Do you know how and when to engage on social media? Get tips from Kat Murti of the Cato Institute.

1. Messaging to
the Masses
Right Online — May 2, 2015
#ROL15 @KatMurti

2. Kat Murti
@KatMurti
Senior Digital Outreach Manager,
Cato Institute
Feel free to reach out with
questions...kmurti@cato.org
#ROL15

3. ● Know your goals
o Pick a couple key metrics &
track them regularly
 Don’t drown yourself in
data
● Impact is key
o Don’t rely on “vanity metrics”
o Know why you’re doing
something
● Compare your accounts to
other similar ones
Be Strategic
● Watch for patterns
o Correlation ≠ Causation
o Unfollowers.Com
#ROL15 @KatMurti

4. ● Includes your current
audience AND people
you want to reach
● You likely have
SEVERAL different
audiences
Know Your Audience
● Have different strategies
for each
o Different messaging;
different platforms
o Segmentation is key!
● Your audience changes
over time
o Be dynamic; not
static
#ROL15 @KatMurti

5. ● Not every platform is
perfect for every user
o Different audiences
on different platforms
 And different
platforms for different
tasks
o What are your
resources?
 Time is a resource!
Meet Them Where They Are
#ROL15 @KatMurti

6. ● Varies across platforms
and audiences
o Learn your audience!
● Think about what people
are doing
o Don’t share a video at 8
a.m. on a Monday
● Scheduling tools are your
friend
o Buffer
Timing Is Everything
● Take advantage of trends
and events
● Use Analytics as your
guide
o Facebook Insights
o Twitter Analytics
o Google Analytics
#ROL15 @KatMurti

8. ● Engage your fans; don’t
just collect them.
o It’s a two-way street!
● Don’t waste time on
“eggheads”
● Don’t Feed the Trolls
o You have to be able to
take some heat
o Know when to
ban...and when not to
Know When To Engage
#ROL15 @KatMurti

9. ● Don’t take yourself too
seriously
o Have personality
o But stay true to your
brand
o Know when you can
loosen up & when not
to
o Remember, the “Front
Page Rule”
Be Authentic
● Personal accounts are
GREAT for
experimentation
● YOU are the best
ambassador for your
cause
o Make sure you’re being
heard—don’t be afraid
to measure
 Klout, Buffer
#ROL15 @KatMurti

11. ● Very few people
ACTUALLY want to
make the world a
worse place.
o Don’t live in a bubble
o Look at issues from
your opponents’
perspective
Assume the Best of Intentions
● When possible, find
opportunities to
work together
(where do you
agree?)
o Find mutual ground
and work from there
#ROL15 @KatMurti

12. ● Be relevant
o Content must be
interesting, timely, and
have a hook
o Track trends and
engagements
 Join national
conversations and
add your spin
Content is King
● Be interesting
o Be honest
o Give people what they
want (PICTURES!)
● Maximize your impact
o Secondary content is
your friend
o “One and done” leaves
value on the table
#ROL15 @KatMurti

13. ● You can’t just throw
money at a problem.
● BUT, money can help
get GOOD content
out to a wider
audience—if done
strategically.
Money Talks...But It Isn’t Everything
● Get the most bang
for your buck
o Think ahead
o Promote what works
o Look out for ad fraud
#ROL15 @KatMurti

14. ● Get your content to the
right audience
● Know what’s being said
and how it’s being said
o Topsy.Com
● Don’t be spammy.
● Be weary of hashtag
activism/slacktivism
o Remember your goals
o What are you
Hashtags Can Be a Tool or a Trap
● Hashtags at Events
o Public events should have
hashtags
o Livetweeting is a great way
to get your message out
 Hootsuite
o Builds community
o Make sure to PUBLICIZE
your hashtag
#ROL15 @KatMurti

15. And if you do all
this....
#ROL15 @KatMurti

17. Thank You!
@KatMurti
Feel free to reach out
with questions....
kmurti@cato.org
#ROL15