Social Media Management How to effectively implement social marketing strategies online

Walsh|Sheppard •  Full-service advertising/marketing agency •  Headquartered in Anchorage •  Founded in 1985 •  Extensive experience developing communications intended for urban and

rural Alaskans •  History of developing and implementing social marketing campaigns aimed

at changing health behavior among Alaskans

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Social Marketing

• Different than social media • Using marketing to change perceptions, behavior, and social

norms • 10-step process • Uses a variety of mediums depending on audiences

•  Traditional: print, radio, and TV •  Digital: YouTube, apps, social media

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Popular Social Media Platforms

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Why Social Media?

Close to half the world’s population (3.03 billion people) are on some type of social media.

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Using Social Media

•  Identify your agency’s goals •  Public education to shift attitudes and eliminate violence •  Spread awareness •  Connecting people to resources •  Events/webinars •  Engage clients, volunteers, and the community

•  DO NOT Solicit information about abuse and conduct counseling/client advocacy online (PCADV/PCAR)

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Pros/Cons of Using Social Media

Pros ü Wide reach/exposure ü Could go viral ü Reaches specific audiences ü Cost effective ü Builds authentic relationship ü Induces brand loyalty

Cons ü Time intensive ü Could go viral ü Security/confidentiality ü Requires strict guidelines to

prevent damage to brand ü Unwanted behavior on site ü Potential for negative

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Best Practices

• Frequency of postings •  Expectation that posts will be regular, timely, and worth reading •  General rule is once a day

• Tone • Graphics

•  Statistics •  Do not post photos of victims without permission

• How to respond to comments/feedback •  Negative and positive feedback •  What is appropriate •  Disabling or requiring approval for comments to be posted

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Things to Consider

• Capacity = time + staff • Roles and responsibilities • Policy/process in place

•  Appropriate use by staff •  Confidentiality •  Security •  Agency reputation

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Things to Consider

• Subject matter •  Trigger material •  Sensitive topic

• Which channel is most appropriate for the audience? •  Facebook •  Twitter •  Instagram •  Snapchat

• Collaboration •  Achieve more by aligning messaging

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Evaluating Your Social Media Work

• Analytics allow you to track your agency’s social media efforts •  FB Insights •  Tweetreach •  Twitter Analytics •  Google Analytics

• Evaluate/modify/implement

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Schedule of Campaigns

Nov-Dec Jan-March April-June July-Sep

•  Domestic Violence Awareness Month

•  Teen Dating Violence Awareness Month

•  Sexual Assault Awareness Month

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How Can We Help?

• Monthly/quarterly webinars to go over social media • Newsletter • Contribute to posting schedule • Create #s or @s

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Thank you! Contact Us: kelby@walshsheppard.com amy@walshsheppard.com 907-338-3567