1. Social Media Strategy 101
Beth Becker
@Spedwybabs
@ProgCongress
@IndigoStrats
FB: Spedwybabs
Pinterest: Beth Becker
PA Progressive Summit
March 1, 2013
Harrisburg, PA

2. Pyramid of Social Media Strategy
Targeted
Engagement
Quality
Content
Integration
with entire Authenticity
organization
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3. Questions to Ask Yourself
What do I want to say?
Who do I want to say it to?
When do I want to say it?
Who do I want my audience to repeat it to?
What areas of interest exist between us & our audience?
How formal is my relationship with my audience?
Which social media platform is best to accomplish my goal?
What other pieces are there to this effort & how can social media complement
them?
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4. Who do you want to say it to?
Targeted Engagement
Geographic
Political Ideology
Issues of Interest
Network
Hashtags
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5. When do I want to say it?
Facebook Twitter
FB Self Reports Best Time in general:
No Best Time- Repetition
9-10 PM ET
Facebook Insights Tweriod.com

6. Who do I want my audience to repeat it to?
What areas of interest do I share with my audience?
Pay attention to what people comment on/retweet
Notice people’s bios
Ask open ended questions and note who responds

7. Which social media platform is best to accomplish my goal?
Building Influencing Easiest
Web Traffic Integration of
Biggest + community; the Targeted
Driver Blog w/Social
Groups Influencers Engagement
Pretty even Tech minded
Biggest 18-24, no Women 18-34, little
Demographics
gender split, young men
gender gap w/80% gender gab
under 35 (18-25)
links, links most links, text,
pictures, popular
Types of pictures, pictures and
video get pictures/video anything goes
Content are now video, video
most traffic
embedded podcasts
text only
long term
media/blogger collaborative
conversations, hangouts for web traffic
outreach; real
social action, social media
Best Uses time small video referral,
internal &
conversation; ie. story
external conferences meme testing
trend monitoring gathering
communication

8. Facebook Groups as Organizing Tools
*Internal Team Communication (secret)
*Group of people with a common interest, cause or work to do
*Group training community- good as a follow up & keep in touch tool

9. Facebook Groups as Organizing Tools

10. How formal is my relationship with my
audience?
Don’t mistake
formality
for lack of
personality

11. What other pieces are there to this effort & how can social
media complement them?
Offline Online
Doing a townhall Take ?s via Twitter or Facebook
Holding a press conference Do a Blogger Call/Hangout
Live Tweet- do a series of
Door knocking Pinterest boards featuring
neighborhoods
Create a foursquare location,
Holding a rally
Live Tweet, designated #
Collect stories/pictures etc
Doing any kind of advocacy push
via Tumblr

12. 5

13. 6

14. Twitter Townhalls
• Just like an offline event, except on
Twitter
• Possible Panel:
– @Moderator
– @PolicyExpert
– @PolicyMaker
• Format
– Panel discussion: 20-30 min
– Audience Q&A: 20-30 min
– RT question, then answer w/out
@Reply
• Use an event hashtag
– Promote in advance
– Collect audience Qs in advance
– Allows easy data collection
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15. Facebook
Townhall
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16. Tumblr
story collection
for advocacy

17. Tumblr
memes

18. Pinterest Auction
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19. Pintition
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20. Denial of Hashtag
• Take back the conversation on
Twitter
– #Stimulus
– #3yearsNoBudget
– #Obamacare
• Identify & mobilize against right-
wing hashtag campaigns
• Use email, our hashtags & other
channels to mobilize your
networks
– #p2
– #ctl (#connecttheleft)
– Issue specific hashtags
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21. Stealth
Relatively
Inexpensive Facebook Ads Highly
Targeted
Source
Call to Action
Untraceable
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22. Facebook Pages Outreach
Your Page
Other targeted pages
• Toggle to use Facebook as your page
• Post your message on affinity pages
• Vary the text of your posts to avoid being suspended for
SPAM
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23. Custom Avatars/Twibbons
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24. Trends
Increased use as Rapid Response

25. Trends
Online advertising continues to grow

26. Trends
Mobile and Tablets continue march to market domination

27. Trends
Curation or Becoming the expert through generosity

28. Trends
From Social Media to Social Networking to Social Sharing to Social Shopping

29. Trends
Cross pollination of platforms

30. Trends
The game-ification of social media

31. Trends
Embedded Action