Mais conteúdo relacionado Semelhante a Social Media Pitfalls - and how to avoid them - a #begoodbesocial talk (20) Mais de Weber Shandwick Scotland (7) Social Media Pitfalls - and how to avoid them - a #begoodbesocial talk1. The pitfalls of digital
engagement
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#begoodbesocial
2. Many a social media operator is more Binks than Bond
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#socialmediasanta
5. The biggest errors come from a lack of…
Companies thinking scheduling tweets = engagement
Still far too much emphasis on broadcast instead of engagement
Not replying to people
Not starting conversations
A lack of goals regarding online
Trying to be conversational once a month
A lack of showing personality
Not looking after staff and stakeholders online
Events not being aligned with social media
A lack of linkbait tactics
A lack of planning
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#worldaidsday
6. The biggest errors come from a lack of…
PLAN
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#clutha
7. The biggest errors come from a lack of…
If you plan you cannot fail
Learn to plan so you can respond quickly
Make sure your tweets earn their keep and are aligned with blog
posts
Think like the school edition of the local papers
Put your links in the right spot…
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#kanofoundation
8. The biggest errors include not thinking like a punter
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#epilepsyscotland
9. Not knowing why people are online
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#cfk
12. The second biggest error…
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http://bit.ly/1jgqqXm
13. The basics…
If on Twitter, use a tool like Hootsuite or Tweetdeck for better
engagement and monitoring
Keep your tweets to under 120 characters so they are easy to share
Monitor for your Twitter name and brand name
Know what your keywords are and try to mention them in the first 100
characters of everything you do, especially blogs
Tools like Google Alerts, Google Analytics and Mention.net make life
a lot easier – and are free
Use Facebook Power Editor for better control over Facebook Ads
Respond quickly to people, engage lots
Mobile is only going to continue to grow
Bit.ly links are very useful (and you know to add a + at the end)
You might even see Google+ as a LInkedIn – not Facebook - killer
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The Rucksack Project –
14. “We R multimedia – we do upper and lower case”
Use video, audio, text, visuals to
reach out to people
Vary your platforms of
engagement
Use tools like Piktochart and
Prezzi to make data more
interesting and visual
Plan your content – use an
editorial calendar – and be
consistent. Podcasts every
Wednesday for example
Vary your styles like a
newspaper – have humour
Use linkbaiting tactics
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#missionchristmas
15. Less reliance on text…
Content comes in more than one form
Will always have a role to play in SEO
but people demand more now
Use videos – long and short –
whitepapers, events, audio, staff
training, presentations – get them all
online if there’s relevance to an
audience that will see you in a positive
light
Always err on the side of brevity
Make sure it all loads quickly – and
make sure people can share it
Use tools to see what works for others
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#givingtuesday
16. Let’s assume some basics. You all know…
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#worldaidsday
17. Engage? Yes, we always do… on our blog
Don’t spend all your time on
your own sites or networks
Go out there, visit Reddit, leave
comments on other blogs, pass
on useful information to people
out there in the digital lands
Don’t wait for people to come
to you
At the same time, remember:
Be relevant
Be useful
Be helpful
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@vineconference
18. Oh no, I can’t justify my existence!
“Face-to-face” transaction can cost up
to £11.28 whereas an equivalent
contact centre episode expends
£6.35 yet a similar transaction online
incurs just 46 pence of cost.
Scottish Government ICT Study http://www.scotland.gov.uk/Resource/Doc/351231/0117794.pdf
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#cfk
19. “We haz likes! Give me a pay rise!”
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#missionchristmas
20. Will 2014 see better use of The 7:2:1 rule?
For every 10 pieces of content
you post…
7 should be non-promotional
and helpful to others
2 can be semi-promotional
1 can be a blatant plug
That doesn’t mean you
abandon relevance. A
restaurant can share recipes or
cooking videos that people
want
Accountants can share tax
advice on donations to charities
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The Rucksack Project – http://omn.fb.me/1dNlutv
22. Thank you
Craig McGill
Digital Strategist, Scotland/Ireland
0141 333 0557
07584 385 571
@craigmcgill
@wsscotland
uk.linkedin.com/in/craigmcgill/
cmcgill@webershandwick.com
With thanks to Stewart Argo (@sargo) Matthew Marley (@matthewmarley)
Victor Brierly (@cullenskinky) Sarah Anne O’Laughlin (@saraholo) Lynsey
Wight (@lynsey_wight) Laura Sutherland (@laurafromaura) Ross McCulloch
(@thirdsectorlab) for hashtags
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#clutha
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