Social media is intended to be both holistic and strategic. Who your business follows, how you converse, what content you share, all tells a story of who you are as a company. Through a tour of best practices of "need to have," "nice to have," and "great to have," you gain with a better understanding of the latest trends, etiquette, what it looks like to "do social media right", and why the details matter.
Gwen Woltz is co-founder of Wahine Media, a local social media agency that specializes in strategically building thriving and engaged online communities for businesses (wahinemedia.com). Gwen is a graduate of the University of Hawaii at Manoa, past president of Social Media Club Hawaii, a finalist for Pacific Edge Magazine`s Young Professional of the Year, one of Hawaii`s Top 15 Social Media Influencers in 2012, and has over 8 years of digital media and marketing experience.
3. Understand social media’s real value
and cost
How much is a deposit in your brand’s
trust bank worth to you?
4. Let’s compare
Full page print ad in one issue of Hawaii
Magazine (2 month issue) = $4,120 (2015 rate)
Return
• 200K print impressions
• 68K circulation
5. Let’s compare
2 months social media management for a
medium sized business = about $4,000
Return
• Impressions (5K+ fans, easily reach 200K)
• Engagement (touch points)
• Conversion (sales, clicks to website)
• Content
• TRUST
11. Resize and customize your content
for each platform
Fill out and keep profiles updated
Do not feed content from one profile
to the next
Know where your audience resides
and live there
14. Is your brand voice personable?
Funny? Eccentric? Helpful?
Professional? Smart?
Your voice and content should speak
to your target audience
Everyone who posts must be clear on
your voice and be consistent
17. Acquire quality fans and know it
requires work and resources
Ads: make incentive more than just
“liking” or “following”
Invite from sources outside of social
Utilize touch point opportunities
outside of social
21. Join forces with other brands to
expand your reach
Why should your business “like” and
“follow” other business?
Don’t be afraid to talk to other brands
22.
23. Twitter lists: brands best places to eat
Tesco Mobile, Yorkshire Tea, Jaffa Cakes, Cadbury
25. Produce things your audience
actually wants to consume
Take photos & videos constantly
Repurpose and re-use content
Create something others are not
Content is now live
26.
27.
28.
29.
30. Great content creation apps:
Over, PicFrame, Boomerang,
Flipgram, WordSwag
Free photos: New Old Stock,
Unsplash,
33. Every fan counts
Be appreciative when people share
with you
Start conversations, continue them
over time and get to know your fans
personally
Integrate with customer service
43. Create a space where people gather
Let your community tell your story (UGC)
Advocates are built through trust, and
people trust advocates more
Influencer vs. Advocate
57. Make it short and easy to understand
Empower don’t restrict
58. Be honest about
who you are
If the conversation relates to our business
or our industry, you should identify yourself
as working for Ford Motor Company in
the content of your post/comment/other
content. Not only is this the ethical thing
to do, but in some countries, like the
U.S., there may be personal liability under
Federal Trade Commission regulations if
you don’t. Best practice is always to be
honest about who you are without giving
out detailed personal information.
Make it clear that
the views expressed
are yours
Include the following notice somewhere in
every social media profile you maintain: “I
work at Ford, but this is my own opinion
and is not the opinion of Ford Motor
Company.”
You speak for yourself,
but your actions reflect
those of Ford Motor
Company
Unless you have been authorized by
Communications, you cannot speak on
behalf of Ford Motor Company. Do not
portray yourself as a spokesperson, even
an “unofficial” spokesperson, on issues
relating to Ford Motor Company. Realize
that people may likely form an opinion
about the Company based on the behavior
of its personnel.
Use your common
sense
It’s good business practice for companies
(and individuals) to keep certain topics
confidential. Respect confidentiality.
Refrain from speculation on the future
of the Company and its products. Keep
topics focused to matters of public record
when speaking about the Company or
the automotive industry. Do not disclose
non-public Company information or the
personal information of others.
Mind your manners
Treat past and present co-workers, other
personnel, suppliers, consumers, partners,
competitors, Ford Motor Company, and
yourself with respect. Avoid posting
materials or comments that may be seen
as offensive, demeaning, inappropriate,
threatening, or abusive. Acknowledge
differences of opinion. Respectfully
withdraw from discussions that go off topic
or become profane.
The Internet is a
public space
Consider everything you post to the
Internet the same as anything you would
post to a physical bulletin board or
submit to a newspaper. Many eyes may
fall upon your words, including those of
reporters, consumers, your manager and
the competition. Assume that all of these
people will be reading every post, no matter
how obscure or secure the site to which
you are posting may seem.
The Internet remembers
Search engines and other technologies
make it virtually impossible to take
something back. Be sure you mean what
you say, and say what you mean.
An official response
may be needed
If you spot a potential issue and believe
an official Company response is needed,
bring it to the attention of a member of
the Communications team or the Legal
office before it reaches a crisis situation.
Potential issues can often be resolved
more effectively and efficiently if they are
identified quickly.
Respect the privacy of
offline conversations
Protect your co-workers and our partners
by refraining from sharing their personal
information or any conversations or
statements unless you have their written
permission to do so. Bringing someone
else into an online conversation without
their permission can be destructive to a
relationship, cause misunderstandings or
violate laws, commercial contracts and/or
confidentiality agreements.
Same rules and laws
apply: New medium,
no surprise
Due to the nature of the digital medium,
extra diligence is required in respecting
intellectual property (such as copyright and
trademark), financial disclosure laws, false
advertising and the like. Also, refer people
with vehicle or repair concerns to the
dealer or customer relations (Contact Ford
at http://www.ford.com/owner-services/
customer-support/contact-ford). If anyone
has a new idea for the Company, refer them
to “Your Ideas” on The Ford Story.
When in doubt, ask
If you have any questions about what is
appropriate, play it smart and check with
a member of the Communications team or
the Legal office before posting.
These guidelines are meant to provide a simple and clear guide to online communications for Ford
Motor Company personnel. For a more detailed look at the guidelines and potential implications
for failing to follow them, please visit our internal resources on HR Online or FordLaw.
We have advised our personnel to observe these guidelines when participating in an online conversation regarding
Ford or the automotive industry. These are a summary of our ethical policies. Ford personnel should refer to the
more detailed information available within the Company.
Ford Motor Company’s Digital Participation Guidelines
In brief, our guidelines for engaging
on the social Web consist of the
following core principles:
1. Honesty about
who you are
2. Clarity that your
opinions are your own
3. Respect and humility
in all communication
4. Good judgment in
sharing only public
information – including
financial data
5. Awareness that what
you say is permanent
Guidelines
08/2010
61. Use 3rd party tools - Hootsuite,
Sprout Social, Podio, DropBox
Pre-plan your content
Use Google Sheets
Make a daily checklist
Record your responses in a database
63. Assign a “baseline” budget to keep the
engagement and growth
Don’t use this budget to advertise or sell, use
to serve your content
Build fans + boost posts simultaneously
• $200/mo - less than 5K fans
• $300/mo- less than 10K fans
• $500/mo - less than 15K fans
