social media pitfalls - and how to avoid them - a #begoodbesocial talk

©WEBER SHANDWICK 2013 All rights reserved

The pitfalls of digital engagement

#begoodbesocial


Many a social media operator is more Binks than Bond

#socialmediasanta


@needadebitcard

@vineconference


The biggest errors come from a lack of…

Companies thinking scheduling tweets = engagement Still far too much emphasis on broadcast instead of

engagement Not replying to people Not starting conversations A lack of goals regarding online Trying to be conversational once a month A lack of showing personality Not looking after staff and stakeholders online Events not being aligned with social media A lack of linkbait tactics A lack of planning

#worldaidsday



PLAN

#clutha



If you plan you cannot fail Learn to plan so you can respond quickly Make sure your tweets earn their keep and are aligned with blog

posts Think like the school edition of the local papers Put your links in the right spot…

#kanofoundation


The biggest errors include not thinking like a punter

#epilepsyscotland


Not knowing why people are online

#cfk


The second biggest error…

http://bit.ly/1jgqqXm


The basics…

If on Twitter, use a tool like Hootsuite or Tweetdeck for better engagement and monitoring

Keep your tweets to under 120 characters so they are easy to share

Monitor for your Twitter name and brand name Know what your keywords are and try to mention them in

the first 100 characters of everything you do, especially blogs

Tools like Google Alerts, Google Analytics and Mention.net make life a lot easier – and are free

Use Facebook Power Editor for better control over Facebook Ads

Respond quickly to people, engage lots Mobile is only going to continue to grow Bit.ly links are very useful (and you know to add a + at the end) You might even see Google+ as a LInkedIn – not Facebook

- killer

The Rucksack Project – http://omn.fb.me/1dNlutv


“We R multimedia – we do upper and lower case”

Use video, audio, text, visuals to reach out to people

Vary your platforms of engagement

Use tools like Piktochart and Prezzi to make data more interesting and visual

Plan your content – use an editorial calendar – and be consistent. Podcasts every Wednesday for example

Vary your styles like a newspaper – have humour

Use linkbaiting tactics#missionchristmas


Less reliance on text…

Content comes in more than one form

Will always have a role to play in SEO but people demand more now

Use videos – long and short – whitepapers, events, audio, staff training, presentations – get them all online if there’s relevance to an audience that will see you in a positive light

Always err on the side of brevity Make sure it all loads quickly –

and make sure people can share it

Use tools to see what works for others #givingtuesday


Let’s assume some basics. You all know…

#worldaidsday


Engage? Yes, we always do… on our blog

Don’t spend all your time on your own sites or networks

Go out there, visit Reddit, leave comments on other blogs, pass on useful information to people out there in the digital lands

Don’t wait for people to come to you

At the same time, remember: Be relevant Be useful Be helpful

@vineconference


Oh no, I can’t justify my existence!

“Face-to-face” transaction can cost up to £11.28 whereas an equivalent contact centre episode expends £6.35 yet a similar transaction online incurs just 46 pence of cost.

Scottish Government ICT Study http://www.scotland.gov.uk/Resource/Doc/351231/0117794.pdf

#cfk


“We haz likes! Give me a pay rise!”

#missionchristmas


Will 2014 see better use of The 7:2:1 rule?

For every 10 pieces of content you post… 7 should be non-

promotional and helpful to others

2 can be semi-promotional

1 can be a blatant plug That doesn’t mean you

abandon relevance. A restaurant can share recipes or cooking videos that people want

Accountants can share tax advice on donations to charities The Rucksack Project – http://omn.fb.me/1dNlutv


Believing Content is King

http://bit.ly/1jgqqXm


Thank you

Craig McGillDigital Strategist, Scotland/Ireland0141 333 0557 07584 385 571@[email protected]/in/craigmcgill/[email protected]

#clutha

With thanks to Stewart Argo (@sargo) Matthew Marley (@matthewmarley) Victor Brierly (@cullenskinky) Sarah Anne O’Laughlin (@saraholo) Lynsey

Wight (@lynsey_wight) Laura Sutherland (@laurafromaura) Ross McCulloch (@thirdsectorlab) for hashtags

social media pitfalls - and how to avoid them - a #begoodbesocial talk

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