This document discusses repurposing written materials as social media content. It recommends developing a social media strategy and editorial calendar to plan and manage content creation. Content can be created from scratch, repurposed from print materials, or repurposed from existing virtual materials. When repurposing, one should consider how the content will look online and which social media it is best suited for. With the right strategy and process, many existing materials can be repurposed for social media. Quality, clear writing is important for successful repurposing without losing the original message.

1. REPURPOSING WRITTEN MATERIAL AS
SOCIAL MEDIA CONTENT
Association for Women in Communications Webinar
June 5, 2012
Presented by: Anne Witkavitch, Principal of Anne W Associates
www.annewassociates.com

2. Why Social Media?
• Interactive opportunity to tell your story
• Enhances & expands upon existing messages
• Builds visible, sustainable virtual relationships
• Complements existing marketing &
communications efforts
• Increases brand loyalty

3. Key to Success is Great Content
• Establishes your credibility
• Promotes your subject matter expertise
• Connects & engages your audience
• Increases brand exposure & builds traffic to
websites
• Provides valuable information your audience wants
to know

4. The Role of Content Managers
…Choose the Right Content
…Reach the Right Audience
…Deliver Content In the Right Timeframe
…Use the Right Social Media Vehicles
Today, Everyone Is a Content Manager!

5. “Content is King”…But a Challenge to
Create
• Takes time and effort to generate
• Presence must be continuous…frequency is key
• Because of these challenges, many people are:
Reluctant to start
Overwhelmed by the work
Ready to jump ship

6. Step 1: Social Media Strategy
• Integrates into the marketing & communications
strategy
• Reinforces key messages and encourages two-way
dialogue with audience
• Reflects a distinct social media “voice”
• Puts everyone on the same page

7. Step 2: Create a Social Media Editorial
Calendar
• Helps you plan and manage content
creation around themes, topics and events
• Helps you manage your time and
productivity more effectively
• Provides a simple way to track and
measure results
• Can be planned by month, quarter, semi-
annually or annually

8. Editorial Calendar - Examples
Date Type Event/Topic Category Completed
Health &
Wellness
Finance
Balance
Date Topic & Tie-in Submitted Approved Posted
Theme
2-4-12 Heart American
Healthy Heart
Gourmet Month

9. Step 3: Create Great Content
• From scratch
Three
• Repurpose from
ways to
print materials
create
content: • Repurpose
virtual materials

10. When Repurposing Content…
• How will it
look, read, function
Always online?
• What social media will it
think best translate into?
about: • What key words will
customers type into a
search engine to find it?

11. Sales & Marketing Collateral
Copy
Take the Order Create Design
Social Media
Examples:
• Brochures
• Inserts
• Sales Letters
• Sell Sheets
• Case Studies
• Customer Testimonials

12. Speeches & Presentations
Message
Take the Order Create Delivery
Social Media
Examples:
• Scripts & Talking Points
• PowerPoint Slides
• Leave Behinds

13. Media & PR
Message
Take the Order Create Pitch
Social Media
Materials:
• Press Releases
• White Papers
• Q&A
• Media Interviews
• Trade Articles
• Survey Results

14. Quality Matters!
Repurposing material that is poorly written
and unclear takes more time and creates the
risk of misinforming, misleading or missing
the message.

15. Best Ways to Repurpose
• Edit to fit the format being used
• Break something bigger down into smaller parts
• Rewrite and expand for different audiences
• Insert key words for Search Engine Optimization
• Stay flexible
• Think global

16. Tips for Social Media Success
• Get everyone on the same page
• Follow and reinforce the social media policy and
guidelines
• Share a list of materials “approved” for repurpose
• Manage the repurposing process:
Prepare materials in advance that are not time sensitive
Create “generic” content to supplement efforts

17. Summary
• Social media is here to stay…and will only evolve
• Not a stand alone strategy…must be integrated
• Content is King…but creating great content can be
a challenge
• With a strategy and calendar you can plan for and
repurpose many existing print and virtual materials
• Train yourself and others to THINK CONTENT
• Get everyone on the same page and process

18. Connect with Anne W!
The Business:
www.annewassociates.com
LIKE on Facebook: www.facebook.com/annewassociates
FOLLOW on Twitter: @annewassociates
The Book:
www.presspausemoments.com
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FOLLOW on Twitter: @ppnanthology
Recipient of a 2011 Clarion Award