Creating and maintaining a presence for your brand or organization on social media can be a 24/7 job for an entire team of people. What happens when you have a small team or you are the lone superstar on a team of one? Executing your company’s social media strategy with a small team-- and often an accompanying small budget-- can seem overwhelming. Learn tips and tools to effectively manage social media for your organization, no matter how lean your team is.

1. HOW TO MAXIMIZE SOCIAL MEDIA EFFORTS
WITH A SMALL TEAM
@LAURAEWILSON
LAURA E. WILSON, RAGAN DISNEY
#RAGANDISNEY

2. @LAURAEWILSON #RAGANDISNEY
DOES SIZE MATTER?

3. @LAURAEWILSON #RAGANDISNEY
(NOT IF YOU DO IT RIGHT)

4. LAURA WILSON
SENIOR DIRECTOR, DIGITAL + SOCIAL MEDIA
Georgetown University
@LAURAEWILSON
@LAURAEWILSON #RAGANDISNEY
MAXIMIZING A SMALL SOCIAL MEDIA TEAM

5. @LAURAEWILSON #RAGANDISNEY
1. EVERYTHING MUST BE STRATEGIC 🔑

6. @LAURAEWILSON #RAGANDISNEY
IF IT DOESN’T HELP YOU REACH
YOUR GOALS YOU DON’T DO IT.
PERIOD.

7. @LAURAEWILSON #RAGANDISNEY
OUTCOME BASED GOALS
+
PROCESS BASED GOALS

8. @LAURAEWILSON #RAGANDISNEY

9. SMALL TEAMS MUST BE MORE
DISCPLINED ABOUT WHERE + HOW
THEY ARE SPENDING THEIR TIME.
@LAURAEWILSON #RAGANDISNEY

10. THE SMALLER THE TEAM THE MORE YOU
MUST FIND WAYS TO
COLLABORATE WITH OTHERS.
@LAURAEWILSON #RAGANDISNEY
2. IDENTIFY ALL POTENTIAL PARTNERS 🔑

11. @LAURAEWILSON #RAGANDISNEY
OTHER
CONTENT
CREATORS
EMPLOYEES
CLIENTS/CUS
TOMERS
ORGANIZATIONAL
PARTNERS
INDUSTRY
INFLUENCERS
CELEBRITIES
WHO CAN HELP WITH YOUR CONTENT?

12. BUT WHY WON’T THEY COLLABORATE?
@LAURAEWILSON #RAGANDISNEY

13. @LAURAEWILSON #RAGANDISNEY
SOMETIMES YOU MUST CREATE THAT
SHARED INTEREST.

14. LESS TIME WORKING ON THE CONTENT AND
MORE TIME WORKING ON YOUR SYSTEM
FOR CREATING THE CONTENT.
@LAURAEWILSON #RAGANDISNEY
3. CREATE A STEADY CONTENT STREAM 🔑

15. BRAND
STORYTELLERS
(REOCCURRING)
ACCOUNT
TAKEOVERS
(ONE OFF)
CTA + CURATE
CREATING STEADY CONTENT STREAMS
@LAURAEWILSON #RAGANDISNEY

16. A DAY
IN
THE LIFE.
@LAURAEWILSON #RAGANDISNEY

17. 🔑
CREATE A SERIES
OR A
REOCCURRING
CAST OF
“CHARACTERS”
@LAURAEWILSON #RAGANDISNEY

18. @LAURAEWILSON #RAGANDISNEY

19. BRAND STORYTELLER TIPS
1. Identify a “cast” that truly represents your brand
2. Consider the story lines these creators can tell
3. Give some content guiderails but creative freedom is
key to what creates the magic
4. Pay close attention to metrics to inform future content
@LAURAEWILSON #RAGANDISNEY

21. LIVE Q&A WITH EXPERTS
@LAURAEWILSON #RAGANDISNEY
REGULAR CONTENT CONTRIBUTORS

23. ACCOUNT TAKEOVER GUIDANCE
1. Establish guidelines/rules with content creator
2. Discuss objectives of the takeover
3. Storyboard ideas and outline content dos + don’ts
4. Determine how you will facilitate the takeover
5. Ensure the content creator introduces + concludes
@LAURAEWILSON #RAGANDISNEY

26. @LAURAEWILSON #RAGANDISNEY
DON’T WAIT… CURATE!
SOLICIT USER GENERATED
CONTENT FROM YOUR
TARGET CONTRIBUTORS

27. EXAMPLE CURATION CAMPAIGN
@LAURAEWILSON #RAGANDISNEY

28. @LAURAEWILSON #RAGANDISNEY
4. SPEND TIME WHERE YOU’RE MOST EFFECTIVE 🔑
DOUBLE DOWN WHERE YOU HAVE A
SPECIAL SKILLSET ON YOUR TEAM
OR
A DIFFRENTIATOR FOR YOUR BRAND

29.  Don’t try to be something you’re not
 Take advantage of the expectations
of the medium
 Focus on the content and the voice
 Prepare and have back up plans!
LIVE VIDEO FROM YOUR SMARTPHONE
@LAURAEWILSON #RAGANDISNEY

30. STOP OVERTHINKING IT!
@LAURAEWILSON #RAGANDISNEY

32. @LAURAEWILSON #RAGANDISNEY
5. LET TOOLS DO SOME OF THE DIRTY WORK
 SHARED CALENDAR
 Google Calendar
 Google
Spreadsheet
 SHARED PROJECTS
 Basecamp
 BOX
 GRAPHICS
 Canva
PREPARE EXECUTE
 SCHEDULING/
COMMUNITY
MGMT/COLLABORATI
ON
 Hootsuite
 Iconosquare
 Facebook
 CURATION
 Hootsuite
 Iconosquare
 Mish Guru
ANALYZE
 NATIVE ANALYTICS
 SNAPCHAT
 Mish Guru
 SOCIAL LISTENING
 Hootsuite
 Crimson Hexagon
🔑
EVERYONE IS DIFFERENT.
FIND WHAT WORKS
FOR YOU!

33. @LAURAEWILSON #RAGANDISNEY
VIDEO TOOLS FOR A SMALL TEAM
 Great for filming on
the go + impromptu
moments
 Not suited for every
context
NO TRAINING MID LEVEL
 Will require some
training but easy for
most people to
learn very quickly
 A slightly more
polished look
EXPERTISE REQUIRED
 Don’t try to fake it if you
don’t have the technical
expertise
 Wirecast or similar live
webcasting software

34. SIMPLE STUDIO SET UP
 Backdrop
 Seating
 Lights
 Sound
 Camera/mount
Cost: $2,500
@LAURAEWILSON #RAGANDISNEY

35. DIY CREATION HACKS
@LAURAEWILSON #RAGANDISNEY

36. @LAURAEWILSON #RAGANDISNEY
6. TRAIN RELEVANT PARTNERS
TRAIN DEPARTMENTS WITH REOCCURRING
COMPLAINTS OR QUESTIONS TO ASSIST WITH
COMMUNITY MANAGEMENT.
🔑

37. @LAURAEWILSON #RAGANDISNEY
7. ALWAYS SHOW YOUR VALUE
IT ISN’T A WIN IF YOU
DIDN’T SHARE IT.
🔑

38. @LAURAEWILSON #RAGANDISNEY
SHARE YOUR SUCCESSES
AND LEARNINGS REGULARLY!

39. LAURA.WILSON@GEORGETOWN.EDU
@LAURAEWILSON