HOW TO MANAGE SOCIAL MEDIA

!!

#iamthepower @WEFOUNDorg

ABOUT ME

• Small business & startup background

• Trial and (lots of) error

• SM for curious souls

• Social Media takes time

• @smonicats

• Questions: #iamthepower

HOW TO MANAGE SOCIAL MEDIA

• Strategy and Setup

• Planning and Analysis

• Create a Social Experience

• Tools for Social Media Management

• Rules of engagement

SOCIAL MEDIA NEEDS A STRATEGY

• Essential both if you manage or you delegate

• Piece of paper / sheet

• Know your audience: do you gather enough information?

• What's your story, mission, topics of expertise?

• Each project calls for a different setup

• Website, Blog, Newsletter & SM channels must be aligned

SOCIAL MEDIA NEEDS A STRATEGY

• Take a realistic look around:

• Which channels are relevant? How many can you handle?

• How often can you update?

• What are your goals?

• Set targets over time

• Language and tone

• Hootsuite, Buffer, Feedly, Swayy, SproutSocial are your friends.

• So many options! How to choose among them?

• Facebook & EdgeRank

• Twitter, Google+

• Instagram, Youtube, Pinterest

• Linkedin, Blog, Newsletter

• Niche networks

PLANNING & ANALYSIS• With all that information:

• Create and optimize your channels

• Pick good usernames

• Work on the description texts and links

• Create a content plan: less (with better quality) is more

• Schedule as much as possible, add spontaneous on top

• Pay attention to copy, headlines and repeated content

fb.com/username

PLANNING & ANALYSIS

• Look into each channels analytics:

• Which numbers are relevant to you?

• Note down those numbers

• Focus on what is working for you

• Test and re-work

• See FB, Twitter, Google Analytics, SocialBro, Bit.ly, Buffer Analytics.

PLANNING & ANALYSIS

• FB analytics: fb.com/username?sk=insights

• Twitter analytics: ads.twitter.com

• Google Analytics: Acquisition > Social

• Buffer Analytics: paid service

CREATE A SOCIAL EXPERIENCE

• Make sure your project provides a social experience:

• Are there social buttons in your website, app, newsletter?

• Sharing buttons of content come with text and mention?

• Is it easy to share, also on mobile?

• Track your mentions (see Mention, Desk) and engage in conversations

RULES OF ENGAGEMENT

• Be polite, ALWAYS.

• Don't erase negative comments.

• Act as everyone is watching, because they are. It's all about perception.

• When in trouble, bring things to private channels.

• Brands get into shitstorms, individuals stop them.

RULES OF ENGAGEMENT• Pre-launch Do's

• Setting up: less is more

• No signals & reactions: be patient

• Rely on transparency and storytelling

• Start the conversation: people are shy

• Be ready for change

• See Launchrock

RULES OF ENGAGEMENT

• After launch Do's

• Fixing and adding up

• Turn around dynamics

• Personalize communications

• Surprise with details

RULES OF ENGAGEMENT

Always Do's:

• Transmit & promote the values of the company

• Define on/offline & private/public communication channels

• Identify use cases and showcase them. Talk about your team, customer, stories around your project.

• Listen, answer, monitor, engage, amplify, time your interventions

RULES OF ENGAGEMENTAlways Don'ts:

• Don't panic & just pay to get reactions

• Don't Rely ONLY on Social Media

• Make changes without tracking

• Listen to the loudest users without double checking data

• Choose quantity over quality

RULES OF ENGAGEMENT

• The difficult long road:

• Maintain, scale and crowdsource

• Automatize as much as you can (see IFTTT)

• Measure and track the quality KPIs and user behavior

• Localise your SM

USEFUL TOOLS LIST• Launchrock

• Mailchimp

• Mention / Alert.io

• Buffer

• Desk

• Bitly

• Unbounce

• Hootsuite

• SocialBro

• Feedly

• IFTTT

• Trello

• Pocket

• SproutSocial

• Asana

• Droplr

• Swayy

• Addvocate

• SocialOomph

• Evernote

• Skitch

RESOURCES

• Get the slides

• Links to the tools

• Read related articles

Scan the code or check this link: bit.ly/webinarSM

QUESTIONS

• Tweet #iamthepower

• Leave a comment

• If your question is not answered, click the bit.ly/webinarSM

• You can tweet me questions to @smonicats

Scan the code or check this link: bit.ly/webinarSM

HOW TO MANAGE SOCIAL MEDIA

!!

#iamthepower @WEFOUNDorg