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Social Media:Post With A Purpose

Social Media Steps for Success1. Know your Social Platforms and Target Audience

• Which social media platforms are most effective? Who’s your target audience?2. Set Goals and Objectives

• How many more followers do you want to have by the end of the year?• How often are you going to post and will you do it consistently?

3. Create a Content Calendar• Utilize your outlook calendar to remind you to post daily based on important dates, holidays, events, etc.

4. Develop a Content Strategy• How often and what time of day should you post?• What types of posts that are most engaging? • Boosting posts reaches a wider audience & helps gain more followers.

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Step 1: Know your Social PlatformsFacebook is the largest social network & the one most people use with 2 billion monthly active users as of Q3 2017Instagram is a visual first network that has over 75 million daily active usersYouTube is one of the largest search engines focused on video content with 1 billion active users each monthTwitter is a microblogging social network with 330 million monthly active users & is a good place to find tennis related content

Which platform is the most used?The Pew Research Center provides valuable social media statistics…..* http://www.pewinternet.org/fact-sheet/social-media/

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Step 1: Know your AudienceThe Pew Research Center provides valuable social media statistics…..* http://www.pewinternet.org/fact-sheet/social-media/

Step 2: Set Goals and Objectives• Increasing followers by a certain percentage by the end of the year

• 25-50% more followers by 2020• Boosting posts on a consistent basis

• Use Key Performance Indicators (KPI)• Engagements/Interactions – likes, reactions, comments, retweets, shares• Views – The number of times your video was viewed• Reach – The number of people who saw your post

• Monthly Prize Giveaways to encourage engagement and positive brand recognition

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Utilizing the Insights & Ad Center Sections on Facebook

Step 2: Set Goals and ObjectivesInstagram Win – Southern:• 50% Increase in followers since Feb. 2018• 1,918 followers to 2,880• Variety of Posts:

• Videos• Inside look with staff pics• Event pictures• Sharing follower content• Pro Players

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Prizes Monthly giveaways of prize(s)

Creates brand awareness Ask followers to share & like your page to receive prize Good way to promote your brand & provide info

With this boosted giveaway, results were: About 12,000 people reached 200+ likes of the post 100 comments (with people tagging their friends) 143 shares

Step 3: Develop a Content CalendarMonday Tuesday Wednesday Thursday Friday Saturday Sunday

Motivation Monday: Inspirational postTennis Apprentice Post with information

Pictures from a USTA event like a Level 2 Tournament

Throwback Thursday #TBT TGIF Post Funny Tennis meme or cute dog with ball picture post

Holiday Related post (ex. Mother’s Day)

Sponsor/Partner promotion, such as camp information

TennisTrivia/poll with Monthly Prize giveaway Wednesday Wisdom (Tennis Tips)

Tennis in Space –Net Generation PostPros/Pro Tournament Information

Saturday Tennis event updates Tennis On Campus recap/pictures

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Step 4: Content Strategy Be consistent with frequency, timing, brand voice and engagement (1-2 posts per day) Use creative images and videos

Content with visuals gets 94 percent more views (According to Forbes). 85% of the most shared content on Facebook in 2017 was video content.

Offer something of value that your audience can’t find anywhere special giveaways, sponsor discounts, special event information

Ask questions to engage your audience. Ex: “What’s been your favorite tennis event?” Take fans “behind-the-scenes”

Show photos of your staff, volunteers, or anything else the follower may not normally see

Follower Engagement

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Video is King• 85% of the most shared content on Facebook in 2017 was video content

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The FB Algorithm Change 2018 On January 11th, Mark Zuckerberg announced they’d be prioritizing content from “friends,

family and groups” & have less public content like posts from businesses, brands and media. How to reach your audience despite the changes:

Continue posting engaging, quality content that prompts comments Use your marketing budget to “boost” posts Identify your social media influencers and encourage them to interact and share Utilize your current tennis contacts such as captains, volunteers, & staff, and ask them to

share your posts/information with their contacts

Boost Posts Boost posts on FB and IG that will be most effective in

gaining new players & drawing them to the tennis court Special USTA Southern events for new members Camps, Fast 4 events, Tennis Apprentice, Family Nights Example: Tennis Apprentice Boosted Post

5K people reached 29 people shared with their friends Boosted through FB & also created an ad for IG.

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Posting & Hashtag Tips

• Utilize Hashtags to keep track of your audience and how they’re engaging with you• Promote your brand’s hashtag on your social media pages & at special events to identify

social media influencers that help promote and provide content• Hashtag Ideas: #USTASouthern #NetGeneration #TennisOnCampus #TennisApprentice

FB IG TwitterBest Time of Day to Post 11AM 11AM 10AM

Best Used for…. Events, Sharing Information, Follower engagement• Action Shots• Colorful Content• Pictures

• Memes• Customer Service• Gifs

Number of Hashtags 1-2 3-8 1-2

Goals for 2019 & Best Practices

What are your next steps and goals for 2019?

Feel free to share some social media best practices you’ve learned!

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