How to Develop a Social Media StrategyThink P.O.S.T.

What is Social Media?

Any online platform or channel for publishing and disseminating user-generated content.1

Social media allows us to engage with and empower our communities.ConnectionAccess to information

1. http://heidicohen.com/social-media-definition/

Take it seriously!

Social media is widespread.In the U.S., social

networks and blogs reach nearly 80% of Internet users and represents the majority of Americans’ time online. 1

Half of all American adults are using social networking sites. 2

1. http://blog.nielsen.com/nielsenwire/social/2. http://www.pewinternet.org/Media-Mentions/2011/Half-of-American-adults-use-

Facebook- other-social-networks3. http://pewinternet.org/Reports/2011/Teens-and-social-media

Where Do You Start?

Develop a strategy that thinks about the big picture.Think P.O.S.T.

Social media is not about technology, it’s about relationships.People first!

People

Demographic information

Pew Internet and American Life Project

Social Technographic ProfileCreators,

Conversationalists, Critics, Collectors, Joiners, Spectators, Inactives

Surveys and focus groups

Select your target audience. Map out how and why your audience(s) use

social media.

Case Study: PeopleB2B Marketing

Males 35-44 years oldSpectators

LinkedInThe average user age

is 44 years old. 1

59% of users are male.

2

Your audience uses LinkedIn to market themselves and make professional connections

Objectives

Map out end goals.

Decide on how you want to interact with your target audience based on your organization’s end goal(s).ListeningTalkingEnergizingSupportingEmbracing

What kinds of interactions do

you want to have with your target

audience?

Objectives Case Study

Develop end goals:Develop relationships with

prospective customersProvide better customer

service to current customersLearn how you can provide

servicesBring your customers into the

process of shaping your products and services

Think about short term goals:Get 100 new customers through

social media

Strategy

Create a plan that starts small but has room to grow.

Think through the implications of your plan.Be honest about the

risks.

Generate buy-in.

Put someone in charge of managing your social media presence.

Plan for how your communication on social media

sites will accomplish your

end goal.

Policies

Develop user guidelines and policies for your organization.

Develop a crisis plan to respond to negative or harmful posts.

Provide training for all staff on effective ways to use social media.

http://socialmediagovernance.com/policies

Technology

Social media isn’t about technology, it’s about relationships.Select a technology that

enables community members to not only engage with your company but also with each other.

Select the technology based on your target audience.Research who uses it and

for what reason.

Analytics and Measurement

Use data to see if you’re meeting your end goal, and to make improvements.

On a monthly basis track interactions.Facebook: likes, shares,

comments, posts, people talking about this

Twitter: followers, mentions, retweets, DMs, clicks

Think Across Channels

Social media doesn’t exist on its own

Think through how your relationships on social media translate into real world relationships

Connect your email newsletter, website, offline relationships, and social mediaAll channels can

serve to enhance the other channels

How to Get StartedEducate yourself

Play with social media in your personal life

Conduct an assessment of your organizationDetermine how ready

your organization is to launch into social media

Decide on a budgetBased on your

organization’s social media business maturity level

Start slow to go farMost companies have

only had formalized social media programs for 2.5 years so you’re not too far behind 1

Begin with popular platforms like LinkedIn, Twitter and Facebook

Develop clear goals

1. http://www.web-strategist.com/blog/2011/02/25/social-business-its-like-the-internet-in-1997/

Case StudyProvide an internal

training to employees

Develop simple social media policies and guidelinesFocus on LinkedIn –

make sure everyone has a profile

Make sure the profiles are appropriate and professional

Put someone in chargeGather Analytics

Create a Company Page

Track where your new contracts come fromAsk how they heard

about youAsk if they’re on

LinkedIn

Put links to your LinkedIn Company Page on your website and other materials

Questions?

@ebkcd2

503-477-9221brittany@buildsocialconsulting.comwww.buildsocialconsulting.com

facebook.com/buildsocialconsulting

linkedin.com/company/build-social-llc