Social Media Made Simple

Social media is one of the most cost-effective communication tools at your disposal. Today, you’ll

discover how to use Facebook to build relationships with your employees and mobilize your communities to

action.

Who We Are

Dan Rose & Mel Grau

Agenda

5) Follow Social Norms

4) Crunch the Numbers

3) Give Away to Take Away

2) Leverage Your Content

1) Know Your Audience

Social Media Handbook

GoalBuild a community for your

content

SolutionStop and understand your

audience

#TrustTipKnow Your Audience

#TrustTip – Know Your Audience

• How do I get to know my audience? – Download our “Defining Your Audience Sheet”– Q: What does your audience want?

#TrustTip – Know Your Audience

• Once you have defined your audience, how can you use it to drive your social presence?

Frame content so it appeals to them.Curate content from relevant groups.

Develop Goals.

#TrustTip – Know Your Audience

• WEA Example: Inspiration Monday– Our Facebook Audience is the “Pinterest

Demographic”– Inspiring quotes / videos / images resonate

especially well with this audience– General audience can still engage with this

content [human aspect]– Inspiration Mondays are consistently high

engagement and reach days

#TrustTip – Know Your Audience

• Audience Example: Local Community– Content focused around events that the

community can participate in– Share Content from other important local groups

(e.g. Local Humane Society, Local Businesses, Local Social Groups)

– Discuss issues that the community cares about

GoalGenerate more content with less

time

SolutionLeverage the content you have!

#TrustTipLeverage Your

Content

#TrustTip - Leverage Content You Have

• Example: WEA Trust Blog Posts – Thrive Campaign– 1 blog post gave us

content for:• Two Facebook Posts• Two Twitter Posts• Thrive Newsletter Content

#TrustTip - Leverage Content You Have

• Calendar of Events– Pre-planned events during the year = great content – By following your calendar you can see what parts

of the month or year need additional content– Looking for other local events that your audience

cares about will help you grow and provide content• Schedule ahead of time– Great tools like Hootsuite are available for free

GoalGrow your audience

SolutionRun a contest

#TrustTipGive Away to

Take Away

#TrustTip – Give Away to Take Away

• Stagnant at 4,650 likes in 2013

• After monthly contests in 2014, we gained over 100 new likes

• Increased engagement by over 150%

Give audience a timeframe

Tell them what you want them to do

Always provide value

Anatomy of a Post

GoalCalculate ROI

SolutionUse Facebook Insights

#TrustTipCrunch the

Numbers

#TrustTip – Crunch the #’s

How many people like your Page?

How many people see

your posts?

How many people

engage with your

content?

#TrustTipFollow Social

Norms

#TrustTip – Follow Social Norms

Use a profile page for your brand page– Use one of Facebook’s “Pages” which are designed

for this purpose– Best Practice – Gain Access to Analytics

DON’T DON’T

#TrustTip – Follow Social Norms

Use images whenever possible– Posts with images get the highest amount of

engagement on Facebook:• 53% more Likes• 104% more comments• 84% more click-throughs on linksDO

DO

#TrustTip – Follow Social Norms

Go without posting on your page for an extended period.– Set up a regular posting schedule and stick to it– Big gaps in posting:• Ruin the engagement you’ve built up• Look unprofessional / disorganized DON’T

DON’T

#TrustTip – Follow Social Norms

Be conversational– Social media is supposed to be SOCIAL– Building trust with your community is a two-way

street.– Provide valuable content and respond to your

community when they react to it!DO DO

Thank you!Next Up: On-site Clinics Webinar in September