social media implementation

Social Media Marketing: Implementation

New Leaders Council May Institute: New Media

May 16, 2015Houston, Texas

Stacey Burke Attorney/Owner

415 Westheimer, Suite 209AHouston, Texas 77006 Office (713) 714-8446Fax (877) 314-9990

[email protected]

www.staceyeburke.com

Social Media Implementation Topics

• Social brand identity• Policies, procedures, and ethics• Tools• Tactics• Reporting


Social Media Marketing: Top Four Channels

• Facebook – Largest online social network• Twitter – Real-time news and viral sharing• LinkedIn – Online professional resume and best

professional networking tool• YouTube - Google owns YouTube and it is the

second most used search engine online


SOCIAL MEDIA BRAND IDENTITY


Social Media: Initial Setup• Facebook - Make sure your entity has a “Page”

not a “Profile” or a “Group”• Twitter - Brand your profile, including your

handle and link back to your website• LinkedIn - Link up your Employment section to

the appropriate Company Page(s), and build out your Company Page

• YouTube – Upload a channel design and name your channel consistent with your entity name


Social Media BrandingSocial media channel design:• People use social media channels as search

engines (i.e. Facebook search, YouTube search)• Would you want to show up in social search

with a page/channel/account that is not customized and therefore does not showcase what your firm has to offer? No. So treat each one like a freestanding website, because each is its own digital asset.


Social Media: Channel Design and Branding

• Design channel in line with the branding of your other digital assets – same look and feel with regard to colors, logos, logotype, etc.


SOCIAL MEDIA POLICIES, PROCEDURES, AND ETHICS


Social Media: Don’t “Set it and Forget it”

• ETHICS– Failure to timely respond to communications

• MISSED OPPORTUNITIES– Missing donors, media inquiries, etc.

• REPUTATION MANAGEMENT– Bad feedback left unaddressed in public

• BASIC MANNERS– Connection requests left unanswered can be

perceived as rude


Social Media: Policy and Protocol• Use a professional voice and tone• How to respond to existing relationship

communications• How to respond to new potential relationship

communications• How to respond to other groups’

communications• How to respond to media and press

communications


Compliance with Industry-Specific Advertising Regulations

• Legal – State Bar of Texas Advertising Review Rules– http://bit.ly/TexasBarRules

• Medical – Texas Medical Board Advertising Rules– http://bit.ly/TexasMedicalBoard


http://bit.ly/TexasBarRules

http://bit.ly/TexasMedicalBoard

http://bit.ly/TexasMedicalBoard

Social Media: Staff Training• Draft a social media policy for your entity and

train everyone with access on its use• Remind employees that when they use their

entity email address or associate themselves as employees of the entity on social channels, they must adhere to your standards for appropriate conduct.

• Be specific and explicit about what you want


SOCIAL MEDIA TOOLS


Tools You Need• Community

Management– Hootsuite– Buffer– Sprout Social

• Community Insights– Mention– Google Alerts– SocialMention– Topsy

• Visual Content– Piktochart– Over– Canva

• Analytics– Twitter Ads– SumAll– AddThis– Bitly


SOCIAL MEDIA TACTICS


Social Media Marketing TacticsWhat You Can Share• Content• Imagery• Video• Podcast• Email

How to Share It• Post timing

– Not on weekends or at night.– Facebook between 1-4pm, peaking at 3pm. – Twitter is busiest 1-3pm Monday through

Thursday.– LinkedIn midweek around noon and again

at 5pm.

• Self-promotional ratios 80/20• Hashtags – hashtagify.me • Integration

– Website– Collateral


Social Media Audience Building• Connect with influential users in your space and

interact with them to get them to share your content to their large following

• A core strategy for audience building involves segmentation.– On Twitter, you can segment those you follow or monitor

in Twitter Lists (i.e. media connections, Wisconsin construction companies).

– On Facebook, you can purchase advertising that shows your Page or Post to a designated population subset (i.e. show an Ad for my free legal clinic page or its posts to potential volunteer lawyers).


SOCIAL MEDIA REPORTING


Monitor Your Metrics• Do all of your websites have active, current

Google Analytics code?• Do you track social media Key Performance

Indicators (KPIs)?• Do you conduct monthly, quarterly, and/or yearly

reviews of your marketing metrics to adjust expenditures?


Google AnalyticsGoogle Analytics and Webmaster ToolsMind Over Metrics = NO, you can’t guess better than the reports will tell

you

Know the basics so that you can have an intelligent conversation with your vendors:

• Bounce Rate - the percentage of visitors who leave your site after only viewing one page

• User Behavior - information on the behavior of your visitors while they are on your website

• Acquisition – how web searchers come to find your site (AdWords, social media, organic search)


Social Media: Monitoring and Metrics• Track metrics for social media just as you would

for any expenditure. Those metrics can include:– Audience Growth/Overall Reach– Engagement– Donations– Subscriptions– Visits to Websites– Conversions– Influence


Social Media: Monitoring and Metrics


My PowerPoint presentations:SlideShare.net/StaceyBurke


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