Sharing Your Social Part 2: Getting Started With The Right Communication Strategy and the Right Plan

SHARING YOUR SOCIAL PART 2
DEI WEBINAR

GETTING STARTED WITH THE RIGHT COMMUNICATION STRATEGY & SOCIAL MEDIA TOOLS

TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC

Tara Mahady
tara@aleurosolutions.com

Follow me on Twitter
@TMahady

Join My LinkedIn Network
http://www.linkedin.com/in/tmahady

Kelley-sue LeBlanc

LinkedIn
http://www.linkedin.com/ksleblanc

Follow Me on Twitter
@KSL

My Google Proﬁle
http://www.google.com/proﬁles/KelleySueLeBlanc

AleuroSolutions
Aleuromedia
info@aleuromedia.com http://www.aleuronpo.com
PO Box 10251 www.aleurosolutions.com
Follow AleuroSolutions on Facebook
Bedford NH 03110 www.aleuromedia.com
Follow AleuroSolutions on Twitter
(603) 233-5078


The 4 P’s of Social Media

Planning

Policy

Privacy

Participation


Social Media Communication
Strategy
BENEFITS OF HAVING A STRATEGY

Identiﬁes goals and measurements

Establishes expectations for behavior

Provides a content map

Ensures seamless on-air and online
communication integration

Lays out who will communicate what,
when, where, and how

Provides a framework for engaging your
audience

Enhances and strengthens your brand
VIA FLICKR STEPHEN BISSON PHOTOGRAPHY


What content should you offer?



Ask yourself and your listeners:

What content do your listeners
want online? Is it easy for them
to share it?

What discussions do they want
to have with you and each
other that you can facilitate?

Are you just posting your
stories - or are you inviting
conversation?



Ask yourself and your listeners:

What content do your listeners How can your listeners help
want online? Is it easy for them inform your news and
to share it? programming?

What discussions do they want Do you want to ‘curate’ content
to have with you and each in addition to your original
other that you can facilitate? content? Only in some forums?

Are you just posting your What content can your listeners
stories - or are you inviting help you create online?
conversation?


How do you use your air to
drive online conversation?


Ask yourself:

How can you use your air to
encourage conversation online?

Are you inviting people to
conversations online? Are you
providing opportunities for
those conversations?

Are you listening?


Ask yourself:

How can you use your air to Are you using Facebook and
encourage conversation online? Twitter like email and phone
calls in your call-in shows?
Are you inviting people to
conversations online? Are you Do your pledge scripts include
providing opportunities for calls to action using social
those conversations? media?

Are you listening? Do your hosts encourage
participation in the
conversation?


Who, what, where, when, how?



Ask yourself:

Who will have a social media
presence for your station?
(Ofﬁcially. Any of your
employees represent your
station.)

What role will your on-air talent
play in the social media realm?

What content will each of these
people offer?



Ask yourself:

Who will have a social media In which arenas will each of
presence for your station? these people participate? One
(Ofﬁcially. Any of your may be drawn to Twitter, while
employees represent your another is into Facebook.
station.)
How often will these people
What role will your on-air talent engage?
play in the social media realm?
When should ‘shows’ engage
What content will each of these and how often?
people offer?


How to use the tools

It’s about community.

It’s about conversation.

It’s about listening.

It’s about inviting people in.

It’s about letting people get to
know you - for real.


Station Blogs - The Voices of
Your Community

HTTP://VPRBLOG.BLOGSPOT.COM/


The Show Blog

Value-add content for particular
stories.

Additional content not heard on
air.

Conversations for non-call-in
shows.

Feed to all social media
presences.

WWW.WORDOFMOUTHRADIO.ORG


Blogging and pledge.

HTTP://APPS.WBEZ.ORG/BLOG/


Facebook - Many Ways to Engage


Facebook...


Facebook...

FROM SPEAKING OF
FAITH’S FAN PAGE -
NOTES SECTION


Twitter - It’s Like A Hammer

One Tool - Two very different uses

Marketing and Branding

Search, Crowd sourcing and
Conversation

Listening


Twitter...


Flickr and YouTube - A
Picture is Worth a Thousand

Show your listeners what
they can’t see on air

Behind-the-scenes shots

Ask your listeners to share
photos via Flickr from
events etc.

Use YouTube to capture
events and create added
value


Flickr...


YouTube Channels...


Quick Ideas for Programming
Station-wide - have a topic of the Have your program director solicit
day or week. Ask listeners what feedback about certain shows or
they think of a top news item.
overall programming.
Show-speciﬁc - ask for ideas for
guests for upcoming shows. Shoot video of guests prepping or
in the ‘green room’ ahead of a
Show-speciﬁc - start a show and post it.
conversation through social media
then carry it into your on-air show. Post photos of staff and listeners
with guests and on-air talent and
Ask your hosts who are
comfortable to make observations ask your listeners to do the same.
about their experiences with
certain guests or topics. What did
they learn? Were they surprised by
anything?


Quick Ideas for Pledge
Tweet and post premiums and Take lots of pictures and video of
drawings. pledge central and your talent
pitching and post it.
Ask your listeners to post pictures
of them with their premiums from
previous drives - worn out baseball Come up with social-media only
hats, mug collections, beat up incentives and contests.
messenger bags.
Ask your staff who use social
Ask your volunteers to share that
they are volunteering for you and media to talk about the drive and
ask them to ask their friends to get how it’s going from their
involved. perspective.

Put a share button at the bottom of Be creative and have fun!
your pledge page and ask people
to tell their friends that they just
made a donation.


Tara Mahady
tara@aleurosolutions.com

Follow me on Twitter
@TMahady

Join My LinkedIn Network
http://www.linkedin.com/in/tmahady

Kelley-sue LeBlanc

LinkedIn
Follow Me on Twitter
My Google Proﬁle

AleuroSolutions
Aleuromedia
info@aleuromedia.com http://www.aleuronpo.com
PO Box 10251 www.aleurosolutions.com
Follow AleuroSolutions on Facebook
Bedford NH 03110 www.aleuromedia.com
Follow AleuroSolutions on Twitter
(603) 233-5078


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