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Jenn Lake was a panelist for a recent Baltimore Public Relations Council Event at Stella Maris in Towson, MD
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Why Should You Have a Social Media Strategy?
Accountability Return on Investment FYI: 526 million daily active users on average in
March 2012 on Facebook (Facebook, 2012)
What Are Your Goals?
Ask yourself these questions: What do you want to do with social media? What are your overall marketing goals?
Ex: Build awareness, build customer loyalty, manage your reputation, gain customer insight
How to Determine Your Action Items
Be realistic Make them measurable
Goal: Increase brand awareness Action Item: To increase the amount of followers
from 500 to 650 by July 2013
How to Measure Social Media Activity Analyze traffic from social media links
Monitor number of followers and likes
Track your brand on Search.Twitter.com
See how social media is driving traffic to your site
Where to Begin Building a Strategy
Market Research Research competitors Know industry challenges Determine who to follow
Where to Begin Building a Strategy Know your target audience
Ex: Pinterest
83% females 18-34 (Hubspot) Interest-based Great for B2C
Google Plus People spend less time here than Facebook + Twitter
Consider This…
Who will be managing your social media outlets? Does your organization currently have social media
guidelines? How much time can be spent on social media? Know your overall branding & make it consistent
Organizational Social Media Guidelines
Examples: Transparency: Clarify which comments are your
own opinions versus the ones that are official university statements
Accuracy: Make sure you have all the facts before you post or write
@TUOutreach
How to Approach Social Media
Be realistic Be organized Keep it fresh Be human Be integrated
410-704-3162
Facebook.com/TUOutreach
@TUOutreach
www.TUOutreach.com
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