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Social Media Strategy
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1_Intro.md

#Social Media Strategy

##About the Project

This was inspired by the Tiny Content Framework that focuses on “goals, messages, and branding.”

The Social Media Strategy collection is aimed at helping companies get started in planning their approach to social media. This is a bit of a template, and sprinkled with examples in each category. It should be a good starting point before a business dives head-first into whatever fancy social media outlet may be hot at the moment. (Tip: Find out what medium/outlet is best suited for your audiences before blindly signing up for accounts for whatever is the most popular at the moment. We used to think MySpace was going to rule the Earth for a while, until it faded into the background and gave way to Twitter, Facebook and the rest of the photo-sharing ones.)

##Contribute

I’ll continue to add to this as new ideas arise. But please play around with this and feel free to contact me with questions or thoughts on it all.

Either add feedback here, on Twitter (@TimHops), or by email ([email protected]). The purpose of this and other Gits is to share ideas, collaborate and help make each other’s work better.

Thank you, kindly, in advance.

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2_Social_Media_Strategy.md

#Getting Started

##Objectives

Determine 2-3 key items you are aimed at accomplishing. Examples below.

  1. Connect with those interested in the my organization's community
  • Share event links, quotes, stories and dates
  • Recognize most active social media attendees
  • Provide relevant upcoming event information (cross-promote)
  • Provide “FREE” takeaway (popular event slides, in-house recap of event with notes, 5 slide PDFs by request, etc.) strictly for attendees
  • Provide 1 standard “FREE” item for non-attendees to encourage their participation in future event
  1. Establish ourselves as an information hub for my organization's industry
  • Share relevant industry news, information (using outside sources, along with IAFC publications)
  • Share information about IAFC programs, initiatives and events (photos, videos, testimonials, general information)
  • Share event logistical information (registration, location, dates, times, schedules, etc.)
  • Share available promotional offers, discount codes
  • Share #hashtag and/or event social media ID
  • Identify guest content creators (bloggers, active social media users); encourage with incentives (discounts, social shares, website profile, etc.)
  1. Promote relevant events, programs and events
  • Provide updates on logistical information (location changes, shuttle bus schedules, registration tips, in-person help location, etc.)
  • Share Frequently Asked Questions (FAQs) as they arise
  • Share photos, videos of event city, location, receptions (Tips: avoid drink photos and use Instagram filters to enhance photo quality)
  • Share quotes, topic discussions, and key issues – encouraging attendees to do the same

###Measurement

  • Use bit.ly to measure relevant content and link effectiveness
  • Use Google Analytics to follow IAFC website visits/conversions
  • Test and track social media engagement (Shares, retweets, favorites, etc.) for relevant, popular content (test, iterate often)

##Target Audience

  1. Determine conference target audience
  • What job titles are we looking for? Regional areas? Demographics?
  • Determine most effective social media outlet(s) for event audience
  • Add social media “handle” input option on registration forms
  • Use information from IAFC Social Media Use Survey
  1. Research outside groups with social media presence to partner with for further engaging target audience

###Measurement

  • Accumulate registration list; cross-reference registrant demographic information (title, location) with preferred target audience.
  • Use social media form input data to determine preferred social media outlet
  • Maintain ongoing checklist of relevant groups for outreach to target audience

##Integration

  1. Establish hashtag (#MyCoolEvent, #OMG2016, etc.) for events
  2. Determine primary and secondary Twitter handle for updates
  • Primary handle for events is @EventName
  • Secondary handle would be @MyCompany by default, or cross-promotional handles like @OurEvents or @ThisParticularEvent
  1. Share social media outlet information (links, handles, hashtags, etc.)
  • Add to email newsletters, website header/footer, print brochures, signage
  • Add “Share” option for social media outlets on event web pages
  • Add short URL to signs, badges, print brochures
  • Encourage event partner, sponsor, attendee participation, sharing

###Measurement

  • Verify relevant social media links are shared across print, web mediums
  • Follow usage of event hashtag for feedback, relevant links

##Culture Change

  1. Research widespread industry usage
  • Create Social Media Use surveys (Individuals + Companies)
  • Gather engagement statistics across social media outlets
  1. Establish staff policy for posts
  • What tone of voice for posts on FB, Twitter?
  • Should we tag posts with initials of employee (i.e. -TH or -Tim)
  • Should we write names of authors on blog posts? Measurement
  • Social Media Use survey information
  • Create basic posting rules of engagement, tone, style
  • Create list of examples w/ additional info

##Capacity

  1. Assign roles for posting to FB, Twitter (blog… soon) on an editorial calendar
  2. Create content calendar for specific posts across social media outlets
  • Include post title, text, theme, and specific outlet – tones should vary depending on the social media outlet

###Measurement

  • Create social media document assigning roles
  • Conduct instructional meeting with departments
  • Review conference attendance compared to social media participation

##Tools and Tactics

  1. Use bit.ly to track shared links
  2. Use Google Analytics to track web visitors
  3. Use TweetDeck and/or Owl.ly to schedule posts across different social media outlets
  4. Create and maintain go-to “guest content creators” for events
  5. Share testimonials each month on social media
  6. ReTweet, Share and “Like” articles to generate buzz

###Measurement

  • Track popular links to determine relevant content
  • Create list of guest content creators, cross-referenced with topic specialties

##Experiment

  1. What is our first social media campaign to track?
  2. How will we learn from said campaign for our next campaign?
  • Write down successes
  • Write down challenges
  • Ask or listen to people who we connect with about what worked and what didn’t
  • Watch other nonprofits and copy and remix for next project
  1. Implement items learned in next campaign

##Other Resources

I read on the interwebs a bunch. I'll try and list as many helpful resources I've used that helped put this together. Feel free to reach out if you have others

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