social media 101
Post on 21-Nov-2014
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INTRO TO SOCIAL MEDIA
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According to the standard encyclopedia definition:
“Social media is the sharing and discussion of information by humans.”
WHAT IS SOCIAL MEDIA?
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In simpler terms, it’s the conversation neighbors have had with each for years, just in a format that allows more than
two people to benefit and learn!
WHAT IS SOCIAL MEDIA?
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Spending on social media and “conversational marketing” – albeit still in their nascent stage – will surpass traditional marketing spend by the end of 2012.
-TWI Surveys, Inc
WHY SHOULD I CARE?
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Potential benefits of social media:
> More engaged target audience> Turn loyal supporters into ambassadors with a platform to share from> Additional fundraising opportunities> Ability to reduce customer service expenses> Communicate efficiently with target audiences
WHY SHOULD I CARE?
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Q. Which one is better?
A. Both.
SOCIAL VS. TRADITIONAL MEDIA
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A well-rounded campaign includes elements of both – all working together within an overall marketing approach or strategy!
SOCIAL VS. TRADITIONAL MEDIA
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– Blogs– Facebook– Twitter– YouTube
POPULAR SM VEHICLES
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BLOGS
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A blog is a journalistic Web site updated frequently on aconsistent thread of topics designed to share information, opinionsand emotions.
WHAT IS A BLOG?
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ONLY GEEKS BLOG, RIGHT?
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– Every niche has online influencers– Online buzz about a site or brand is priceless– Blogs deliver invaluable market research– Blogs can create a community of brand ambassadors– Blogs index well with major search engines– Don’t have to rely on another medium to deliver the message
WHY DO BLOGS MATTER?
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WHAT MAKES A BLOG WORK?
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– Ensure you want to do it for a purpose, not because everyone else has one– Select a free or inexpensive site template– Decide the tone, messaging and purpose of the blog– Choose an author(s)– Develop a calendar of post topics– Be prepared to be flexible and responsive
HOW CAN I CREATE A BLOG?
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If you’re not, your friends probably already are:
ARE YOU ON FACEBOOK?
More than 150 million active Facebook users and companies, 36 million from the United States
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– Facebook is a free-access social networking site that allows users to join networks organized by city, workplace, school and region to connect and interact with other individuals
WHAT IS FACEBOOK?
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– Interaction level
– Brands are welcome
– Wide demo use
– Real-time access to supporters
WHY DOES FACEBOOK MATTER?
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– Profile page
– Fan Groups
– Viral Videos
– Pieces of Flair
HOW CAN COMPANIES USE IT?
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– Twitter is a real-time communication system that limits users to 140-character communications to their list of followers
WHAT IS TWITTER?
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“Retweet”
A LANGUAGE ALL ITS OWN
“Twaggle”
“Tweet”
“Twoosh”
“Tweeter”“Twitosphere”
“Tweeple”
“Tweeps”
“Twead”
“Tweet-back”
“TweetUp” “Twofor”
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– Twitter is quickly becoming this year’s Facebook – the hot social media vehicle
– Between 2-3 million active users
– Consumers, professionals, potential volunteers, media, brands, elected officials…maybe even you
WHO WOULD DO THIS?
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– Pitching media– Promoting events– Sharing news– Recruiting volunteers– Advocacy efforts
HOW CAN COMPANIES USE IT?
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– Reserve your Twitter handle
– Build your profile page
– Create a “twaggle” by following those individuals your friends and colleagues are following
– Search via Twellow.com or Summize.com
HOW DO I GET STARTED?
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YOUTUBE
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YouTube has quickly become adored for its wealth of humorous videos but there is more out there:
> Education opportunities> Emotional campaigns> Awareness building
MORE THAN JUST FUNNY VIDEOS
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Before jumping into the YouTube fray, make sure you have a reason for doing so – how can it help you?
> Log on and secure a branded channel for free
> Populate with existing videos, don’t have to be professional (sometimes better if they’re not)
> Drive people to it for education, awareness, fundraising or marketing purposes
A QUICK USERS GUIDE
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WHERE DO WE GO FROM HERE?
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It can seem a bit overwhelming at first, but with a strategic approach, a social media campaign is very manageable:
– Listen to the conversation– Review and analyze learnings– Engage if and when it makes sense– Monitor and adjust– Measure results
NOW WHAT?
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– Skipping the first step – listening – can be a critical error. – To help our clients with their introductory social media needs, we’ve turned to…SMORES!
FOOLS RUSH IN
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Some final thoughts to remember:
> Be willing to let go of total control
> Monitor. Test. Adjust. Repeat.
> Social media is not solely a marketing function
> Enjoy the 1 to 1 interaction with your audience
FOOD FOR THOUGHT
QUESTIONS?Ray Hancart
Fahlgren Mortine Public Relations@rhancart on Twitter
ray.hancart@fahlgren.com614-383-1615
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