Post on 22-Jun-2020
Kara Luzik CanaleUntapped Power of Social Media
Social media marketing helps your firm grow faster and become more profitable.
Hinge, 2012
”Study of Architectural, Construction, and Engineering Firms
Today’s Goals• Set strategic social media
goals that produce ROI
• Understand how to leverage social media for business, advocacy and public outreach
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Our Schedule• Strategic Uses• Benefits• Elements of Strategic Social• Best Practices• Use Cases
Strategic UsesBusiness Development
01
02
03
Credibility
Advocacy & Outreach
FAST, PROFITABLE GROWTHNetworking01
02
03
Self-Publishing = Message Control
Mass Awareness
ELEMENTS OF STRATEGIC SOCIAL
Find the ROI
•Lead Generation•Recruiting•Reputation Building•Advocacy•Outreach
Clear Goals
•Current/Potential Clients•Current/Potential Employees•News Media•Elected Officials•Subset of public: geographic/interest
AUDIENCEDEFINED“YOU CAN’T BE
EVERYTHING TO EVERYONE.”
PURPOSEFUL CHANNELS
• Most widely used• Facebook Live• Good for stories, word-
of-mouth topics• Public outreach
TWITTER LINKEDIN
• Used by reporters• Great for advocacy• Live updates
• Best for B2B• Audience is educated,
wealthy• Tools for lead
generation/recruiting
MESSAGE MATCHES CHANNEL
STRATEGIC ROADMAP
ADVOCACY: ACT 89Twitter
•PennDOT•Elected Officials•Politically active taxpayers/voters
•Calls to action•Advertising
*It is important to collaborate with your government affairs representative.
ACT 89Act 89 provided a Transportation Funding “kick-start” but a little more funding might be needed.
PUBLIC OUTREACH:PROJECT BASED•Community group started page, controlled message
•Existing social presence sets you up to respond
BUSINESS CASELeverage employees to tell stories that
•Enhance credibility
•Generate leads
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BEST PRACTICES
CONSISTENCYVISUALSCLARITY
CONCISENESSSUCCESS
ELEMENTS OF STRATEGIC SOCIAL
CLEAR GOALSDEFINED AUDIENCE
PURPOSEFUL CHANNELSROI
QUESTIONS
THANK YOU!
Kara Luzik CanalePublic Relations Director+1 717 652 0100 x191kcanale@sacunas.com