SOCIAL MEDIA STRATEGYDEVELOPED BY MACEY COLAVECCHIO, ERIC GUTIERREZ AND NICK

RUSSETT

OVERVIEW OF STRATEGY

Executive Overview- Social Media Goals- Statistics- Audience- Tips for Engagement

Hootsuite- Why you should use Hootsuite- A Beginners Guide

Education- The Anatomy of a post- CTA goals

Social Media Strategy Plan- Blog- Pinterest- FaceBook- Twitter

EXECUTIVE OVERVIEW

THE MAIN GOAL IS TO INCREASE READERSHIP AT A LOW COST BY USING YOUR CURRENT BLOG WITH THE HELP OF FREE SOCIAL MEDIA NETWORKS LIKE FACEBOOK, TWITTER AND PINTEREST.

SOCIAL MEDIA GOALS

Platform Current Followers

Goal Followers

Goal Date

FaceBook 549 650 December 2015

Blog Unknown Unknown December 2015

Twitter 0 200 December 2015

Pinterest 0 100 December 2015

• Increase engagement• Expand reach across platforms

• Increase readership• Promote articles

• Generate content

DETERMINING AUDIENCE

Through our initial meeting, we determined that your goal audience to target will be:• Scholars• Middle and High School Teachers• Graduate Students• Other Academic Historians

USING HOOTSUITEAN EASY GUIDE TO GET STARTED

USING HOOTSUITE

To better manage your time, we suggest adding Hootsuite to your social media strategy. This free tool gives you the ability to manage all of your social networks in one place and schedule messages for future publishing. You will be able to execute all the strategies and tips that we suggest by using this tool.

GETTING ORGANIZED

Once you set up an account and log in, HootSuite will guide you through the basics of connecting networks and organizing streams.

The green menu tab displays the networks connected to your HootSuite account. From there, select the streams you'd like to monitor, such as your timeline, mentions and scheduled tweets.

POSTING (QUICK OVERVIEW)

HootSuite's message-composing feature is very simple. At the top of the page, yocan create a new post to send to any one, two or all of your connected accounts. If you decide to change or remove the accounts you wish to post to, click on the icon in the top box:

Scheduling is HootSuite's most social media manager-friendly tool, allowing you plan ahead and keep your account actively engaged in just a few clicks. Scheduling can be found below the text field in the compose box. Select the date and time of your choosing, and click "Schedule" when the post is ready to goTo read more, follow this link: http://mashable.com/2013/09/18/hootsuite-beginners-guide/

EDUCATIONHOW TO USE SOCIAL MEDIA

ENGAGEMENT

We will use a specific, targeted strategy to drive more likes, viewers and interaction to the FHQ social media. Some simple ways to do this are outlined below.

- When you update your Facebook page, let readers know about a new article, include a statement or question that refers to a specific point from the article to drive more clicks, likes, comments and shares.

- Find and share timely content. If there’s a story you know your audience is interested in, share the details with your readers as a tease. For example, let your readers know that you are going to attend an industry conference, then post updates via Twitter or Facebook and images via Pinterest from the event to create more opportunities for engagement.

CALL TO ACTION GOALS

In order to increase engagement, you have to call the reader to action. These tips will help you develop better posts to increase your likes, comments and overall audience engagement. Different CTAs may work better than others for your readers. Make sure your CTA matches the goal you’ve set for your reader.

- CTA to encourage engagement - “Please take a moment to leave your comments or thoughts below.”

- CTA to drive the reader to other content - “For an in-depth look, sign-up to download our white paper.”

- CTA to increase signups or lead capture - “To get regular updates, sign up for our weekly newsletter.”

- CTA to nurture leads - “Watch this video for a more in-depth look at how this product can help improve your business.”

THE ANATOMY OF A FACEBOOK POST

See the handout that explains how to post on FaceBook.

A perfect Facebook post:• is a link• is brief—40 characters or fewer, if you can swing it• follows other posts on a regular schedule• timely and newsworthy• Bonus: contains a good photo (make sure to include photos in your

blog post, or click through to find the best photo_

This is a good guide if you need to know whether your content should go into a blog (longer than 40 characters) or be a FaceBook post.

Timing is also important. Usually during weekdays 5 pm- 3 am or any time during the weekend is a good time to post. This allows your post to be seen by the most followers. To find out your peak times, go to FaceBook analytics and see which posts and times have the most impressions.

THE ANATOMY OF A TWITTER POST

See the handout that explains how to post on Twitter.

A perfect Twitter post:• includes a clear Call to Action• Is between 100-120 characters (don’t sacrifice grammar)

• Questions, stats, and facts engage users and encourage retweets• Shortened links• Hashtags (stick to 1-2 hashtags)• Bonus: contains a good photoTiming is not as important as consistency with Twitter – Twitter only shows the most recent tweets so once you send a tweet, it is going through your followers NewsFeed. That is why we will advise you later on to tweet throughout the day to keep engaging with your followers.

THE ANATOMY OF A PERFECT PINTEREST POST

A perfect Pinterest post:• Has the image tell the immediate story• Use hashtags wisely (only trending)• Encourage click-throughs

• Most people click repin things and never click the link. Change that by adding a call to action in the description.

• Descriptions matter• 200 character descriptions are most likely to be repinned• Use keywords wisely

SOCIAL MEDIA STRATEGYHERE IS A BREAKDOWN OF THE TIPS THAT WE HAVE FOR EACH SOCIAL MEDIA PLATFORM. YOU CAN PERFORM ALL THESE IN LESS THAN ONE HOUR A DAY, OR IF YOU PREFER A COUPLE HOURS AT THE

BEGINNING OF THE WEEK.

TWITTER OBJECTIVES

Short-term objectives:

- 5 types of engagement everyday (Tweet, ReTweet, Reply, Favorite)

- Build reputation by keepings posts consistent and relevant

- Promote other social networking activities/sites through Twitter

- Follow these Twitter accounts immediately: @Historyinpics, @history, @smithsonian, @smithesonianmag,@vervefl and any of your contributing writers

Key metrics:

- Friend/Followers

- 2nd-order followers (follower’s follower count)

- Velocity: average of first- and second- order followers attracted per day since the account was established

- Retweets and Favorites

TWITTER CHECKLIST (5 MINUTES A DAY)

• Respond• Respond to any tweets directed to

you. • Thank any new followers or retweets

• Share• Take a few minutes once or twice a

day to share your content (Facebook post, blog post, event announcement) and the content of others in your industry to help build better relationships.

Tips: follow popular trends and respond to those. (Reoccurring hashtags: #Twitteristorian, #MuseumMonday, #LoveFlorida, #ThrowBackThursday, #Onthisday)

FACEBOOK OBJECTIVES

Short-term objectives:• One post everyday• Respond to all comments• Create conversation and engagement• Build reputation by keeping posts consistent and relevant• Promote other social networking activities/sites through

using FaceBook• Key Metrics:

• FaceBook Anaytics• Likes on page• Likes on post• Traffic that is directed to the website through FaceBook

FACEBOOK CHECKLIST (10 MINUTES A DAY)

• Respond• Take a few minutes every other day to check on any new

notifications. Respond to comments.

• Schedule• If it is the weekend or a busy time, schedule out some

posts beforehand

• Share• Either share a blog post or find an interesting article or

link and share this to your followers.

PINTEREST

First, what is Pinterest?• It’s a place to bookmark images and videos you love from

around the web. In Pinterest terms, these bookmarks are called “pins.” Your “pins” (think, pinning things to a virtual bulletin board) are visible to other Pinterest users and you can see the boards of others as well.

How does Pinterest work?• Here’s the basic process: (1) Surf the internet. (2) See an

image/video you like. (3) “Pin” that image/video to one of your Pinterest boards to keep track of it and to share it with others.

Why do I need Pinterest?• Pinterest is an easy way to share all those photos you have

stored up. If you have an intern, this would be the platform to build up on and explore. For now, we will just keep it basic and post a board once a month.

PINTEREST CHECKLIST(20 MINUTES A WEEK)

• Share• Twice a week, share a couple of pins to keep your acount

consistent and active.

• Post• Create a board specifically designed by you that includes

all of your photos to a specific topic or article.

• Join• Broaden your audience by joining group boards. Once a

week, join a new group.

BLOGGING

Tips:•Relate blog posts to past content from FHQ magazine•Post content weekly•Be consistent with posts•Plan posts in advance•Post on a specific time of day

BLOGGING

Monthly PostsMuseum Mondays: Feature a different history museum in

Florida every first Monday of the month.

Tips:• Facebook-share blog post with a tease• Twitter-share blog post with a question regarding post to

engage in discussion• Pinterest-share pictures from museum

BLOGGING MONTHLY IDEAS

BLOGGING (FOR THE INTERN)

Weekly PostsTreasure Thursdays: Feature an artifact and/or specific

exhibit from the featured museum from the featured museum

of the month or one of your articles. Tips:• Facebook-share blog post with a tease• Twitter-share blog post with question regarding post to

engage in discussion• Pinterest-share pictures of artifact/exhibit

CONCLUSION