SOMS Social Media Best Practices

FACEBOOKSharing - Photos - Events / Invitations

TWITTERSharing - Links - Quotes / Intel / Segmentation

GOOGLE PLUSSEO / Segmentation

LINKEDINConstituent Leaders / District Industries

KLOUTEstablish Specialization


• Demographics•Women, adults ages 18-29

• Market share / growth rate• 67% of all internet users (701 Million)• -4% growth. Audience is shrinking

• Best Time of day / Day of week •Wednesdays, 1pm to 4pm

• Sharing of event information• Sharing of district resources• connecting to like-minded constituents• Photo posting generates the greatest amount of interaction. Sharing, Likes, Comments.• Emoticons improve interaction rate. (+35% to +138%)• Use long URLs which gives an indication of link’s final destination (+68%)• Though posts containing questions receive slightly lower (-18%) interaction rates, they

generate 92% higher comments rates. Use to glean insight when mining comments.• Posts that employ the “Caption This” strategy generates 5.5x comments rate, and

increase overall interaction rate by over 105%• Using “Fill in the Blank” strategy receive 4x the amount of comments. • Use to get supporters to take offline action.• Do not use to self-promote; self-promotion generates no interaction.


• Demographics• Adults ages 18-29, African-Americans, urban

residents• Market share / growth rate• 16% (167 million)• +13% growth

• Best Time of day / Day of week • Monday through Thursday, 1pm to 3pm


• Use to share links, quotes• Use to gather intel about users / topics• Use to segment followers using lists.• Use between 120 and 130 characters for best click-through rates.• Place Links about 25% of the way through the tweet.• No more than 1 tweet every 3 hours.• For higher click-through rates, use Via, @, RT, Check, Please.• For higher click-through rates use Adverbs (+2.5%), Verbs (+1.8%). Reduce

nouns (-2.4%), adjectives (-3.8%)


• Demographics• Men, adults ages 18-34

• Market share / growth rate• 29% (395 million)• +34% growth rate

• Best Time of day / Day of week • Daily 9am to 11am


• SEARCH ENGINE STATUS IS KEY• Make your account, add +1 button to website.• Google+ posts are indexed into search engine results IMMEDIATELY• Do not post self promotion.• Optimize headlines with appropriate keywords and put asterisks around post

headline.• Claim authored content to increase search engine results.

https://plus.google.com/authorship• Create Google Places for Capitol Offices and District Offices which are

indexed IMMEDIATELY.https://www.google.com/business/placesforbusiness/

• Videos posted to related YouTube accounts are indexed IMMEDIATELY.


https://plus.google.com/authorship

https://plus.google.com/authorship

https://www.google.com/business/placesforbusiness/

https://www.google.com/business/placesforbusiness/

• Demographics• Male, adults ages 25-54

• Market share / growth rate• 10% (100 million)

• Best Time of day / Day of week • Tuesday to Thursday, 7am to 9am and 5pm to 6pm


• Linkedin’s users are more politically active.• Meeting - FB 11% ; Tw 15%; L 17%• Voted - FB 65% ; Tw 62% ; L 79%• Influenced a vote - FB 26% ; Tw 28% ; L 36%

• Identify users active in key issues by joining Linkedin Groups• Identify key district industries • Identify district industry leaders• Identify district influencers


• Optimizing score• Klout analyzes social media accounts (3 is the minimum for effectiveness)• Klout assigns a total influence score• Klout analyzes posts and generates an Influencer Topic

• Tactical Usage• Check score every week• Assess your topic influence• Adjust posts / keywords to improve your influence in desired topics• Post topics to Google+ which indexes IMMEDIATELY

KLOUTEstablish Specialization

• Website post is perfect to use as a cornerstone of the strategy. A single website post can be approved for repurposing as follows:• FACEBOOK: Post about content in a status update, include an image to boost

visibility, encourage interaction by asking for likes/shares and opinions.• TWITTER: Tweet a quote from the post, include a URL 25% of they way

through, use adverbs and verbs, and include a hashtag.• GOOGLE+: Sharing your content here will give it a boost in the search engine

rankings, as well as being shared with your circles.• LINKEDIN: Share your content with your connections, groups, and ask

questions to start a discussion.

Repurpose Content

• Create a list of 3 Expertise Topics• Research keywords used to promote those topics• Create a social media profile for Facebook, Twitter, Linkedin, Google Plus• Connect all with Klout• Post once a day only• Post a single topic a day

What I Would Do

SOMS Social Media Best Practices

Technology

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