PowerPoint Presentation
Social Media Overview, Engagement & Evaluation
Tyler Thomas @TylerAThomas | [email protected] Media Manager | University of Nebraska-Lincoln
June 16, 2016#UNLsocial
What comes to mind when you hear social media?#UNLSOCIAL
Social Media isSharing relevant and engaging content with the right audienceon the right platform(s) at the right time#UNLSOCIAL
Storytelling#UNLsocial
Why would a brand/business/organization use social media? #UNLSOCIAL
SM is good forBuilding brand awarenessConnecting with an audienceDriving traffic to your web properties Sharing newsAnd a number of other things
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SM isnt Publishing just because Posting because you think your audience is there or because you like to use the platformRight for everyone
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SM shouldHave goal in mindHave a defined audienceHave a plan for community engagement and buildingHave resources (IT TAKES TIME)
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Strategy & Planning#UNLsocial
Strategy & Planning-Where does Social Media fall in your digital eco system? -Who will manage it?-Who does it support?sales, marketing, pr, customer service, hr, all of the above?#UNLSOCIAL
Strategy & PlanningGOALSWhat do you want to accomplish with your Social Media program?Who is your audience? - Be specific (demographic, psychographics, personas etc.)Its okay to have multiple audiences#UNLSOCIAL
77% of College Students use Snapchat daily. #UNLSOCIALSOURCE
90% of Instagram users are younger than 35.#UNLSOCIALSOURCE
31% of U.S. Senior Citizens use Facebook.#UNLSOCIALSOURCE
#UNLSOCIAL@gwgoes2college@D_CLAWS
Strategy & PlanningWHICH CHANNELS WILL YOU MANAGE?Who is the audienceWhat are your objectivesMessagingContent themes#UNLSOCIAL
#UNLSOCIALNetworkNetwork SizePost Types# of Posts Per WeekEase of UseLimitationsAdvertising
FACEBOOK1.65 billion (monthly)TextImageVideo Link5-7EasyGen. Adv.Boost PostsTWITTER310 million (monthly)TextImage VideoLinkInclude: #Hashtags10-15Moderate140 Character Limit.4 Photos Max30 sec videosNeed regular contentPromoted tweets
#UNLSOCIALNetworkNetwork SizePost Types# of Posts Per WeekEase of UseLimitationsAdvertisingINSTAGRAM300 million (monthly)ImageVideoText captions w/ hashtags.3-5EasyMobile required. Need high impact visualsPromoted postsSNAPCHAT100 million (daily)Real timephotosVideosShare 1-2 stories per weekHardMobile Required Need training High CostYOUTUBE800 million (monthly)VideosNAModerateNeed to produce interesting video contentModerate Cost
Work Smarter.Not Harder.#UNLSOCIAL
Strategy & PlanningCONTENT PLANNINGContent team (dont forget about collaborators)What will you post?Where will you post?Who will post?What tools will you use?#UNLSOCIAL
Execution & Engagement#UNLsocial
Why is Listening & Monitoring Important?#UNLSOCIAL
Execution & EngagementLISTENINGContent curation
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Execution & EngagementLISTENINGContent curation-keywords-phrases -hashtags#UNLSOCIAL
Execution & EngagementON-GOING MONITORINGAnswering questionsResponding to postsCommenting on postsRetweeting/sharing when possible#UNLSOCIAL
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Content is King#UNLsocial
Content is KingTYPES OF CONTENTSpecific > Announcements > News > Promotional Campaigns> Based on the calendar Evergreen > General things that can be shared whenever (no expiration date)#UNLSOCIAL
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Execution & EngagementENGAGEMENTCreate and promote hashtags> General > Event specific > Join the current conversation#UNLSOCIAL
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Execution & EngagementENGAGEMENTCreate social situations#UNLSOCIAL
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Key Resources#UNLSOCIAL
Key ResourcesGoogle docsIn-app tools (insights, analytics etc.)Third party tools & apps (both free & paid available) #UNLSOCIAL
Evaluation#UNLSOCIAL
EvaluationDecide how often you want to evaluate; weekly, monthly, quarterly? Then:Review your goals> Did you obtain your objectives?Review your analytics> What worked?> What didnt work?#UNLSOCIAL
Thank You!Questions?@TylerAThomas | [email protected]#UNLSOCIAL
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