social media: making connections and making them work
DESCRIPTION
Five umbrella rules for building successful a successful social media strategy for your brand, including knowing when to automate, minimizing self-promotion and learning how to tell a better story.TRANSCRIPT
Social Media: Making Connections & Making
them Work#DCBKK October 20, 2013
Jodi EttenbergAuthor, Speaker & Soup Eater
www.jodiettenberg.com@legalnomads
Social Media: Making Connections & Making Them Work
Social Media: Making Connections & Making Them Work
Today:
Reframe your relationship with social
media.
Social Media: Making Connections & Making Them Work
Today:
Provide practical advice on automating some
aspects of social media -- and when automation
should be shelved for more human interaction.
Social Media: Making Connections & Making Them Work
Today:
How best to optimize your brand’s core message for
repeatability using storytelling.
Social Media: Making Connections & Making Them Work
Social Media: Making Connections and Making Them Work
When used strategically, social streams are the best bridges we have to link a growing
community to our businesses.
Social Media: Making Connections & Making Them Work
There is a difference between outward-facing social relationships, and inward-facing social relationships.
VS
Social Media: Making Connections and Making Them Work
Social Media: Making Connections and Making Them Work
broad principles to increase engagement, community loyalty, &
improve your relationship to social
media.
Social Media: Making Connections & Making Them Work
1. Always provide value through
social streams (& value your users).
Social Media: Making Connections and Making Them Work
"The bottom line is that your Page strategy should still stay the same: produce high quality content and optimize for engagement and reach. You can do this by focusing on these tips when creating your Page posts:
● Make your posts timely and relevant● Build credibility and trust with your audience● Ask yourself, “Would people share this with their
friends or recommend it to others?”
- Facebook for Business, August 24, 2013
Social Media: Making Connections & Making Them Work
Ask meaningful questions instead of like-baiting.
Social Media: Making Connections and Making them WorkCurate links to learn from, educate and inspire.
Social Media: Making Connections & Making Them Work
(That is: no douchetaggery allowed.)
2. Don’t conflate noise with
community.
Social Media: Making Connections & Making Them Work
Social Media: Making Connections & Making Them Work
Twitter’s take:
“Hashtags are most powerful when you use them judiciously. Including more than two in a Tweet is probably overkill.”
- Best Practices for Hashtags, Twitter (https://dev.twitter.com/media/hashtags)
Social Media: Making Connections & Making Them Work
Facebook’s foray into hashtags:
“Quality, not hashtags, is what our News Feed algorithms look for so that Pages can increase their reach."
- CNET, “Facebook hashtags said to have zero viral impact”, September 4, 2013
Social Media: Making Connections & Making Them Work
(That is: no douchebaggery allowed.)
3. Minimize self-promotion.
Social Media: Making Connections & Making Them Work
We trust people more when they show us they are great,
not tell us they are great.
- Wired for Story, by Lisa Cron
Social Media: Making Connections & Making Them Work
Work on creating goodwill, then using it sparingly.
Social Media: Making Connections & Making Them Work
"In short, the secret of promotion in the age of social media isn't to promote yourself. It's to promote others.”
- Tim O’Reilly, “The Truth about Social Media Marketing.”
Social Media: Making Connections & Making Them Work
Social Media: Making Connections & Making Them Work
Social Media: Making Connections & Making Them Work
4. Know when to automate.
Social Media: Making Connections & Making Them Work
Yes No
Tweetdeck / Buffer - scheduling. Leaving anchor text and titles unchanged when retweeting.
News.me / Twitter curation tools (* requires that you do not follow back on Twitter).
Cross-posting to several different media without changing context, tone.
Social Bro, Tweriod: good for time to tweet.
Using “new” RTs in lieu of old style or “via”.
Bitly - link analytics. Reposting your own work with same anchor text as earlier.
Social Media: Making Connections & Making Them Work
Social Media: Making Connections & Making Them Work
Social Media: Making Connections & Making Them Work
Social Media: Making Connections & Making Them Work
Endless recipes to automate content-mapping.
Examples: ● Save articles to Pocket → Buffer →Google
Spreadsheet.● Fave article on Pocket → Evernote
Social Media: Making Connections & Making Them Work
5. Distill your messaging into a
story, and tell that story on social
media.
Social Media: Making Connections & Making Them Work
"The brain, it seems, does not make much of a distinction between
reading about an experience and encountering it in real life."
- New York Times, March 17, 2012, “Your Brain on Fiction”
Social Media: Making Connections & Making Them Work
Create an emotional connection between your product and the people you want to buy
it.
The human mind wanders and ignores messaging by nature; stories bring it back.
Social Media: Making Connections & Making Them Work
Social Media: Making Connections & Making Them Work
Social Media: Making Connections & Making Them Work
“Putting a story in the marketplace is not the end, it’s the beginning. Consumers want a
role. They want to be advocates for the brands and products they choose.”
- “The 10 Commandments of Content”, FastCoCreate, Sept 30, 2013
Social Media: Making Connections & Making Them Work
Social Media: Making Connections & Making Them Work
1. Always provide value & value your users to create community.
2. Don’t conflate noise with community.
3. Minimize self-promotion.
4. Don’t over-automate your feeds.
5. Use storytelling to create an emotional connection with your communities.
Or, taken together:Don’t be a douche online.
Jodi EttenbergAuthor, Speaker & Soup Eater
www.jodiettenberg.com
Contact: [email protected]
@legalnomads