social media strategy -...

SOCIAL MEDIASTRATEGY

PUBLIC BROADCASTING ATLANTA

11/10/2016

KEYQUESTIONS


11/10/2016

01 Where are we now?

02 Why is social media important?

03 Who is using social media?

04 What are we trying to accomplish?

05 How and when do we use social media?



11/10/2016

01 WHERE ARE WE NOW?

SOCIAL MEDIA PLATFORMS


11/10/2016

Currently, 4 PBA products associated with 16 separate representations in social

✓ Facebook

✓ Twitter

✓ Reddit

✓ Tumblr

✓ Instagram

✓ YouTube

✓ Linkedin

✓ Google+

✓ Facebook

✓ Twitter

✓ YouTube

✓ Facebook

✓ Twitter

✓ Tumblr

✓ YouTube

✓ LinkedIn

Public Broadcasting Atlanta

IMPACT OF SOCIAL MEDIA


11/10/2016

wabe.org Social MediaJanuary – 2016 November PVs from social media

SOCIAL MEDIA PRIORITIES


11/10/2016

01 02

03 04



11/10/2016

02 WHY IS SOCIAL MEDIA IMPORTANT?

SOCIAL MEDIA &NEWS


11/10/2016

wabe.org Performance

SOCIAL MEDIA &NEWS


11/10/2016



11/10/2016

03 WHO IS USING SOCIAL MEDIA?

SOCIAL MEDIA &NEWS


11/10/2016

WABE FACEBOOK SOCIAL DEMOGRAPHICS


11/10/2016



11/10/2016

04 WHAT ARE WE TRYING TO ACCOMPLISH?

SOCIAL MEDIA AREAS OF FOCUS


11/10/2016

01

ContentSharing our stories

02

Marketing/Brand/Promotion

Promoting ourproduct

03

FundraisingGaining support

CAN THERE BE MORE THAN ONE GOAL?


11/10/2016

Yes and….

YES!…An integrated strategy will allow success

in all areas

HOW CAN 3 GOALS BE ACHIEVED?


11/10/2016

Use our core mission to develop a formula for success

80%10%10% Ask for support

Share content

Get the word out

+

100% Success

SOCIAL MEDIA IS AN EXTENSION OF JOURNALISM


11/10/2016

“Journalism in its purest form is about witnessing an event and recording them for others to see and read.”

— American Journalism Review, Kevin Klose

Content Goals Listen

Record

Share information

Start a conversation

Interact

Listen

Record

Share information

Start a conversation

Interact

JOURNALISMEXAMPLE


11/10/2016

While we currently hit many of the journalist goals, we don’t consistently interact with audience

SOCIAL MEDIA & FUNDRAISING


11/10/2016

“Most giving is 80% emotion and 20% rational. And the best way to get to someone’s emotions is to tell a story.”

— Unknown

Fundraising Goals Tell your story

Reason to Give

Call to action

Create a sense of urgency

Say Thank you

FUNDRAISINGEXAMPLES


11/10/2016

Tell your story

Reason to give

Call to action

Create a senseof urgency

Say “Thank you”



11/10/2016

05 HOW AND WHEN DO WE NEED TO TELL THEM?

HOWSOCIAL MEDIAPLATFORMSARE USED


11/10/2016

Understanding Social Platforms

I am on the #ATLBeltLine

I like the BeltLine

Here’s my best photo of the BeltLine

Watch me on the BeltLine

My skills include creating the BeltLine

See me on the BeltLine before it self-destructs

I’m blogging about the BeltLine

A collection of favorite places on the BeltLine

Seeking information on the BeltLine

I would like SEO to favor my BeltLine story

This is where I am on the BeltLine

I will share the BeltLine now with the world

Inspiration: https://www.ignitingbusiness.com/

Twitter:

Facebook:

Instagram:

YouTube:

LinkedIn:

Snap Chat:

Tumblr:

Pinterest:

Reddit:

Google+:

Foursquare:

Periscope:

SOCIAL MEDIA:WHAT TO CONSIDER?


11/10/2016

1. Select platforms that best support your

business goals

2. If it seems like “everyone is using it,”

understand why

3. Experiment

What to consider whenchoosing new platforms?

Facebook pays millions to NPR, BuzzFeedand the New York Times to Livestream

Content Marketing Fundraising

Facebook

Facebook Live

Twitter

Periscope

Instagram

Reddit

Tumblr

Google+

Linkedin

YouTube

HOW WEUSE SOCIAL MEDIA


11/10/2016

How we use different social platforms

SOCIAL MEDIA:HOW OFTEN?


11/10/2016

80% - 10% - 10%

Content 80%

Marketing10%

Fundraising 10%

10 X 2 X 2 X

Daily updates guidelines

In order effectively achieve social media success, a daily content strategy must be adapted that incorporates all three goals.

NOTE: The formula above is a guidelines. There will be fluctuations based on timing that will influence the chart above -- including special content related to pledge, breaking news, current events and community events.

SOCIAL MEDIA:LIVESTREAMING

VIDEO


11/10/2016

1. Allow our audience to participate in

conversations – Closer Look, City

lights

2. Share in important live events –

Pledge, etc.

3. Share current events – Dragon Con,

AC3, etc.

4. Go behind the scenes with staff

5. Extend interviews with conversation

6. Panel discussions – Politics,

education, etc.

7. Community events – Planting Trees

8. Ask questions & interact & Respond

How to use Facebook Live and Periscope

Atlanta Trump protests

Facebook Live should be used to interact as well as to share.

SOCIAL MEDIA:

LIVESTREAMING

VIDEO


11/10/2016

1. Live does not mean unplanned

2. Prepare, practice and promote

3. Set the stage. Best image of PBA

should be reflected

4. Invest in the right equipment –

microphones, strong connection, etc.

5. Ask permission – don’t surprise

people with Live broadcasts

6. Give context – well-written

description of event

7. Tell audience how to engage

8. Respond to comments

Facebook Live and Periscope best practices

Best company image should be reflected in social media posts.

NEXT STEPS


11/10/2016

01 Establish company-wide social media policy which include:• Ethics• Use images• Impartiality • Expectations of online behavior for PBA

employees• Information gathering using social media

02 Establish specific strategies and approaches for three main areas (Content sharing, Marketing, Fundraising). Strategies should include recommendations on: • Which social platforms to target• How to grow social audience• Audience conversion/interaction• Who should our social sites like/follow• Establishing relationships with influencers

03 Establish best practices for each area of focus (Content, Marketing Fundraising). Best practices should include:• Tone and Voice• Writing style• Use of imagery • Sharing content in a way that is best suited for

the uniqueness each social platform • Live content

04 Regular monthly reporting on progress toward measurable goals.

social media strategy -...

Documents