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Copy of Social Media

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Steph Powell

on 24 June 2014

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Transcript of Copy of Social Media

Steph Powell
Social Media:
What's all the fuss about?

The Social Media Revolution
Knowing what you're doing is key:
Know your audience
Keep a social media diary
Think about what you need to plan
Implement methods to measure success and trends
Use a suite system to ensure regular posts.
Successful content?
They're not the same, both sites move at differently speeds:
Facebook or Twitter
Utilizing Facebook
Twitter is capped to 140 characters - use well

A good rule of thumb is to keep a Facebook status limited to 225 characters you can use more if you have to, but 420 characters
should be your absolute cap.
Around 70% of the 340 million tweets sent each day attract no reaction
Facebook has over 1 billion users world wide.
Twitter has 560 million users
Do not link the two together as it looks untidy, and spammy.
167 million unique visitors a month
39 million unique visitors a month
500 million likes a day
Twitter is better for instant, real-time updates.

Facebook posts have a wider outreach and longer lifespan.
Cover photos are great place to promote further however they must not contain:
Contact information
Calls to action
Price/purchase info
Show off your personality
Schedule in Timeline posts
Customise Pages
What are people saying about you?
Don't use social media just to push your products

Be helpful and try to respond to all comments

Always use a professional tone

Monitor and record activity on your social media using reports (hootsuite, social mention) to notice trends and patterns.
Content is king in the world of social media. If its not interesting or relevant, audiences won't engage.
Links to other content are better than plain updates
Photos and videos do better than links (visual interaction)
Take advantage of whats current
Make users want to engage
Keep them short
Use calls to action
Likes vs Shares
Facebook chooses what shows up on your news feed

A share offers wider outreach and greater level of interaction with your content

Likes and comments still show up
With over 500 million Twitter users,
how do you get and maintain your followers?
Keep posts short and sweet
Keep them relevant
Don't give too much away
Interesting into - people will click the link.
Keep it fun
Use character limit well
Listen to what your followers are saying!
Trial & Error is good!
Using Facebook effectively isn't something that you can just pick up straight away.
Get to know your audience

Not all 'best practise' guides work for everyone

Find out when your audience is most active

Find out what content works best
What & When?
It is important to keep your media streams separate from each other.
Don't just rehash the same information across all social media sites
Photos do not fare as well on Twitter
Easier to share content
Retweets can help spread your name & get followers
Know your audience
Use tools such as Social Bro to determine the best time to post
Other Social Media Sites
Although the most popular, Twitter & Facebook are not the only sites available:
Pintrest - Chartwells
Tumblr/ blog platform
Biznik (various business platforms)
Instagram/Flickr (various photo platforms)
Useful tools
There are lots of web-based resources out there to help you get the most out of your social media. Some free ones include:

Mashable.com (tips and tricks)
Socialmention.com (monitoring & trends)
Hootsuite (content management and reports)
Social Media Today (tips and tricks)
Social Media Examiner (tips and tricks)
Jargon Buster

: A collection of tweets; usually refers to the stream of tweets sent by everyone that you follow but may refer to the public timeline of all tweets.

Someone who sees your tweets in their TweetStream.
• @
reply / @name:
A form of conversation on Twitter. @username either directs a Tweet to someone or indicates a reply to a Tweet that person has sent. @replies can be viewed in the “replies” tab on the Twitter website.

: A private (direct) tweet. Direct tweets do not appear in the public tweetstream.

RT or Retweet:
Analogous to forwarding an email; re-sending a tweet sent by someone else. Courtesy: include the @username of the person who authored the tweet.

# hashtag”
: this is a way to group tweets by keyword. It is particularly useful for events and groups.

: A “bookmarked” tweet. A great place to store testimonials

Your Turn
Lets try...
- Based on the information you have learned so far today:
Choose from Facebook/Twitter/Linkedin

- Setting up an account/logging in
- Creating information about you
- Find another person in the room
- Send an update

Hootsuite is a social media management platform that allows you to:

• Manage multiple social networks
• Schedule messages and tweets
• Track brand mentions
• Shorten links using the built in software
• Get reports to analyze social media traffic

Have a go...


- Familarise yourself with the Social Media Unit Guidelines.

- Download the Chartwells Best Practise Guide & SM Policy

The policy is in two parts, with a part for the client to sign.

- Return the signed policy agreement to Steph Powell (social media coordinator)

-Upon return, SM strategies can be generated with individual units

Getting Started
Instagram allows for instant photosharing.
- Owned by Facebook
- Runs on Android & iOS
- Photos are uploaded in distinctive square style - like Kodak Instamatic
- Users can place filters over photos
- It has cross platform uploads with Facebook and Twitter
- Uses hashtags in a similar way to Twitter to generate topics
- In 2013, Video feature added to compete with Twitter's
Vine application.
What does the Comms Team do?

Promote the GOOD loudly

Keep the bad quiet


Why the social media explosion?

Social media – “colleague minefield”




When social media fails…

£130k donated to Mary’s Meals
Liberty – “Human Rights Young Person of the Year”
“Inspiring Communicator of the Year” at the CIPR Scotland Pride Awards
The Herald “Public Campaigner of the Year”

“In June 2012, the Argyll and Bute Council banned
Martha from taking photos of her school meals”

Martha / Never Seconds...

You are what you retweet.

Helpful tips:
Understand your audience
Look from the audience p.o.v
Add value
Use imagery
Be genuine
Think outside the box
Have fun
Check copyright of images
Be Clear and Concise
Pause before you post


Good practice!

Good practice!

Jargon Buster

are people you invite, or people who have invited you. They in turn are connected to other people, and those people to still more.
• Your
is the group of users you can contact through your connections, and those users who are more than three degrees away from you but are willing to be contacted without referral. It also includes members of groups you share.

A reques
t is a request for contact sent by one user to another, describing a possible project or opportunity.
• Your
is your “public face” — it’s what other users see when they find you through a search.
• A
is a short comment, written by one connection for another, about work the two shared in a particular position. The recommendation is visible to all users who can see the endorsee’s profile.

Jargon Buster

: An advertisement. Users can create Facebook Ads to market their products and ideas. Ads are not free.

: Users can add applications to their profiles, pages, and groups. There are dozens upon dozens of applications to choose from. Some are built by Facebook. Most are built by external developers.

: A person who has joined a profile, usually by invitation.

: A group is not a page or profile. It is a Facebook site created by bands, companies and other organizations to promote their activities.

: A feature that appears as a link next to something you see on Facebook that allows users to let others know they appreciate that something, whether it be a video, a comment or something else.

A person who has joined and participates with a group.

News Feed:
News Feeds highlight what’s happening in your social circles on Facebook. News Feeds are posted to profiles for all to see.

: A page is not a profile. It may look like one, but it’s not. The features and capabilities are different. It is a Facebook site intended for and created by artists, musical groups, celebrities, businesses, brands and similar entities (not individuals). You can add pages to your profile to show your friends what you care about. Only the official representative of an artist or business can create and make changes to a page.

A micro-blogging feature called which allows users to inform their friends of their current whereabouts, actions, or thoughts.

: A featured section inside a Facebook profile. It’s a space on every user’s profile page that allows friends and users themselves to post messages for all to see.
When social media fails…

Being negative
Share price
Exec /Group appointments
Discussing competitors
Mentioning clients
(unless you have permission)
Photos w/o consent
Inappropriate language
Created in 2003 by it’s five original founders who invited 300 of their most important contacts to join.
Profiles represent online CVs.
Connections are ranked by engagement, the idea being 2nd degree connections should act as middle men to potential new connections.
As of December 2013 LinkedIn has over 240 million users, many of them being graduates, working professionals and top-level executives.
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