Embed Size (px)
Citation preview
H O W T O B E S T U S E T W I T T E R & FA C E B O O K A S L E A D P L AT F O R M S
NATO EXPERTS FORUM
@BrianHonigman
PURPOSE DRIVEN.BECOME
@B R I A N H O N I G M A N
WHAT IS A
LEADING PLATFORM?
@B R I A N H O N I G M A N
BEST INVESTMENT
OTHER OPTIONSvs.
@B R I A N H O N I G M A N
A PORTION OF YOUR AUDIENCE IS
HIGHLY ACTIVE THERE.
@B R I A N H O N I G M A N
OPPORTUNITY TO
WITH VALUE EQUAL TO ATTENTION.
REACH NICHE
@B R I A N H O N I G M A N
DRIVES ROI FOR YOUR ORGANIZATION.
@B R I A N H O N I G M A N
WHY ARE FACEBOOK & TWITTER LEADING
PLATFORMS?
@B R I A N H O N I G M A N
AUGUST 27TH, 20151 BILLION PEOPLE USED
FACEBOOK IN A SINGLE DAY.
@B R I A N H O N I G M A N
@B R I A N H O N I G M A N
@B R I A N H O N I G M A N
@B R I A N H O N I G M A N
FACEBOOK’S MOST AMBITIOUS PROJECT PLANS TO USE DRONES TO BEAM FREE
INTERNET (WITH FACEBOOK INCLUDED) TO DEVELOPING COUNTRIES
500 Million Tweets Sent Daily
#IVoted
#Ebola#Ferguson
#HeForShe
#CometLanding #Carnaval
@B R I A N H O N I G M A N
@B R I A N H O N I G M A N
@B R I A N H O N I G M A N
20-year-old woman SAVED from floods in Yamaguchi area
due to Twitter.
@B R I A N H O N I G M A N
@B R I A N H O N I G M A N
LIMITED UNDERSTANDINGof how social media users behave on each channel.
@B R I A N H O N I G M A N
LEADS TO…Not sharing the right type of content.
Not making use of platform’s unique feature sets.
@B R I A N H O N I G M A N
LEADS TO…Not sharing the right type of content.
Not making use of platform’s unique feature sets.
@B R I A N H O N I G M A N
FINITE ACCESS TO RESOURCES
@B R I A N H O N I G M A N
LEADS TO…Not following a written social media strategy.
Lack of buy-in from higher ups.
@B R I A N H O N I G M A N
LEADS TO…Not following a written social media strategy.
Lack of buy-in from higher ups.
@B R I A N H O N I G M A N
MORE DIFFICULTto stand out on social platforms today.
@B R I A N H O N I G M A N
LEADS TO…Less results to show leadership.
M
@B R I A N H O N I G M A N
LEADS TO…Less results to show leadership.
More broadcasting on social media.
@B R I A N H O N I G M A N
LACK OF INTEGRATIONacross global social media teams.
@B R I A N H O N I G M A N
LEADS TO…Wasted time and poor resource allocation.
Misaligned messaging prove ROI.
@B R I A N H O N I G M A N
LEADS TO…Wasted time and
Misaligned messaging and less results to prove ROI.
@B R I A N H O N I G M A N
STOP+ Refocus
@B R I A N H O N I G M A N
Understand the psychology of the social media users on that channel.
@B R I A N H O N I G M A N
•To bring valuable content to one another.
•To define ourselves to others.
•To grow and nourish our relationships.
•For self-fulfillment.
•To get the word out about causes they care about.
Source: Psychology of Sharing Study via New York Times
*Helpful Wording
*More Information
*Aligned Language
*Mimic News Headlines
Source: Cornell Study
SHAREABLE TWEETS INCLUDE:
@B R I A N H O N I G M A N
Focus on Each Platform’s Unique Features
@B R I A N H O N I G M A N
@B R I A N H O N I G M A N
@B R I A N H O N I G M A N
@B R I A N H O N I G M A N
@B R I A N H O N I G M A N
APPLY FINDINGS TO YOUR SOCIAL
MEDIA STRATEGY.
@B R I A N H O N I G M A N
Create less, promote
more.–Salma Jafri
REPURPOSE YOUR CONTENT
@B R I A N H O N I G M A N
39 secs
3 minutes
@B R I A N H O N I G M A N
Reworded & reformat existing content.
FB status can be 60K+ characters.
@B R I A N H O N I G M A N
@B R I A N H O N I G M A N
@B R I A N H O N I G M A N
Consistency. Personalization.
Association. Innovation.
A B C
@B R I A N H O N I G M A N
#pressfreedom
@B R I A N H O N I G M A N
@B R I A N H O N I G M A N
@B R I A N H O N I G M A N
@B R I A N H O N I G M A N
DESPITE CHANGES TO: •EACH SOCIAL NETWORK
•THE LANDSCAPE
•YOUR STRATEGY
•YOUR TACTICS
•YOUR MESSAGING
@B R I A N H O N I G M A N
CAN DRIVE THOUGHTFUL USE OF TWITTER & FACEBOOK.
PURPOSE
@B R I A N H O N I G M A N
