social media success - niqcaniqca.org/documents/truventissocialmedianiqca... · 2019-10-24 ·...

Social Media Success

Copyright © 2012 Truventis LLC �

Social Success

-  Who is it you want to reach and why? -  Define all your core audiences

-  What is the key message? -  How do people think about you? -  Where can we tell this story?


Why Social Media


Facebook

Content is Critical for EdgeRank

22.7% of time spent online


Facebook

-  Photos are most important

-  Video is 2nd to photos

-  Evening & weekend posts

-  Women more engaged

Ads:

-  Direct call to action

-  Change often

-  Experiment (with photo too)

-  Precise Interest & Mobile

-  Competitive Advertising

48% access on mobile


Facebook Moms

Moms on Facebook are a highly active demographic.

•  Check in daily •  More likely to view Facebook as important •  Engage with brands •  Own a smart phone •  42% made a purchase •  Like to influence •  Surprise? Sports equipment


Pinterest

Bookmarklet system for adding items to pinboard

Most boards by subject

Over 80% women

Commenting and following for socializing features

Driving more traffic than Facebook & Twitter


Twitter

@truventis

  Twitter/Settings/Design   Move & Scale Image   Smaller than 640 poor

Coming: target users based on topics and words in their Tweets and who they are following.

Twitter can now filter for 350 specific interests in 25 categories that can be used for advertising.


Using LinkedIn:

•  No. 1 recruiting tool •  Photos are critical •  Strong search engine linkage •  Connections matter •  Use limited apps •  Twitter feed has been taken out •  Join targeted groups •  Direct call to action, link to site

LinkedIn


LinkedIn Changes


YouTube & Vimeo

Pagano Media


Mobile Web

- Click thru rate goes up closer to site

-  Travel & restaurants

-  Search is critical

-  Mobile ads are weak

-  Text messages get most response

-  Opt in “geofencing”

-  E-mail marketing


Blog

•  Make it visual

•  Use photos & video

•  Integrate into website

•  Use keywords

•  Tie in to current events

•  Promote in e-mail

•  LinkedIn groups

•  Cross link blog entries

•  Invite employees, authors

•  Community newspaper blogs


Creating an editorial calendar helps prevent mistakes and rushed postings that cause problems:

  Build a skeleton for the year using the program calendar   Aim it at your core audience (clients, donors, etc.)   Fill in details as events get closer   Think in terms of both photos and video   Consider changing the profile photo for special events   Morning posts are effective; 12:15 – 1:45 “magic hour”   Weekends can also be highly effective   Significant increase in access from mobile; brevity is better

Editorial Calendar


Social Media Risks

Over 42% of organizations have disciplined an employee:   Adverse posting by employees

  Venting about work; privacy settings not set, set low, or friends include co-workers   Most problems occur on Facebook and Twitter – humor and co-workers   Harassment other employees, IP or confidentiality risk, reduction in workforce morale

  Complaints from clients   Including customers posting information that should be kept confidential

  Data Capture and Management   Manage, schedule, and measure data across multiple platforms   Ability to capture and archive data, locate as needed for future use


Employee Policy

A published document is critical to demonstrating you have an established policy in place.

However, the policy cannot be overly broad:

•  Set priorities for critical policy outcomes

•  Be specific in any restraints offered in the policy

•  Confidentiality

•  Customer information

•  Intellectual property

Employers cannot prohibit discussion of terms and conditions of employment on social media or the Internet in general.

social media success - niqcaniqca.org/documents/truventissocialmedianiqca... · 2019-10-24 ·...

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