1. Take the Next Step:
Get Started & Do More
With Social Media
Rob Robinson
McNeely Pigott & Fox Public Relations
2. Session Overview
• Getting started with social media
• Reviewing social media platforms
• Maintaining Facebook pages
• Interacting on Twitter
• Creating and managing blog content
• Developing YouTube channels
3. Why use social media?
• Reach audiences directly
• Interact with customers
• Provide customer service
• Encourage stakeholders to take action
• Promote your organization
4. Getting Started
• Visit sites and observe first
• Experiment with unofficial profiles
• Be willing to learn and ask questions
• A gradual, consistent effort will
succeed
5. Monitoring and Managing
• Resist pressure to do “everything”
• Focus on relevant content
• Set up alerts and feeds using keywords
• Use dashboard tools to organize &
simplify
6. Policy and Guidelines
• Who is allowed to post on official profiles?
• Acceptable & unacceptable content
• Real-time versus routing for approval
• Personal or unofficial content posting
• Align with organization's code of conduct
• Visit socialmediagovernance.com for
examples
8. About Facebook
• 800 million active users
• The average user has 130 friends
• Fifty percent of users are active daily
• Focused on existing relationships
• Based on individual profiles
• Every user has profile and home pages
9. Facebook Best Practices
For Individuals:
• Check your privacy settings
• Connect with people you know
• Comment on friends’ updates, photos
and other content
11. Facebook Best Practices
For Organizations:
• Post fresh content frequently
• Respond to wall comments
• Use multimedia content often
• Use complementary content
12. Promoting Facebook Pages
• Claiming a page username
• Suggesting pages to friends
• Inviting stakeholders
• Promoting via websites & email
• Promoting offline
• Advertising on Facebook
13. Facebook Next Steps
• Sign up for an individual profile.
• Check your privacy settings.
• Create a page privately.
• Add page details.
14. About Twitter
• Short status messages
• Limited to 140 characters
• Common ground, shared interests
• 100 million active users
• 200 million tweets each day
18. Twitter Best Practices
Build your credibility:
• Include your real name
• Upload your photo
• Add your bio
• Post a Web link
19. Twitter Best Practices
• Share anything interesting
• Reply to tweets from others
• Limit self promotion
• Tweet first, then follow
• Balance your follower ratio
20. Twitter Next Steps
• Explore media and financial accounts
• Create a personal or unofficial account
• Review the account settings page
• Add a photo, bio and web link
• Write a few introductory tweets
21. Blogging
• Weblog: Brief, frequent & focused writing
• News bureau or thought leadership
• Increase search visibility and web traffic
• Posts in reverse chronological order
• Platforms: WordPress, Blogger, Tumblr
• Finding blogs: Google Blog Search,
Technorati
22. Blogging Best Practices
• Aim for two to three paragraphs
• Use simple, succinct language
• Include multimedia content
• Include hyperlinks to sources
• Allow and respond to comments
• Read and comment on other blogs
23. About YouTube
• World’s largest online video site
• Third most visited website
• 48 hours of video added per minute
• More than 3 billion views per day
24. YouTube Best Practices
• Customize your channel
• Allow and respond to comments
• Comment on other channels
• Categorize and tag videos
• Keep videos simple and short
26. Frequency Per Week
• Facebook: 2 to 3 posts
• Twitter: 3 to 5 days
• Blogging: 1 to 2 posts
• Audio/Video: 1 to 2 monthly updates
27. Next Steps
• Discuss questions internally:
– Who is our primary target audience?
– What content could we share?
– Who would be responsible?
• Set one strategic goal