TWITTER & ENGAGEMENTLecture 5

#Manship4002

CONTINUING DISCUSSION FROM LAST WEEK:

What strategies should organizations (or individuals) use to build and maintain quality relationships?

BOTTOM LINE

Spend more time listening

Follow and subscribe to your consumers

Get involved in related communities. Take some time to monitor the discussions that are happening around the web that are relevant to you, and gauge the appropriateness of joining in (according to whether it is ethical, whether it will be perceived as genuine, etc.).

Set goals and dedicate time to engagement

http://socialmediatoday.com/rgbsocial/1746606/building-relationships-proactively-initiating-dialogue-social-media

http://vimeo.com/38650978

TWEET NAKED

Engagement = “when you can seduce an action or conversation out of your viewers” (@FuelOnline)

Low engagement (used to be good enough): Facebook likes, LinkedIn endorsements

Higher engagement (the standard today): Re-Tweets, conversations, sharing content with others, click-throughs and behavior

http://www.themangomedia.com/blog/the-best-ways-to-utilize-web-design-services/

http://www.delvinia.com/what-motivates-consumers-to-interact-with-brands-on-social-media/

http://www.mackcollier.com/social-media-engagement/

TO ENGAGE… First, Find your audience

Discussion: Who do you want your audience to be? Who is your actual audience?

Decide on your “brand” personality. Will you be uplifting? Fun &

entertaining? A voice of knowledge / reason? A myth-buster?

(consistency, especially for a brand, is important)

Engage in conversations that fit your “personality”

#extremesports

Sports Drink

HD action cameras

Emmy winning Cameraman

ENGAGEMENT

Encourage people to engage in conversation and to ask questions about your brand and/or tap into your expertise on a subject.

Other ways to engage: Fun facts Videos / photos Daily tips / quotes References & links Contests! Offer solutions to problems Links to blogs *If you DO link tonews stories & blogs,make sure these are CREDIBLE sources of information.

HOW TO PLAN,EXECUTE ANDMEASURE Social Media Contests – by SimplyMeasured

TIPS FOR TWITTER

Tweet Saturdays & Sundays! (17% increase in engagement rate compared to weekdays)

Short & Sweet (100 characters); But long Tweets are OK too, because people may Retweet the entire thing.

Hashtags are great, but don’t use random ones. SEARCH for the hashtag first to see who is using it and for what.

If you have something really exacting or important, it’s OK to ASK for Retweets.

RED JUMPSUIT APPARATUS

Used Twitter well – post photos and videos, responded to audiences, engaged with fans, posted updates every day.

So what more could they do?

Crowdsource! = soliciting feedback and opinions from your followers Can make fans feel like their opinions matter

They Tweeted: “What is your favorite Red Jumpsuit Apparatus album, song, concert or video?”

They asked fans to record their own “cover song” videos.

ENGAGING ACROSS 3 SOCIAL MEDIA PLATFORMS “for nonprofit organizations and advocates of social

causes, social media promise new opportunities for mobilizing social movements” and creating awareness. (Paek et al. 2013)

Every Child Is Yours Blog Facebook page Twitter

Campaign goals: Mobilize (by encouraging volunteer activity) Educate (by linking to educational / awareness information

about childhood stress, etc.)

ENGAGEMENT “studies suggest practitioners are not taking full advantage of

the interactive and dialogic capabilities afforded by Twitter and Facebook.” (Paek et al. 2013)

When strategic communicators design and manage a social media campaign, they need to consider the extent to which users will feel engaged by the platforms.

Campaign message are more effective for producing positive behavior (volunteering, etc.) if they appear in media vehicles with which people are highly engaged.

Engagement factors = civic mindedness, utilitarian (helping people make decisions), social facilitation (“I use things from this site in discussions with people I know”), inspiration (“It inspires me in my own life”), enjoyment, community

*using polls, contests and other interactive content to stimulate interaction; encouraging people to post their own content, photos, videos, news, etc.

SUMMARY

People’s engagement with a social media platform consists of their experiences with it (i.e., civic mindedness, utilitarian, social facilitation, and inspiration), as opposed to how long and frequently they use it.

The more people engage with a media platform that carries a campaign, the more likely they participate and communicate about the campaign with others.

Social media campaigners should reasonably expect that the platforms they use would need to have sufficient interactivity, user-friendly interfaces, and engaging content.

ASSIGNMENT: FIGURE OUT WHO YOUR AUDIENCES ARE

http://simplymeasured.com/free-social-media-tools