Vicki Allpress Hill The Audience Connection

Wednesday 25 November, 2015

Managing Social Media in a Busy Arts Organisation

“Tumblr’s Sydney-based brand strategist Tom Walter said marketers risked ‘social media fatigue’ as they

worked out how to best engage with customers on myriad platforms”.

Sunday Star Times, 22 November, 2015

Growth in average number of likes - 38%

Growth in average number of followers - 18%

Growth in average YouTube channel views - 21%

PLAN CREATE

PUBLISH REVIEW

“People, we're always reaching for these big things... you know? Big

ideas... big moments... big lives. And all the while the little things we're

ignoring are undoing us.”

Joshua Dysart, Unknown Soldier, Vol. 2: Easy Kill

1. PLAN

1. Select the right social media platforms for you

PLAN

“Choose the social media platforms that suit your personality. Pick the wrong one and it's like wearing the wrong-sized shoes.”

Greg Dixon, Social media 101, Canvas, NZ Herald, Jan 2015

What should my “Channel Plan” include? Platform e.g. Facebook Channel name/URL Primary purpose Objectives/KPIs (measurable) Target Audiences Tone of Voice Content Key Activity Roles & Responsibilities Measures

2. Create a “Channel Plan” for each platform

PLAN

3. Set up & maintain a Social Media Calendar

http://andrewmacarthy.com/andrew-macarthy-social-media/social-media-content-calendar-template-excel-editorial-calendar-download

http://blog.hootsuite.com/social-media-templates/ Written By – Evan Le Page

PLAN

http://tombrownblog.com/2014/11/12/how-to-create-a-holiday-social-media-calendar/

4. Make lists of accounts to watch & engage with PLAN

5. Develop a Social Media Policy PLAN

Debbie Laskey, SteamFeed, March 30, 2014

•  Which Employees Will Post (individual, department, overall ownership).

•  Content Schedule (what specific content will be posted on which site)

•  Time Schedule for Posting (hourly, daily, weekly – and on which sites).

•  Crisis Plan – External (i.e., how to respond to negative comments about the company).

•  Crisis Plan – Internal (i.e., how to respond if personal gripes by employees appear, etc.).

•  Photos (i.e., how company photos will be used because some employees may not want their photos to appear on social sites).

•  Be Aware of Copyright Infringement (do not steal images from the Internet, but give credit when it is due).

•  Find Experts (if the person who is responding to posts doesn’t have the expertise to answer a question or comment, find the appropriate person).

•  Official Voice (i.e., friendly, conversational, or formal). •  No sensitive or confidential business data should be shared via

social media channels.

2. CREATE

6. ‘Template’ your content CREATE

7. Curate others’ content CREATE

“Content curation is the process of gathering content — blog posts, images, videos — from a variety of sources. Sharing relevant information with your customers can be an effective way to deliver value and establish yourself as a resource.”

15 Tools to Curate Content for Social Media, SIG UELAND, Practical Ecommerce, MAY 17, 2015

Curate  others’  content  

8. Empower & enable others CREATE

“If you think it fits with your content plans and would be of interest to your audiences, we’d be grateful if you’d share the news through your social media channels.  Happy to reciprocate later on of course.”

9. Utilise your ‘evergreen’ content CREATE

“Evergreen content is quality, useful content that is relevant to readers for a long period of time.”

10. Create content out of content CREATE

Break for Questions

3. PUBLISH

11. Invest in a social media dashboard app PUBLISH

12. Pre-schedule your posts & create drafts PUBLISH

http://www.businessinsider.com/best-times-to-post-on-facebook-instagram-twitter-2015-7

13. Use image creation tools imaginatively PUBLISH

http://sproutsocial.com/insights/free-image-creation-tools/

14. Gather information in ‘scratchpads’ PUBLISH

15. Repurpose your content PUBLISH

4. REVIEW

16. Monitor relevant hashtags, accounts & keywords REVIEW

17. Set up checklists REVIEW

18. Automate where you can REVIEW

19. Align reporting to your goals REVIEW

1. Follower growth 2. Engagement

4. Influence 3. Reach

5. Conversion

2. Engagement

Klout

20. Set up a simple ‘competitor (or peer) watch’ REVIEW

PLAN CREATE

PUBLISH REVIEW

1.  Select the right social media platforms for you 2.  Create a “Channel Plan” for each platform 3.  Set up & maintain a Social Media Calendar 4.  Make lists of accounts to watch & engage with 5.  Develop a Social Media Policy

6.  ‘Template’ your content 7.  Curate others’ content 8.  Empower & enable others 9.  Utilise your ‘evergreen’ content 10.  Create content out of content

11.  Invest in a social media dashboard app 12.  Pre-schedule your posts & create drafts 13.  Use image creation tools imaginatively 14.  Gather information in ‘scratchpads’ 15.  Repurpose your content

16.  Monitor relevant hashtags & keywords 17.  Set up checklists 18.  Automate where you can 19.  Align reporting to your goals 20.  Set up a simple ‘competitor (or peer) watch’

1 + 1 = 3

Synergy

“While designated positions such as ‘Community Manager’ or ‘Social Media Coordinator’ do exist and have become

important roles in many companies, it can sometimes seem like all of today’s

professionals are expected to be social media experts, able to take over

management of a company’s social media profile at any time if needed.”

Melanie Haselmayr, Forbes.com, May 2014

Questions

vicki@audienceconnection.com katharine@audienceconnection.com www.audienceconnection.com @audienceconnect http://optimisenz.com/