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Tactical Social Media. Which platforms should I use in my communications plan?. Platforms. Basics. Management. Metrics. Why does it matter?. Most people are on a variety of platforms. - PowerPoint PPT Presentation
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Tactical Social MediaWhich platforms should I use in my communications plan?
Platforms
MetricsManagement
Basics
Why does it matter?• Most people are on a variety of platforms.• Just because YOU aren’t on social media
doesn’t mean that people aren’t talking about you. Take control of the conversation and your reputation!
• Social media isn’t the future; it is the present and it is time to get on board.
Social Media is NOT……FREE. It takes time and time = $$$ (manpower and hours to draft messages, shoot/edit pictures & video, post, reply, monitor, measure, analyze).
…a crap shoot of random posts. Messages are strategically written and strategically placed on certain platforms at certain times.
…rocket science (although there is a bit of writing, technical skill and math involved).
Blogs• Longest format for sharing ideas
(unlimited character/word space)• Allow you to establish yourself as a
“Thought Leader” in your field.• Can be shared/pushed on all other
platforms.
Microblogging• Similar idea to blogging but in much
shorter format.• Twitter – 140 characters or less• Tumblr – unlimited characters but
typically short form posts consisting of images, quotes, videos, etc.
Social Networks• Facebook - Casual, friendly,
opinionated• LinkedIn - All business, all the time• Google+ - Semi-professional, less
engaging, high SEO• Pinterest - Highly visual, helpful tips
and projects
Bookmarking & Tagging
• Allows user to save favorites found on Web and recommend to others
• High engagement• High virality potential
Online Video• Create your own channels to share
videos across multiple platforms• Videos can be of any length
Short Video• Very short (7 seconds for Vine, 15
seconds for Instagram)• Can only be shared on those
platforms
Photo Sharing• Create entire photo albums• Share across multiple platforms• Great for events, inside look at
employees, promotions, etc.
Management• Choose carefully! You don’t have to do
it all. Decide which ones are best for YOUR audience and YOUR message.
• Save time! Choose a management platform that allows you to post to several platforms at once.
• Measure! Many platforms have analytics built in.
Metrics
• Followers• Likes• Tweets/RT• Views• Shares• Downloads• Favorites
• Referrals• Unique Visitors• Social Reach• Impressions• Activity & Engagement• Influencers• Trends
• Mentions• Comments• Kred & Klout scores• Traffic• Inbound links
There are MANY ways to measure the ROI of your social media investment, such as: