messaging to the masses with kat murti
TRANSCRIPT
Messaging to the
MassesRight Online — May 2, 2015
#ROL15 @KatMurti
Kat Murti
@KatMurti
Senior Digital Outreach Manager,
Cato InstituteFeel free to reach out with
#ROL15
● Know your goalso Pick a couple key metrics &
track them regularly Don’t drown yourself in
data
● Impact is keyo Don’t rely on “vanity metrics”
o Know why you’re doing something
● Compare your accounts to other similar oneso Facebook Pages to Watch
Be Strategic● Watch for patterns
o Correlation ≠ Causation
o Unfollowers.Com
#ROL15 @KatMurti
● Includes your current audience AND people you want to reach
● You likely have SEVERAL different audiences
Know Your Audience● Have different strategies
for eacho Different messaging;
different platformso Segmentation is key!
● Your audience changes over timeo Be dynamic; not
static
#ROL15 @KatMurti
● Not every platform is perfect for every usero Different audiences
on different platforms And different
platforms for different tasks
o What are your resources? Time is a resource!
Meet Them Where They Are
#ROL15 @KatMurti
● Varies across platforms and audienceso Learn your audience!
● Think about what people are doingo Don’t share a video at 8
a.m. on a Monday
● Scheduling tools are your friendo Buffer
Timing Is Everything● Take advantage of trends
and events● Use Analytics as your
guideo Facebook Insightso Twitter Analyticso Google Analytics
#ROL15 @KatMurti
● Engage your fans; don’t just collect them.o It’s a two-way street!
● Don’t waste time on “eggheads”
● Don’t Feed the Trollso You have to be able to
take some heato Know when to
ban...and when not to
Know When To Engage
#ROL15 @KatMurti
● Don’t take yourself too seriouslyo Have personalityo But stay true to your
brando Know when you can
loosen up & when not to
o Remember, the “Front Page Rule”
Be Authentic● Personal accounts are
GREAT for experimentation
● YOU are the best ambassador for your causeo Make sure you’re being
heard—don’t be afraid to measure Klout, Buffer
#ROL15 @KatMurti
● Very few people ACTUALLY want to make the world a worse place.o Don’t live in a bubbleo Look at issues from
your opponents’ perspective
Assume the Best of Intentions
● When possible, find opportunities to work together (where do you agree?)o Find mutual
ground and work from there
#ROL15 @KatMurti
● Be relevant o Content must be
interesting, timely, and have a hook
o Track trends and engagements Join national
conversations and add your spin
Content is King● Be interesting
o Be honesto Give people what they
want (PICTURES!)● Maximize your impact
o Secondary content is your friend
o “One and done” leaves value on the table
#ROL15 @KatMurti
● You can’t just throw money at a problem.
● BUT, money can help get GOOD content out to a wider audience—if done strategically.
Money Talks...But It Isn’t Everything
● Get the most bang for your bucko Think aheado Promote what
workso Look out for ad
fraud
#ROL15 @KatMurti
● Get your content to the right audience
● Know what’s being said and how it’s being saido Topsy.Com
● Don’t be spammy.
● Be weary of hashtag activism/slacktivismo Remember your goals
o What are you accomplishing?
Hashtags Can Be a Tool or a Trap
● Hashtags at Eventso Public events should have
hashtags
o Livetweeting is a great way to get your message out Hootsuite
o Builds community
o Make sure to PUBLICIZE your hashtag
#ROL15 @KatMurti
And if you do all this....
#ROL15 @KatMurti
