Components’ Social Media Playbook Coach: Sybil Walker Barnes Director, Social Media AIA National

Good design makes a difference

Components’ Social Media Playbook

Coach:

Sybil Walker Barnes

Director, Social Media

AIA National


THE WARM-UP

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Warm up

Good design makes a difference 3

Introduction

What will I find here?

• Social media best practices• 9 steps to a successful social media presence• A tool-by-tool tutorial for select sites


TRAINING TO WIN

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pwin


Personal Social Media Use

•Explore the tools you’d like to adopt by using them in your personal life first•Follow AIA National’s personal social media guidelines

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Step 1: Get social media savvy


Do I mix my personal and

professional online presence?

• If you choose to talk about work, always disclose your position within your component.

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Step 1: Get social media savvy


Our Philosophy

Use social media tools to achieve our strategic goals―

• Increase member value• Serve as the credible voice• Be the authoritative source

― through online conversations and engagement of members.

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Step 2: Become familiar with AIA National’s Social Media Program


Goals of AIA Social Media Program:

• Advance online conversations about the architecture profession

• Engage online with AIA members• Monitor online conversations about the profession and

the AIA

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Step 2: Become familiar with AIA National’s Social Media Program


Listening Is Key

AIA members and nonmembers talk about the AIA an average of 200 times per day

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Step 3: Listen

. . . and we listen to every conversation.


. . . and we respond by

• answering inquiries• thanking our fans, followers, and friends• encouraging our online influencers and those

supportive of our initiatives

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Step 3: Listen


Find out what people are saying about your component.

• Read “How to Monitor Online Conversations”• Create your own monitoring dashboard• Set up a Google Alert for your component name

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Step 3: Listen


Learning from Others

The social media tools you choose to use for your component should work together with your overall goals

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Step 4: Learn from Existing Components

. . . and they should work well together to accomplish your online goals.


Begin by reviewing other components’ blogs:

• Blog Central, AIA New York component• Threshold, AIA Minnesota• AIA Central Valley• AIA Arizona• Bay Area Young Architects

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Follow other components on Twitter:

• AIA Florida Southwest• AIA Los Angeles• AIA San Francisco• Boston Society of Architects/AIA• AIA Honolulu

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Join other components’ LinkedIn groups:

• Boston Society of Architects/AIA• AIA | DC• AIA San Francisco• AIA Georgia• AIA Seattle

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DEVELOPING A

GAME-WINNING STRATEGY

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strategy


Planning

•What is your component’s strategic plan?•What are your component’s PR goals?

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Step 5: Evaluate Your Organizational Goals


Adopt a Social Media Philosophy

You’re encouraged to follow AIA National’s philosophy

• Develop an elevator speech to quickly and easily explain what you’re up to online

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Step 6: Create Your Social Media Strategy


Set Your Social Media Goals

• What do you hope to achieve?• Do your goals make sense within the overall

organizational goals?

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Create Your Social Media Strategy

• How will your social media use complement your organizational strategy?

• What types of content will you provide?• What types of content will you solicit from your

community or members?

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Create Tactics

• What steps will you take to execute the strategy?• Who will be responsible for executing the strategy?• Do you have the resources required to execute the

strategy?

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• What tools will you use?• How will you develop content?• How often will you post updates?• What steps will you take to reach your desired

outcome?

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THE ARENAS

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I


Key Platforms for Putting Your Brand into Play

•You don’t have to use all these tools or tips•Take baby steps and figure out what works for you•Don’t be afraid to try or to fail

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Step 7: Choose Your Tools


Tool: Blog

• Decide if you have the capacity to regularly update a blog

• Choose a handful of staff or members who are eager to share their perspective

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Tool: Blog

• Be creative• Invite your readers to get involved (end with an open-

ended question)• Tell important stories• Share your process• Share your successes and challenges

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Tool: Blog

• Write short, action-oriented posts• Link to interesting local news• Be a subject matter expert• Be conversational (write like you’d talk to your friend)

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Tool: Blog

Resources for writing an effective blog:• Debbie Weil’s Top 7 Tips to Write an Effective Blog• Sue Waters’s 5 Tips for Writing Better Blog Posts• Chris Brogan’s Blog Tips

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Tool: Blog

Worried about negative comments? Don’t be!

People are much more interested in helping than you’d imagine

Still worried?

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Tool: Blog

. . . Then consider moderating your comments. Use our sample comment policy:

We encourage you to participate in this blog via comments. All viewpoints are welcome but please be constructive. We reserve the right to make editorial decisions regarding submitted comments, including removal of comments. The comments are moderated so you may have to be patient to see your comment. We review and post them as promptly as possible.

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. . . and/or add a disclaimer. Feel free to use our approved disclaimer as your own.

All information provided on this site is for informational purposes only. The American Institute of Architects makes no representations as to accuracy, completeness, timeliness, suitability, or validity of any information on this site and will not be liable for any errors, omissions, or delays in this information or any losses, injuries, or damages arising from its display or use. All information is provided on an as-is basis.

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Tool: Blog

Responding to Comments

• Determine whether you should respond

• Disclose who you are and your relationship to your component

Need help? Review AIA National’s strategy for responding

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Tool: LinkedIn

What is it?

• Professional networking (rather than social) site• Business oriented• An online resume

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Tool: LinkedIn

Before starting your component’s presence on LinkedIn, it’s a good idea to

• Create a personal LinkedIn profile• Discover how LinkedIn works• Learn the culture of LinkedIn

Need help? How to set up a LinkedIn profile

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Tool: LinkedIn

We recommend these actions because it’s important to understand the LinkedIn platform before you can figure out how your component can have an effective presence.

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Tool: LinkedIn

More than 70 million people use LinkedIn, making it a prime platform to help your component engage with its members.

•Post news and discussion questions

• Send group messages

• Share files

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AIA National’s LinkedIn group page:


Tool: LinkedIn

Are you ready for a LinkedIn Group:

• Are your members using LinkedIn?• Do you have a clear goal for the group?• Who will you let join your group (members, industry,

everyone)?

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Tool: LinkedIn

• Do you have time to facilitate/start a discussion?• Will you monitor posts?• Who will manage the group?• What criteria will you use to create subgroups?

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If you can’t answer all the previous questions,

• Join and participate in the AIA National LinkedIn group• Encourage your members to do the same• Add a link to the AIA National LinkedIn group to your web site

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Tool: LinkedIn

If you can answer all the previous questions, please adhere to the following specs:

• Your group name should clearly reflect your component name

• Your group image may be whatever your component chooses, with the exception of the AIA National logo

• Send the link to your group to AIA National so we can promote it

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Tool: LinkedIn

What if a member posts a negative comment? It’s bound to happen sometime.

• Have someone dedicated to checking comments daily• Use the negative comment as an opportunity to engage (not

criticize) the member; you both might learn something

Need help? See how AIA National chooses to respond

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Tool: Facebook

What is it?

• Social networking site that can be used professionally• Users “like” your page to conveniently receive updates in

their personal news feed• Enables you to post events, links, videos, and photos• Offers interactive applications

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Tool: Facebook

Before starting your component’s presence on Facebook, it’s a good idea to

• Create a personal Facebook profile

• Discover how Facebook works

• Learn the culture of Facebook

Need help? See How to Sign Up for Your Facebook Account

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Tool: Facebook

We recommend these actions because it’s important to understand the Facebook platform before you can figure out how your component can have an effective presence.

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Tool: Facebook

500 million+ users are on Facebook, making it an ideal platform to help your component

• Gain visibility and cross-promote your events and programs

• Generate dialogue with and between your members

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Tool: Facebook

A Facebook page for your component can be similar to your personal profile:

• You can make friends• You an update your status• You can upload videos, photos, and articles• You can create events

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AIA National’s Facebook page


Tool: Facebook

Are you ready for a Facebook page:

• Are your members on Facebook already?• Do you have a clear goal for the page?• Do you have time to update your page with valuable content?• Do you have the capacity or desire to interact daily with your

fans?

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Tool: Facebook


• Like and participate on the AIA National Facebook page• Encourage your members to do the same• Add a link to the AIA National Facebook page to your

web site

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Tool: Facebook


• Create a fan page, not a group page, for your component (you’ll get weekly metrics for your page)

• Your page name should clearly reflect your component name

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Tool: Facebook

•Your component’s profile image may be whatever your component chooses, with the exception of the AIA National logo• Send the link to your page to AIA National so we can include it on the national Facebook page

Need more help? See our guidelines for setting up a Facebook page

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Tool: Facebook

What if a member posts a negative comment? It’s bound to happen sometime.



Need help? See how AIA National chooses to respond

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Tool: Twitter

What is it?

• Microblogging social networking site• Offers fast, efficient means of communicating (in 140 characters or

fewer)• Updates may be sent via mobile texting, instant message, or the

web• Is a free, sophisticated marketing tool

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Tool: Twitter

Before starting your component’s presence on Twitter, it’s a good idea to

• Create a personal Twitter account

• Discover how Twitter works

• Learn the culture of Twitter

Need help? See How to Set Up Your Twitter Account

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Tool: Twitter

We recommend these actions because it’s important to understand the Twitter platform before you can figure out how your component can have an effective presence.

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Tool: Twitter

With nearly 200 million users, Twitter can help your component

• Cross-promote your events and programs

• Engage with your members faster (and create brand loyalty)

• Share news, information, files, links, images

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AIA National on Twitter


Tool: Twitter

Are you ready for a Twitter account:

• Are your members on Twitter already?• Do you have a clear goal for the account?• Do you have time to post daily? • Can you link to valuable content?• Will you monitor/respond to replies and direct mentions?

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Tool: Twitter


• Follow and engage with AIA National on Twitter• Encourage your members to do the same• Add a link to the AIA National Twitter account to your web site

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Tool: Twitter


• Your account name should clearly reflect your component name

• Your profile should include your location, web site address, and a short descriptor (bio)• Your profile image may be whatever your component chooses, with the exception of the AIA National logo

Need more help? See our guidelines for setting up a Twitter account

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Tool: YouTube

What is it?

• Innovative and engaging marketing platform• Enables you to upload and share videos• Easily embed videos on Facebook, blogs, and other web

sites• Enables users to comment on videos

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Cho Choose oseTool: YouTube

Before starting your component’s presence on YouTube, it’s a good idea to

•Create a personal YouTube account•Discover how YouTube works•Learn the culture of YouTube

Need help? See How to Sign Up for Your YouTube Account

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Tool: YouTube

We recommend these actions because it’s important to understand the YouTube platform before you can figure out how your component can have an effective presence.

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Tool: YouTube

With about 50 million users, YouTube can help your component

• Broadcast your message• Engage with your members

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AIA National YouTube Channel


Tool: YouTube

Are you ready for a YouTube channel:

• Are your members using YouTube?

• Do you have a clear goal for the channel?

• Who will monitor comments?

• Do you have videos (content) to post on a regular basis?

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Tool: YouTube


• Participate on the AIA National YouTube Channel• Encourage your members to do the same• Add a link to the AIA National YouTube Channel to your web site

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Tool: YouTube

What if a member posts a negative comment about our video? It’s bound to happen sometime.



Need more help? See how AIA National chooses to respond

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BATTER UP!

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bat


Now that you’ve done all this planning . . .

. . . It’s time implement!

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Step 8: Implement Your Plan


• Create a short-term and long-term implementation plan

• Let your members know what you’re up to• Link to your social media channels from your web site

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Step 8: Implement Your Plan


KEEPING SCORE

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score


What is your ROI?

• Results?• Opportunities?• Investment?

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Step 9: Measure Your Efforts


Define Your Metrics

• What will you count?• How will you bring added value to your members?

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Document your activities as you progress through

steps 1-8

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Doing so will give you a baseline starting point to measure your impact and whether you’re achieving your goals


Evaluate

• Give your component time in the beginning to listen, learn, and adapt

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Are You a Social Media Rock Star?

If you followed all of these steps, you’re well on your way to helping

•Advance online conversations about architecture profession•Engage online with AIA members

Keep it up!

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You’re On Your Way


Got questions or comments?

We welcome comments, debate, and discussion. Feel free to contact Sybil Walker Barnes, director of social media at AIA National.

New school: Old school:

E-mail: [email protected] Phone: 202-626-7331

Twitter: @sybil_b

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Documents

Components’ Social Media Playbook Coach: Sybil Walker Barnes Director, Social Media AIA National