social media strategies - glar speaker summit...summit adobe education leader & adobe insider...
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Social Media StrategiesKaren Freberg, Ph.D. | @kfreberg | [email protected]
About Me
Associate Professor in Strategic Communications at the University of Louisville
Author of Social Media for Strategic Communication: Creative strategies + research based applications (SAGE)
Professional Experience
Consulting and Professional Class clients include DHS, NCFPD, General Motors, Hootsuite, HubSpot, and Breeders’ Cup
Co-Chair of Cannes Lions Educator Summit
Adobe Education Leader & Adobe Insider
Subject Matter Expert w/ new Facebook Blueprint Certification
Current Social
Media
Landscape
…. and it is already outdated.
Social Media
Strategies
Storytelling Dominance
of Platforms
Influencers
Generation Z Rise of “Slow”
Media
Data is BFFs
with Creative
STORYTELLING=
WORD OF MOUTH +QUALITY CONTENT+
COMMUNIY BUILDING
Other factors to consider for storytelling
for social media
New
partnerships
Diversity +
Inclusion
Format
Purpose
Tools to Create
Content
Canva (universal
content creation
tool)
Adobe (Photoshop,
Illustrator, Premiere
Rush, Spark)
Specific Apps (ex.
Instagram Stories like
Mojo, Unfold, etc)
INFLUENCERS
Influencer Audit Checklist
Relevancy to topic, audience + industry
Impact factor metrics (metrics that
align w/ $$$)
Health of community
Brand history (ex. campaigns,
partnerships, etc)
Evidence and supporting materials
(ex. media kits, metrics, etc)
Measurement of engagement,
reach, sentiment
Brand voice + messaging
Consistency in Content
Tools for Influencer Marketing
Klear
Traackr
Zoomph
Talkwalker
Social Pro
GENERATION Z
Rise of ”slow” media
Fast v. Slow Media
SlowLong term
Detailed and long form writing + content creation
Deeper understanding of the how and why of your brand
Examples
• Podcast
• Video series
• Blogs
FastImmediate content creation
Short form writing
Direct awareness of your brand
Examples
• Tweets
• Updates
• Live video
FRESH PERSPECTIVES SPARK
CREATIVITY
DATA IS BFFS WITH CREATIVE
Resources
Must follows
Resources
Digiday
Social Media Today
Social Media Examiner
The Atlantic
The Next Web
WeAreSocial
Blogs (Hootsuite, Sprout Social,
Buffer, etc)
Professionals
Matt Navarra
Taylor Lorenz
Matthew Kobach
Kerry Flynn
Stephen Waddington
Deirdre Breakenridge
Jess Smith
Brian Solis
Dennis Yu
REPORTS +
CONTINUED
EDUCATION
Mary Meeker’s Internet
Trends Report
Global Digital Report
(WeAreSocial + Hootsuite)
Edelman Trust Barometer
Facebook Blueprint
HubSpot Academy
Hootsuite Academy
