Getting your
message out: Social
media
IFEX
STRATEGY
CONFERENC
E 2013
Who I am
❡ 25+ years of experience as a journalist, magazine editor
and editorial consultant
❡ Working with IFEX for 2 years on Digital Transformation
and communications strategy, including
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Relaunch of IFEX e-newsletters
Relaunch of IFEX.org
Editing and relaunch of IFEX Campaign Toolkit
On-going communication strategy work and development of
communication training tools
❡ A word on language
❡ Your expertise
❡ Presentation copies
#IFEX13
Who are you?
❡ Name, organisation
❡ Your social media challenge
#IFEX13
What we’ll cover
Part 1:
Communications Strategy Overview
Where does social media fit in?
Where is your audience?
What do you want them to do?
What kind of content can/should you share?
What tone/voice is appropriate for your organisation?
What resources are required?
What does success look like?
Part 2:
Sharing your insights, challenges and brainstorming your
solutions
#IFEX13
Communications strategy overview:
Clear, targeted & achievable
Your communication objectives should be:
1. Clear
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Consistent with your organisation’s vision and mission
Tailored to help your organisation meet its strategic objectives
Hit the MARC: They are MEASURABLE, ALIGNED, REALISTIC and CLEAR
2. Targeted
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To specific audience(s)
With key messages
On specific platforms
3. Achievable
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Clear metrics of success with timelines attached
Consideration of factors that might affect, constrain or amplify
your message
Realistic given timelines, human and financial resources available
#IFEX13
Where does social media fit?
❡ Social media is a type of platform
❡ May be one platform type among many that you use
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Social media
Broadcast media
Print media
Online media
Etc
❡ You may use more than one type of social media
platform
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Twitter
Facebook
LinkedIn
YouTube
Etc
#IFEX13
So your platform map may look like
Twitter
Social
media
Facebook
YouTube
Platforms
National
newspaper
Print media
Regional
magazine
Online
media
#IFEX13
Organisation
al website
Organisation
al enewsletters
Which platforms are right for you?
❡Does it reach the right audience?
❡Is the content you have
appropriate to the platform?
❡Is the action you want the
audience to take on the platform
– Possible?
– Appropriate to the platform and
its culture?
#IFEX13
Ask yourself
❡ What audience(s) do I want to reach?
❡ What social media platforms are they using?
❡ Is that platform accessible to me?
❡ What kind of content do they want?
❡ What kind of content do I want to share with them?
❡ Is that content appropriate to the platform?
❡ What kind of action do I want them to take?
❡ Is that action appropriate and possible on that
platform?
#IFEX13
Where is your audience now?
❡ There’s no point talking in an empty room
❡ Where does your audience already congregate?
❡ Can you get them to share your message?
#IFEX13
Think outside the box
Audience
:
Women/
Mothers
Conte
nt:
Photo
s
Action:
Sharing
#IFEX13
Unicef on pinterest
#IFEX13
Content: E.A.T. smart
❡ E: Efficient: Can you maximize the utility of existing
content and resources?
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Create story and photo for e-newsletter
Publish story and photo on website
Link to story via Twitter
Link to story via Facebook
Share photo on Facebook
Share photo on Twitter
Share photo on Pinterest
One act of content creation=7 possible touchpoints with 7
possible audiences
❡ A: Appropriate: Is it appropriate to the platform?
❡ T: Targeted: Is it right for this audience—what they want
and what you have?
#IFEX13
Tone and voice
❡ What is the culture of the platform?
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Twitter—Hallway
Facebook—Living room/Kitchen table
YouTube—Living room
Pinterest—Kitchen table
LinkedIn—Office
❡ What tone and voice is appropriate to the platform?
❡ What tone and voice is appropriate to your organisation?
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And just like at a party: It’s usually better to be a bit more
formal than too informal
Written guidelines and examples can be helpful, especially if
more than one person is posting
#IFEX13
Your Resources
❡ What are you already producing?
❡ Is it appropriate for social media platforms?
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Photos: On Facebook, adding a photo boosts likes by 53%
and comments by 104% (HubSpot 2013)
Infographics: Appear to be especially effective on
LinkedIn and Twitter, boosting sharing 7 or 8-fold
(BitRebels)
Lists
Questions: On Facebook, question posts generate twice
as many comments as non-question posts (Kissmetrics
2012)
Links: Links get shared more than comments or replies
(Kissmetrics 2012)
❡ Can you rework it to make it more appropriate?
#IFEX13
Your resources
❡ What additional training does your team require?
❡ How much time does your team have to devote to
this?
❡ Can you make your processes more efficient?
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Hootsuite, Tweetdeck
Posting from mobile
Tapping into enthusiasm
#IFEX13
What does success look like?
❡ Go back to your communications strategy
❡ What are you trying to achieve?
❡ What metric(s) will tell you if you have achieved your
goal?
❡ Are you tracking the resources you’re expending to
meet that goal?
❡ Are you assessing efficiency and effectiveness?
❡ Possible measures:
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Page views
Followers
Likes
Actions taken
#IFEX13
Questions?
#IFEX13
Sharing and brainstorming
❡ What challenges do you face in your social media
efforts?
❡ What successes have you had in your social media
efforts?
❡ What lessons and advice can you share?
#IFEX13
Thank you!
Reach me at
❡ [email protected]
❡ Twitter: @kimpittaway
❡ www.linkedin.com/in/kimpittaway
❡ kimpittaway.com
#IFEX13