social media best practices
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Social Media Best Practices
Tyler Convention & Visitors BureauMay 15, 2014Tyler, Texas
Get these slides here::http://sarahtpage.com/VisitTyler/
Agenda
Types of social media contentCreating “sharable” contentWhere to find contentKeeping it realBest practicesGreat examples to copy
Types of Social Media Content
Facebook Content
Photo
Link
Facebook Content
Status UpdateVideo
Profile Photo or Avatar
User name or handle
Hashtag
Mention
Twitter - Anatomy of a Tweet
Shortened URL
Retweet
Twitter Content
Tweet
Twitter Content
Retweet
Twitter Content
@Reply
Pinterest Content
Pin
Pinterest Content
Video Pin
Pinterest Content – Rich Pins
Place Pin
Pinterest Content – Rich Pins
Article Pin
Pinterest Content – Rich Pins
Product Pin
Pinterest Content – Rich Pins
Recipe Pin
Pinterest Content – Rich Pins
Movie Pin
Instagram Content
Creating Sharable Content
To bring valuable and entertaining content to others
To define ourselves to othersTo grow and nourish relationshipsTo get the word out about causes and brands
that I care about
Why People Share
Source: NYTimes Insights Group
… Ask yourself these 3 questions:How does this add value for our audience?How will this help or entertain them?Why will the share it?
Before You Post …
Source: http://blog.hootsuite.cpm
K. I. S. S.Keep It Significant and Shareable
Source: Brian Solis; Mashable
NEW!
Positive NegativeAmusing ShockingInspiring AngerCute FearIlluminating Controversy
Make It Share-worthy
Source: http://blog.hootsuite.com
OMG! OMG!?!?!
8 Ways To Create Sharable Content
Create content that shows fans you really care– Build strong relationships– Make your brand feel like
a friend
1. Have a Heart
Source: http://blogs.constantcontact.com
Fans share content that helps them share their identities– How does your
product/service help them do that?
2. Discover What Drives Your Fans
Source: http://blogs.constantcontact.com
Humor is important in connecting with people socially– How does your
brand elicit a positive emotional response?
3. Make Them Laugh
Source: http://blogs.constantcontact.com
Show how you care about something that matters– Share what you
stand for– Be inspiring, and
your fans will be inspired to share
4. Take a Stand
Source: http://blogs.constantcontact.com
Be helpful– Create “how
to” content that addresses your FAQs
– Share tips; make things easier
5. Provide Practical Value
Source: http://www.entrepreneur.com
Tie in your product to the things people are talking about– How can you relate
to those topics?– How can you
capitalize on them?
6. Relate to Trending Topics/Current Events
Get fans talking by asking questions– Avoid yes/no
questions– Put nostalgia to
work
7. Ask Questions
It’s remarkable how easily fans will do what you tell them– Want them to
“Like”? Ask them.– Need them to share?
Tell them to.
8. Tell Fans What You Want Them To Do
Where To Find Content and Save Time Doing It
1. Curate
Keep current with blogs using Feedly
Develop a bookmarking system to save and share content
Set up and use Google Alerts
Develop and use Twitter Lists
Start a Flickr Group and automate your photo searches
If you agree to these rules, you can join the group
Only post pictures to this group for which you own the original copyright or are in the public domain.
All pictures posted to this group may be used by the Colorado River Trail in its various publications, both print or online (including social media). We will credit you as the photographer on any photo that we use.
Only photos depicting the Colorado River Trail region will be accepted. We reserve the right to reject submissions to our Flickr group displaying content we deem to be inappropriate or offensive without prior warning. The Colorado River Trail reserves the right to update the Group Rules.
http://tourism-tech.com/2012/02/24/need-flickr-photos-for-your-destination-automate-it/
Automate your photo searches
2. Join/Start Relevant and Helpful
Facebook Groups
Tourism industry partners group
3. Let Others Do the Work for You
4. Use Hootsuite or Tweetdeck
Keeping It Real
Insights
Best Practices
1. Develop a strategy
First, Some Questions
1. Can you describe your business/organization?2. What are your goals?
a. Generate salesb. Brand enthusiasm c. Loyalty
3. What is your relationship with your audience?a. Awarenessb. Interestc. Actiond. Advocacy
Source: Jay Baer (http://convinceandconvert.com)
More Questions
4. How does your audience use social media?5. Who will be your community managers?6. What social media platforms will you use?
(Hint: Where is your audience?)7. How will you be human (what is your
“voice”)?8. How will you know when/if you’re successful?
Source: Jay Baer (http://convinceandconvert.com)
2. Compose guidelines
Do You Need a Social Media Policy?
• Maybe. Just keep these basics in mind:– Be polite– Be honest– Be open– Be inclusive– Be forthright– Be legal– Be helpful– Don’t try to control the conversation– Accept, respond, and be gracious to negative feedback
Source: The Potluck Guide To Social Media Strategy
3. Stick to a schedule
• Morning reading on Feedly – 10-15 minutes• Check Facebook 3 times per day – no more
than 5 minutes each time• Check Twitter 3 times per day – 2-3 minutes
each time• Pin and post on Pinterest and Instagram 1
time per day – 2-3 minutes each• Source content (Flickr, Google Alerts, etc.) – 10
minutes per day
5. Develop a training program
6. Plan: Build and use a content calendar
7. Schedule posts in advance
Great Examples To Copy
• Travel Oregon• Pure Michigan• Nike• Saucony• SurfsideTx• Hotel Paisano
• State Parks of Arkansas• Columbia Sportswear• Humans of New York
• Visit Savannah• ADC Bastrop
• Four Seasons Bridal (@FSBridal)• Nike (@Nike)• Waffle House (@WaffleHouse)• Kimpton Hotels (@Kimpton)
Can I Help?
Call Me!
Follow Me
Linkedin.com/in/sarahpage
Facebook.com/SarahTPageConsulting
@pagetx
Sarah Page, PrincipalSarah T. Page Consulting, LLC
http://sarahtpage.comsarah@sarahtpage.com
512.914.8873
Instagram.com/stpconsulting
Pinterest.com/sarahtpage
Thank You!Questions?
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