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Social Media Strategy 101
Beth Becker@Spedwybabs
@ProgCongress@IndigoStrats
FB: SpedwybabsPinterest: Beth Becker
Organizing 2.0March, 2013
New York, NY
Social Media
Social Networking
Social Sharing
Social Shopping
2
Pyramid of Social Media Strategy
TargetedEngagement
AuthenticityIntegrationwith entire
organization
QualityContent
Questions to Ask Yourself
What do I want to say?
When do I want to say it?
Who do I want to say it to?
Who do I want my audience to repeat it to?
What areas of interest exist between us & our audience?
How formal is my relationship with my audience?
Which social media platform is best to accomplish my goal?
What other pieces are there to this effort & how can social media complement them?
Who do you want to say it to?
Targeted Engagement
Political IdeologyPolitical Ideology
Issues of InterestIssues of Interest
NetworkNetwork
HashtagsHashtags
When do I want to say it?
FacebookFB Self Reports Best Time in general:
9-10 PM ET
Facebook Insights
Tweriod.com
No Best Time- Repetition
Who do I want my audience to repeat it to?
Pay attention to what people comment on/retweet
Notice people’s bios
Ask open ended questions and note who responds
What areas of interest do I share with my audience?
Biggest +Building
community; Groups
Influencing the
Influencers
Easiest Targeted
Engagement
Web Traffic Driver
Integration of Blog w/Social
Biggest Demographics
Pretty even gender split,
under 35
18-24, no gender gap
Tech minded young men
(18-25)
Women w/80%
18-34, little gender gab
Types of Content
links, pictures, video get
most traffictext only
links most popular
pictures/video are now
embedded
links, text, pictures, video,
podcasts
pictures and video anything goes
Best Uses
long term conversations, social action,
internal & external
communication
media/blogger outreach; real
time conversation;
trend monitoring
hangouts for small video conferences
web traffic referral,
meme testing
collaborative social media
ie. story gathering
Which social media platform is best to accomplish my goal?
Facebook Groups as Organizing Tools
*Internal Team Communication (secret)
*Group of people with a common interest, cause or work to do
*Group training community- good as a follow up & keep in touch tool
Montage of members Avatars
Add new members
Facebook Groups as Organizing Tools
How formal is my relationship with my audience?
Don’t mistakeformalityfor lack ofpersonality
Offline Online
Doing a townhall Take ?s via Twitter or Facebook
Holding a press conference Do a Blogger Call/Hangout
Door knockingLive Tweet- do a series of Pinterest boards featuring
neighborhoods
Holding a rallyCreate a foursquare location,
Live Tweet, designated #
Doing any kind of advocacy pushCollect stories/pictures etc
via Tumblr
What other pieces are there to this effort & how can social media complement them?
Tumblr
memes
story collectionfor advocacy
Tumblr
Tumblr
12
RelativelyInexpensive
HighlyTargeted
StealthFacebook Ads
SourceUntraceableCall to Action
Take ?s onFacebook
Take ?s onTwittervia a Hashtag
Multi-Platform Townhall
Allows for ? pre screening
Video tape the answerPost on You Tube/ Vine for Twitter
