Social media tips
Social media training Belgrade, 15 September 2011
Why engage in social media for publicity?
Some tools that you can use...
Listening in to the conversation… • Dashboard – Netvibes, iGoogle • Keyword tool – SocialMention, IceRocket, Trackur • Feed reader – Google Reader
Finding keywords is very important…what are the people we are looking for using when they look for us online, or have a conversation about this topic online?
Can help answer the question is this an important blog etc?
Premium services – Politicshome, Radian6, BrandWatch and Sysomos
Klout [www.klout.com] (twitter, FB) PeerIndex [www.peerindex.com] (twitter, FB) Alexa [www.alexa.com] (websites) 30 second blog review method
Who’s blogging? How many posts, how recent? What kind of engagement?
Responding to comments
It is an option to NOT respond to comments about you. Only reply if you have more value to add, or can gently correct inaccuracies. Otherwise, monitor the conversation without commenting. If you do respond, keep it informal and friendly.
Writing for websites
This is an active medium – people use the web to answer questions, get things done. Offer a summary up front Use the keywords and phrases you know your audience use to find information about you in the first part of the text and in titles eg clocks go back One idea per paragraph Short headlines – 5 to 8 words only Add descriptive inline links and multimedia to illustrate (NOT click here!)
Link shortening services eg bit.ly can give you click through rates, but Twitter blocks these in favour of its own service.
Social Media Content
First point – be remarkable! Funny, helpful, insightful, quirky etc. Be prolific, use insight based on experience. Get feedback – what worked? Simplify ideas and messages – use shareable formats ie not PDF
Goals for social media channels
Listening to your audience, understand views Generate buzz Discussion and response Co producing materials with a community (more durable content)