create social media consistency
DESCRIPTION
Provides guidelines and specifics on how companies can create a social media program that ensures consistent messages are shared across multiple channels. Use the GOALS models to launch your company to success!TRANSCRIPT
Social Media ConsistencyMultiple Messages Mean Multiple Mistakes
Pamela Reilly, Naturopath
Agenda
1. Introduction
2. Getting Started
3. Maintaining the Course
4. Avoiding Disaster
5. Specific Tools
INTRODUCTION
What’s the Potential?• Current social media statistics:
– Social Media has exceeded porn as the #1 activity on the web
– 75% of homes with an internet connection use one or more social media networks on a daily basis
• Social media allows real-time contact with customers and potential customers– Beauty is that they perpetuate
your efforts
GETTING STARTED
Plan for Success!• Don’t dive into the pool just because everyone
else is• Don’t hand social media activities to the first
person who brings it up• Have a social media plan!
– Goals– Objectives– Communication Plan– Strategy
Nitty Gritty Details• Don’t extend yourself too thinly• Carefully craft profiles and then modify
frequently• Experimentation is ok, but do it strategically• Monitor and learn from your competitors• Add a Social Media Policy page to your
website• Important to build trust
Building Trust
The GOALS ModelThe GOALS Model:• Goals: Identify what you want to accomplish• Objectives: Specify how you will accomplish it• Audience: Identify whom you are addressing• Lineup: Identify who will participate and why• Strategy: Create a plan for managing
ongoing efforts
Establishing Goals• Identify why your organization is engaging in
social media• Possible goals:
– Increasing brand awareness– Improving customer service– Building customer relationships– Driving users to blog and website– Increasing sales
Creating Objectives• Identify how you will accomplish your goals• Create objectives that have measurable
outcomes• Re-evaluate objectives frequently
Putting it into Practice
Goal Objective
Increase brand awareness1. Post 3 times per day on Twitter2. Post 2 times per day on Facebook3. Post 1 blog post per week
Improve customer service1. Respond to complaints posted on
social media during business hours within 3 hours
Increase seminar registrations 1. See a 10% increase in seminar registrations within six months
Amazing Twitter strategy document: http://bit.ly/brS32r
Identifying Audience• Don’t make assumptions about your
audience– Use existing web and email analytics
• Consider secondary audiences• Choose the appropriate social media network
for your audience and communication style
Usage by Age
Data courtesy of QuantCast
Usage by Education
Data courtesy of QuantCast
Usage by Income
Data courtesy of QuantCast
Creating a Lineup 1• Don’t pawn it off on the intern• Determine what your communication style will
be:– Purely professional and marketing-based– Customer-service focused– Personal and chatty– Combination
• Decide how far to extend the social media team
Creating a Lineup 2• Choose content posters based on your
communication style and content calendar• Add social media activities to job descriptions• Specify posting guidelines for company and
personal accounts• Be honest about who is posting• Set timeline on daily posting
limits
Develop a Strategy• Create a strategy to meet your goals and
objectives• Document it and allow to evolve• Include:
– Topics of communication– Methods for increasing exposure– Tactics for increasing interaction– Social Media tools to use– Social Media calendar– Metrics and analytics
Strategic Points• Schedule content• Create a definite plan for acquiring or
creating new content• Determine metrics and measures
– Watch for “soft” gains in knowledge• Frequently re-evaluate goals and objectives• Create an ongoing lessons learned log • Keep your interactions social
MAINTAINING THE COURSE
Forward Ho!• Make sure social media activities remain a
priority• Keep social media calendar updated• Re-evaluate goals and objectives frequently• Social media messages may need to change
as your company grows• It’s not all about the numbers
AVOIDING DISASTER
Plan for the Best• Don’t exaggerate potential for disaster• Have a “disaster recovery plan” in place
– Identify a first responder– Identify an escalation process– Identify a withdrawal point
• When responding:– Respond quickly– Make it personal– Take it offline
Examples
Maintaining Consistency• Monitor social media activities of all
contributors• Set up searches to track comments made
about your brand • Quickly take action when needed• Set schedule to modify social media plan
SPECIFIC TOOLS
Facebook• Known to have the largest user base of any
social media application• Create a Business Page pertinent to your
organization• Keep content unique / Limit cross posting• Post at least once per day
Twitter• Create searches to watch for communication
shared about your company or topics of interest
• Post 2-3 times per day• Closely monitor retweets and responses and
respond quickly
Linked In• New Company pages (in beta) allow
companies to create profiles• User base is highly educated• User base wealthier than average
Other• Integrate, integrate, integrate!• Use management tools. Most allow
management of multiple sites, analytics, etc.• A few to consider:
– HootSuite: http://hootsuite.com– Ping.fm: http://ping.fm– ObjectiveMarketer:
http://www.objectivemarketer.com/
Pamela’s Contact Information• Feel free to contact Pamela via:
– Email: [email protected]– Twitter: @RawHealer
@PamelaReilly1@IndyAllergyFree
– Facebook: GoodWorksWellnessPamela Reilly
– http://www.goodworkswellness.com– Seminar attendees receive $10
off an initial consultation