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Building Your Social Media Strategy
- 1. Hands-On Social Media Class 1: Building Your Social Media Strategy Jaime Olive PCC AmeriCorps Member pcc@parasol.org
- 2. Welcome! Introductions What social media tools, if any, are you using? What do you hope to gain from this Training?
- 3. What is Social Media? Media for social interaction, using web- based technologies to transform and broadcast media monologues into social media dialogues. It’s all about listening, sharing, and engaging
- 4. Understanding Social Media “Listening” : monitoring what is being said about you or your issue* Research how similar organizations are using social media Engage with relevant blogs, pages, etc. *Listening Tools: •Google Alerts and Google Reader •Twitter Search
- 5. Why build a strategy? Gain a clear understanding of how and why social media is effective Set objectives Identify your target audience Identify the best tools and tactics to use Integrate social media with other communications plans Determine agency capacity and resources Identify a system for evaluation Develop a foundation for experimentation Create policy Aid in changing organization culture
- 6. Objectives What do you want to accomplish with social media?
- 7. Target Audience Who must you reach to meet your objectives? What sort of content will resonate with them? What social media tools are they using and how are they using them? Audience Research Resources: http://beth.typepad.com/beths_blog/2008/09/nptech-summary.html
- 8. Tools and Tactics What social media tools and tactics best support your objectives and match your targeted audience? What tools and tactics do you have the capacity to implement? Source: www.wearemedia.org
- 9. Tactics Listen Participate Produce Content Generate Buzz Build a Commuity What Tool(s) should I use? Facebook!
- 10. Integration How does your social media plan support components of other communications plans (website, email marketing, mailings)?
- 11. Capacity Who will implement your social media strategy? How much time can they allocate? Do you have an efficient method? Do you need outside expertise?
- 12. Evaluation What data will you use to track your objectives? How often will you evaluate?
- 13. Experiment! Listen, fail informatively, and evolve Steps to planning and designing your first experiment: Pick a social media project that won’t take much time and relates to your goals Write down your successes Write down your challenges Ask or listen to the people you connect with about what worked and what didn't work Watch other nonprofits and copy and remix for your next project Rinse, repeat
- 15. Culture Change How do you get your organization to own your social media strategy? How will you address fears or concerns? Common concerns: Loss of control Dealing with negative comments Addressing personality versus organizational voice Fear of failure Perception of wasted of time and resources Information overload
- 16. Homework Create your own social media strategy!