1. Social Media Strategy
 Introductions
 Who is this guy?
 I know you, but please tell me why you are here!
 Classes (Meet four times, except Feb. 19)
 Today: Overview of no-nos or potential no-nos
 Next time: Yes, do this!
 Feb. 12: Now what … how do you start?
 Feb. 12 – Feb. 25: Go out in the “wild”
 Feb. 26: What did you catch? Share results

2. Social media strategy
 Objective: To get a general overview of social
media, its impact (positive and negative) on brands,
and the basic best practices on getting started.
 Ultimate take away: Practice social engagement,
start doing it for your brand, whether professional
or personal.

3. Social media strategy
 Who here is on social media?
 Who here is comfortable on social media?
 Why not (please write down your answers. I will
collect them anonymously later)
 How long has social media been around? What do
you think?
 So, why are some brands (personal organizations)
slow to be social?

4. Social media strategy
 Why is social media powerful?
 It’s word of mouth on steroids.
 Some of the names that come to mind today are new in the last few years. Twitter,
Facebook, LinkedIn, Foursquare are all newer sites.
Twitter has 200 million monthly users. More than one third of Iowa is on Facebook.
Then businesses started to join.
Some used the new mediums just like they used old-school ad channels. As a one-
way tool to broadcast information.
At one point most questions from others to some of the big brands were ignored
and not responded too.
 Need to have: Personality, approachability, transparency.

5. Social media strategy
 Assignment: Please take out a piece of paper (or
use your laptop, iPad). Write down these sections:
 Business goals (Session 3)
 Focus (Session 2 and 3)
 Dos (Session 2)
 Don’ts (Today)
 Take notes in each section as we talk about them!

6. Social media strategy – No-Nos
 Twitter user ABC talks about a brand on Twitter,
complaining to his 22,000 followers that service was
terrible. What does the brand do? No response.
(Common. 70-some percent of top brands don’t
respond)

7. Social media strategy – No-Nos
 A waitress Facebooked about bad customers.
 A football player was fined for talking negatively
about the coach.
 #McDStories (negative stories were
shared, interestingly, McDonald’s also shows up on
the good side of things!)
 Somebody tweets at your brand, your social media
person has to go talk to the marketing director, who
has to go check with the CEO to see what they
should respond.

8. Social media strategy – No-Nos
 Did I mention that a Tweet has a lifespan of eight
minutes? You have to respond within eight minutes
for conversation to happen!

10. Social media no-nos
 A juror in the UK was dismissed after she disclosed
sensitive case information on her Facebook
profile, MSN reports. "I don't know which way to
go, so I'm holding a poll" the juror wrote, asking her
Facebook friends to weigh in on the case. (Source)

11. Social media no-nos (?)
 I visited a local business
 Chatted with the owner
 Followed them on Twitter
 The next day they said: “Thanks for following. Hope
your week is going great.”
 No mention about yesterday? Why not? I didn’t feel
very connected!

12. Social media no-nos
 Sharing without reading.
 Everything reflects on you! (Billy Madison example)
 “I love your stuff.” What stuff?
 Mixing up accounts! Person posted personal
message to a company page!
 Somebody overseas took Twitter users to court for
retweeting libelous information!

13. Social media no-nos

14. Social media no-nos
 What did you come up?
 For next time, if you didn’t type these up, please start a
document that has 3-6 points listed:
 Social media don’ts
 Point A
 Point B
 Point C
 Etc.

15. Social media no-nos (examples)
 Do not:
 Say anything you wouldn’t want to see in the
newspaper or wouldn’t say to somebody’s face!
 Not respond to people!
 Share other’s information without reading it!
 Have unnecessary approval processes
 Be afraid of following up, apologizing and moving on.

16. Social media wrap
 Questions?
 Next time:
 Bring your started strategy with Don’ts!
 We’ll talk about Dos and start talking about focus
 Questions in the meantime:
 ctrappe@gmail.com
 twitter.com/ctrappe