Social Media: Crafting Content That Resonates, Making Time to Engage

Ami Neiberger-Miller, Steppingstone LLCCharles Day, Physics Today, American

Institute of Physics

What We Will Learn Today

• Ami – describe 3 ways to maximize your association’s impact and engagement in social media, how to re-purpose content effectively, and use an editorial calendar

• Charles – discuss how his association grew its Facebook following to 2.4 million followers.

Research on Associations/Social Media• Most utilized platforms are still Facebook (93%),

Twitter (91%), and YouTube (73%)• Who does social media?

Communications manager 48%Dedicated social media manager17%Staff member in department 15%Assistant 4%Other 16%

Source: http://kellencompany.com/socialmediastudy/

Research on Associations/Social MediaHow much time are they spending?7% less than 1 hour/week45% 1-5 hours/week24% 6-10 hours/week11% 11-20 hours/week10% 21-40 hours/week2% More than 40 hours/week1% Did not know

Source: http://kellencompany.com/socialmediastudy/

Research on Associations/Social Media• Associations are struggling with perceived

effectiveness in using social media

member recruitment (feel it is only 45% effective)

influencing key opinion leaders (feel it is only 65% effective)

Source: http://kellencompany.com/socialmediastudy/

Maximizing Your Association’s Impact and Engagement in Social Media

Maximizing Your Association’s Impact and Engagement in Social Media

Maximizing Your Association’s Impact and Engagement in Social Media

#2 – Do what works. Measure it.

What to Measure

Visits, friends, views, followers,fans, subscribers, minor mentions

Share of voicesentiment, to what level you are an influencer in your area of expertise

Clicks, shares, retweets, comments, wall posts (if on target), comments

Subscriptions, registrations, sign-ups, downloads, contributions

Re-packaging content for social media

Ideas for Re-packaging Content• Survey results, statistics, research• Bylined re-printable articles for trade/sister

publications, consumers• Infographics• Webinar• Slide decks• Storify• Thunderclap

Create an editorial calendar• What are overall goals for your content?• Who is going to create content, monitor

channels?• How often do you want to post?• When is content coming? What goals is the

content linked to?• Where you plan to publish it?• How will you measure it?

Sample Editorial Calendar (cheap)

Editorial Calendar Helps•Wordpress Editorial Calendar

Plug-In (free)• Editorial calendar sample (Google

doc, free)• Bob Angus – downloadable

calendar• Brandeo marketing calendar

download (goals focused)

Editorial Calendar Software (paid)

Physics Today on Facebook

How we acquired 2.4 million fans

Warm gas and dust in the Taurus star formation region

Example of a self-contained post

Fluctuations in rate of acquiring new fans reflect changes in News Feed algorithm

Example of a popular post: On this day in physics history

Physics Today’s seven lessons of a successful Facebook page

1. Post content that is of broad interest – so your fans will share it with their friends

2. Make the text of your posts self-contained – so your fans won’t always have to click

3. Post interesting content – so Facebook’s News Feed algorithm will favor you

4. Widen your editorial scope – so you can cover more topics

5. Interesting = fresh, relevant, engaging and informative – just like in other media

6. Study your page’s statistics – so you can identify popular types of post

7. Don’t expect Facebook to drive traffic – your Facebook page is your outlet

Being in touchPresentation on SteppingstoneLLC.com

Ami Neiberger-Miller @AmazingPRMaven703.887.4877, ami@SteppingstoneLLC.com

Charles Day @CSRDay301.209.3036, cday@aip.org