nn we're notupworthypostingdeck
TRANSCRIPT
We’re Not Upworthy:Social Media for Organizations
With No Money, Time or Resources
Beth Becker@Spedwybabs
facebook.com/[email protected]
Hilary Woodward@hcwoodward
facebook.com/[email protected]
Today’s Agenda
Overview of Social Media Algorithms
Optimize Social Media Content on a budget
Optimizing your Social Media Work Flow
Resources you can use
Meet the Algorithms
Phred the Facebook Concierge
Things to Understand About Phred
* Data based on user interactions with past content
* Basic Layers or Screens- Are they fans who have actually engaged with you?
- Have they engaged with content similar to this?- Are others engaging this particular piece of content?
- Who in their networks has history with you or this type of content?
* Can be trained!
Tom the Facebook Ad Concierge
Things to Understand about Tom
* Fraternal twin to Phred
* Similar layers of screens with one added dimension:- First screen is the targeted demographic
Ethel the Twitter Algorithm
Things to Understand about Ethel
Not at all related to Phred or Tom
Right now filters things INTO not OUT OF timeline
Still in early stages of development…the jury is out
Optimizing Content
Optimizing Content for
WHAT’S THE GOAL?
Get people to read something/sign something.
WHAT DO YOU DO?
Post a link.
Optimizing Content for
Take time to write your headline.
Did you know you can change this title and
description?
You can change the picture too!
Optimizing Content for
WHAT’S THE GOAL?
Share your message/make a point/reframe the news.
WHAT DO YOU DO?
Post an image.
Optimizing Content for
Make a square image. Make it big. At least 500 pixels wide and tall, but 1200 x 1200 is
better.
Whatever’s down here may
get cut off.
Including links in the
text won’t do you much
good.
Optimizing Content for
WHAT’S THE GOAL?
Tell a story to a lot of people.
WHAT DO YOU DO?
Post a video.
Optimizing Content for
Make your video readable.
Mentioning Organizations
and using hashtags is still a good idea on
Facebook.
The link at the end won’t
get clicked.
Optimizing Content for
AND THEN…
1. Watch what’s working for you.
2. Watch what’s working for everyone else.
Optimizing Content for
WHAT’S THE GOAL?
Get everyone/anyone to read/click/take
action.
WHAT DO YOU DO?Ask them.
Use hashtags whenever you can.
Optimizing Content for
WHAT’S THE GOAL?Get a specific person
or set of people to read/click/follow.
WHAT DO YOU DO?Mention them.
Use the right shortened links.
Optimizing Content for
WHAT’S THE GOAL?Reframe news/make
a statement.
WHAT DO YOU DO?Images
(and other tricks)
“Breaking” newsnever hurts. People
also LOVE retweeting facts.
Optimizing Content for
1. Tweet early and often.2. Recycle and RT.3. Ask for what you want.4. Include direct images.5. Use facts.6. Use the word “BREAKING.”7. Use hashtags.8. Mention people.9. Jump on the bandwagon.10.Use short links.
10 TRICKS:
Optimizing Content for
WHAT’S THE GOAL?
Share your message/make a point/reframe the news.
WHAT DO YOU DO?
Post an image.
Optimization of Work Flow
What do you want to say?Who do you want to talk to?
Who do you want them to repeat it to?Which platform(s) do they use?
When do you want to be engaging in conversation?What offline components do you need to be integrating with?
Step 1: Strategy, Strategy, Strategy
Optimization of Work Flow
Step 2: Content Calendar
Step 3: Curation and Creation
Optimization of Work Flow
Optimization of Work Flow
Step 4: Create/Maintain a Social Recipe
Optimization of Work FlowStep 5: Measure, Measure, Measure
Facebook InsightsTwitter Analytics
Social Media Resources Worth Your Time
http://bit.ly/worthyresources
will copy and paste resources here when we are done