There is no Magic Sauce for Success when using Social Media Locally

There is no Magic Sauce for success when using Social

Media locally*

*there are best practices

Marilyn ZayfertillumiNET Digital Marketing

@mzayfert www.illumiNETMedia.com (646) 580-0799

What is Social Good?

The common good or commonweal is a term that can refer to several different concepts. In the popular meaning, the common good describes a specific "good" that is shared and beneficial for all members of a given community. ...

http://en.wikipedia.org/wiki/Social_good


Local Social Good organizations and businesses include:

Community CentersColleges/Schools

Green Markets/ Recycling initiativesArtist groups

Community organizationsEducation

Educational TheaterMuseums

Historical Landmarks and Conservation Groups Community Parks and Recreational Events

Food banksDisaster relief

Environmental groups@mzayfert www.illumiNETMedia.com

(646) 580-0799

SOCIAL GOOD’S BEST PRACTICES FOR USING SOCIAL MEDIA FOR SUCCESS IN:

Event Promotion

Fundraising

Building Community Building Capacity

Building Awareness or Community Call to Action


Social Media for Social Good is NOT about you

It’s about them……

KNOW your audience….


Build your community

Who do you want your message to reach?…


Build your brand—

Who do you help? Who is working with you? Who do you want to reach?Why should people get involved with your organization?What do you want for your community? What is your event/cause about?When were you established?How do you accomplish our mission?

Optimize your image with a consistent logo and photos. Be consistent Be clear Be transparent



Always refer back to the mission statement of your cause or event

State why you are relevant

Restate your mission

“To boldly go where no man has gone before”

Optimize your brand identity with a consistent logo and photos &

message

Use the same logo, photo, font and keywords on all platforms including your website


Tips for building “community”

Follow influencers and follow the people that they follow

Follow local news sources

Share information and repost relevant news to your followers


Community Building Tips Continued:

Determine how many times per day/week you will post content on social

platforms based on your audience

Schedule regular email updates and develop a newsletter

Tell people why they should get involved with your organization


Community Building Tips Continued:

Be reciprocal. Always share, like or comment on posts by others

Show your appreciation and say thanks

Remember you are building relationships

Be present- continuous participation on social channels is KEY!


Tell Your StoryShow what your event/cause is about

Explain what you want for your community

Demonstrate how yourorganization/cause/event will

accomplish it’s mission


Remember to always build relationships

Be a conversation starter

Establish your organization or cause as resource of information

Update your audience

Stay engaged


StrategizingUse an integrated approach including but not limited to:

EmailYouTube

FlickrFacebookGoogle+

InstagramTwitter

LinkedInPinterest

Blog/WebsiteKickstarter or Indiegogo/fundraising platform


https://conversationprism.com/

https://conversationprism.com/

USE YOUR CONTENT TO:• Be a conversation starter• Establish your organization or cause as an expert resource• Update your audience• Create a call to action

BUILD A CAMPAIGN Identify:Who is your audience?What is your message? When is the event ?Where is the event?How long do you want the campaign to last?What deliverables will you create?How will you measure success of campaign? What analytics will you use?Secure a HASHTAG ###I n c o r p o r a t e a c o n t e n t c a l e n d a r a n d s o c i a l m e d i a d a s h b o a r d to automatically set specific post times and frequencies



Measure, Measure, Measure - Use your analytics to see what’s working……



PlatformsFacebookTwitterTumblrInstagramGoogle+SnapChatStumbleUponPinterestYouTubeFlickrLinkedInBloggerPeriscope

UtilitiesBit.lyBufferHootsuitePostplannerEventBriteMailchimpHubSpotSprout




Twi t te r Rec ipe• T w i t t e r a n s w e r s t h e q u e s t i o n ,

“ W h a t ’ s H a p p e n i n g ? ” i n u n d e r

1 4 0 c h a r a c t e r s . T h e r e a r e

a l r e a d y 2 5 5 m i l l i o n m o n t h l y

a c t i v e u s e r s , a n d i t i s g r o w i n g

b y l e a p s a n d b o u n d s e v e r y d a y .

• 3 p o s t s / d a y w i t h c u s t o m c o n t e n t

a n d h a s h t a g

• R e s p o n d , u p d a t e a n d t h a n k

f o l l o w e r s f o r i n t e r a c t i o n s d a i l y .

S imp le Facebook Rec ipe• C r e a t e a n d o p t i m i z e c u r r e n t F a n p a g e

a l t e r i n g t a b s t o s u i t c l i e n t ( u s i n g

p r e b u i l t t a b s )

• C r e a t e p r o m o t i o n p l a n a n d w r i t e

i n t r o d u c t o r y e m a i l t o y o u r c u r r e n t

c u s t o m e r b a s e p r o m o t i n g y o u r

F a c e b o o k U t i l i z e p a i d p r o m o t i o n

c a m p a i g n

• C r e a t e f a n p h o t o p a g e a n d u p l o a d

p h o t o s

• D e l i v e r t h r e e p o s t i n g s w e e k l y w i t h

o r i g i n a l c o n t e n t M o n i t o r o n c e p e r

w e e k d a y f o r i s s u e s t h a t n e e d t o b e

a d d r e s s e d

• I n t e r a c t o n c e p e r w e e k d a y w i t h f a n s

w h o h a v e p o s t e d o n y o u r w a l l o r

c o m m e n t e d o n y o u r p o s t s

E v e n t p r o m o t i o n r e c i p e• E v e n t s a r e i n h e r e n t l y s o c i a l . E v e n t s

a r e i n h e r e n t l y v i r a l . U t i l i z i n g t h e

r i g h t t o o l s T a r g e t y o u r a u d i e n c e

a p p r o p r i a t e l y , i n c l u d e r e l e v a n t

i n f o r m a t i o n . P r o m o t e w i t h i n a

r e a s o n a b l e t i m e p e r i o d ( t w o t o f o u r

w e e k s i n a d v a n c e f o r e s t a b l i s h e d

g r o u p s ; a t l e a s t t w o m o n t h s f o r

r e l a t i o n s h i p s t h a t n e e d t o b e

e s t a b l i s h e d ) .

• C r e a t e a n d m o n i t o r a F a c e b o o k

e v e n t

• R u n a p a i d p r o m o t i o n o f t h e e v e n t

• U p d a t e F a c e b o o k p a g e u p d a t e d 2 - 3

t i m e s w e e k l y w i t h c u r a t e d p o s t s .

P o s t c o n t e n t t o T w i t t e r b e g i n n i n g

e v e r y 1 2 h o u r s a n d i n c r e a s i n g t o

e v e r y 4 h o u r s p r i o r t o t h e e v e n t .

T h e F a c e b o o k e v e n t p a g e s h o u l d

i n c l u d e a p a y m e n t m e t h o d i f

a p p l i c a b l e ( e x E v e n t b r i t e , p a y p a l ) .

Tips to Ensure Consistency


Know your audience and how to relate to

them. This goes beyond basic demographics. You should know why it is they are interested in engaging with you. Can you solve a problem for them or bring value to their business? Getting to know your audience can be as simple as asking your customers and clients questions about themselves, their business, and/or how they perceive your business. Remember that you may have more than one audience to engage with and your strategies may overlap. The way you treat, speak, and engage with each audience must be constant and relevant on a personal level.

Know where you are and where you want to be. You already have your mission, vision, and values set, but there’s more to figure out. What is your company already known for? What do you want to be known for? Create content that fits your audience’s perception of you. For example, if you’re perceived as edgy, be sure to use edgy and daring language and imagery. Push the envelope! If you’re in the process of re-branding, though, knowing how your audience perceives you is still important. This will help you decide how you want to be perceived. Just remember to perpetuate your ideal perception by being consistent.

Create a calendar for your media. This can include what topics will be regularly discussed on your social media channels, when your company newsletter will be send out, or even when you’ll be mailing out promotional material. This helps your team develop a rhythm and become experts in coming up with the necessary content and to complete tasks in a timely manner. In addition, it will help your customers and clients to unknowingly develop expectations and retain loyalty when your team consistently delivers.

Create a set of guidelines (or “rulebook”) that is distributed company-wide or at least throughout the marketing and PR departments. This “rulebook” should contain a basic set of standards, including language and grammar, colors, fonts, and images that can be used. These simple components are the basis with which your audience identifies your brand.

Know that your brand is going to grow and evolve. Your Mission might change. This should be a consistent journey, much like your strategies. Sometimes your customers and clients will “grow out” of you and they may or may not let you know this. If it’s time for a transition, it can be done, but re-branding should be done slowly and of course, remain consistent. Your audience will be with you along the way, so don’t leave them behind!

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There is no Magic Sauce for Success when using Social Media Locally