SOCIAL MEDIASTRATEGY
PUBLIC BROADCASTING ATLANTA
11/10/2016
KEYQUESTIONS
PUBLIC BROADCASTING ATLANTA
11/10/2016
01 Where are we now?
02 Why is social media important?
03 Who is using social media?
04 What are we trying to accomplish?
05 How and when do we use social media?
SOCIAL MEDIASTRATEGY
PUBLIC BROADCASTING ATLANTA
11/10/2016
01 WHERE ARE WE NOW?
SOCIAL MEDIA PLATFORMS
PUBLIC BROADCASTING ATLANTA
11/10/2016
Currently, 4 PBA products associated with 16 separate representations in social
✓ Tumblr
✓ YouTube
✓ Google+
✓ YouTube
✓ Tumblr
✓ YouTube
Public Broadcasting Atlanta
IMPACT OF SOCIAL MEDIA
PUBLIC BROADCASTING ATLANTA
11/10/2016
wabe.org Social MediaJanuary – 2016 November PVs from social media
SOCIAL MEDIA PRIORITIES
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11/10/2016
01 02
03 04
SOCIAL MEDIASTRATEGY
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11/10/2016
02 WHY IS SOCIAL MEDIA IMPORTANT?
SOCIAL MEDIA &NEWS
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11/10/2016
wabe.org Performance
SOCIAL MEDIA &NEWS
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11/10/2016
SOCIAL MEDIASTRATEGY
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11/10/2016
03 WHO IS USING SOCIAL MEDIA?
SOCIAL MEDIA &NEWS
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11/10/2016
WABE FACEBOOK SOCIAL DEMOGRAPHICS
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11/10/2016
SOCIAL MEDIASTRATEGY
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11/10/2016
04 WHAT ARE WE TRYING TO ACCOMPLISH?
SOCIAL MEDIA AREAS OF FOCUS
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11/10/2016
01
ContentSharing our stories
02
Marketing/Brand/Promotion
Promoting ourproduct
03
FundraisingGaining support
CAN THERE BE MORE THAN ONE GOAL?
PUBLIC BROADCASTING ATLANTA
11/10/2016
Yes and….
YES!…An integrated strategy will allow success
in all areas
HOW CAN 3 GOALS BE ACHIEVED?
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11/10/2016
Use our core mission to develop a formula for success
80%10%10% Ask for support
Share content
Get the word out
+
100% Success
SOCIAL MEDIA IS AN EXTENSION OF JOURNALISM
PUBLIC BROADCASTING ATLANTA
11/10/2016
“Journalism in its purest form is about witnessing an event and recording them for others to see and read.”
— American Journalism Review, Kevin Klose
Content Goals Listen
Record
Share information
Start a conversation
Interact
Listen
Record
Share information
Start a conversation
Interact
JOURNALISMEXAMPLE
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11/10/2016
While we currently hit many of the journalist goals, we don’t consistently interact with audience
SOCIAL MEDIA & FUNDRAISING
PUBLIC BROADCASTING ATLANTA
11/10/2016
“Most giving is 80% emotion and 20% rational. And the best way to get to someone’s emotions is to tell a story.”
— Unknown
Fundraising Goals Tell your story
Reason to Give
Call to action
Create a sense of urgency
Say Thank you
FUNDRAISINGEXAMPLES
PUBLIC BROADCASTING ATLANTA
11/10/2016
Tell your story
Reason to give
Call to action
Create a senseof urgency
Say “Thank you”
SOCIAL MEDIASTRATEGY
PUBLIC BROADCASTING ATLANTA
11/10/2016
05 HOW AND WHEN DO WE NEED TO TELL THEM?
HOWSOCIAL MEDIAPLATFORMSARE USED
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11/10/2016
Understanding Social Platforms
I am on the #ATLBeltLine
I like the BeltLine
Here’s my best photo of the BeltLine
Watch me on the BeltLine
My skills include creating the BeltLine
See me on the BeltLine before it self-destructs
I’m blogging about the BeltLine
A collection of favorite places on the BeltLine
Seeking information on the BeltLine
I would like SEO to favor my BeltLine story
This is where I am on the BeltLine
I will share the BeltLine now with the world
Inspiration: https://www.ignitingbusiness.com/
Twitter:
Facebook:
Instagram:
YouTube:
LinkedIn:
Snap Chat:
Tumblr:
Pinterest:
Reddit:
Google+:
Foursquare:
Periscope:
SOCIAL MEDIA:WHAT TO CONSIDER?
PUBLIC BROADCASTING ATLANTA
11/10/2016
1. Select platforms that best support your
business goals
2. If it seems like “everyone is using it,”
understand why
3. Experiment
What to consider whenchoosing new platforms?
Facebook pays millions to NPR, BuzzFeedand the New York Times to Livestream
Content Marketing Fundraising
Facebook Live
Periscope
Tumblr
Google+
YouTube
HOW WEUSE SOCIAL MEDIA
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11/10/2016
How we use different social platforms
SOCIAL MEDIA:HOW OFTEN?
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11/10/2016
80% - 10% - 10%
Content 80%
Marketing10%
Fundraising 10%
10 X 2 X 2 X
Daily updates guidelines
In order effectively achieve social media success, a daily content strategy must be adapted that incorporates all three goals.
NOTE: The formula above is a guidelines. There will be fluctuations based on timing that will influence the chart above -- including special content related to pledge, breaking news, current events and community events.
SOCIAL MEDIA:LIVESTREAMING
VIDEO
PUBLIC BROADCASTING ATLANTA
11/10/2016
1. Allow our audience to participate in
conversations – Closer Look, City
lights
2. Share in important live events –
Pledge, etc.
3. Share current events – Dragon Con,
AC3, etc.
4. Go behind the scenes with staff
5. Extend interviews with conversation
6. Panel discussions – Politics,
education, etc.
7. Community events – Planting Trees
8. Ask questions & interact & Respond
How to use Facebook Live and Periscope
Atlanta Trump protests
Facebook Live should be used to interact as well as to share.
SOCIAL MEDIA:
LIVESTREAMING
VIDEO
PUBLIC BROADCASTING ATLANTA
11/10/2016
1. Live does not mean unplanned
2. Prepare, practice and promote
3. Set the stage. Best image of PBA
should be reflected
4. Invest in the right equipment –
microphones, strong connection, etc.
5. Ask permission – don’t surprise
people with Live broadcasts
6. Give context – well-written
description of event
7. Tell audience how to engage
8. Respond to comments
Facebook Live and Periscope best practices
Best company image should be reflected in social media posts.
NEXT STEPS
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11/10/2016
01 Establish company-wide social media policy which include:• Ethics• Use images• Impartiality • Expectations of online behavior for PBA
employees• Information gathering using social media
02 Establish specific strategies and approaches for three main areas (Content sharing, Marketing, Fundraising). Strategies should include recommendations on: • Which social platforms to target• How to grow social audience• Audience conversion/interaction• Who should our social sites like/follow• Establishing relationships with influencers
03 Establish best practices for each area of focus (Content, Marketing Fundraising). Best practices should include:• Tone and Voice• Writing style• Use of imagery • Sharing content in a way that is best suited for
the uniqueness each social platform • Live content
04 Regular monthly reporting on progress toward measurable goals.