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Social Media Made Easier#FairfaxCountyEDA
Marketing Communications Strategies and Tactics
January 20, 2015
@FairfaxEbird, @HodgesTweets, @clp1917
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1. Set a goal, make it measurable
• Community growth– Fan acquisition is a metric
• Community engagement– Active engagement is a metric
• Awareness– Reach is a metric
• Lead generation– Conversion is a metric
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Goal-Setting Exercise
• Your measures of success
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Which Platforms?
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2. Choose An Audience
• Ask yourself: – Who are my audiences?– What do they value?
• The answers help define tone • Also helps determine content and platform mix
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Choose Content
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3. Develop Content Bins• Organizational News• Executive Leadership• Brand
– Key Differentiator– Your Process– An element of your brand
that is central to who you are
• Expertise• Partnerships and
Marketing
• Holiday/Calendar• Fun Facts & Stats• Contests• Curation
– Industry News and Trends– Publications– Thought Leaders
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Content Bin Exercise
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4. Select Imagery & Links
• What do we have?• What can we buy?• Don’t forget video
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5. Determine A FrequencyPlatform Minimum
Facebook 4 per week
Twitter 2 per day
Pinterest 2 per week
YouTube 1 per week
Instagram n/a
LinkedIn 1 per week
Blog 2 per month
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6. Pull It All Together
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7. Understand Approvals
• How long?• Who needs to sign-off?• Other stakeholders to consider?
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8. Analytics• Monthly Reporting:
– Key metrics• Quarterly Reporting
– Key findings, trends and recommendations– Tracking against primary goals
• Engagement• Content analysis• Contest benchmarking• Measuring website traffic
– Platform specific updates
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Parting Thoughts and Additional Reading
http://hodgespart.com/gong/archives/finding-your-hidden-audience-on-social-
media/
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Success!
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