Presented at Tech & Social Change Feb 7, 2013, in Baltimore, MD.

1. Social Media Strategy
Jessica Keyes
@prairieskygal

2. Is this you?

3. Is this you?

4. Is this you?

5. Strategy can help!

6. What is social media strategy?
A framework to help you be:
• Intentional
• Efficient
• Effective

7. Strategy Components
• Goals
• Accountability
• Metrics
• Procedures

8. Goals
• Who do we want to reach?
• What do we want to
communicate to them?
• What platform will we reach
them on?
• What do we want to change
as a result of this effort?

9. Social Media Platforms
Platform Pros Cons
Facebook Huge potential audience Reaches only 10%
Twitter Quick and unfiltered Easy to miss or ignore
LinkedIn Reach professionals Limited audience
YouTube Very engaging Time consuming
Flickr Versatile, easy to use Difficult to engage
Instagram Dedicated community Mobile only
Pinterest Huge potential audience Limited subject matter

10. Accountability
• Who will post and how often?
• What will be posted?
• What voice will we use?
• How will we engage with our
community?

11. Metrics
• Which metrics matter to us?
• What does success look like?
• In what timeframe will we
measure them?

12. Procedures
• How will we moderate community participation?
• How will we respond to negative comments?
• If the goals are not met, what will happen?

13. Find Your Advocates

14. Don’t let the rhino get you down.

15. slideshare.net/prairieskygal
Thanks!