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3/25/2019
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Using Social Media to Engage & Educate Stakeholders
Jeff Pabst, MBA, CRCEducation & Outreach Coordinator
Jeff Pabst, MBA, CRCEducation & Outreach CoordinatorMissouri Local Government Employees Retirement System
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Socialnomics
• Facebook has more users than China has citizens
• 53% of Millennials would rather lose their sense of smell than lose their technology
• 93% of buying decisions are influenced by social media
• Video accounts for more than 2/3 of mobile usage
Socialnomics
• Our attention spans are shrinking– Goldfish: 8 seconds– Humans: 7 seconds
• More people own a mobile device than a toothbrush
• Largest growing demographic on Twitter is grandparents #seniorsrock
• 2 people join LinkedIn every second
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So, you have a social media presence…now what?
What are you trying to accomplish?
Strategic Content Statement:
Use social media and blog to drive people to our web site and to external content that supports our business objectives.
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So, you have a social media presence…now what?
Do you have a process in place?
Developing Your Plan
• Identify your Audiences– Members– Employers– Taxpayers– Legislators– Local Policy Makers– Reporters
• Create Personas – Who are you talking to?
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So, you have a social media presence…now what?
Who is listening to your social media
channels?
LAGERS Audience
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Developing Your Plan
• Set Goals– The Purpose of our Facebook page is ____– The Purpose of our Blog is _____
• Set Rules– Who is allowed to post?– Who is responsible to review all posts?– What types of content are off limits?– How often will we post?
Developing Your Plan
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Posting Tips
• News about your organization• Educational Information
– Some related, some not.– Includes, blog posts, video, infographics, pictures
• Tell your members’ Events• Share articles, research, blogs relevant to
your organization• Live Posts
– Photos & Live video from events
Posting Tips
80/20 RuleAccording to Content Marketing Institute, 80% of your posts should NOT be directly related to or promoting your organization.
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Posting Tips:Educating Your Taxpayers
Posting Tips:Educating Your Taxpayers
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Posting Tips: BloggingEducating Your Taxpayers
Posting Tips:Be IN the Moment
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Posting Tips:Share Your Members Stories
Posting Tips:And YES, it’s OK to be Funny
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What if someone posts a negative comment?
• What a great opportunity to respond positively!
• Vulgar or other inappropriate comments should be deleted immediately
Putting Your Plan Into Action
• Create a simple Editorial Calendar– Helps to organize ideas, posts, themes– Ensures regular, consistent posting
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Use Free Tools!
Use Free Tools!
Free tools can help to archive social media posts, comments, conversations
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Reviewing Your Plan
• Use Analytics
Reviewing Your Plan
• Use Analytics
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How to Increase Followers
• Follow other similar organizations and reporters
• Promote social media sites – Email Signatures– Web Site – Home Page– Printed Publications– Speaking Engagements– Like / Follow / Share Ads
• Moving in this direction
Do we need a social media policy?
• For external users policy should include– What users can expect– When/how you will respond to messages– Types of comments that are not allowed
and will be removed– When someone will be banned from site
• May also want internal staff policy
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Takeaways
• Social Media can be a great way to get information out and to engage stakeholders
• Have a plan & commit to it• Use free tools to help you
– But be willing to put resources behind it to be fully successful
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