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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!