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Managing social media content

  1. Managing Content in Social Media October 6, 2014 Tim Shaw Amplifi
  2. Welcome! A bit about me
  3. Today we’ll talk • What is conteantbout • Creating a Content Strategy • Creating a Publishing Schedule • Creating & Managing Content • Using Hootsuite to make life easier
  4. Where are we now? A bit about you
  5. Objectives What would you like to get out of this class?
  6. What is content?
  7. What is GOOD content?
  8. What is GOOD • Findable content? • Shareable • Useable • Readable / Consumable • Memorable • Actionable • Reportable
  9. Mostly it’s… VALUABLE
  10. Your Content Strategy
  11. • Environmental Scanning – Need to know who and what is already out there. • Are your competitors using social media? • Are customers talking about your product or brand? • Is there conversation about your niche? • What channels are already active?
  12. • Find Your Audience/Environmental Scan – Listen and Monitor • Google Alerts • Google Blogsearch • Twitter Search ( • Social Mention • Board Tracker • Trackur ( • Social Badges (on competitors’ websites)
  13. • Setting Goals – What are we trying to achieve? • Article Pick-up? • Better Customer Service? • Foster word-of-mouth • Learning/Listening • Advocacy • Loyalty • Trust • Influence
  14. • Setting Goals – Take an honest approach and ask what your goal is. – Define your goal as specifically as you can. – Ensure that it links back to a business goal in a measurable way. • Goal: Reach and inform stakeholders about project X. • Goal: Increase brand awareness to key prospects, analysts and influencers.
  15. • Business Goal: Engage community to improve corporate reputation while gaining buy-in for pipeline project. – SM Goal: Reach and inform stakeholders about project X. • Goal: $4M in sales of widget X during FY2012. – SM Goal: Increase brand awareness to key prospects, analysts and influencers.
  16. • Setting Goals – How will you know that you have achieved your goal? – Determine what you will measure.
  17. Metrics • Quantitative – Brand Awareness • Increased reach – PR • Article picked up online • Traffic sent from PR sites to your site – Advertising • PPC – SEO • links, rankings
  18. Metrics • Qualitative – Advocacy, Loyalty, Influence • Share of voice • Sentiment • Comments • Mentions • Reach • Referrals/Endorsements
  19. • Planning – Budget – Human resources – Technical resources
  20. • What are your current activities, and how will social media fit with them? – Look at what you have now • Website – Who owns it? – Does it work? • Newsletter • PR/Marketing/Sales etc.
  21. • Choosing the right sites – What tools will help you best reach your audience and achieve your goals?
  22. • Choosing the right sites – Unless you uncover a niche social site where your audience is, start with the basics. – Blog, Facebook, Twitter, LinkedIn
  23. • Choosing the right sites – Before taking the complete plunge, test the waters. • Set up accounts and start by listening • Read related blogs and especially the comments. • Set up keyword searches in Hootsuite or using • Set up Google Alerts – • Run a search on or at least once a day.
  24. • What to listen for – Complaints – Compliments – Problems – Questions – Word of Mouth • Impact of activities – is word spreading?
  25. • What to listen for – Competitors • What are they doing/saying? – Influencers • Who influences your audience online? – Point of need • Are people looking for a solution you provide?
  26. • Identify which channels your audience uses most. – This will help guide your efforts when creating and sharing information. – Don’t discount social sites that are less active, they will still help create links and boost SEO.
  27. – General timeframe for moving up the social participation levels. •Contributing value through content creation, helping customers achieve their goals Contributing Level 5 •Telling your own story •Sharing your brand’s passion & personality Sharing Level 4 •Participating in conversations that your customers are interested in (broader than your brand) Participating Level 3 •Answering the “social phone” •Responding to customers online; helping/support Responding Level 2 •Monitoring & analysis •Listening broader than your brand (ex: point of need) Listening Level 1 Measurement & Analysis
  28. •Contributing value through content creation, helping customers achieve their goals Contributing Level 5 •Telling your own story •Sharing your brand’s passion & personality Sharing Level 4 •Participating in conversations that your customers are interested in (broader than your brand) Participating Level 3 •Answering the “social phone” •Responding to customers online; helping/support Responding Level 2 •Monitoring & analysis •Listening broader than your brand (ex: point of need) Listening Level 1 Measurement & Analysis Progression through levels 2-5 depends on your comfort level and readiness of your audience to participate with a brand. 1-2 weeks
  29. • Tone of your content – Informative – Instructional – Entertaining – Or all 3?
  30. • Choosing keywords 1. List topics
  31. • Choosing keywords 1. List topics 2. Fill in buckets with potential keywords
  32. • Choosing keywords 1. List topics 2. Fill in buckets with potential keywords 3. Short-tail & Long-tail keywords
  33. • Choosing keywords 1. List topics 2. Fill in buckets with potential keywords 3. Short-tail & Long-tail keywords 4. Research related terms
  34. • Choosing keywords 1. List topics 2. Fill in buckets with potential keywords 3. Short-tail & Long-tail keywords 4. Research related terms 5. Research what competitors are doing
  35. • Choosing keywords 1. List topics 2. Fill in buckets with potential keywords 3. Short-tail & Long-tail keywords 4. Research related terms 5. Research what competitors are doing 6. Narrow your list
  36. • Time management – Figure out how managing social media will fit in your schedule. • 30 minutes in the morning to listen and comment/respond – Check blogs, Facebook and Twitter • Publish new blog article – Share link on Facebook and Twitter • 30 minutes in the afternoon to listen and comment/respond
  37. • Time management – Use tools that allow you to post to multiple channels for multiple accounts/clients • Hootsuite still #1 in my book – Twitter – Facebook profile and pages – LinkedIn – Apps for other networks – Reporting – Team management
  38. • Content Schedule – A major part of Producing and Posting • Establishes what will be published and when • Helps you manage your time in creating valuable content • Especially important for blogs
  39. • Content Schedule – Not just text • Photos • Video • Audio
  40. • Content Schedule – Make someone responsible for content – Engage them early on – Enable them to ask questions • How is this content request related to our business goal? • If they can’t do this they will get swamped.
  41. • Content Schedule – Document your content sources • Newsletters • Brochures • Tradeshows • Meetings • Events • Social Media
  42. • Content Schedule (editorial calendar) – Map out first 6-8 weeks of content at a minimum • Establish a 52 week blog schedule
  43. • Content Schedule – where will it come from? – PR/Comms will have to create content (50%) – Internal (non-PR) Staff can write content (10%) – Article Summaries and links to external content (10%) – Videos, podcasts, pictures, polls and more (10%) – Re-purpose your existing content (10%) – Misc (10%)
  44. • Start small • Less content more often = – More user friendly – Better quality – Less expensive – Easier to manage 500 words once a week.
  45. Content Creation Process Strategize Analyze Categorize Feedback Review Create Review Approve Publish
  46. Content schedule template
  47. Audience
  48. Audience • Stakeholder Group – This could be community or staff segmented by location, functional area, or other factors?
  49. Audience • Key Characteristics – Relevant details that help shape communication, such as: mobility, shift work, community demographics, perceptions from previous initiatives, others. – How active are constituents in social media? What tools are they using?
  50. Audience • Current Level Of Understanding – What is the current understanding about brand/product/cause? – What will enable or hinder receipt of your message -- what is of most interest and concern to them; perceived threat or opportunity, what will be seen as a gain or loss.
  51. Audience • Desired Behaviour – What do you want done, or not done, as the result of this communication?
  52. Audience • Tactics/Timing – What is the best way to reach them and when do we reach them?
  53. Audience • Responsibility – Who is most credible with this stakeholder?
  54. Audience • Conversation Tone – What is your audience saying about your issue or cause? Are they supportive, negative, neutral?
  55. Audience • Who are we trying to reach?
  56. Audience • Is your audience using social media? • Where are they? • What are they saying?
  57. BHAG Big Hairy Audacious Goal
  58. Goals • What do we want to be different when we’re done?
  59. Goals • What does success look like to you?
  60. Goals • What milestones will let us know we’re on track? • What will we measure?
  61. Strategies
  62. Strategies • The activities that you will use to achieve your goal, not the tools.
  63. Strategies • Example – Goal: Excellent oral health care for every senior in the region. – Strategy: Inform adults caring for elderly parents about importance of oral health. – Tactic: Use Facebook page to engage adults in conversations about their parents’ oral health. • ‘My Story’ campaign on Facebook to encourage adults to share their stories.
  64. Creating your content
  65. Inform, Involve, Inspire • Inform – Content designed to provide the user with information on your brand, issue or cause. – Focus on why it is important to them. – Over time, shift to provide them with the information that they need to be informed advocates and champions for your cause.
  66. Inform, Involve, Inspire • Involve – Content should engage the user, and have them participate in the discussion or conversation in some way. – Can be as simple as liking a post on Facebook, signing an online petition or actually coming out and participating in events. – Should include a call to action.
  67. Inform, Involve, Inspire • Inspire – Content is created to inspire some sort of action from the user. – Always accompanied with a simple way to complete the call to action – Enable the user to carry the message forward to their peers – online and offline.
  68. Writing for Social Media • Relevant, useful, and interesting • Easy to understand and share • Friendly, conversational, and engaging • Action-oriented
  69. Writing for Social Media • Relevant – WIIFM? – Time – Location – Audience – Interests
  70. Writing for Social Media • Relevant – Time – School is out for summer! has great tips on how to keep kids active.
  71. Writing for Social Media • Relevant – Location – Think last winter was cold #yyc? Check out and learn how to lower your heating bills.
  72. Writing for Social Media • Relevant – Audience – Learn how to protect your #aging parents’ health. It’s the little things that count.
  73. Writing for Social Media • Relevant – Interests – #Foodies in #yyc – we’ve found the best dishes to keep you warm this winter.
  74. Writing for Social Media • Useful – Study shows adding carrots to diet reduces gum disease. Why? Because they’re delicious and crunchy! Learn more about gum disease at
  75. Writing for Social Media • Make sure it’s Interesting
  76. Writing for Social Media • Is it SHAREABLE? – Put relevant information at the beginning of your post. – Use fewer characters than allowed to make sharing easy. – Keep messages short but relevant. – Test your message on a cold reader. Could someone “get it” in less than 2 seconds? – Provide enough context so your message can stand alone.
  77. Writing for Social Media • Do – Use contractions – Write in first or second person (I, we, you)?
  78. Writing for Social Media • Don’t – Use colloquial language (y’all, ain’t, you guys). – Use trendy abbreviations (UR for “you are”).
  79. Writing for Social Media • Is it action oriented? – Use action verbs such as “learn,” “watch,” or “join.” – Include links to Web content that offer more detail. – Use ALL CAPS sparingly, for emphasis only.
  80. Curating Content
  81. Curate?
  82. Why curate?
  83. Challenges experienced publishing content online 0% 20% 40% 60% 80% Finding Relevant Content on a Regular Basis Managing Large Amounts of Content on Different Topics Improving SEO Finding Time to Maintain Online Presence Finding Time to Publish Content
  84. Did content curation help? 0% 20% 40% 60% 80% 100% Finding relevant content on a regular basis Managing large amounts of content on different topics Improving SEO Finding time to maintain online presence Finding time to publish content Agree Strongly Agree
  85. How to curate • Google Alecrtsontent • Social news streams • Social bookmarking • Curators
  86. • Who will ‘own’ social media internally? • How will it be organized? Organic Centralized Coordinated • Natural growth • Requires fewer resources • Less consistent • Runs deeper in organization • One department controls efforts • Not spread or used broadly • Does not move as ‘quickly’ as other models • Clear set of rules and guidelines, best practices • Each department executes
  87. Break!
  88. Sharing Ratios
  89. 4-1-1
  90. 555+
  91. Rule of Thirds
  92. Golden Ratio
  93. Reposting Content?
  94. Facebook
  95. Writing for Facebook • How do people interact? • 77% just read • 17% share news with others • 13% post about the brand
  96. Writing for Facebook • Tone – Use casual, jargon free tone – Keep it consumer friendly
  97. Writing for Facebook • Tag – Tag people or companies in a post. – Post then shows up on their wall. – They’re more likely to see and share the post.
  98. Writing for Facebook • How do you engage? • Automating content? – Pros/Cons
  99. Writing for Facebook • How do you engage? – Use photos • 53% more likes than average posts • 104% more comments
  100. Writing for Facebook • How do you engage? – Encourage shares & mentions
  101. Writing for Facebook • How do you engage? – Use questions and polls
  102. Writing for Facebook • How do you engage? – Target your messages
  103. Writing for Facebook • How do you engage? – Put fans in charge
  104. Writing for Facebook • How do you engage? – Involve fans
  105. Writing for Facebook • How do you engage? – Make it real-time – Bring the offline online
  106. Writing for Facebook • Keep it simple
  107. Writing for Facebook • Best time to post?
  108. Writing for Facebook • Best time to post – When fans are not at work – Posts between 8PM and 7AM receive 20% more engagement
  109. Writing for Facebook • Best day to post?
  111. Writing for Facebook • How often should you post?
  112. Writing for Facebook • How often should you post per day?
  113. Twitter
  114. Writing for Twitter • Message (or tweet): Messages are composed of up to 140 characters of text or links.
  115. Writing for Twitter • Retweet (RT): If a tweet (or message) from another Twitter user is relevant, the retweet function allows you to forward their message to your network. • Modified Tweet (MT): A retweeted message that had to be modified to fit the character limit.
  116. Writing for Twitter • Mention: Twitter enables users to automatically link to each other by putting the @ symbol in front of the username in a message.
  117. Writing for Twitter • Include Twitter handles
  118. Writing for Twitter • Hashtag: – Hashtag is created automatically when you put the # symbol before a word. – Using a hashtag enables other people to join in a larger conversation on a topic or find information quickly.
  119. Writing for Twitter • Hashtag: – Tweets with 1-2 hashtags receive 21% higher engagement than those with 3+ – Only tag the most important word that represents the theme of your tweet
  120. Writing for Twitter • Hashtag: – 17% of the top 1000 search terms on twitter turn over every hour • Don’t force trending hashtags into your tweets
  121. Writing for Twitter • Short URL: Links can be compressed using tools such as, which bring them down to about 15-20 characters. – Place links in the middle of tweets
  122. Writing for Twitter • 140 characters is too much. – Best engagement on tweets 120-130 characters
  123. Writing for Twitter • Use abbreviations, but keep it professional – Avoid UR, L8R
  124. Writing for Twitter • Share. – Share photos and behind the scenes info about your brand, issue or cause. – Give a glimpse of developing projects, events and important meetings.
  125. Writing for Twitter • Listen. – Regularly monitor the comments about your brand, issue or cause.
  126. Writing for Twitter • Ask. – Ask questions of your followers to glean valuable insights and show that you are listening.
  127. Writing for Twitter • Respond. – Respond to compliments and feedback in real time.
  128. Writing for Twitter • Demonstrate wider leadership and know-how. – Reference articles and links about the bigger picture as it relates to your brand, issue or cause.
  129. Writing for Twitter • Champion your stakeholders. – Retweet and reply publicly to great tweets posted by your followers and advocates.
  130. Writing for Twitter • Establish the right voice.
  131. Writing for Twitter • Use photos. – Tweets with pictures get 55% increase in engagement – Upload pics directly to twitter • Instagram posts appear as a link
  132. Writing for Twitter • Timing. – Highest number of clicks appear between 1PM- 3PM Mon-Thurs – Best time for RTs: 4PM-5PM Friday
  133. Blog
  134. Writing your Blog • Good Content – Finding the balance between writing for humans and writing for machines • RULE: Write for people first, search engines second. – Create content that people will want to refer other people to (generate links)
  135. Writing your Blog • Good Content – Engaging – Valuable – Informative – Funny, witty, insightful – Easy to read – Updated regularly
  136. Writing your Blog • Where to start? – Start by answering some of your audience’s most popular questions. • Answer what’s in it for me? – Conduct brief interviews with experts from your organization. – Share personal stories.
  137. Writing your Blog • How often? – As often as you want people to pay attention – As often as you have something valuable to say
  138. Writing your Blog • How often? – Plan for at least 1 substantial post per week • 500 words – Incorporate shorter ‘update’ or timely posts throughout the week • Under 300 words • Photos, videos or thoughts on another blog
  139. Writing your Blog • Repackage – Look at the material you already have. • Reach out to others in your org. – Have them write down every question they are asked for a day. • Reach out to those already engaged for their stories.
  140. Writing your Blog • Curate – Curate, or aggregate, other valuable pieces of content. – Make sure it’s valuable: • Are you saving the reader time by putting all of these resources in one place? • Are you offering your own opinion and insight against what somebody else has said?
  141. Writing your Blog • Planning content – Have an editorial calendar or content schedule – Help you map out your frequency, give you a general idea of the content you’ll be creating – Serve as a blogging schedule – Help you develop an approach or focus • Specific topics or issues for specific times. Ex Awareness months
  142. Writing your Blog • Planning content – Editorial calendar helps you maintain a balance of content types – Outlines various topics and lengths • Ex. posts that are short and shareable vs. those that are meaty and comprehensive.
  143. Writing your Blog • Make it easy to consume – Think about how you can make your posts easiest for the reader to consume and digest. • Headlines are the most important element of your blog posts. • One of the best things you can do to capture readers’ attention is to write an awesome blog title.
  144. Writing your Blog • Headlines and Titles – How-to – How not to – Clear and Direct • 5 ways to use Twitter like a pro – Create a sense of urgency – Be controversial – Be sensational – Be newsworthy – Use numbers
  145. Writing your Blog • Headlines and Titles – Might be the most crucial part of actually getting readers to start reading your post when they see it in an RSS reader or search engine results page.
  146. Writing your Blog • Format for readability – Use headlines and sub-heads to break up thoughts and blocks of text. – Use bullets and lists
  147. Writing your Blog • Choosing a Topic – take a little extra time defining your topic and the post will flow better and you’ll develop something that matters to readers. • The Opening Line – FIrst impressions matter. Once you’ve got someone past your post’s title your opening line draws them deeper into your post. • Your ‘point/s’ – A post needs to have a point. If it’s just an intriguing title and opening you’ll get people to read – but if the post doesn’t ‘matter’ to them it’ll never get traction. • Call to Action – Driving readers to do something cements a post in their mind and helps them to apply it and helps you to make a deeper connection with them.
  148. Writing your Blog • Add Depth – Before publishing your post ask yourself how you could add depth to it and make it even more useful and memorable to readers? • Quality Control and Polishing of Posts • Timing of Publishing Your Post – Strategic timing of posts can ensure the right people see it at the right time.
  149. Writing your Blog • Writing the post – Make sure it will be useful (as defined by the reader) • Entertaining • Educating • Informing • Debate – some blog readers want a place that they can have a good old fashioned dialogue, debate or even a fight over an issue • News • Community – tap into the need that people have to connect and belong. – Often the topic is secondary here.
  150. Writing your Blog • Writing the post – Make the content completely relevant to the title. • Comes back to trust – Write like it’s a conversation • Man vs. machine – Use images and videos • Hold the reader’s hand if you’re walking them through something – Keep the sentences short
  151. Writing your Blog • How to promote your blog – Find other bloggers • Leverage your existing connections and create new relationships. • Reach out to influential bloggers in your industry and attract their attention through mentions on your blog and social media. • Create an opportunity for them to share your blog posts across their network. • Create link-building opportunities
  152. Writing your Blog • How to promote your blog – Be social • Use other social networks to promote your blog • Publish your blog to the main social sites • Make sure you have social sharing buttons so that others can share as well – Also important for SEO
  153. Writing your Blog • How to promote your blog – Be social • Keep in mind that your message may not always be the exact same across platforms – Your Facebook post will be different than your Tweet. • Use plug-ins or a tool like Tweetdeck to post across platforms
  154. Writing your Blog • How to promote your blog – Use your existing web presence • Add banners and call-outs to your existing website
  155. Writing your Blog • How to promote your blog – Talk about it whenever possible • Use real-life events to mention your blog and drive people back to it – Ex. If you’re doing a presentation, post your slides to your blog and have people download them.
  156. Writing your Blog • How to promote your blog – Talk about it whenever possible • Add your blog address to your email signature
  157. Writing your Blog • Stay relevant – Keep listening and monitoring what’s hot in the blogosphere and social media – Ask your readers what they want to read more about
  158. Writing your Blog • Manage the conversation – Make sure you check and respond to comments • Even negative ones – Monitor the conversation on other social channels too – Think about how you want to handle comments on your blog • Auto post • You approve/moderate
  159. LinkedIn
  160. • 87% of users trust LinkedIn as a source of info used in decision making • LinkedIn is 277% more effective for lead generation than Facebook or Twitter
  161. • Rally around one post per week – Can get you into trends – Focuses discussion • Share offers – Promotions and marketing offers can be successful on company pages
  162. • Think like a journalist – Use concise intros and snappy headlines to drive engagement – Include a call to action and link • Posts with links have 2x the engagement – Ask questions
  163. • Include images – +98% engagement • Make sure thumbnail matches message • Include videos – Play right in LinkedIn – +75% engagement
  164. • Deliver value Snackable Sweet Spot! Valuable
  165. • Test to find the right mix – Test timing, frequency and type of posts to find the content your audience responds to – Still maintain editorial calendar
  166. • Use comments to extend the conversation – Comments can be used to add additional views and directly engage followers in conversation
  167. Pinterest
  168. • The perfect post…
  170. • No faces • Images without faces get repinned 23% more often than images with faces • Pinterest is a network of THINGS
  171. • Little background • Images with an artificial background that is greater than 40% of image area, repins halved or quartered.
  172. • Multiple colours • Images with multiple dominant colours get 3x the replies
  173. • Use red • Red/orange images get 2x the repins
  174. • Moderate/Light colour • Images with 50% colour saturation get repinned 4x as often as those with 100% saturation & 10x as often as black and white images.
  175. • Portrait style • Best images have vertical orientation
  176. Video
  177. • 81% of internet users watch video online • Average viewer watches 170+ videos per month
  178. Online Video & PR • YouTube Audience • 2s&feature=relmfu
  179. Online Video & PR • Why? – Extend your brand – Launch a campaign • dded&v=tRQVJ4xBgTI#! – Respond to a crisis • dded&v=0wK1127fHQ4#! – Uncover communities
  180. Online Video & PR • Why? – Provide info to bloggers/media • Interview clips • Product demos – Generate buzz & raise awareness • h
  181. Your Video Strategy • What role do you want video to play? • Goals & Objectives • Define Target Audience
  182. Content • Content should be – Informative – Entertaining – Relevant – Engaging
  183. Content • Quality – Audience • Broad vs. Targeted – Beware of copyrights
  184. Content • Freshness – Frequency • 1-2 videos a week for optimization – Consistency • Try to upload videos at approx. the same time each week – Length • Keep videos under 5 mins.
  185. Content • Engagement – How will you get and keep attention? • Contests • Shout-outs • Titles and graphics • Interesting content
  186. Content • Engagement – Need to capture attention in first 15 seconds – Use a ‘Call to Action’ with link • Subscribe • Sign up now
  187. Branding YouTube • Selecting a name – Relate to what your objectives are • Brand • Info • Customer Service • Location / Regional • Campaign Name
  188. Be Social • Connect with users – Encourage comments – Post replies – Comment on other content – Create Video Responses – Encourage others to subscribe to, rate and share your videos – Join groups, forums and contests
  189. Be Social • Link to other brand channels – Add them to favourites – Like their pages
  190. Spread The Joy • Embed your videos in blogs and other pages • Send links to others that might be interested
  191. Measure and Assess • YouTube Analytics – See what days, times, topics get the most views – Viewer stats – Subscribers • What videos resulted in gained/lost subscribers – Likes/Favorites/Comments/Shares – Traffic Sources
  192. Measure and Assess • Retention Rates – How long did people watch your video – When did they stop – Why
  193. Measure and Assess •
  194. Thanks! Questions? Tim Shaw @shaw_tim

Notas del editor

  1. I
  2. I work at Amplifi, where we specialize in creating engaging communications for inspired change. My area of focus is advocacy. Online and print. Around legislative/policy, brands and causes We help amplify messages so that people and organizations are heard. Operate on inform, involve, inspire.
  3. Where are the group members in terms of progress? Where are they in use of social media? What are their experiences with social media? Challenges? Tools they are using?
  4. Basically – information packaged for online consumption
  5. Helps you achieve your goals by creating value for your audience.
  6. I
  7. Popular: Engage
  8. Popular: Engage
  9. These are the basics. The tone and conversation ends up being significantly more complex. Social media gets into customer service, crisis management. Key is to make sure it is valuable.
  10. Start a list of topics that are important to your business. These will form “buckets” for your keywords. These are topics that you blog about or write about regularly already.
  11. For me: Bucket = Social Media. Keyword phrase: writing for social media. Engaging audience in social media. Digital storytelling Etc.
  12. Make sure you have a mix of short – 1-2 word – phrases and long-tail – longer sentences. Blogging vs. how to write a great blog post
  13. Easiest way – punch in a Google search and see what related terms come up.
  14. Google search and SpyFu.
  15. Use Google Trends and Keyword Planner Tool to narrow your list down.
  16. One example
  17. I
  18. If you haven’t already done this, I recommend that you do. Great for gathering insights into what people share and what type of content works for the people you want to reach. Start a spreadsheet and track the messages that get RTs and shares.
  19. I
  20. I
  21. I
  22. Social media is most effective when the content relates to a particular interest or desire of a specific group of people. Because your target audience can receive multiple messages from multiple sources every day, try to make your messages relevant, useful, and interesting so your audience will interact and be engaged.
  23. Relevant social media content makes people think “This matters to me.” Relevant information can be based on timing, location or geography, specific audience or their interests.
  24. Relevant social media content makes people think “This matters to me.” Relevant information can be based on timing, location or geography, specific audience or their interests
  25. Relevant social media content makes people think “This matters to me.” Relevant information can be based on timing, location or geography, specific audience or their interests
  26. Relevant social media content makes people think “This matters to me.” Relevant information can be based on timing, location or geography, specific audience or their interests
  27. Relevant social media content makes people think “This matters to me.” Relevant information can be based on timing, location or geography, specific audience or their interests
  28. When people can use the information to change their behaviour, learn something new or change their lives, then it’s useful
  29. Interesting content is more likely to be shared. This can be subjective, so try to find something that’s interesting to your target audience.
  30. Your message is facing some stiff competition, so it has to be easy to read, understand and share.
  31. Your message is facing some stiff competition, so it has to be easy to read, understand and share.
  32. Your message is facing some stiff competition, so it has to be easy to read, understand and share.
  33. Your message is facing some stiff competition, so it has to be easy to read, understand and share.
  34. Collecting or gathering the best content and re-distributing it to your audience. Does not mean passing it off as your own…
  35., an online content curation tool, surveyed 1,550 professionals to understand their business goals and challenges. Found: 72% struggle to find the time to publish 61% struggle to find the time to maintain an online presence 56% face SEO challenges 54% struggle in managing large amounts of content 48% struggle to find relevant content on a regular basis
  36. Finding relevant content on a regular basis – 88% Finding the time to maintain online presence – 64% Improving SEO – 65% Manage large amount of content on different topics – 68% Finding relevant content on a regular basis – 70%
  37. Social news streams = using platforms like Twitter to search hashtags and keywords. Curators = storify, scoop it, etc.
  38. A fairly inexact science. These ratios are more of a guide. Experimentation is needed to find what works best for you. These were originally published in an article by Buffer.
  39. Introduced by TA McCann from, the 5-3-2 rule of social media sharing aims for a blend of your content, others’s content, and personal updates. Note that the 5-3-2 is not a daily quota but rather a ratio for any group of 10 updates you post over any timeframe (same goes for the rest of these ratios, too).   5 should be content from others 3 should be content from you 2 should be personal status updates
  40. Much like the 5-3-2 rule, the 4-1-1 Rule seeks a good ratio of content from others, content from you, and reshares. Popularized by Andrew Davis of Tippingpoint Labs and Joe Pulizzi of Content Marketing Institute, the 4-1-1 looks like this in practice:   4 pieces of relevant, original content from others 1 retweet for every 1 self-serving update
  41. Shai Coggins of Vervely has a somewhat unique approach to a balanced sharing schedule. The 555+ Guideline seeks to add some variety to a timeline and to keep your social media profile from “looking like a pulpit.”   5 updates about you and your content 5 updates about others 5 responses/replies + miscellaneous posts that add value like #FollowFriday or user-generated content
  42. Mentioned on the Hootsuite blog by Sam Milbrath, the Rule of Thirds is a perfectly balanced way to split up your social media posts. It works like this:   1/3 of your updates are about you and your content 1/3 of your updates are for sharing content from others and surfacing ideas 1/3 of your updates are based on personal interactions that build your brand
  43. The Golden Ratio from Rallyverse covers similar ground as the 5-3-2 rule, albeit with a couple small tweaks to the percentages and the content. Here’s how Rallyverse proposes an ideal sharing ratio:   30 percent owned 60 percent curated 10 percent promotional
  44. This really depends on the platform.
  45. I
  46. Length of Facebook posts: Wall posts less than 80 characters receive 66% higher engagement. Posts between 1-40 characters generate highest engagement.
  47. What are the pros/cons of automating content on Facebook? Pros: efficiency, time saving, ensures content is being consistently posted. Cons: Lack of engagement, no conversations, non-responsive
  48. Tag people and pages. Bring them into the conversation. Catches their attention
  49. Different groups of people are going to participate in different types of conversations. Ex. Retail orgs have great success with fill in the blanks: The one accessory I can’t live without is _____________.
  50. Select what groups you want to send messages/posts to
  51. Find ways to involve fans and let them decide what happens on the page. Vote to decide profile pic for the week. Contest – who can submit the best pic or video.
  52. Could be as simple as recognizing them for their participation on the page. A shout-out or thanks. CBC Radio 3 – brings in guest hosts from the blog. Rewarding people that are active in the social channels by allowing them to actually contribute to the radio programming. Try bringing in guest champions to do Q&A or share a series of stories on their experience.
  53. Embed Ustream or Livestream and do live chats. A great way to make your page interactive and hold attention.
  54. Simple posts achieve the most engagement.
  55. Best time to post is when fans are not at work. Posts between 8PM and 7AM receive 20% more engagement
  56. Brands researched by Buddy media posted regularly throughout the week, but had the best engagement on Weds and Sunday.
  57. Posting 1-4x per week produces 71% higher engagement. Don’t over crowd their newsfeeds.
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  59. Including a person/brand’s handle ensures they get a notification. Increases chances they’ll notice you and RT.
  60. Save space. Are trackable.
  61. Aim for 110 for it to be shareable. Shortned links will be 15-20 characters + RT and @ mentions.
  62. As with all social media…
  63. As with all social media…
  64. As with all social media…
  65. As with all social media…
  66. As with all social media…
  67. As with all social media…
  68. As with all social media…
  69. Twitter users tend to prefer a direct, genuine, and of course, a likable tone from your organization, but think about your voice as you Tweet. How do you want your organization to appear to the Twitter community?
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  71. You should always plan for blog content to get published at certain times, but also be able to take advantage of news stories to create a timely blog post and leverage the buzz that’s already being generated around the topic.
  72. We’ve covered this…
  73. Pinterest has its own distinctive character as a social network. Facebook as a network of people, and Foursquare as a network of places. Pinterest is a network of things … and it seems like on a network of things, faces are actually a distraction.
  74. Little background: Pinterest includes loads of photos, particularly product images, shot against a plain white background. When an artificial background rises above 40 percent of the total image area, repins are typically halved or quartered. Use a background that provides a compelling context in minimal space — like Deen’s picnic table above.
  75. Multiple colors: Images with multiple dominant colors garner more than three times the replies as images with just one. Hence the strong pink, light green, dark green, red, and gray patches in Deen’s photo above.
  76. Lots of red: Predominantly red or orange images get twice the repins of predominately blue images. (Dig Deen’s tomatoes and pink bowl.)
  77. Moderate light and color: Performance falls off at the extremes. Images with 50 percent color saturation got repinned four times as often as images with 100 percent saturation, and 10 times as often as totally desaturated (black and white) images. A similar dynamic holds true for brightness; very light and very dark images are, generally speaking, repinned one-twentieth as often as images with medium lightness.
  78. Portrait style: Images did best in a vertical orientation with an aspect ration between 2:3 and 4:5. This is a peculiarity of Pinterest, Gupta says: The service tries to rescale or otherwise adapt images that fall outside of this range, making them look bad.