This document provides guidance on using social media effectively through focusing on four key areas: content, consistency, customization, and community. It emphasizes the importance of high-quality, varied content; maintaining a consistent brand presence and posting schedule across all channels; customizing profiles and pages to stand out; and engaging with others to build an online community. Specific tips include suggestions for types of content to share, scheduling posts, customizing profiles visually, using hashtags and tagging, and tools for measuring engagement. The overall message is that following these four "C's" will help social media strategies be most effective.

1. Social Media Training
September 20, 2012

2. The Four “C’s” of Social Media
No matter what platforms you choose, these
four things will keep your strategy moving in
the right direction
CONTENT
CONSISTENCY
CUSTOMIZATION
COMMUNITY

3. Content – What We’ve Been Posting
• News About GHAC
• Blog Posts and Press Releases
• Upcoming Events
• Promotions/Specials
• Photos
• Links to Radio Segments
• Air/Heat Memes
• Information About Your Business
• Information about Energy Efficiencies
• Quotes
• …Just About Anything!

4. Content – Where to Post
• Facebook Wall (Any)
– Photos, Photos, PHOTOS!
• Twitter (Any)
• Blog (Any)
– Embed YouTube Videos
– Embed Radio Clips
• YouTube (Video)

5. Content – Cardinal Rule
“Be yourself. Above all, let who you are, what
you are, what you believe, shine through every
sentence you write, every piece you finish.”
• - John Jakes, author

6. Consistency – Best Advice EVER.

7. Consistency Across Channels
Branding across various channels should
absolutely be consistent! If you change your
logo on Facebook, change it on
Twitter, YouTube, Instagram, etc. as well.

8. Consistency – Create a Schedule
(and stick to it!)

9. Customization – Set Yourself Apart!
• Facebook Cover Photo
• Tabs on Facebook
• Twitter Background
• YouTube Skin
• Blog
Tools: Shortstack, North Social, Photoshop, etc.

10. Community – Your People
Anyone you interact with, even if only one
time, is a part of your community
• Insights and Analytics will help you determine
who your community is
• Post content your community will LIKE
• Post content your ideal community would like

11. FINDING CONVERSATIONS

12. Google Alerts
• Setup Google Alerts for GHAC as well as top
brands you carry and anyone, ie Pat
Gambel, who might be mentioned in an
article

13. www.search.twitter.com
“search term” near:zipcode
Find people
talking about
GHAC/Air or
Heat Needs
through Twitter
Search.

14. Topsy
• Topsy allows you to search any term across
multiple channels. This can help you find
conversations to join as well as new content

15. Using Facebook as a Brand
How to Post on Facebook
Liking Other Pages
How to Tag Other Pages
Sharing Content From Pages

16. How to Post on Facebook
• You can post as
GHAC here. You can
share a “Status” (just
words), “Photo/Vide
o” (accompanied
with words), or
“Event/Milestone”
(these can be back-
dated)
• Any links will
automatically
populate with a
PREVIEW

17. Facebook “Voice”
You can
comment
and like
posts on the
GHAC
Facebook
Page as
yourself by
changing the
“voice”

18. Using Facebook as GHAC
• You can choose to
“be” GHAC on
Facebook. This will
allow you to like and
engage with any
other Brand Pages

19. Add All of the Brands as Favorites
• As the page, “LIKE” any pages of Brands you
carry and any MAJOR clients

20. Engage With Things You Like
• Like and Comment on the
content posted by those
pages

21. Share Your Favorite Content
• Share content from those pages on days when
you don’t have your own content.

22. Cross Promote Your Partners
• Top selling brands, commercial
properties, partners, etc.

23. Tag Brands When You Mention
Them
• Simply put “@” and then start typing the
name of the page you want to link to – this
will “Tag” them. i.e.: @Trane =

24. Measuring Success on Facebook
Review your insights at the very least
every month!

25. Facebook Insights
• Review your Audience and Reach as well as what
content had the highest engagement. Learn more
about Insights here:
http://ads.ak.facebook.com/ads/FacebookAds/Page_
Insights_en_US.pdf

26. Using Twitter as a Brand
Speaking the Language
Why Twitter Matters
Using Twitter Lists
Measuring Success on Twitter

27. Cocktail Party
Rules of Engagement

28. Cocktail Party
Rules of Engagement
– Don’t talk all about yourself
– Find the people who interest you
– Try to add value to the conversation
– Follow up with your new friends

29. Speaking the language
RT @fscnola hosting a #socialmedia101
training session this afternoon with
@ghac_nola!

30. Twitter Translator

31. Replies
@ denotes a tweet sent to another Twitter user.
@TiffanyStarnes see you
in the park tonight!
So, GHAC’s Twitter
“name” is
@ghac_nola

32. Retweet
Retweets are similar to
forwarding a message in
e-mail. They help grow
communities and makes
people feel good.
RT @andyknola: Help
raise money for Tsunami
Relief:
http://bit.ly/awsjah0

33. Direct Message
DM is a private message that you can only send
to those who follow you.
D Adeletiblier Here’s my
e-mail address
andy@fscinteractive.com

34. Hashtag
# makes a term into a keyword that is
searchable
In the market for a new unit? Proper sizing &
quality installation are critical to your home's
#energy efficiency! #HVA

35. Why Twitter Matters

36. Twitter Can be Used For…
• PR
• Crisis Communication
• Customer Feedback
• Achieving Goals
• Customer Relations
• Recruitment
• Sales
• Driving Traffic

37. Using Twitter Lists
GHAC currently does not have any
Lists that they created. We
recommend creating Lists for Brands,
Partners/Clients, etc.

39. www.Listorious.com
Use
Listorious
to find
people and
lists to
follow.

41. Why Use Lists?
• Curate other “official” brand Twitter handles
• Curate any resources relevant to your business
or industry
• Curate team members or employees
• Curate industry influencers
• Curate New Orleans specific events,
information, resources

42. Manage
(on your computer)
• Don’t use Twitter.com. Use some kind of third
party application that provides some sort of
reporting. We recommend:

43. Manage
(on the go)
iPhone Blackberry
Android

44. Beauty in Brevity
• Use a URL shortener to
shorten the links you post
to social channels. We
recommend bit.ly although
they are all good options.

45. Measuring Success on Twitter
Using Sprout Social or Hootsuite will
allow you to review analytics and
insights on those platforms. Here are
some more free tools.

46. Bit.ly

47. Who.Unfollowed.Me

48. TweetStats

49. Measuring Success on Twitter
ReTweetist- Allows you to discover trends, popular topics and popular people by
tracking Retweets (RTs) across Twitter.
http://retweetist.com/
Twitalyzer- Twitter's most popular measurement solution for business and personal
users, focusing on influence, impact and engagement.
http://www.twitalyzer.com
BackTweets- Get a comprehensive understanding of how your content is shared on
Twitter, including tweet graphs, reach & impressions stats, influencer lists and more!
http://backtweets.com/
TwitterCounter – Allows you to review your friends and follower growth by week,
month or 3-month intervals. You can also compare your growth to competitors.
http://twittercounter.com
OneForty – All of the latest and greatest online and social media tools.
http://oneforty.com/category/Analytics