Uploaded byMike Petroff
Social strategy: Thinking beyond today’s posts
The document presents a comprehensive social media strategy emphasizing community development, authentic engagement, and effective content management. It outlines practical tips on writing style, content organization, and the integration of analytics and tools for monitoring social media effectiveness. Additionally, it discusses governance models for distributing responsibilities and maintaining consistency across social media efforts.
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Social strategy: Thinking beyond today’s posts
- 1. Social strategy: Thinking beyondtoday’s posts Mike Petroff Digital Content Strategist, Harvard University @mikepetroff | #ConfabEDU
- 2. Mike Petroff! @mikepetroff ! Digital ContentStrategist at Harvard University Enjoys: GIFs, reddit, sleep (new dad)
- 3. Let’s look at socialmedia strategy
- 4. Our social mediastrategy is to ___________ develop community listen to our community engage with our audience establish a brand voice amplify authentic stories
- 5. Our social mediastrategy is to ___________ “Enhance the customer experience by facilitating authentic conversations” “Ignite the existing community and attract new members by amplifying the experience with relevant and engaging content” “Target influencers with engaging assets to act as platforms for conversation”
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- 8. What we actuallydo… “Please post this on Twitter because our students never check their email.”
- 9. What we actuallydo… Why, Facebook, why? ▼ 27.2% from last week ▼ 54.6% from last week
- 10. Everything is important,every day. source: littleanimalgifs.tumblr.com
- 11. Stop. Breathe. Thinkbigger.
- 12. Social media strategy… meetcontent strategy. source: arlopear.tumblr.com
- 13. The Content StrategyQuad And the angels sing.
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- 20. Substance What do wesay, how do we say it, and why do we say it? source: pandawhale.com
- 21. Tip #1:! Develop anddistribute a writing style guide for social media.
- 22. Include:! Abbreviations, acronyms, common campusvernacular, titles/positions, formatting, etc.
- 23. Example: Always use 'sentencecase' when posting, not title case. Here's a good tool to convert cases: http:// convertcase.net/
- 24. Tip #2:! Consider notonly the ‘voice’ of your social media account, but the variety of voices that represent your school.
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- 26. Consistency is important.Deviate only when there is a specific purpose.
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- 28. Tip #3:! Tailor yourwriting style to generate the intended outcome.
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- 30. http://bit.ly/share-fast-slow People constantly switch betweenfast and slow thinking modes.
- 31. http://bit.ly/share-fast-slow On social media,people are mostly guided by the fast mode.
- 32. http://bit.ly/share-fast-slow The more intensean emotion is, the more likely a story will be shared.
- 33. Ask yourself:! How dowe balance social content for both fast and slow thinking modes? Is this post meant to drive clicks, or shares? What emotions will the reader feel?
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- 35. Structure How should weorganize content for social media? source: thisiscolossal.com
- 36. Tip #1:! Get toknow your metadata: Facebook Open Graph and Twitter Cards.
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- 39. Your audience couldbe your best distribution engine. Make your web content transition seamlessly into social media.
- 40. Tip #2:! If somethingworks, make a template.
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- 43. Examples: University of Florida BostonBruins Human Rights Campaign
- 44. Tip #3:! Establish ananalytics tagging structure.
- 45. TAG ALL THELINKS!! ! ! source: reddit.com
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- 48. Example: utm_source:! • twitter • facebook •googleplus • linkedin utm_medium:! • social • email utm_campaign:! • hu-twitter-general • hu-twitter-harvardyale • haa-twitter-general • hu-facebook-general
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- 50. Google Analytics: • trafficfrom owned social • new/returning visitors • sources that generate social sharing • mobile/desktop
- 51. Workflow What tools andprocesses do we need? source: pandawhale.com
- 52. Tip #1:! Find asocial media management platform that works for your team.
- 53. source: business2community.com We’re notlimited on tools. We’re limited on time.
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- 55. Tip #2:! Use aneditorial calendar. If you don’t have one, start one tomorrow.
- 56. “But, which toolshould we use?”! ! ! source: www.gifbay.com
- 57. Start with GoogleDocs. Seriously.
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- 59. Tip #3:! Outreach andinfluencers should be part of your workflow.
- 60. Influencer lists Google Alerts Topsy,SocialRank, etc Internal email lists Standardized ‘ask’ email for social campaigns PR team Gift officers Admissions Alumni
- 61. THE ASK: Invitationto participate. Provide details on how to join in. Be specific on the ‘ask’ and the date. ! HOW TO PARTICIPATE: Include relevant content that your audience can share, tweet, post, and/or hashtags to use. ! ENCOURAGEMENT: Include a line reminding them of the importance of the cause, and let them know that you hope to see more inspirational stories on social media.
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- 63. What should happen: Giverecognition, keep the campaign going.
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- 65. Governance How do wedistribute work? source:Office Space / Twentieth Century Fox
- 66. Distribution Models source: http://mapas.owje.com Distributed Individualdepartments have more freedom ! Innovation moves quickly ! Easy to get off the ground
- 67. Distribution Models source: universalhub.com Messageconsistency ! Policies govern ! Staff dedicated to social Centralized
- 68. Distribution Models source: GoogleMaps Guidelines and best practices over policies ! Strong sense of community ! Coordination of job responsibilities and requirements Coordinated
- 69. Things you candistribute: Content curation Content generation Campaign outreach Customer service Monitoring Analytics collection and more…
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- 71. Goal: You shouldbe able to take a vacation day without the worry that your social accounts will implode.
- 72. Don’t be theonly one holding the keys. source: gifbin.com
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- 74. Know what isworking, and where you need support.
- 75. Style guides Voice Emotion Metadata Templates Tagging SM Management Editorialcalendar Distribution Training
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- 77. Prioritize. Be happy. source:http://oh-whiskers.tumblr.com
- 78. Thanks!! Questions? Stories? Keep intouch: @mikepetroff mikepetroff.com linkedin.com/in/mikepetroff