2. @miktacular
HOW DO I SOCIAL?
Mikhaila Skehor, @miktacular
Account Manager at @kickpointinc
• Gif sommelier
• Newsletter writer extraordinaire
• Person to Lemons the Corgi
3. @miktacular
HOW DO I SOCIAL?
1. Branding Across Platforms
2. Finding Your Audience
3. Resources
4. Content
5. Reporting
5. @miktacular
BRAND VOICE
• Your Brand Voice can be summed up by the
question: If your company were a person, what
would they say?
• Brand Voice is the overarching tone of all
company communications (hopefully) – from
the way the phone is answered to every
response to a complaint
• Brand Voice provides consistency and a feeling
that you’re speaking to the company, rather
than an individual who works for said company
• Allows others to take over as needed
12. @miktacular
FINDING YOUR AUDIENCE
• Average age of customers will have an
influence on networks you use
• Most typical for businesses: Twitter and
Facebook (#yeg is very tweety)
• Search competitors, relevant (only
relevant) hashtags, ask your customers
what they’d like to see from you in
terms of social
15. @miktacular
FINDING YOUR AUDIENCE
• Personas are descriptions of different
people in your audience
• They help personalize the posts you
write so you’re not trying to appeal to all
audience members at all times
16. @miktacular
FINDING YOUR AUDIENCE
Allison – Professional Meeting Planner
Allison is a young meeting planner who has connections
with almost every major venue in her city, and across
Canada. Allison knows that most conference centers can put
together a decent event, but she wants to see venues that
can go above and beyond to really delight her clients. Allison
attends industry trade shows and conferences to meet venue
representatives, and while she does take a quick glance at
emails and other promotional materials she receives,
Allison pays more attention to what these venues are doing
on social media. Monitoring the social profiles of the venues
that Allison works with allows her an unedited view as to
how the companies treat their guests.
20. @miktacular
RESOURCES
• Who will be dictating content for each
network? Who will be posting?
• Will someone be available to take over on
sick/vacation days?
• Are you spreading yourself (or your
employee) too thin by taking on more social
networks than you can handle?
• Posting great content on one or two
networks is better than subpar content on
five networks
21. @miktacular
DON’T RUN BEFORE YOU CAN WALK
• Don’t join every network just because it’s
there
• Consider your time, goals, resources, and
audience
• Instagram is very visual, Twitter requires a
response right away, etc
• An unanswered comment or complaint on
your page makes you seem like you don’t
care or worse, that no one is monitoring the
page
24. @miktacular
POSTING: BUFFER
• Buffer allows you to schedule posts in
advance
• Use a tool like Followerwonk to
determine when your Twitter followers
are active and base your schedule around
that
• Provides some basic analytics
29. @miktacular
WHAT NOT TO POST
• Emoticons
• #hashtag #abuse (only use relevant
hashtags, and use them sparingly)
• Facebook has been trying to make
hashtags happen since 2013 (they’re not
going to happen)
30. @miktacular
DON’T FEED THE TROLLS, BUT
DON’T IGNORE THEM EITHER
• Trolls often don’t want a resolution to their
problem; they’d prefer to scream from their
personal internet mountaintop about how
horrible you are than come to a
compromise
• Making the effort to show that you’ve at
least attempted to fix the problem goes
miles with current and future customers
• Respond but attempt to take it offline
immediately
32. @miktacular
FACEBOOK: SPONSOR, DON’T
BOOST
• Facebook organic reach is way down
(practically zero if you don’t have an
already engaged audience)
• The best way to advertise is by
sponsoring a post, not boosting
35. @miktacular
• Use options in Ad Manager to sponsor a
post for more specific targeting instead
• Boosting doesn’t provide a small enough
audience for an impact
• Ensure you know what you want to get
out of sponsoring a post before you set up
targeting
FACEBOOK: SPONSOR, DON’T
BOOST
40. @miktacular
REPORTING
• How do you know your ROI?
• What was your goal for getting on social
in the first place?
• Building likes doesn’t really do
anything, have to engage, especially if
you want people to see your content
organically (i.e. WestJet Christmas
Videos)
41. @miktacular
REPORTING
• Use FB ad manager to see stats
• Analytics in Buffer for Twitter
• Iconosquare for Instagram
• Goals in Google Analytics
43. @miktacular
SUMMARY
• Have a brand voice
• Identify personas
• Don’t bite off more than you can chew
• Don’t autopost – I will find you
• Take great photos for your updates
• Sponsor, DON’T boost
44. @miktacular
REFERENCE
• Canva
• Buffer
• Hootsuite for Twitter (not Facebook)
• RivalIQ for competitor monitoring and
social reporting
• Followerwonk for Twitter analysis
• Facebook text-checker
• Iconosquare
• How to take great pictures on your iPhone
Notas do Editor
Talking to someone who works at air Canada rather than air canada