flying solo: the one-person communications department
DESCRIPTION
In work, as in life, sometimes you have to go it alone. It’s not easy, but it can be done. April Finnen and Amanda Changuris have learned a thing or two the hard way about doing marketing and communications alone, these are the slides shared during their 75-minute webinar from the Mayo Clinic Center for Social Media, Astute Solutions and Ragan Communications.TRANSCRIPT
Flying SoloEffective Strategies for a
One-Person Communications Department
April Finnen - @AprilFinAmanda Changuris - @AmandaChanguris
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Managing Yourself
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The Press Release Talk• Don’t just say OK• Ask why• What are the
goals?• … then propose
better alternatives
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What have you done for me lately?
• Report regularly• High-level• “Buckets”• Metrics
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Measure Everything!• Don’t overthink it• Spreadsheets work• Think about your data• What are the numbers
telling you?
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What do you think we should do?
• Problem• 2+ solutions• Pros/cons• Your recommendation
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Don’t Repeat Mistakes
• Fix it… everywhere• Remember it• Write it down• Share the list
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“Sure, I can do that.”• Don’t overpromise• Know your constraints• Set expectations
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Make a List• Don’t check it twice*• Life happens• Check in
*with your boss
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Never Stop Learning• Associations• Training• Industry news• How-tos / trends• Peers• Be a kid again:
“Why?”
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The Successful Social Media
Soloist
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Notifications & Monitoring• Invest in a paid tool– Argyle Social• Everything in one place• Key word searches• Email notifications for flagged items• Basic analytics
– HootSuite Enterprise– Spredfast, Falcon Social, Shoutlet, Percolate– Radian6
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Notifications & Monitoring• Use the free tools, too– Platform Notifications– Google Alerts– Talkwalker– Hyper Alerts– Nutshell Mail
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Automation• Impersonal, but practical– Sharing blog posts to Facebook,
Twitter, etc.– Sharing an e-newsletter to Twitter
via MailChimp– Scheduling content to spread it out
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Analytics
• Always be ready to show your work– Conversions (be creative)– Relationship-building• Clicks• Comments• Tweets• Likes
– Email open rates, clicks
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Content Generation• Gather ideas– Follow your peers on Twitter– Subscribe to industry updates– Use HARO– Keep it all organized
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Content Generation• Time management– Check on streams when task shifting– Schedule time to write
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Content Generation• Repurpose your content– Press release blog post– Blog post e-newsletter– YouTube blog post e-newsletter
(and on your website, of course)
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Content Generation• Recruit help– Guest blog posts, tweets, etc.– Ask for ideas– Make it easy for others
to contribute
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Content Generation• Use an editorial calendar• Think ahead• Establish a strategy and stick with what works• Start here: http://bit.ly/SMEditorial
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Solo, but Mighty• Solve problems• Share your successes• Ask why, and what if
• Set up layered notifications• Get comfortable with analytics• Establish a content generation strategy
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