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Mastering Social Media: Strategies for Effective Communication

Learn the ins and outs of social media strategies, including creating valuable content, integrating platforms, and engaging with audiences. Explore the latest trends and best practices for successful online communication.

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Mastering Social Media: Strategies for Effective Communication

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  1. Social Media Facilitated by: Caroline Egan Carmichael Centre for Voluntary Groups

  2. Formal Explanation • The integration of all digital, computerised and online technologies into communication platforms. Referred to as Web 2.0 OR • Basic communication. Tools such as Facebook are channels and a bridge to communicate with stakeholders. Channels are like languages and can be easily mastered. Content and value of the conversation is what really matters. What is Social Media?

  3. A Universe of Social Media Platforms

  4. Over 1 billion people use social networks • 36% of social network users have posted about brands • Only works with a large audience • Is hollow if it doesn’t create some form of valuable content for the reader • Simple strategy: create, connect, converse through social networking, blogging, online videos Social Media – Points of Interest

  5. Integrating social media into organisational websites • More support through social media • Responsive mobile websites • Social gaming will grow • Most social media usage will be of mobiles • Interacting with live TV • Growth in “social” news • Each person’s social footprint will grow Things to watch out for…

  6. F-commerce (Facebook commerce) • Crowd sourced funding platforms • Charities – mobile apps (help care givers keep track of elderly friends/family) • Flipped classrooms – look at a lecture online and use class time for discussion • Touch screen kiosks the norm • Digital property that has physical items to accompany (called motivational objects) Things to watch our for…

  7. 1. C = Communities Users gathering to learn, talk, chat. Success arises from creating bonds between users rather than simply between the organisation/brand and users Introduction: 6 C’s of Social Marketing

  8. 2. C = Conversations Communication is about conversation, not “pushing a message” on users Introduction: 6 C’s of Social Marketing

  9. 3. C = Content Content needs to be fresh and timely. Users want “architecture of participation” (Tim O’Reilly) Introduction: 6 C’s of Social Marketing

  10. 4. C = Continuity React to news and conversations. Micro strategy. Micro campaigns rather than big ideas Introduction: 6 C’s of Social Marketing

  11. 5. C = Context If you don’t have original content, piggyback on existing conversations i.e. borrow relevance. But needs to reinforce what you do and stand for Introduction: 6 C’s of Social Marketing

  12. 6. C = Control Organisations don’t control the conversation, users do! Introduction: 6 C’s of Social Marketing

  13. To get users to incorporate your social media offerings/brand into their online lives Goal of Social Marketing

  14. You need to communicate a simple persuasive fundraising idea: Example: RNIB Everyday 100 people start to lose their sight. We need your support to help rebuildlives devastated by sight loss. (less than 140 characters!) = (NEED) (SOLUTION) (NOW) Communicating an idea: Fundraising Example

  15. Plan, Communicate, Listen: Social Media Strategy

  16. Lack of: strategy, understanding of users, posting relevant messages, consistency, monitoring • Lack of internal resources to manage social media platforms • Failing to engage audiences and thus having a limited reach • Lack of content guidelines Social Media Strategy – Reasons for Failure

  17. Identify what information should be kept private • What information would be beneficial to be made public? • What personal social media use is appropriate? • How can the message be sent out consistently? • What are the rules for proactive/reactive media use? • How to respond to negative engagement? Establish a Social Media Protocol

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