engaging and expanding your audience
DESCRIPTION
Social networks are not new, but transporting them online can be uncomfortable at first. Find out how to engage people who care about your issues in a professional way, build vibrant online communities, and avoid online stumbling blocks. Facebook and Blogging best practices are also covered. One of Four presentations given during the Asian Pacific Policy and Planning Councils "Not Your Momma's New Media Training"TRANSCRIPT
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