The document summarizes a social media strategy class that meets four times. The first class provides an overview of potential issues to avoid on social media. The second class focuses on engagement best practices. It emphasizes being social and conversational, connecting around areas of expertise, and ensuring all social media activities align with clear business goals. The third upcoming class will discuss focus, time management, and monitoring strategies.

1. Social Media Strategy – Day 1
 Introductions
 Who is this guy?
 I know you, but please tell me why you are here!
 Classes (Meet four times, except Feb. 19)
 Today: Overview of no-nos or potential no-nos
 Next time: Yes, do this!
 Feb. 12: Now what … how do you start?
 Feb. 12 – Feb. 25: Go out in the “wild”
 Feb. 26: What did you catch? Share results

2. Social media strategy
 Objective: To get a general overview of social
media, its impact (positive and negative) on brands,
and the basic best practices on getting started.
 Ultimate take away: Practice social engagement,
start doing it for your brand, whether professional
or personal.

3. Social media strategy
 Who here is on social media?
 Who here is comfortable on social media?
 Why not (please write down your answers. I will
collect them anonymously later)
 How long has social media been around? What do
you think?
 So, why are some brands (persons or organizations)
slow to be social?

4. Social media strategy
 Why is social media powerful?
 It’s word of mouth on steroids.
 Some of the names that come to mind today are new in the last few years. Twitter,
Facebook, LinkedIn, Foursquare are all newer sites.
Twitter has 200 million monthly users. More than one third of Iowa is on Facebook.
Then businesses started to join.
Some used the new mediums just like they used old-school ad channels. As a one-
way tool to broadcast information.
At one point most questions from others to some of the big brands were ignored
and not responded too.
 Need to have: Personality, approachability, transparency.

5. Social media strategy
 Assignment: Please take out a piece of paper (or
use your laptop, iPad). Write down these sections:
 Business goals (Session 2)
 Focus (Session 3)
 do's (Session 2)
 Don’ts (Today)
 Take notes in each section as we talk about them!

6. Social media strategy – No-Nos
 Twitter user ABC talks about a brand on Twitter,
complaining to his 22,000 followers that service was
terrible. What does the brand do? No response.
(Common. 70-some percent of top brands don’t
respond)

7. Social media strategy – No-Nos
 A waitress Facebooked about bad customers.
 A football player was fined for talking negatively
about the coach.
 #McDStories (negative stories were shared,
interestingly, McDonald’s also shows up on the good
side of things!)
 Somebody tweets at your brand, your social media
person has to go talk to the marketing director, who
has to go check with the CEO to see what they
should respond.

8. Social media strategy – No-Nos
 Did I mention that a Tweet has a lifespan of eight
minutes? You have to respond within eight minutes
for conversation to happen!

10. Social media no-nos
 A juror in the UK was dismissed after she disclosed
sensitive case information on her Facebook profile,
MSN reports. "I don't know which way to go, so I'm
holding a poll" the juror wrote, asking her Facebook
friends to weigh in on the case. (Source)

11. Social media no-nos
 I visited a local business
 Chatted with the owner
 Followed them on Twitter
 The next day they said: “Thanks for following. Hope
your week is going great.”
 No mention about yesterday? Why not? I didn’t feel
very connected!

12. Social media no-nos
 Sharing without reading.
 Everything reflects on you! (Billy Madison example)
 “I love your stuff.” What stuff?
 Mixing up accounts! Person posted personal
message to a company page!
 Somebody overseas took Twitter users to court for
retweeting libelous information!

13. Social media no-nos

14. Social media no-nos
 What did you come up?
 For next time, if you didn’t type these up, please start a
document that has 3-6 points listed:
 Social media don’ts
 Point A
 Point B
 Point C
 Etc.

15. Social media no-nos (examples)
 Do not:
 Say anything you wouldn’t want to see in the
newspaper or wouldn’t say to somebody’s face!
 Not respond to people!
 Share other’s information without reading it!
 Have unnecessary approval processes
 Be afraid of following up, apologizing and moving on.

16. Social media strategy wrap – Day 1
 Questions?
 Next time:
 Bring your started strategy with Don’ts!
 We’ll talk about do's and start talking about business
goals
 Questions in the meantime:
 ctrappe@gmail.com
 twitter.com/ctrappe

17. Social media strategy – Day 2
 Welcome
 Review last time: What were your main takeaways?
 Any questions?

18. Social media strategy
 Today:
 Example of good engagement. do's.
 Make sure you write down bullet points for your
strategy.
 Business goals: Everything you do should fit into a
business goal. We’ll talk about that.

19. Social media strategy - do's
 Social media is social!
 Non-tech comparison:
 At somebody’s house for dinner. Do you say: Buy this
OR do you just talk?
 They may still buy or use your business but you wouldn’t
think of mentioning that first, right?

20. Social media strategy - do's

21. Social media - do's
 Connect around topics.
 What’s the topic that you are an expert in or are
striving to be an expert in?
 Then connect with people in those areas.

22. Social media - do's
 Examples:
 #Blogchat
 Mack Collier runs it. Hundreds of people participate each
Sunday night. He’s now a speaker and author.
 Welcomes new people.
 Approachable. (Tries to meet people in person)
 United Way Worldwide conference
 2,000
 Tweeters connected by topics
 In person, too, after that

24. Social media - do's

Wal-Mart has higher engagement than Target, despite having
similar Facebook fan pages. Source
A large portion of the brand’s most successful posts are not directly
tied back to the brand itself but rather are designed to appeal to
the broad interests of its customers. They are publishing posts that
say, “Happy 53rd Birthday Hawaii” with a picture of a sunset or
“Like this if you’re going to miss summer” featuring a picture of a
cute dog. Walmart has found that short, conversational and non-
promotional posts featuring fun photos is what engages its fan base.
They are blasting their fans with hundreds of posts, but they are
posts that the people want to see"

27. Social Media - Business Goals
 Everything you do on social media/the web needs
to fit into your overall business goals.
 Should be able to tell what they are when you look
at an account!
 What are mine… can you tell?

28. Social Media – do's Examples
 Be conversational
 Recognize people
 Respond … quickly.
 Pick an area or areas of expertise.
 Share knowledge.
 Don’t sell all the time.
 Remember that it takes time! (Engagement pyramid)

30. Social media business goals
 Learn and be known as a communicator/connector:
 Share knowledge around the topics of:
 Communication
 Technology
 Media
 Advertising
… Communication-related topics
 Working in the communication field. Be seen as
somebody who has thoughts to share.

31. Social media – Business goals
 What are yours? (Write them down on a paper)

32. Social media
 Review: Your main takeaway?
 Next time: Bring your social media plan so far.
Should look like this:
 Business goals
 Do's
 Don’ts
 We will talk about Focus, Time Management and
Monitoring the next time.