engaging and expanding your audience

Engaging and Expanding Engaging and Expanding Your AudienceYour Audience

Social Networks Social Networks Are Not NewAre Not New

MotivationMotivation

Know your goals.

Envision how Social Media will improve your relationship with members and/or clients

Engagement

Engagement is more important than the number of fans you have

Invite your fans and make them feel welcome

Make it fun!

It’s It’s SOCIALSOCIAL Media MediaPretend you are at a dinner party

Inviting Guests To The PartyInviting Guests To The Party

Form alliances with organizations that reach the same audience

Send introductory messages

Thank your followers

Become fans of other Facebook pages

Look for groups using key words

Selectively approaching other communities

Use intensive outreach

How to Find People Who CareHow to Find People Who Care

Use Key WordsUse Key Words

DiscourseDiscourse

Moderate and enter into conversation

Start conversations with questions

Use provocative

statements

Be a Good Host: SupportBe a Good Host: Support

Interact and respond

Do not ignore your guests

Encourage, recognize, and inspire

Build Your Online Community

Relevant ProfilesRelevant ProfilesFriend or fan. Post. Comment. Like. Wall.

Tweet. @ Reply. Retweet. Hashtag. Handle.

Connection. Groups. Professional network.

Content. Tags. Playlists. Channels.

Know Your Market

ActivityActivity

Research. Research. Research.

Demographics, geographic location, age group, and interests

AuthenticityAuthenticity

Build your audience’s trust

Become an authority figure

Open up dialogue

ConsistencyConsistency

Maintain your profiles every day

Use the same language and terminology across the board

Establish your own language

Decide on a tone and stick with it

MaintenanceMaintenance

Share content on a daily basis

Share partner content with your community

Monitor pages for inappropriate content

Follow UpFollow Up

Answer questions as soon as possible

Respond to all comments

Be there for your community

Chit ChatChit Chat

Use the 5:1 Ratio

For every 5 content posts you do, ask a question

Doesn’t have to be on topic or serious

DistinctionDistinction

Don’t be afraid to experiment

Find out what your audience likes

Test and learn what works best on your profile

ShareShare

With friends

With Coworkers

With Industry

FollowFollow

Actually use your Twitter feed and other profiles.

Subscribe to your favorite sources

Keep the little people in mind

Facebook Best PracticesFacebook Best Practices

Facebook Best Practices Facebook Best Practices

Don’t ask:

“How am I going to monetize this?”

$$$$$

Instead think ---

“How am I going to make this a fun place to hang out”

and

“I always get such good information here”

QuotationsQuotations

True or FalseTrue or False

This or that?This or that?

ExtrasExtras

“Fan of the Month” shout-out

Ask fans to introduce themselves once a month - Where are you from? What do you care about? Can we help you with anything?

“Post Your URL Day” – encourage fans to share their sites and blogs

Your Fan page should

be an experience!

Web + Log = Blog

What is a Blog?

A short post that informs your audience on a particular subject

What is a good blog entry?What is a good blog entry?

Each post should be quick and easy to digest

Use titles effectively

Use pictures

What is a good blog entry?What is a good blog entry?

Lists

Photos

Commentary

Where do you find content?Where do you find content?

Everywhere…it’s the Internet!

Don’t be afraid to “steal.”

The Huffington Post has built an entire site on news aggregation

Aggregation Aggregation

Keep UPKeep UP

Install RSS feeds, sign up for newsletters

Google alerts

Google Reader

Real Simple SyndicationReal Simple Syndication

Google ReaderGoogle Reader

Screenshot of a Google Reader

Cream Rises To The Top

Over 30 million pieces of content are shared every month on Facebook

Vary your content format each day

What do you like to share? Put yourself in your fans' shoes.

ScheduleSchedule

Use Cotweet

Time tweets to go out overnight

Keep in mind night owls and fans in other countries

Legalities and Other Legalities and Other ConcernsConcerns

Dealing with Transparency Dealing with Transparency and Mistakesand Mistakes

Take responsibility and be responsible

Apologize, don’t delete

Always give people credit

It’s OK for your audience to know you’re human

ProtectionProtection

Be mindful of your posts

Don’t tell secrets

Respect copyright laws

Respect your audience and your coworkers

We all make mistakes…We all make mistakes…

Own up to it

Correct it quickly

Deal with consequences

OopsOops

All Apologies All Apologies

Re Egypt tweet: we weren’t intending to make light of a serious situation. We understand the sensitivity of this historic moment -KC,”

Division of LaborDivision of Labor

Content ambassadors

Robust content calendar

Digital engagement can be 1% of 100 people’s role, not 100% of 1 person’s role

Employee use as a positive image

PrivacyPrivacy

Don’t be afraid of Facebook!

Don’t give your Credit Card Number or Social Security

Use common sense

Here to stayHere to stay

It’s not a fad.

Adapt!

Understand online behavior first, and the technology will come with practice.

RecapRecap

Social Networks are not New

It's Social Media

RecapRecap

Build Your Online Community

Through: Activity, Authenticity, Consistency, Maintenance, Distinction, Sharing, and Following

RecapRecap

Facebook Best

Practices

Blogging Best Practices

RecapRecap

Legalities and

Other Troubles