Best Practices for Marketing Your Station Final
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Best Practices for Marketing Your Station on Facebook, Twitter & LinkedIn March 7, 2013
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We will share tips and tricks for maximizing your station's impact on each platform.
Transcript of Best Practices for Marketing Your Station Final
Best Practices for Marketing Your Station on Facebook, Twitter & LinkedInMarch 7, 2013
#pubtraining@nprdigitalsvcs
• audience• goals• content• community
previously on…using social media to promote your station
1. not about you 2. has purpose3. marathon
if you remembered only 3 things
• optimize platform• encourage engagement • measure effectiveness
agenda
• vanity URL• cover photo• about section• milestones
optimize station facebook profile
searching for your station
WABE saw 30% increase with URL change
Go to www.facebook.com/username
claim your vanity URL
cover photo – call to action
cover photo – specific initiative
cover photo – user generated
cover photo – user generated cont.
cover photo for your fans
about section
about MPR
create milestones
Age
0-2425-3435-44(45+)
Income
0-25K25K -50K50K-100K100K+
Gender
MaleFemale
Education< High SchoolHigh SchoolSome Col-legeBA or MA
facebook demographics
identify key influencers
• active followers• news partners and community organizations• local personalities and public figures• station personalities and shows with pages
• publish at least once a day, optimally 3-5 times a day
• three biggest usage spikes occur weekdays at 11:00 AM, 3:00 PM and 8:00 PM EDT
• wednesday at 3:00 PM EDT is biggest
when should you engage on facebook
• photos & videos• local, quirky and relatable • questions• exclusive
what is the most engaging on facebook
facebook contests
• Volume• Reach• Engagement• Influence• Virality
measuring effectiveness on facebook
facebook insights
• name• image• bio
optimize twitter profile
what’s in a name on twitter?
a picture is worth 140 characters
bio: searchable and explanatory
Gender
MaleFemale
Age
0-2425-3435-4445+
Income
0-25K25-50K50-100K100K+
Education< High SchoolHigh SchoolSome Col-legeBA or MA
twitter demographics
identify key influencers
• active re-tweeters• news partners and community organizations• local personalities and public figures• station personalities and shows who tweet
publish at least 3-5 times a day
post early in the afternoon Monday – Thursday
the half-life of a tweet is about 2.8 hours
don’t overlook weekends
when should you engage on twitter?
• write headlines that get attention• put the link in the middle• have a personality and be of the moment
what is most engaging on twitter?
measuring effectiveness on twitter
tweet reach #pubtraining
• name• profile• basics+
Optimize linked In profile
claim your name
complete your profile
give it some thought
go beyond the template
linkedIn demographicsGender
MaleFemale
Age
0-2425-3435-4445+
Income
0-25K25-50K50-100K100K+
Education
< High School
High School
Some Col-lege
BA or MA
identify key influencers
• participate in groups to identify active users• follow thought leaders in your field• use tools such as inmaps
• interact at least once a week
• ask questions of your community
• participate in existing conversations
when should you engage?
your network
• searchable and informative descriptions • join or create group(s)• use tools
what is the most engaging on LinkedIn
measuring effectiveness on LinkedIn
klout
peer index
Facebook Group [private]
NPR Member Station Marketers
LinkedIn Group [private]
NPR Member Station Marketers
