Cheryl Yanek presented on using social media tools innovatively. She discussed using multiple platforms to ensure an organization is heard if one disappears. Strategically exploring new platforms can expand reach to different audiences. Specific tools discussed included Snapchat for campaigns and giveaways, Reddit for interacting not pushing messages, Tumblr for a younger audience, Instagram for visual storytelling, Pinterest to establish expertise, Vine for quick education and contests, and Foursquare for tips and specials. The presentation provided tips on data analysis, leveraging influencers, and experimenting with tools personally before large scale use.

1. Social Media for Everyone: How to Use New
Tools in Innovative Ways
Cheryl Yanek
@cherylkathleen
Director, Librarian
Catalyst
http://www.slideshare.net/cherylyanek
© Catalyst 2014
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Multiple platforms ensure you are heard if one platform
disappears.
Think of social media as a filter.
Strategically explore to expand reach to new and
different audiences.
You have a new audience on social media – a broader
audience, more generations…it really could be THE
WHOLE WORLD!
Why?

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Connecting with internet
subcultures.
People are multi-faceted,
complex, flexible – that’s why
we must go to wherever they
are on social media.
Create more meaningful
relationships w your audience.
Be “the baker down the street.”
How?

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Look before you leap.
Speed pays.
Educate others.
Be unique.
Create community.
Step by Step

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Be loud, be bold
Plan to fail.
Pick a side. Stick with it.
Short & sweet
Celebrate your biggest supporters
Share your biggest news on social media first
Say It Loud!

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Be authentic and realistic about what
to say.
Learn where you can grow.
Respect (the often grassroots) community.
Speak the language. Corporate jargon does not work.
Make it personal.
Provide value.
Louder!

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Snapchat
Reddit
Tumblr
Instagram
Pinterest
Vine
FourSquare
Google +
Google Hangouts
www.forgot.com
Specific Tools

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Snapchat
Sources: http://mashable.com/2013/01/02/snapchat-marketers/ ; http://mashable.com/2013/12/05/snapchat-brands/ ;
http://www.socialmediaexaminer.com/snapchat-for-business/ ; http://socialmediatoday.com/amy-birch/1402306/how-use-snapchat-part-
your-marketing-strategy ; http://www.ragan.com/Main/Articles/48015.aspx ; https://www.convertwithcontent.com/8-small-business-
marketing-ideas-snapchat/
Campaigns, coupons, contests, and
codes
Share news and sneak peeks
Connect personally
Gain new followers with giveaways
Brand advocates

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Reddit
Karma rules.
Moderators – not you – create rules.
Don’t push your message out – interact with your users/fans.
It’s all about community.
Customer service can work.
Sources: http://www.reddit.com/wiki/selfpromotion ; http://www.slideshare.net/MikeCole1/brands-that-were-awesome-on-reddit-2013-30801823 ;

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Tumblr
Part blog, part FB.
Younger audience.
Find a new audience in the hashtag frenzy.
FUN! Memes, videos, animated GIFs, quotes.
FAQs…
Longer posts are sometimes okay.
Source: http://moz.com/blog/how-to-use-tumblr-for-seo-and-social-media-marketing ; http://www.tumblr.com/policy/en/community ; http://powerupsocial.com/how-to-
use-tumblr-to-promote-your-business/

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Instagram
Younger & new
audience.
Tell the visual story!
Share insider news,
behind the scenes
feel.
Sources: 10 Instagram Rules Every Business needsto Know BeforePosting

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Pinterest
Establish yourself as an expert visually.
Promote yourself visually.
Variety is the spice of life.
Sources: http://www.socialmediaexaminer.com/3-strategic-goals-on-pinterest/ ; http://www.socialmediaexaminer.com/26-tips-for-using-
pinterest-for-business/ ; http://www.forbes.com/sites/thesba/2013/06/07/how-to-use-pinterest-for-small-business/ ;
http://www.entrepreneur.com/article/229795

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Vine
YouTube is WAY too long.
Educate and amaze…in mere seconds.
Bring presentations and instructions ALIVE.
Great for contests.
Low barrier for entry.
More: http://www.socialmediaexaminer.com/twitter-vine-creative-uses-for-business/; http://miamiherald.typepad.com/the-starting-gate/2013/07/10-creative-ways-to-use-vine-to-
promote-your-business.html ; http://socialmediatoday.com/adhutchinson/2190466/three-reasons-why-your-business-should-consider-using-vine-2014

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Foursquare
Share tips.
Create “specials.”
Free advertising.
Sources: http://www.socialmediaexaminer.com/foursquare-marketing-tips/ ; http://www.entrepreneur.com/article/227046 ;

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Underdog.
Rank better on your search results.
Hangouts are a great way for
chat & events.
Full of industry influencers.
Google Hangouts, Google +
Sources: How to Become a Google Plus Wizard; http://socialmediatoday.com/krista-bunskoek/1641096/google-plus-10-mistakes-to-avoid

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www.FORGOT?
Engage in social media on your website.
Sources: www.catalyst.org; www.plannedparenthood.org; www.brooklynpubliclibrary.org; http://databank.worldbank.org/data/home.aspx

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Next?

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How to Use the New Tools
Fill out all the profile
information.
Link all your social
media – different yet
connected.
Mobile updating.

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Buzzfeed & Upworthy
How can you leverage?
Contribute!
Connect.

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Data
Make sure you capture data, analyze
it, to build insights to improve
interaction and reach.
Hard AND soft metrics.
Stay on top of metrics.

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How to use what you already use, but better
Start listening a lot more – can’t have a conversation without listening.
Create an ecosystem.
Be prepared to engage w influencers.
Scale globally.
Time appropriately.
Link shorter/tracker.
Embed pictures.
Rank to competitors.

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Next Steps?
Don’t do it all yourself.
Start bite-size.
Experiment personally first.
Stay on top of trends.

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Resources
Hubspot
Huff Post Social Media
Mashable
Ragan
Smart Brief on Social Media
Social Bro’s Blog
Social Media Examiner
Social Media for Nonprofits
Social Media Week
Social Media Times
Social Media Today

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Q&A
cyanek@catalyst.org
@cherylkathleen
www.linkedin.com/in/cherylyanek/
http://www.slideshare.net/cherylyanek