The document provides guidance on developing an effective social media strategy. It advises answering five key questions: defining your brand, crafting your message, identifying your audience, selecting appropriate social media tools, and planning your engagement. The questions are explained in more detail with examples of how to determine your brand, what you want to communicate, who you want to reach, how they prefer to be contacted, and how to maintain connections. Additional context is given on using hashtags and the basic functions of Twitter and Instagram. The overall document serves as a primer on developing a foundational social media strategy.

1. Social
Media
Strategy
What
you
need
to
get
started
or
update
your
approach
Joyce
Sullivan
Founder
and
CEO,
SocMediaFin,
Inc.
Adjunct
Professor
Baruch
College
School
of
Public
AdministraCon
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA
Nov
13,
2015

2. Answer these Five Questions
before you begin your social media program:
① Brand
② Message
③ Audience
④ Tool
⑤ Journey
① Who
are
you?
② What
do
you
have
to
say?
③ Who
are
you
trying
to
reach
④ How
do
they
want
to
be
reached?
⑤ Once
you
connect,
what’s
your
plan?
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

3. The
5
ques'ons℠-­‐
with
your
answers
1.
Who
are
you?
2.
What
do
you
have
to
say?
3.
Who
are
you
trying
to
reach?
4.
How
do
they
WANT
to
be
reached?
5.
Once
you
are
ready
to
connect,
then
what?
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

4. #NYCTLF
Driving
the
conversaCon
with
#hashtags
hXps://twiXer.com/hashtag/NYCTLF
#NYCTLF
New
York
Community
Trust
Leadership
Fellows
CreaCng
a
unique
tag
for
your
organizaCon
or
event
introduces
your
audience
/
consCtuents
/
supporters
to
each
other
Hashtags
can
be
used
on
a
number
of
social
media
sites
including:
1)
TwiXer
140
character
text
with
photos
(up
to
4
photos
in
one
tweet)
2)
Instagram
Photo
or
Video
(15
seconds)
with
unlimited
text
/
hashtags
(Facebook)
3)
Vine
6
second
videos
with
short
text
(TwiXer
owns
Vine)
4)
Facebook
Hashtag
can
be
found
if
personal
secng
allow
general
search
5)
Google
Searches
for
public
links
including
hashtags
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

5. What is Twitter?
• Online
social
networking
service
–
one
person
to
talk
to
one
or
many
• Users
can
send
and
read
short
140
character
messages
• Registered
users
can
read
and
post
‘tweets’
• Unregistered
users
can
only
read
them
(Listening)
• QUESTION:
Do
you
want
to
‘tweet’
or
‘listen’
or
both
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

6. The story of a tweet
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

7. Twitter terms
• @
NAME
=
You!
Me
>
@JoyceMSullivan
• TWEET
=
a
short
text
message
you
send
to
others
• REPLY
=
comment
on
a
tweet
and
join
a
conversaCon
• RETWEET
=
share
a
tweet
you
like
with
your
followers.
You
can
add
your
own
thoughts
too
• FAVORITE
=
to
let
the
author
know
you
like
it.
Digital
‘thank
you’
/
shoulder
tap
• HASHTAGS
=
topics
for
tweets.
You
can
make
these
up!
Click
on
a
hashtag
to
see
conversaCons
related
to
a
tweet
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

8. The story of a tweet
A
Tweet
is
an
expression
of
a
moment
or
idea.
It
can
contain:
o Text
o Photos
o Videos
o Links
to
websites
o Hashtags
(a
hashtag
is
a
word
or
acronym
with
‘#’
at
the
front)
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

9. Your
TwiXer
bio:
Photo
=
“Avi”
@
Name
=
=
Actual
Name
Describe
yourself,
your
art,
your
interest
in
<
140
characters!
All
of
this
can
be
changed
at
any
Cme!
Include
your
websites
so
others
can
learn
more
about
you.
TwiXer
allows
2
urls
Your
locaCon,
can
be
mulCple
ciCes,
countries
Create
and
add
your
own
#hashtag
e.g.
#NYCTLF
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

10. What is Instagram?
• Online
mobile
social
networking
service
• Allows
users
to
take
pictures
and
videos
• You
can
share
your
Instagram
photos/videos
on
other
social
plaporms
such
as
Facebook,
TwiXer,
Tumblr
(blog
site)
Flickr
(photo
site)
• DisCncCve
feature:
Photos
are
all
Square
shape
• Digital
filters
can
be
added
to
your
image
• Instagram
videos
are
15
seconds
• No
limit
for
text
messages
• #Hashtags
are
used
extensively
in
messages
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

11. hXps://instagram.com/joycemsullivan/
INSTAGRAM
MOBILE
DEVICE
VIEW
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

12. Your
Instagram
bio:
Photo
=
“Avi”
@
Name
=
Actual
Name
=
Describe
yourself,
your
art,
your
interest
in
<
140
characters!
All
of
this
can
be
changed
at
any
Cme!
Include
your
websites
so
others
can
learn
more
about
you.
Instagram
allows
only
one
(1)
link
Your
locaCon,
can
be
mulCple
ciCes,
countries
Create
and
add
your
own
#hashtag
e.g.
#NYCTLF
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

13. @JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA
TwiAer
• Your @ Name:_______________
keep as short as possible and distinct; can be
your name or other combo of letters / numbers
• Your photo / avatar:__________
Full face photo recommended though you
may wish to use your company logo / art
image
• Instagram Bio:
your bio must be 150 characters or fewer
______________________________
______________________________
______________________________
______________________________
______________________________
__________
• Your #hashtag highly recommended
______________________________
______________________________
Instagram
• Your @ Name:____________ highly
recommend you have same twitter and
Instagram @ names
• Your photo / avatar:__________
Full face photo recommended though you
may wish to use your company logo / art
image
• Instagram Bio:
your bio must be 150 characters or fewer
______________________________
______________________________
______________________________
______________________________
______________________________
__________
• Your #hashtags highly recommended
______________________________
______________________________
Name:________________________
Secng
up
your
TwiXer
and
Instagram

14. CreaCng
a
‘tweet’
and
Instagram
post
TwiAer
• Your message:
keep to less than 140 characters so
there is room for others to ‘retweet’
__________________________
__________________________
__________________________
__________________________
__________________________
__________________________
• Image / website link to
include:
__________________
• Include your #hashtag
highly recommended so others can
find and follow your conversation
topic
__________________________
__________________________
________
Instagram
• Your photo / art you are
sharing:
• Note: the image you post will be
square. You will be able to
position it before publishing to
Instagram
• Your message: can be more
than 140 characters including
hashtags. Upper limit is ?
______________________________
______________________________
______________________________
______________________________
______________________________
__________
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA
Name:________________________

15. Storify:
collect
your
tweets,
photos,
texts
hXp://Storify.com
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA
hXps://storify.com/joycemsullivan/nyctlf-­‐new-­‐york-­‐community-­‐trust-­‐leadership-­‐fellows
Read
about
the
conversaCon
from
our
November
13,
2015
class
on
Social
Media
Strategy
here
>

16. Capture
the
real
Cme
social
media
conversaCon
using
a
hashtag,
for
our
class:
#NYTCLF
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

17. Infographics
An
Infographic
is
-­‐>
quick
way
to
introduce
a
subject
-­‐>
with
graphic
visual
representaCon
-­‐ >
well
organized
data,
info
or
knowledge
-­‐ >
quickly
and
clearly
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

18. What Makes a Good Infographic?
Visual Storytelling
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

19. Create Your Own Infographics
Free Sites
hXps://infogr.am/
hXp://piktochart.com/
hXp://www.venngage.com/
hXp://www.easel.ly/
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

20. Create Your Own Infographics
Piktochart
hXps://www.youtube.com/watch?v=SzI9RzvnwZA
hXp://piktochart.com/
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

21. Create Your Own Infographics
Easelly
hXp://www.easel.ly/
hXps://vimeo.com/37781587
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

22. Create Your Own Infographics
Venngage
hXp://www.venngage.com/
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

23. Create Your Own Infographics
Infogr.am
hXps://infogr.am/
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

24. Create Your Own Infographics
Free Sites
hXps://infogr.am/
hXp://piktochart.com/
hXp://www.venngage.com/
hXp://www.easel.ly/
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

25. hXps://www.youtube.com/watch?v=1npHLVuyviE
hXp://bit.ly/1T2xRDQ
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA
Share
your
message
and
mission
through
use
of
online
media:
Live
Streaming,
YouTube
recordings,
Hashtag
ConversaCons
Go
where
your
audience
already
is!

26. hXps://www.youtube.com/watch?v=1npHLVuyviE
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA
Use
of
hashtag
to
bring
together
class
cohort
for
unified
conversaCon

27. RECAP –
Answer these Five Questions
before you begin your social media program:
① Brand
② Message
③ Audience
④ Tool
⑤ Journey
① Who
are
you?
② What
do
you
have
to
say?
③ Who
are
you
trying
to
reach
④ How
do
they
want
to
be
reached?
⑤ Once
you
connect,
what’s
your
plan?
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

28. The
5
ques'ons℠-­‐
with
your
answers
1.
Who
are
you?
2.
What
do
you
have
to
say?
3.
Who
are
you
trying
to
reach?
4.
How
do
they
WANT
to
be
reached?
5.
Once
you
are
ready
to
connect,
then
what?
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA

29. Social
Media
Strategy
Branding
Programs
o
Branding
–
personal
and
professional
o
Project
Plan
and
Digital
Profiles
Launches
o Social
media
training
and
staff
development
o Keynote
speaker
for
company
events
and
industry
conferences
Visit
us
>
SocMediaFin.com
@JoyceMSullivan
hXps://youtu.be/1npHLVuyviE

30. Thank you! Please keep in touch.
Let me know how I can help.
~ Joyce
Email:
Joyce@SocMediaFin.com
LinkedIn:
hXp://linkedin.com/in/joycemsullivan
TwiXer:
@JoyceMSullivan
@SocMediaFin
@ProfJoyceSull
Instagram:
@JoyceMSullivan
hXp://instagram.com/joycemsullivan
Slideshare:
hXp://www.slideshare.net/joycemsullivan
About.Me
hXp://about.me/joycemsullivan
@JoyceMSullivan

31. Social
Media
Strategy
What
you
need
to
get
started
or
update
your
approach
Joyce
Sullivan
Founder
and
CEO,
SocMediaFin,
Inc.
Adjunct
Professor
Baruch
College
School
of
Public
AdministraCon
@JoyceMSullivan
@ProfJoyceSull
#NYCTLF
@TrustFellows
@BaruchSPA
Nov
13,
2015