Tactical Social MediaWhich platforms should I use in my communications plan?

Platforms

MetricsManagement

Basics

Why does it matter?• Most people are on a variety of platforms.• Just because YOU aren’t on social media

doesn’t mean that people aren’t talking about you. Take control of the conversation and your reputation!

• Social media isn’t the future; it is the present and it is time to get on board.

Social Media is NOT……FREE. It takes time and time = $$$ (manpower and hours to draft messages, shoot/edit pictures & video, post, reply, monitor, measure, analyze).

…a crap shoot of random posts. Messages are strategically written and strategically placed on certain platforms at certain times.

…rocket science (although there is a bit of writing, technical skill and math involved).

Blogs• Longest format for sharing ideas

(unlimited character/word space)• Allow you to establish yourself as a

“Thought Leader” in your field.• Can be shared/pushed on all other

platforms.

Microblogging• Similar idea to blogging but in much

shorter format.• Twitter – 140 characters or less• Tumblr – unlimited characters but

typically short form posts consisting of images, quotes, videos, etc.

Social Networks• Facebook - Casual, friendly,

opinionated• LinkedIn - All business, all the time• Google+ - Semi-professional, less

engaging, high SEO• Pinterest - Highly visual, helpful tips

and projects

Bookmarking & Tagging

• Allows user to save favorites found on Web and recommend to others

• High engagement• High virality potential

Online Video• Create your own channels to share

videos across multiple platforms• Videos can be of any length

Short Video• Very short (7 seconds for Vine, 15

seconds for Instagram)• Can only be shared on those

platforms

Photo Sharing• Create entire photo albums• Share across multiple platforms• Great for events, inside look at

employees, promotions, etc.

Management• Choose carefully! You don’t have to do

it all. Decide which ones are best for YOUR audience and YOUR message.

• Save time! Choose a management platform that allows you to post to several platforms at once.

• Measure! Many platforms have analytics built in.

Metrics

• Followers• Likes• Tweets/RT• Views• Shares• Downloads• Favorites

• Referrals• Unique Visitors• Social Reach• Impressions• Activity & Engagement• Influencers• Trends

• Mentions• Comments• Kred & Klout scores• Traffic• Inbound links

There are MANY ways to measure the ROI of your social media investment, such as: