1. Mastering Social Media
‘Stop and Reflect’ Exercises
Workshop 3: Implementation and Performance Measurement
Dr. Jim Hamill
Alan Stevenson
Vincent Hamill
www.energise2-0.com
January, 2012

2. The following exercises will form the basis of your Social Media Implementation Plan. Please review and
complete in your own time:
TOPIC 1: TWITTER .................................................................................................................................................. 3
Exercise 1: Twitter Vision and Strategy .....................................................................................................................3
Exercise 2: Twitter Set Up and the Basics .................................................................................................................4
Exercise 3: Customers and Building Your Community ..............................................................................................5
Exercise 4: Evaluate your Content / Conversation approach ....................................................................................6
Exercise 5: Twitter Applications ................................................................................................................................8
Exercise 6: Performance Management .....................................................................................................................9
Exercise 7: Organisation, People and Resource Issues ..............................................................................................9
TOPIC 2: FACEBOOK ............................................................................................................................................. 10
Exercise 1: Facebook Vision and Strategy ...............................................................................................................10
Exercise 2: Facebook Set Up and the Basics ............................................................................................................11
Exercise 3: Customers and Building Your Community ............................................................................................12
Exercise 4: Evaluate your Content / Conversation approach ..................................................................................13
Exercise 5: Management of Facebook ....................................................................................................................15
Exercise 6: Performance Management ...................................................................................................................16
Exercise 7: Organisation, People and Resource Issues ............................................................................................16
TOPIC 3: LINKEDIN ............................................................................................................................................... 17
Exercise 1: LinkedIn Vision and Strategy .................................................................................................................17
Exercise 2: Linkedin Set Up and the Basics ..............................................................................................................18
Exercise 3: Customers and Building Your Community ............................................................................................18
Exercise 4: Evaluate your Content / Conversation approach ..................................................................................20
Exercise 5: Performance Management ...................................................................................................................22
Exercise 6: Organisation, People and Resource Issues ............................................................................................22
CHANNEL TEMPLATE ............................................................................................................................................ 23
Vision and Strategy for _________________________ ..........................................................................................23
Channel Actions.......................................................................................................................................................24
Performance Measurement ....................................................................................................................................26
Organisation, Resources and People .......................................................................................................................27
Mastering Social Media Session 3 Page 2

3. TOPIC 1: TWITTER
Exercise 1: Twitter Vision and Strategy
What do you want to use it for?
What business benefits do you hope to derive?
How will Twitter help you achieve your core business objectives?
What KPIs will you use for measuring on-going channel performance? What are your targets for each
KPI?
Mastering Social Media Session 3 Page 3

4. Exercise 2: Twitter Set Up and the Basics
Yes / No
a) Have you set up a twitter account for your business?
b) Are you happy with the content of your profile
c) Are you happy with the design of your page
d) Do you understand the basic layout of a twitter page e.g. Home Page,
Profile, Messages, Who to Follow, Account Settings, Search etc
e) Do you understand the following terms:
• Tweets
• Retweets (RT)
• @reply
• Direct message
• Hashtags #
• Follow/unfollow; following/followers
• Lists
Add Comments here
Mastering Social Media Session 3 Page 4

5. Exercise 3: Customers and Building Your Community
Who are your customers – who do you wish to engage with on Twitter?
Start by ‘following’! Aim to follow 100 ‘relevant’ people – use ‘search’and ‘directories’ and #topic to find
relevant tweets.
Search tools Social Media Monitoring Directories
Twitter Search Topsy We Follow
http://search.twitter.com/search www.topsy.com
http://wefollow.com
TweetDeck Social Mention
www.socialmention.com Twellow
http://www.tweetdeck.com/ http://www.twellow.com/
Google Alerts
Bing www.google.com/alerts Twibs
http://www.bing.com/twitter http://www.twibs.com
Twitterati
http://twittorati.com/
Yes / No
a) Do you now follow relevant individuals for your business or organisation?
Mastering Social Media Session 3 Page 5

6. Exercise 4: Evaluate your Content / Conversation approach
What do you do well?
What could you do better?
Mastering Social Media Session 3 Page 6

7. Use the following template to map out a Content Plan for Twitter (this can be as detailed or high level as
you like).
Twitter Content Plan
Content Weekly Daily
Summary S M T W T F S
Frequency
Tone/Theme
Topics /
#Hashtags
Tweet Types
(update, video,
image)
Own/Other
Peoples Content
(Retweets)
Sources of
Inspiration
Replies / DMs
Any comments
Mastering Social Media Session 3 Page 7

8. Exercise 5: Twitter Applications
Review and evaluate some of the Twitter Tools and Applications listed on our blog - www.energise2-
0.com/2011/02/04/a-list-of-useful-twitter-applications/
Add Comments here
Also, and if you haven’t already done so, choose one of the following applications and become familiar
with it, using it to carry out some of the common actions – Tweet, Retweet, Direct Message, @Reply and
so on. Try the same application on your desktop and your mobile phone.
Choose one of the following tools:
Desktop (Y/N) Mobile (Y/N)
a) Have you used TweetDeck
http://www.tweetdeck.com/ on your…
b) Have you used Seesmic
http://www.seesmic.com/ on your…
c) Have you used Hootsuite
http://hootsuite.com/ on your…
Mastering Social Media Session 3 Page 8

9. Exercise 6: Performance Management
Use one or more of the following tools to monitor the performance of a twitter account of your own
choice adding important findings and implications in the box below.
 Klout http://klout.com/
 Topsy http://analytics.topsy.com
 Export.ly http://export.ly
 TweetStats http://tweetstats.com
What Conclusions have you drawn?
Exercise 7: Organisation, People and Resource Issues
Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the
channel be managed and resourced? Policies and Guidelines?
Add Comments here
Mastering Social Media Session 3 Page 9

10. TOPIC 2: FACEBOOK
Exercise 1: Facebook Vision and Strategy
What do you want to use it for?
What business benefits do you hope to derive?
How will Facebook help you achieve your core business objectives?
What KPIs will you use for measuring on-going channel performance? What are your targets for each
KPI?
Mastering Social Media Session 3 Page 10

11. Exercise 2: Facebook Set Up and the Basics
Please check the following: Yes / No
a) Have you set-up a Facebook Page for your business? If not, please
go to www.facebook.com/pages
b) Are you happy with your page in the following areas:
 Category/ page name
 Image
 Photo Showcase
 Default Filter
 Admin View
 Settings
 Basic Information
 Permissions
f) Do you understand the following?
 Customised Landing Page
 Navigation Tabs
 Facebook Insights
 Suggest to Friends
Add Comments here
Mastering Social Media Session 3 Page 11

12. Exercise 3: Customers and Building Your Community
Who are your customers – who do you wish to engage with on Facebook?
After the session, you may wish to check some of the following Community Yes / No
Building techniques:
 Invite friends by email using ‘Invite Friends’
 ‘Suggest to Friends’
 Embed Facebook widget/link on your web site/blog
 Invite your email/ezine subscribers
 Add social media profiles to your email signature file
 The potential for running an incentivised Facebook Advert
 Add page link/badge to your profile page
 Actively participate in relevant groups/pages – tagging your post
 Offline marketing of your Facebook Page
 Think about the best way of creating a viral campaign
 Remember once you reach 25 ‘likers’, register your own unique
address – www.facebook.com/username
Add Comments here
Mastering Social Media Session 3 Page 12

13. Exercise 4: Evaluate your Content / Conversation approach
What do you do well?
What could you do better?
Mastering Social Media Session 3 Page 13

14. Use the following template to map out a Content Plan for Facebook (this can be as detailed or high level
as you like).
Facebook Content Plan
Content Weekly Daily
Summary S M T W T F S
Frequency
Tone/Theme
Topics
Post Types
(update, video,
image)
Own/Other
Peoples Content
(OPC)
Sources of
Inspiration
Participation in
other groups/
pages
Any comments
Mastering Social Media Session 3 Page 14

15. Exercise 5: Management of Facebook
You can manage your Facebook account from the native Facebook platform or from a small number of
other applications. Choose one of the following applications and become familiar with it, using it to carry
out some of the common actions – Post, Delete Post, Like, Comment, and so on. Try the application on
your desktop.
Choose one of the following tools:
Desktop or
Browser (Y/N)
a) Have you used Hootsuite
http://hootsuite.com/ on your…
b) Have you used TweetDeck
http://www.tweetdeck.com/ on your…
c) Have you used MediaFeedia
http://mediafeedia.com on your…
d) Have you used HyperAlerts
http://www.hyperalerts.no/ on your…
Add Comments here
Mastering Social Media Session 3 Page 15

16. Exercise 6: Performance Management
Use one or more of the following tools to monitor the performance of your Facebook Page adding
important findings and implications in the box below.
 Facebook Insights http://www.facebook.com
 Social Baker http://www.socialbakers.com
 Hootsuite http://hootsuite.com/
 Export.ly http://export.ly
What conclusions have you drawn?
Exercise 7: Organisation, People and Resource Issues
Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the
channel be managed and resourced? Policies and Guidelines?
Add Comments here
Mastering Social Media Session 3 Page 16

17. TOPIC 3: LINKEDIN
Exercise 1: LinkedIn Vision and Strategy
What do you want to use it for?
What business benefits do you hope to derive?
How will LinkedIn help you achieve your core business objectives?
What KPIs will you use for measuring on-going channel performance? What are your targets for each
KPI?
Mastering Social Media Session 3 Page 17

18. Exercise 2: Linkedin Set Up and the Basics
Please check the following: Yes / No
a) Have you set-up a LinkedIn Profile and Company Page?
b) Are you happy with your Profile?
c) Do you understand the basic layout and features of Linkedin?
Add Comments here
Exercise 3: Customers and Building Your Community
Who are your customers – who do you wish to engage with on Linkedin?
Mastering Social Media Session 3 Page 18

19. After the session, you may wish to check some of the following Community Yes / No
Building techniques:
Use the community building tools provided by LinkedIn:
 Add Connections
 Colleagues
 Classmates
 People You May Know
 Embed LinkedIn logo buttons
 LinkedIn share buttons on your web site/blog
 Invite your email/ezine subscribers
 Add social media profiles to your email signature file
 The potential for running a LinkedIn Advert
 Offline marketing of your LinkedIn Profile
Add Comments here
Mastering Social Media Session 3 Page 19

20. Exercise 4: Evaluate your Content / Conversation approach
What do you do well?
What could you do better?
Mastering Social Media Session 3 Page 20

21. Use the following template to map out a Content Plan for Linkedin (this can be as detailed or high level
as you like).
LinkedIn Content Plan
Content Weekly Daily
Summary S M T W T F S
Frequency
Tone/Theme
Topics
Post Types
(update, video,
image)
Own/Other
Peoples Content
(OPC)
Sources of
Inspiration
Participation in
other groups/
pages
Any comments
Mastering Social Media Session 3 Page 21

22. Exercise 5: Performance Management
Using Network Statistics, add any important findings and implications in the box below.
Exercise 6: Organisation, People and Resource Issues
Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the
channel be managed and resourced? Policies and Guidelines?
Add Comments here
Mastering Social Media Session 3 Page 22

23. CHANNEL TEMPLATE
Vision and Strategy for _________________________
What do you want to use it for?
What business benefits do you hope to derive?
How will _____________ help you achieve your core business objectives?
What KPIs will you use for measuring on-going channel performance? What are your targets for each
KPI?
Mastering Social Media Session 3 Page 23

24. Channel Actions
List key Set-Up tasks
Who are your customers – with whom do you wish to engage through _________________?
Mastering Social Media Session 3 Page 24

25. Use the following template to map out a Content Plan (this can be as detailed or high level as you like).
Content Plan
Content Weekly Daily
Summary S M T W T F S
Frequency
Tone/Theme
Topics
Post Types
(update, video,
image)
Own/Other
Peoples Content
(OPC)
Sources of
Inspiration
Participation in
other native
places
Any comments
Mastering Social Media Session 3 Page 25

26. Which Management Tools will you use here?
Performance Measurement
What Performance Tools have you/ will you use and what conclusions have you drawn?
Mastering Social Media Session 3 Page 26

27. Organisation, Resources and People
Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the
channel be managed and resourced? Policies and Guidelines?
Add Comments here
Mastering Social Media Session 3 Page 27

28. Vision and Strategy for _________________________
What do you want to use it for?
What business benefits do you hope to derive?
How will _____________ help you achieve your core business objectives?
What KPIs will you use for measuring on-going channel performance? What are your targets for each
KPI?
Mastering Social Media Session 3 Page 28

29. Channel Actions
List key Set-Up tasks
Who are your customers – with whom do you wish to engage through _________________?
Mastering Social Media Session 3 Page 29

30. Use the following template to map out a Content Plan (this can be as detailed or high level as you like).
Content Plan
Content Weekly Daily
Summary S M T W T F S
Frequency
Tone/Theme
Topics
Post Types
(update, video,
image)
Own/Other
Peoples Content
(OPC)
Sources of
Inspiration
Participation in
other native
places
Any comments
Mastering Social Media Session 3 Page 30

31. Which Management Tools will you use here?
Performance Measurement
What Performance Tools have you/ will you use and what conclusions have you drawn?
Mastering Social Media Session 3 Page 31

32. Organisation, Resources and People
Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the
channel be managed and resourced? Policies and Guidelines?
Add Comments here
Mastering Social Media Session 3 Page 32

33. Vision and Strategy for _________________________
What do you want to use it for?
What business benefits do you hope to derive?
How will _____________ help you achieve your core business objectives?
What KPIs will you use for measuring on-going channel performance? What are your targets for each
KPI?
Mastering Social Media Session 3 Page 33

34. Channel Actions
List key Set-Up tasks
Who are your customers – with whom do you wish to engage through _________________?
Mastering Social Media Session 3 Page 34

35. Use the following template to map out a Content Plan (this can be as detailed or high level as you like).
Content Plan
Content Weekly Daily
Summary S M T W T F S
Frequency
Tone/Theme
Topics
Post Types
(update, video,
image)
Own/Other
Peoples Content
(OPC)
Sources of
Inspiration
Participation in
other native
places
Any comments
Mastering Social Media Session 3 Page 35

36. Which Management Tools will you use here?
Performance Measurement
What Performance Tools have you/ will you use and what conclusions have you drawn?
Mastering Social Media Session 3 Page 36

37. Organisation, Resources and People
Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the
channel be managed and resourced? Policies and Guidelines?
Add Comments here
Mastering Social Media Session 3 Page 37