How to Avoid the 5 Most Common Mistakes Made in Social Media
6 Social Media Mistakes You Can Avoid
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Transcript of 6 Social Media Mistakes You Can Avoid
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Genevieve Howard, M EdStrategic Communications Associate II
College of Agriculture, Food and Natural Resources
University of Missouri
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Time for reflectionWhere are you now?
How would you like to improve your social media presence?
Source: “Mirror baby” Creative Commons license via Wikimedia Commons
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Not knowing your audience
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What is your audience like?
• Practice social listening. What are your clients saying? What do they read? What are they tweeting and retweeting?
• Check your own stats. What gets the most response?
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Is your audience valuable?
Image source: Dale Speaking
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Is your audience on the phone?
• Almost half of all farmers in the U.S. now use a smartphone, a huge increase from 2010, where farmer smartphone usage was at 10%.
• Customize mobile content for your users.
Stat Source: https://www.linkedin.com/pulse/20140419164303-98038761-rural-goes-mobile
Image source: United Soybean Board
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Know your audience
• What are they like?
• What do they believe in?
• When do they use social media?
• What kind of device do they use for access?
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Posting without purpose
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What is your purpose?
• What is different about your brand?
• What benefit do people get from associating with you?
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How does social media fit?
• How does social media work with your bigger communication strategy?
• Renting (social media) vs. owning (website).
Image source: United Soybean Board
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Post with purpose
• Entertain
• Educate
• Inspire
• Promote
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Spreading yourself too thin
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So many!
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Image Source: By Chuckupd [Public domain] via Wikimedia Commons
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Choose your channel
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Choose how you’ll
interact
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Start small
Image Source: By donwhite84 [Public domain] Creative Commons license
(You can always add more later.)
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Not using an editorial calendar
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A calendar will focus your efforts.
Source: donut_p, Creative Commons license
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Broad
• Rough idea week to week
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Specific
• Actual wording and images for each post, who will post, time to schedule, who will monitor
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Timely content to consider
• Prepare for your big times of the year.
• Do you have annual events?
• Do you have milestones to celebrate?
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Annual Event examples
• Early promo: social media header
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• Boats being built
Sneak peeks(Behind the scenes)
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• Boats to look for
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During the event: live-tweeting
• I visited with boat makers ahead of time for boat names and Twitter handles.
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During the event: live-tweeting
• More than 100 tweets in three hours in 2014.
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Post-event
• Social media header
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Milestone examples
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Missing opportunities
to get seen
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Make your bio count
Include:
• Details on your type of business.
• A tone that matches your audience.
• Keywords for your industry.
• Appealing photos.
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No header photo
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With a header photo
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With a header photo
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Similar header on Facebook
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Make your social media easy to find
Include in your:
• Website
• Email signature
• Blog
• Conference banners and displays
• Business cards
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Website examples
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Business card
Source: BorceMarkoski, Creative Commons license
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Use interesting photos in your posts!
• Photos accounted for 75% of content posted by Facebook pages worldwide.
• Photos get more retweets on Twitter.
• Some social media properties are photo-only: Pinterest and Instagram.
Source: http://www.socialmediaexaminer.com/photos-generate-engagement-research/
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Entertaining
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Educational
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Inspiring
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Promotional
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Stay visible
• Use all available space!
• Offer engaging images.
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Not keeping up with changes
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Intense rate of change
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Invest time to know trends
• Follow comparable accounts
• Know the influencers
• Read social media news
My personal toolbox
genevievehoward.com/tools/
(Please note that these are simply provided as a resource; none are endorsed by CAFNR or the University).
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In conclusion
1. Know your audience
2. Post with purpose
3. Focus on the few properties you can feed
4. Develop a useful editorial calendar
5. Use visuals everywhere you can: bio & posts
6. Keep up with changes