Social Media Guide

A guide jointly published by the SOFIA Foundation and by Nataša Briški in the context of the ACCELERATE! project

2014-2016

 

 

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 Co-­‐funded  by  the  PROGRESS    

Programme  of  the  European  Union    

"This  publication  has  been  produced  with  the  financial  support  of  the  Progress  Programme  of  the  European  Union.  The  contents  of  this  publication  are  the  sole  responsibility  of  the  Sofia  Foundation  and  can  in  no  way  be  taken  to  reflect  the  views  of  the  European  Commission.”  

   

                         

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ABOUT THIS GUIDE  This   guide   is   among   the   three   tool   kits   developed   by   the   «Women   in   the  Media”  working   group   of   the   ACCELERATE!   project.   The   other   two   include   a   guide   for  organisations  or  individuals  wishing  to  promote  women’s  exposure  as  experts  in  the  media;   and   a   guide   for   organisations   or   individuals   wishing   to   promote   women’s  exposure  as  experts  in  the  media.  

 About  the  author:    

NATAŠA   BRIŠKI,   M.Sc.,   is   a   seasoned   journalist,   and   an   expert   in  strategic   communications,   and   in   new   and   social  media.   She   is   co-­‐founder,   Director   and   Editor-­‐In-­‐Chief   at  media   network  Meta’s   list  

and   Meta   Dekleta,   advocating   gender   balance.   She   is   a   member   of   the   Slovenian  National  Experts  Council  on  gender  equality.  She  is  furthermore  programme  advisor  at   the   largest   Slovenian   Media   Festival   “Forward”,   anchors   the   first   podcast   in  Slovenia  on  gender  equality  (Meta  Dekleta)  and  co-­‐anchors  a  popular  weekly  podcast  on  the  media  (Meta's  tea).  Being  a  communications  advisor  she  is  active  in  a  range  of  NGO   projects   in   Slovenia   and   the   EU   advocating   gender   equality.   Nataša   also  regularly  guest   lectures  at  academic  institutions,  teaching  topics  focusing  the  use  of  New  and  Social  Media  in  Slovenia  and  abroad.    About  the  Sofia  Foundation:    

THE  SOFIA  FOUNDATION,  headquartered  in  Brussels,  is  dedicated  to  raising  women’s  profile  as  subject  matter  experts  in  the  information  

media,  and  as  Non-­‐Executive  Directors  on  the  Boards  of  companies,  public  and  semi-­‐public   institutions,   and   non-­‐profit   organisations   in   Europe.   ACCELERATE!   is   the  backbone  of  the  Sofia  Foundation's  action  to  support  seasoned  women  professionals  as  they  access  boards  and  the  media.  This  top-­‐ranked  EU  project  –  funded  under  the  European   Commission’s   PROGRESS   programme   –   was   launched   at   the   Deauville  Women’s   Forum   in   October   2014.   We   provide   a   pan-­‐European   platform   for  organisations   and  networks   engaging   qualified  women   in   economic   governance,   as  panellists  in  policy  debates,  or  experts  in  news  on-­‐air,  online,  and  in  the  print  media.          Guide  published  in  Brussels,  February  2016      

 

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 Coordinator  organisation:  

 

 Co-­‐beneficiary  Partners:        

                                                         

                               Associate  partner:              

                                                 

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INTRODUCTION  

Social   media   is   a   term   used   to   describe   a   set   of   tools   that   encourage  interactive  communication,  allowing  people  to  build  relationships,  spark  dialogue  and  action,   connect   with   personalities,   share   information   and   ideas   and   grow   their  businesses.  They  have  changed  the  way  we  consume  and  interact  with  information.    The   power   and   influence   of   social  media   today   extend  beyond   the   notion   ‘just   for  fun’.   Social   media   has   arisen   as   a   powerful   tool   for   online   communities   to   raise  awareness   and   mobilise   campaigns   on   a   wide   range   of   issues.   Facebook,   Twitter,  LinkedIn,   YouTube,   Instagram,   Pinterest   …   are   serious   business   tools   that   can   help  you   share   your   unique   experiences,   promote   your   business,   inform   citizens   and  network   like   a   pro.   They   are   affordable   and   have   the   potential   to   reach   mass  audience.   Most   social   media   are   international   platforms,   which   means   that   their  reach  is  global.    There  is  no  right  or  wrong  way  to  use  social  media.  There  is  no  right  or  wrong  answer  to  the  question  should  I  join  social  media  or  not,  should  I  stay  in  my  comfort  zone  or  should  I  go  with  the  still  relatively  ‘new  kids  on  the  block’.  Don’t  be  afraid  to  try  new  things,  but  do  think  your  decisions  and  actions  through.  As  Erik  Qualman,  author  of  Socialnomics,   likes   to   say   we   really   don’t   have   a   choice   on   whether   we   DO   social  media,   the   question   is   how   well   we   DO   it.   Social   media   has   revolutionized  communication  and  made  it  easier  for  people  to  connect,  share  and  exchange  ideas.      

# HOW TO START

Social  media  strategy  requires  research,  clearly  outlined  goals  and  objectives,  smart  tactics   and   dedicated   effort.   So,   before   jumping   into   the   pool   of   various   platforms  and  opportunities  available  you  should  ask  yourself  the  following:    

1.    Who  am  I?    2.    What  is  my  goal?    3.    What  is  my  message?    4.    Who  is  my  audience?    

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5.    Who  will  take  care  of  my  social  media  presence?      Answering   all   this   questions   will   help   you   decide   which   popular   social   media  platform  might  be  best  for  you,  what  is  the  best  channel  and  the  best  way  to  reach  your   audience   and   how   to   allot   your   time   and   resources.   There   are   plenty   of  options,  a  mushrooming  number  of  web  platforms  that  can  carry  your  message,  not  all  the  same  size  and  shape  therefore  not  each  and  everyone  best  suited  for  you.  No  matter   which   one   you   choose   your   success,   as   in   probably   the   case   in   every  business,  depends  on  how  dedicated  you  really  are.  

 

# WHICH SOCIAL MEDIA IS RIGHT FOR ME

 Most  popular  social  media  of  today  are:  Facebook  (1,44  billion  active  users  monthly),  YouTube  (more  than  1  billion  users),  LinkedIn  (over  330  million  registered  members),  Instagram   (300   million   active   users   monthly),   Google   +   (300   million   active   users  monthly),  Twitter  (284  million  active  users  monthly)  and  Pinterest  (70  million  users).    Facebook   (launched   in   2004)   -­‐   most   widely   used,   connects   people   to   other  individuals,  brands  and  organisations.  Good  for  keeping  in  touch  with  family,  friends  and   colleagues   but   also  much  more   than   that,   generating   brand   awareness,  many  people  use  it  for  business  networking.    Twitter   (launched   in   2006)   -­‐  microblogging  platform  where  users   communicate   via  up   to   140-­‐characher   long   messages,   called   tweets.   It’s   a   place   where   news   often  breaks.   Twitter   has   become   an   indispensable   communication   channel   for   players  from   various   fields   of   knowledge   and   work   to   amplify   their   messages   to   a   global  audience.   Posting   info   in   real   time.   Plays   a   growing   role   in   the   reporting   of   world  events.  Sea  of  valuable  information  and  talents,  smart  audience.  Wildly  popular  with  the  media.    LinkedIn  (launched  in  2003)  -­‐  business  oriented  service,  your  CV  online.  A  must  have.  One  of   the  most   important   resources   for  professional  networking,   showcasing  your  expertise,   connecting   with   other   businesses.   Use   a   professional-­‐looking   headshot;  customize  your  LinkedIn  URL  to  make  it  easier  for  people  to  find  you.    Instagram   (launched   in   2010)   -­‐   mobile   photo   and   video   sharing   service,   enabling  users   to   share   content   on   a   variety   of   social  media  platforms.  A  picture   is  worth   a  thousand  words.  Offer  a  behind  the  scenes  look,  show  exclusive  content.    

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YouTube  (launched  in  2005)  -­‐  nearly  everyone  uses  it,  most  popular  video  platform,  showing  people  visually  what  you  do.  Easy  to  make,  no  need  for  special  equipment.  One  of  the  most  shared  types  of  content  on  the  web.  You  can  easily  embed  YouTube  videos  in  your  blog  and  on  your  social  media  platforms.    Pinterest   (launched   in   2010)   -­‐   sharing   visual   content,   photos,   videos,   infographics,  and   tutorials.   Telling   story  with   rich   images.  Audience  predominantly   female.  Great  for  showing  your  business  culture.    Blogs  -­‐  great  to  make  your  voice  heard  and  create  your  own  PR  machine.  Traditional  media  constantly  search  for  new  faces  and  browse  through  pages  looking  for  experts  offering   their   expertise.   This   may   be   your   opportunity   to   write   short   analytical  comments  on  pressing   issues   that  matter   to  you.  Use   links,  be  yourself,   respond  to  comments  and  cross  promote  through  your  other  social  media  channels.  There   is  a  plethora  of  mostly  free  of  charge  blogging  platforms  you  can  choose  from.      

# BASIC RULES OF ENGAGEMENT  

Social  media   is  about  conversations,  building   relationships,  connecting  with  people.  And   yes,   it   takes   time.   In   order   to   be   successful   you   have   to   maintain   a   regular  posting  frequency.  The  old  communication  model  was  a  monologue.    

 

Dialogue   is   the   new   black.   Best   communicators   start   as   the   best   listeners.   Be  proactive.   Open,   honest   and   authentic   is   what   it   counts.   You   can’t   control   the  conversation  but  you  may  inspire  and  influence.    

 

Three  golden  rules  of  engagement  on  social  media  are:    1.  Listen  to  what  people  have  to  say  or  talk  about    2.  Engage  in  conversations    3.  Measure  your  audience  and  influence  

 Both  measurement  and  analytics  are  key  to  assessing  your  success  in  social  media.  Use   this   information   to   better   understand   your   audience,   and   to  make   informed  content  decisions.  But  don’t  judge  your  success  solely  on  numbers.    

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We   have   put   together   key   points   that   will   help   you   navigate   the   ever-­‐changing  social  media  environment.  No  matter  how  serious  the  message,  the  goal   is  to  use  appropriate  language  without  being  boring  and  obnoxious.  # SOCIAL MEDIA TIPS

 These   10   tips   will   help   you   amplify   your   message,   make   your   voice   heard   and  successfully  engage  with  your  audience:  

 1.  Listen  first,  speak  second    Engage   in   a   sustained   value-­‐driven   dialogue.   Social   media   are   not   about   push  messaging  but  about  connecting  with  people  and  building  sustained  credibility.  Best  speakers  are  good   listeners   first.  People  are  more   ready   to   listen   to  us   if  we  also  listen  to  them.  

 2.  Be  compelling,  relevant,  engaging,  responsive    Give  people  something  to  talk  about  and  engage  in  respectful  dialogue.  Don’t  keep  your   knowledge  a   secret  but   also  don’t   speak  outside  of   your  expertise.  Cite   and  link  to  your  sources.  Your  content  should  be  relevant  to  the  interests  of  your  target  audience.  Share  statistics  and  useful  information,  links  to  long  reads,  research  and  analyses.  Use  relevant  links  to  highlight  your  expertise  and  opinion.  Make  sure  you  have  your  facts  right.    3.  Use  humour  

 

When  it  comes  to  humour,  it’s  all  about  authenticity.  Humour  is  the  most  powerful  communication  tool  there  is.  Don’t  be  afraid  to  have  fun  here  and  there.  A  sense  of  humour  can  go  a   long  way   if  done  appropriately.  Humanize  yourself.  Never  make  fun  of  others  or  be  offensive   towards  others.   Steer   clear  of   controversial   jokes   in  bad  taste.  Make  sure  humour  fits.  

 4.  Be  the  signal  not  the  noise    Don’t  just  broadcast  your  message.  If  your  social  media  feed  is  overly  promotional,  you   may   have   trouble   keeping   your   followers.   Be   polite   and   define   your   voice  online.  Try  to  avoid  negative  talk  and  harmful  rumours.  Correct  misinformation.          

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5.  Images  that  work    Dress   up   your   posts.   Images   have   become  more   popular  with   the   ability   to   take  them   with   the   camera   on   a   smartphone.   Create   interesting   visual   perspectives.  Share  close-­‐ups  and  details,  exclusives  and  action  shots.    6.  Think  twice,  publish  once    There   is   no   such   thing   as   private   social  media.   Period.   By   publishing   you   loose   a  degree   of   control.   Do   not   post   confidential   information   or   private   data   of   other  people.   You   are   responsible   for   what   you   post.   Tread   carefully   what   you   share.  People   pay   the   most   attention   to   messages,   which   are   relevant   to   their   own  circumstances  and  point  of  view.    7.  Take  a  deep  breath    It’s   inevitable  that  you’ll  get  some  negative  posts.  Don’t  rush  into  answering  what  you  might   regret,   use   the   opportunity   to   strengthen   your   community.   Stay   calm,  take  time  to  think  about  how  to  respond.  Sometimes  brief  messages  can  be  lost  in  translation.  Apologize  if  mistake  was  done.  Consider  going  offline,  some  challenges  can  be  better  solved  via  direct  email  instead  of  public  Ping-­‐Pong.  

 8.  Say  “thanks”    It’s   good   practice   to   thank   people.   Express   gratitude  where   due   and   compliment  the  good  work  of  others.  Be  polite  and  show  common  courtesy.    9.  Monitor  and  measure    By  regularly  keeping  an  eye  to  and  analysing  reactions  to  your  posts  on  social  media  platforms  you  will  know  more  about  what  content  works  or  not  and  what  time  of  the  day  is  best  for  you  to  publish.  

 

10.  Change  is  the  only  constant    Social   media   is   an   ever-­‐changing   complex   ecosystem:   new   services   are   created,  others  disappear,  most  evolve.  There  are  constantly  new  things  to  learn  about  and  understand.  Keep  your  eyes  open;  what  works  today  might  not  be  the  best  tool  of  tomorrow.  

 

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It  is  important  to  remember:  BE  YOURSELF.  Authenticity  is  the  key  to  success.  When  you  enjoy  what  you  do,  your  posts  reflect  that.  Publish  regularly  but  don’t  over  do  it  and  post  interesting  content  that  is  easily  shareable.  

     More  information:    Nataša  Briški,    Director  of  Institute  Meta’sList,  natasa.briski@gmail.com  ;  @DC43;  Institute  Meta’s  List,      

                                                                               

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"This   publication   has   been   prepared   with   the   support   from   the   European   Institute   for  Gender   Equality   (EIGE).   The   contents   of   this   publication   are   the   sole   responsibility   of   the  Sofia  Foundation  and  they  do  not  necessarily  reflect  the  opinion  or  position  of  the  European  Institute   for   Gender   Equality.   Neither   the   European   Institute   for   Gender   Equality   nor   any  person   acting   on   its   behalf   can   be   held   responsible   for   the   use   made   of   the   information  contained  in  this  publication.’’