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In work, as in life, sometimes you have to go it alone. It’s not easy, but it can be done. April Finnen and Amanda Changuris have learned a thing or two the hard way about doing marketing and communications alone, these are the slides shared during their 75-minute webinar from the Mayo Clinic Center for Social Media, Astute Solutions and Ragan Communications.
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Flying SoloEffective Strategies for a
One-Person Communications Department
April Finnen - @AprilFinAmanda Changuris - @AmandaChanguris
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Managing Yourself
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The Press Release Talk• Don’t just say OK• Ask why• What are the
goals?• … then propose
better alternatives
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What have you done for me lately?
• Report regularly• High-level• “Buckets”• Metrics
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Measure Everything!• Don’t overthink it• Spreadsheets work• Think about your data• What are the numbers
telling you?
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What do you think we should do?
• Problem• 2+ solutions• Pros/cons• Your recommendation
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Don’t Repeat Mistakes
• Fix it… everywhere• Remember it• Write it down• Share the list
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“Sure, I can do that.”• Don’t overpromise• Know your constraints• Set expectations
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Make a List• Don’t check it twice*• Life happens• Check in
*with your boss
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Never Stop Learning• Associations• Training• Industry news• How-tos / trends• Peers• Be a kid again:
“Why?”
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The Successful Social Media
Soloist
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Notifications & Monitoring• Invest in a paid tool– Argyle Social• Everything in one place• Key word searches• Email notifications for flagged items• Basic analytics
– HootSuite Enterprise– Spredfast, Falcon Social, Shoutlet, Percolate– Radian6
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Notifications & Monitoring• Use the free tools, too– Platform Notifications– Google Alerts– Talkwalker– Hyper Alerts– Nutshell Mail
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Automation• Impersonal, but practical– Sharing blog posts to Facebook,
Twitter, etc.– Sharing an e-newsletter to Twitter
via MailChimp– Scheduling content to spread it out
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Analytics
• Always be ready to show your work– Conversions (be creative)– Relationship-building• Clicks• Comments• Tweets• Likes
– Email open rates, clicks
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Content Generation• Gather ideas– Follow your peers on Twitter– Subscribe to industry updates– Use HARO– Keep it all organized
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Content Generation• Time management– Check on streams when task shifting– Schedule time to write
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Content Generation• Repurpose your content– Press release blog post– Blog post e-newsletter– YouTube blog post e-newsletter
(and on your website, of course)
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Content Generation• Recruit help– Guest blog posts, tweets, etc.– Ask for ideas– Make it easy for others
to contribute
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Content Generation• Use an editorial calendar• Think ahead• Establish a strategy and stick with what works• Start here: http://bit.ly/SMEditorial
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Solo, but Mighty• Solve problems• Share your successes• Ask why, and what if
• Set up layered notifications• Get comfortable with analytics• Establish a content generation strategy
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