training module 2: making the most of your social media presence
TRANSCRIPT
a social media primer [2015 edition]
module two: making the most of your presence
Source: Brian Solis and JESS3
this is social media
strategy before tools
why?
your strategy informs
o who you are
o what you stand for
o where
o when
o why
o how
you play
it also informs your desired outcomes
ready, set… wait!
find your “one thing”
what do you stand for?
where should you play?
okay, let’s go!
you can try to tell me
your story, but you
can’t make me care
challenge one: indifference
challenge two: noise
challenge three: limited differentiation
have a point of view
be credible be funbe briefbe
entertaining
be helpful
be useful
be timely
be informative be relevant
be practical
be actionable
be generous
go with what works
publish for them
don’t try too hard
post goals: clicks
post goals: likes
post goals: shares
post goals: comments
post goals: lead-generation
post goals: user-generated content
keep it current
keep it short
among retail brands,
posts with 80 characters
or less get 66% more
engagement than posts
with 81 or more
characters.
use photos
o 53% more “likes”
o 104% more comments
o 84% more clicks
ask questions
posts that spark
dialogue get 100% more
comments than “non-
question” posts.
share video
remember
50 ways to use social media right now
to listen
to build awareness
to connect with audiences
to tell stories
to generate buzz
to humanize brands
to answer questions
to ignite conversations
to establish a voice
to build trust
to test ideas
to spot trends
to face the competition
to stand apart
to grant access
to offer solutions
to unveil something new
to demystify “the science”
to support base business
to maintain relevance
to publish content
to encourage co-creation
to curate from others
to share information
to get coverage
to support a movement
to protect reputation
to defuse crises
to create operational efficiencies
to attract customers
to keep customers
to drive in-store
to influence purchase
to surprise and delight
to reward fans
to plan for the future
to innovate
to gain global perspectives
to promote events
to amplify marketing efforts
to educate
to entertain
to inspire
to foster loyalty
to crowdsource
to network
to drive traffic
to improve search rankings
to demonstrate thought-leadership
to grow
a social media primer [2015 edition]
module two: making the most of your presence