Social Media Pitfalls - and how to avoid them - a #begoodbesocial talk

The pitfalls of digital
engagement

©WEBER SHANDWICK 2013 All rights reserved

#begoodbesocial

Many a social media operator is more Binks than Bond


#socialmediasanta


#givingtuesday

@needadebitcard


@vineconference

The biggest errors come from a lack of…
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Companies thinking scheduling tweets = engagement
Still far too much emphasis on broadcast instead of engagement
Not replying to people
Not starting conversations
A lack of goals regarding online
Trying to be conversational once a month
A lack of showing personality
Not looking after staff and stakeholders online
Events not being aligned with social media
A lack of linkbait tactics
A lack of planning


#worldaidsday


PLAN

#clutha

 If you plan you cannot fail
 Learn to plan so you can respond quickly
 Make sure your tweets earn their keep and are aligned with blog
posts
 Think like the school edition of the local papers
 Put your links in the right spot…


#kanofoundation

The biggest errors include not thinking like a punter


#epilepsyscotland

Not knowing why people are online


#cfk

The second biggest error…


http://bit.ly/1jgqqXm

The basics…
 If on Twitter, use a tool like Hootsuite or Tweetdeck for better
engagement and monitoring
 Keep your tweets to under 120 characters so they are easy to share
 Monitor for your Twitter name and brand name
 Know what your keywords are and try to mention them in the first 100
characters of everything you do, especially blogs
 Tools like Google Alerts, Google Analytics and Mention.net make life
a lot easier – and are free
 Use Facebook Power Editor for better control over Facebook Ads
 Respond quickly to people, engage lots
 Mobile is only going to continue to grow
 Bit.ly links are very useful (and you know to add a + at the end)
 You might even see Google+ as a LInkedIn – not Facebook - killer

The Rucksack Project –

“We R multimedia – we do upper and lower case”
 Use video, audio, text, visuals to
reach out to people
 Vary your platforms of
engagement
 Use tools like Piktochart and
Prezzi to make data more
interesting and visual
 Plan your content – use an
editorial calendar – and be
consistent. Podcasts every
Wednesday for example
 Vary your styles like a
newspaper – have humour
 Use linkbaiting tactics

#missionchristmas

Less reliance on text…
 Content comes in more than one form
 Will always have a role to play in SEO
but people demand more now
 Use videos – long and short –
whitepapers, events, audio, staff
training, presentations – get them all
online if there’s relevance to an
audience that will see you in a positive
light
 Always err on the side of brevity
 Make sure it all loads quickly – and
make sure people can share it
 Use tools to see what works for others


#givingtuesday

Let’s assume some basics. You all know…


#worldaidsday

Engage? Yes, we always do… on our blog

 Don’t spend all your time on
your own sites or networks
 Go out there, visit Reddit, leave
comments on other blogs, pass
on useful information to people
out there in the digital lands
 Don’t wait for people to come
to you
 At the same time, remember:
 Be relevant
 Be useful
 Be helpful


@vineconference

Oh no, I can’t justify my existence!

“Face-to-face” transaction can cost up
to £11.28 whereas an equivalent
contact centre episode expends
£6.35 yet a similar transaction online
incurs just 46 pence of cost.
Scottish Government ICT Study http://www.scotland.gov.uk/Resource/Doc/351231/0117794.pdf


#cfk

“We haz likes! Give me a pay rise!”


#missionchristmas

Will 2014 see better use of The 7:2:1 rule?
 For every 10 pieces of content
you post…
 7 should be non-promotional
and helpful to others
 2 can be semi-promotional
 1 can be a blatant plug
 That doesn’t mean you
abandon relevance. A
restaurant can share recipes or
cooking videos that people
want
 Accountants can share tax
advice on donations to charities


The Rucksack Project – http://omn.fb.me/1dNlutv

Believing Content is King


http://bit.ly/1jgqqXm

Thank you

Craig McGill
Digital Strategist, Scotland/Ireland
0141 333 0557
07584 385 571
@craigmcgill
@wsscotland
uk.linkedin.com/in/craigmcgill/
cmcgill@webershandwick.com

With thanks to Stewart Argo (@sargo) Matthew Marley (@matthewmarley)
Victor Brierly (@cullenskinky) Sarah Anne O’Laughlin (@saraholo) Lynsey
Wight (@lynsey_wight) Laura Sutherland (@laurafromaura) Ross McCulloch
(@thirdsectorlab) for hashtags


#clutha

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Social Media Pitfalls - and how to avoid them - a #begoodbesocial talk

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