Social Media Management fileSocial Marketing • Different than social media • Using marketing to...
Transcript of Social Media Management fileSocial Marketing • Different than social media • Using marketing to...
Walsh|Sheppard • Full-service advertising/marketing agency • Headquartered in Anchorage • Founded in 1985 • Extensive experience developing communications intended for urban and
rural Alaskans • History of developing and implementing social marketing campaigns aimed
at changing health behavior among Alaskans
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Social Marketing
• Different than social media • Using marketing to change perceptions, behavior, and social
norms • 10-step process • Uses a variety of mediums depending on audiences
• Traditional: print, radio, and TV • Digital: YouTube, apps, social media
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Why Social Media?
Close to half the world’s population (3.03 billion people) are on some type of social media.
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Using Social Media
• Identify your agency’s goals • Public education to shift attitudes and eliminate violence • Spread awareness • Connecting people to resources • Events/webinars • Engage clients, volunteers, and the community
• DO NOT Solicit information about abuse and conduct counseling/client advocacy online (PCADV/PCAR)
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Pros/Cons of Using Social Media
Pros ü Wide reach/exposure ü Could go viral ü Reaches specific audiences ü Cost effective ü Builds authentic relationship ü Induces brand loyalty
Cons ü Time intensive ü Could go viral ü Security/confidentiality ü Requires strict guidelines to
prevent damage to brand ü Unwanted behavior on site ü Potential for negative
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Best Practices
• Frequency of postings • Expectation that posts will be regular, timely, and worth reading • General rule is once a day
• Tone • Graphics
• Statistics • Do not post photos of victims without permission
• How to respond to comments/feedback • Negative and positive feedback • What is appropriate • Disabling or requiring approval for comments to be posted
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Things to Consider
• Capacity = time + staff • Roles and responsibilities • Policy/process in place
• Appropriate use by staff • Confidentiality • Security • Agency reputation
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Things to Consider
• Subject matter • Trigger material • Sensitive topic
• Which channel is most appropriate for the audience? • Facebook • Twitter • Instagram • Snapchat
• Collaboration • Achieve more by aligning messaging
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Evaluating Your Social Media Work
• Analytics allow you to track your agency’s social media efforts • FB Insights • Tweetreach • Twitter Analytics • Google Analytics
• Evaluate/modify/implement
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Schedule of Campaigns
Nov-Dec Jan-March April-June July-Sep
• Domestic Violence Awareness Month
• Teen Dating Violence Awareness Month
• Sexual Assault Awareness Month
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How Can We Help?
• Monthly/quarterly webinars to go over social media • Newsletter • Contribute to posting schedule • Create #s or @s
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Thank you! Contact Us: [email protected] [email protected] 907-338-3567