy -

Competing for attention doesn’t stop with timing. It applies to

the content value you supply. Sharing value, expertise, but also

responding to burning questions, trends, chiming in when

something of interest piques the interest of your audience.

Examples: Women’s Centre - issues on consent, elimination of taxes

on female hygiene products.

- Can you provide examples of timely, newsworthy content?

- A perfect Facebook post is part of your consistent sharing -

Agora Pulse study reviewed over 8000 Facebook pages, identifying

how to find success, devising a list of 4 attributes:

...and the 4th is

1. find your audience: your passion should resonate with your audiences

2. publish excellent content (for the audience)

3. publish CONSISTENTLY (at least once a day or more)

A Perfect Facebook Post

Is A Part of Your Strategy

what about twitter?what makes for the perfect tweet?

tweet?

Rules for Twitter are similar to Facebook, with sometweety differences.

- consistent schedule- optimized schedule- publish regularly across the 24hr span- provide quality content- experiment - add visuals, emoticons- keep everything as short as possible- link content

CONTENT IS A LAYERED THING.

WHEN YOU THINK OF SOCIAL MEDIA AS PART OF YOUR

CONTENT STRATEGY, THINK LAYERS. THINK ARTICHOKE.

The Basic Building Blocks of a Strategic Communications Plan

*