beyond 2.0: using social media effectively

Beyond 2.0: Using Social Media

Effectively

Sandra FernandezManager of Public Relations

Houston Public Library

Social Media Landscape

Beyond 2.0

Social Media Landscape

Beyond 2.0

4 Ps of Social MediaPreparePick your networkPay attentionParticipate

Beyond 2.0

Prepare for the crisis before it happens

Beyond 2.0

Prepare: Questions to Consider

5 Ws&1 H

Beyond 2.0

Prepare: Questions to ConsiderWho?What?When?Where?Why?How?

Beyond 2.0

Prepare: Questions to Consider Why?

Why is social media important?

Beyond 2.0

Prepare: Questions to Consider Who?

Who are you trying to target? Customers Potential customers Media Industry

Who is part of your network? Media Colleagues Friends Clients

Beyond 2.0

Prepare: Questions to Consider What?

What is your objective? Fans, comments, subscribers,

new customers, engagement levels, responses…

What are you going to measure against? What are you using as a

benchmark?

Beyond 2.0

Prepare: Questions to Consider When?

When are you going to post? When are you going to look at your

metrics? Where?

Where in social media will you start? Where will you “look” for customers,

connections, friends?

Beyond 2.0

Prepare: Questions to Consider How much?

How much of your resources are you going to invest? Do you have money to spend?

most things are free, but not everything do you have a budget for accounts, equipment,

access? People

Who is going to monitor/participate social media? Will this need to be added to their job

descriptions? employee evaluations?

Beyond 2.0

Prepare: Strategy Make it part of your overall

communications plan: Integrate social media into your editorial

calendar for consistent publishing Integrate social media into your crisis

communications plans Make sure your updates are in line with the

priorities and messages of your organization

Beyond 2.0

Prepare: Strategy Create engagement strategy

Comments, feedback, wall posts, photos, tagging May also need policy

Time issues How quickly can you respond? How much time will this take?

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Prepare: Policies & Procedures Do you have official policy? Who is empowered to respond? Which departments need to be

brought into the project? IT PR Customer Service

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Prepare: Equipment Are you behind a firewall? Can you

access the networks needed? Do you have a digital camera? video

camera? web enabled mobile phone? computer that will allow you to install tools such as TweetDeck?

Do you have mobile internet access?

Beyond 2.0

Prepare Other items

Make sure multiple people have access to networks

Make sure you have master file of access logins, with others aware of its existence and location

Beyond 2.0

Pick your network Choose your social media networks

Pick one based on your targets Social Networks – Facebook, MySpace

Meeting, finding, connecting Multimedia – YouTube, Flickr, Slideshare

Sharing, learning Bookmarking – Delicious, Diigo

Link sharing, “the cloud” News – Digg, StumbleUpon

News sharing, opinion sharing

Beyond 2.0

Pick your network Pick one based on your targets, cont.

Reviews – Yelp Sharing reviews of companies, services

Geolocation – Gowalla, Foursquare, Facebook Places Checkins, reviews, badges, mayorships

Blogs – Blogger, Wordpress, Tumblr Opinion sharing, news sources

Microblogs – Twitter, Yammer Sharing short updates

Wikis – Wikipedia Collaboration

Beyond 2.0

Pick your network Open personal account

Get comfortable Start!

Beyond 2.0

Pick your network Create plan for your organization

Open organizational account. Start!

If your resources are available, pick another and start there.

Beyond 2.0

Pick your network TIPS

Complete your profile This is how people find you and how you

find others Choose a good profile picture

Make sure you can be recognized Must reflect your business/industry

Beyond 2.0

Pick your network Build your network

Friends & colleagues -- find your friends via email, other networks, friends of friends

Media Contacts -- search Directories:

Twellow Industry listings

Beyond 2.0

Pick your network

Start Today!

Beyond 2.0

Pay attention Listen to what’s being said about

your organization, your industry (RSS feeds) Twitter Search Google Search (blogs & news) Technorati

Beyond 2.0

Pay attention Who are others following, talking

about Friend your friend’s friends

What is being said about your topic Watch the trends

Connect strategically “Like” the right pages “Follow” the right accounts

Beyond 2.0

Pay attention Know your target audiences

What networks do they use? What language do they use?

Casual? Formal? Texting? What information are they looking for in

social media?

Beyond 2.0

Pay attention: Tools Monitoring

Social Mention -- www.socialmention.com

Twitter Search -- search.twitter.com Twitlerts -- www.twilert.com HyperAlerts -- www.hyperalerts.no Hashtracking -- www.hashtracking.com

Beyond 2.0

Participate Respond to questions, clarify, add

more info Contribute to the conversation

Press releases aren’t enough Start a conversation

Ask questions Call to action

Beyond 2.0

Participate: Tools TweetDeck – www.tweetdeck.com HootSuite – www.hootsuite.com Seesmic – www.seesmic.com PostPlanner --

www.postplanner.com

Beyond 2.0

Participate: Tips Learn best practices for your

network and your audiences How often do you need to post to

communicate effectively? What times/days do you need to post?

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Participate: Tips Add content from other sites Don’t forget to use keywords Remember to use Multimedia

whenever possible – photos, audio, video, links with excerpts

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Tips: Blogging Learn to read your traffic

What content is the most popular? What keywords are readers using to

arrive at your blog? How long do they stay on your site? Where in the world are they?

Comments on other blogs Create an editorial calendar and

stick to itBeyond 2.0

Tips: LinkedIn Find affiliation groups, company

pages and join or follow Ask for introductions Participate in the Questions section Get and give recommendations Customize your URL Learn to use advanced search to

find peopleBeyond 2.0

Tips: Facebook Create lists to segment your friends Find affiliation groups, relevant

pages and join or like Watch your privacy settings

(personal profile and business page) Custom USERNAME Use notifications to retain history Ask questions/use polls

Beyond 2.0

Tips: Twitter Create lists to manage your stream Use a link shortener account

BIT.LY URL Shortener -- http://bit.ly/ OW.LY URL Shortener (HootSuite) --

http://hootsuite.com

Beyond 2.0

Tips: Twitter Learn Hashtags

#SMEM #hounews

Find a Twitter Chat: http://bit.ly/findtwitterchats TweetChat -- http://tweetchat.com/

Beyond 2.0

Tips Learn to “speak” measurement

Things you start measuring today, for FREE (or little money) + your time Audience

# of Followers/Fans/Subscribers Activity

# of posts/tweets/updates Engagement

Comments on your blog or your FB page and responses on Twitter # of mentions, # of retweets, # of conversations

Traffic/Reach Traffic to your blog – visits NOT hits Links to your site or social media channel Clickthroughs on the links you share with your networks Trackbacks, Sharing

Beyond 2.0

Tips Know your score

Klout -- klout.com TweetReach -- tweetreach.com Twitter Grader -- twitter.grader.com

Don’t automate your posts Schedule advanced updates

Beyond 2.0

Tips Publish on the weekend

The four best times for higher engagement rates among followers are at 4 a.m., 7 a.m., 5 p.m., and 11 p.m.

Write simply and plainly Use a real voice – not “press

release” speak Watch Your Post Frequency and

TimingBeyond 2.0

Tips The tool isn’t what’s important,

what’s important is how you use it. Be aware of what you’re trying to do.

It’s important to have a goal when approaching these tools.

Be aware of your limitations. Social media can be time intensive, and most of us have limited resources, so don’t try to do everything at once.

Beyond 2.0

Tips Get everyone on the same page.

If you begin engaging your audiences, then be prepared to start receiving complaints, suggestions and questions via those new channels, whether that’s your intent or not.

You will need to have public relations or community relations, information technology, and your organization’s customer service department all aware of the activities, and have made decisions on how you’re going to handle inquiries before you receive them.

Beyond 2.0

What I’ve learned

Learn from what you’ve done,

& adjust.

Beyond 2.0

Resources & Suggested Reading Twitter 101 for Business

http://business.twitter.com/ Twitter Rules of Conduct

http://support.twitter.com/articles/18311-the-twitter-rules

Contests Twitter’s rules for contests

http://support.twitter.com/groups/31-twitter-basics/topics/114-guidelines-best-practices/articles/68877-guidelines-for-contests-on-twitter

Facebook Promotions Guidelines http://www.facebook.com/promotions_guidelines.

phpBeyond 2.0

Resources & Suggested Reading Crisis Management Tips & Resources

http://www.theprcoach.com/crisis-communications-planning-management/crisis-management-tips-resources/

IACP Center for Social Media http://www.iacpsocialmedia.org Getting Started --

http://www.iacpsocialmedia.org/GettingStarted.aspx

Social Media 4 Emergency Management http://www.sm4em.org/

Beyond 2.0

Resources & Suggested Reading Articles

Emergency Managers: Social Media Tactics to Protect Your Organization, According to Emergency Management Consultant Lucien Canton http://www.ereleases.com/pr/emergency-

managers-social-media-tactics-protect-organization-emergency-management-consultant-lucien-canton-54479

“Social Media in Disasters and Emergencies” survey by American Red Cross: http://www.redcross.org/www-files/Documents/

pdf/other/SocialMediaSlideDeck.pdf

Beyond 2.0

Q&A Questions?

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Where to find me sandra.fernandez@houstontx.gov www.SandraSays.com

www.twitter.com/sandrasays www.facebook.com/sandrasays

www.twitter.com/houstonlibrary www.facebook.com/houstonlibrary

Beyond 2.0