Social = Success: Using social media to build relationships and reach goals

Social = SuccessUsing social media to build relationships and reach goals

Dr. Corie M. MartinWestern Kentucky University@coriemartin

Welcome! Thanks for coming.

FUNDAMENTALS• Six Strategies for Social

Success• Media Breakdown

APPLICATIONS• Tools You Can Use!

Six Strategies for Social Success

1. CONTENT◉ Compelling, relevant, shareable◉ Clickable, interesting headlines◉ Offer call-to-action, incentive◉ Visual◉ SOCIAL – invite a dialogue

2. TIMLINESS◉ Know your audience – time of day◉ Relevance – timing of post (seasonal)◉ When can you respond?

3. FREQUENCY◉ Do you have time?◉ Time of day for posts, responses◉ Conversation engagement◉ Topic relevance / sentiment◉ Audience demand

4. LISTEN◉ What are people saying about

you/industry?◉ Are they talking to you? (Questions)◉ Can you contribute to the

conversation?◉ What value can you add?◉ Customer service issues?◉ Pockets in the market?

5. RESPOND◉ Make a plan based on what you hear◉ Answer questions◉ Address issues / Meet demands◉ Apologize and offer thanks publicly◉ Use your voice to establish your

position◉ AVOID CONFRONTATION

6. TAKE ACTION◉ Make changes / grow◉ Acknowledge your customers◉ Fix customer service issues◉ FOLLOW UP

Increase Followers & Engagement

Time and Effort◉ Each channel is different◉ Know your audience◉ Provide value◉ Follow back◉ Build relationships◉ Measure and analyze

Content & Conversation◉ How can you contribute and add value?

◉ Use listening tools to Listen, Respond, Take Action

Event PromotionCreating a strategy and effectively

promoting your organization/department’s event

Make a Plan & Follow Through◉ Meet with your team to create a promotion

strategy

◉ Plan posts (& graphics) several months out

◉ Collaborate with others in the community

Scheduling Posts

◉ Scheduling posts in advance allows small teams to effectively manage social media accounts.

◉ Hootsuite, Tweetdeck, & Sprout Social, Facebook Pages Manager App

Tools You Can Use!

Facebook Pages Manager

◉ Great resource for managing Facebook Pages from your smartphone.

◉ Schedule Posts, Check Insights, respond to Messages, etc.

Reactions on Facebook

◉ Users “React” to posts from your Page, instead of just Liking posts

◉ Page Managers will be able to see these Reactions in their Insights

◉ Reactions have the same impact on ad delivery as likes

Switching Accounts on Instagram

◉ Manage multiple Instagram accounts without logging out of others.

◉ Change accounts through menu in top left of profile or bottom right icon anywhere in the app.

Twitter Listening Tools

◉ Manage multiple Twitter accounts without logging out of others.

◉ Analytic reports

◉ Keyword searches - manage sentiment- identify customer service issues

Facebook 101Four quick tips to boost engagement and market your department/organization on

Facebook

Why Facebook?◉ #1 Social Media ◉ Best for conversation◉ Wide demographic range◉ Versatile

Great for 30+ demographic

1. USE PHOTOS!

Use images to promote products, services, events

2. CROWDSOURCELet your users do the work!

3. ENGAGE!

Invite conversation

Say Thanks!

4. PROMOTE

Twitter 101Five quick tips to boost engagement and market your department/organization on

Twitter

Why Twitter?◉Wide demographic range◉Quick news on the go◉But…messages are lost easily

Tweets using photos or video are 4x more likely to receive clicks.

Mind the headline: KISS, but leave them wanting to learn more!

1. Define Your Voice & Set Goals

◉Keep things light & positive◉Have a clearly identifiable goal or

purpose◉Set long-term goals & utilize analytics

Know your audience: At WKU: students, alumni, parents, news media, community leaders, etc. Who do you want to communicate with?

Listento what your audience is talking about using social listening tools like Sprout Social, Tweetdeck, or Hoosuite. Search keywords and phrases related to your department/organization.

2. Listen to Your Audience & Interact

Interactwith your users by favoriting their Tweets, Retweeting their praise, and replying to their questions & comments. Use discretion when replying; don’t respond to inflammatory remarks.

3. Adopt a Customer Service ApproachCreatepositive moments for users who are promoting you—retweets and mentions are a great way to do this.

Solveproblems for users who Tweet complaints. Know the difference between inflammatory posts & constructive criticism.

Respondas quickly as you can. Twitter is fast-paced & its users are looking for quick response. Set up alerts & intergrate platform monitoring into your workflow.

Always offer customer service and address user needs, but know when to take a serious conversation (or a conversation that may violate FERPA) offline.

4. Use Hashtags Strategically

Checkyour hashtag before you use it. Search Twitter to see if other accounts have already implemented it.

Createa smart, short hashtag that others will want to use. Unsure of what will work? Contact Web Services! We’re happy to help.

Usethe institutional hashtags #WKU & #WKUEvents to capitalize on the large audience that is already there.

5. Make the Most of Your Content

VisualsIncrease the engagement potential of a post by 400%. Use graphics and images often.

Repostcontent using a few different headlines. Users will tune out the exact same message.

Other Media

Youth market; Photos; Comments

Oldest and most frequently used social media

Getting Started

Steps for Success

◉ Make a plan◉ Social presence should be an extension◉ Your vision / mission should be evident◉ Commit

Trade Secrets

TRADE SECRETS

◉ It is easier than you think◉ It doesn’t have to cost a ton (if

anything)◉ You are the expert◉ There is no magic formula◉ You don’t have to be everywhere◉ Impressions are not as valuable as you

think

What works for you?What doesn’t?

Questions?

Stay in touch!@coriemartin on [email protected]