#sharethis2016 class 3: professional and organizational approaches to social media

Share This: Professional and Organization Approaches to Social

MediaSession THREE

Lance Eatonleaton@northshore.edu

@leaton01North Shore Community College

#ShareThis2016

OutlineOWhy Are Doing This?OHow Are You Doing This?OWhat Are You Doing?OWhat Are You Getting Out of This?OBudgetingOWhere to go from here?OEvaluations

Observations on Social Media Since Last Week?

Why Are Doing This?O Setting Goals & Objectives

O What does your organization want with social media?O A feedback loopO Soft salesO Product/service testingO A chance to show its human sideO Give voice to customers/clients/community

O Identify key terms related to your industryO What is a the value of a follower, like, comment, share, etc?O Who is your audience for your business/organizationO Do you want this to be the same audience for your social media?O How much of your audience can access you on social media?

How Are You Doing This?O Determine audience

O Who do you want to engage with on social media?O Your traditional audienceO New audience

O What are your competitors doing?O What platforms?O What kind of profiles do they maintain?O What kind of interactions?O What kind of followers?

O Determining platformsO Facebook - mustO Twitter - maybeO LinkedIn - most likelyO Others?

What Are You Doing?OThe Big Picture

OListen/Lurk/ObserveODeveloping the social media voice of your organizationOTransparency builds trust.OBe a human entity through a computer screenORespect privacy of clients/constituentsOReward directly/indirectly your community.OBe useful--not in the wayOLook for opportunities to target smaller & more

relevant niches

What Are You Doing?O Make social media outlets visible

O Email signaturesO WebsitesO Regular reference to & engagement with on those platforms

O Clarify what your social media outlets are forO Personalizing the companyO Foster community among customers/constituentsO Opportunities for discounts, promos, freebiesO Access to exclusive contentO Upcoming virtual or live sales/events/opportunities

What Are You Doing?OContent producing & Sharing

O Memes (tasteful/relevant)O Recognition for people doing well

OOrganizationOOn SM Platforms

O Brand ambassadorsO Humanize your staff on SMO Ask questionsO Share stories of the companyO Provide interesting, creative, catchy content

What Are You Doing?OCriticism

OCreate action plan for social media problemsOWho should respond?OHow should they respond?OHow quickly should things be moved up the chain?

ODon't delete (unless containing obscenities, profanity, bigotry)

ORespond quickly & publiclyOWork to fix privately

What Are You Getting Out of This?OMeasuring Interactions

O Internal Analytics of SM PlatformsOAmount of interactionsOKinds of interactionOReach vs. EngageOPost Clicks vs. Reactions, Comments, SharesOOrganic vs. Paid

What Are You Getting Out of This?OTracking, Analytics & Capturing

OShort URLsOGoo.Gl - http://goo.gl

OListening to what’s out thereOGoogle Alerts - http://www.google.com/alerts

OTracking YouTube, Blogger, & WebsitesOGoogle Analytics - http://www.google.com/analytics/

O Capturing SM Across PlatformsOStorify – http://www.storify.com

What Are You Getting Out of This?OStreamlining

OHarvest contentOCreate a SM Planning Sheet

OExcel sheetOWhen to postOWhat to postOWhere to post

OHootsuiteOhttp://www.hootsuite.com

O IfThisThenThatOhttps://ifttt.com

BudgetingO Expand naturally.O Use & encourage your most engaged audienceO ContestsO Dabble before spending.

Where to go from hereOHandout - https://goo.gl/Q0lwM9 OSpend time observing, following, listening.OStart with small stuff & get comfortable with the

format.OFind new sources for your industries that

provide guidance on social media including:O EtiquetteO Hashtags O Social Media Events

EvaluationO Be honest.O Feedback about what you would like to see more of.O Feedback about whether a “Soc Media Advanced”

would be useful.

O Feel free to contact me with further questions and thoughts: leaton@northshore.edu @leaton

THANK YOU!