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Using Social Media to Discuss Public Policy and Your Business

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Using Social Media to Discuss Public Policy and Your Business

  1. 1. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL USING SOCIAL MEDIA TO DISCUSS POLICY ALEX KELLNER DIRECTOR akellner@bpimedia.com March 24, 2016
  2. 2. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL 2 SOCIAL LANDSCAPE Which social networks should you pay attention to? TAILORED CONTENT How to put together a content strategy and leverage each platform for it’s strengths AGENDA PERSONAL v. BUSINESS How should you leverage your personal brand and social channels differently from your business’s CASE STUDIES Taking a look at a few companies doing this well
  3. 3. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL SOCIAL MEDIA LANDSCAPE IN 2016 3 New social networks are created every single day.
  4. 4. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL FOCUS YOUR ATTENTION ON A FEW CHANNELS Your time is valuable. Use the social networks with the content & audience best suited to making a difference. 4
  5. 5. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL WHO USES SOCIAL? Social media is ubiquitous. 5
  6. 6. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL SOCIAL MEDIA USE TRANSCENDS DEMOGRAPHICS 6 All Internet Users 74% Gender Men 72% Women 76% Age 18-29 89% 30-49 82% 50-64 65% 65+ 49% Education High school grad or less 72% Some college 78% College+ 73% Income Less than $30,000/yr 79% $30,000-$49,999 73% $50,000-$74,999 70% $75,000+ 78%
  7. 7. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL BEST PRACTICES Do 7 • Capitalize on moments Use key events to leverage your voice as a business expert • Be part of the conversation Participate. Interact with your customers, communities, etc. and make sure your perspective is heard • Be authentic Social media isn’t the place for condensed press releases – speak with a distinct voice to reach your audience • Be mindful of tone Sarcasm and satire are hard to achieve online
  8. 8. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL BEST PRACTICES Don’t 8 • Assume it’s one-way broadcasting Expect your audience to respond to you • Overestimate the importance of comments Most users – the silent majority – are lurkers and don’t comment at every opportunity. Don’t overestimate the comments of several loud voices • Neglect your social media platforms Don’t create and walk away. Once you have a presence on social media, it’s vital to maintain and grow it • Ignore crises and controversies Your constituents, the media, and others are looking to the Internet first for news and perspectives. • Feed the bears Internet “trolls” will antagonize or post other negative content. Don’t add fuel to the fire by over-reacting to them
  9. 9. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL FACEBOOK IS KING More users and time on site than any other social network. 9
  10. 10. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL TWITTER IS CRUCIAL AT KEY MOMENTS Good at promoting traffic to longer form content and reacting when news breaks. 10
  11. 11. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL LINKEDIN OWNS MOST CURATED AUDIENCE 11
  12. 12. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL MEDIUM WILL HELP YOU GAIN EYEBALLS Longer form content needs a place to live. 12
  13. 13. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL CONTENT IS KING Cater your content to the medium & the audience. 13
  14. 14. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL CONTENT IS KING Each platform requires a different approach. 14 • Personal stories, sharing content • Fewer than 90 characters • Imagery = #1 • Video with subtitles, if possible • Promoting external content, engaging with customers • Okay to post same content multiple times • Retweets are integral • Business-related content • Medium length • Headline quality determines success • Longer form content • Promote externally in addition to organic reach
  15. 15. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL VARIOUS OPPORTUNITIES TO POST 15 CORE CONTENT Basic relevant & brand-related content you can quickly create and post daily How-to posts - Sharing influencer/third-party posts - Useful, relevant topics in your vertical - Repurposing old content - THOUGHT LEADERSHIP Content that requires more time & energy investment but is vital Thought leadership pieces - Guest topics - Case studies - LONGER FORM Valuable, time-consuming pieces & insight that define your personal/corporate brand - Strategic research & analysis - POVs - Large & unique thought leadership pieces SHAREABLE Light-hearted, short, shareable content - Light-hearted, easily digestible content - Cultural content (e.g. “A Day in the Life”) - Amusing videos, graphics, & stories IMPACTFUL More impactful content to spice up your posts - Bold statements with a strong point of view - Helpful links
  16. 16. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL CONTENT TIPS: TALKING ABOUT CLIMATE ISSUES ON SOCIAL MEDIA 1. Know Your Strengths: You probably aren’t a climate scientist, but you are a business person who knows economic impacts of climate change and severe weather on your company and community. 2. Localize Impacts: What is the cost of doing nothing (storms, hot summers, etc.) on your business? What policies (Clean Power Plan, 50x30, etc.) will help fix that problem? 3. Focus on Innovation: Your success is due to innovation; show an example that your state/country can follow. 16
  17. 17. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL MOMENTS MATTER When climate or a policy issue is in the zeitgeist, your posts will be exponentially more impactful. 17 Engagement and views peaked within 24 hours of Papal Encyclical’s release
  18. 18. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL HOW TO DECIDE? Should you use your personal social channels or your company’s account? 18 Business Account Personal Account Broad policy implications on business & community Explicit candidate-focused content Personal stories Personal stories Share external content related to policy issues Share business content where appropriate Engage in conversation about stories & customers reactions Engage in conversation about policy
  19. 19. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL WHEN TO ENGAGE AND RESPOND Leveraging opportunities 19 REVIEW • What is worth responding to? • What is the tone of the issue and what would be the appropriate tone of response? • Discuss with coworkers! DRAFT • What message do you want to get across? • What message platform would best address the issue – Twitter, Facebook, LinkedIn? Multiple platforms? SEND • Keep everyone on the same page – properly notify employees of the issue and the decided response. MONITOR • DON’T respond and forget about it. Continuous monitoring and further engagement may be necessary.
  20. 20. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL TRACK THE PERFORMANCE OF YOUR CONTENT Facebook’s Insights helps you learn more about your users, their behavior, and how successfully your updates are engaging them. Twitter, LinkedIn & Medium have their own analytics that will help monitor success. For driving traffic to your website, Google Analytics is a free and very powerful tool. 20
  21. 21. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL CASE STUDY: SMUTTYNOSE BREWING COMPANY 21
  22. 22. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL CASE STUDY: TELLING STORIES 22
  23. 23. B U L L Y P U L P I T I N T E R A C T I V ECONFIDENTIAL 23 QUESTIONS? THANK YOU.

Notas del editor

  • There are 211 major active social networking sites and platforms – not including defunct networks or less well-known sites. And new social networks are created every single day.
  • Facebook
    Serves as a social media homebase for its users.
    People use it to connect with people who are important to them in real life, who they view as peers and with whom they’ll share unfiltered information.
    Twitter
    140 character count and real-time feeds require content to be optimized for the platform.
    People use it for breaking news, entertainment, events and connect with other users based on the content they produce, not their relationships.
    LinkedIn
    Users focus on business/industry content.
    People use it to connect with professional contacts, network, job hunt, and keep up with professional news.
  • In 2015, 76% of all internet users and 65% of all adults used at least one social media site. Here you can see the phenomenal growth in just 10 years.
  • These demographics also include race and ethnicity. And as social media usage has grown, the differences between the demographic categories is shrinking.
  • Note: moved “neglect” up
  • For business-related longer form content, LinkedIn is the best vehicle – users expect to hear from brands and companies on LinkedIn and are more receptive to this type of content. In comparison, Facebook is much more casual. It’s also a place where a lot of people get their daily news. People go on there to relax or catch up with friends, not for business and policy – and Twitter is more focused on news.
  • Maybe use papal visit as an example here and discuss how content changes across platform.

    He’s here, talking about the need to address climate change. How does content change across platforms?
  • It’s vital to mix up the content you post so that your audience doesn’t grow tired of the same type of content over and over again.
  • It depends on your goal.
  • Develop guidelines on how you will respond to negative comments, bad press, and factual errors by opponents, critics, or journalists. If you do respond, don’t dismiss concerns or insult the users – make sure your response is authentic and as transparent as possible.

    Added discuss with coworkers to “review” section
  • This might take too long. We can delete and ask in question portion.

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