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Time management for social media

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Social media management takes time, but there are ways to be more effective and more efficient.

Publicada em: Educação, Tecnologia, Negócios
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Time management for social media

  1. 1. Time Management for Social Media Stephanie Leishman Social Media Strategist MIT Communication Production Services ! May 2014 ! Twitter @hatchsteph
  2. 2. Objectives • Understand the role of goals in time management • Understand when it’s appropriate to automate • Discover tools and approaches to support your efforts This presentation is specifically for communications staff who have limited resources. Therefore, this presentation specifically lists tools that are free or low-cost.
  3. 3. What is time management? How you spend your time at work might be dependent on more than just personal choice. ! It can depend on your work status, the department’s priorities, your job description, etc.
  4. 4. What is time management? For example: ! • Are you paid hourly? How many hours do you work? • Are you part-time or full-time? • Do you try to keep your day at 9-5? • Do you get in early to try to get more work done?
  5. 5. What is time management? Moreover: ! • Are you a full-time employee, but are required to limit communications work to 50% of your week? ! • Is your department only in experimental stages with social media, giving you 5% of your week to try its effectiveness?
  6. 6. What is time management? No matter what your circumstances, you are attending this presentation because you are: ! • Managing social media to some degree, or • Exploring the idea of doing so. ! Today, you’ll learn some principles and tools to help you use your allotment of time efficiently and effectively.
  7. 7. Principles Time is used efficiently when the goals are clear. 1
  8. 8. Principles Focus content on your target audience. 2
  9. 9. Principles Organize and plan. 3
  10. 10. Principles Know when to automate. 4
  11. 11. Principles Time is used efficiently when the goals are clear. 1 • Unclear goals = wasted time • Goals focus your efforts so you’re most efficient with your time.
  12. 12. #mitcps Goals • Increase donations by 5% • Increase quality of applicants • Increase interdepartmental enrollment • Establish program as thought leader in field • Change an incorrect perception about our program • Increase student happiness and balance • Reduce paper waste on campus • Increase quality of social media at MIT
  13. 13. Principles Focus content on your target audience. 2
  14. 14. #mitcps Focus content on your target audience. “Everyone,” even “students” or “undergrads” is too broad. How about: ! • First-year students unsure about a major • Graduate students with spouses or partners • Students who still need HASS credits • Engineering undergrads at top-tier schools • MIT alumni working in health-related fields • Mid-career professionals in fields x, y, and z
  15. 15. #mitcps You have a target audience. Now what? Who already influences those audiences? These are your influencers. ! Influencers are the ones you want to retweet you. Influencers get more attention from the audience than you will directly. ! Influencers aren’t necessarily people; hashtags are influencers, too (e.g., #bostonevents).
  16. 16. Principles Organize and plan. 3
  17. 17. Strategy calendar A strategy calendar doesn’t have dates; it is a representation of a typical week or month.
  18. 18. Content calendar A content calendar has actual dates. Plan out your specific content.
  19. 19. Principles Know when to automate. 4
  20. 20. #mitcps Automated vs. manual Automated Manual Finding content ✅ Crafting content ✅ Sched/send content ✅ ✅ Analytics report ✅ Analytics assessment ✅ Monitoring ✅
  21. 21. Communication Production Services Finding content and monitoring your brand The age of hunter-gatherers is past.
  22. 22. Feedly • Going beyond text-only • Social media is more than broadcasting and syndicating • Experimentation, trial and error, A/B testing • Strategy creation and implementation at the departmental level • Strategy development
  23. 23. Feedly Feedly can feed: ! • NYT, Washington Post, etc. • RSS feeds • Blogs • YouTube accounts • Tumblr blogs • Google news search
  24. 24. #mitcps Feedly
  25. 25. #mitcps Feedly
  26. 26. #mitcps Feedly
  27. 27. #mitcps Feedly
  28. 28. #mitcps Feedly
  29. 29. #mitcps Feedly Email • Twitter • Facebook • Google+ • LinkedIn Buffer • Pocket Pro version ($45/year): HootSuite • Evernote
  30. 30. #mitcps Flickr Take advantage of our CPS photo library. Browse or search hundreds of images. Photos in our library are only available to the MIT community for use in MIT print projects, web communications and social media. Please review the guidelines at web.mit.cps/photos.html for details.
  31. 31. #mitcps Set up your HootSuite dashboard Don’t try to flip back and forth between your mentions, home feed, hashtag search, Instagram posts, discussions, etc. Set up your dashboard ahead of time.
  32. 32. #mitcps HootSuite
  33. 33. #mitcps HootSuite With HootSuite, you can monitor social activity by the following: ! • Keywords • Boolean searches • Twitter lists • Mentions of specific Twitter handles • Facebook, G+, Instagram home feeds • Etc.
  34. 34. #mitcps HootSuite Some examples from my HootSuite dashboard: ! • Specific faculty names (in quotes) - search Twitter • Twitter list of all MIT arts-related tweeters • #MLtalks, #MIT2014, other hashtags • MIT’s Google+ “faculty” circle stream
  35. 35. #mitcps Tagboard tagboard.com Tagboard can be used as a tool for efficiency. Search a hashtag across multiple social media platforms at once.
  36. 36. Communication Production Services Creating and scheduling content A mix of automation and handcrafting. • Handcraft the actual content. Include mentions and hashtags. NEVER send Facebook posts automatically to Twitter. ! • Live-tweeting and retweeting others is also something that must be done manually. ! • Scheduling and posting of your own blog content can be automated.
  37. 37. #mitcps HootSuite
  38. 38. #mitcps HootSuite
  39. 39. #mitcps Buffer bufferapp.com
  40. 40. #mitcps Twitter lists Create Twitter lists so you don’t have to hunt down handles: • Speakers and panelists • Attendees • Organizations you know the speakers will mention • Influencers, press, etc.
  41. 41. #mitcps Have links ready Shorten and save all the links that you or someone else will mention during the event. One way to do this is to save them all in a bit.ly bundle, but you can also shorten and save them in a text file or note you can easily access and copy from.
  42. 42. Communication Production Services Full automation, including archiving Automate what can be automated so you can spend more time on things that matter.
  43. 43. #mitcps IFTTT.com
  44. 44. #mitcps IFTTT
  45. 45. #mitcps IFTTT
  46. 46. #mitcps IFTTT
  47. 47. #mitcps IFTTT
  48. 48. #mitcps visual.ly http://create.visual.ly/ graphic/facebook-insights For those times when someone asks you for a report of the basics, like number of followers and demographics.
  49. 49. #mitcps Storify storify.com Qualitative archiving is a task you have to do by hand. However, it saves time in the long run, e.g., when you need examples of what people posted during an event that has passed.
  50. 50. #mitcps bit.ly Sync all your tools with bit.ly, so you can view your click-through analytics in one place.
  51. 51. Communication Production Services Recap 1. Time is used efficiently when goals are clear. ! 2. Focus content on your target audience. ! 3. Organize and plan. ! 4. Know when to automate.
  52. 52. Stephanie Hatch Leishman Twitter: @hatchsteph