3/25/2019 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 1 Je ff Pa bst, MBA, CRC E duc a tio n & Outre a c h Co o rdina to r Misso uri L o c a l Go ve rnme nt E mplo ye e s Re tire me nt Syste m 2 1
3/25/2019 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 3 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 4 2
3/25/2019 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? 5 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 o ur we b site a nd to e xte rna l c o nte nt tha t suppo rts o ur b usine ss o b je c tive s. 6 3
3/25/2019 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 ? 7 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 o 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 ? 8 4
3/25/2019 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? 9 L AGE RS Aud ie nc e 10 5
3/25/2019 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? 11 De ve lo ping Yo ur Pla n 12 6
3/25/2019 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 13 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 o rg a niza tio n. 14 7
3/25/2019 Po sting T ips: E duc a ting Yo ur T a xpa ye rs 15 Po sting T ips: E duc a ting Yo ur T a xpa ye rs 16 8
3/25/2019 Po sting T ips: Blo g g ing E duc a ting Yo ur T a xpa ye rs 17 Po sting T ips: Be IN the Mo me nt 18 9
3/25/2019 Po sting T ips: Sha re Yo ur Me mb e rs Sto rie s 19 Po sting T ips: And YE S, it’ s OK to b e F unny 20 10
3/25/2019 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 21 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 22 11
3/25/2019 Use F re e T o o ls! 23 Use F re e T o 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 24 12
3/25/2019 Re vie wing Yo ur Pla n • Use Ana lytic s 25 Re vie wing Yo ur Pla n • Use Ana lytic s 26 13
3/25/2019 Ho w to I nc re a se F o llo we rs • F o 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 o llo w / Sha re Ad s • Mo ving in this d ire c tio n 27 Do we ne e d a so c ia l me dia po lic y? • F o 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 • 28 14
3/25/2019 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 15
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