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Best Practices For Social Media

A presentation examining ideas and recommendations for best practices for social media.

D. Hyland

on 1 March 2013

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Transcript of Best Practices For Social Media

Tips And Recommendations Social Media Best Practices In
Social Media Anatomy Of Perfect Facebook Post Social Media Best Practices View social media as extension of broadcast experience. Build audience. Seek dialogue. Work for you.

Offer value, not just promote.

Use to find sources.

Target networks/audience to advance aims.

Find Facebook/Twitter one-sheet.

Schedule one-on-one consultation. What Is Social Media? Who Is Social Media? Definition: Social media is software (websites/apps) that facilitate the exchange of ideas and information. Huffington Post: "Social media has overtaken porn as the No. 1 activity on the Web" (2011) Pew Study: 66 percent of all Internet users utilize social networking sites. (2012) WPR.org's Referral Traffic is 14.4 percent
Facebook: 7 percent
No Twitter in ranking Average of 3 minutes per month Average of 89 minutes per month Average of almost 7 hours per month All stats circa 2012 Average of 36 minutes per month Average of 13 minutes per month Average of 1 minute, 30 seconds per month Aggregation of social media content and streams. Ideal for live coverage. Mini-updates of content delivered in "tweet" form. Photo sharing and photo manipulation Posting and "repinning" of images and arrangement on boards Wisconsin Vote.org's Referral Traffic is 7 percent
Facebook is 10.6 percent TTBOOK.org's Referral Traffic is 33 percent
Facebook: 19 percent
Twitter was ranked 77th on list
Reddit was higher than Twitter Current Results Our Strategy: A Facebook, Twitter Focus WPR's News Site's Referral Traffic is 68.6 percent
Facebook: 9.6 percent
No Twitter in ranking Content sharing. Consisting of text, photos, video, audio, URLs. Extension of social experience. Important center of "link economy" Where Are People? Where Are People? EMarketer predicts there will be 1.43 billion social users in 2012 -- a 19.2 percent increase since 2011. A smaller, particular demographic. 16 percent of online adults use Twitter. 8 percent do so on a typical day. (Pew 2012)

More than 140 million users with 340 million tweets per day, but only has 24 million active users (eMarketer)

Twitter usage grew 59 percent in 2001, now reaching 1 in 10 Internet users worldwide. (ComScore 2011)

Divided between men and women.

Twitter is for power users. Smart phone users (one in five) and journalists. (55 percent of journalists) Report 2012 1 in every 5 minutes spent online is done on social networking everyday (ComScore 2011) Newest, growing network. 12 percent of online adults use Pinterest (Pew 2012)

Women dominate. 19 percent of surveyed women/5 percent of men.

Even division among age groups. 16 percent of 18-29 year olds; 12 percent of 30-49 year olds. 13 percent of 50-64 year olds 12 percent of online adults (Pew 2012)

Split between men/women. 11 percent of surveyed men use it./12 percent of surveyed women.

Skews much younger. 26 percent of 18-29 year olds. Only 8 percent of 30 to 49 year olds 20 percent of online adults use LinkedIn

5 percent of online adults use Tumblr

Each network has smaller, devoted audience
Passed 1 billion users. Membership will plateau

Facebook pivots from aggressive growth to increasing engagement. Strategy change reflected in "frictionless" sharing and page redesigns last year.

All signs point to increased engagement with content providers.

Facebook must innovate and evolve or suffer MySpace's fate.

Also dealing with "graying" of social networks. Men and those 55 years and older are fastest growing demographics. (ComScore 2011) 66 percent of all Internet users are on Facebook

Tilts in favor of women. 70 percent of women surveyed. 63 percent of men.

Audience skews younger but almost half of respondents who are 50 years old and older use Facebook

64 percent of those with post-graduate use Facebook. 3 of every 4 minutes spent on social media is on Facebook. (ComScore 2011)

Almost 40 percent of smartphone users access social network every day (64 percent every month) Why Facebook? What About Others? Goals
Use Facebook to reach mass audience.

Optimize WPR Facebook pages for all digital properties.

Perfect posts done consistently. Offer content, not just promotion. Follow standards of effectiveness. Pursue syndication of content.

Make page clearinghouse for topic.

Create a network effect by connecting together pages. Cross promote. Add tabs to deepen experience and customize activity.

Seek Facebook integration on external websites/apps.

Develop Facebook app pages (like Washington Post, Huffington Post.) Goals
Use Twitter to engage power users, tastemakers (influencers) and news junkies.

Tone should be different than Facebook. This audience is more tech-savvy, fast-paced. Wittiness reigns.

Offer content. Not just promotion

Twitter is ideal to break news, solicit responses.

All posting should have link, hashtag.

A clearinghouse for info about a subject. Not just your content. Goals: Focus of social media efforts are to distribute content best suited to the network's audience, build engagement with content, galvanize an audience and lure them to where we want them to be (websites, apps, etc). Social media is a tool -- one of many -- but a powerful one for sites that need to break into the digital ecosystem. What Is Social Media? Target: Legacy news sites have referrals of 10-20 percent of traffic. How To Succeed Where Do I Start?

Target audiences and seek engagement. Concentrate on creating optimized posts.

Retweets, follower growth is the effect of a successful strategy. Thank You Closing Thoughts Facebook's Strategy What's Behind The Strategy Why Is Facebook Important? Who Is Facebook? Twitter Instagram Other Networks Pinterest Anatomy Of Perfect Tweet When Should I Post? What Should I Post? What Is My Goal? Gain Friends? Retweets? Which is the best time of day to post something on Facebook?

Depends on goal/project. 7 a.m., 5 p.m. and 10 p.m. are the highest, high-traffic times when most people in your time zone will see what you’re posting.

When to tweet?

Depends on goal. Real time. But also between 4 p.m. and 5 p.m. Noon Eastern time is lunch hour and coincides with when West Coast is arriving and Europeans are about to leave work How Often Should I Post/Tweet? What Should Go On Facebook?

Remember that you're the wolf in sheep's clothing. This is a social space and your pitching something. Frame the posting correctly.

Generate engagement. Combine text/photos/video/audio in postings. Making posts "visual" increases engagement. Using photo albums (180 percent increase), pictures (120 percent) and videos (100 percent)

Multimedia posts will also show up higher in News Feed.

Posts between 100 and 250 characters are 60 percent more likely to be "liked," shared and commented on. By posting a single photo or a short update, might receive a staggering 94 percent higher engagement than text.

Write a great headline. Optimize post to suit your end.

What Should Go On Twitter

Keep it fun. Pose questions to solicit response. As with Facebook, be careful with too much promotion. Phrasing is key. Facebook?

Depends. News has a faster tempo, finite shelf life and followers have an expectation of greater frequency. A talk program, music or promotional effort have different needs. One to three posts a day for slower pace content is ideal, more for others. Experimentation. Examine the goal.


Depends. The fast pace of Twitter makes it ideal for breaking news and providing nuggets of information. Headlines of information. Live coverage of an event. A question for a guest asked in real time. Tips

Keep posts brief, to the point. Engagement is the primary goal. Seek opinions. Pose simple questions. Try fill-in-the-blank. Solicit short responses. Use the term "like."

Remember this is "social" so a sense of looseness and fun has to permeate postings. Talk with users, not at them. In terms of tone, wit is as welcome as wisdom. Tips

Informational versus promotional. Provide value. Give exclusive information. Highlight others' content (link to articles, video etc.).

Too much promotion will get a negative response (people "unliking" you). Users typically tune out.. Tips

Use photo and good headline writing to get content in front of larger audience (i.e. in their News Feed) Tips

Use URL shortner to make posts compact.

Schedule tweets for high usage times.

Use hashtags (#) to help users find posts.

Selective retweets grows followers, underlines social aspect. Tips

Keep it fun. Pose questions to get responses. Offer unique content. Find the hook.
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