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  • Social Media Playbook 1

    SOCIAL MEDIA PLAYBOOK An Educator’s guide to a winning social media strategy.


  • Social Media Playbook 2Table of Contents

    Social media is more than just marketing. Social has a big place in marketing but it

    is also an important part of customer service, sales and ultimately customer satisfaction.

    > The purpose of this Playbook is to help you put together a social media strategy that best fits your goals and objectives and engages moms.

    Social Media Playbook 2

    3 InTrOduCTIOn



    11 Pages

    12 Posts

    13 Ads

    14 Tips

    15 Analytics

    16 When to Use Facebook

    17 YOur TwITTEr PLAY

    18 Tips

    20 Getting Started

    21 YOur BLOggIng PLAY

    24 COnCLuSIOn

    Look for this Mom symbol. This directive icon is used throughout this playbook to point out helpful tips and other important information about moms and social media.

  • Social Media Playbook 3Introduction

    “The goal isn’t to be good at social media. The goal is to be good at business because of social media.” JAY BAER, SOCIAL MEDIA STRATEGIST AND AUTHOR


    It’s time to recognize social media for what it is – a tool. It’s like a phone or a computer or a website; it’s simply a means to an end. And just as you wouldn’t try to run your organization without a computer, neither should you run it without social media. We integrated websites into our businesses in the 90s, and we’re integrating social into our businesses today. It’s as simple as that.

    But for many, it’s really not that simple.

    Maybe your organization is stretched too thin across too many social media platforms, wondering if your time is well spent. Or you’re overwhelmed with the hundreds of platforms and have barely gotten started. Perhaps you’re happy with your social position, but can’t figure out if it’s moving your organization forward.

    We can help.

    With this Playbook, we’d like to help you review (and perhaps retool) your social strategy, find the platforms best for your program and learn how others are implementing social into their operations. For those with a successful social presence, we’ll present advanced concepts and best practices, and highlight how ACTIVE Network can help integrate social into all your activities.

    It’s important, as well, to look ahead. Many would agree that social initiatives will have a deeper penetration into your organization in the very near future. “People often use the general term ‘social media’ to represent ‘social media marketing,’ but there is so much more to it than that,” says Justin Ramers, Director of Digital and Social Media for ACTIVE. “Social has a big place in marketing, to be sure, but it also is an important part of customer service, research & development, sales and ultimately customer satisfaction. It can do more than just market your school.”

    – Social is about the individual. Your target market is moms, who are as social as teenagers when it comes to digital habits. Today’s moms are very comfortable having ongoing conversations with the brands they use.

    – Social is about continued engagement, better understanding and better intelligence. Moms will tell you what they want, if you’re willing to engage and listen.

    – Social allows you to provide better value with more relevant and targeted content – which drives a more valued, deeper relationship with moms.

    “At its core, social is about building relationships with your customers and prospective customers.”

    Social Media Playbook 3

  • Social Media Playbook 4Social Media Playbook 4diagramming Your Social Media Strategy

    Only 34% of companies surveyed felt their social strategy was connected to business outcomes.

    That leaves 66% active in social media without their efforts being grounded in business goals.

    Altimeter group’s March, 2013, Evolution of Social Business report

    More than a century ago, Philadelphia merchant John Wanamaker famously quipped, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”

    The same could be said today about the resources spent on social media – much of it is wasted. (And often, more than half.) Like most, you’ve probably got a Facebook page, and maybe a Twitter account. Could be you blog or have your own Pinterest Board. And maybe you’re feeling pretty good about your 3,000

    “likes” and 500 followers.

    But what are you accomplishing with your likes? Have they converted to more class registrations? Which of your followers are using their own networks to evangelize on your behalf? And, most importantly, do you even know how to find the answers to these questions?

    The sad fact is most of us are using social media without a strategy, without goals and without measurement. We’re wasting much of our time.

    Without a strategy, goals and well-planned tactics, you could be spending all your time on Twitter, while potential customers are on Facebook – having a wonderful conversation with your competitor.

    “Social media is simply a tool to solve old business problems in new ways,” explains Ramers. “The tools themselves shouldn’t be the focus since they can change constantly. What’s important are the foundational strategies of your business and how you can leverage social media to achieve success.”

  • Social Media Playbook 5diagramming Your Social Media Strategy


    Know your goals and identify them because different social media tools will work best for each one. Social starts with awareness, builds to trust, loyalty and, finally, conversions.

    Business goals: Before you can write your social media strategy, you need a clear understanding of your business goals. What is your organization trying to accomplish this year?

    ͽ Are you launching a new initiative?

    ͽ do you want your school to be seen as the education leader in your field?

    ͽ do you want 50 new students this year?

    These are the goals that will drive your social media strategy. And it’s important to identify them because different social media tools will work best for each one.

    It’s also essential to recognize that creating social strategies is about building long-term relationships with your customers. It’s a slower process than many recognize. Results will not be immediate. Social starts with awareness, builds to trust, loyalty and, finally, conversions.

    Program goals: Though you certainly may have separate program goals – increase class or clinic registrations by 10 percent, grow sponsor investment 20 percent, etc. – your program goals should also tie to your organization’s business strategy. For instance, if your business goal is to get 50 new students this year, what will you do to help make that happen? And how can social media support you?

    Be aware, too, that social media is not just about marketing. You can also use social media to improve the experience of parents during your school sessions.

    “That’s the biggest misnomer about social media – that it’s just for marketing,” says Ramers. “Yes, social media marketing is important, but social media can also create better engagement with parents.”

    Customer service is another key social media function. It’s not uncommon for social-enabled schools to get messages from parents on a social media platform about supply lists, after-care services, etc. And parents expect fast replies and action.

  • Social Media Playbook 6diagramming Your Social Media Strategy

    Social Media Strategy Armed with your business goals, you can now start to write your social media strategy – but keep your objectives realistic and measurable. And don’t bite off more than you can chew – one or two goals will do it. These are typical – and reasonable – types of goals organizations set for their programs:

    ͽ Establish your school as a leader in your community.

    ͽ Establish your school as an education expert.

    ͽ Increase your school’s visibility in search results.

    ͽ Increase the number of new students.

    ͽ Increase the rate of return students.

    ͽ Increase the spend of returning students.

    ͽ gather more information about students/parents – education needs, service needs, spending plans, etc.

    ͽ Expand the reach of the school through the advocacy of students/parents.

    ͽ Expand awareness of the school to niche audiences.

    ͽ Build a stronger presence in your local community.

    ͽ drive more registrations to specific programs or sessions.

    Social Media Tactics The most important thing to remember as you ramp up your social media efforts is that you’re trying to build relationships. You’re talking with people, not at them. Think ping pong, rather than archery!

    ͽ Build your profile on your chosen platform.

    ͽ Make sure your social channels are integrated with your website.

    ͽ Start following the people who are talking about youth activities or education.

    ͽ Start commenting on blogs, Twitter, Facebook, etc. Just add your two cents.

    ͽ Start making posts of your own. Your voice should be authentic, transparent and eng


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