This document discusses best practices for using Twitter and Facebook as lead platforms. It recommends understanding the psychology of users on each platform and focusing on unique features to share the right type of content. Specifically, it suggests creating less but promoting more by repurposing content across platforms. Consistency in strategy while adapting to changes is also advised to drive purposeful and thoughtful use of Twitter and Facebook.

1. H O W TO B E ST U S E
T W I T T E R & FAC E B O O K
A S L E A D P L AT F O R M S
NATO EXPERTS FORUM
@BrianHonigman

2. PURPOSE DRIVEN.
BECOME
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3. WHAT IS A
LEADING PLATFORM?
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4. BEST INVESTMENT
OTHER OPTIONS
vs.
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5. A PORTION OF YOUR AUDIENCE IS
HIGHLY ACTIVE THERE.
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6. OPPORTUNITY TO
WITH VALUE EQUAL
TO ATTENTION.
REACH NICHE
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7. DRIVES ROI FOR
YOUR ORGANIZATION.
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8. WHY ARE FACEBOOK &
TWITTER LEADING
PLATFORMS?
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9. AUGUST 27TH, 2015
1 BILLION PEOPLE USED
FACEBOOK IN A SINGLE DAY.
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10. @ B R I A N H O N I G M A N

11. @ B R I A N H O N I G M A N

12. @ B R I A N H O N I G M A N
FACEBOOK’S MOST AMBITIOUS PROJECT
PLANS TO USE DRONES TO BEAM FREE
INTERNET (WITH FACEBOOK INCLUDED) TO
DEVELOPING COUNTRIES

13. 500 Million
Tweets Sent Daily
#IVoted
#Ebola
#Ferguson
#HeForShe
#CometLanding #Carnaval
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14. @ B R I A N H O N I G M A N

15. @ B R I A N H O N I G M A N

16. 20-year-old woman
SAVED from floods
in Yamaguchi area
due to Twitter.
@ B R I A N H O N I G M A N

17. @ B R I A N H O N I G M A N

19. LIMITED UNDERSTANDING
of how social media users behave on each channel.
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20. LEADS TO…
Not sharing the right type of content.
Not making use of platform’s unique
feature sets.
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21. LEADS TO…
Not sharing the right type of content.
Not making use of platform’s unique
feature sets.
@ B R I A N H O N I G M A N

22. FINITE ACCESS TO
RESOURCES
@ B R I A N H O N I G M A N

23. LEADS TO…
Not following a written social media strategy.
Lack of buy-in from higher ups.
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24. LEADS TO…
Not following a written social media strategy.
Lack of buy-in from higher ups.
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25. MORE DIFFICULT
to stand out on social platforms today.
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26. LEADS TO…
Less results to show leadership.
M
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27. LEADS TO…
Less results to show leadership.
More broadcasting on social media.
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28. LACK OF INTEGRATION
across global social media teams.
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29. LEADS TO…
Wasted time and poor resource allocation.
Misaligned messaging
prove ROI.
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30. LEADS TO…
Wasted time and
Misaligned messaging and less results to
prove ROI.
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31. STOP+ Refocus
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33. Understand the psychology of the social
media users on that channel.
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34. •To bring valuable content to one another.
•To define ourselves to others.
•To grow and nourish our relationships.
•For self-fulfillment.
•To get the word out about causes they care about.
Source: Psychology of Sharing Study via New York Times

35. *Helpful Wording
*More Information
*Aligned Language
*Mimic News Headlines
Source: Cornell Study
SHAREABLE TWEETS INCLUDE:
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36. Focus on Each
Platform’s Unique Features
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37. @ B R I A N H O N I G M A N

38. @ B R I A N H O N I G M A N

39. @ B R I A N H O N I G M A N

40. @ B R I A N H O N I G M A N

42. APPLY FINDINGS TO
YOUR SOCIAL
MEDIA STRATEGY.
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43. Create less,
promote
more.
–Salma Jafri
REPURPOSE YOUR CONTENT
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44. 39 secs
3 minutes
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45. Reworded & reformat
existing content.
FB status can be
60K+ characters.
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47. @ B R I A N H O N I G M A N

48. @ B R I A N H O N I G M A N

49. Consistency.
Personalization.
Association.
Innovation.
A B C
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52. #pressfreedom

55. @ B R I A N H O N I G M A N

57. @ B R I A N H O N I G M A N

58. @ B R I A N H O N I G M A N

59. @ B R I A N H O N I G M A N

60. DESPITE CHANGES TO:
•EACH SOCIAL NETWORK
•THE LANDSCAPE
•YOUR STRATEGY
•YOUR TACTICS
•YOUR MESSAGING
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61. CAN DRIVE THOUGHTFUL
USE OF TWITTER & FACEBOOK.
PURPOSE
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62. THANK YOU!
@BRIANHONIGMAN
GET THE PRESENTATION:
bit.ly/brianatnato