Maximising Online Resource Effectiveness Workshop: Content Promotion Strategies (session 6/8)

1. Social media strategy—SCAMORE 6/8
maximising the effectiveness of your online resources
photo: www.sxc.hu/photo/883122 1

3. Promotion strategy
Session 6/8

4. Part 3
lightweight policy
Don’t be evil!
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5. Institutional responses
IRET 5Rs framework
Rules &
Regulations
Relationships & Roles &
Communities Responsibilities
Institutional
Response
Routines &
Rewards
Regularities
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6. Community responsibility
photo: www.flickr.com/photos/26640908@N02/3881258647 6

7. It’s all about…
http://www.websocialarchitecture.com/community/2008/06/a-conceptual-ma.html 7

8. It’s all about…
http://www.websocialarchitecture.com/community/2008/06/a-conceptual-ma.html 7

9. My place or yours?
photo: http://flic.kr/p/7EYXSJ0 8

10. Identity management
website, blog, facebook,
twitter, podcast, tumblr,
youtube, vimeo, email,
buzz, wave, skype, msn
PTO…
photo: www.sxc.hu/photo/627728 9

11. Don’t expect people to drink from the firehose
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12. Mind your #!%£ language!
you never know who might be listening
photo: flic.kr/p/6zeUVs photo: istockphoto 11

13. WARNING
REPRODUCTION, MODIFICATION, PUBLIC
EXHIBITION BROADCASTING, DISTRIBUTION,
TRANSLATION, OR ADAPTATION OF THIS
PRODUCT IS FINE.
REALLY, WE WANT YOU TO DOWNLOAD IT, COPY
IT, CHANGE IT AND SHARE IT WITH OTHER
PEOPLE.
DO COPY THIS PRODUCT

14. Social metrics
how do you measure impact?
photo: www.flickr.com/photos/33914386@N08/4296323737 13

15. Policy review…
http://socialmediagovernance.com/policies.php
photo: flic.kr/p/yLjyi 14

16. Social media policy
This exercise is designed to help you consider
how social media could be used to enhance
communication and promotion of online
resources by your organisation (or unit,
department, project)—consider the following:
Activities and social media services
‣ List resources and associated activities (e.g. news, reports, presentations, photos,
videos, bookmarks…) for which you intend to use social media and try to match
these to appropriate services (e.g. blog, YouTube, slideshare, delicious, etc.).
Rationale
‣ Why did you choose this service/approach? What does it offer to help you engage
with your chosen audiences/communities?

17. Social media policy
Intention to use
‣ Is your primary intention to inform, educate, persuade, influence, encourage
uptake, manage expectations, listen, discuss, synthesize, amplify? What difference
does this make to how you would use the medium?
Communication style
‣ What type of communications suit this medium and the audience you are
attempting to engage? Formal/informal? Serious/trivial? Broadcast/conversational?
Factual/opinionated? Immediate/considered? How much detail is required?
Metrics
‣ How will you define and measure engagement? Views/hits, link clicks, re-tweets,
followers, subscribers, comments, downloads? How frequently will you measure?
Integration
‣ How will you integrate posts with your other communications? How might other
organisations or the wider community reuse them? Will it be syndicated, cross-
posted, aggregated, filtered, amplified, reused?
Short description
‣ Write a public-facing bio for your organisation (140 characters, a paragraph or a
page) using language appropriate to the service. Let users know what they should
expect from you through this channel and why they should care.

18. Social media policy
Use policy
This is an internal guide for the project team describing why and how
the service is to be used as part of your project in practical terms,
addressing items such as:
‣ What is it for? What are you going to post about? What should you not post about?
How often would you post/update? What are the triggers (events, progress, related
posts by other people/projects, milestones)?
‣ Who is responsible for posts? What is the posting process (e.g. writing/proofing,
adding campaign metrics, link shortening, tags/categories/metadata, cross-
posting)?
‣ Communication style?
‣ How usage relates to use of personal/project/institutional channels?
‣ Monitoring, moderation, replying and commenting. How to respond to positive or
negative comments?
‣ Design considerations—colours, images, avatar, background, contact information,
biographical details?
‣ How and when will you evaluate how successful you have been with a service?