3. How old is Twitter?
a. 8 years old
b. 3 years old
c. 6 years old
Page 3
4. How long have you used Twitter?
a. 1-2 years
b. 3-4 years
c. Since day 1
d. What’s Twitter?
Page 4
5. How do you use Facebook?
a. I post on behalf of a brand or
organization
b. I only use Facebook for personal
purposes
Page 5
6. Developing content
• Social media should not
be used as a bullhorn
– A proper balance of
self/brand promotion,
industry news and actual
engagement with fans and
followers is needed
– YES, actual conversations!
Page 6
7. Key Takeaway – 1/3 Rule
#SM content should follow
the 1/3 rule:
•1/3 self promotion
•1/3 industry/local news
•1/3 engagement with fans
and followers #somepgh
Content is King; engagement
is Queen. And, SHE rules the
Land! #somepgh
Page 7
10. But how do I do all that AND my other
responsibilities?
• Social media calendars
– Themes for the month
– Posts around holidays/
events/ seasons
– Weekly feature
• Schedule
– Hootsuite* (be careful with Facebook
posts b/c “share” is removed)
– Most industry news and self
promotional posts can be
scheduled
Page 10
11. Key Takeaway
• Use social media calendars and scheduling tools
to manage #SM time and balance content.
#somepgh
Page 11
12. So how do I know if I’m boring
people?
• Content should vary across all networks
– Don’t link accounts
– Different network, different purpose.
Change content accordingly
• Gauge interest occasionally
– Create a simple post that specifically
asks for interaction
• Test, test, test!
– You won’t know what your audience
likes unless you try.
Page 12
13. Key Takeaway
• Vary #SM messages across platforms
#somepgh
– Listen
– Use photos/ video – 80-90%
– Mix it up – links, polls, video
– Never rely on just one form of post
– Change cover image and background
frequently.
– Use “call to actions” in your posts. Active
verbs!
Page 13
14. How would you word the post?
• It’s Groundhog Day, write
a Facebook post to
promote a Sheetz
breakfast sandwich.
Page 14
16. How would you write it?
• Mother’s Day is
approaching and you
need to get people into
your jeans store for a
promotion. How would
you craft your tweet?
Page 16
18. How would you post it?
• You are Coca-Cola and you
are looking for a fun way to
engage your Facebook fans
this afternoon, what do you
post?
Page 18
20. A few words about WordWrite . . .
• A PR firm with the most valued public relations
model in the world (StoryCraftingSM).
• Combined 131 years PR, journalism and marketing
experience among staff.
• A “small giant” built on guerrilla strategies:
– Created our own “secret sauce” in StoryCraftingSM
– Use StoryCrafting to reposition us at the front end of the
marketing value chain
– Smart application of complementary tools and
processes (Hubspot)
Page 20
21. Our gift to you…
• Visit www.wordwritepr.com/visitpittsburgh to
download samples of our:
– Annual social media calendar
– Social media overview
– “We’ve Gone Social” communication document
Page 21
Linking accounts Messages should be tailored for the network and the audience of each network. If no responses to the post, people aren’t paying attention to you. It’s time to change!