This document provides an overview of social media strategy presented by Lisa Colton. It begins with an agenda that demystifies social media and helps attendees think strategically. Social media is characterized as participatory, open, conversational, and communal. It is discussed as a tool that can be a game changer for organizations by shifting control to audiences and enabling two-way conversations. Ten key principles of social media strategy are then outlined: 1) understanding the attention economy, 2) finding an authentic voice, 3) adding value and being generous, 4) listening and engaging, 5) designing for networks, 6) transparency, 7) being nimble, 8) using new measurements, 9) shifting staffing and job descriptions, and
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Foundations of Social Media Strategy
1. The Foundations of Social Media:
Strategy, Tools and Culture
Presented by Lisa Colton,
Founder & President Darim Online
lisa@darimonline.org
434.977.1170
3. Goals
Demystify social media
Help you think strategically
Build vocabulary
Show examples
Turn you on to resources
Warning: You may feel overwhelmed!
(And excited, and inspired.)
4. It’s a Tool
Success of the tool is if
it helps you achieve
your goals.
Thus, critical to know
your goals and then
determine which
tool(s) to used in
which ways.
7. Characteristics of Social Media
The Term “Social Media” refers to online tools (web sites) that depend
on user contributions and interactions between people to build shared
meaning and value. It is:
• Participatory: It blurs the line between producer and consumer,
media and audience.
• Open and Democratic: It encourages voting, comments and the
sharing of information. For this reason it is seen as authentic and
trustworthy.
• Conversational: Two (or more) way conversation rather than one-
directional broadcast. Is personal, specific, and engaging.
• Communal: Supports formation, growth and strength of communities
around a particular shared interest.
• Connected: Thrives on being connected, making use of links to other
sites, resources and people, rather than being territorial and
proprietary.
8. A Tool Can Be A Game Changer
Traditional Media
Brand in control
One way / Deliver msg
Repeat message
Focused on the brand
Educating
Org creates content
Social Media
Audience in control
Two way / Conversation
Adapt the message
Focused on the audience
Influencing, Involving
User and co-created
content
How are you adapting?
22. Social Content is Social Capital
• Social Capital is the value
of the connections
between and among
social networks for
increasing productivity,
spreading information,
and locating desired
resources.
• Content should be
newsworthy, unique,
controversial, timely
immediately useful
and/or funny.
• 1:12 or 1:20 ratio
26. Unofficial Outposts
Find places where
your target
audience goes.
Participate in the
conversation. Add
value, educate,
include links.
Use your “listening”
to identify these
places.
27. Who do you want to reach? What’s “viral” for you?
LEVERAGING NETWORKS
35. Listening, then delegating
as needed
Conversationalist, not
techie
Adding value
Building community
Marketing your feed
Integration of multiple
channels, etc.
STAFFING
47. GROUNDSWELL’s P.O.S.T.
1. PEOPLE: Identify audience(s)
2. OBJECTIVES
– What are you goals and
objectives for this audience?
– What are your audience’s
goals?
3. What is the STRATEGY to reach
these goals?
4. Determine the specifics of the
TECHNOLOGIES you’ll use.
Implement, measure, refine!