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Establishing a Consistent Social Media Practice
Tiffani StephensonSocial Media Communications Manager
UF/IFAS [email protected]
352-273-3569
About Tiffani
• B.S. in Recreation and Event Management, Univ. of Florida
• Pursuing M.A. in Mass Communications, Social Media, Univ. of Florida
• Establishing multimedia communications strategies using traditional and social mediums for branding and visibility
4.5 Steps to Social Media Strategy
1. Define your goals – what are you trying to accomplish?• Thought Leadership
• Establish, Protect or Promote a Brand
• Build Community or Conduct Service
1a. Get to know your audience• Create a buyer persona to understand psychology and habits of ideal
consumer
Social Media Strategy (cont’d)
2. Define your metrics – how will you measure your success?• Are you broadening your reach?• Do you convert awareness to action?
3. Decide on Tactics – what actions will help accomplish your goals?• Will you use Facebook, Twitter, YouTube, or another outlet?
4. Execute your Strategy! • Allocate your resources and budget; assign roles• Set 3-month goals to review progress and impact
Keep it Real!
• “Above all else – People!” • Listen to your customers, competitors, and referral partners
• Relax and interact like a real person
• Run your posts through the BFF checker (as appropriate)
• Don’t coddle the complainers
• Make engagement the goal; let your fans shine!
• Use your community to learn
Tips and Tricks of the Trade
• Create a Content Calendar for subject matter• Find a sweet spot for post frequency • Keep posts short!
• Follow 50+ accounts of similar space• Industry leaders/experts, influencers and competitors
• Branch out from graphics – use video and audio where appropriate
• Proofread each post
Tips and Tricks (cont’d)
• Posting Dead Zones• Twitter 8pm-8am• Facebook 12am-8am• LinkedIn 9am-5pm• Instagram 12am-8am• Tumblr 12am-12pm• Pinterest 1-7am, 5-7pm• Google+ 6pm-8am
• Days of the Week for Engagement Varies
• Follow 5-3-2 plan• 5 industry related • 3 company related • 2 personal in nature
• Don’t be afraid to share out-of-county material
Tips and Tricks (cont’d)
• Look for cross-platform promotional opportunities
• Ask your audience what they are struggling with
• Build relationships beyond your specific need
• Separate quantity from quality
Follow Us!
• @UF_IFAS on Twitter
• UF IFAS Solutions on Facebook or
• https://www.facebook.com/UFIFASNews
• Email: [email protected]
• Phone: 352-273-3569