Date post: | 17-May-2015 |
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Good design makes a difference
Components’ Social Media Playbook
Coach:
Sybil Walker Barnes
Director, Social Media
AIA National
Good design makes a difference
THE WARM-UP
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Warm up
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Introduction
What will I find here?
• Social media best practices• 9 steps to a successful social media presence• A tool-by-tool tutorial for select sites
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TRAINING TO WIN
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pwin
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Personal Social Media Use
•Explore the tools you’d like to adopt by using them in your personal life first•Follow AIA National’s personal social media guidelines
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Step 1: Get social media savvy
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Our Philosophy
Use social media tools to achieve our strategic goals―
• Increase member value• Serve as the credible voice• Be the authoritative source
― through online conversations and engagement of members.
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Step 2: Become familiar with AIA National’s Social Media Program
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Goals of AIA Social Media Program:
• Advance online conversations about the architecture profession
• Engage online with AIA members• Monitor online conversations about the profession and
the AIA
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Step 2: Become familiar with AIA National’s Social Media Program
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Listening Is Key
AIA members and nonmembers talk about the AIA an average of 200 times per day
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Step 3: Listen
. . . and we listen to every conversation.
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. . . and we respond by
• answering inquiries• thanking our fans, followers, and friends• encouraging our online influencers and those
supportive of our initiatives
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Step 3: Listen
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Find out what people are saying about your component.
• Read “How to Monitor Online Conversations”• Create your own monitoring dashboard• Set up a Google Alert for your component name
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Step 3: Listen
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Learning from Others
The social media tools you choose to use for your component should work together with your overall goals
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Step 4: Learn from Existing Components
. . . and they should work well together to accomplish your online goals.
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Begin by reviewing other components’ blogs:
• Blog Central, AIA New York • Threshold, AIA Minnesota• AIA Central Valley• AIA Arizona• Bay Area Young Architects
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Step 4: Learn from Existing Components
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Follow other components on Twitter:
• AIA Florida Southwest• AIA Los Angeles• AIA San Francisco• Boston Society of Architects/AIA• AIA Honolulu
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Step 4: Learn from Existing Components
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Join other components’ LinkedIn groups:
• Boston Society of Architects/AIA• AIA | DC• AIA San Francisco• AIA Georgia• AIA Seattle
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Step 4: Learn from Existing Components
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DEVELOPING A
GAME-WINNING STRATEGY
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strategy
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Planning
•What is your component’s strategic plan?•What are your component’s PR goals?
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Step 5: Evaluate Your Organizational Goals
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Adopt a Social Media Philosophy
You’re encouraged to follow AIA National’s philosophy
• Develop an elevator speech to quickly and easily explain what you’re up to online
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Step 6: Create Your Social Media Strategy
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Set Your Social Media Goals
• What do you hope to achieve?• Do your goals make sense within the overall
organizational goals?
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Step 6: Create Your Social Media Strategy
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Create Your Social Media Strategy
• How will your social media use complement your organizational strategy?
• What types of content will you provide?• What types of content will you solicit from your
community or members?
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Step 6: Create Your Social Media Strategy
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Create Tactics
• What steps will you take to execute the strategy?• Who will be responsible for executing the strategy?• Do you have the resources required to execute the
strategy?
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Step 6: Create Your Social Media Strategy
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• What tools will you use?• How will you develop content?• How often will you post updates?• What steps will you take to reach your desired
outcome?
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Step 6: Create Your Social Media Strategy
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THE ARENAS
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I
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Key Platforms for Putting Your Brand into Play
•You don’t have to use all these tools or tips•Take baby steps and figure out what works for you•Don’t be afraid to try or to fail
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Step 7: Choose Your Tools
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Tool: Blog
• Decide if you have the capacity to regularly update a blog
• Choose a handful of staff or members who are eager to share their perspective
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Step 7: Choose Your Tools
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Tool: Blog
• Be creative• Invite your readers to get involved (end with an open-
ended question)• Tell important stories• Share your process• Share your successes and challenges
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Step 7: Choose Your Tools
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Tool: Blog
• Write short, action-oriented posts• Link to interesting local news• Be a subject matter expert• Be conversational (write like you’d talk to your friend)
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Step 7: Choose Your Tools
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Tool: Blog
Worried about negative comments? Don’t be!
People are much more interested in helping than you’d imagine
Still worried?
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Step 7: Choose Your Tools
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Tool: Blog
. . . Then consider moderating your comments. Use our sample comment policy:
The American Institute of Architects encourages you to participate in this blog via comments. All viewpoints are welcome but please be constructive. We reserve the right to make editorial decisions regarding submitted comments, including removal of comments.
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Step 7: Choose Your Tools
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. . . and/or craft your own comments policy. How?
• Discuss – Discuss the goals for your policy with relevant stakeholders. Do it in person, face to face, where possible.
• Listen to concerns – Understand that some staff in your component will fear the transparency of a blog. Don’t dismiss these concerns; acknowledge and discuss their fears openly.
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Step 7: Choose Your Tools
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• Reflect your culture – Write a policy that reflects the culture of the blog and its community.
• Keep it short – A comments policy will change and grow along with your blog. Start simple.
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Step 7: Choose Your Tools
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. . . and/or add a disclaimer. Feel free to use our approved disclaimer as your own.
All information provided on this site is for informational purposes only. The American Institute of Architects makes no representations as to accuracy, completeness, timeliness, suitability, or validity of any information on this site and will not be liable for any errors, omissions, or delays in this information or any losses, injuries, or damages arising from its display or use. All information is provided on an as-is basis.
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Step 7: Choose Your Tools
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Tool: Blog
Responding to Negative Comments
• Decide whether the post warrants a response (Remember, not every comment needs a response)
• Acknowledge the issue• Find out what went wrong, if need be, or• If there’s misinformation, correct it• Be transparent in the response, i.e., post a response for everyone to see
Need help? Review AIA National’s strategy for responding
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Step 7: Choose Your Tools
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Tool: LinkedIn
What is it?
• Professional (rather than social) networking site• Business oriented• An online resume
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Step 7: Choose Your Tools
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Tool: LinkedIn
Before starting your component’s presence on LinkedIn, it’s a good idea to
• Create a personal LinkedIn profile• Discover how LinkedIn works• Learn the culture of LinkedIn
Need help? How to set up a LinkedIn profile
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Step 7: Choose Your Tools
Good design makes a difference
Tool: LinkedIn
We recommend these actions because it’s important to understand the LinkedIn platform before you can figure out how your component can have an effective presence.
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Step 7: Choose Your Tools
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Tool: LinkedIn
More than 70 million people use LinkedIn, making it a prime platform to help your component engage with its members.
•Post news and discussion questions
• Send group messages
• Share files
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Step 7: Choose Your Tools
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Step 7: Choose Your Tools
AIA National’s LinkedIn group page:
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Tool: LinkedIn
Are you ready for a LinkedIn Group:
• Are your members using LinkedIn?• Do you have a clear goal for the group?• Who will you let join your group (members, industry,
everyone)?
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Step 7: Choose Your Tools
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Tool: LinkedIn
• Do you have time to facilitate/start a discussion?• Will you monitor posts?• Who will manage the group?• What criteria will you use to create subgroups?
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Step 7: Choose Your Tools
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If you can’t answer all the previous questions,
• Join and participate in the AIA National LinkedIn group• Encourage your members to do the same• Add a link to the AIA National LinkedIn group to your web site
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Step 7: Choose Your Tools
Good design makes a difference
Tool: LinkedIn
If you can answer all the previous questions, please adhere to the following specs:
• Your group name should clearly reflect your component name
• Your group image may be whatever your component chooses, with the exception of the AIA National logo
• Send the link to your group to AIA National so we can promote it
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Step 7: Choose Your Tools
Good design makes a difference
Tool: LinkedIn
What if a member posts a negative comment? It’s bound to happen sometime.
• Have someone dedicated to checking comments daily• Use the negative comment as an opportunity to engage (not
criticize) the member; you both might learn something
Need help? See how AIA National chooses to respond
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Step 7: Choose Your Tools
Good design makes a difference
Tool: Facebook
What is it?
• Social networking site that can be used professionally• Users “like” your page to conveniently receive updates in
their personal news feed• Enables you to post events, links, videos, and photos• Offers interactive applications
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Step 7: Choose Your Tools
Good design makes a difference
Tool: Facebook
Before starting your component’s presence on Facebook, it’s a good idea to
• Create a personal Facebook profile
• Discover how Facebook works
• Learn the culture of Facebook
Need help? See How to Sign Up for Your Facebook Account
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Step 7: Choose Your Tools
Good design makes a difference
Tool: Facebook
We recommend these actions because it’s important to understand the Facebook platform before you can figure out how your component can have an effective presence.
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Step 7: Choose Your Tools
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Tool: Facebook
500 million+ users are on Facebook, making it an ideal platform to help your component
• Gain visibility and cross-promote your events and programs
• Generate dialogue with and between your members
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Step 7: Choose Your Tools
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Tool: Facebook
A Facebook page for your component can be similar to your personal profile:
• You can make friends• You an update your status• You can upload videos, photos, and articles• You can create events
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Step 7: Choose Your Tools
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Step 7: Choose Your Tools
AIA National’s Facebook page
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Tool: Facebook
Are you ready for a Facebook page:
• Are your members on Facebook already?• Do you have a clear goal for the page?• Do you have time to update your page with valuable content?• Do you have the capacity or desire to interact daily with your
fans?
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Step 7: Choose Your Tools
Good design makes a difference
Tool: Facebook
If you can’t answer all the previous questions,
• Like and participate on the AIA National Facebook page• Encourage your members to do the same• Add a link to the AIA National Facebook page to your
web site
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Step 7: Choose Your Tools
Good design makes a difference
Tool: Facebook
If you can answer all the previous questions, please adhere to the following specs:
• Create a fan page, not a group page, for your component (you’ll get weekly metrics for your page)
• Your page name should clearly reflect your component name
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Step 7: Choose Your Tools
Good design makes a difference
Tool: Facebook
•Your component’s profile image may be whatever your component chooses, with the exception of the AIA National logo• Send the link to your page to AIA National so we can include it on the national Facebook page
Need more help? See our guidelines for setting up a Facebook page
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Step 7: Choose Your Tools
Good design makes a difference
Tool: Facebook
What if a member posts a negative comment? It’s bound to happen sometime.
• Have someone dedicated to checking comments daily• Use the negative comment as an opportunity to engage (not
criticize) the member; you both might learn something
Need help? See how AIA National chooses to respond
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Step 7: Choose Your Tools
Good design makes a difference
Tool: Twitter
What is it?
• Microblogging social networking site• Offers fast, efficient means of communicating (in 140 characters or
fewer)• Updates may be sent via mobile texting, instant message, or the
web• Is a free, sophisticated marketing tool
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Step 7: Choose Your Tools
Good design makes a difference
Tool: Twitter
Before starting your component’s presence on Twitter, it’s a good idea to
• Create a personal Twitter account
• Discover how Twitter works
• Learn the culture of Twitter
Need help? See How to Set Up Your Twitter Account
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Step 7: Choose Your Tools
Good design makes a difference
Tool: Twitter
We recommend these actions because it’s important to understand the Twitter platform before you can figure out how your component can have an effective presence.
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Step 7: Choose Your Tools
Good design makes a difference
Tool: Twitter
With nearly 200 million users, Twitter can help your component
• Cross-promote your events and programs
• Engage with your members faster (and create brand loyalty)
• Share news, information, files, links, images
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Step 7: Choose Your Tools
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Step 7: Choose Your Tools
AIA National on Twitter
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Tool: Twitter
Are you ready for a Twitter account:
• Are your members on Twitter already?• Do you have a clear goal for the account?• Do you have time to post daily? • Can you link to valuable content?• Will you monitor/respond to replies and direct mentions?
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Step 7: Choose Your Tools
Good design makes a difference
Tool: Twitter
If you can’t answer all the previous questions,
• Follow and engage with AIA National on Twitter• Encourage your members to do the same• Add a link to the AIA National Twitter account to your web site
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Step 7: Choose Your Tools
Good design makes a difference
Tool: Twitter
If you can answer all the previous questions, please adhere to the following specs:
• Your account name should clearly reflect your component name
• Your profile should include your location, web site address, and a short descriptor (bio)• Your profile image may be whatever your component chooses, with the exception of the AIA National logo
Need more help? See our guidelines for setting up a Twitter account
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Step 7: Choose Your Tools
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Tool: YouTube
What is it?
• Innovative and engaging marketing platform• Enables you to upload and share videos• Easily embed videos on Facebook, blogs, and other web
sites• Enables users to comment on videos
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Step 7: Choose Your Tools
Good design makes a difference
Cho Choose oseTool: YouTube
Before starting your component’s presence on YouTube, it’s a good idea to
•Create a personal YouTube account•Discover how YouTube works•Learn the culture of YouTube
Need help? See How to Sign Up for Your YouTube Account
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Step 7: Choose Your Tools
Good design makes a difference
Tool: YouTube
We recommend these actions because it’s important to understand the YouTube platform before you can figure out how your component can have an effective presence.
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Step 7: Choose Your Tools
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Tool: YouTube
With about 50 million users, YouTube can help your component
• Broadcast your message• Engage with your members
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Step 7: Choose Your Tools
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Step 7: Choose Your Tools
AIA National YouTube Channel
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Tool: YouTube
Are you ready for a YouTube channel:
• Are your members using YouTube?
• Do you have a clear goal for the channel?
• Who will monitor comments?
• Do you have videos (content) to post on a regular basis?
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Step 7: Choose Your Tools
Good design makes a difference
Tool: YouTube
If you can’t answer all the previous questions,
• Participate on the AIA National YouTube Channel• Encourage your members to do the same• Add a link to the AIA National YouTube Channel to your web site
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Step 7: Choose Your Tools
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Tool: YouTube
What if a member posts a negative comment about our video? It’s bound to happen sometime.
• Have someone dedicated to checking comments daily• Use the negative comment as an opportunity to engage (not
criticize) the member; you both might learn something
Need more help? See how AIA National chooses to respond
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Step 7: Choose Your Tools
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BATTER UP!
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bat
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Now that you’ve done all this planning . . .
. . . It’s time to implement!
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Step 8: Implement Your Plan
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• Create a short-term and long-term implementation plan
• Let your members know what you’re up to• Link to your social media channels from your web site
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Step 8: Implement Your Plan
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KEEPING SCORE
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score
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What is your ROI?
• Results?• Opportunities?• Investment?
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Step 9: Measure Your Efforts
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Define Your Metrics
• What will you count?• How will you bring added value to your members?
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Step 9: Measure Your Efforts
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Document your activities as you progress through
steps 1-8
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Step 9: Measure Your Efforts
Doing so will give you a baseline starting point to measure your impact and whether you’re achieving your goals
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Evaluate
• Give your component time in the beginning to listen, learn, and adapt
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Step 9: Measure Your Efforts
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Are You a Social Media Rock Star?
If you followed all of these steps, you’re well on your way to helping
•Advance online conversations about architecture profession•Engage online with AIA members
Keep it up!
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You’re On Your Way
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Got questions or comments?
We welcome comments, debate, and discussion. Feel free to contact Sybil Walker Barnes, director of social media at AIA National.
New school: Old school:
E-mail: [email protected] Phone: 202-626-7331
Twitter: @sybil_b
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