The key to understanding how social media applies to your company, is to understand my job ::

Yes, I take pictures. Write stuff.

Answer questions. Occasionally, tweet.

The key to understanding how social media applies to your company, is to understand my job ::

Yes, I take pictures. Write stuff.

Answer questions. Occasionally, tweet.

Tell stories!!

Casey Trees – Social Media

We are currently on:

• Flickr• YouTube• Wordpress

(website/ blog)• Twitter• Facebook• LinkedIn?

Exploring the potential of:

• Instagram• Google+• Pinterest• Foursquare

Now that you understand the what to social media, it’s important you

understand the why.

– Marketing– Engagement/ Information sharing– Customer service– Resource development

Now that you understand the what to social media, it’s important you

understand the why.

– Marketing– Engagement/ Information sharing– Customer service– Resource development

But at the core of all of these are..

Now that you understand the what to social media, it’s important you

understand the why.

– Marketing– Engagement/ Information sharing– Customer service– Resource development

But at the core of all of these are.. Demographic collection.

..which leads us to analytics.• Twitter

– Metrics: @mentions, retweets (RT), etc.– Provides no capacity for analysis..yet. Only those who purchase

“promoted tweets” have Twitter-based analytics available to them• https://dev.twitter.com/blog/introducing-twitter-web-analytics• https://business.twitter.com/advertise/analytics/

– Must be done through third party software (or a really, really big team of data analysts)• Hootsuite (only one not free – and only one that archives for you)• Twenty Feet• The Archivist• Twitonomy• Twitter Counter• Tweetstats

..which leads us to analytics.• Facebook– Metrics: Likes, Page likes, comments,

shares..reach, engaged users, virality rate..• Provide a rich analytics capacity to their Pages (non-

individual profiles)• Stores information for roughly 12 months

– Demographics & location:• Gender and age ranges• Location by country, city, and language• Like/ Unlike sources (page, timeline, mobile, search

results)

Analytics across other platforms:

• Foursquare– Simple design, basic (but valuable) metrics

• Check-ins, unique customers, likes, long-term engagement, top/ recent visitors/ mayors, check-ins shared via other platforms..

• Youtube & Flickr – Picture/ video views, comments, shares, etc.

• Wordpress is fully integratable with Google Analytics – Provides you with rich capacity to record, store, and

breakdown everything from pageviews to bounce rate to time-on-page…etc.

Last but not least.. Policy.• You have employees or coworkers on it already.

Guaranteed.• Soo.. I guess we need a policy.

• “A social media policy outlines for employees the corporate guidelines or principles of communicating in the online world.”

•How do we ensure no mistakes?• Policy should be more about what employees can do and best practices

for social media use versus all the things employees can't or shouldn't do on social media.

• Clear guidelines will ensure that your company brand is enhanced and that your reputation is not sullied by an errant remark.

• http://www.inc.com/guides/2010/05/writing-a-social-media-policy.html

Casey Trees’ social media culture

• The same way it’s our shared mission to help plant trees throughout DC, it’s an opportunity that we all share to help tell the stories and cultivate those relationships as well.

• Some coworkers are already doing it…

But..• One of two red flags are immediately being raised

in your heads right now:– For directors/ executives: “I don’t want staff just

playing around on their personal accounts all day.”– For all: “I don’t want to mix my work and personal

worlds – especially on the computer.”• It’s important that you understand – this is not

mandatory. But it can provide you, your department and your company with some pretty high returns.

Start the process of putting together a social media policy.

• “compliant and consistent standards for our organization’s social media presence.”

• Basically, you should try to provide:– Tactics for important situations– Procedures to inform decisions of all staff– Definitions for a variety of actions

• But until then, here are some general guidelines to go by..

Tim’s Short List of Do’s and Do Not’s• Do Not:• Vent. “I hate my job.”

• Complain about the constituency.

• Don’t share personal info about coworkers.

• Do:

— Take a picture!

— Jot down some quick notes.

― Have a conversation..

• ..and record that name!

If you don’t feel comfortable sharing these things yourselves, or if you don’t have a personal account

on a social platform.. Email them to me.

I’ll post them as “Casey Trees.”

thoagland@caseytrees.org