Managing Social Media Channels For Your Business

Nisha ChittalNovember 14, 2011

Crush IQ, Washington DC@NishaChittal

Who am I?

A little about me…• Social Media Manager

at Travel Channel• Working on social

media strategy for brands for the last 4+ years

A little about Travel Channel…• World’s leading travel media brand• 8 Facebook pages• 6 Twitter handles• Over 5 million Facebook fans• Over 1 million Twitter followers• YouTube, Tumblr, Foursquare,

Instagram, Pinterest• Some of our shows: No

Reservations, Bizarre Foods, Man v Food Nation, Off Limits

What is your goal in social media?

Your goal might be…• Drive sales• Drive ratings• Just drive awareness• Drive actions (sign petitions, donate

money, register for an event)

Your goal should NOT be: getting a million fans.

Your primary goal in social media should be to build a community of people passionate about your brand.

Your business goals are second.

Listen before you talk

• Hootsuite or Tweetdeck to monitor daily brand mentions and publish updates– Set up columns for hashtags & relevant Twitter lists

• Sysomos or Radian6 to capture broader discussion across the web about your brand

What platforms will you engage on?How often will you post on each

platform? Twice a week ? Twice a day?What do you want your “voice” to be?

What is your response/comment policy?What types of content? Video? Photo?

Polls?

Establish your playbook. Put it in writing.

Get the basics set up

• Allocate resources– Not just your intern,

or your CEO’s kid

• Page Descriptions• Comment Policies• Landing Tabs• Fresh Content• Promotion (TV,

website, email, print materials)

See Hubspot’s “Anatomy of A Successful Facebook Page”

You’ve got fans – now keep them engaged

• Content that adds value

• Regular Features / Traditions

• Invite users to participate

• Exclusive content• Access to

talent/experts

With every post, ask yourself:

Is this interesting, entertaining, or somehow providing value to people?

Two secrets to boosting interactions: Clear call to action (like, comment, share) Rich media (link, photo, video)

More interactions ↔ More impressions

Remember to be human…

At the end of the day, social media is still just

that: people talking to people.

Questions?