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Building Your Brand and Meeting Your Mission Using Social Media October 4, 2013

The Rules of Engagement. Building Your Brand and Meeting Your Mission Using Social Media October 4, 2013. The Case for Online Engagement. Reinforce credibility Enhance ability to deliver on mission Recognize & nurture your member community Make you better at your job!.

stephen-hester
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Building Your Brand and Meeting Your Mission Using Social Media October 4, 2013

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  1. The Rules of Engagement Building Your Brand and Meeting Your Mission Using Social Media October 4, 2013

  2. The Case for Online Engagement • Reinforce credibility • Enhance ability to deliver on mission • Recognize & nurture your member community • Make you better at your job!

  3. What do you mean, “engagement?” • What is IS: • Give and take • Mutual exchange of value • What is ISN’T: • The number of Likes or Followers you have

  4. Setting Goals: How Can Social Media Help Further Your Mission? • Sample Goal: Increase attendance at brown bag lunch events • Social media strategy: Generate buzz leading up to event by creating a #hashtag, blogging about the topic/presenter, and creating/promoting a Facebook event. • Sample Goal: Enhance resources for job-seekers • Social media strategy: Host a monthly Twitter chat, curate job-seeking tips and post to Facebook, invite members to guest blog on their career paths & tips.

  5. Setting Goals: How Can Social Media Help Further Your Mission? Group Brainstorm: What are 2-3 goals for your chapter in the coming year? What social media strategies could you use to help meet these goals?

  6. Covering the Basics • ONE: Look the part • Good visuals are key! • Follow guidelines on sizes to prevent mishaps • Be consistent across platforms

  7. Covering the Basics • TWO: Strive for consistency • Users have different expectations on different channels • Time-saving tools can help with this (more on that later!) • THREE: Post content that is appropriate for each channel • No auto-linking! • Tweak same content for different platforms

  8. Covering the Basics • FOUR: Listen & respond appropriately

  9. What Channels Should We Be On? • Facebook • Twitter • LinkedIn • Blog • Instagram*

  10. Facebook

  11. Twitter

  12. LinkedIn

  13. Blog

  14. Instagram

  15. Your Content Strategy • Don’t make it all about you! • Curate & share links from elsewhere on the web • Be a generous & reciprocal community member

  16. Your Content Strategy • Be mindful of what your community wants to see • Visuals, infographics, multimedia • Humor, memes

  17. Your Content Strategy • Stock your content pantry • Plan in advance using an editorial calendar • Re-purpose content from events, newsletters, etc.

  18. The Secret Sauce to Growth: Integration • Integrate with other communications channels • Recognize “power users” • Make sure to link and sync • Create a “second screen” experience to extend conversation • #hashtags at events • Collect & feature user-generated content

  19. Time-Saving Tips • Create a calendar in advance • Stockpile content that can be repurposed • Supplement this with real-time curation • Utilize a social media dashboard (e.g. Hootsuite, Tweetdeck) • Schedule posts in advance** • But don’t cross-post!

  20. How do you know if it’s working? • Remember your goals! • Create objectives that can be easily measured • Sample measurement tools • A spreadsheet • Google analytics • Hootsuite / Tweetdeck • Facebook Insights • Socialmention.com

  21. Center for Social Impact Communication Georgetown University Julie Dixon640 Massachusetts Avenue NWWashington, DC 20001 202.687.8552jld227@georgetown.eduhttp://csic.georgetown.edu Twitter: @jdldixon / @georgetowncsic

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