social = success: using social media to build relationships and reach goals
TRANSCRIPT
Social = SuccessUsing social media to build relationships and reach goals
Dr. Corie M. MartinWestern Kentucky University@coriemartin
Welcome! Thanks for coming.
FUNDAMENTALS• Six Strategies for Social
Success• Media Breakdown
APPLICATIONS• Tools You Can Use!
Six Strategies for Social Success
1. CONTENT◉ Compelling, relevant, shareable◉ Clickable, interesting headlines◉ Offer call-to-action, incentive◉ Visual◉ SOCIAL – invite a dialogue
2. TIMLINESS◉ Know your audience – time of day◉ Relevance – timing of post (seasonal)◉ When can you respond?
3. FREQUENCY◉ Do you have time?◉ Time of day for posts, responses◉ Conversation engagement◉ Topic relevance / sentiment◉ Audience demand
4. LISTEN◉ What are people saying about
you/industry?◉ Are they talking to you? (Questions)◉ Can you contribute to the
conversation?◉ What value can you add?◉ Customer service issues?◉ Pockets in the market?
5. RESPOND◉ Make a plan based on what you hear◉ Answer questions◉ Address issues / Meet demands◉ Apologize and offer thanks publicly◉ Use your voice to establish your
position◉ AVOID CONFRONTATION
6. TAKE ACTION◉ Make changes / grow◉ Acknowledge your customers◉ Fix customer service issues◉ FOLLOW UP
Increase Followers & Engagement
Time and Effort◉ Each channel is different◉ Know your audience◉ Provide value◉ Follow back◉ Build relationships◉ Measure and analyze
Content & Conversation◉ How can you contribute and add value?
◉ Use listening tools to Listen, Respond, Take Action
Event PromotionCreating a strategy and effectively
promoting your organization/department’s event
Make a Plan & Follow Through◉ Meet with your team to create a promotion
strategy
◉ Plan posts (& graphics) several months out
◉ Collaborate with others in the community
Scheduling Posts
◉ Scheduling posts in advance allows small teams to effectively manage social media accounts.
◉ Hootsuite, Tweetdeck, & Sprout Social, Facebook Pages Manager App
Tools You Can Use!
Facebook Pages Manager
◉ Great resource for managing Facebook Pages from your smartphone.
◉ Schedule Posts, Check Insights, respond to Messages, etc.
Reactions on Facebook
◉ Users “React” to posts from your Page, instead of just Liking posts
◉ Page Managers will be able to see these Reactions in their Insights
◉ Reactions have the same impact on ad delivery as likes
Switching Accounts on Instagram
◉ Manage multiple Instagram accounts without logging out of others.
◉ Change accounts through menu in top left of profile or bottom right icon anywhere in the app.
Twitter Listening Tools
◉ Manage multiple Twitter accounts without logging out of others.
◉ Analytic reports
◉ Keyword searches - manage sentiment- identify customer service issues
Facebook 101Four quick tips to boost engagement and market your department/organization on
Why Facebook?◉ #1 Social Media ◉ Best for conversation◉ Wide demographic range◉ Versatile
Great for 30+ demographic
1. USE PHOTOS!
Use images to promote products, services, events
2. CROWDSOURCELet your users do the work!
3. ENGAGE!
Invite conversation
Say Thanks!
4. PROMOTE
Twitter 101Five quick tips to boost engagement and market your department/organization on
Why Twitter?◉Wide demographic range◉Quick news on the go◉But…messages are lost easily
Tweets using photos or video are 4x more likely to receive clicks.
Mind the headline: KISS, but leave them wanting to learn more!
1. Define Your Voice & Set Goals
◉Keep things light & positive◉Have a clearly identifiable goal or
purpose◉Set long-term goals & utilize analytics
Know your audience: At WKU: students, alumni, parents, news media, community leaders, etc. Who do you want to communicate with?
Listento what your audience is talking about using social listening tools like Sprout Social, Tweetdeck, or Hoosuite. Search keywords and phrases related to your department/organization.
2. Listen to Your Audience & Interact
Interactwith your users by favoriting their Tweets, Retweeting their praise, and replying to their questions & comments. Use discretion when replying; don’t respond to inflammatory remarks.
3. Adopt a Customer Service ApproachCreatepositive moments for users who are promoting you—retweets and mentions are a great way to do this.
Solveproblems for users who Tweet complaints. Know the difference between inflammatory posts & constructive criticism.
Respondas quickly as you can. Twitter is fast-paced & its users are looking for quick response. Set up alerts & intergrate platform monitoring into your workflow.
Always offer customer service and address user needs, but know when to take a serious conversation (or a conversation that may violate FERPA) offline.
4. Use Hashtags Strategically
Checkyour hashtag before you use it. Search Twitter to see if other accounts have already implemented it.
Createa smart, short hashtag that others will want to use. Unsure of what will work? Contact Web Services! We’re happy to help.
Usethe institutional hashtags #WKU & #WKUEvents to capitalize on the large audience that is already there.
5. Make the Most of Your Content
VisualsIncrease the engagement potential of a post by 400%. Use graphics and images often.
Repostcontent using a few different headlines. Users will tune out the exact same message.
Other Media
Youth market; Photos; Comments
Oldest and most frequently used social media
Getting Started
Steps for Success
◉ Make a plan◉ Social presence should be an extension◉ Your vision / mission should be evident◉ Commit
Trade Secrets
TRADE SECRETS
◉ It is easier than you think◉ It doesn’t have to cost a ton (if
anything)◉ You are the expert◉ There is no magic formula◉ You don’t have to be everywhere◉ Impressions are not as valuable as you
think
