AIA Social Media ProgramWhat’s the Buzz All About?

Sybil Walker BarnesDirector of Social MediaAIA Communications and Marketing

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AIA SOCIAL MEDIA PROGRAM

• A series or set of online applications, platforms, and media that aim to facilitate interaction, collaboration, and sharing of content

• Part of AIA Communications and Marketing team’s integrated communications plan► Integrate it, not worship it

What Is It?

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AIA SOCIAL MEDIA PROGRAM

• Be where our members are• Listen to our members• Interact/respond to our

members

Virtual translates to real-world opportunity.

Why Did We Devise the Program?

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AIA SOCIAL MEDIA PROGRAM

Key goals for the program are to

• Advance online conversations about the architecture profession

• Serve as a credible voice on architecture-related issues

• Increase visitor traffic to the AIA Web site

What Do We Want to Happen?

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AIA SOCIAL MEDIA PROGRAM

• AIA Communications and Marketing Team ► Director of Social Media ► Communications Cross-Team ► Media Relations

• Integrated Web Strategy and Technology Team

• Other Institute Staff ► Policy on Staff Use of Social Media ► AIA’s Expectations of You

• AIA Members

Who Can Make It Happen?

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AIA SOCIAL MEDIA PROGRAM

Absolutely, yes!

• Guidance for staff• Disclaimers• Attention to copyright/intellectual property

infringements

Have We Thought About the Risks?

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AIA SOCIAL MEDIA PROGRAM

Social networking sites:• LinkedIn: user-generated content dominates• Facebook: serves to create community among

members and nonmembers• Twitter: short, brief messages about the AIA

and architecture profession news

Where Do We Want to Be?

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AIA SOCIAL MEDIA PROGRAM

• Decide whether the post warrants

a response • Acknowledge the issue• Find out what went wrong• If there’s misinformation, correct it• Be transparent in the response• Remember, not everything needs fixing

What Happens If Someone Says Something Bad About Us?

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AIA SOCIAL MEDIA PROGRAM

• Listen ►Staff monitoring ►Monitoring software

►Alerts to staff

• Evaluate

How Will We Know We’re Engaging?

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AIA SOCIAL MEDIA PROGRAM

A successful social media program uses humanization and approachability to influence how the company is perceived by members and prospects

• Increased traffic to the Web site• Search volume trends• Followers, fans, and friends• Social mentions• Share of voice

What Will Success Look Like?

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AIA SOCIAL MEDIA PROGRAM

How You Can Help

• Identify your team members to help with this endeavor► Serve on Communications Committee► Engage fans, friends, followers, members with your team’s programs and issues

Ok, You Knew It Was Coming, Didn’t You?