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Using Social Media to Engage & Educate Stakeholders

Jeff Pabst, MBA, CRCEducation & Outreach Coordinator

Jeff Pabst, MBA, CRCEducation & Outreach CoordinatorMissouri Local Government Employees Retirement System

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Socialnomics

• Facebook has more users than China has citizens

• 53% of Millennials would rather lose their sense of smell than lose their technology

• 93% of buying decisions are influenced by social media

• Video accounts for more than 2/3 of mobile usage

Socialnomics

• Our attention spans are shrinking– Goldfish: 8 seconds– Humans: 7 seconds

• More people own a mobile device than a toothbrush

• Largest growing demographic on Twitter is grandparents #seniorsrock

• 2 people join LinkedIn every second

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So, you have a social media presence…now what?

What are you trying to accomplish?

Strategic Content Statement:

Use social media and blog to drive people to our web site and to external content that supports our business objectives.

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So, you have a social media presence…now what?

Do you have a process in place?

Developing Your Plan

• Identify your Audiences– Members– Employers– Taxpayers– Legislators– Local Policy Makers– Reporters

• Create Personas – Who are you talking to?

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So, you have a social media presence…now what?

Who is listening to your social media

channels?

LAGERS Audience

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Developing Your Plan

• Set Goals– The Purpose of our Facebook page is ____– The Purpose of our Blog is _____

• Set Rules– Who is allowed to post?– Who is responsible to review all posts?– What types of content are off limits?– How often will we post?

Developing Your Plan

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Posting Tips

• News about your organization• Educational Information

– Some related, some not.– Includes, blog posts, video, infographics, pictures

• Tell your members’ Events• Share articles, research, blogs relevant to

your organization• Live Posts

– Photos & Live video from events

Posting Tips

80/20 RuleAccording to Content Marketing Institute, 80% of your posts should NOT be directly related to or promoting your organization.

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Posting Tips:Educating Your Taxpayers

Posting Tips:Educating Your Taxpayers

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Posting Tips: BloggingEducating Your Taxpayers

Posting Tips:Be IN the Moment

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Posting Tips:Share Your Members Stories

Posting Tips:And YES, it’s OK to be Funny

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What if someone posts a negative comment?

• What a great opportunity to respond positively!

• Vulgar or other inappropriate comments should be deleted immediately

Putting Your Plan Into Action

• Create a simple Editorial Calendar– Helps to organize ideas, posts, themes– Ensures regular, consistent posting

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Use Free Tools!

Use Free Tools!

Free tools can help to archive social media posts, comments, conversations

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Reviewing Your Plan

• Use Analytics

Reviewing Your Plan

• Use Analytics

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How to Increase Followers

• Follow other similar organizations and reporters

• Promote social media sites – Email Signatures– Web Site – Home Page– Printed Publications– Speaking Engagements– Like / Follow / Share Ads

• Moving in this direction

Do we need a social media policy?

• For external users policy should include– What users can expect– When/how you will respond to messages– Types of comments that are not allowed

and will be removed– When someone will be banned from site

• May also want internal staff policy

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Takeaways

• Social Media can be a great way to get information out and to engage stakeholders

• Have a plan & commit to it• Use free tools to help you

– But be willing to put resources behind it to be fully successful

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