1. SOCIAL MEDIA STRATEGY
DEVELOPED BY MACEY COLAVECCHIO, ERIC GUTIERREZ AND NICK
RUSSETT

2. OVERVIEW OF STRATEGY
Executive Overview
- Social Media Goals
- Statistics
- Audience
- Tips for Engagement
Hootsuite
- Why you should use Hootsuite
- A Beginners Guide
Education
- The Anatomy of a post
- CTA goals
Social Media Strategy Plan
- Blog
- Pinterest
- FaceBook
- Twitter

3. EXECUTIVE OVERVIEW
THE MAIN GOAL IS TO INCREASE READERSHIP AT A LOW COST BY USING YOUR CURRENT BLOG WITH THE
HELP OF FREE SOCIAL MEDIA NETWORKS LIKE FACEBOOK, TWITTER AND PINTEREST.

4. SOCIAL MEDIA GOALS
Platform Current
Followers
Goal Followers Goal Date
FaceBook 549 650 December
2015
Blog Unknown Unknown December
2015
Twitter 0 200 December
2015
Pinterest 0 100 December
2015
• Increase engagement
• Expand reach across platforms
• Increase readership
• Promote articles
• Generate content

5. DETERMINING AUDIENCE
Through our initial meeting, we determined that your goal
audience to target will be:
• Scholars
• Middle and High School Teachers
• Graduate Students
• Other Academic Historians

6. USING HOOTSUITE
AN EASY GUIDE TO GET STARTED

7. USING HOOTSUITE
To better manage your time, we suggest adding Hootsuite to your
social media strategy. This free tool gives you the ability to manage all
of your social networks in one place and schedule messages for future
publishing. You will be able to execute all the strategies and tips that
we suggest by using this tool.

8. GETTING ORGANIZED
Once you set up an account and log in, HootSuite will guide you through the basics of
connecting networks and organizing streams.
The green menu tab displays the networks connected to your HootSuite account. From there,
select the streams you'd like to monitor, such as your timeline, mentions and scheduled
tweets.

9. POSTING (QUICK OVERVIEW)
HootSuite's message-composing feature is very simple. At the top of the page, yocan create a new post to send to any one, two
or all of your connected accounts. If you decide to change or remove the accounts you wish to post to, click on the icon in the top
box:
Scheduling is HootSuite's most social media manager-friendly tool, allowing you plan ahead and keep your account actively
engaged in just a few clicks. Scheduling can be found below the text field in the compose box. Select the date and time of your
choosing, and click "Schedule" when the post is ready to go
To read more, follow this link: http://mashable.com/2013/09/18/hootsuite-beginners-guide/

10. EDUCATION
HOW TO USE SOCIAL MEDIA

11. ENGAGEMENT
We will use a specific, targeted strategy to drive more likes,
viewers and interaction to the FHQ social media. Some simple
ways to do this are outlined below.
- When you update your Facebook page, let readers know
about a new article, include a statement or question that
refers to a specific point from the article to drive more clicks,
likes, comments and shares.
- Find and share timely content. If there’s a story you know
your audience is interested in, share the details with your
readers as a tease. For example, let your readers know that
you are going to attend an industry conference, then post
updates via Twitter or Facebook and images via Pinterest
from the event to create more opportunities for engagement.

12. CALL TO ACTION GOALS
In order to increase engagement, you have to call the reader to
action. These tips will help you develop better posts to increase your
likes, comments and overall audience engagement. Different CTAs
may work better than others for your readers. Make sure your CTA
matches the goal you’ve set for your reader.
- CTA to encourage engagement - “Please take a moment to
leave your comments or thoughts below.”
- CTA to drive the reader to other content - “For an in-depth
look, sign-up to download our white paper.”
- CTA to increase signups or lead capture - “To get regular
updates, sign up for our weekly newsletter.”
- CTA to nurture leads - “Watch this video for a more in-depth look
at how this product can help improve your business.”

13. THE ANATOMY OF A FACEBOOK POST
See the handout that explains how to post on FaceBook.
A perfect Facebook post:
• is a link
• is brief—40 characters or fewer, if you can swing it
• follows other posts on a regular schedule
• timely and newsworthy
• Bonus: contains a good photo (make sure to include photos in your blog post, or
click through to find the best photo_
This is a good guide if you need to know whether your content should go into a
blog (longer than 40 characters) or be a FaceBook post.
Timing is also important. Usually during weekdays 5 pm- 3 am or any time during
the weekend is a good time to post. This allows your post to be seen by the most
followers. To find out your peak times, go to FaceBook analytics and see which
posts and times have the most impressions.

14. THE ANATOMY OF A TWITTER POST
See the handout that explains how to post on Twitter.
A perfect Twitter post:
• includes a clear Call to Action
• Is between 100-120 characters (don’t sacrifice grammar)
• Questions, stats, and facts engage users and encourage retweets
• Shortened links
• Hashtags (stick to 1-2 hashtags)
• Bonus: contains a good photo
Timing is not as important as consistency with Twitter – Twitter only
shows the most recent tweets so once you send a tweet, it is going
through your followers NewsFeed. That is why we will advise you
later on to tweet throughout the day to keep engaging with your
followers.

15. THE ANATOMY OF A PERFECT
PINTEREST POST
A perfect Pinterest post:
• Has the image tell the immediate story
• Use hashtags wisely (only trending)
• Encourage click-throughs
• Most people click repin things and never click the link. Change
that by adding a call to action in the description.
• Descriptions matter
• 200 character descriptions are most likely to be repinned
• Use keywords wisely

16. SOCIAL MEDIA STRATEGY
HERE IS A BREAKDOWN OF THE TIPS THAT WE HAVE FOR EACH SOCIAL MEDIA PLATFORM. YOU CAN
PERFORM ALL THESE IN LESS THAN ONE HOUR A DAY, OR IF YOU PREFER A COUPLE HOURS AT THE
BEGINNING OF THE WEEK.

17. TWITTER OBJECTIVES
Short-term objectives:
- 5 types of engagement everyday (Tweet, ReTweet, Reply, Favorite)
- Build reputation by keepings posts consistent and relevant
- Promote other social networking activities/sites through Twitter
- Follow these Twitter accounts immediately: @Historyinpics, @history, @smithsonian,
@smithesonianmag,@vervefl and any of your contributing writers
Key metrics:
- Friend/Followers
- 2nd-order followers (follower’s follower count)
- Velocity: average of first- and second- order followers attracted per day since the account
was established
- Retweets and Favorites

18. TWITTER CHECKLIST
(5 MINUTES A DAY)
• Respond
• Respond to any tweets directed to you.
• Thank any new followers or retweets
• Share
• Take a few minutes once or twice a day to
share your content (Facebook post, blog
post, event announcement) and the
content of others in your industry to help
build better relationships.
Tips: follow popular trends and respond to
those. (Reoccurring hashtags:
#Twitteristorian, #MuseumMonday,
#LoveFlorida, #ThrowBackThursday,
#Onthisday)

19. FACEBOOK OBJECTIVES
Short-term objectives:
• One post everyday
• Respond to all comments
• Create conversation and engagement
• Build reputation by keeping posts consistent and relevant
• Promote other social networking activities/sites through using
FaceBook
• Key Metrics:
• FaceBook Anaytics
• Likes on page
• Likes on post
• Traffic that is directed to the website through FaceBook

20. FACEBOOK CHECKLIST
(10 MINUTES A DAY)
• Respond
• Take a few minutes every other day to check on any new
notifications. Respond to comments.
• Schedule
• If it is the weekend or a busy time, schedule out some posts
beforehand
• Share
• Either share a blog post or find an interesting article or link and
share this to your followers.

21. PINTEREST
First, what is Pinterest?
• It’s a place to bookmark images and videos you love from around the
web. In Pinterest terms, these bookmarks are called “pins.” Your “pins”
(think, pinning things to a virtual bulletin board) are visible to other
Pinterest users and you can see the boards of others as well.
How does Pinterest work?
• Here’s the basic process: (1) Surf the internet. (2) See an image/video
you like. (3) “Pin” that image/video to one of your Pinterest boards to
keep track of it and to share it with others.
Why do I need Pinterest?
• Pinterest is an easy way to share all those photos you have stored up.
If you have an intern, this would be the platform to build up on and
explore. For now, we will just keep it basic and post a board once a
month.

22. PINTEREST CHECKLIST
(20 MINUTES A WEEK)
• Share
• Twice a week, share a couple of pins to keep your acount
consistent and active.
• Post
• Create a board specifically designed by you that includes all of
your photos to a specific topic or article.
• Join
• Broaden your audience by joining group boards. Once a week,
join a new group.

23. BLOGGING
Tips:
•Relate blog posts to past content from FHQ
magazine
•Post content weekly
•Be consistent with posts
•Plan posts in advance
•Post on a specific time of day

24. BLOGGING
Monthly Posts
Museum Mondays: Feature a different history museum in Florida
every first Monday of the month.
Tips:
• Facebook-share blog post with a tease
• Twitter-share blog post with a question regarding post to
engage in discussion
• Pinterest-share pictures from museum

25. BLOGGING MONTHLY IDEAS

26. BLOGGING (FOR THE INTERN)
Weekly Posts
Treasure Thursdays: Feature an artifact and/or specific exhibit
from the featured museum from the featured museum of the
month or one of your articles.
Tips:
• Facebook-share blog post with a tease
• Twitter-share blog post with question regarding post to
engage in discussion
• Pinterest-share pictures of artifact/exhibit

27. CONCLUSION