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EffectiveSocial Media

Engagement

-VS-

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STRATEGY

• Customer service – providing answers and direction to online resources

• Reputation management – dispelling stereotypes and myths

• Consumer education – reaching out with useful, timely information

• Promotion – promoting DMV campaigns and products to increase revenue

PROMOTION

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BENCHMARKING RESULTS

0

10

20

30

40

50

60

70

May.2012

July Sept. Nov. Jan.2013

Mar. May.2013

VirginiaDMV*Virginia ABC

VirginiaDOTCaliforniaDMV

KLOUT COMPLETION

RESULTS

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RESULTS

RESULTS

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BRANDS

MULTIPLE PAGES

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Profile Picture

No Strategy

CLEAR SOCIAL MEDIA STRATEGY

•Customer service – providing answers and direction to online resources

•Reputation management – dispelling healthcare and wellness stereotypes and myths

•Customer education – reaching out with useful, timely information

•Promotion – promoting VDH campaigns and awareness campaigns

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RESULTS

TAKE HOME STRATEGIES

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SOCIAL MEDIA POSTS: 1/3 RULE

•Retweet partners, •Support promotional campaigns,•Educational messages (e.g. #MCM #movemore #Virginia, #RVA #BreastisBest)

•Local Health Office locations, •Promote campaigns and outreach

(e.g. Back to School, Teacher Appreciation Day,

Bullying prevention)

•Redirect customer concerns•Enhance SME reputation / notable resource

FREQUENCY

Content Calendar – Cascading Messages

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Content Calendar

Content Calendar

Content Calendar

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CONTENT CALENDAR

Planned messages:

Tuesday, September 5: Talk about bullying and schools

--VS --

Tuesday, September 5: #Teachers & #parents can teach #kindness by doing volunteer or service with #kids. Role model how to care for others http://bit.ly/2vleiTg

CONTENT CALENDAR

Hashtags:

#beagoodstudentwhileatschoolwithyourfriends

--VS –

#GoodStudent #school #Friendship #BFF #BestieForTheRestie #GoodGradesMatter

HASHTAG INTEGRATION:

Regional - #HRVA #RVA

Interest - #pregnancy

#cars #teacherlife

Holiday - #valentinesday

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TWITTER MESSAGES

Next week is back to school. Don’t forget your school supplies.

--VS --

Next week is #BacktoSchool. Don’t forget your school supplies. #HRVA #MyElementarySchool

INSTAGRAM STRATEGIES

Tag photos by locations

TAKE HOME STRATEGIES

Clear, cascading pages – Twitter

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TAKE HOME STRATEGIES

Clear, cascading pages - Facebook

TAKE HOME STRATEGIES

Use Klout.com or native sites for analytics

Taya Jarman, MS, APR

804‐864‐7299

Taya.jarman@VDH.virginia.gov