ncworks partnership conference andrew beal n.c. … · 2019-10-30 · grow your audience think of...
TRANSCRIPT
1
NCWORKS
PARTNERSHIP CONFERENCE
Andrew Beal
NC Commerce
2
3
wwwfacebookcomNcWorkforceSolutions
4
ncworkforce
5
Search for
ldquoNC Division of Workforce Solutionsrdquo
bull TO TWEEThellipOR NOT TO
TWEEThellip
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoWORDS WITHOUT THOUGHTS
NEVER TO HEAVEN GOrdquo ndash
HAMLET
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoWORDS WITHOUT THOUGHTS
NEVER TO HEAVEN GOrdquo ndash
HAMLET
bull ldquoIT IS A TALE TOLD BY
AN IDIOT FULL OF SOUND
AND FURY SIGNIFYING
NOTHINGrdquo - MACBETH
bull It takes timeMORE THAN YOU THINK
bull Who will tweet And Post And MonitorBE REALISTIC ABOUT STAFFING
bull Instant impact right A lsquowow nowrsquoUSUALLY NOT DONrsquoT COUNT ON IT MOST PEOPLE ARENrsquoT ON SOCIAL
MEDIA SPECIFICALLY FOR YOUR CONTENT UNFORTUNATELY
bull Think audience Who are you trying to reachYOUrsquoLL DO BEST BY CHOOSING ONE GROUP OR TWO NOT lsquoEVERYONErsquo
bull Who lsquoownsrsquo the channel Who overseesWErsquoLL REPEAT OUR ADVICE BE REALISTIC ABOUT STAFFING
bull If yoursquore in ndash reach out to your partnersALLIED ORGANIZATIONS OR INFLUENCERS CAN AMPLIFY YOUR EFFORTS
bull Connect with your
local mediaMIGHT BE THE BEST REASON
FOR DOING SOCIAL AT ALL
bull Tell people(PRO TIP) SOCIAL MEDIA MAGIC
TAKES OFF-LINE EFFORT
bull Facebook has 159 billion
daily active users on
average
bull LinkedIn has over 575+
million users with more
than 260 million monthly
active users
bull Twitter has 126 million
daily users
of
Adults
Usinghellip
Facebook Instagram LinkedIn Twitter
Urban 73 46 33 26
Rural 66 21 10 13
Use the platform the way itrsquos
intended to be used
Read your post out loud
Check your post immediately
Use language that (nearly) everyone
can understand
Wash
Rinse
Retweet
YES NO
NCWorks NC Works
North Carolina Works
NC-Works
NCWORKS
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
2
3
wwwfacebookcomNcWorkforceSolutions
4
ncworkforce
5
Search for
ldquoNC Division of Workforce Solutionsrdquo
bull TO TWEEThellipOR NOT TO
TWEEThellip
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoWORDS WITHOUT THOUGHTS
NEVER TO HEAVEN GOrdquo ndash
HAMLET
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoWORDS WITHOUT THOUGHTS
NEVER TO HEAVEN GOrdquo ndash
HAMLET
bull ldquoIT IS A TALE TOLD BY
AN IDIOT FULL OF SOUND
AND FURY SIGNIFYING
NOTHINGrdquo - MACBETH
bull It takes timeMORE THAN YOU THINK
bull Who will tweet And Post And MonitorBE REALISTIC ABOUT STAFFING
bull Instant impact right A lsquowow nowrsquoUSUALLY NOT DONrsquoT COUNT ON IT MOST PEOPLE ARENrsquoT ON SOCIAL
MEDIA SPECIFICALLY FOR YOUR CONTENT UNFORTUNATELY
bull Think audience Who are you trying to reachYOUrsquoLL DO BEST BY CHOOSING ONE GROUP OR TWO NOT lsquoEVERYONErsquo
bull Who lsquoownsrsquo the channel Who overseesWErsquoLL REPEAT OUR ADVICE BE REALISTIC ABOUT STAFFING
bull If yoursquore in ndash reach out to your partnersALLIED ORGANIZATIONS OR INFLUENCERS CAN AMPLIFY YOUR EFFORTS
bull Connect with your
local mediaMIGHT BE THE BEST REASON
FOR DOING SOCIAL AT ALL
bull Tell people(PRO TIP) SOCIAL MEDIA MAGIC
TAKES OFF-LINE EFFORT
bull Facebook has 159 billion
daily active users on
average
bull LinkedIn has over 575+
million users with more
than 260 million monthly
active users
bull Twitter has 126 million
daily users
of
Adults
Usinghellip
Facebook Instagram LinkedIn Twitter
Urban 73 46 33 26
Rural 66 21 10 13
Use the platform the way itrsquos
intended to be used
Read your post out loud
Check your post immediately
Use language that (nearly) everyone
can understand
Wash
Rinse
Retweet
YES NO
NCWorks NC Works
North Carolina Works
NC-Works
NCWORKS
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
3
wwwfacebookcomNcWorkforceSolutions
4
ncworkforce
5
Search for
ldquoNC Division of Workforce Solutionsrdquo
bull TO TWEEThellipOR NOT TO
TWEEThellip
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoWORDS WITHOUT THOUGHTS
NEVER TO HEAVEN GOrdquo ndash
HAMLET
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoWORDS WITHOUT THOUGHTS
NEVER TO HEAVEN GOrdquo ndash
HAMLET
bull ldquoIT IS A TALE TOLD BY
AN IDIOT FULL OF SOUND
AND FURY SIGNIFYING
NOTHINGrdquo - MACBETH
bull It takes timeMORE THAN YOU THINK
bull Who will tweet And Post And MonitorBE REALISTIC ABOUT STAFFING
bull Instant impact right A lsquowow nowrsquoUSUALLY NOT DONrsquoT COUNT ON IT MOST PEOPLE ARENrsquoT ON SOCIAL
MEDIA SPECIFICALLY FOR YOUR CONTENT UNFORTUNATELY
bull Think audience Who are you trying to reachYOUrsquoLL DO BEST BY CHOOSING ONE GROUP OR TWO NOT lsquoEVERYONErsquo
bull Who lsquoownsrsquo the channel Who overseesWErsquoLL REPEAT OUR ADVICE BE REALISTIC ABOUT STAFFING
bull If yoursquore in ndash reach out to your partnersALLIED ORGANIZATIONS OR INFLUENCERS CAN AMPLIFY YOUR EFFORTS
bull Connect with your
local mediaMIGHT BE THE BEST REASON
FOR DOING SOCIAL AT ALL
bull Tell people(PRO TIP) SOCIAL MEDIA MAGIC
TAKES OFF-LINE EFFORT
bull Facebook has 159 billion
daily active users on
average
bull LinkedIn has over 575+
million users with more
than 260 million monthly
active users
bull Twitter has 126 million
daily users
of
Adults
Usinghellip
Facebook Instagram LinkedIn Twitter
Urban 73 46 33 26
Rural 66 21 10 13
Use the platform the way itrsquos
intended to be used
Read your post out loud
Check your post immediately
Use language that (nearly) everyone
can understand
Wash
Rinse
Retweet
YES NO
NCWorks NC Works
North Carolina Works
NC-Works
NCWORKS
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
4
ncworkforce
5
Search for
ldquoNC Division of Workforce Solutionsrdquo
bull TO TWEEThellipOR NOT TO
TWEEThellip
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoWORDS WITHOUT THOUGHTS
NEVER TO HEAVEN GOrdquo ndash
HAMLET
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoWORDS WITHOUT THOUGHTS
NEVER TO HEAVEN GOrdquo ndash
HAMLET
bull ldquoIT IS A TALE TOLD BY
AN IDIOT FULL OF SOUND
AND FURY SIGNIFYING
NOTHINGrdquo - MACBETH
bull It takes timeMORE THAN YOU THINK
bull Who will tweet And Post And MonitorBE REALISTIC ABOUT STAFFING
bull Instant impact right A lsquowow nowrsquoUSUALLY NOT DONrsquoT COUNT ON IT MOST PEOPLE ARENrsquoT ON SOCIAL
MEDIA SPECIFICALLY FOR YOUR CONTENT UNFORTUNATELY
bull Think audience Who are you trying to reachYOUrsquoLL DO BEST BY CHOOSING ONE GROUP OR TWO NOT lsquoEVERYONErsquo
bull Who lsquoownsrsquo the channel Who overseesWErsquoLL REPEAT OUR ADVICE BE REALISTIC ABOUT STAFFING
bull If yoursquore in ndash reach out to your partnersALLIED ORGANIZATIONS OR INFLUENCERS CAN AMPLIFY YOUR EFFORTS
bull Connect with your
local mediaMIGHT BE THE BEST REASON
FOR DOING SOCIAL AT ALL
bull Tell people(PRO TIP) SOCIAL MEDIA MAGIC
TAKES OFF-LINE EFFORT
bull Facebook has 159 billion
daily active users on
average
bull LinkedIn has over 575+
million users with more
than 260 million monthly
active users
bull Twitter has 126 million
daily users
of
Adults
Usinghellip
Facebook Instagram LinkedIn Twitter
Urban 73 46 33 26
Rural 66 21 10 13
Use the platform the way itrsquos
intended to be used
Read your post out loud
Check your post immediately
Use language that (nearly) everyone
can understand
Wash
Rinse
Retweet
YES NO
NCWorks NC Works
North Carolina Works
NC-Works
NCWORKS
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
5
Search for
ldquoNC Division of Workforce Solutionsrdquo
bull TO TWEEThellipOR NOT TO
TWEEThellip
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoWORDS WITHOUT THOUGHTS
NEVER TO HEAVEN GOrdquo ndash
HAMLET
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoWORDS WITHOUT THOUGHTS
NEVER TO HEAVEN GOrdquo ndash
HAMLET
bull ldquoIT IS A TALE TOLD BY
AN IDIOT FULL OF SOUND
AND FURY SIGNIFYING
NOTHINGrdquo - MACBETH
bull It takes timeMORE THAN YOU THINK
bull Who will tweet And Post And MonitorBE REALISTIC ABOUT STAFFING
bull Instant impact right A lsquowow nowrsquoUSUALLY NOT DONrsquoT COUNT ON IT MOST PEOPLE ARENrsquoT ON SOCIAL
MEDIA SPECIFICALLY FOR YOUR CONTENT UNFORTUNATELY
bull Think audience Who are you trying to reachYOUrsquoLL DO BEST BY CHOOSING ONE GROUP OR TWO NOT lsquoEVERYONErsquo
bull Who lsquoownsrsquo the channel Who overseesWErsquoLL REPEAT OUR ADVICE BE REALISTIC ABOUT STAFFING
bull If yoursquore in ndash reach out to your partnersALLIED ORGANIZATIONS OR INFLUENCERS CAN AMPLIFY YOUR EFFORTS
bull Connect with your
local mediaMIGHT BE THE BEST REASON
FOR DOING SOCIAL AT ALL
bull Tell people(PRO TIP) SOCIAL MEDIA MAGIC
TAKES OFF-LINE EFFORT
bull Facebook has 159 billion
daily active users on
average
bull LinkedIn has over 575+
million users with more
than 260 million monthly
active users
bull Twitter has 126 million
daily users
of
Adults
Usinghellip
Facebook Instagram LinkedIn Twitter
Urban 73 46 33 26
Rural 66 21 10 13
Use the platform the way itrsquos
intended to be used
Read your post out loud
Check your post immediately
Use language that (nearly) everyone
can understand
Wash
Rinse
Retweet
YES NO
NCWorks NC Works
North Carolina Works
NC-Works
NCWORKS
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
bull TO TWEEThellipOR NOT TO
TWEEThellip
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoWORDS WITHOUT THOUGHTS
NEVER TO HEAVEN GOrdquo ndash
HAMLET
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoWORDS WITHOUT THOUGHTS
NEVER TO HEAVEN GOrdquo ndash
HAMLET
bull ldquoIT IS A TALE TOLD BY
AN IDIOT FULL OF SOUND
AND FURY SIGNIFYING
NOTHINGrdquo - MACBETH
bull It takes timeMORE THAN YOU THINK
bull Who will tweet And Post And MonitorBE REALISTIC ABOUT STAFFING
bull Instant impact right A lsquowow nowrsquoUSUALLY NOT DONrsquoT COUNT ON IT MOST PEOPLE ARENrsquoT ON SOCIAL
MEDIA SPECIFICALLY FOR YOUR CONTENT UNFORTUNATELY
bull Think audience Who are you trying to reachYOUrsquoLL DO BEST BY CHOOSING ONE GROUP OR TWO NOT lsquoEVERYONErsquo
bull Who lsquoownsrsquo the channel Who overseesWErsquoLL REPEAT OUR ADVICE BE REALISTIC ABOUT STAFFING
bull If yoursquore in ndash reach out to your partnersALLIED ORGANIZATIONS OR INFLUENCERS CAN AMPLIFY YOUR EFFORTS
bull Connect with your
local mediaMIGHT BE THE BEST REASON
FOR DOING SOCIAL AT ALL
bull Tell people(PRO TIP) SOCIAL MEDIA MAGIC
TAKES OFF-LINE EFFORT
bull Facebook has 159 billion
daily active users on
average
bull LinkedIn has over 575+
million users with more
than 260 million monthly
active users
bull Twitter has 126 million
daily users
of
Adults
Usinghellip
Facebook Instagram LinkedIn Twitter
Urban 73 46 33 26
Rural 66 21 10 13
Use the platform the way itrsquos
intended to be used
Read your post out loud
Check your post immediately
Use language that (nearly) everyone
can understand
Wash
Rinse
Retweet
YES NO
NCWorks NC Works
North Carolina Works
NC-Works
NCWORKS
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoWORDS WITHOUT THOUGHTS
NEVER TO HEAVEN GOrdquo ndash
HAMLET
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoWORDS WITHOUT THOUGHTS
NEVER TO HEAVEN GOrdquo ndash
HAMLET
bull ldquoIT IS A TALE TOLD BY
AN IDIOT FULL OF SOUND
AND FURY SIGNIFYING
NOTHINGrdquo - MACBETH
bull It takes timeMORE THAN YOU THINK
bull Who will tweet And Post And MonitorBE REALISTIC ABOUT STAFFING
bull Instant impact right A lsquowow nowrsquoUSUALLY NOT DONrsquoT COUNT ON IT MOST PEOPLE ARENrsquoT ON SOCIAL
MEDIA SPECIFICALLY FOR YOUR CONTENT UNFORTUNATELY
bull Think audience Who are you trying to reachYOUrsquoLL DO BEST BY CHOOSING ONE GROUP OR TWO NOT lsquoEVERYONErsquo
bull Who lsquoownsrsquo the channel Who overseesWErsquoLL REPEAT OUR ADVICE BE REALISTIC ABOUT STAFFING
bull If yoursquore in ndash reach out to your partnersALLIED ORGANIZATIONS OR INFLUENCERS CAN AMPLIFY YOUR EFFORTS
bull Connect with your
local mediaMIGHT BE THE BEST REASON
FOR DOING SOCIAL AT ALL
bull Tell people(PRO TIP) SOCIAL MEDIA MAGIC
TAKES OFF-LINE EFFORT
bull Facebook has 159 billion
daily active users on
average
bull LinkedIn has over 575+
million users with more
than 260 million monthly
active users
bull Twitter has 126 million
daily users
of
Adults
Usinghellip
Facebook Instagram LinkedIn Twitter
Urban 73 46 33 26
Rural 66 21 10 13
Use the platform the way itrsquos
intended to be used
Read your post out loud
Check your post immediately
Use language that (nearly) everyone
can understand
Wash
Rinse
Retweet
YES NO
NCWorks NC Works
North Carolina Works
NC-Works
NCWORKS
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoWORDS WITHOUT THOUGHTS
NEVER TO HEAVEN GOrdquo ndash
HAMLET
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoWORDS WITHOUT THOUGHTS
NEVER TO HEAVEN GOrdquo ndash
HAMLET
bull ldquoIT IS A TALE TOLD BY
AN IDIOT FULL OF SOUND
AND FURY SIGNIFYING
NOTHINGrdquo - MACBETH
bull It takes timeMORE THAN YOU THINK
bull Who will tweet And Post And MonitorBE REALISTIC ABOUT STAFFING
bull Instant impact right A lsquowow nowrsquoUSUALLY NOT DONrsquoT COUNT ON IT MOST PEOPLE ARENrsquoT ON SOCIAL
MEDIA SPECIFICALLY FOR YOUR CONTENT UNFORTUNATELY
bull Think audience Who are you trying to reachYOUrsquoLL DO BEST BY CHOOSING ONE GROUP OR TWO NOT lsquoEVERYONErsquo
bull Who lsquoownsrsquo the channel Who overseesWErsquoLL REPEAT OUR ADVICE BE REALISTIC ABOUT STAFFING
bull If yoursquore in ndash reach out to your partnersALLIED ORGANIZATIONS OR INFLUENCERS CAN AMPLIFY YOUR EFFORTS
bull Connect with your
local mediaMIGHT BE THE BEST REASON
FOR DOING SOCIAL AT ALL
bull Tell people(PRO TIP) SOCIAL MEDIA MAGIC
TAKES OFF-LINE EFFORT
bull Facebook has 159 billion
daily active users on
average
bull LinkedIn has over 575+
million users with more
than 260 million monthly
active users
bull Twitter has 126 million
daily users
of
Adults
Usinghellip
Facebook Instagram LinkedIn Twitter
Urban 73 46 33 26
Rural 66 21 10 13
Use the platform the way itrsquos
intended to be used
Read your post out loud
Check your post immediately
Use language that (nearly) everyone
can understand
Wash
Rinse
Retweet
YES NO
NCWorks NC Works
North Carolina Works
NC-Works
NCWORKS
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
bull ldquoBREVITY IS THE SOUL
OF WITrdquo - HAMLET
bull ldquoWORDS WITHOUT THOUGHTS
NEVER TO HEAVEN GOrdquo ndash
HAMLET
bull ldquoIT IS A TALE TOLD BY
AN IDIOT FULL OF SOUND
AND FURY SIGNIFYING
NOTHINGrdquo - MACBETH
bull It takes timeMORE THAN YOU THINK
bull Who will tweet And Post And MonitorBE REALISTIC ABOUT STAFFING
bull Instant impact right A lsquowow nowrsquoUSUALLY NOT DONrsquoT COUNT ON IT MOST PEOPLE ARENrsquoT ON SOCIAL
MEDIA SPECIFICALLY FOR YOUR CONTENT UNFORTUNATELY
bull Think audience Who are you trying to reachYOUrsquoLL DO BEST BY CHOOSING ONE GROUP OR TWO NOT lsquoEVERYONErsquo
bull Who lsquoownsrsquo the channel Who overseesWErsquoLL REPEAT OUR ADVICE BE REALISTIC ABOUT STAFFING
bull If yoursquore in ndash reach out to your partnersALLIED ORGANIZATIONS OR INFLUENCERS CAN AMPLIFY YOUR EFFORTS
bull Connect with your
local mediaMIGHT BE THE BEST REASON
FOR DOING SOCIAL AT ALL
bull Tell people(PRO TIP) SOCIAL MEDIA MAGIC
TAKES OFF-LINE EFFORT
bull Facebook has 159 billion
daily active users on
average
bull LinkedIn has over 575+
million users with more
than 260 million monthly
active users
bull Twitter has 126 million
daily users
of
Adults
Usinghellip
Facebook Instagram LinkedIn Twitter
Urban 73 46 33 26
Rural 66 21 10 13
Use the platform the way itrsquos
intended to be used
Read your post out loud
Check your post immediately
Use language that (nearly) everyone
can understand
Wash
Rinse
Retweet
YES NO
NCWorks NC Works
North Carolina Works
NC-Works
NCWORKS
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
bull It takes timeMORE THAN YOU THINK
bull Who will tweet And Post And MonitorBE REALISTIC ABOUT STAFFING
bull Instant impact right A lsquowow nowrsquoUSUALLY NOT DONrsquoT COUNT ON IT MOST PEOPLE ARENrsquoT ON SOCIAL
MEDIA SPECIFICALLY FOR YOUR CONTENT UNFORTUNATELY
bull Think audience Who are you trying to reachYOUrsquoLL DO BEST BY CHOOSING ONE GROUP OR TWO NOT lsquoEVERYONErsquo
bull Who lsquoownsrsquo the channel Who overseesWErsquoLL REPEAT OUR ADVICE BE REALISTIC ABOUT STAFFING
bull If yoursquore in ndash reach out to your partnersALLIED ORGANIZATIONS OR INFLUENCERS CAN AMPLIFY YOUR EFFORTS
bull Connect with your
local mediaMIGHT BE THE BEST REASON
FOR DOING SOCIAL AT ALL
bull Tell people(PRO TIP) SOCIAL MEDIA MAGIC
TAKES OFF-LINE EFFORT
bull Facebook has 159 billion
daily active users on
average
bull LinkedIn has over 575+
million users with more
than 260 million monthly
active users
bull Twitter has 126 million
daily users
of
Adults
Usinghellip
Facebook Instagram LinkedIn Twitter
Urban 73 46 33 26
Rural 66 21 10 13
Use the platform the way itrsquos
intended to be used
Read your post out loud
Check your post immediately
Use language that (nearly) everyone
can understand
Wash
Rinse
Retweet
YES NO
NCWorks NC Works
North Carolina Works
NC-Works
NCWORKS
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
bull Think audience Who are you trying to reachYOUrsquoLL DO BEST BY CHOOSING ONE GROUP OR TWO NOT lsquoEVERYONErsquo
bull Who lsquoownsrsquo the channel Who overseesWErsquoLL REPEAT OUR ADVICE BE REALISTIC ABOUT STAFFING
bull If yoursquore in ndash reach out to your partnersALLIED ORGANIZATIONS OR INFLUENCERS CAN AMPLIFY YOUR EFFORTS
bull Connect with your
local mediaMIGHT BE THE BEST REASON
FOR DOING SOCIAL AT ALL
bull Tell people(PRO TIP) SOCIAL MEDIA MAGIC
TAKES OFF-LINE EFFORT
bull Facebook has 159 billion
daily active users on
average
bull LinkedIn has over 575+
million users with more
than 260 million monthly
active users
bull Twitter has 126 million
daily users
of
Adults
Usinghellip
Facebook Instagram LinkedIn Twitter
Urban 73 46 33 26
Rural 66 21 10 13
Use the platform the way itrsquos
intended to be used
Read your post out loud
Check your post immediately
Use language that (nearly) everyone
can understand
Wash
Rinse
Retweet
YES NO
NCWorks NC Works
North Carolina Works
NC-Works
NCWORKS
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
bull Connect with your
local mediaMIGHT BE THE BEST REASON
FOR DOING SOCIAL AT ALL
bull Tell people(PRO TIP) SOCIAL MEDIA MAGIC
TAKES OFF-LINE EFFORT
bull Facebook has 159 billion
daily active users on
average
bull LinkedIn has over 575+
million users with more
than 260 million monthly
active users
bull Twitter has 126 million
daily users
of
Adults
Usinghellip
Facebook Instagram LinkedIn Twitter
Urban 73 46 33 26
Rural 66 21 10 13
Use the platform the way itrsquos
intended to be used
Read your post out loud
Check your post immediately
Use language that (nearly) everyone
can understand
Wash
Rinse
Retweet
YES NO
NCWorks NC Works
North Carolina Works
NC-Works
NCWORKS
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
bull Facebook has 159 billion
daily active users on
average
bull LinkedIn has over 575+
million users with more
than 260 million monthly
active users
bull Twitter has 126 million
daily users
of
Adults
Usinghellip
Facebook Instagram LinkedIn Twitter
Urban 73 46 33 26
Rural 66 21 10 13
Use the platform the way itrsquos
intended to be used
Read your post out loud
Check your post immediately
Use language that (nearly) everyone
can understand
Wash
Rinse
Retweet
YES NO
NCWorks NC Works
North Carolina Works
NC-Works
NCWORKS
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
of
Adults
Usinghellip
Facebook Instagram LinkedIn Twitter
Urban 73 46 33 26
Rural 66 21 10 13
Use the platform the way itrsquos
intended to be used
Read your post out loud
Check your post immediately
Use language that (nearly) everyone
can understand
Wash
Rinse
Retweet
YES NO
NCWorks NC Works
North Carolina Works
NC-Works
NCWORKS
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Use the platform the way itrsquos
intended to be used
Read your post out loud
Check your post immediately
Use language that (nearly) everyone
can understand
Wash
Rinse
Retweet
YES NO
NCWorks NC Works
North Carolina Works
NC-Works
NCWORKS
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Read your post out loud
Check your post immediately
Use language that (nearly) everyone
can understand
Wash
Rinse
Retweet
YES NO
NCWorks NC Works
North Carolina Works
NC-Works
NCWORKS
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Use language that (nearly) everyone
can understand
Wash
Rinse
Retweet
YES NO
NCWorks NC Works
North Carolina Works
NC-Works
NCWORKS
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Wash
Rinse
Retweet
YES NO
NCWorks NC Works
North Carolina Works
NC-Works
NCWORKS
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
YES NO
NCWorks NC Works
North Carolina Works
NC-Works
NCWORKS
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Got to give more than you get
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Know who you are
(hint yoursquore not a person)
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Call your reader to action
And encourage responses
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Use hashtags but do so carefully
Note theyrsquore a bigger deal on
Twitter and Instagram than on other
platforms
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
httpswwwcanvacom
Or better yet download the app
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
34
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
CREATE A BUZZ USING SOCIAL MEDIA
2019 NCWorks Partnership Conference Tyana Johnson Centralina Workforce Development Board
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Social Media The Good
The Bad and The
Unexpected What Irsquove learned in the past year
Consistency and Engagement is
key
Expect the Unexpected
Stay true to your whymessage
Proofread and Proofread again
Over 1700 - Likes Followers Subscribers and Connections combined throughout our social
media platforms
Centralina Workforce Development Board has four Social Media accounts Facebook Twitter
LinkedIn and YouTube
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Expect the Unexpected
What you thought was an ordinary post may trend
A post you thought would be trending because its validity to your
audience may fall flat
Moral of the Story you can never really tell what post will take off
and which one will get little traction
Consistency and Engagement is key
Stay true to your why and remember your message amp audience
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Social Media Quick Stats for 2019
91 of people use mobile devices
Average daily time 2 hours and 22 minutes
49 of consumers depend on influencer recommendations on social media
Facebook is the most popular platform
500 million new daily Instagram stories worldwide
Slides 4-10 (parts of)12-15 amp 22-24 are provided by the hard work of Emily Hickok of Centralina Council of Governments
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
HOW DO YOU DEFINE AND
TARGET YOUR AUDIENCE
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Demographics
Social Media
Users Worldwide
2 Billion
904 of
Millennials
775 of Gen X
482 of Baby
Boomers
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Identity Guidelines Whatrsquos Your
Brand
Persona
Voice Tone
Language
Purpose
Also Include
Image and
emoji use
Hashtag use
Staff
guidelines
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Account Managers
Assign roles planning posting monitoring
Maintain a directory listing for staff who have
passwords
Put a plan in place for when someone leaves including
how to quickly revoke access and change account
passwords
Have team members sign a media use policy ndash can
refer to company and personal accounts
Use single sign-on for systems that provide a one-time sign-in option if team members are trying to access accounts via mobile or offsite
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
HOW OFTEN DO YOU POST
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Frequency
Once a day
Larger audiences (10000+) up to twice a day four hours apart
Once or twice a day with unlimited stories
Larger Audiences (1000+) up to 3-4 times a day
Unlimited but limit to 3-5 for higher engagement
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
SHOULD I GO LIVE ON
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
FACEBOOK LIVE
Utilize the powerful video streaming tool
Not familiar with using it Then practice
Be sure to have devices queued up off mute and on steady surface or tripod before streaming
Be courteous Inform event coordinators and or presenterrsquos before using the tool
Live videos - watched 3x longer
Videos have increased 360 in newsfeed updates
Ratio recommendation 70 video 20 images 10 links
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Monitoring Activity
Go to where you audience is
Analytics ndash social media AND your website
Quickly address comments direct messages
Monitor hashtagsGoogle your organization
Set alerts
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Grow Your Audience
Think of content from a search perspective
Show appreciation ndash like posts when yoursquore tagged use
your hashtag
Facebook ndash if people commentlike invite them to like
your page
Lookalike audience
Try Ads
Video
Bold colors
Focus on keywords and keep text to a minimum
Use a unique or longer first word
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Quick Tips
Use the same handle across platforms
Create a handle and hashtag list
Events
Facebook calendar ndash send alerts for you and
notify their friends
Planning an event ask for speaker
organization handles and hashtags beforehand
Use your organization and sponsor handles
hashtags to promote events in printed programs
and on signs during the event
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
SOCIAL MEDIA BOTH REACTIVE AND
PROACTIVE
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Reactive on Social Media
Social media is a great tool you can pull out of your
toolbox to be both reactive and proactive So use it
Reaction is vital in an emergency wrong info or negative attention Keep in mind you can also react
to goodpositive news and attention
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Proactive on Social Media
Being proactive on social media includes promoting your organization in a positive light on a regular basis (IE promoting events and success
stories via social media)
See Centralina Workforce Development Board Social Media for
example of Proactive Social Media presence
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Letrsquos Chat
Any questions comments or
concerns
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Follow Centralina WDB on Social Media
FacebookCentralina Workforce Development Board
wwwfacebookcomCentralinaWDB
ampCentralina NCWorks Career Centers
wwwfacebookcomCentralinaNCWorksCenters
TwitterwwwtwittercomCentralinaWDB
LinkedInwwwlinkedincomincentralinawdb
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Centralina Workforce
Development Board
Tyana Johnson Communications
Coordinator
Phone 704-348-2732
Email tjohnsoncentralinaorg
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Resources ndash Style Guides
Sprout Social
How to Create a Social Media Style Guide httpssproutsocialcominsightssocial-media-style-guide
Mailchimp
Social Media Style Guide Example httpswwwnuclinocomtemplates96dea425-social-media-style-guide-by-mailchimp
HireRabbit
Social Media Policy Examples httpbloghirerabbitcom5-terrific-examples-of-company-social-media-policies
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Resources ndash Audience amp Frequency
RevLocal
Social Media Posting Frequency httpswwwrevlocalcomblogsocial-media-marketinghow-
often-should-your-business-post-on-social-media httpswwwrevlocalcomblogsocial-
mediafacebook-posting-how-much-is-too-much-
Promo Republic
How to Find Your Target Audience on Social Media httpspromorepubliccomenblog10-
ways-find-audience-social-media
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit
Additional Resources
Linked In Learning (formerly Lyndacom)
Social Media for Government httpswwwlinkedincomlearningsocial-media-for-
governmentwelcome
Influencer Strategies for Government httpswwwlinkedincomlearningsocial-media-for-
governmentinfluencer-strategies-for-government
Hootsuite
Blog httpsbloghootsuitecom
AB Testing httpsbloghootsuitecomsocial-media-ab-testing
Toolkits httpshootsuitecomresourcestags5B5D=Toolkit