Date post: | 16-Apr-2017 |
Category: |
Social Media |
Upload: | danielle-brigida |
View: | 2,209 times |
Download: | 0 times |
Deep Dive Into Social Media and Content Strategy
By Danielle Brigida@Starfocus or @USFWS
U.S. Fish and Wildlife ServiceTom Koerner, USFWS
I’m a Wildlife and Technology Geek
U.S. Fish and Wildlife Service• Over 300 Social Media Accounts • Profiles represent refuges, regions, programs, etc• Over 400,000 people in the national communities
Social Media Benefits:Fire = Criticism
Earth = Relationships
Flood = Support
Identify Your Community and Engage
Who’s who in your community?
Community, Network, and Crowd
Listen and Observe
Some Ways to Find Your Community
Search Keywords • Organization’s Name• Key individuals• Branding mistakes• Program references
Referring Traffic• Google Analytics• Facebook insights
Engaging Strategically:Create a Dashboard
Search hashtags, keywords, use lists and monitor topics
Group People in Lists to Follow
Investigate Trends and Analytics
Free Ways to Listen
• Search.Twitter.com• Topsy.com• Google.com/trends • Tagboard• Facebook Search• RSS feeds
Tagboard.com searches hashtags
Use Social Media Listening to Enrich Your
Understand Various Types of Content and the Lifespan
Social
Blog Posts
News Articles
Features
Evergreen Content
Formal
Informal Right Now
3 years from now
Experiment and Motivate: #IvoryCrush
Listening to How People Discuss the Ivory Trade…
We Used Our Image to Include Others
Using Instagram to Listen
• Iconosquare• Tagboard• Hashatit• Search Location
Helps You Find Photographers of Your Subjects
Research on Pinterestto Find Inspiration
Pinterest Search
Listening Unearths Gems and Next Steps for Content
Learn the Image Sizes and Shapes for Each Network
Visuals Can Add So Much Context
Through Listening We Found Educational and Resource Visuals Worked
Add Value to Active Conversations
Know How Your Content Shares
Research and Join the Community
Have a Posting Strategy
From SmartInsights.com
Do Not Just “Push it Out”
Build Your Own Community Then include them to inspire content.
General Community Rules
• Use their interactions to inspire new content• Protect the people on your page• Correct misinformation• Answer frequently asked
questions
Have Community Guidelines
• Be clear about community expectations
• Kill them with kindness• Protect the people on
your page
Create Content that Fosters Connections and Relationships
Act on What Listening Tells You
Listening through metrics: Trip Advisor
Re-Introduce and Recycle Content
Play and Experiment
Cute Chicks on the Beach
Investigate the “newest tool”, but don’t lose who you are
Measurement
Common Response to Social Measurement
Using Data to Inform DecisionsDo you have access to web analytics?
Do you regularly share stats?
Not So Sexy Things to Remember
• Identify your goals or objectives
• Do your homework: which tools, messages and content work best?
• Collect Information can inform how to CHANGE future behavior
Image: Tom Koerner, USFWS
With Measurement Reference Your Previous Strategy
Image: Flickr / Iowa Red Bulls
• Identify audience• Specific goals• Capacity/Time• Outreach plan• Long-term plan
There Are a Lot of Metrics
source: Metricsman.wordpress.com
Measuring Types of Social Media
Owned Your Branded Presences
Earned Organic Shares and Posts
Paid Social Advertising
Owned Social Media The Impact of Your Accounts
Facebook Insights
Overview
Performance by Post
What does your number of likes mean? How many followers does it take to be a success? We all have these questions, but the fact is- if done well measuring how people interact with your organization online can greatly help you determine where to allocate resources. In this session we’ll talk about why we measure, some measurement best practices and a few free and enterprise tools that don’t break the bank.
Facebook Insights: Referrers
Facebook Insights: Exporting Databy Post or Page Level
What Can Facebook Insights Really Inform?
• Top shareable content – what works, what should you produce more of?
• What is your current active audience?• Where are there growth opportunities?
But there’s still more qualitative information to track:
Owned Social: Twitter Analytics.twitter.com
By Tweet
Audience Informationhttps://analytics.twitter.com
Owned Social Media Pinterest
Owned Social Media:
LinkedIn Company Page
Owned Social Media: Youtube Channel Metrics
Measuring Earned Social Media
• Shared Content: Sharethis & Addthis• Web Analytics (ex. Google, SiteCatalyst)• Google Trackbacks or Links • RSS Reader (Feedly, Digg Reader)• Mentions (SumAll, Social Mention)
Remember listening? Good.
Collect Qualitative Data That Informs Your Strategy
Reporting Crimes
Advocacy Requests
Identify Possibilities to Engage in a Meaningful Way
Use Content
Build Mutual Relationships
Tell a Story with Your Data
A Good Measurement Plan…
Revisits Your Goals:
Improving Reputation
Combines Available Measurement Tactics:
Social Analytics and Web Analytics
Uses Qualitative and Quantitative Information:
Comments and Increased Shares
General Geekiness
• Build off automated reports whenever possible
• Export Data to play if you’re comfy with spreadsheets
• Follow blogs and reports that discuss web and social metrics and techniques
Collaborate Across Regions and Programs
Quarterly Report Campaign Specific Report
Analyze Don’t Regurgitate
• Pick metrics to measure ahead of time• Evaluate over time• Identify anomalies • Tell a story with your data• Track metrics that matter
Figure that if it puts you to sleep…
You’re not measuring anything.
Listen, Communicate, Create, TrackTime on Social Media
ListeningCommunicatingCreating/ExperimentingTracking
30%
30%
25%
15%
There Are a Lot of Metrics
source: Metricsman.wordpress.com
Questions?
Danielle BrigidaNational Social Media ManagerU.S. Fish and Wildlife Service@USFWS or @[email protected]
Judy N, Flickr