Using So c ia l Me d ia to E ng a g e & E d uc a te Sta - - PDF document

3/25/2019 1

Using So c ia l Me d ia to E ng a g e & E d uc a te Sta ke ho ld e rs

Je ff Pa b st, MBA, CRC E duc a tio n & Outre a c h Co o rdina to r

Je ff Pa bst, MBA, CRC

E duc a tio n & Outre a c h Co o rdina to r Misso uri L

• c a l Go ve rnme nt

E mplo ye e s Re tire me nt Syste m

1 2

3/25/2019 2

So c ia lno mic s

• F

a c e b o o k ha s mo re use rs tha n China ha s c itize ns

• 53% o f Mille nnia ls wo uld ra the r lo se the ir

se nse o f sme ll tha n lo se the ir te c hno lo g y

• 93% o f b uying de c isio ns a re influe nc e d

b y so c ia l me d ia

• Vid e o a c c o unts fo r mo re tha n 2/ 3 o f

mo b ile usa g e

So c ia lno mic s

• Our a tte ntio n spa ns a re shrinking

– Go ld fish: 8 se c o nd s – Huma ns: 7 se c o nd s

• Mo re pe o ple o wn a mo b ile de vic e tha n a

to o thb rush

• L

a rg e st g ro wing d e mo g ra phic o n T witte r is g ra ndpa re nts # se nio rsro c k

• 2 pe o ple jo in L

inke d I n e ve ry se c o nd

3 4

3/25/2019 3

So , yo u ha ve a so c ia l me dia pre se nc e …no w wha t?

Wha t a re yo u trying to a c c o mplish?

Stra te g ic Co nte nt Sta te me nt:

Use so c ia l me d ia a nd b lo g to d rive pe o ple to

• ur we b site a nd to

e xte rna l c o nte nt tha t suppo rts o ur b usine ss

• b je c tive s.

5 6

3/25/2019 4

So , yo u ha ve a so c ia l me dia pre se nc e …no w wha t?

Do yo u ha ve a pro c e ss in pla c e ?

De ve lo ping Yo ur Pla n

• I

de ntify yo ur Audie nc e s

– Me mb e rs – E

mplo ye rs

– T

a xpa ye rs

– L

e g isla to rs

– L

• c a l Po lic y Ma ke rs

– Re po rte rs

• Cre a te Pe rso na s

– Who a re yo u ta lking to ?

7 8

3/25/2019 5

So , yo u ha ve a so c ia l me dia pre se nc e …no w wha t?

Who is liste ning to yo ur so c ia l me d ia c ha nne ls?

L AGE RS Aud ie nc e

9 10

3/25/2019 6

De ve lo ping Yo ur Pla n

• Se t Go a ls

– T

he Purpo se o f o ur F a c e b o o k pa g e is ____

– T

he Purpo se o f o ur Blo g is _____

• Se t Rule s

– Who is a llo we d to po st? – Who is re spo nsib le to re vie w a ll po sts? – Wha t type s o f c o nte nt a re o ff limits? – Ho w o fte n will we po st?

De ve lo ping Yo ur Pla n

11 12

3/25/2019 7

Po sting T ips

• Ne ws a b o ut yo ur o rg a niza tio n
• E

d uc a tio na l I nfo rma tio n

– So me re la te d , so me no t. – I

nc lude s, b lo g po sts, vide o , info g ra phic s, pic ture s

• T

e ll yo ur me mb e rs’ E ve nts

• Sha re a rtic le s, re se a rc h, b lo g s re le va nt to

yo ur o rg a niza tio n

• L

ive Po sts

– Pho to s & L

ive vid e o fro m e ve nts

Po sting T ips

80/ 20 Rule

Ac c o rd ing to Co nte nt Ma rke ting I nstitute , 80% o f yo ur po sts sho uld NOT b e dire c tly re la te d to o r pro mo ting yo ur

• rg a niza tio n.

13 14

3/25/2019 8

Po sting T ips: E duc a ting Yo ur T a xpa ye rs Po sting T ips: E duc a ting Yo ur T a xpa ye rs

15 16

3/25/2019 9

Po sting T ips: Blo g g ing E duc a ting Yo ur T a xpa ye rs Po sting T ips: Be IN the Mo me nt

17 18

3/25/2019 10

Po sting T ips: Sha re Yo ur Me mb e rs Sto rie s Po sting T ips: And YE S, it’ s OK to b e F unny

19 20

3/25/2019 11

Wha t if so me o ne po sts a ne g a tive c o mme nt?

• Wha t a g re a t o ppo rtunity to re spo nd

po sitive ly!

• Vulg a r o r o the r ina ppro pria te

c o mme nts sho uld b e de le te d imme dia te ly

Putting Yo ur Pla n I nto Ac tio n

• Cre a te a simple E

dito ria l Ca le nda r

– He lps to o rg a nize id e a s, po sts, the me s – E

nsure s re g ula r, c o nsiste nt po sting

21 22

3/25/2019 12

Use F re e T

• o ls!

Use F re e T

• o ls!

F re e to o ls c a n he lp to a rc hive so c ia l me d ia po sts, c o mme nts, c o nve rsa tio ns

23 24

3/25/2019 13

Re vie wing Yo ur Pla n

• Use Ana lytic s

Re vie wing Yo ur Pla n

• Use Ana lytic s

25 26

3/25/2019 14

Ho w to I nc re a se F

• llo we rs
• F
• llo w o the r simila r o rg a niza tio ns a nd

re po rte rs

• Pro mo te so c ia l me d ia site s

– E

ma il Sig na ture s

– We b Site – Ho me Pa g e – Printe d Pub lic a tio ns – Spe a king E

ng a g e me nts

– L

ike / F

• llo w / Sha re Ad s
• Mo ving in this d ire c tio n

Do we ne e d a so c ia l me dia po lic y?

• F
• r e xte rna l use rs po lic y sho uld inc lude

– Wha t use rs c a n e xpe c t – Whe n/ ho w yo u will re spo nd to me ssa g e s – T

ype s o f c o mme nts tha t a re no t a llo we d a nd will b e re mo ve d

– Whe n so me o ne will b e b a nne d fro m site

• Ma y a lso wa nt inte rna l sta ff po lic y

27 28

3/25/2019 15

T a ke a wa ys

• So c ia l Me dia c a n b e a g re a t wa y to

g e t info rma tio n o ut a nd to e ng a g e sta ke ho ld e rs

• Ha ve a pla n & c o mmit to it
• Use fre e to o ls to he lp yo u

– But b e willing to put re so urc e s b e hind it to

b e fully suc c e ssful

29