2. Beyond status updates
Libby Hall, WestmorelandFlint

3. Strategic Planning
1. What type of program is this?
2. What is the current relationship
with the audience?
3. How does your audience use
social media?
4. What’s your one thing?
5. How will you be human?
6. How are you going to use social
media?
7. What does success look like?
8. Who is responsible for what?

4. Strategic Planning
1. Where is the home base?
2. What outposts will support the
home base?
3. What types of content will be Tactical
added regularly?
4. How is the audience going to be
Planning
activated and not just collected?
5. What ways can we make members
the star?
6. How will we make fans aware of the
home base?

5. Strategic Planning
Tactical
Planning
Execution

6. Strategic Planning
Tactical
Measure Planning
Execution

7. Strategic Planning
Tactical
Measure Planning
Execution

8. Content

9. You
Not you

27. Contests and promotions

28. Tips for contests
• Make participation
easy
• Have a prize to match
the effort

31. Facebook Promotion Guidelines
• Promotions on Facebook must be administered within
Apps on Facebook.com, either on a Canvas Page or an
app on a Page Tab.
• You must not use Facebook features or functionality
as a promotion’s registration or entry mechanism.
For example, the act of liking a Page or checking in to
a Place cannot automatically register or enter a
promotion participant.
• You must not condition registration or entry upon the
user taking any action using any Facebook features or
functionality other than liking a Page, checking in to a
Place, or connecting to your app. For example, you
must not condition registration or entry upon the user
liking a Wall post, or commenting or uploading a
photo on a Wall.

32. Facebook Promotion Guidelines
• You CAN…
– Give things away on your blog,
Twitter, or your website and
promote on Facebook
– Invite fans to interact and
reward them for doing so

35. Measurement & Listening

36. Metrics to Consider
Reputation Management Acquisition Networking
Number of positive mentions Number of new contacts Number of connections
Number of negative mentions Value place on a contact Interaction with connections
Number of overall mentions Incoming Referrals
Customer Service Customer Loyalty Crisis Mitigation
Number of questions answered Participation Number of Negative Mentions
Decrease in call center questions Size of community Number of Positive Mentions
Cost savings Increased positive mentions/reviews
Publicity Thought Leadership Awareness
Social connectivity Share of voice Number of Followers
Percentage of pickup Number of followers Number of Mentions
Share of voice Number of mentions Click Through Traffic
Time spent with content Search volume
Number of clicks Site traffic
Content sharing Klout score
Search volume

37. Look at page
164 in the Now
Revolution
book for a great
metrics
selection tool.

38. Listening

39. Google Analytics

40. Facebook Insights

41. Facebook Insights

42. YouTube Insights

43. YouTube Insights

44. Twitter Tools

45. Words to tweet by
• Strategy first
• Make it about your fans, not your brand
• Measure, adjust, repeat

46. Questions?

47. Resources
• Tools and guides
– Twitter for Business Guide: http://business.twitter.com/twitter101
– Mashable small business guide:
http://mashable.com/2009/12/04/small-business-guide/
– Facebook Advertising Guide. Learn about Pages, Ads, Share on Facebook, and
Facebook Connect: http://www.facebook.com/advertising/
– Facebook Connect Developers’ Guide. What it takes to implement Facebook sharing
tools on your website: http://developers.facebook.com/connect.php
– Facebook Promotion Guide: http://www.facebook.com/promotions_guidelines.php
– Social media responsibilities worksheet:
http://www.scribd.com/doc/33806521/Social-Media-Responsibilities-
Worksheet#stats
• Blogs and ongoing information
– Flint Group blog: http://www.flint-group.com/blog/
– Jay Baer blog. National social media consultant and WestmorelandFlint alliance:
http://www.convinceandconvert.com
– SmartBrief on Social Media. Daily email updates with headlines from the changing
world of social media:
http://www.smartbrief.com/socialmedia/index.jsp?campaign=webIndustries

48. Monitoring Tools
• Broad
– Social Mention: http://socialmention.com/
– Kurrently (Facebook and Twitter): http://www.kurrently.com/
– Google Alerts: http://www.google.com/alerts
• Specialized
– Google Blog search: http://blogsearch.google.com/
– Board Reader: http://boardreader.com/
– Wikipedia: http://en.wikipedia.org/
• Twitter
– Twitter search: http://search.twitter.com/
– Twitter Counter: http://twittercounter.com/
– Refollow: http://refollow.com/refollow/index.html
– Feed My Inbox: http://www.feedmyinbox.com/
– Cotweet: http://cotweet.com/