The document provides strategies for developing a successful social media presence, including establishing a clear brand and defining one's vision, mission, values, and target audience. It recommends choosing 1-2 primary social media platforms to focus on, developing a content strategy to regularly share relevant and engaging posts, and maintaining consistency to build an engaged following through ongoing commitment. The key is to have a well-defined strategy and plan of action to guide social media activities.

1. Strategies for Social Media Success
Stark/Summit Social Media Roundtable Social
Media Marketing Presentation 8/14/12
Vicki Boatright
AKA Artist BZTAT

2. Strategy is Key
 Social Media without a strategy is like a
car without brakes. You can drive and you
can steer but you have no way of keeping
yourself from crossing the boundaries.

3. Building Your Brand
 To develop a good social media
strategy, you need to establish your
“Brand”.
 Social media is most effective when you
have a solid brand, meaning that you have
a unique and recognizable presence with
a product, service, or other element of
value to others.

4. Building Your Brand
 The specific arena of services that you
promote and how you define your role as
a resource determine your value to others.

5. What is your vision, your
mission, and your core values?
 Vision – What do you aspire to be? What do you
hope to become?
 Mission – What do you do? What is your
purpose for doing what you do?
 Core values – Values that guide your
organization’s actions and how persons conduct
themselves on behalf of the organization.

6. Who is your target audience?
 Who are the people that you most want to
reach?
 What is important to them?
 What is of value to them that you can fulfill for
them?
 Current clients, potential clients, referents, etc.
are all included in your target audience.

7. What is your Value to Consumers?
 What is the unique value that you offer to
your target audience?
 What is it about you that is unique and
makes you different than other similar
organizations?
 Try to pare it down to a simple, basic
statement that can be articulated
descriptively yet succinctly.

8. What is distinctive about the
“product” that you offer?
 What is it about your “product” that is
distinctive and desired by your audience?
 What makes your offerings stand out as
something that your target audience
cannot live without?
 What solutions do you offer to your
audience that they cannot find elsewhere?

10. Social Marketing
 Marketing of the Past: Marketers decided what
they wanted consumers to receive, assuming
they knew what consumers wanted or needed.
 Social Marketing: Consumers engage with you
and let you know what they want, and they let
you know when you are missing the mark.
 Social Marketing is SOCIAL. It is an interaction
instead of a marketer pushing an idea onto a
public whether they want it or not.

11. What do you want people to be
saying about you?
 When people talk about your
organization, what do you want them to be
saying?
 What ARE they saying currently? Are you
listening?
 What can you do to better articulate your
message so that your audience’s image of
you better matches the perception you
want them to have?

12. Develop Your Strategy
 After you have defined your target
market, define how you plan to reach them and
interact with them.
 Follow others who are doing what you want to
do well and get ideas from them.
 Google to get ideas.
 Decide the best SM platforms to use for
reaching your target audience.
 Decide the best SM platforms to use for inbound
gathering of information and resources.

13. Inbound and Outbound
 Social media is social. Engagement is extremely
important.
 SM is not just about putting things out there. It is also
taking things in.
 Inbound: feedback from consumers or referents;
gathering new information and resources; learning about
issues affecting your target audience, etc.
 Outbound: distributing salient resources; marketing
services and events; responding to questions and
concerns; issuing public announcements, etc.

14. Define Boundaries
 Decide on types of info that you want to
disseminate.
 Identify “Don’t go there!” areas.
 Have an ongoing dialogue about how to address
concerns with confidentiality, over-sharing or
other types of inappropriate postings from your
followers, and other issues that could arise.
 Determine how you wish to set privacy settings.
This may vary at times depending on
circumstances.

15. Social Media Platforms
 Facebook
 Twitter
 LinkedIn
 YouTube
 Google+
 Pinterest
 Many, many others!

16. Facebook and Twitter
 Facebook- Probably the best place to start
as more people are there and getting info
there.
 Twitter is a world of it’s own, yet becoming
more attractive to young people.
 Both are a good place to develop a
presence as a resource and place to go
for information.

17. LinkedIn
 Good place to connect with other
professionals to get new information and
articles to post.
 Good place to post information for
recruitment and other professional
purposes.

18. YouTube
 Develop your own “Channel” where you
can share videos that are relevant to
target audience’s interests.
 Videotape conferences or do video blogs
of interviews with local experts.

19. Google+ and Pinterest
 Google+ Still somewhat a “frontier town”. Place
to meet new people who share your passion as
opposed to place to connect with people you
already know.
 Good idea to develop a presence simply for
Search purposes.
 Pinterest Very visual. Not necessarily a primary
network, but can be used creatively.

20. “I can’t do it all!”
 Choose one or two platforms to focus on.
 Use opportunities to post to more than one
platform at a time
(HooteSuite, Tweetdeck, Facebook to
Twitter, etc.).
 Branch out once you feel you have
developed confidence with one or two
platforms.

21. What do I post?
 Each platform is unique, but some basic
postings work for all.
 Links to articles and other web info. (Good
to add some comment or intro.)
 Ask questions to stimulate discussion.
 Promotional information.
 Photos, quotes and infographics. Images
have a lot of power.

22. Content is King
 Important to share content that is relevant and
interesting to your audience on a regular basis.
 Content that encourages engagement creates
loyalty.
 Some things can be light and fun, while others
more serious.
 Follow a number of blogs or organizations via
social media and re-share their content.

23. How often should I post/engage?
 You get out of it what you put in. Your results will
correlate with your investment of time and
energy.
 Facebook Engage and respond often. Post 2-3
articles or other types of info. a day. You can
post the same thing more than once, but not too
often.
 Twitter Engage and respond often. Post more
frequently as it is a much more rapid platform.

24. Make a Hub
 Your website is the best place for your hub.
 All roads lead in and out.
 Put social media buttons on website.
 Put links to website on all SM profiles.
 Complete all SM profiles with as much info as
you can without being boring.
 Make it easy for people to find you wherever you
are!

25. Blogging
 A blog is a good way to share information
in a more comprehensive fashion.
 Blogs enhance your search engine
visibility.
 Guest posts from local experts.
 News and promotions.
 Make sure blog posts go into all your SM
feeds.

26. Getting an engaged following
 Friends, family and colleagues.
 Providers and other community professionals.
 Use the “Hub”.
 Comment on other FB pages or blog posts or
engage in other ways.
 Contests and other promotions to engage
followers.
 Encourage others to share content.
 Put QR codes linking to SM pages on
promotional literature.
 Paid ads.

27. What is your plan for following
through?
 Follow through is critical. You must be prepared
to live up to the expectations that you create.
You need to develop a plan of action and follow
through with it.
 Revisit your strategy and adapt to the changing
technologies and trends.
 Ensure that all who are part of the plan
understand and are committed to the strategy
you develop.

28. My Schtuff
 Bztat@bztat.com
 www.bztat.com
 www.okeyspromise.com
 http://www.facebook.com/artistbztat
 http://www.facebook.com/OkeysPromise
 @BZTAT on Twitter (https://twitter.com/BZTAT)
 BZ TAT and BZTAT Studios on Google+
 http://www.linkedin.com/in/vickiboatright
 http://www.youtube.com/bztat
 http://pinterest.com/bztat/
 http://bztat.tumblr.com/