CLINIC Social Media Strategy & Outlets
In this Clinic, we will cover: •
Definition of Social Media
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Basic Tips
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How to Create a practical Social Media Strategy
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Common Outlets, what they are used for and the Priority Practice for each Note: We will not go into the details of how to use each Outlet. That is potential subject matter for subsequent Clinics
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What do we mean by Social Media? o
2 Way Conversation
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Interactive and Sharable
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Virtual/Technology-based
Social Media Tips o
There is not one way to do Social Media. It’s more important to jump in and post stuff than it is to be so strategic that you miss opportunities to share bits of information in a timely manner.
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Connect with people. It’s a SOCIAL medium.
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Be conversational
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Post unique, interesting and fun things that are relevant to your organization’s Mission, Work and Thought-Leader perspective.
Clinic #2 • January 2012 For Public Image Works Class of 2011 Social Impact Studios • 215-922-7303 ennis@socialimpactstudios.com and james@socialimpactstudios.com
Preparation: •
Review Identity Section of Public Image Guide o
At Minimum: Complete and Review “Core Elements” portion
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Review your organization’s Priority Goals for the year or month or immediate needs X
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Ideally, your Social Media Strategy should be part of your overall Communication & Promotional Plan for the year. Be mindful of how the calendars overlap so you can make the most of your communication opportunities.
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Review your Primary Audiences. These are also who you are trying to reach through Social Media. Pick Outlets that are meaningful and used by those audiences. Secondary Audiences and their preferred Outlets should be a lower priority if addressed at all.
Creating a Social Media Strategy
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What are your specific goals for using Social Media? X o
Do you have any quantitative goals that you are trying to achieve? Why?
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Include fundraising goals if you plan to try fundraising Outlets
Who is in charge of the Social Media Strategy? X o
Who is allowed to post?
o Who does the actual work with the different Outlets? Identify the best people for each Outlet. You can do this during the Outlet Review below.
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What is your Voice? X
o Social Media voice is best if it is coming from individuals and has a genuine feel to it. But, what are the overarching guidelines? Humorous, thought provoking, serious, authoritative, youthful? •
Create a Social Media Policy o
What can’t you post?
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Who should people ask if they are in doubt?
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What is your policy for responding to comments about your organization in the world of Social Media?
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How can people use their own personal Social Media Outlets to promote the organization? What shouldn’t they do? Brief people on their responsibilities. Clinic #2 • January 2012 For Public Image Works Class of 2011 Social Impact Studios • 215-922-7303 ennis@socialimpactstudios.com and james@socialimpactstudios.com
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Capacity & Frequency o
Plan to engage with whatever main Outlets you choose on a weekly basis
o Which Outlets will be actively used and which ones will just be used for presence/listing? You can decide this during the Outlet Review below.
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Outlet Review – See “Outlets Inventory” Worksheet o
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Decide which Outlets you will use
Set Up Your Outlets o
Keep a list of access codes in a central location
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Don’t spell out the words “User” or “Password” in e-mail or on lists
Promote your Outlets o
Cross-promote within Outlets. Use Apps if available
o “Share It” links on your website & e-news (see Social Impact Studios website interior pages) Example o •
Tracking o
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E-mail signature
Decide how often you want to look at statistics
Jump in and post some cool stuff!
WEBINAR CLINIC #3 PREVIEW Public Image Guide 2.0 Upgrade As we mentioned in our in-person session in December, we are updating the Public Image Guide to make it user-friendly. Here are some highlights: –
Adapting worksheets into forms you can use electronically
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Case Study examples for reference of successful Public Image Guides in use
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New checklists and tools to help you put everything together into a living Guide
February 17th Clinic #2 • January 2012 For Public Image Works Class of 2011 Social Impact Studios • 215-922-7303 ennis@socialimpactstudios.com and james@socialimpactstudios.com
10am – 11:30am
Clinic #2 • January 2012 For Public Image Works Class of 2011 Social Impact Studios • 215-922-7303 ennis@socialimpactstudios.com and james@socialimpactstudios.com