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Where Strategy Meets Serendipity: A Framework for the Thoughtful Creation and Maintenance of Social Media Content
1. Where Strategy Meets Serendipity:
A Framework for the Thoughtful Creation
and Maintenance of Social Media Content
Georgiana Cohen
@radiofreegeorgy
July 25, 2012
#ncsrmr
1
43. #ncsrmr @radiofreegeorgy
Planning
“ Finding great content can
involve serendipity, but it
involves looking in the first place.
- Tim Nekritz
http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/
28
http://www.flickr.com/photos/allyaubryphotography/3522537715/
44. People
http://www.flickr.com/photos/davemurr/4444331542/
45. About you
30
http://www.flickr.com/photos/philon/2183636788/ http://www.flickr.com/photos/wonker/1436280027/
46. About you
• Roles and responsibilities
• Process for shared management
• Approvals and workflow
• Expectations and empowerment
• Available time 31
http://www.flickr.com/photos/philon/2183636788/ http://www.flickr.com/photos/wonker/1436280027/
47. About you
32
http://www.flickr.com/photos/stevendepolo/4825345881/
48. About you
33
http://www.flickr.com/photos/wonker/1436280027/
50. Education, training
About you resources,
Shared and workshops
guidelines and templates
35
http://www.flickr.com/photos/wonker/1436280027/
51. Education, training
About you resources,
Shared and workshops
guidelines and templates
Awareness of campus
social media landscape
36
http://www.flickr.com/photos/wonker/1436280027/
52. Education, training
About you resources,
Shared and workshops
guidelines and templates
Awareness of campus
social media landscape
Brainstorming
and collaboration
37
http://www.flickr.com/photos/wonker/1436280027/
53. Education, training
About you resources,
Shared and workshops
guidelines and templates
Awareness of campus
social media landscape
Brainstorming
and collaboration
Share information
and coordinate efforts
38
http://www.flickr.com/photos/wonker/1436280027/
54. Education, training
About you resources,
Shared and workshops
guidelines and templates
Awareness of campus
social media landscape
Brainstorming
and collaboration
Share information
and coordinate efforts
Share best practices
and case studies
39
http://www.flickr.com/photos/wonker/1436280027/
55. Education, training
About you resources,
Shared and workshops
guidelines and templates
Awareness of campus
social media landscape
Brainstorming
and collaboration
Share information
and coordinate efforts
Moral support
Share best practices
and case studies
40
http://www.flickr.com/photos/wonker/1436280027/
56. Process
http://www.flickr.com/photos/17258892@N05/2588347668/
57. #ncsrmr @radiofreegeorgy
Planning
“ Finding great content can
involve serendipity, but it
involves looking in the first place.
- Tim Nekritz
http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/
42
http://www.flickr.com/photos/rexroof/3283248534/
58. • Responsibility
• Respect and civility
• Transparency, reputation and
endorsements
• Responsiveness and
maintenance
• Confidentiality and security
• Community building
http://www.flickr.com/photos/rexroof/3283248534/
59. • Responsibility
• Respect and civility
• Transparency, reputation and
endorsements
• Responsiveness and
maintenance
• Confidentiality and security
• Community building
http://www.flickr.com/photos/rexroof/3283248534/
60. #ncsrmr @radiofreegeorgy
Process
Four tenets of the community manager
1. Community advocate
2. Brand evangelist
3. Savvy communicator
4. Gathers input for future product and services
Source: Jeremiah Owyang http://www.web-strategist.com/
blog/2007/11/25/the-four-tenets-of-the-community-manager/
44
61. • Monitor your brand
Listening • Discover content
• Discover conversation
• Find your fans (and foes)
45
http://www.flickr.com/photos/ky_olsen/3133347219/
62. #ncsrmr @radiofreegeorgy
Process
• Connect disparate audiences in one space
• Build meaningful connections
• Reinforce your brand
• Enable content discovery and creation
• Communicate, respond and engage in real-time
• Gain valuable info and insight 46
http://www.flickr.com/photos/oskay/343867549/in/set-72157594321212027
63. #ncsrmr @radiofreegeorgy
Process
• Connect disparate audiences in one space
• Build meaningful connections
• Reinforce your brand
• Enable content discovery and creation
• Communicate, respond and engage in real-time
• Gain valuable info and insight 47
64. Madison Area California State #ncsrmr @radiofreegeorgy
Technical College
Planning University - East Bay
http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/
48
66. #ncsrmr @radiofreegeorgy
Planning
Think twice,
publish once
“ Finding great content can
involve serendipity, but it
involves looking in the first place.
- Tim Nekritz
http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/
50
http://www.flickr.com/photos/mukluk/174688752/
69. #ncsrmr @radiofreegeorgy
Publishing
• Ensure consistency across
channels and despite turnover
Style guide
• Tie to brand guidelines
• Image/avatar/visual standards
• Hashtag and naming
conventions
53
70. #ncsrmr @radiofreegeorgy
Publishing
Voice and Tone
• Contrasting values (“we’re X but
not Y; we’re savvy, but not hipster.”
Style guide
• Determine the personality of your
brand on social media
• Active voice; no jargon; be inclusive
54
71. #ncsrmr @radiofreegeorgy
Scheduling posts
Planning
Think twice,
publish once
• IFTTT
“
• Buffer
• Timely Finding great content can
involve serendipity, but it
Considerations looking in the first place.
involves
• Context - Tim Nekritz
• Real-time
http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/
• Platform specifics
55
http://www.flickr.com/photos/mukluk/174688752/ http://www.flickr.com/photos/bradmontgomery/6818868037/
73. #ncsrmr @radiofreegeorgy
Publishing
“ Finding great content can
involve serendipity, but it
involves looking in the first place.
- Tim Nekritz
http://insidetimshead.wordpress.com/2012/01/09/seek-
and-ye-shall-find-thoughts-on-content-and-serendipity/
57
74. #ncsrmr @radiofreegeorgy
Process
Overview of content curation:
1. Listening/discovery framework
2. Editorial sensibilities
3. Brand-adjacent content
4. Context
5. Real-time workflow
6. Community
7. Ethics
58
75. #ncsrmr @radiofreegeorgy
Process
Overview of content curation:
1.Listening/discovery framework
2.Editorial sensibilities
3.Brand-adjacent content
4.Context
5.Real-time workflow
6.Community
7.Ethics
59
76. • It should be user-generated content (for example, YouTube videos, blog posts,
Twitter accounts, etc.). While a media hit may be included in a Jumble post, it
should not be the core around which the post is built.
• Always cite sources and credit appropriately
◦ Many YouTube videos – say, shot at a cappella concerts – are hard to cite as
“John Smith, E11, filmed the Bubs singing this song” – use your judgment as to
where citation and credit is required.
• Discovering that a Tufts entity (e.g. department, student group) is on Facebook,
Twitter or has a blog is enough for a Jumble post, assuming their content on
those channels is interesting and worthy of mention—consider citing a recent
tweet or FB post
◦ When posting about blogs, reference the subject matter of a recent post and
include a quoted excerpt using the <blockquote> function in Wordpress.
• Students, alums, faculty and staff who created the content (not necessarily
everyone mentioned or appearing in the content) should ideally be able to be
identified by name (by which we can then learn years, titles, etc.) ...
• Student groups should be identifiable (e.g. which a cappella group is featured in
the video)
◦ This is so we can add the appropriate context of linking to their website,
Facebook page, etc.
• Content should be recent (e.g. not video from an a cappella concert last fall)
• If we are unsure of the connection to the university, or the connection is tenuous,
do not post
• Review content thoroughly (most specifically, watch videos through to the end) to
be sure there is nothing unfavorable (e.g. explicit language, alcohol, nudity, etc.).
If foul language is gratuitous, the content may be excluded. But if it seems
appropriate (e.g. student film), use your judgment.
79. #ncsrmr @radiofreegeorgy
Planning
“ Finding great content can
involve serendipity, but it
involves looking in the first place.
- Tim Nekritz
http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/
63
http://www.flickr.com/photos/cogdog/7423881070/
84. Value
over
volume.
Quality
over
quantity.
67
http://www.flickr.com/photos/cheryldudley/3633002627/
http://www.flickr.com/photos/orinrobertjohn/2911248047/
http://www.flickr.com/photos/ollesvensson/4252196844/
86. • Put numbers
in context
• Pick stats that
matter to you
• Measure over
time. Look for
patterns.
• Validate
qualitative
analysis
69
http://www.flickr.com/photos/cheryldudley/3633002627/
http://www.flickr.com/photos/ollesvensson/4252196844/
Who here directly manages and updates social media on a day to day basis?\nWho here has social media under their purview but does not run it on a day to day basis?\nThere&#x2019;s something here for everyone.\n
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It is not this. It is not a unicorn. It is not magic. We have to put in the work to make SM work for us,\nSocial media is a magical playland, rife with serendipity and unicorns. We gleefully flock to the open fields, certain that social media will help us sell, engage, brand and communicate.\n
What I am here to do today is to kill unicorns, with something called content strategy.\n
What I am here to do today is to kill unicorns, with something called content strategy. &#x201C;Content strategy plans for the creation, publication, and governance ofuseful, usable content.&#x201D;\n
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..SM is not an island\n
CS for SM is part of broader CS, - everything needs to be interconnected to serve org goals and user needs. - strive for message alignment and consistency & that only comes from considering how all channels work in concert. - This session - not to promote an independent SM CS, but rather focus on unique considerations for SM. WEBSITE IS PARAMPOUNT\n
so, like this horse. social media needs to be realistic, kept fit and alive, equipped, trained\n
The secret to content strategy - it&#x2019;s about people\n- buy-in, roles, workflow, community\n\nI&#x2019;m going to talk about how to empower people and give them the structure through which your SM will succeed.\n
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SM is not an end in itself. it&#x2019;s not something we do because we feel like we should, or because someone told us to, or because the other guy does.\n
it&#x2019;s a tool to use in the service of specific goals, and having a sense of the why, who and what guide the usage of that too. Has to be purpose-driven. Used with intent.\n
&#x2192; - you don&#x2019;t have to be all things to all people. Be intentional. Be specific. \nThose goals should tie to org goals. Follower amounts are not goals. This is the foundation of everything that follows\n
We know what we want to accomplish, who we&#x2019;re talking to and what we&#x2019;re saying - so where are we going to do this?\n
Picking your channels- don&#x2019;t need to pick them all - based on those pillars, figure out which channel or channels sit best atop them, and what you can reasonably manage.\n\n\n
If you already have various channels, see which ones are more successful - use as an opp to refocus energies\n\n
No shiny objects - avoid OSS - you don&#x2019;t want ot put time and energy into something that may be fun but is not actually helping you get things done.\n\n
No shiny objects - avoid OSS\n\n
Content types - Going back to those goals, audiences and messaging, what&#x2019;s the right way to package that all together. videos? photos? text? links? queries?\n
Content plan - eg. school or dept. info like deadlines / events, student accomplishment/encouragement, testimonials, news and current events in the field, ask questions/solicit feedback - inquire about student projects and experiences, perspectives on relevant issues, build pride, what their soundtrack is for move-in? What will you reshare?\n
Content discovery and sourcing\n- what content, what news, what sources - on-campus, publications, other channels - who to connect with to get content ideas and links\n
Losing control - prepare yourself AND stakeholders\nYou can only control what you put out there, not how people react to it\n
People - a huge part of the previous P - planning\n
How do we share ownership? Who needs to be empowered, and who are the stakeholders\n- regularly scheduled calls/meetings to stay on track, promote discussion\n Convene with broader comms team quarterly/monthly to report outcomes and make adjustments\n Socialize the entire communications team, even if only select people update/respond/etc.\n\n
How do we share ownership? Who needs to be empowered, and who are the stakeholders\n- regularly scheduled calls/meetings to stay on track, promote discussion\n Convene with broader comms team quarterly/monthly to report outcomes and make adjustments\n Socialize the entire communications team, even if only select people update/respond/etc.\n\n
one-man band - doing SM for a dept, or you&#x2019;re the only SM specialist for the university\n\nForm campus social media working group\n
Form campus social media working group\n
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Guidelines - more than an IT policy\n- include publishing considerations, criteria\n- opportunity to gain buy-in and investment\n
these are the categories from what i created at Tufts\n
Be relevant - Be helpful - Balance their needs and your goals - Be open, honest, personable and accessible - Facilitate, don&#x2019;t dominate\n
just respond to students going on tours\nStrategic social listening/monitoring - to hear conversations of concern/relevancy to brand\nThere are tools to help do this.\n\n
Build meaningful connections - between other campus groups, between students, across audiences (parents, alums, students, staff, prospectives)\n\n
Communicate, respond and engage in real-time - Answer questions, Clear up misconceptions or misinformation, Solve problems\n\n
COMMENT response matrix\n
Who here directly manages and updates social media on a day to day basis?\nWho here has social media under their purview but does not run it on a day to day basis?\n\nThere&#x2019;s something here for everyone.\n
Have your content plan in place and communicated/shared internally.\n
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- What will I post? How often will I post and respond?\n- reinforces cross-channel publishing\nMultichannel publishing - should not just mean multiple silos. it should be a mesh\n
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Hashtags and tags\n
Curation\nTalked about listening earlier\n\n
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otrustworthiness - as universities, we are trusted entities - with great power comes great responsibility\noreview and validate the content you are curating - do some detective work to attach names if possible\noone rotten apple spoils the barrel - one red solo cup ruins the whole video\ncopyright, fair use, attribtuion, linking - don&#x2019;t steal!\n\n\n
otrustworthiness - as universities, we are trusted entities - with great power comes great responsibility\noreview and validate the content you are curating - do some detective work to attach names if possible\noone rotten apple spoils the barrel - one red solo cup ruins the whole video\ncopyright, fair use, attribtuion, linking - don&#x2019;t steal!\n\n\n
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Blend of content, build a narrative, built-in Attribution\n
Hashtags and tags - what are they and why use them?\nAlways double check them before using, use them consistently, educate the community\n
There are a lot of easy numbers associated with social media. So we have to be careful when we&#x2019;re trying to measure our efforts that we&#x2019;re measuring the right things.\n
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Measurement is so much more than a single number!\n
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- How do you know if your content efforts are successful if you&#x2019;re not measuring them against your goals?\n- SM goals should tie to organizational goals\n
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- How do you know if your content efforts are successful if you&#x2019;re not measuring them against your goals?\n- SM goals should tie to organizational goals\n
- How do you know if your content efforts are successful if you&#x2019;re not measuring them against your goals?\n- SM goals should tie to organizational goals\n
ed cal can help track these\n
No shiny objects - avoid OSS\n- Pinterest\nOr dull objects\n- Google+\n
No shiny objects - avoid OSS\n- Pinterest\nOr dull objects\n- Google+\n