Hands-On Social Media Strategy
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Nedra Kline Weinreich Weinreich Communications Pre-Conference Workshop National Conference on Health Communication, Marketing and Media August 9, 2011 http://www.social-marketing.com weinreich@social-marketing.com @Nedra
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Hands-On Social Media Strategy
- 1. Hands-On Social Media Strategy Nedra Kline Weinreich
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- 8. Welcome to the Social World Slide Credit: wearemedia.org
- 9. 175 million users 100 million users 640 million users 5 billion images 2 billion views/day 163 million blogs
- 10. The People Formerly Known as the Audience Photo: http://www.flickr.com/photos/arendpictures/1165255854
- 12. Think Movement, Not Campaign
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- 20. Social media is word of mouth on steroids! Photo: http://flickr.com/photos/whyswomen/143360770/
- 24. What are Your Goals/Objectives? http://www.flickr.com/ photos/kevinsteele/267451343/
- 29. Who Do You Want to Reach? .75" .75" .75".75" http://www.flickr.com/photos/hamoid/317021961/
- 33. Free Puppy! (or is it?) http://www.flickr.com/photos/psycho-pics/3411848285/
- 35. Which Tools and Tactics Will Help You Reach Your Goals?
- 43. Put Tools and Policies into Place Photo: http://www.flickr.com/photos/ebarney/3348965007
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- 45. Join the Conversation Photo: http://flickr.com/photos/whyswomen/143360770/
- 46. Start Your Own Conversations Photo: http://www.flickr.com/photos/gthb/827225226/
- 47. Social Media Dos and Don ’ts http://www.flickr.com/photos/waderockett/171688464/
- 48. Be Authentic Photo: http://www.flickr.com/photos/feastoffools/3584066855
- 50. Social Currency Photo used with permission: http://www.flickr.com/photos/gremlins666/2634168886
- 51. “… It’s only our own reactions that we have any kind of control over... I cannot stop other people from doing what they want to do. There is no control of others. I wonder how many people realize that.” -Geoff Livingston Photo: http://www.flickr.com/photos/flyzipper/132685095/
- 52. Be Relevant Photo: http://www.flickr.com/photos/brewedfreshdaily89/2824125234/
- 53. Engage in Two-Way Conversation Photo: http://www.flickr.com/photos/gw1/2666052624/
- 56. Find Your Fans Photo: http://www.flickr.com/photos/lafleur/1350302133/
- 58. Social Media Live! Photo: http://www.flickr.com/photos/somemixedstuff/839984821/
- 59. Social Media Resources Page http://nedra.wikispaces.com/NCHCMM11
- 60. Blogs
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- 65. Anatomy of a Tweet Retweet Twitter Name Mention/Reply Shortened URL Hashtag Account Click to Reply/Retweet/Favorite Timestamp/Permalink
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- 68. Conversation
- 70. Learn About and Share Opportunities
- 72. Rally the Troops
- 73. Tell a Story
- 74. Inspire Action
- 77. Share Life ’s Absurdities
- 78. Don ’t Be “That Guy”
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- 88. Choosing Your Tools Tool Audience Why They Use It What to Give Them Twitter People who want info/networking/ stimulation Meet interesting people, build relationships, news Provide value, give interesting things they can share Facebook People who want to be social with friends and family Keep in touch, express brand/cause affiliations Show their fam/friends what they care about LinkedIn Professionals - colleagues in same field Professional networking, info sharing Help them do their jobs better, answer Qs YouTube People who want to see what your story is Entertainment, learning Visuals, stories, human interest, humor Blog Peers, people interested in your issue/organization Learn more about the topic, get your perspective In-depth analysis, updates, insights
- 89. Adapted from: wearemedia.org Listening via Social Media Monitoring
- 90. Social Media Monitoring System 1. RSS Feed Reader
- 91. Social Media Monitoring System 2. Google Alerts
- 92. Social Media Monitoring System 3. Twitter Search Feed
- 93. Social Media Monitoring System 4. Subscribe to Relevant News/Blog Feeds
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Hinweis der Redaktion
- • But it can also be about this. @krash63 works for the American Heart Association and uses Twitter Search to scan for people using the word “stroke” in their tweets. When it’s appropriate she responds quickly with useful information -- which in this case could save a life. • Twitter can be a great way to find and connect with people who are interested in a particular topic, and to have conversations with them.
- Source: http://econsultancy.com/us/blog/7334-social-media-statistics-one-year-later
- Photo: http://www.flickr.com/photos/jdebner/3312895125/
- • Social media monitoring is a way to listen to what people are saying online about the topics you ’re interested in. This information may be found in blog posts, social networks, Twitter, and other Web sites. Many free tools are available online to help you monitor for the keywords of your choice. You can set up a simple system that you just need to check periodically as part of your regular routine. An RSS Feed Reader puts everything in one place and brings everything that ’s new right to you.
- • Social media monitoring is a way of listening to what people are saying online that is relevant to your flu outbreak preparedness activities. This information may be found in blog posts, social networks, Twitter, and other websites. Many free tools are available online to help you monitor for the keywords of your choice. • Why use social media monitoring? - You can know what people in your community and elsewhere are saying about H1N1 outbreaks and your preparedness activities to give you an idea of their knowledge and attitudes. - You will find opportunities to respond to questions, engage in conversations, correct misperceptions and otherwise reach out to assist people with flu outbreak preparedness. - The feedback can help direct your strategy and activities in the most effective ways. - You can find the people in your community who would be most interested in being part of your online and in-person outbreak flu preparedness network. - You will stay on top of the latest news related to flu outbreaks so you will be better able to knowledgeably engage your community in preparedness activities.
- • To do social media monitoring, you can set up a simple system that you just need to check periodically as part of your regular routine. • There are several pieces to this that will work together. The specific directions for how to do this can be found in the Social Media Guide, so I ’ll just be introducing the ideas here. • The first piece is setting up an RSS Feed Reader like Google Reader (pictured here) or Bloglines. Instead of bookmarking all the sites you want to check each day to see if there is something new, a feed reader puts it all in one place and brings everything that ’s new right to you. • It ’s a quick way of scanning all your blog subscriptions, news feeds and searches in one place. • So first you will set up the feed reader account and then I ’ll show you how to add each subscription in there.
- • Google Alerts are the simplest way to be notified immediately when something that contains information of interest to you is posted somewhere online. • You ’ll first need to figure out the keywords that you want to track. It could be things like H1N1, flu and the name of your community. You can create alerts for different variations. • You can choose to receive the alerts via email, or the simpler way to make it part of your monitoring system is to create an RSS feed that you ’ll subscribe to in your feed reader.
- • Similarly, when you know the keywords you want to track, you can create an RSS feed on Twitter Search that will capture all the tweets with those words in them. You can limit those to your geographic area so you won ’t be overwhelmed.
- • You will also want to track specific blogs or news sources that you know are relevant to H1N1 and your community. You can find these through Google Blog Search or a blog search engine called Technorati. • When you find blogs that you think will be useful, you can subscribe to their RSS feeds and add them to your feed reader. As time goes on, you ’ll get a sense of which ones are more or less relevant, and you can weed them out. • Once you have your monitoring system set up, then you ’ll want to create a schedule for checking whether there is anything you need to respond to - either once a day or several times a day. • [If there is time:] Demo Google Reader already set up, show different types of feeds and how it works.
- • How do you decide which items you pick up in your social media monitoring system are ones you should respond to? • Respond to/ Do not respond to chart • Use your discretion as to how to best allocate your time -- probably somewhere in between just using the information to inform your strategy versus spending time responding to everything that comes your way.