SNAPSHOT: Leveraging Social

Media as an Organization

July 2014

Cindy Kendall

http://tinyurl.com/social-media-orgs

Why?

Where?

Is it effective?

Considerations to getting started!

Why?

• Fulfill mission• Connect and

engage with members• Disseminate

information• Provide value to

profession: members and nonmembers

Where?• Where are your members?• What kind of content do you

want to share?• How easy to add content?• How easy to manage?• How will you gather analytics?• How do you want to be perceived

and identified as an organization?

Page or Group?

Page GroupIdentity Act as the organization Anyone can create a groupPost Privacy Anyone can see Open, Closed, SecretAudience Anyone can “Like” Available to anyone or only group

members depending on group type; members can be approved/deleted

Analytics Metrics available, able to “boost” posts, exportable data

Count of group members

Notifications All members automatically receive notifications when someone posts in group

Management Page owners, managers Group moderatorsRead more

Effectiveness Measures?

• Is your content reaching your members?

• Do your members find it valuable and helpful?

• What is the strategy your content contributors/moderators use to share content and connect with members?

• Do you review analytics?

Metrics and sample benchmarks

• facebook likes, shares, and reach; for example:– 80% of posts reach at least 10%

of likes (weekly analytics report)

• twitter clicks, favorites, and reach; for example:– At least 25% of tweets are

retweeted (weekly analytics report)

– At least 25% of tweets have a minimum 5 clicks (weekly analytics report)

– Tweets represent unique content, retweets, and mentions (look at a 3-5 day sampling)

Twitter Analytics

Use a Content Manager

Considerations• When is your audience online?• Have multiple

moderators/administrators• Understand each platform’s

algorithms and tagging protocols and content interactions

• Consider leveraging 3rd party tools as appropriate (e.g. tweetdeck, buffer, hootsuite, IFTTT, analytics)

• Content will be accessed via mobile device (phone, tablet) so format appropriately

• Create a strategy for posting appropriate to the environment

• Have a posting policy for nonmoderator contributions, if applicable

Next Steps1. Determine audience

needs, interests, and presences. How will you add value?

2. Choose environment(s)3. Identify content focus

and interaction strategies

4. Create implementation and monitoring strategies

http://tinyurl.com/social-media-orgs